Is Traditional Web Email Struggling For Existence?

Must Read

End Of Free Ride For Ola And Uber: GOI Sets New Rules For Cab Aggregators!

For long Ola and Uber have been enjoying the free ride on charging surge price from customers...

Exclusive: PhonePe Raises ₹5,000 Crore At A Valuation of ₹45,000 Crore

The digital payment company PhonePe has raised Rs 5,000 crore (approx $690 million) in a fresh round...

What Convinced Apple Inc. (AAPL) And Google Inc. (GOOG) To Kill All Long Hauled Patent Litigation Cases ?

Apple Inc. (NASDAQ:AAPL) founder Steve Jobs had famously declared that he would unleash “thermonuclear war” against Google Inc. (NASDAQ:GOOG). The battle against Google...

Communication is the gift which connects people all the time. Be it telephonic, chatting or email, a large portion of popularity in most of the countries has enhanced their tie-ups with the sophisticated use of such medium. However, personal email communication has been one of the leading source among the professionals which is active inside and outside the office both. Web-based email, which for many years was on a continual growth curve, is now seeing declining usage across many geographies throughout the globe as consumers are offered a growing number vehicles to digitally communicate.

As per a report from clickZ.asia, globally, total minutes spent on web-based email (note this does not include PC web applications such as Outlook) was down 2 percent in November 2010 versus November 2009, with time spent in the Asia-Pacific region showing even more dramatic decline dropping 10 percent. Within the region, markets showed varying levels of engagement trends. The largest decline in time spent was seen in Malaysia (down 22 percent), India (down 19 percent) and South Korea (down 15 percent). Taiwan, Hong Kong and New Zealand on the other hand actually showed increases in overall minutes spent in the category.

What or Who is Driving the Web-Based Email Exodus?

Advertisements

As per the many previous reports, it has been clearly indicated that young people who largely drive the traffic of web email and online trends. The young people also emerge as the top contributors in online community and strong users of email and online data. In last couple of years, the way social media has emerged as alternative platform, companies are incorporating more and more feature to retain the visitors. As a results, many virtual communication eco-system has been created by LinkedIn, twitter, Facebook and many regional such networking sites. This allows people to share atleats 60% of their general communication over such medium and literally the need to login on personal web based system got killed with the same ratio.

As social networking has reached a critical mass across most of Asia Pacific (52 percent reach), communicating via wall posts, messages, tweets etc. has often replaced the need for regular emailing in some peoples’ digital lives. Time spent on social networking sites in November 2010 grew 44 percent worldwide to reach a total of 272 billion minutes, in Asia-Pacific total minutes spent social networking climbed 16 percent. Across the region, every market except mobile-obsessed Japan experienced double-digital growth in minutes spent social networking on the computer; Malaysia – the market that witnessed the greatest decline of time spent on web-based email – experienced the greatest increase in social networking minutes – up 114 percent!

Another theory on the decline of web-based email usage: people are turning to their mobile devices to email and communicate.

So what does this mean for marketers?

  1. Email is still important, don’t take this as the sign to stop all together using the email channel to reach your audience. Targeted, permission-based email will remain one of the best ways to reach your existing and potential customers.
  2. Web-based email remains engaging. No one is going to give up his/her Gmail or Hotmail account without a fight. When they read their mails, they are still going to staring at that screen longer than the average web page so they will be exposed to the ad longer.
  3. Targeting and Re-Targeting. Many web-based email providers give advertisers a lot of information about the users that can be used to target advertising. In addition, if you are doing a branding campaign where frequency is important, you will have greater confidence that your message is reaching the same audience. People are not going to change email addresses every month.

1 COMMENT

LEAVE A REPLY

Please enter your comment!
Please enter your name here
Advertisements

Latest News

Why Is Apple Watch Series Selling Like Hot-Cakes!

Apple Watch, the iPhone Maker’s biggest innovation when it comes to health-tech, has been doing phenomenally well...

Google Is Dragged To Court For Spying On Employees And Firing Them!

It seems like Google is finally going to pay their dues for spying on their employees! According to a...

Exclusive: PhonePe Raises ₹5,000 Crore At A Valuation of ₹45,000 Crore

The digital payment company PhonePe has raised Rs 5,000 crore (approx $690 million) in a fresh round of funding. After the new...

Pre-Pandemic Level Job Recovery To Not Become A Reality Till 2024!

The COVID-19 pandemic led to millions of job losses all around the world. Now, while many reports suggest the global economy is...

Apple Mac Devices Are Being Affected By A New Malware Meant To Spy And Steal Information

If you are a Macbook user, then beware! There’s a new form of malware doing rounds on the internet and specifically targeting...

Decoding Slack Acquisition: A Move To Give Microsoft Taste Of Their Own Medicine?

The acquisition of Slack has left many surprised. The popular workplace messaging app Slack recently sold its business to...

In-Depth: Dprime

Will ‘TikTok By Microsoft’ Be A Winner?

For the last two years, TikTok has been in the public eye for all sorts of reasons. First, it was the exploded...

Facebook Subscription Model: Looking Beyond Ad Dollars?

Seldom do job listings create a stir this gripping. However, when the job listing in question is a stealth post from Twitter,...

Will The Online Food Delivery Market in India End Up Becoming A Two-Horse Race?

It's pretty much evident that the food delivery space in India is all set to get riled up soon enough as one...

More Articles Like This