Email is dead.
People began to comment about the death of email back in 2018. They said email was being surpassed by text messages, Facebook chat, and Slack as communication channels. And for some Gen-Z kids that may be true.
But email is far from dead as an effective marketing tool. And here’s why. Email will be an essential tool within your marketing plan when it comes to nurturing client relationships.
Let’s look at some of the most common theories about why people think email is dead.
Social Media is Cheaper
An engaged email list, eager to hear from you, is the most valuable asset you can build. A list of 1,000 responsive email recipients trumps 25,000 Instagram followers every time, when it comes to actually promoting the things that make you money.
Email has a median ROI of 122%, which is over 4x higher than other marketing formats including social media and paid search.
And you own your email addresses. Whereas all those followers you’ve worked so hard to have on Facebook? They’re lost if the channel shuts down.
Inboxes Are Too Full
It’s true that we all get too many emails each day. I open my inbox and automatically delete messages based on who they’re from or what the subject line is. It can be hard to break through the clutter.
So don’t be boring! Make your emails valuable and interesting. Think about what your audience needs to know to take the next step along your sales path. Respect the inbox, and don’t send too many messages.
It’s easier than ever for consumers to fight back. If you don’t get the content and frequency right, you’re at risk of having someone report your email as spam – even if it isn’t!
Instagram Offers More Engagement
Email requires a greater commitment from your audience. They’re giving you their name and their email address. They’re giving you permission to get back in touch with them.
You don’t necessarily think about following someone on social media with the same attention.
According to Adestra, consumers prefer email for communicating with the brands they’re connected with.
Can Email Make Us Feel Alive?
We’re all pretty attached to our email. We check our email every day unless we’re purposely avoiding our inbox to enjoy a holiday. Many of us even check our email before getting out of bed.
What about the Gen-Z kids? They’re checking their email too. No matter what age group you’re targeting, email is a great way to reach your audience. We’re definitely alive and woke to the power of email.
What’s dead about email marketing are outdated approaches like violating permissions and ignoring user experience. Turn your email marketing into a winning strategy by developing your plan with the end in sight. Think carefully about what you want to email. Have purpose; what, why and how, you want to grow and nurture your email to to have success.
If you’d like any help crafting a personalised strategy for you and your business, get in touch. I’d love to grab a virtual coffee and chat.