With all the hype surrounding social media in recent years, it's easy to forget that email remains the most potent channel for driving business today. Because people prefer to receive emails from companies - more than any other form of communication. It sounds counter-intuitive, but it's true. A study last year from MarketingSherpa found that 72% of US adults prefer to communicate with companies via email – that’s more than social media, text messages and phone calls combined. More people are on email than social at any given moment, too. Radicati estimates the global email user base today to be 2.6 billion, while Facebook has about two-thirds of that. And Adobe recently found that we’re spending 17% more time in our inboxes this year than we did last year.
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