There are so many articles out there that will tell you that email marketing is dead. Others may suggest that it is dying, and that most marketers have moved on to better strategies.
But there’s really no reason to believe these claims, especially when the potential return on investment from email marketing is up to 4400%—if you ignore this channel completely, you may miss out on a big boost in revenue.
The people who are saying that email marketing is dead are mostly basing it on the fact that social media marketing is huge at the moment. And while there’s no denying that social networking platforms such as Facebook, Twitter, Instagram, Snapchat, TikTok, and LinkedIn are dominating right now, it doesn’t mean that email has lost its place in the marketing scene.
Statistics show that email marketing is far from being “dead” and that it is still one of the most essential tools for attracting and retaining customers. Here we will be talking about why that is—and how you can leverage email marketing to find new clients, increase your sales, and introduce your brand to a larger audience.
The Statistics of Email Marketing: Is it Dead?
Is email marketing really dead? The short answer is: not a chance.
Statistics show that email marketing is here to stay. Did you know that 102.6 trillion emails are sent every year? That is far from insignificant, especially since the numbers are still going up. 126.7 trillion emails are expected to be sent by the year 2022.
If you are an active email user, you may notice the number of commercial emails you receive on a regular basis. That’s because the average email user receives around 13 commercial emails per day.
There’s also a misconception that because teenagers are spending a lot of time on social media, that they are no longer using their email accounts. But more than 3/4 of teenagers are still using email on a regular basis.
If you look at the statistics, more than 90 percent of people over 15 years old are using email. 99 percent of people who access the internet every day check their email at least once. As a marketer, that is a large pool of prospects that you cannot afford to ignore.
According to a research by Litmus, the largest numbers of people are checking their email through their iPhone or iPad, using the iOS mail client.
With the rise of mobile use, it’s easy to see why email has become a staple in our everyday internet activities. Now we can just check our email through our phones and read all the new updates from there. It’s fast and convenient. In fact, some people check their email as much as 20 times per day.
You may even be one of those people who check their email first thing in the morning. Truth is, email remains one of the best ways to reach your audience. To put it simply, everyone is still using email, even if they are busy with social media.
How Effective is Email Marketing?
If you are thinking about using email marketing as part of your main strategy, you may be wondering how effective it really is. For starters, email can reach about 85 percent of the people you send it to. This is referred to as the “inbox placement rate”.
In terms of return on investment or ROI, email marketing is definitely worth it. Email marketing has a 4400 percent ROI, which means every dollar you spend on an email marketing campaign can potentially bring you a return of $44.
The engagement rate on Facebook, Instagram, and Twitter is lower than 0.6 percent. Meanwhile, email’s average open rate is 22.86 percent. Even its click-through rate is higher at 3.71 percent. It means that when compared to social media, email marketing outperforms it significantly.
Even if social media can help you get in front of millions of people, it doesn’t necessarily mean that they will engage with you. Email marketing gives you access to high quality leads by reaching most of the people they are intended for.
However, you need to keep in mind that these two marketing channels are different enough from one another that they really shouldn’t be compared.
The good news is that you don’t have to choose between email marketing and social media marketing. Savvy marketers and business owners are already using both to get the best results. Since you are already using social media actively, it just means you should also start taking your email marketing campaign more seriously.
Most consumers use email for shopping and finding deals. This means email marketing provides a great opportunity for marketers to connect with the people who are most likely to look at what they are selling.
No matter how you look at it, email marketing is still an essential part of your marketing strategy, and it is far from dead. On the contrary, it can even give life to your business.
Benefits of Email Marketing
Aside from its massive reach, impressive engagement rate, and incredible ROI, email marketing has plenty of other benefits.
For example, consumers are more likely to subscribe to a brand’s list to gain access to promos and deals. About 60 percent of consumers subscribe to these email lists while only 20 percent of them follow brands on social media.
Another benefit of email marketing is that it is mobile-friendly. About 67 percent of consumers use mobile to check their email. In 2018, mobile devices claimed 51 percent of the market share, while desktops only sat at around 45 percent. So as a marketer, it is your job to make your email marketing campaign as mobile-friendly as possible.
But perhaps the most important reason why you need to start investing in your email marketing campaign is the fact that email will always be relevant. Social media platforms will rise and fall, while trends will always come and go—but email is such a core element in the internet landscape that it simply cannot be replaced.
There is no guarantee that the biggest social networking sites right now will remain popular in the future. Facebook, YouTube, Twitter, and Instagram are always competing for that top spot. Meanwhile, TikTok is also quickly becoming one of the most popular platforms right now.
So while you may be spending most of your time chasing trends and adapting to the ever-changing social media landscape, you need a stable and reliable source of sales. Email marketing could provide that because throughout the years, email has remained relevant no matter how many communication methods have surfaced.
There’s also one problem with social media that can give you a huge headache if you ever encounter it: randomly losing your account. It happens sometimes, and it can be very frustrating especially if you’ve already amassed a lot of followers on that platform. It is possible for social media influencers to lose their millions of fans overnight—which can be hard to recover even if you have plenty of loyal fans.
With social media, you never actually own your account. On the other hand, your email is yours. There are also no followers to keep track of—only a growing email list.
As technology continues to develop, email will evolve and adapt. Social media will not always stay relevant.
What is Cold Email Marketing?
Cold emails are sent to potential customers who are not connected with you in any way. This means there is no existing relationship between you, and you are basically sending them a message out of the blue.
This is not actually the same as spam, because you are allowed to send emails to people you don’t know as long as you comply with a few rules. This refers to the Federal Trade Commission or FTC’s rules under the CAN-SPAM Act.
First rule is that you need to be honest. That includes telling the truth about who you are and what your email is about. All your information should be accurate. All routing information, like the domain name and email address, should identify the person who sent the email.
The subject line needs to reflect the content of the email, and you need to show that the email is an ad. The email needs to include a valid physical postal address that includes your current street address, PO Box, or private mailbox.
Finally, your email needs to have an opt-out option where recipients can opt-out of future emails. Follow these rules and you can freely email anyone who is not part of your email list.
The Future of Email Marketing
Email marketing is still evolving. If you incorporate it into your marketing strategy today, you may see it change as time goes by.
Email marketing may eventually find more ways to engage with subscribers, maybe through storytelling and interactivity. One thing that emails lack is the freedom to showcase your brand and identity—something that social media does wonderfully. But by introducing more interactive options, email may evolve into the perfect channel for building your brand.
Email marketing automation is also on the rise, which allows marketers to reach more people at scale. It saves time and effort by automating tasks that are repetitive and mundane, such as sending follow up emails. But when using automation, it is easy to lose authenticity, so you need to make sure you are staying true to your brand.
Automation tools that let you personalize your messages are ideal. Kennected is one example of this, but for sending LinkedIn messages.
Email marketing is a great way to connect with leads no matter how familiar they are with your brand and products. In the future, this might pave the way for even better communication channels.
How to Make the Most Out of Email Marketing
As we have already established, email marketing is effective and it is here to stay. Instead of losing its relevance, email will only evolve over time. So now it’s time to start utilizing emails and reaching your target clients.
The first thing you need to do is build your email list. On your website, you can give people the option to join your email list by leaving their email address in a form. You can offer limited-time discounts, sales, and promos to convince them to sign up.
When sending your emails, make sure you personalize them so that people don’t think it is spam. Even if you are not spamming them, if people receive a cold email from you, they might still think of it as spam. So try to be specific and personal as much as possible. You want to address the person directly, even if you are automating your emails. It helps to do some research on your leads before talking to them.
Another important tip is to maintain your presence in social media. It’s not good to ditch one marketing channel and focus on another—especially if it’s email and social media. You can maintain both campaigns quite easily.
Maintaining an active social media presence will introduce your brand to a larger audience, which will help you in your email marketing campaign. Fewer people will think of your email as spam if they already know about your brand from social media.
Use These Amazing Email Outreach Tools
If you’re new to email marketing, you may be sending only 50 cold emails per day. But eventually, when you start hitting 500 cold emails a day, things will get much more challenging. You need the right tools to make this task more manageable.
Email outreach tools can make your campaign a lot easier. By saving time and effort, these tools allow you to focus on more important tasks like talking to your leads, building relationships, and managing your other campaigns.
Here we’ve listed down a few of the best tools that are available in the market today. Use them to boost your email marketing efforts and get better results. Most of these have free trials that let you take them out for a test drive before deciding which tools to add to your outreach toolkit.
First we have Autopilot, an email outreach tool that lets you automate your messages and responses. After a prospect responds to your cold email or fills in a form, Autopilot sends customized follow-up emails.
You can also use it to segment your audience based on various factors such as customer behavior, allowing you to optimize your email lists. Autopilot has an Insights feature that lets you keep track of your sales progress. You can use this to see if you are hitting your monthly targets.
Reply is an email tool that lets you automate everything: from your initial outreach messages to your follow-ups. All of these can be personalized. This lightweight tool also makes it easier to respond to customers by giving you access to different email templates.
Reply also integrates with Gmail, which means you can use it to send emails without having to use a third-party email client.
Similar to Reply, Mailshake can be used from your Gmail inbox. This powerful email outreach tool gives you access to a library of pre-written email templates. Of course, you can also come up with your own personalized templates for your sales, content, or lead generation.
Mailshake’s automation lets you block out certain hours to improve your campaign’s open rate. Mailshake also has integration with Zapier, giving users access to a wide array of tools.
Prospect.io combines cold email automation with prospecting—all in one powerful tool. From the Prospect.io dashboard, you can upload your contact database, set up an automatic campaign, and run it while you’re working on other things.
Prospect’s pricing is flexible, and it is the perfect choice for smaller teams. The price will depend on the prospecting volumes. The good news is that there are no limits of user accounts per subscription.
Outreach is, as its name suggests, is an email outreach tool that lets you set up simple email workflows. Just like the other tools on this list, it can help you save lots of time by reaching out and responding to prospects automatically.
Outreach is also an email template tool. You can save email templates and access them from your Gmail inbox. With email templates, you can respond faster even when you’re personalizing your emails.
This sales engagement tool also integrates with Salesforce, which helps manage clients, customers, and prospects. For companies using Salesforce as its CRM software, Outreach may be the email outreach tool for you.
Close.io is a CRM and email tool for people who want to manage all of their email communications and customer relationships from one interface.
Close.io has personalized emails and custom lead lists that let you create and send thousands of effective emails in just a few clicks. Just pick a list of contacts, select your email template, and personalize it.
With its advanced email tracking, Close.io can show you which people have clicked on your emails, including how many times they reopened them. This type of data can be very helpful when it comes to identifying your most engaged prospects.
Other features include follow-up reminders, email scheduling, etc.
Klenty is designed for prospecting. With this tool you can send personalized emails to your list of sales prospects. It also updates your prospect database automatically, depending on your engagement history. After that, Klenty syncs effortlessly with your CRM software.
But beyond that, Klenty has the typical email outreach tools like automated follow-ups and scheduled templates. It also has email templates that can be customized.
If you want to access the tool straight from your inbox, Klenty has a Gmail extension as well.
We’ve listed down a few of the best automation and outreach tools for your email marketing campaign. But we’re also listing one notable tool that works the same way, but for your LinkedIn outreach. LinkedIn is the biggest professional platform online, and just like email, you want to capitalize on its massive reach.
Kennected is a LinkedIn automation tool that uses data-rich filters to find your ideal targets. It brings you a continuous stream of sales, meetings, and connections and even lets you reach more leads at scale.
Kennected has unlimited HubSpot and email finder integrations. Similar with the email outreach tools mentioned above, Kennected lets you send automated but personalized messages and follow-ups to your prospects. This tool lets you put your lead generation and prospecting on autopilot.
It’s clear that email marketing is alive and kicking. Email remains relevant to this day, and can even give you better results compared to social media. So if you want to get the best results, you need to start using all of the marketing channels that are available to you.
We hope these statistics, tips, and tools will help you refine your own email marketing strategy.