Email is the Rodney Dangerfield of digital marketing. Much maligned and disrespected for much of its life, email has lasted much longer than predicted. We lost Mr. Dangerfield back in 2004 but that’s around the same time marketers started to annuall write that email is dead.

Fast-forward to today where email is still one of the most powerful engagement mechanisms, provided you have a good list, good content and a strong call to action.

A recent Digiday article hinted that the ROI-centered Direct to Consumer brand marketers are leaving email for mobile messaging this holiday season. Michelle Cordeiro Grant, CEO of Lively, said “We basically believe that email has become so cluttered and crazy, that text is a new way to cut through.”

Respect for Texting and Email