Is email marketing dead? From what I read this is a common question in Digital Marketing forums. Many ask themselves whether in an age where social networks are taking such a significant part it is worthwhile investing in Email Marketing. And if yes, how to do it right? In this article, we will discuss the question of whether it is worthwhile investing in Email Marketing or whether we should direct our resources to other marketing methods.

The main argument of those who claim the dead Email marketing is: "Social Media are taking the place of Email, and we won't be using email soon. According to The Radicati Group, email marketing is far from being dead. Quite the opposite, they expect a significant increase in the number of daily emails sent in the future.

This statistic shows the number of sent and received e-mails per day worldwide from 2017 to 2022. While roughly 269 billion emails were sent and received each day in 2017, the figure is expected to increase to over 333 billion daily mails in 2022.

This study shows that the estimated growth rate (2017-2022) is around 24 percent. Even if the numbers will be lower, and we will see "only" 20% increase during until 2022, we can certainly say that the trend is positive.

In order to get a clearer picture, we will compare the data with few others studies regarding the same subject. Again I will use another study made by Statista about: "Frequency of checking e-mail in general according to workers in the United States."

This statistic presents the general frequency of checking e-mail according to workers in the United States as of June 2018. According to the findings, 70 percent of respondents stated that they checked their e-mail as often as they should, while in comparison 25 percent reported to checking too often and requiring a reduction. Only 5 percent of the workers think they don't check their Email enough. That means most of the worker in the US say they do a great job checking their emails.

Work habits are almost impossible to change, especially in large organizations. While there are amazing startups in task management such as Slack and Trello, some organization still use Excel. Most people want to come from 9-5, and go home at the end of the day. As marketer and entrepreneur, we always look for innovations and opportunities, but big corporates only want to save the system and let it work.

My point is, worker and people will continue using Email as the central work tool. They won't hurry up to change all the system, that means workers will continue using Emails, and old software.

The marketing world invests in email marketing. This statistic shows the planned change to marketing budgets in the United States as of March 2017, broken down by marketing channel. During the survey, 48 percent of respondents reported intending to increase spending on e-mail marketing and that 29 percent intended to increase spending on online display ads.

Planned changes to marketing budgets in the United States in 2017, by channel 

Let's see what other pros have to say about Email Marketing.

Neil Patel - Is Email marketing dead?

The surprising truth about Email Marketing 

Daniela Andreevska - Mashvisor

No, the short answer to this is email marketing is not dead. Emails  will still be a significant part of the marketing business in 2019 and  beyond. Actually, emails are the most efficient and successful way to  convert users of your platform into customers. Let's face it. Very few  people will get so impressed with your product or service from the first  time they visit your website and read about what you offer. Only a  small percent of first-time users will be ready to give you their credit  card and pay for the product you offer. However, many more are willing  to provide you with their email address and start receiving regular  communication from you. This is the time to start sending them more and  more information about what you are offering as a business and how it  will help them improve their life or their own business. Emails give you  the chance to really attract the attention of users and convert them  into customers. Moreover, many consumers as well as businesses prefer  email communication rather than phone calls or in-person meetings as  they find this mode of communication more efficient. After all, you can  receive and send emails anywhere at any time.
However, having said all that, email marketers should be  readjusting and tuning their strategies in 2019 and beyond to really  grab the attention of potential customers and retain it. A person  receives multiple emails every day, so you really have to make sure that  yours stand out from the crowd. Send out short, clear,  straight-to-the-point emails with strong visuals. Highlight the main  features of your product and the benefits it offers to consumers. Always  propose an easy way for your users to follow up with you, whether by  email or phone or any other way.

Leanna Glenn DeBellevue - Legacy Marketing Agency

Ask 100 people what they think about email marketing and half will  tell you it doesn’t work and don’t waste your time the other half swear  by it. I am of the belief that email marketing is alive and well. It  should be a vital part of any successful business marketing strategy.  Here is why I say this; email marketing brings people into “your house”.  Social media platforms are great and should not be ignored however many  businesses today make the mistake of giving up email marketing in lieu  of social media marketing. Both components are important and work best  when they are leveraged against one another. Email marketing allows  businesses to continue to build credibility and strengthen relationships  developed in other places. Email is a personalized way to engage with  your audience. For example, templates can be customized to include a  potential client’s first names, feeling more personal and can be adapted  to allow for a variety of personalization that increases engagement.  Social media platforms do not have that type of capability. Another  benefit of email marketing is that they are cost effective. It does not  cost anything to send an email. Most marketing tools have a cost  associated with them, regardless if it is digital or traditional means  of media exposure. Email marketing also gives valuable data to help a  company determine what their customers want to see, and when. They can  view open rates, times, and engagement levels based on the program  tracking device they use. This allows for effective campaigns and a  solid increase in ROI.
Another benefit of email marketing is that the business has control  of the vital information. When using online and digital platforms, the  customer data is not freely given and is only obtainable from the  company if they pay for ads or find other costly ways of obtaining the  information. A company can interact with a potential client but have no  way of reaching them outside of that limited space. If they do not have  pertinent information and the platform chooses to limit access the  business has lost valuable time and resources in the relationship  building phase. If the company has a strong email campaign in place they  are not at the mercy of online or digital platforms. Finally, the third  benefit we see is that it quickly gets information in front of the  potential clients. If there are specials, events or other calls to  action the business knows they have a way to get in front of the  customer within seconds. That benefit can be seen quickly in a company’s  bottom line.

Ruth Plater - Radialpath

Email Marketing is most certainly not dead. The whole concept of the  'death of email' started when the consumer became overwhelmed with  marketing messaging and email was clogging up their inbox with  irrelevant messaging. Some people think that email is old school and  many more believe that is just means more spam in someone's inbox. In  full transparency, 70% of all emails are actually categorised as spam  and some of that is sent by marketers who still purchase email  lists and send endless mailshots to people who don't want to hear from  them.
But if you consider some key data about email, such as included in the Radicati report, you'll realise it's continued relevancy, but only if leveraged properly.
As of early 2018, there are 4.3 billion email accounts sending 196 billion emails every day
91% of consumers check their emails daily
Emails is a channel that you own
77% of consumer prefer email for marketing communications over other methods
Email allows for high personalisation
Email has marketing has an average ROI of 4300%
Email  is still necessary to communicate key information, perhaps about how to  navigate a new SaaS application that a user has signed up for, or where  they can find more information on how to achieve their business goals  with useful and free content. For retailers, shopping is moving more and  more online and users are genuinely interested in receiving  personalised content direct to their inbox for special offers, customer  loyalty rewards and VIP previews of new products and offers. If they  gain from the email content, it'll be well received.
The  best part about email is it's versatility. We could consider it to be  dead when using a cold outbound approach, but when incorporated into the  inbound methodology, it can be used to nurture and close your leads,  turning them into customers with ease.
Do we still need to collect emails? Both positive and negative answers will be welcome.
When  concluding that email is not dead, this means that we certainly must  continue to collect emails. With these email addresses we can provide  our leads with helpful, relevant content and build up a stronger and  deeper relationship with them. This allows a brand to position itself as  a consultant, ready to help customers with their challenges. This  collection of emails, combined with providing your subscribers with the  right content, at the right time, and in the right contacts will make  your leads more likely to interact with you.

Emails don't  necessarily have to be collected at the very start of a buyers journey,  although it's definitely useful. If we look back to the marketing funnel  and the means of nurturing a lead through email, we can get that  process kicked off through email. However, it's useful collecting emails  all the way up until your lead becomes a customer. With an inbound  marketing focus, we can use post-purchase emails to check in on our  customers, send out exclusive offers and turn them into our advocates.