It’s become a kind of modern address. Even though people tend to have multiple addresses, they stick with them for long periods of time, and there’s a real benefit for brands to have that long-term connection. The customer places a high value on their own email address and on the ease and consistency it provides.

Social media offers instant gratification; it’s fleeting. And if you don’t engage in that moment, it disappears. But email is still self-managed at the convenience of the user. It's one of the few channels where people still have full control of what’s delivered and when they read it.