Despite an influx of new communication channels in which to target potential customers through in recent years, email remains an effective acquisition tool - if done right. 

A recent study in the US has found that the time spent on reading emails (both work and personal) is growing and in an 'always on' culture we pretty much check emails anywhere, anytime. 

Although with that comes higher expectations. Consumers expect to receive relevant, timely communications that are interesting, helpful or entertaining - they need to serve a purpose. With increasing viewing time on mobile, it's also affecting the tone of communications where copy can be less formal (ahem, emojis?) and generally shorter.

So email marketing is not dead. It's a proven, cost-effective and successful channel for most organisations but by far not one that should be neglected. Changing technology, cultures and expectations ensure that this channel constantly evolves.