Marketers, Stop Saying Email is Dead
Updated: Jun 4
Like the seasons come and go, so do rumors of the death of the highest ROI-generating marketing channel, along with new marketing avenues replacing it.
According to Campaign Monitor, “The “death toll” of digital marketing channels continues to grow—but we can’t always believe the dramatic claims we hear… Email marketing isn’t dead but it is changing. Email marketing is evolving, and as marketers, we have to evolve with it.”
GDPR is often named as the main offender in killing email. If you are an email marketer, you’ve had to deal with new opt-in permission rules, proof of consent systems, and the fact that consumers can ask to have all their personal info deleted at the drop of a hat. For anyone relying on data collection to target users (aka every business doing it right), GDPR has drastically changed the way we market.
But GDPR has not killed email marketing!
In fact, email continues to be one of the worthiest investments businesses can make. Don’t take our word for it, though. Check out these impressive stats supporting that claim:
People spend 6 hours per day checking email— up almost a half hour since 2017.
Email is 40x better at converting people than social media.
59% of marketers cite email as the top ROI-generating marketing method for their organizations.
25% percent of marketers sought to increase their spending on email marketing this year.
Email still delivers a huge ROI —$44 for every single dollar spent.
Email has become a foundation for our digital lives; people still browse their inboxes for updates, subscribe to lists for news, and send emails to keep records. However, as stated, email is evolving. Since 2017, email has been moving toward subscriber-centricity. Brands are putting the customer journey at the core of their email marketing strategy and, as a result, focusing on sending more relevant emails.
Now that we have established that email is definitely not dead, let’s take a look at what the future holds.
Here to take subscriber-centric emails to the next level is AMP for email, an exciting new development for email marketers. As Mapp’s experts claim: This is a technology extends email to be interactive and have dynamic content, and expands on the success of AMP – a way of building faster loading web pages for mobile devices, currently in use on a staggering 31 million domains.
Watch this webinar replay with Justis Saayman and Ajit Bola’s as they discuss the future of email and how you can go from 0-to-60 in no time at all with your current email strategy.
This article was first published by MAPP. Permission to use has been granted by the publisher.