EMail Marketing is Not Dead

Apr 16, 2015

Over the last 10 years, pundits have jumped at the opportunity to play taps for email marketing every time some new online marketing scheme comes into being. In spite of those efforts to lay it to rest, email marketing is still with us and it’s still a method that has to be considered as a viable marketing option.

email marketing is not dead

The History of Kicking Sand in Email’s Face
The fun started in 2003. That was the year Chris DeWolfe and Tom Anderson introduced My Space to the world. With an emphasis on music, My Space offered people a forum to chat about music. As the site gained popularity, members began using the site for social interaction amongst themselves. When membership exceeded expectations, experts started writing eulogies for email at the hands of this new digital voice.

In 2004, Mark Zuckerberg had a better idea and introduced Facebook. This great new social networking site with its messaging and chatting capabilities was surely the last nail in email’s coffin. Not so fast. It turns out you need an email address to sign-up for a Facebook account. The reality is Facebook has become the most used method of digital communication between individuals. However, that fact comes with a very important qualifier. People use Facebook for “social” interaction. When it comes to conducting personal business, email still tops the list.

Around 2008-2009, blogging became another popular form of communication over the Internet. Blogging actually began just before the turn of the century, but it took about 10 years before it evolved into what the world currently considers blogging to be. Again, another digital mode of communication issued a challenge to email and email survived.

Email’s Survival
It turns out all those prognosticators were a bit off the mark. They probably underestimated how deeply rooted into the culture email had become. Aside from Social Security numbers, email was and still is the second most popular way people are identified and that’s a fact that has never been lost on online marketers. While new forms of marketing such as inbound and content marketing have risen in prominence, email marketing is still considered a viable option for reaching out to customers old and new.

Keeping Email as a Marketing Tool
While both large and small companies continue developing eCommerce platforms complete with online marketing strategies, it is essential for email to remain a part of those strategies. It might not be as “sexy” as infographic promotions, blogs, social media campaigns and promotional videos, but it still provides the company with the ability to reach large numbers of customers with the click of a mouse and it’s still cost effective. Content marketing is a great strategy for relationship building between the company and the customer base. Inbound marketing has proven to be an effective strategy for driving traffic to the company’s website. However, email still has a place in the middle of all that marketing activity.

A New Way of Marketing Via Email
While email must still be considered a viable method for reaching out to customers, it should be noted that people have changed the way they use email. Because social interactions are best handled on sites such as Facebook, people are devoting less time to reading emails.

They may only check in on their email account 2-3 times a week. When they do check in, they want to hit the important stuff as quickly as possible and sign out. Marketers need to be aware of this trend and design email marketing campaigns that are efficient and straight to the point. If the customer likes what they see, they’ll click on the website link and make their purchase.

After enduring so many premature wakes, email marketing remains an important method of marketing. For how long, no one knows for sure. For now, it’s best to let customers decide when it’s time to retire email marketing. When they stop responding to emails, that’s the time to say goodbye.