Despite the widespread popularity of social media and text messaging, the rate at which online consumers are increasing email usage compared to decreasing is more than double the rate for both emerging media, according to a new report by ExactTarget.

The report found a positive connection among consumer usage of email, instant messaging, social networks and text messaging, dispelling myths that the explosion of social media and texting will overtake email usage.

“The total number of social media users is rapidly increasing, but often these users jump in quickly, only to curtail their use of social media over time,” said Morgan Stewart, ExactTarget’s director of research and strategy.

“Email on the other hand, is woven into all online interaction, making it an essential tool that consumers continue to use more and more.”

The increase in consumer email usage is not only tied to its close relationship with social media. Smartphones are driving increased usage of email as well, even among the college demographic.

“Nearly 40 percent of students use smartphones and two-thirds of those use email,” said Mike Hanley, director of the Institute for Mobile Media Research in the study.

“The increased use of mobile email is significant because it reverses the five-year trend of declining email use among college students.”

ExactTarget identified two key tactics marketers should use to drive continued success with email:

· To break through consumers’ inbox clutter, marketers should deliver timely, relevant and personalized emails to consumers.

· Due to consumers’ being increasingly open to promotional messages via text, marketers should develop mobile messaging strategies.

Tags: Email, Social Media

About the Author: Mike is a staff writer for WebProNews. Visit WebProNews for the latest ebusiness news.