Email has been a part of the marketer’s toolkit for over two decades. Throughout the years, it’s evolved and grown in popularity.
The way email is used, the type of technology surrounding it, and the results it brings have all developed steadily over time. Email has gone from a curious invention to a marketing mainstay. Still, some believe newer technology has killed email marketing.
Does email marketing still work?
But those people couldn’t be more wrong.
Let’s examine the current state of email marketing compared to how things used to be and we’ll prove that email marketing remains as relevant and as powerful as ever.
How do you measure the success of email marketing?
For many people, the success of an email marketing effort can come in different forms. There’s the matter of open rates, engagement, and lead generation. But, before we can track these metrics as they relate to email, we will examine some of the more basic statistics.
For email marketing to be truly successful, it has to be used prominently. In this respect, email is in no danger of falling out of favor. In 2019, there are over 3 billion email users. That’s a massive demographic for marketers to reach.
Yet, just because a lot of people use email doesn’t necessarily prove it is still working, at least not on its own. To examine the impact of email marketing, one has to consider how impactful it is to the businesses that use it. Maybe more importantly, how many marketers consider it their best overall tool?
If email marketing is falling out of favor, you could assume it would be falling out to make room for other marketing tactics. But studies have shown this isn’t the case.
Image from Medium
The numbers show email marketing is outranking popular tools like social media, SEO, and PPC advertising. While it still has its competition, it’s undoubtedly still working.
Email marketing has an ROI of 4400%.
Email is not just a tool for extending offers to customers or generating leads; it’s a primary tool for generating a return on investment in marketing efforts. Those companies that utilize email and do it well can enjoy higher sales and a more cost-efficient approach to their marketing overall.
The main reason why people wonder if email still works is due to its age. Usually, we think older technologies will fall out of favor. Some do, but others evolve. This is what email marketing has done, and why it remains effective.
Does email marketing still matter?
We know email marketing still works in terms of providing returns, but so do a lot of marketing tactics. Just because they work doesn’t mean a company must automatically use them. Does email marketing still matter?
The benefit of email marketing is the return it provides: roughly $44 for every $1 spent. With so many platforms and email builders out there to help things along, marketers working on their own or in dedicated departments can still drive great results.
The results aren’t dependent on location either. Globally, roughly one-third of marketers say email marketing is their best tool for generating ROI.
With so many individuals and organizations across all industries benefiting from email marketing, it is safe to say it still matters, now more than ever.
What now?
Email marketing has been around for a long time. It’s evolved and changed, but it’s managed to remain effective and even grow in popularity over the years.
- Email usage is expected to increase in the coming years
- Email outranks many other popular marketing tools today
- Email is a top ROI-generating tool for individuals and organizations
Email marketing is more popular than ever. Even if you’re a marketer for a small or developing business, you should learn how email can help you.