Overheard a VP of marketing say email is DEAD at a conference last Tuesday

He claimed nobody under 30 opens them anymore, but our data says open rates are still holding at 22% for that age group. Has anyone else seen a real drop or is this just another hot take from old school executives?

3 comments

3 Comments

nguyen.angela1mo ago

Oh wow, another "email is dead" take from someone who probably still thinks MySpace was peak social media! Nothing says "I understand modern marketing" like declaring a whole channel dead because you personally don't like checking your inbox. Our numbers show the same steady engagement across age groups, and I'm willing to bet that VP's company probably sends boring, bloated newsletters nobody asked for. Maybe if they stopped treating email like a one-way megaphone and actually gave people something useful, their open rates wouldn't be tanking. Hot take culture is exhausting, but at least we got a good laugh out of it.

morgan_king361mo ago

Cut the fluff, segment smarter, give them a reason to open.

hannah3201mo ago

My buddy works at a mid-size clothing brand and their team almost killed email last year because the CEO thought it was outdated. They pulled the plug on campaigns for three months and watched their revenue drop 22% right before the holidays. Turns out their Instagram reach tanked too after algorithm changes, and they had nothing to fall back on. They quietly brought email back in January and spent two months rebuilding their list. Now they send a simple weekly thing with outfit ideas and a 10% off code that actually works. People still click.