Industry news

IAB: Email is still best

Email will continue to be the best way of communicating over the internet, one expert has said.

The Internet Advertising Bureau (IAB) revealed that email is a versatile and widely accepted form of communication that has become "ingrained into everyday life".

Jack Wellington, programmes manager at the IAB, said the method was cheap and universal as no matter where you are and what software you use, there is never a compatibility issue.

"Interestingly, email on smartphones is free and as simple as texting. As this technology becomes more affordable there's potential for email to replace texting altogether, further growing the medium," he added.

According to a study by Habeas, more than two-thirds (67 per cent) of those polled prefer email to other online communications, such as instant messaging, and 65 per cent believe they will continue to do so for the next five years.

The IAB is the trade association for the internet marketing industry and works with its members to ensure marketers can engage with their customers online.