According to the Radicati Group, more than 4.37 billion people around the world use the platform. Yes, the email address is still the “digital ID”, necessary for using devices like smartphones and accessing various online services. However, its relevance goes far beyond this role, especially among the youth.
But what really keeps email relevant for Generation Z? This communication channel offers advantages that social networks often cannot: content quality and curation; information centralization; privacy and security.
1. Content Curation and Quality
Generation Z highly values authenticity and quality in what they read, and email is one of the few tools that delivers exactly that. Unlike social media, it stands out for offering carefully curated and relevant content, being the only place on the Internet not dependent on algorithms and likes.
Newsletters are a great example. After all, the reader subscribes directly to that content, making it their own choice to receive information from that channel. Grupo Waffle, which has eight leading newsletters in Brazil, proves the relevance of this format among Generation Z with its 2 million active readers, 82% of whom are between 18 and 34 years old. With opening rates of 30% to 50%, it is clear that young people are engaged and value the quality of the content they receive via email, away from the distractions and superficialities of social media.
2. Information Centralization
Understand, I’m not saying that young people condemn and ban the use of social media. On the contrary! But while instant messaging apps and social networks are great for quick and interactive communication, email stands out in organizing and keeping track of important data.
In the corporate and educational environment, for example, it remains essential for formal and detailed communications. It’s hard to find a corporate professional without an email address, often used to access services like Google Meets and Teams during work hours.
Therefore, Generation Z, who work more and are accustomed to multitasking, finds email an effective tool to keep everything organized in one place. That’s why many of them use their corporate email addresses to subscribe to newsletters. 48% of users on the Waffle Group platform, for instance, do this, highlighting the relevance of this tool in the professional environment of the younger generation as well.
3. Privacy and Security
A study by Luzia revealed that 81% of young Brazilians stop using apps for fear of compromising their privacy. And it’s not unwarranted! According to Serasa Experian’s 2024 Fraud Report, 4 out of 10 people in Brazil have already been victims of fraud (42%). Of the victims, 11% had their personal data exposed online, 15% had their social media or bank accounts stolen, and 3% were victims of deepfakes.
In this sense, email is seen as a secure and reliable technology due to its authentication and encryption structure, protecting against unauthorized access. For Generation Z, who are particularly conscious of privacy issues, these factors make this channel a frequent choice.
The power of email in marketing
These reasons combined with the segmentation that email allows are significant differentiators that help maintain its relevance among the younger generation, making the channel a strategic piece for brands to connect with this audience.
After all, according to The Summer Hunter, 72% of consumers prefer to receive communications from companies and brands via email, and 87% of marketing leaders consider email as an essential piece for the success of their campaigns.
Therefore, email is far from disappearing. With the growth of instant messaging and social networks, it offers secure, reliable, and personalized communication, maintaining its relevance in an increasingly digital world thirsty for privacy and quality.
There is no doubt, the tool stands out as an effective way to reach Generation Z, which responds well to emails that are carefully targeted and present relevant and personalized content.
In a world of information overload and demand for quick answers, this channel has the ability to provide an uninterrupted reading experience with high engagement rates.
