This era of technological advancement has been accused of “killing” a lot of things. Some say that Airbnb is killing the hotel business, others will tell you that ride-sharing threatens the taxi-cab industry, and millennials have caused the death of all sorts of things.
Email Marketing is dead…or is it?
The “death toll” of digital marketing channels continues to grow—but we can’t always believe the dramatic claims we hear.
After all, people have been saying SEO has been dead for years. This argument is weak at best, especially when you consider Google, a company fueled by search traffic, has been on an upward trajectory for the last two decades.
Still, the tech obituary continues to announce new victims. One recent claim you may have heard: Email marketing is dead. It’s no wonder professionals feel this way, this year’s pandemic does bring up some challenges. Tech companies—and their tactics—are falling under speculation and numerous marketers have been clinging to the idea that email marketing is obsolete.
Today, regardless of what’s going on, we’re going to pivot away from this idea. Our current world situation is actually making us more creative with “old fashion” tools. That’s right, one of them is Email Marketing.
No, it isn’t dead but it is changing. Email Marketing is evolving, and as marketers, we have to evolve with it.
Why do people think email marketing is dead?
Data got powerful
As the years have passed, we’ve seen just how far data collection can go. Data can be used to categorize traits, manipulate users, and potentially influence elections.
It’s data’s endless possibilities that have weighed heavily on the EU since the 90s, inspiring the 1995 Data Protection Directive, and most recently, GDPR. (It’s worth noting that the beginnings of the GDPR movement began the same year Facebook was compromised.)
You may be asking what is GDPR
>>> The General Data Protection Regulation (GDPR) is a legal framework that sets guidelines for the collection and processing of personal information from individuals who live in the European Union (EU) <<<
(I can cover this topic in greater detail in another blog if you, my dear reader, want me to)
Growing A Organic Email List
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When it comes to growing a subscriber list organically and preventing churn, email marketers want users who are interested in marketing messages and personalized offers.
Users unsure about their subscription status, why they’re receiving emails, or how they got on the list—these are not typically indicative of quality subscribers or a well-executed email list.
In fact, if users feel that they can trust you and your brand, they will give you their information. Most consumers are willing to trade personal information for trustworthy benefits and valuable products.
Email marketing is doing better than ever
before as an industry
Email continues to be one of the worthiest investments a businesses can make. In fact, 65% of marketers cite it as the top ROI-generating marketing method for their organizations. Perhaps this is why 50% percent of marketers sought to increase their spending on email marketing this year.
Email marketing is not just a boon for businesses, however. Email marketing is also a growing career opportunity. Did you know that as of 2017, email marketing jobs were trending, making email marketing a worthy investment and a profession in high demand.
You can still reach more people through email
More people use email than social media
Marketers may claim email marketing is dead, but more people continue to use email over social media. And here is why…You do not have any control on your Social Media followers, if you have a list of emails that you correspond with on a regular bases, you own that list. The algorithm for any of the Social Media platforms is always changing so needless to say, is unpredictable as to whom may get to see your messages. Studies have shown that only about 2 to 3% of those that follow you on any of Social Media platforms, will ever get to see what you are publishing. In fact, only ~74% of internet users use social media, whereas 89.6% of internet users send an email at least once per month.
And even though many people still use social media, not everyone is utilizing the same platform. Instead of focusing your personalization tactics to specific platforms, you could be segmenting your emails based on user data. Since 51% of marketers consider email segmentation to be the most effective personalization tactic, focusing on social media alone may be a lost opportunity.
Plus, segmented email marketing campaigns boast 14.64% more email opens and nearly 60% more clicks. Customization helps users prepare, which makes the email more relevant and valuable.
Most people expect and appreciate
email marketing efforts
We may traditionally consider advertisements to be a nuisance, but 32% of consumers want to receive promotional emails more than once a week.
Of the numerous people who subscribe to newsletters, 74% want a welcome email when they subscribe to a list. Even something as familiar as a birthday email can drive open rates and conversions.
In short, users may have more control when it comes to their information, but many consumers appreciate marketing efforts and even expect them.
Email Marketing is a constant
Wrapping up
People may have more power over their information, but that doesn’t mean email marketing has lost its appeal. If anything, we as business people, see great potential to improve the lives of our subscribers. By listening to users, we can easily evolve with email marketing.
And as always, I hope that if you find this article of value, that you would share it on your social media platforms.
Please let me know if there is anything that I can be of assistance with your marketing. You are certainly welcomed to reach out to us if you want to have a free ½ hour consultation.
If you have a topic you'd like us to cover, email us at
john@thejrsolutions.com. We would be very happy to try to accommodate your request.
