Email marketing is alive and kicking

Active email accounts are expected to hit 5.6 billion by 2019.

I’ve read in a couple of places recently that email marketing is dead. Then this week I was at a sales workshop where the trainer made the sweeping statement that ‘nobody reads sales emails, its just delete delete delete.’

Hmmm I would argue that email marketing is very much alive and kicking. Hard. In fact it’s the perfect marketing boost following your first point of contact with a potential customer or client.

Let’s take social media for example, as I can bet that you’ll be on at least one platform (and working very hard at it). What if you woke up tomorrow morning and Facebook and Instagram were gone? Imagine if Mr Zuckerberg pulled the plug on the whole thing. Would you know how to contact all your followers? All of those people who you’ve been building up a relationship with? Ok, so it’s very unlikely that they’ll disappear completely but the algorithms are making it harder and harder for businesses to get seen without paid advertising.

68% of UK smartphone owners use their device to check email. Only text messaging was more popular (92%), while using the mobile web (66%) and social networking (63%) were close behind.

So, what happens if you make your social media encounters the start of the journey rather than the end game? Put in a call to action and have your followers sign up to your mailing list and you can build on those foundations by popping into their mailbox.

Now you won’t have to contend with the noise of social media. You have their attention, this is your chance.

66% of consumers have made a purchase online as a result of an email marketing message.

The majority of email marketing platforms are free until you hit a high number of subscribers. By the time you gain one or two thousand subscribers (the usual thresholds for a paid account) I’m pretty sure you’ll be seeing the benefits. And you’ll want to pay the subscriptions and keep growing your list when you see the statistics on Return on Investment.

66% of marketers report that email delivers an ‘excellent’ or ‘good’ ROI (compared to 41% with social media)

69% of B2B marketers claim that they get back more than £6 for every £1 invested in email marketing.

21% of B2C strategists claim that they get back at least £61 from every £1 invested in email marketing.

Email marketing certainly isn’t dead!