“You want to engage Millennials? Move all your budget into social media, into mobile advertising. That’s where the action is.” At first glance, it makes sense. And, like a lot of knee-jerk prognostications, that would be totally wrong. But there’s the key: social channels, whether deskbound or mobile, rule the social engagement sphere for Millennials. When it comes to consumer-to-brand communication, there’s an entirely different dynamic in play. For Millennials, who view brand authenticity, transparency and personalization as basic requirements for capturing their attention, social media isn’t where they want to conduct ongoing one-to-ones with brands. That’s email’s role.