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 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.
Let's see what other pros have to say about Email Marketing.
Neil Patel - Is Email marketing dead?
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.