We actually sent a telegram maybe ten years ago when we were backpacking through Russia, still a thing and the quickest way to communicate with people when you only know an address and not a phone number or email in a place so vast.
So, i get Napiers point and there's still a niche for the old ways. But social media is the most important way of reaching their audience I also think the Phoenix clearly learned their lesson about email.
Also where do you really draw the line? Do you really want them emailing you every little thing? What about the people that still use snail mail?