We've all heard or read about the death of email. With texting and social media dominating today's conversation paths, businesses are devaluing the importance of email as a customer acquisition, informational and retention tool. Most of us certainly have felt the pain of too much email...mainly because businesses haven't done a great job of curating the medium. As marketers, we need to work to brush off the negative stigma that comes with email marketing and look afresh at its potential.
Email marketing continues to be an important part of your marketing mix The Radiciti Group estimates that over 206 billion emails are sent and received each day in by 2017. Although its growth is slower than text, IM or social, the integral nature of email in our lives still makes it a very necessary tool. I think what's most compelling is its ability to provide a significant return on investment. According to the Direct Marketing Association (DMA) a highly respectable $38 is made for every $1 spent on email marketing.
It's important, however, to make sure that you are using email in the right way. Businesses are often our own worst enemy when it comes to email. They either don't manage their lists in the right way, their creative and messaging isn't customized to a defined segment of the list, or their ability to judge the effectiveness of their campaigns is stunted by a lack of marketing automation and tracking. Being effective at all of these is important to making sure email from your company is viewed as valuable and relevant.
I'm sure at some point email will be replaced with some technology - all forms of communication evolve and eventually cycle out for something new. Until then, make sure you have a well thought out plan for how to leverage email as a critical element of your marketing and communications. If you need some inspiration, check out Hubspot's post on 15 of the Best Email Marketing Campaigns.