Is email marketing still effective?

According to Disha Dinesh, email marketing is scalable and mobile-effective. “Through email, you can target audience of any size, ranging from one to one million, and do so productively. Plus, email gets you access to people through mobile notifications on mobile devices, giving you room to really catch their attention where it matters.” Hence, email marketing is an essential tool for business ever since the world knows internet.

Besides its advantages, email marketing spam rate can affect the delivery rate of emails. CrossxWare said that this advantage can somewhat be eliminated with the idea of ‘Opt-in’ emailing, where consumers consents to receiving emails and therefore eliminates the idea of receiving unsolicited emails.

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Another research from Forrester suggested that emails will remain a digital mainstay for communication. Although technology of media is rapidly growing, consumers still love the idea of receiving email from company. Forrester revealed that there are three surprising trends about email marketing you should know, here they are:

1 Younger users are sticking with email

Although instant messaging are everywhere, Forrester, in their research, mentioned that users ages 12 to 17 are using email more than using either Snapchat or Facebook. The data shows that monthly Snapchat usage among 12-17-year-olds jumped from 39 percent in 2014 to 67 percent in 2017, while email adoption grew from 69 percent to 82 percent over the same periods. This indicated that email still receives nice response from users. Moreover, most social media accounts should be registered either by phone number or email which makes email are still in demand.

2 Email usage is growing

The number of mobile users is growing, estimated to reach 4.68 billion in 2019 according to Statista. Mobile phone penetration is forecasted to continue to grow, rounding up to 67 percent by 2019. In China, it is expected to reach almost 1.5 billion mobile connections and India almost 1.1 billion. Thus, the growth of smartphone users will also impact the growth of email usage.

Forrester analytic research found that smartphone email usage has been growing and there is still plenty of headroom for growth. Overall email usage as a percentage of online users ages 12 and older is undoubtedly saturated, Forrester said. It can be concluded that more people are accessing email on their phone which means opportunity for them to send and read more messages. Additional data from Email Monday revealed that 68.9 percent of recipients view marketing mails on their smartphone 2-3 days per week. Therefore, marketers can take advantage of it and make it to craft email communications that are more contextually relevant.

3 Consumers like emails

Email is and will still be consumer’s favourite notification, as Forrester Analytics’ Consumer Technographics survey data has shown an upward trend since 2013. The number of consumers in the survey said that they have signed up for company emails in each of 14 industry sectors. However, at the same time, consumers showed that they are increasingly dissatisfied receiving company’s emails. The only reason for their dissatisfaction is that the email they received did not match their expectation. Therefore, takeaway for marketers is you should keep sending email that match customer’s expectation.

The increasingly demand emails are those that are personalised, contextual, and relevant. So, “marketer investments in tools to develop smarter email messages that satisfy these criteria will be an important factor driving future email marketing spending.”

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