Is email marketing dead?
04th Jun 2019
Is email marketing dead? Changes in privacy legislation and concerns about data security can make it feel difficult for brands to communicate with their audiences and overcrowded inboxes make it a challenge to maintain open and click-through rates.
With the range of digital and traditional media marketers have at their fingertips today, are we seeing an end to email’s domination? Should marketers turn to social media instead? The statistics that we have curated tell us otherwise.
Email is the most used online marketing channel
Email still dominates online communication. 90% of internet users send an email at least once a month as compared with 74% who use social media (Campaign Monitor). 92% of adults use email (Campaign Monitor), so you are almost guaranteed that your message will be seen in their inbox. With social media, you are at the mercy of algorithms, time of day and consistent user engagement.
Brands still turn to email to engage with their customers. 93% of B2B marketers use email to distribute content and 83% of B2B companies use e-newsletters as part of their content marketing program (Hubspot).
Email drives ROI
How to increase open rates
A successful email campaign that drives ROI starts with a strong open rate. Emails with personalised subject lines are 26% more likely to be opened (Campaign Monitor). 56% of brands using an emoji in their email subject line had a higher open rate than those that did not (Forbes).
Segmentation and personalisation
Personalisation, whether in subject lines or content, starts with segmentation. 94% of customer insights and marketing professionals across multiple industries said personalisation is “important,” “very important,” or “extremely important” for meeting their current email marketing objectives (Conversant Media). Personalised email messages improve click-through rates by an average of 14% and conversions by 10% (Campaign Monitor). Marketers who use segmented campaigns note as much as a 760% increase in revenue. (Campaign Monitor). Despite this, only 39% of online retailers were shown to be sending personalised product recommendations via email (Certona).
Email for mobile
Email marketing strategies need to be mobile-friendly, if not mobile-first. According to Litmus.com, mobile opens accounted for 46% of all email opens last year, and the number is growing. 35% of business professionals check their email on a mobile device. (Convince & Convert) and, again, this percentage is increasing.
Integrate email into a multichannel strategy
We see time and time again that siloed channels do not work as well in isolation as they do in combination with other channels. According to Digital Doughnut email marketing used in conjunction with a direct mail campaign achieves better brand awareness, increased ROI and improved customer experience. 51% consumers surveyed said they prefer companies to use a combination of mail and email and 65% like to browse through both print catalogues and web stores before making a purchase. Brand recall is also 40% higher when direct mail is followed up with an email (Marketing Mag).
To personalise their email marketing more easily and more effectively, brands are increasingly adopting marketing automation platforms. According to Emailmonday, 51% of companies are currently using marketing automation and 58% of B2B companies plan to adopt the technology. After one year of using marketing automation, 32% of companies claim to see increased revenue. 40% of those who have been using it for more than two years say revenue has grown (B2Bmarketing.net).
Overall, the statistics paint a clear picture. Email is not dead, but it is changing, and marketers have to change the way they are managing this channel to keep it relevant. Segmentation, personalised subject lines and content, a focus on mobile and incorporating email into an integrated multi-channel strategy will all help marketers to create campaigns that continue to engage customers and drive revenue into the future.
Read more about Email and Marketing Automation here.