According to Radicati Group, more than 4.37 billion people around the world use the platform. Yes, the electronic address is still the “CPF digital”, being necessary to use devices such as smartphones and access various online services.
But what really keeps email relevant to Generation Z? This communication channel offers advantages that social networks often fail to: quality and curation of content; centralization of information; privacy and security.
1. Content and quality curation
Generation Z values authenticity and quality in what they read, and email is one of the few tools that delivers exactly that. Unlike social networks, it stands out for offering carefully curated and relevant content, being the only place on the Internet that is not dependent on the algorithm and likes.
After all, the reader subscribes directly to that content, being a choice of their own to receive information from that channel. The Waffle Group, which has eight leading newsletters in Brazil, proves the relevance of this format among Generation Z with its 2 million active readers, of which 82% are between 18 and 34 years old. With open rates from 30% to 50%, it is clear that young people are engaged and value the quality of content they receive by email, far from the distractions and superficialities of social networks.
2. Centralization of information
Understand, I am not saying that young people condemn and ban social networks from their use. Quite the contrary! But while instant messaging applications and social networks are great for fast and interactive communication, email stands out in the organization and registration of important data.
In the corporate and educational environment, for example, it remains essential for formal and detailed communications. It is difficult to find a corporate professional who does not have an electronic address, often used to access services such as Google Meets and Teams during office hours.
Therefore, Generation Z, who is increasingly working, accustomed to multitasking, finds in email an effective tool to keep everything organized in one place. Therefore, many of them use their business e-mail addresses to subscribe to newsletters. 48% of the users of the Waffle Group platform, for example, do this, which highlights the relevance of this tool also in the professional environment of the younger generation.
3. Privacy and security
A survey by Luzia revealed that 81% of young Brazilians stop using applications for fear of compromising their privacy. And it is not neurosis! According to the Serasa Experian Fraud Report 2024, 4 out of 10 people have already suffered fraud in Brazil (42%). Of the victims, 11% had exposure of personal data on the Internet, 15% had their social network 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, which protects against unauthorized access.For Generation Z, who is especially aware 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 differentials that help maintain its relevance among younger people, 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 by email, and 87% of marketing leaders consider the email address as an essential piece for the success of their campaigns.
With the growth of instant messaging and social networking, it offers secure, reliable and personalized communication while maintaining its relevance in a digital world increasingly thirsty for privacy and quality.
There is no doubt, the tool stands out as an effective way to reach Generation Z, who respond well to emails that are carefully targeted and that feature relevant and personalized content.
In a world of information overload and demand for fast responses, this channel has the ability to provide a seamless reading experience with a high engagement rate.
