Beginning 2nd half of 2016 SAP Digital Interconnect, added email as an API led digital business service to our portfolio, expanding the ability for consumer platforms ( such as SAP Marketing Cloud) to engage using multiple channels such as SMS, In-app Push and email using a single in-house service.
Email offers some unique channel advantages:
Email boasts the highest number of worldwide users ~4 billion
New public cloud driven businesses increasingly use a JSON/ RESTful API based email service
Despite social networks and messaging platforms commanding ever-increasing subscription, email continues to be a highly relevant communication channel with a low cost per engagement. For example, consider the below statistics on cost per engagement (tabulated based on internal and industry research)
* Industry estimates
Finally, Using email & SMS in conjunction is a great way to optimize engagement with SMS providing the benefit of immediacy in engagement ( >90% read rate within 30 minutes of receiving an SMS).