Is email use up or down? With so many conflicting studies and opinions floating around the cybersphere it can be hard to separate fact from fiction. Today we’re going to do just that – dig through all the statistics and figures so that you don’t have to. You’re welcome.

Myth One: Email Is Dead (Not)

Truth: Email use is increasing.

At least that’s what the numbers tell us. Consumer preference for email has actually increased by 5% since 2008, according to a January 2012 study by marketing company Exact Target.

The study also revealed that email is the consumers’ preferred method of engaging with the brands they buy from – by a wide margin! In fact, more than 77% preferred email as a means of receiving messages – that’s almost 8 out of every 10 people!

Contrary to the hype, the study also revealed that the second medium consumers look for isn’t even online – it’s good old direct mail, the only offline tactic on the list. And direct mail came in at a distant 2nd with 9% of consumers preferring it over other channels.

The full list goes like this:

Email = 78%

Direct (snail mail) = 9%

Text (SMS) = 5%

Facebook = 4%

Phone = 2%

Twitter = 1%

Linkedin = 1%

Mobile App = 1%

Myth Two: Mobile Phones Have Replaced Email

Truth: Mobile phones have made it easier to access our email anywhere and everywhere.

According to a study by Ignition One, a provider of data management, mobile email use grew a staggering 37% in the first half of 2012 alone.

The fact is that mobile’s impact on email has been overwhelmingly positive. As mobile devices become more complex, people have access to their emails literally in the palms of their hands, freeing them from the chains of the desktop perhaps but certainly not from the responsibilities of the job.

“Email is more relevant today than ever before as consumption continues to grow on more platforms,” stated Matt Blumberg, CEO of Return Path. “Email is everywhere you want your message to be.”

Myth Three: Email Marketing Isn’t Effective

Truth: Email is the channel most likely to result in a purchase after receiving a promotional message.

Let’s go back to that Exact Target survey for some answers. People were also asked which channels had resulting in their making a “purchase” after receiving a promotional message. And the survey said… Email! This was followed by direct mail. But you knew that didn’t you?

Here’s the full list of results

Email = 66% purchased

Snail Mail = 65% purchased

Phone = 24% purchased

Facebook = 20% purchased

Text (SMS) = 16% purchased

Mobile App = 10% purchased

Twitter = 6% purchased

Linkedin = 4% purchased

So What Does It All Mean?

The data is in and the bottom line is that email works. It works better than any other channel.

Successful marketers have the guts to resist the pressure to jump aboard the shiny new object train and ignore the hype. They know that when your bonus is based on how effectively your marketing efforts generate qualified leads or actual sales, you don’t compromise your email program for anything. It’s the most powerful tool in your arsenal!