Email Dead or Not?

2016 we see more and more emerging products that help out marketers to better market, communicate and generate leads. Thus a question arises if the good old email marketing is dead? Is it still worthy to invest time and money in reaching your clients through email?

Decided it yourself:

  • In the last couple years’ email opens on mobile grew by 30%
  • More than half of emails are opened on the phone
  • Around 900 million people are using Gmail. That’s an increase by 425 million from 2012. These numbers don’t seem to be decreasing. And out of the 900million users, at least 75% of them access emails on the phone
  • ROI for emails - based on the most recent studies done by “Campaign Monitor” - is 38-to-1 on every dollar invested
  • Also “Mckinsey” found out that emails are 40 times more effective at acquiring new customers than Facebook or Twitter
  • “Radicati” estimates that by the end of 2016 there will be over 4.6 billion email accounts and in 2019 over 5.5 billion accounts
  • More than 13h per week are spent on emails at workplace says “McKinsey & Company”

Of course, the email as we knew 10 years or so is gone. It evolved to a new stage like everything does that wish to survive. Email moved from a P2P communication to the place where the user receives the information he is interested the most in. For example, newsletters from blogs, social media updates, and product shipment notifications. E-mail is not used anymore for a daily conversation between friends and coworkers. This hole was filled by more convenient technologies such as Slack, Skype, Facebook messenger and others. Email evolved and the application of it for marketing also should evolve. To bring the largest benefit some critical changes should be made in the email itself like:

  • Personalization. In every e-mail use names, last names, date of birth, city, gender, and hobbies;
  • Interactive. Add animation, gifs, and video;
  • Integration with other marketing channels - Facebook, Linkedin, Twitter and other.
  • Automation
  • Other relevant changes.

So stop looking at emails as a forgotten chat/communication channel. Start looking at how it evolved and what people use it these days and apply to your own marketing strategy for the best effect and ROI.