The longevity of email marketing has arisen as a highly debated topic in the digital marketing world. It’s common to encounter headlines like “email marketing is dead” on Google, followed by an explanation of a new technology that’s apparently more popular, and efficient than email. For instance, the most recent example of this came with the rise of social media marketing.
However, the truth is that as powerful as social media and other marketing techniques might be, they don’t eliminate the need for email. Statistics constantly show that email marketing is still thriving today. Let’s look at just some of the reasons why email marketing is far from extinct.
Everyone Uses Email
While PPC ads are popular and social media is growing more competitive, everyone uses email. In fact, it’s the conversational medium that dominates the digital economy, with 86% of business professionals saying that they prefer to use email to communicate. It’s hard to find anyone in the modern world that doesn’t have their own email address – whether it’s a personal one, or a corporate address.
Regardless of what industry you’re in, you can rest assured that most of your customers will be using email.
Email Is Affordable
Thanks to the rise of email template programs and other great technology, email marketing has become incredibly affordable for almost any shape or size of business. Popular platforms come with plenty of smart functionality features including automation and analytics facilities. The lower price point of email marketing means that it’s a great way for startups and small businesses to get started in the digital marketing space.
What’s more, while the price of email marketing might be low, the return on investment is very high. In fact, 59% of B2B marketers say that email is the most lucrative channel they have for revenue generation.
Engagement on Email Remains Strong
Many companies assume that email marketing is for the older generation – but this isn’t necessarily the case. In fact, 73% of millennials suggest that email is their preferred way of communicating with brands. As the dominant digital platform for the last 40 years, email is the authority in the communication space, and it’s a great way to reach out to customers.
In general, clients are more likely to open an email provided it has the right subject line than they are to respond to other forms of digital marketing. The key is writing mail that people want to read. Marketers who get the content right will see their engagement soar.
Email Offers Valuable Analytics
Email marketing creates a powerful feedback loop between brands and customers. After deploying a campaign, brands can improve its efficacy by checking on analytics. The more businesses run campaigns, the more they’ll learn about their marketplace and customers, making it easier to create customized marketing strategies. Many email platforms come with analytics features built-in, such as options to measure click-through rates and open rates.
The feedback offered by email marketing can be highly valuable as it provides companies with a constant stream of business information to use to their advantage. This keeps businesses customer-centric and innovative.