Many marketing professionals have been claiming for years that email marketing is dead — only to view statistics the following year showing that email is not only holding its own, but is growing and improving.
According to a report by the Radicati Group in 2015, the number of email accounts is expected to reach 5.59 billion by 2019; that’s a 26 percent increase over the next few years. The report also showed there are nearly 2.6 billion email users worldwide. (Yes, many users have multiple email accounts.)
So why all the doom and gloom? Well, a few reasons account for this misconception:
- Social Media — The never-ending explosion of new social media have given many the perception that email is dying, but stats prove otherwise. According to a recent report by McKinsey, email is 40 times more effective at gaining new customers than Twitter and Facebook.
- Confusion — Many marketers are confused by what they see or fail to understand how users engage with social media and email marketing. While this is a simplified view, it’s like this: social media is for socializing; email marketing is for commerce. According to a report from Harris Interactive, roughly 81% of U.S. online shoppers are more likely to make additional purchases as a result of emails. And according to National Email Onderzoek, 68 percent of consumers prefer email as the communication tool of choice for receiving commercial messages.
- Media Hype — New technology is constantly coming out, and there’s usually a slant about how it will eliminate the need for email. Well, just like radio didn’t kill the newspaper, and TV didn’t kill the radio, social media won’t kill email marketing. As Neil Schwartzman, executive director of CAUCE, said, “Email is not dead because people want to write to one another, using their email accounts, in more than 140-character bursts.”
So, while email marketing is not dead, it is changing, however. And for the better! Savvy marketers are evolving and adapting email to meet the needs and habits of today’s fast-paced consumers. Some of the emerging trends include responsive design, hyper-segmentation, better branding and experiences, automation, great email design, and easier to use email tools.
Email marketing is the biggest marketing channel on Black Friday, driving over 25 percent of orders. — Custora E-Commerce Pulse