Is email marketing still relevant in 2015?

Is email marketing still relevant in 2015?

Oct 08 2015

The short answer:  Yes!

There are quite a few blogs and articles knocking around the Internet posing a similar question.  Invariably the same conclusion is drawn with the backing of good old statistics. What can we deduce from this? Email marketing is very much alive and relevant in 2015. Its relevance and application extends to both businesses and customers alike and as a result of this the industry continues to experience growth.

Its popularity as a means of communication has risen over the years. Even with the arrival of social media and mobile 'smart' devices, ‘Email is not dead’ has found that consumers still prefer email for 'commercial' communication. If you've ever received informational newsletters, emails promoting related products or discounts, these are all forms of email that fall under the commercial category.  

One of the key factors contributing to its popularity and acceptance by consumers is down to the efforts made by reputable businesses to send out relevant content to specific sets of consumers. This coupled with stringent anti-spam laws restricting the sending of unsolicited email to an individual person and the legal requirement to obtain their 'explicit consent' has helped maintain industry reputation. This benefits both the sender (business) and recipient (individual person).

A powerful digital marketing tool

Email marketing is a versatile and effective marketing tool, which is constantly being used by businesses and marketers worldwide.  It can be can be used to 'reach-out', 'engage', 'convert 'or 'bring-in' consumers;  regardless, of which marketing channels businesses use to market themselves in. It can also be used to acquire new customers or retain existing ones. Its role in a long term and overarching marketing strategy can vary as it can be used as a way to enhance the marketing effort or actually be the marketing effort in specific cases.

The landscape in which businesses use email communication to engage consumers has been changing and because of this, email marketing has undergone many shifts. Marketing techniques, strategies, business appreciation and technological advancements have gone hand in hand in evolving this tool. From a business perspective, it's a tool which can bring significant Return on Investments (ROI) and retain consumer loyalty. From a consumer perspective it can connect them with the latest deals and account information for example. All of this can be personalised so that the consumer only sees what is relevant to them.

Email marketing beyond 2015

The million dollar question; will it remain relevant beyond 2015?

If the past and present trend are anything to go by, then yes, it is an industry that will evolve and still be relevant until something revolutionary comes along and transforms the way we communicate.  One thing you can count on is that mobile smart devices will play a bigger role in email marketing . Statistics from Litmus have shown that over 50% of emails are being opened on mobile devices. We can only expect this figure to grow over time and with that the way we interact and engage with emails will change - thanks in part to technological advancement which will continue to push the email marketing boundary.  

Keep in with the 'Now' and 'Engage' your audience

For the time being, it's key that businesses look and relook at their email marketing efforts. A recurrent email strategy with targeted campaign programmes is an effective way to focus your business efforts when using this medium.  The strategy will also ensure that the business is focussed on making the best out of it by coming up with relevant plans with the aim of improving engagement, creating or improving on ROI . As always, we have a team of dedicated digital marketers who can help you with this journey. Get in touch with us and we can chat to about this process further.   

Here's a closing question for you to ponder. In what way will mobile devices impact the email marketing industry in a few years time?  That's another question for another blog - stay tuned for that one, or maybe sign up (cough) to our newsletter at the bottom of our homepage for regular news and marketing insights on all things digital!