Email still matters in digital culture. It just has more specific uses. For example, heavy users of the Internet use it for “official” communications. Social exchanges belong over at social media sites.
On any email list, there will be three populations: the people who love you, the people who like you, and the group who are voyeurs, just hanging in there for the view. A recent piece over at MarketingProfs discusses how to know that difference. And what to do about it to build brand loyalty.