Text is replacing email. You know it. I know it. It's increasingly becoming the preferred communication between friends, family members, etc. A whole new generation relies on text for most of their communication. Or FB messaging.
At one point people said "Direct mail is not dying!" Guess what? It is. ROI has dropped tremendously to the tune of around 25%, if not more.
So, enough of this silly self-deceiving talk that email is as good as ever. You want to swim upstream? Fine go ahead. But at least be honest with yourself that you're going to have to work twice as hard for half as much as reaching traffic through the new channels such as mobile, social, and so on.