Mark Twain is famous for saying “The reports of my death have been greatly exaggerated.” The same could be said for email marketing, and here is why…
It’s a refrain you might have heard a lot of recently (actually, going back at least to 2009): “Email is dead”. After all, the evidence is all around us:
- Today’s youth are texting instead of emailing.
- People message each other on FaceBook
- Students want to tweet their professors.
- People “chat” through Skype and iMessage and other chat tools.
Obviously, email is in decline, right?
But wait. Email marketing is flowing faster than ever. How can this be?
Perhaps the “evidence” above is misplaced. Could we be comparing apples to pineapples? Texting is a form a chatting – a two-way conversation where several messages go back and forth, often in less than a minute. FaceBook and Twitter messages are also “real time” messages, that can also be quite rapid-fire. Similarly, Skype and iMessage are instantaneous.
While messages in some of these formats can be saved for the long term, they are all meant to be instantaneous. They tend to share the following characteristics:
- Instantaneous communication.
- Optimal for short messages.
- Not ideal where attachments are needed.
- Not ideal for storing over the long term or for keeping track.
In short, these tools are ideal for conversations, not for correspondence. Email, however, is ideal for correspondence, not conversations. Yes, some conversations take place by email, but the lag between one person posting and the other person downloading makes it less than ideal. However, email can easily be filed and tracked. It is ideal for long messages and for attachments.
If email has replaced a lot of paper correspondence of days gone by, texting has replaced phone calls, not email. The headlines should not read “Email is dead”. They should read “phone calls are dead”. This could herald in the prospect that we might someday use our phones for every purpose except as phones.
As Brett Moneta reports in Digital Pivot:
“Everything has its purpose and place. If you’re sending a timely social message, you’ll send it as a text. Need to be clear? You’ll probably call. Social messages that don’t need an immediate reply go as social media. And finally, when you need to send an official message, it goes as email. The younger generation isn’t doing heavy business yet. That’s why they prefer texting.”
Social media certainly is not replacing email. If anything, more social media usage means more email usage. I know when somebody has commented on one of my G+ posts or wants to message me on FaceBook or DMs me on Twitter because I receive an email telling me so. If there is a login issue, I need an email address to send a reset-password URL to.
Email as a marketing tool
As marketers, one lingering question might still remain. If people are communicating more by texting and messaging, are they still reachable by email? Does the younger generation care about correspondence at all?
Numbers don’t lie. Email marketing continues to grow. A 2013 study by Custora reveals that email marketing is the fastest growing customer acquisition channel, quadrupling from 0.88% of customers acquired in 2009 to 6.84% in 2013.
As email marketing continues to grow, it also remains an effective way to deliver messages. According to a 2013 GetResponse study, the ROI on email marketing is $28 for each $1 spent. In the growing mobile marketing segment, 41% of emails are open on mobile devices. Simon Grabowski, CEO of GetResponse email marketing services, says:
“Email marketing is becoming more sophisticated, more targeted. We see continued growth as more and more businesses are realizing that a website is not enough to be ‘online’, that they also need some means of communicating with customers. Email is usually the best way to do that.”
There is some compelling evidence that people still want email, and especially that once they start their own households it will become increasingly important to them. Even in a “paperless” society, documentation is still required. Nothing demonstrates this better than the delivery of utility statements. As utilities try to eliminate paper statements and bills, they are giving consumers incentives to receive them by email.
In fact, any elimination of paper almost universally requires a replacement of some form of electronic documentation, and email is still the most assured and effective medium available.
So consumers can still be reached by email, even if other platforms are also being used. And email is still the best way to reach individuals personally. You can broadcast your latest special on Twitter, but you can send a “Dear Justin” personalized message via email.
To reach business customers, email is even more important that to reach consumers. Businesses don’t chat; they send documentation. Email remains their chief electronic means of communication, so for a business audience, email will likely be your most effective means of marketing.
In fact, a 2014 survey found that on average, companies attribute 23% of their total sales to email marketing. That is up from 18% in 2013. That same survey found that email marketing gives the best bang for the buck, edging out SEO for best ROI, and well ahead of affiliate marketing, offline direct marketing and other channels.
Steve Chou agrees. He teaches people how to make a living selling goods online, and he teaches them that email marketing is essential. A few months ago, he revealed his own success with email marketing in an article entitled How I Made Over $300K These Past 2 Years With An Email Autoresponder. He says:
“Email is definitely not dwindling. It is an essential tool to any business that wants to succeed online in 2014, and for many years to come.”
Here are a few additional statistics about email marketing from Wolfgang Jaegel that you might want to consider:
So next time you hear that email is dead, you can say, “Email is dead. Long love email!”
Written by David Leonhardt
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