Is Email Marketing still effective?

With the growth of social media, many are asking the question –  “Is email marketing still effective?” The answer is yes; email marketing is still effective and will only continue to grow. According to The Radicati Group, the number of email users will grow to 3 billion in 2020.

Nowadays, social media content is filtered and does not reach everyone. According to McKinsey & Company, email marketing still effective up to 40 times more than social media. The same study also shows that the buying process is 3 times faster with email marketing than with social media. According to the Fourth Source website, 92% of Internet users have at least one email account unlike social media, where not everyone has an account.

The only time email marketing is not effective is when the content does not meet the interests of the recipients. According to Ascend, 51% of marketers say that unsuccessful email marketing campaigns are due to the lack of relevant information about their contacts. Another reason for its failure is sending too many emails. Hubspot says that 78% of its recipients canceled email subscriptions because they were receiving too many.

But, if there is a limited number of emails with relevant content and a call-to-action plan, email marketing still effective and will work.

Types of Email Marketing

Email marketing has many advantages when used properly. Some successful strategies include:

  • Commercial:These strategies increase impulsive behavior, when announcing promotions or a new product.
  • Loyalty: These types of campaigns promote their relationship with the brand or company, in order to generate more sales and retain customers.
  • Informational:These campaigns inform clients about future events or get feedback on a service or product.
  • Location: This is a strategy used to inform people about the location of the physical store so that they can go in.

Based on surveys conducted by the Channel Preferences Survey, 91% of people access their email at least once a day. Therefore, email marketing is far from dying. With a well-planned strategy, email marketing is sure to deliver the results you want.

The author, Carolina Macedo, is Project Coordinator of Marketing Keys. Carolina checks her email multiple times a day.