5 reasons brands should use email in 2016

Social media may seem more exciting, but studies prove that most people prefer good old-fashioned email. Need more convincing? Read on.

Ragan Insider Content

“Email is the cockroach of the Internet.” —Stuart Butterfield, co-founder of Slack

Nearly everyone is on Facebook. Most professionals are on LinkedIn, Instagram is an engagement powerhouse, Snapchat is a content game-changer, Twitter has added hearts, and so on.

The argument to diversify and focus on newer and shinier communication platforms is complex: For every advantage there is an equally compelling disadvantage.

Businesses might overlook email in this era of shiny new things, but email easily outperforms each of the social networks above in click-throughs and open rates (or the social networks’ equivalents).

Here are five reasons why email will endure as one of 2016’s most important communication channels:

1. Email’s open rates and click-throughs remain high.

Sixty-three percent of emails sent to B2B professionals are deleted before they’re read, yet email is still is the most effective way to reach this audience.

How is this possible?

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