When I check into my emails, the last thing I look at is my junk email. The name explains it all. It’s pretty much just junk.
At the time when I signed up it may have been important but now, weeks, months or even years later, these emails seem irrelevant.
Email Marketing is one of the biggest forms of direct marketing with 4.3 Billion email accounts receiving 196 Billion emails every day. This seams like a tone of emails, but how many of these emails are being received and acted upon.
I’m not sure about you, but I know that when I get one of these emails, more 9 out of 10 times the email goes straight to the bin. Not standing a chance, even if I love the brand/company/event its advertising.
Take a look at these:
I can honestly tell you I remember signing up for 3 of these mail lists. The rest, I have no idea how they got my email. Surely it would be a voluntary when I gave my email address (even if I have never seen some of these brands before), and its not spam right?
I think I’m more scared to open the email incase there is a virus embedded in it. This has happened before and it is not a fun or easy job to clean up.
So, in this day of advanced technology and short attention spans, is email marketing still relevant?
Well, considering the amount of emails sent out, surely it has to be. Sites like MailChimp create their whole business around email marketing. Email marketing has a high ROI compared to other direct marketing tactics which show why so many organisations utilise it.
However, with consumers having a lower attention span due to the easy access of technology, its becoming more difficult to engage consumers. As you can see below, most emails have less than a 25% open rate and an even smaller click through rate. So while the emails are usually reaching the consumer, the retention with the email is diminishing
So what does this mean for email marketing?
In order to remain relevant email marketing must evolve to keep up with technology and the expectations of the consumers. It is expected to directly target consumers, personalise content for relevance to increase the open and click through rates.
Below you can see the predictions, marketers have for email marketing. From these predictions we can assume email marketing will be around for a long time, becoming automatically personalised for the individual consumer which can be achieved through the increased used of personal devices (mobile phones etc).
So where do you think email marketing is headed? Is it still relevant in this day in age?
Let me know in the comments bellow!
https://www.marketingprofs.com/articles/2017/31999/advertising-in-the-age-of-distraction
Smoke and Mirrors 
Great post Alex! Completely agree, my emails are clogged with probably 80% promo emails. For me I use Gmail so all of my promotional emails are sorted into its own folder automatically so when i feel like it, I just quickly scroll through all of them and maybe open 1 or 2 that look appealing.
If marketers follow the opt-in approach where you can selectively decide on the content you want to be sent, it will be much more effective in converting them to sales
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Hi Ivan. You are defiantly onto something with the automatic sorting of promo emails. However, this can be detrimental to marketers if most people automatically sort emails. This may lower the open and click through rates. Maybe if there was a way to remove the stigma of an annoyance and inconvenience that remains attached to email marketing it would be more accepted? Thanks for your comment!!
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