The status of email marketing is a popular topic for debate in every Digital Marketing Agency. Is it dead or alive as of now? Well, email marketing is something that will never ever leave its place in the world of digital marketing. Its importance and presence can never be ignored. Email marketing is not dead, definitely not, and neither will it die anytime in the near future.

A simple statistic will prove the importance of emails in our everyday lives: Over 200 million emails are sent out in a single minute every day. So, you see how heavily email is used as a communication platform for brands, marketers, and even consumers.

There are even more numbers to prove this fact. Over 72% of the adults in USA have stated that they prefer the companies to communicate with them through email rather than any other platform. 91% said they would love to receive promotional emails from the companies that they do business with. As far as the companies are concerned, 72% of them have said that they use email marketing as an integral part of their business and marketing efforts. 25% of the companies consider email as the top most priority and channel for an advantageous return on investment.

Read Also: 14 Smart Tips to Get Your Email Subscriber’s Attention

If you are still not convinced and doubtful about the existence of email marketing, here you have three major reasons why email marketing is not going anywhere. Go through them and decide for yourself.

1. The advantages of social marketing

Social media has a lot of fancy and exciting options to it. This is why there are several rumours that it is slowly killing email marketing which is more of old school. Well, even though social marketing may seem to be more effective in certain case, this one marketing medium is not able to do anything alone by its own. This is one point you need to keep in mind. Vanity metrics and other hollow impressions usually give the marketers a sense of false satisfaction about social marketing. There are simply distracting you.

There are a number of marketers who try their best to gather attention through slightly spammy tactics on social media like filling out Twitter feeds with automated tweets all round the clock, blasting their pages on Facebook with completely irrelevant posts and updates, sending direct messages that are nothing but automated, and also using a huge number of cat memes and circulating them. They do not understand how annoying these techniques can be. Spamming only reduces your followers. They tempt the users to click the unfollow button, and you do more harm than good.

Email marketing, on the other hand, provides useful and relevant content to the audience. This audience consists of people who have willingly subscribed to receive newsletters and other informative emails and would love to learn more. As per data collected in 2012, nearly 90 percent of the internet users have an email account while a smaller number of just 70 percent have an account on any of the social media networking websites. This proves that email is still reigning as the top most form of communication. If you want to reach a majority of the audience and increase your reach, then email is definitely what you need as it is the most effective method in this case.

2. It is evolving at a higher rate

With emails, brands could get the power to drive customer engagement by monitoring, testing, measuring, and tweaking the emails sent out as newsletters or targeted offerings. The whole game of email marketing has now changed and evolved to a greater extent. Slowly, it is ceasing to be a medium purely for communication purposes to a complete platform that could help the different brands deliver their experiences across various channels.

Here are some of the key email trends that have been explored by Liga Bizune in a recent article that illustrate how emails are slowly evolving to become more than just a channel for communication:

• Wearable technologies are evolving. This will slowly change the way brands communicate with the email subscribers.
• A new technique of email marketing will surface, which will be hyper-targeted and also location based. The credits for this goes to the integration of proximity and geo-location applications into emails.
• Behavioural email marketing will start to get driven by predictive analysis.
• As emails are transitioning to mobiles, it has become more necessary than ever to develop better and more creative content. This is the only way to capture the attention of the audience and keep them hooked on.
• Videos have started to evolve and find their own place in the world of marketing. They will start playing an even bigger role in email marketing. A bigger emphasis needs to be put into this aspect.

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3. Correct execution makes it most effective

Emails need to be used properly and effectively to make it more than just a passé. The biggest challenge you face in case of newsletters is that only a small part of the subscribers actually care to open and read the email newsletters you send out to them. This does not, in any way, imply that email is dead or dying. It just points to the fact that your newsletters are not able to make the mark among the audience. They either fail to create the interest in them or your calls to action are not effective enough. Ask yourself a few questions to get your answers:

• How is the tone of your content? Is it purely promotional and impersonal, or is it helpful and friendly?
• Are you making an effective and meaningful one on one engagement through your content?
• Are you striking up a conversation with the reader, or are you just talking at them to get your job done?

These questions will help you understand where you are going wrong. Understand the effectiveness of email marketing to be able to use it in the best way possible.

One thing you need to remember is that email marketing is not going anywhere. Each and every Digital Marketing Agency makes sure to emphasise this point. If you even believe that emails are dying and there is no point in marketing via emails, you will surely start missing out on the wide range of opportunities that this platform has got to offer you. Do not make this mistake, and keep your place in the digital world.