Before we jump on the main question, let’s answer this question first.
What is Email Marketing?
You have heard of email marketing repeatedly on the internet, at conferences and during marketing strategy meetings. They say email marketing helps your startup, enriches business communications, targets specific key markets, and is both cost-effective and environmentally friendly.
But what exactly is email marketing and how does it work? How is an email more effective than a radio spot or television advertisement and why should a business spend the time to maintain an email list?
Email marketing is sending a commercial message, typically to a group of people, using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send advertisements, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness.
Email marketing can be done to either sold lists or a current customer database. We strongly recommend against buying lists since it is considered spam most of the time.
Now let’s get back to the main question:
Is Email Marketing Dead?
These days, we’ve tweets, likes, and status updates. Does it mean email is dead?
In fact, because of the noise that is social media, one could argue that the inbox has become our virtual dojo, our place of solitude amongst the chaos. Let’s get some facts on the table:
There are over 4.9 billion email accounts accounts in 2017.
This figure is predicted to reach 5.5 billion by 2019 which is a growth of more than 11%
– Radicati Group (2017)
There are 2.586 billion email users worldwide, including both business and consumer users.
– Radicatti Group (2015)
72% of US online adults send or receive personal emails via smartphone at least weekly.
– Forrester (2014)
122,500,453,020 emails are sent every hour.
– MarketingProfs (2014)
People Prefer Email for Commercial Communications
81% of US online shoppers are more likely to make additional purchases, either online or in a store, as a result of emails based on previous shopping behaviors and preferences.
– Harris Interactive
72% of consumers say that email is their favored conduit of communication with companies they do business with. 61% say they like to receive promotional emails weekly and 28% want them even more frequently.
– MarketingSherpa (2015)
68% of consumers find email to be their #1 preferred channel for recieving commercial messages.
– CG Selections “Nationaal Email Onderzoek” (2013)
66% of consumers have made a purchase online as a direct result of an email marketing message.
– Direct Marketing Association (2013)
One in five (19%) of consumers said they read every email newsletter they receive just to see if something’s on offer.
– Forrester Research “North american technographics survey” (2014)
So, the answer is a resounding NO. Email is not dead. However, it is going mobile.
Email is Going Mobile
By the year 2017, 1.7 Billion people will access email via their mobile device.
– The Radicati Group “Email Statistics Report 2013-2017”
Mobile email will account for 15 to 70% of email opens, depending on your target audience, product and email type.
– eMailmonday “the Ultimate mobile email stats”(2014)
30% of consumers now read their email exclusively on mobile devices.
–“Yesmail Email Compass: The Mobile Effect” (2013)
How About Email Marketing?
Email is almost 40x better at acquiring new customers than Facebook and Twitter.
– McKinsey & Company (2014)
80% of content marketers use email marketing.
–CMI “B2B Content Marketing Research” (2014)
55% of companies generate more than 10 percent of sales from email.
–Econsultancy “Email Marketing Census”(2014)
Marketers consistently ranked email as the single-most-effective tactic for awareness, acquisition, conversion, and retention.
– Gigaom Research “Digital tactics for customer acquisition” (2014)
42% of businesses say email is one of their most effective lead generation channels. And for B2B marketers, 88% say email is the most effective lead generation tactic.
– Circle Research (2012)