I know what you are thinking. Harish. You’re old. Don’t push your agenda. You look like the email type. We have moved to social media, in case you haven’t noticed. No email. It is so boring. Can we even call it digital marketing?

Wait. Wait. Don’t jump to conclusions. I agree, email is old. But look at the data below. And no, it’s not fake news. The email statistics for 2025 show that:

  • 86% of respondents said they have at least three email addresses.

  • 93% said they use email every day (who are these other 7%?).

  • 42% check their inboxes three to five times a day.

  • 79% of people check their email because they receive critical work messages.

  • 41% of respondents check email looking for discounts from brands.

  • 46% of people stated that the primary reason they open all emails from a brand is that the brand always sends them relevant messages.

  • 67% of respondents prefer short emails, with only 6% saying they enjoy longer ones. However, our email statistics show that for 28% of people, email length is irrelevant if the content is tailored to them.

  • 80% of the participants said they mark an email as spam if the email “looks like spam”. Also, 55% stated they report a message as spam if the sender didn’t ask permission to email them, while 47% will submit a spam complaint if the email doesn’t give them a way to unsubscribe.

  • For 43% of people, the primary reason they unsubscribe from an email list is that the sender emails them too often.

  • Most of our respondents (76%) check their spam folder, but 25% only check it a few times a year. Also, 14% stated that they never check their spam folder.

  • 25% never check their promotions tab.

  • 64% of people check their email primarily on mobile.

  • 60% of them say email is their preferred channel for work communication.

I have more data like this, but they all make the same point … that email is an important channel for all businesses and audience types.

You can’t argue with data.

Yes, I know email doesn’t have the glitter of social media, but it’s like mined diamonds. It is reliable, valuable and will always be around.

You know why? If you have someone’s email address, it is like having a direct connection with them. Just like when you have someone’s telephone number, you feel part of a privileged few who have that number that you can use to stay in touch.

You may miss a social media post.

You may miss a TV ad.

You may miss a podcast.

You may miss a display ad.

But you are very unlikely to miss an email. It just sits in your email inbox waiting for your attention.

My editor says he has 18,000 emails awaiting attention. That is 18,000 tasks to be done. He can miss 18,000 ads and not feel any FOMO. An email seems more serious than a message on social media. And thus, also commands more attention. This is why email is one of the most effective digital marketing channels available, and it is essential for businesses of all sizes.

There are many reasons why email marketing is so important for marketers. Here are a few:

  • Email is a direct line to customers. When someone shares their email address with a marketer or subscribes to their email list, they are giving permission to be contacted directly. This gives marketers a unique opportunity to build relationships with their customers and promote their products or services.

  • Email is highly targeted. Marketers can segment their email list based on demographics, interests and purchase history. This allows them to send targeted emails that are more likely to be opened and clicked on. For example, when a new model of a phone is launched, everyone who bought an earlier one can get an email notifying them that there is a new version of the phone in the market and asking them to buy it.

  • Email is personalised. Marketers can personalise their emails by using the subscriber’s name and leveraging their purchase history and other information. This makes their emails more relevant and engaging for their subscribers. For example, I just got an email from The Ken to say my subscription was ending soon and inviting me to resubscribe. This sort of personal communication is not possible through any other channel.

  • Email is measurable. One can track the open rates, CTRs and conversion rates of email campaigns. This data allows marketers to see what is working well and what is not, so they can improve their campaigns over time.

  • Email is affordable. Email marketing is one of the most cost-effective digital marketing channels available. Marketers can get started with email marketing for free. All they need is the email list and a person to write up an email.

As you can see, email is effective and inexpensive.

Excerpted with permission from Digital Marketing for Non-Marketers: An Irreverent Guide, Harish Vasudevan, Westland.