Email Is Still the Best Thing on the Internet

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Looking at this list of email's many current uses, it is obvious that some of these tasks will leave its domain. Each person will get to choose whether they use email as their primary identity on the web. Work and simple social messaging will keep moving to other platforms, too. The same will be true of digital delivery, where many cloud-based solutions have already proved superior. 

So, what will be left of the inbox, then? 

I contend email might actually become what we thought it was: an electronic letter-writing platform.

My colleague Ian Bogost pointed out to me that we've used the metaphor of the mail to describe the kind of communication that goes on through these servers. But, in reality, email did not replace letters, but all classes of communications: phone calls, in-person encounters, memos, marketing pleas, etc.

The metaphor of electronic mail never fully fit how people use e-mail. But, now, perhaps it might. Email could become a home for the kinds of communications that come in the mail: letters from actual people, bills, personalized advertisements, and periodicals. 

This change might be accelerated by services like Gmail's Priority Inbox, which sorts mail neatly (and automatically) into categories, or Unroll.me, which allows users to bundle incoming impersonal communications like newsletters and commercial offers into one easy custom publication.

That is to say, our inboxes are getting smarter and smarter. Serious tools are being built to help us direct and manage what was once just a chronological flow, which people dammed with inadequate organization systems hoping to survive the flood. (Remember all the folders in desktop email clients!)

It's worth noting that spam, which once threatened to overrun our inboxes, has been made invisible by more sophisticated email filtering. I received hundreds of spam emails yesterday, and yet I didn't see a single one because Gmail and my Atlantic email filtered them all neatly out of my main inbox. At the same time, the culture of botty spam spread to every other corner of the Internet. I see spam comments on every website and spam Facebook pages and spam Twitter accounts every day. 

Email has gotten much smarter and easier to use, while retaining its ubiquity and interoperability. But there is no one company promoting Email (TM), so those changes have gone relatively unremarked upon.

This is what email used to be (Wikimedia).

But recall Hotmail in 1996 or Microsoft Outlook in 1999 or—and I know some nerds will hate me for saying this—Pine over a telnet connection in 1993. Compare it to Gmail today or Mailbox on an iPhone. The process of receiving email has gotten so much better, friendlier, and more sophisticated. 

And one last thing ... This isn't something the originators of email ever could have imagined, but: Email does mobile really well.

While the mobile web is a rusting scrapheap of unreadable text, broken advertisements, and janky layouts, normal emails look great on phones! They are super lightweight, so they download quickly over any kind of connection, and the tools to forward or otherwise deal with them are built expertly and natively into our mobile devices. 

All this to say, email has soaked up many of the great things about the current web. It's pretty. It's convenient. Algorithms work over the raw feed to simplify the flow of information. Email, generally, is mobile-friendly and renders beautifully on all devices. These are the things that the current generation of web companies strive to accomplish. And look at old email, doing all that effortlessly.

While email's continued evolution is significant, what it has retained from the old web sets it apart from the other pretty, convenient apps. Email is an open, interoperable protocol. Someone can use Google's service, spin up a server of her own, or send messages through Microsoft's enterprise software. And yet all of these people can communicate seamlessly. While various governments have done what they can to hassle or destroy anonymous email services in the post-Snowden world, email is one of the more defensible and private parts of the mainstream Internet experience, especially if one is willing to go through some extra security procedures.

Last, Silicon Valley startups seem to be able to offer the great experiences that they do because they centralize our information within their server farms. But email proves that this is not necessarily the case. Progress can come from much more distributed decision-making processes. The email protocol evolves based on the deliberations of the Internet Engineering Task Force, not by the fiat rule of a single company in Silicon Valley or New York.

And what's changing isn't a product that must be rolled out to all users, but an ecosystem that provides niches for all kinds of different emailers. 

Perhaps the way, then, to recover some of the old web, before the dominance of Apple, Google, Amazon, and Facebook, isn't to build new competitors to those companies, but to redouble our use and support of good old email.

Email—yes, email—is one way forward for a less commercial, less centralized web, and the best thing is, this beautiful cockroach of a social network is already living in all of our homes. 

Now, all we have to do is convince the kids that the real rebellion against the pressures of social media isn't to escape to the ephemerality of Snapchat, but to retreat to the private, relaxed confines of their email inboxes. 

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