Maybe the question should be “is your email marketing dead?” Most businesses aren’t using email consistently or effectively.
Social media has given us lots of new ways to communicate. People “talk” to each other on Twitter. They buy things on Facebook with Messenger. On LinkedIn, they connect with colleagues and stay up to date with the latest industry trends. On Pinterest, people plan wedding showers and birthday parties by crowdsourcing ideas. They get the information they want and need on those platforms.
What does that mean for email?
I use social media when I’m bored or need to look busy. So for me, social media is something I do when I’m not actively searching for an answer or solution. Or when I want to contact a brand to get immediate customer service on an issue.
But when I want to get information about a topic I search and then I go to a website. If the information I get there is compelling and I need more education I’ll subscribe to the email list.
I ask the website to market directly to me with more information about their products and services. That doesn’t happen with social media.
Is email marketing dead?
So does this mean no one has a use for email anymore? Not quite. Statistics show there are 2.9 billion email accounts in existence, and that 88 billion email messages are sent each day.
Also, emails are still popular for B2C and B2B use. People prefer social media for personal communication, but they still choose emails to communicate with companies.
Another interesting thing to note is that 47% of all email accounts are in the Asia Pacific region. So if you do business in that region, you’ll find more success with email over other communication channels.
Spam is killing email!
But the one thing that’s going against email is spam. As many as 45% of all emails are spam! They’re annoying to customers and harmful to businesses. For email to remain popular, the issue of unwanted spam needs to be addressed and dealt with.
My thanks go out to my friends over at VisibleGains for this provocative infographic.