The Shift in Business Communication
The way customers connect with businesses has undergone a seismic shift. Email, once the dominant digital communication tool, has lost its edge. Open rates that once hovered around 30–40% have steadily dropped into the teens — and in many industries, even lower. Click-through rates have followed the same downward trajectory, leaving marketers struggling to make meaningful connections through email alone.
Phone outreach is also in trouble. Where sales teams could once expect a decent pickup rate, now fewer people answer calls from unfamiliar numbers, with spam filters and robocall fatigue pushing answer rates down by half in just a few short years. For cold calling, the golden era is gone.
