Is email marketing still relevant in 2017?
In short, YES!!
Email holds the title of the oldest digital medium still in use, with over 2.6 billion active users and over 4.6 billion email accounts in operation worldwide, it has established itself as one of the most important and widely used communications medium on the internet. (Email Statistics Report, 2016-2020.)
With today’s digital media landscape more complex than ever before and with the emergence of many new digital marketing channels, it would be fair to assume that email may have had its day. There is a tendency to think ‘old’ means ‘obsolete’ however recent research has proved that couldn’t be further from the truth. In fact;
– In a report published by eTargetMedia it states that email remains the most effective channel for building brand awareness, converting and retaining customers. Its effectiveness shines across both demographics and devices.
– Email has become an integral part of daily business life. With email marketing showing no sign of wavering in its performance for brands and marketers it should be no surprise to learn it is now used by over 90% of businesses. (National Client email report, 2015.)
– Furthermore email remains the best digital channel for ROI. With the National client email report stating an average ROI for email campaigns of 38-to-1. That makes email marketing the highest ROI of any digital channel.
– Finally people want to receive emails! Research has shown 72% of consumers prefer companies to communicate with them via email over any other channel. (National Client email report, 2015.)
To summarise; if you want a cost-efficient and powerful way to both broadcast news and engage in one-to-one communications, email remains top of the pile.
The future for email
Email is more likely to be around in 10 years than the likes of Facebook, cable TV, Twitter, and other channels. (Email Marketing Trends for 2017, eTargetMedia.)
Time and time again, email marketing has proven itself to be highly efficient, however; marketers will need to continue to develop their email tactics in order to sustain their success in navigating the marketing landscape.
Email will no longer be utilised by itself but rather as platform that integrates with and makes other channels more successful. This hand in glove approach will undoubtedly reap the greatest rewards and see email become more relevant than ever before.