Email Marketing is Dead – Long Lives Email Marketing

[simple-author-box]

The email celebrated its 46th birthday last year. Sadly, it was for some a non-event since they announced death of email marketing for quite a while now. But really? Is email marketing dead? Let’s have a look at the state of email marketing…

But first here’s a reminder what email marketing is.

What is email marketing?

An email is a message that may contain text, files, images, or other attachments sent through a network to a specified individual or group of individuals. As a result, email marketing is to directly market a commercial message to people using email 1.

Dr Dave Chaffey 2 says that email marketing is a vital part of the digital marketing mix. He suggests that “It’s arguably as important as or more important than the website itself”. It is because email offers many advantages as a communication tool. It offers immediacy, targeting and accountability and is relatively cheap.

So, the advantages and disadvantages of email marketing are as follow: 3

Advantages of email marketing

  • Relatively low cost of fulfillment. The physical costs of email are substantially less than direct mail.
  • Direct response medium encourages immediate action. Email marketing encourages click-through to a website where the offer can be redeemed immediately.
  • Faster campaign deployment. Lead times for producing creative and the whole camp lifecycle tends to be shorter than traditional media.
  • Ease of personalization. It is easier and cheaper to personalize email than for physical media and also than for a website.
  • Options for testing. It is relatively easy and cost effective to test different email creative and messaging.
  • Integration. Through combining email marketing with other direct media that can be personalized, such as direct mail, mobile messaging or web personalization, campaign response can be increased as the message is reinforced by different media.

Disadvantages of email marketing

  • Deliverability. Difficulty of getting messages delivered through different Internet service providers (ISPs), corporate firewalls and web mail systems.
  • Render-ability. Difficulty of displaying the creative as intended within the in-box of different email reading systems.
  • Email response decay. E-mail recipients are most responsive when they first subscribe to an e-mail. It is difficult to keep them engaged.
  • Communications preferences. Recipients will have different preferences for email offers, content and frequency which affect engagement and response.
  • Resource intensive. Although email offers great opportunities for targeting, personalisation and more frequent communications, additional people and technology resources are required to deliver these.

Communicating with your customers via email if you own a website is crucial. According to the Data and Marking Association, almost 50% of consumers prefer to hear weekly from companies sending promotional emails. Others say that email marketing is no longer new and exciting and that people receive too many of them.

Who is right and who is wrong?

What is the state of email marketing?

Are emails boring?

With all the hype about social media marketing, the internet of things, artificial intelligence and augmented reality, not much was mentioned about email marketing. Dan Shewan writing in WordSteam: “Many marketers have been seduced by social media advertising, perceiving it to be not only “cooler,” but also more effective than email marketing”.

Just imagine how boring an email reader must be when she receives tens of promotional emails every day that doesn’t make a difference. Shall we call it spam? If the reader deletes the mail without opening it, or she mark it as junk, then it is spam.  Spam isn’t only boring, it’s intimidating and frustrating for the reader. Sending spam mail is a quick way to destroy your brand.

We need to send an email that speaks personally with the reader…

The future of email marketing

Luckily, has email marketing started to integrate the latest digital technology that offers readers better experiences. Indeed, the high-volume, low-cost nature of email makes it ripe for innovation says Chris Camps of ClickZ.

Chris mentioned the following innovations regarding emails:

  1. Subject lines – The subject line is arguably the most important element of a marketing email. Research found that 47% of email recipients open an email based on the subject line alone, and 60% will report an email as spam based on the subject line alone. Tools are now available that allow marketers to use a bot. The bot accesses your email marketing data and uses machine learning to generate a subject line it thinks will perform the best with your audience.
  2. Dynamic content – Personalized brand interactions are increasingly important for consumers. Yet it was previously difficult to personalized email at scale. However, there are now new tools that help marketers use their customer data to automatically personalize email communications.
  3. Automation – One of the key benefits of email is the ease with which it can be automated. Therefore, new email marketing tools can help generate better open rates, more clicks and higher engagement – all without human intervention.

It seems that email marketing has the potential to be great to personalize your marketing campaigns.

Concluding

I, (and many other commentators) say: “Long lives Email Marketing”. But, as with everything in life, success may not be tasted without a lot of effort, patience and fortitude.

Have another look at email marketing…

Also read: How to Improve Your Email Marketing Campaign

A Marketing Plan helps you to communicate the right content to the right audience.

Images

  1. Pexels
  2. Pixacom

Notes

1 Wu, J., Li, K.J. and Liu, J.S. 2018. Bayesian Inference for Assessing Effects of Email Marketing Campaigns, Journal of Business & Economic Statistics, 36(2):253-266.

2 Chaffey, D. 2006. Total e-mail marketing, Routledge.

3 Chaffey, D., Ellis-Chadwick, F., Mayer, R. and Johnston, K. 2012. Internet marketing: strategy, implementation and practice, Pearson Education.

Please follow and like us:
error

Related posts:

  1. How Direct Mail can help you to market your Website
  2. Personalization of Marketing Communication – not just for your Customer’s sake
  3. How to Improve Your Email Marketing Campaign
  4. Affiliate Marketing – Let other people help to market your products

Published by

Douw G Steyn

Douw G Steyn

Management consultant, blog writer, dreamer

40 thoughts on “Email Marketing is Dead – Long Lives Email Marketing”

  6. I’m really enjoying the design and layout of your website. It’s a very easy on the eyes which makes it much more pleasant for me to come here and visit more often. Did you hire out a designer to create your theme? Excellent work! http://0gzg08g8.tumblr.com/ – Kobayashi

  7. Hello. I see that you don’t update your website too often. I know
    that writing articles is time consuming and boring.
    But did you know that there is a tool that allows you to create new articles using existing content (from article directories or other blogs from your niche)?

    And it does it very well. The new articles are high quality
    and pass the copyscape test. You should try miftolo’s tools

  8. I am extremely inspired with your writing skills and also with the format for your blog.

    Is this a paid subject or did you customize it your self?
    Either way keep up the nice high quality writing, it’s uncommon to look a great blog like this one today..

  9. Hi. I see that you don’t update your website too often. I know that writing posts is time consuming and boring.
    But did you know that there is a tool that allows you to create new articles using existing content (from article directories or other pages from your niche)?
    And it does it very well. The new articles are unique and pass the copyscape
    test. You should try miftolo’s tools

  14. I would like to consider the ability of saying thanks to you for
    your professional advice I have often enjoyed browsing
    your site. We’re looking forward to the actual commencement of my university research and the overall planning would never have been complete without dropping by your
    blog. If I can be of any help to others, I’d personally be pleased to help by way of what I have
    gained from here. https://cyber.harvard.edu/ptc2007/Skin_Care:_Treating_The_Psychological_Trauma_Of_Teenage_Acne

  17. Good day I am so glad I found your blog, I really found you by accident, while I was searching on Digg for something else,
    Regardless I am here now and would just like to say kudos for a remarkable post and
    a all round interesting blog (I also love the theme/design), I don’t
    have time to read through it all at the minute but I have bookmarked it and
    also included your RSS feeds, so when I have time I will be back to read a great deal
    more, Please do keep up the fantastic job.

  19. Do yⲟu hаve a spam issue on tһis site; I aⅼѕo аm a
    blogger, ɑnd I ԝаs wondering your situation; many ⲟf us һave developed ѕome nice practices and we аге ⅼooking to trɑde techniques ᴡith
    otheг folks, please shoot me an e-mail if interested.

  21. I see you don’t monetize your website, don’t waste your traffic, you can earn extra cash
    every month. You can use the best adsense alternative for any type of website (they approve all websites), for more info simply search in gooogle:
    boorfe’s tips monetize your website

  22. Hi. I see that you don’t update your page too often. I know that writing content is time consuming and boring.
    But did you know that there is a tool that allows you to create new articles using existing content (from article directories or other blogs from your niche)?
    And it does it very well. The new posts are unique
    and pass the copyscape test. You should try miftolo’s tools

  24. Hi. I see that you don’t update your site too often. I know that writing posts is time consuming and boring.
    But did you know that there is a tool that allows you to
    create new posts using existing content (from article directories or other pages from your niche)?
    And it does it very well. The new articles
    are high quality and pass the copyscape test. You should
    try miftolo’s tools

  25. Hello. I see that you don’t update your page too often. I know that writing articles is boring and time consuming.
    But did you know that there is a tool that allows you to create new articles using existing content (from article
    directories or other blogs from your niche)? And it does it very well.
    The new posts are unique and pass the copyscape test.
    You should try miftolo’s tools

  26. Hi. I see that you don’t update your blog too often. I know that writing content is
    time consuming and boring. But did you know that there is a tool that
    allows you to create new posts using existing content
    (from article directories or other blogs from your niche)?
    And it does it very well. The new posts are unique and pass the
    copyscape test. You should try miftolo’s tools

  28. Hello. I see that you don’t update your blog too often. I know that writing content is
    boring and time consuming. But did you know that there is a tool that allows you to create new articles
    using existing content (from article directories or other websites from your niche)?
    And it does it very well. The new posts are high quality and pass the copyscape test.
    You should try miftolo’s tools

  32. Hello. I see that you don’t update your page too often. I know that writing content is time consuming and boring.
    But did you know that there is a tool that allows you to create
    new posts using existing content (from article directories or other blogs from your niche)?
    And it does it very well. The new articles are high quality and pass the copyscape test.
    You should try miftolo’s tools

  33. Hi. I see that you don’t update your site too often. I know that writing content is time consuming
    and boring. But did you know that there is a tool that allows you to create new articles using existing content (from article directories or other pages from your niche)?
    And it does it very well. The new posts are high quality and pass the copyscape
    test. You should try miftolo’s tools

  34. Hello. I see that you don’t update your blog too often. I
    know that writing posts is boring and time consuming. But did you know
    that there is a tool that allows you to create new articles
    using existing content (from article directories or other
    blogs from your niche)? And it does it very well. The
    new articles are unique and pass the copyscape test.
    You should try miftolo’s tools

  35. Hello. I see that you don’t update your website too often. I know that writing posts is time consuming and boring.

    But did you know that there is a tool that allows you to create new articles using existing content (from article directories or other blogs from your niche)?
    And it does it very well. The new posts are high quality and pass the copyscape test.
    You should try miftolo’s tools

  36. Hi. I see that you don’t update your website too often. I know
    that writing content is boring and time consuming. But did you know that there is a
    tool that allows you to create new posts using existing content (from article
    directories or other websites from your niche)?
    And it does it very well. The new articles are high quality and pass
    the copyscape test. You should try miftolo’s tools

  37. I have noticed you don’t monetize your blog, don’t waste
    your traffic, you can earn extra cash every month. You can use
    the best adsense alternative for any type of website (they approve all websites), for more info simply search in gooogle:
    boorfe’s tips monetize your website

  38. Hello. I see that you don’t update your blog too often. I
    know that writing posts is boring and time consuming. But did you know that
    there is a tool that allows you to create new posts using
    existing content (from article directories or other blogs from your niche)?
    And it does it very well. The new articles are unique and pass the copyscape
    test. You should try miftolo’s tools

  39. Hi. I see that you don’t update your site too often. I know that
    writing articles is boring and time consuming. But did you know
    that there is a tool that allows you to create new articles using existing content (from article directories or other websites from your
    niche)? And it does it very well. The new posts are high quality and pass the copyscape test.
    You should try miftolo’s tools

  40. Hello. I see that you don’t update your website
    too often. I know that writing articles is boring and
    time consuming. But did you know that there is a tool
    that allows you to create new articles using existing content
    (from article directories or other pages from your niche)?

    And it does it very well. The new articles are unique and pass the copyscape test.
    You should try miftolo’s tools

Leave a Reply

This site uses Akismet to reduce spam. Learn how your comment data is processed.