For all the hype about blogs, podcasting, instant messaging, and wikis, e-mail is still the dominant killer application.

 

Here’s a short test to confirm the assertion:

 

  • How much daily e-mail did you get two years ago? How much today?
  • How many newsletters did you subscribe to two years ago? How many today?
  • How much spam was sent to you two years ago? How much today?                                      

Unless you’ve made a very concerted effort to limit your e-mail then the overwhelmingly likely answer to all three of the questions is “much more.” The reason why e-mail continues to dominate the top spot amongst killer applications is because we need it and demand it. Blogs and podcasts are nice to have. We NEED e-mail!

 

Yes, many of us (myself included) complain about the high volume of e-mail, but the truth is we’ve become dependant on it!

 

In his recent column Just One Prediction For 2006: E-mail Will Flourish, Mark Naples contends that e-mail is not only the reigning killer app but also the future leader.

 

“...e-mail will continue to flourish. But, for whatever reason, I get the impression that most folks in our industry simply haven't even noticed that e-mail has been the killer app this year already, and that doesn't even include what it's been doing during the holiday run-up. Oh, you know this somewhere within your retail soul, you e-commerce junkies. Those of you who--like me--will do most of your holiday shopping online understand intuitively the power of branded, well-executed e-mail campaigns. Otherwise, why would we so eagerly open those offers we've been getting from Sierra Traders, Cabela's, or GolfSmith (if you're me), or Saks, Best Buy, Circuit City or some other high-end or targeted retailer (for others among you).”

 

RELATED ITEMS:

E-mail marketing 101 (Permission marketing)

Earning permission