In a world of short-form content and ephemeral social posts, email might seem like an obsolete channel stubbornly clinging onto life. However, the reality is that email is more robust than ever. As we head into 2026, email is claiming its place among younger users. Far from abandoned, the inbox remains a foundational touchpoint and may even be gaining renewed relevance for marketers seeking to connect with digital natives.
The misconception: young people don’t use email
It’s a common assumption that younger cohorts have moved on from email to DMs and social apps. But recent data tells a different story. According to DataReportal, internet users aged 16-24 were the most likely to use email among all working-age adults. More broadly, the user base continues to expand across all age demographics. More than 4.48 billion people use email, with daily volumes exceeding 360 billion messages, according to data by DemandSage. Of these, about 78% of individuals aged 16-24 report using email regularly. In short: Email is far from dead. As a channel, it remains very much active (and meaningful) among younger audiences.
Why younger audiences are revisiting email (or never left)
Some may not find this revelation so surprising. For many younger people, email is less about catching up with friends (a la social media) and more about managing their digital identity: their account sign-ups, verifications, purchases and other online infrastructure depend on an inbox. As noted in a 2022 study by Edison Mail, younger generations rely more heavily on email for managing their digital identities than other forms of correspondence.
Where social feeds are crowded and algorithm-driven, email can feel quieter and more direct. The one-to-one presentation of the email inbox can stand out when relentless digital static causes branding fatigue to set in. And the the personalization capabilities of email often appeal to younger audiences, giving the channel a chance to shine.
Third, the mobile-first world flips the advantage in favor of email. A significant percentage of email opens happen on mobile devices. Younger users accustomed to phones as their primary devices are comfortable with the format and want the experience to be smooth, meaning marketers must optimize accordingly.
What this means for marketers
In practical terms, many of the email strategies resonating with younger audiences tend to emphasize clear value. Early access, exclusive content, drop notifications, or curated recommendations often perform well because they offer something distinct from the broader stream of brand messaging young consumers encounter elsewhere. Generic blasts still exist, but many marketers are experimenting with ways to make the inbox feel more purposeful and worth opting into.
A polished, mobile-native experience also matters, given how frequently email is opened on smartphones. Fast load times, clean layouts and minimal friction can influence how younger subscribers perceive a brand’s presence in their inbox. Preference controls are becoming more common as well, giving users the ability to choose what they receive and how often, which is in line with the broader desire for autonomy across digital channels.
Measurement is evolving, too. While open rates remain part of the equation, younger audiences may signal engagement in different ways: growth in mobile-based sign-ups, redemption of time-sensitive offers, forwards and shares within peer networks or interactions that reflect active interest rather than passive views. These patterns suggest that email’s role for younger consumers may be more dynamic than marketers have traditionally expected, functioning less as a background channel and more as a point of deliberate interaction.
All in all, maybe it’s a bit of an overstatement to call email’s continued use a resurgence. Still, with a new year just around the corner, it’s the perfect time to re-appraise how you’re approaching email as a channel, especially when it comes to engaging younger audiences. For brands willing to treat it thoughtfully, email could play a strategic role in reaching and retaining digital natives.
