Is Email Marketing Dead?
Is Email Marketing dead? “What do you mean? When did it die?”
Email marketing as a marketing tool is not dead, in fact it is on course to stick around for a very long time. Thanks to the arrival of new technologies, and increasing demand for more sophisticated tools in marketing communications, email marketing isn’t dead.
Has Email Marketing become cool again?
There have been claims by critics that email marketing is dead and on its way out. According to some, email marketing is becoming redundant; people are no longer paying attention to what’s landing in their inbox.
Here are some statistics that will make you see why email marketing is not dead.
- In the B2B industry, email is the third most influential source of information sitting behind only colleague recommendations and industry specific thought leaders.
- 59% of B2B marketers say email is their most effective channel for revenue generation.
- 73% of marketers say email is their number one digital channel for ROI.
- 61% of consumers say they enjoy receiving promotional emails weekly (don’t over do it!)
- 92% of adults use email, with 61% saying they use it everyday- that’s a huge reach.
Email Marketing Isn't Dead
With the introduction of social media and the dominance it has had on the market, some claimed email marketing is dead and no longer the ‘go to’ tool for marketers to use.
However, in 2019 and continuing into 2020, experts claim that email is experiencing somewhat of a revival; it is generating a lot of money and many companies are once again having it feature within the core of their marketing strategies.
How Has Email Marketing Changed?
Over the years, email marketing has become more and more sophisticated and new demands from marketers have kept the product development teams on their toes.
As a result, email marketing platforms and software have been built with more powerful technology, giving marketers greater flexibility in what they can do with their email communications, seeing an overall increase in engagement levels and a quality ROI.
Some of the more popular email marketing tactics to have come out of the rebirth of email marketing are listed below- go ahead, give them a go.
Using Personalisation in Email Marketing
Marketers demanded it, the product specialist gave it to them. Improved personalisation was something that had been discussed over and over, it is often at the top of every marketers wish list.
Reports show that personal and relevant emails in 2020 are an absolute ‘must’.
However, personalisation for personalisation’s sake just won’t cut it. Using sophisticated tools such as dynamic content and applying dynamic rules will improve your overall engagement figures.
Another tip here is ensuring that your subject lines are diverse. In other words – shake it up. Or your audience will soon get bored and become blind to your communications that you worked so hard on.
Don’t let your efforts go to waste.
How to Test Your Emails
The rebirth of email marketing has resulted in more accurate testing methods for various parts of your email campaigns.
These include your content, design, fonts, layout, etc – the possibilities are endless.
There are a range of tools you can use to test your emails, such as simple A/B testing and heat maps.
A/B testing is great way to test variations of your emails and a heat map is an excellent tool for gaining insight into what’s hot (literally) and what’s not in your email. Heat maps allow you to analyse where the user is more drawn to in your emails, which buttons they click and how long they spend on certain aspects of your email.
How to Create Beautifully Designed Emails
The flexibility users have with the design of their emails has made leaps and bounds since the early years of email marketing.
Not only are designers able to create beautiful templates with the introduction of new technologies, including HTML5, but marketers now have even more choice when it comes to building their email templates.
With the introduction of WYSIWYG (What You See Is What You Get) editors, as well as drag-and-drop functionality for embedding videos, and images, and easy tools for tweaking font and other design elements – email marketing has never been so creative.
So email marketing has never been more alive and is here to stay. Make sure email marketing is part of your wider marketing strategy. Use our Email Marketing Best Practices handbook to make sure you master the art of email marketing.