The REAL Power of Email Marketing
Why Email Marketing is NOT Dead
We see it all the time. Blog post headlines and twitter posts often read “Email is Extinct” or “The Slack Takeover”. This might be catchy clickbait for the inexperienced digital marketing managers and small business owners out there, but email marketing is not only alive and well, it’s literally thriving.
Let’s take a deep dive into email marketing, it’s data, ROI and conversions.
Email is a part of our day-to-day routine.
So far in 2019, 293.6 billion emails were sent and received. This breaks down to 804 million emails each day. (DigitalMarketer) It’s easy to understand why 99% of us check our email platform daily. (Optinmonster) A lot of our most important information is shared with us through our inbox. An email from our boss outlining a project, an email from UPS with package tracking or emails from our children’s school are the reason why some of us check our inbox over 20 times per day.
Email is so prevalent in our lives that 58% of people check their emails before ever visiting social media sites, search engines or news sites. The mass majority of people keep their email screen open at all times during the workday and will check their email app on their phone while they go to lunch.
With email being so prolific in our day to day lives, it’s no wonder that companies spend millions of dollars in email marketing campaigns. Here are a couple of reasons why email marketing carries more weight than other digital marketing outlets.
- Did you know that the average return on investment for email campaigns is $38 per $1 spent? That’s a fantastic return.
- It’s less expensive and more lucrative to invest your marketing budget into email campaigns as opposed to investing your marketing budget into social media campaigns.
- Email is 40 times more effective at acquiring new customers over Facebook or Twitter. (DigitalMarketer)
Email — it is second nature.
The reason is simple, we are attached to our email in a way that is second nature to us. With all of this data, and low cost of campaigns and high returns; why are digital marketers consumed with the concept that email is dying?
The answer is simple. Not a lot of progress has been made to the functionality of email platforms since they first became available to the public in the mid-1990s. Email might feel stale because overall, it’s stayed the same. Even as every other space or platform in the world of digital marketing has progressed exponentially.
Not to worry. The next generation of email platforms may be coming sooner than later. The data to suggests that email marketing is a more cost effective solution to marketing verses social media sites. So it’s only a matter of time before email plays catch-up in updating its functionality and features to better harness it’s marketing power.
Email is on the horizon.
In the meantime, digital marketing managers should be taking a closer look at their social media and search engine marketing conversion rates and compare them to what they’ve received in the past from email campaigns. It’s time to revive those email a/b tests and email automation techniques. Email is far from dead, and the proof is in the data.