Why is email seen as the poor relation in digital marketing?

Flickr: Library of Congress SOURCE: https://www.flickr.com/photos/library_of_congress/

We use email in our everyday lives and it has certainly been around for a while, since 1972 courtesy of Raymond Tomlinson.

Email allowed us to seamlessly send electronic communications then, and today it is a common marketing tool to drive customer engagement.

So why is email seen as the poor relation in the world of digital marketing?

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