According to the Radicati Group, more than 4.37 billion people worldwide use the platform. Yes, the electronic address is still the "digital CPF," necessary to use devices like smartphones and access various online services. However, its relevance goes far beyond this role, especially among young people.
But what really keeps email relevant for Generation Z? This communication channel offers advantages that social networks often cannot: content quality and curation; centralized information; 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 that is not dependent on algorithms and likes.
Newsletters are a great example. In the end, the reader subscribes directly to that content, making a personal choice to receive information from that channel. The Waffle Group, which has eight leading newsletters in Brazil, demonstrates the relevance of this format among Generation Z with its 2 million active readers, of whom 82% are between 18 and 34 years old. With open 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. Centralization of information
Understand, I am not saying that young people condemn and ban social media from their use. Quite the opposite! While instant messaging apps and social networks are great for quick and interactive communication, email stands out in organizing and recording 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 email address, often used to access services like Google Meets and Teams during working hours.
Logo, Generation Z, who works more and more, accustomed to multitasking, finds in email an effective tool to keep everything organized in one place. Therefore, many of them use their corporate email addresses to subscribe to newsletters. 48% of users of the Waffle Group platform, for example, do this, highlighting the relevance of this tool also in the professional environment of the younger generation.
3. Privacy and security
A study by Luzia revealed that 81% of Brazilian youth stop using apps for fear of compromising their privacy. And it's not neurosis! According to the 2024 Fraud Report from Serasa Experian, 4 out of 10 people have already experienced fraud in Brazil (42%). Of the victims, 11% had their personal data exposed on the Internet, 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, which protects against unauthorized access. For Generation Z, which 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 advantages that help maintain your relevance among the younger audience, making the channel a strategic tool for brands to connect with this demographic.
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 the email address to be an essential part of the success of their campaigns.
That's why 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 privacy- and quality-hungry digital world.
There is no doubt that the tool stands out as an effective way to reach Generation Z, who respond well to carefully targeted emails that 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 a high engagement rate.
