For years we’ve heard ‘email marketing is dying / email marketing is dead,’ the reality is; this trusty format isn’t going anywhere!For years we’ve heard ‘email marketing is dying / email marketing is dead,’ the reality is; this trusty format isn’t going an
It might not have the sex appeal of Facebook, Instagram or Snapchat, but research continues to show its great ROI, approximately $38-$44 for every $1 spent. However, email is changing and has changed over the years and email strategies can’t afford to be old fashioned. The emergence of mobile in particular has made it imperative for marketers to keep up with the changing trends, with more and more individuals reading emails on their smartphones, especially the Millennials.
Marketers should be on a continual quest to understand their target audience, their needs and the preferred devices they use and the email marketing strategies should reflect this.
According to the Email Marketing in 2020 report, ‘email is more likely to be around in 10 years than Facebook, cable TV, Twitter, and other channels, according to consumers.’
Email marketing is still an effective channel for building brand awareness, converting customers and retaining them over the long haul, its effectiveness shines across devices and demographics and email is a good way to get a message to an audience. Email is here to stay, but as marketers we need to keep on evolving to cater to a ‘mobile audience’ in the years to come.
Technology, ESP’s, data harvesting, personalisation, customer journeys, content, automation, real time communication etc. will all play a role in changing email marketing trends in the next 4 years. Litmus created an “Email Marketing in 2020” document which will give us an inside of what to expect.