The Hot New Channel for Reaching Real People: Email - WSJ

Frustrated and fatigued by social-media challenges, businesses and others looking for an audience turn to an old standby.

til;dr: “If you ask me, would I want a mailing list with 1,000 people on it or 100,000 followers on Twitter, I’d take the 1,000 emails all day long, because the business you get from 1,000 emails will be much more than you get from 100,000 people on Twitter or Instagram,”