The debate we most often hear in marketing circles is over the existence of email marketing’s pulse: Is it dead or alive?
Well, the answer is obvious. No! Email is definitely NOT dead, nor will it be anytime soon. More than 200 million emails are sent out every minute of the day. This number proves that email is still a heavily used communication platform for enterprise marketers, consumers and brands alike.
Here are three reasons why email marketing isn’t going anywhere (Despite the premature death announcements!)
- It is evolving
From newsletters to targeted offerings, brands can now monitor, measure, test and tweak emails to drive customer engagement. Many new technologies show great promise of dramatically changing the email marketing game. Email will evolve into a platform that helps brands deliver cross-channel experiences and cease to simply be a medium for communication.
In a recent MarketingProfs article, Liga Bizune explored some key email trends to watch out for, illustrating that this channel will soon be more than just a medium for communication.
Here’s a quick glance at some of them: (below points are not complete sentences so removed periods)
- Wearable technology will change how brands communicate with email subscribers
- Following email’s transition to mobile, the need to develop better and more creative content will become stronger than ever
- Hyper-targeted, location-based email marketing will surface, thanks to the integration of proximity and geolocation applications into emails
- Video will play a bigger role in email marketing
- Predictive analytics will drive behavioral email marketing.
- It has distinct advantages over social.
Email marketing is dying! This rumour stems from the idea that social-media marketing, with its fancy bells and whistles is killing email. You can’t expect one marketing medium to do it all, even though social may be more effective than email in certain cases. Don’t get distracted by vanity metrics, and other hollow impressions that often fill marketers with a perceived sense of satisfaction.
There are too many overly enthusiastic marketers try to capture audience attention using slightly spammy tactics, like filling Twitter feeds with 24/7 automated tweets, blasting Facebook pages with irrelevant updates, sending automated direct messages, etc. These annoying efforts motivate your audience to click the “unfollow” button. That’s what it does!
Usage of using drive sales, customer acquisition and customer retention can be done by still using Email, while social media’s value really lies in customer engagement. Comparing the two channels is like comparing the sun and the moon. Lol!
- It is effective when correctly executed
People who think email is passé are probably not using it properly. Let us take an instance. One of the biggest challenges of email marketing is that a very small percentage of subscribers actually read newsletters. Now, it doesn’t necessarily mean that email is dead or dying if the read rate of your newsletters is pathetically low. Instead, it means that your calls to action aren’t up to scratch or your newsletters fail to pique audience interest. In that case, consider asking yourself the following questions.
- Is the tone of content friendly and helpful, or is it impersonal and promotional?
- Are you having a conversation with the reader, or talking “at” them?
- Are you driving meaningful one-on-one engagement?
Email is dead or dying! Don’t for a second believe this because if you do, you’re certain to miss out on opportunities that other marketing tools don’t provide.