Firstly, I think email gets questioned mainly because of two factors. It’s been around so long (which is often seen as bad in the digital world) and people prefer spending time on social media than pouring over their inbox. (careful we don’t confuse audience size with its intent)|
So does email marketing still work in 2021?
The general consensus in the marketing community is as follows.
So why has email has email remained such a strong marketing channel for all these years? There are a lot of contributing factors but here’s a list of the ones I think are the most significant.
So getting back to my initial question. Yes email is still incredibly important. In my two businesses it’s still the primary channel for revenue (followed closely unsurprisingly by PPC).
Email suffers from a case of over familiarity, and due to its age there’s a sense of creeping irrelevance in a tiktok world. But we need to always be on guard against the obsession with potential audience size and the intent of that audience.
What has changed in the last few years is the way in which email is being used.
For years email marketing has been seen (and unfortunately for many still is) as a broadcast medium. Terms like email “blast” are still very much common place.
Email “newsletters” are generally packed full of look at me, me, me messaging with no regard for the readers specific interests. In a world of overloaded inboxes its not surprising that (average) open rates have been on the slide for years.
Email at its best is hyper personalised. Just compare your own engagement with brand emails vs those from friends. Email response rates haven’t fallen. Consumer attention has been overloaded.
So to stand out from the noise, you need to focus on personalisation. Move away from “blasting” and towards “conversations” Remember there’s a real person behind each email address. The brands which harness technology to identify and personalise their messaging will be the biggest winners.
So I think perhaps the better question is, how are you working with email in 2021?
This content was originally published here.