Marketers, and those who write about marketing, love declaring certain channels “dead.” How often do you see blog posts, podcasts, etc. declaring “advertising is dead,” or “social media is dead?” Probably once a week, depending on how much time you spend reading industry blogs.
Lately, I’ve been seeing more and more “experts” declaring email dead, and I have to laugh. They say that people communicate on social media so much that no one likes email anymore. But guess what people dislike more than email? Phone calls and snail mail.
So even though social media continues to grow and grow, email is still alive and kicking.
That’s right, put your black clothes away, because it’s not yet time to mourn email marketing. Like most marketing mediums, it’s just evolving as technology and social media continue to change the ways people communicate. Don’t worry about how much the game changes, email will learn the new rules and continue to play.
Need proof? This infographic from Marketo has a ton of stats to convince you, including:
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- A Google search for “Email is dead” returns 1,500,000 results
- 94% of Americans ages 12 and older who are active online say they use email regularly
- 58% of adult Americans check their email first thing in the morning
- 64% of companies say their investments in email marketing are expected to increase in 2013
- Email is the most preferred channel for Millenials for receiving marketing communication
- 77% of consumers said they preferred to receive permission-based marketing communication via email
- Compared to other channels, email marketing generates nearly twice the return
- For every dollar spent on email marketing in 2011, there was a $40.56 return
But as email use is evolving, so must your email marketing strategy. Be sure to:
- Leave behind the old “batch and blast” model of marketing
- Earn your subscribers’ trust by obeying CAN-SPAM and being honest and transparent
- Engage your subscribers with conversational emails instead of “set it and forget it” campaigns
- Segment your email marketing lists so that each email will be relevant to each subscriber
- Integrate email with other marketing channels for consistent experiences for the subscribers
Have you recently heard that a tried and true marketing tactic is dead? What was your reaction? Tell us in the comments.