According to the Radicati Group, more than 4,37 billion people around the world use the platform. Yes, the email address is still the "digital CPF", being necessary to use devices like smartphones and access various online services. Meanwhile, its relevance goes far beyond this role, mainly among young people
But what really keeps email relevant for Generation Z? This communication channel offers advantages that social networks often cannot: quality and curation of content; centralization of information;privacy and security
1. Content curation and quality
Generation Z values authenticity and quality in what they read, and email is one of the few tools that delivers exactly that. Different from social networks, he stands out for offering carefully curated and relevant content, being the only place on the Internet that is not dependent on algorithms and likes.
Newsletters are a great example. After all, the reader subscribes directly to that content, being a personal choice to receive information from that channel. The Waffle Group, that has eight leading newsletters in Brazil, test the relevance of this format among Generation Z with its 2 million active readers, of which 82% are between 18 and 34 years old. With open rates of 30% to 50%, it is clear that young people are engaged and value the quality of the content they receive by email, away from the distractions and superficialities of social media
2. Centralization of information
Understand, I am not saying that young people condemn and ban the use of social media. Quite the opposite! But while instant messaging apps and social networks are great for quick and interactive communication, email stands out in the organization and recording of important data.
In the corporate and educational environment, for example, it remains essential for formal and detailed communications. It is difficult to find a corporate professional who does not have an email address, frequently used to access services like Google Meets and Teams during working hours.
Logo, Generation Z, that works more and more, used to multitasking, find in the email an effective tool to keep everything organized in one place. That's why, many of them use their business email addresses to subscribe to newsletters. 48% of the users of the Waffle Group platform, for example, they do that, what highlights the relevance of this tool also in the professional environment of the younger generation
3. Privacy and security
A survey by Luzia revealed that 81% of young Brazilians stop using apps for fear of compromising their privacy. And it's not neurosis! According to the 2024 Fraud Report from Serasa Experian, 4 out of 10 people have already suffered fraud in Brazil (42%). The victims, 11% had exposure of personal data on the Internet, 15% had their social media or bank accounts stolen and 3% were victims of deepfakes.
In this sense, email is seen as a secure and reliable technology due to its authentication and encryption structure, that protects against unauthorized access. For Generation Z, that is especially aware of privacy issues, these factors make this channel a frequent choice
The Power of Email in Marketing
These reasons combined with the segmentation that email allows are significant differentiators that help maintain its relevance among younger people, making the channel a strategic piece for brands to connect with this audience.
After all, according to The Summer Hunter, 72% of consumers prefer to receive communications from companies and brands via email, 87% of marketing leaders consider email to be an essential component for the success of their campaigns
That's why, email is far from disappearing. With the growth of instant messaging and social networks, he offers secure communication, reliable and personalized, maintaining its relevance in an increasingly privacy-conscious and quality-seeking digital world
There is no doubt, the tool stands out as an effective way to reach Generation Z, that responds well to emails that are carefully directed and that present relevant and personalized content.
In a world of information overload and demand for quick answers, this channel has the ability to provide a reading experience without interruptions and with a high engagement rate
