Email’s Next Act: It’s Still About ‘The List’ – Folio:

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For two decades, digerati positioned every peer-to-peer communication innovation as a modern replacement for that creaky, ancient inbox. From chat rooms to IM, social messengers to SMS, chatbots to mobile alerts, we were told, new generations of—(pick one) Gen-Xers, Millennials, Zs—were poised to embrace anything but their parents’ email habits.

And yet, far from creaky or dead, magazine newsletters especially are enjoying an ever-expanding, data-infused role driving not only traffic but retention, subscriptions and e-commerce.

“In December, we had the highest amount of traffic from email ever in the organization,” Meredith’s executive director of growth, Andrea Reynolds, tells Folio:. The share of overall traffic to individual brands varies widely (as low

Article source: https://www.foliomag.com/email-next-act/