Electronic mail, where you send a message over a network to a specific person using the @ symbol, has been around since 1971. Let that sink in for a moment.
Sure, it wasn’t until 1993 it started to become common place as people began referring to it as email (or e-mail). But still. I was 6 years old. Our very own Chrissie Parker was 2.
So when people think that email, or more specifically email marketing, is dead, we get where they’re coming from. There’s social media and Google and even text message marketing.
But you should know something….
Email marketing is far from dead.
In fact, it might be bigger than it’s ever been. The internet has become a very saturated place. We’re bombarded with ads, notifications, pop-ups, videos, and more, most of which are pulling our internet history to target us specifically.
Going to any news or shopping website feels like that scene from Minority Report where Tom Cruise is trying to discretely sneak through a shopping mall but keeps having advertisements yell at him:
And while you can try to use adblockers and turn off your browser cookies, you only have so much control.
This has made the email inbox a very special place. For some, it’s practically their digital Zen garden. Yes, you get spam and unsolicited emails. But you can unsubscribe. You can block. You can control and filter.
What remains after that are things that have value to you.
This provides a powerful marketing opportunity.
If a person willingly gives you their email, they’re essentially giving you an inroad to their quiet place on the internet. It’s like a girl giving a guy their phone number back before social media made the dating scene considerably more confusing.
They wouldn’t do it if they weren’t a little interested.
You can send a personal message straight to a potentially interested person. A message that requires nothing except for them to click on it. And once they do that, you’ve got their ear.
It couldn’t be simpler.
That’s why it seems every website you visit these days has a pop-up asking for your email. Or they’re giving away something free in exchange for an email.
A valid email is a very strong lead.
And there’s science to back it up.
Want some statistical proof that email marketing is still relevant? Well here you go:
And as we said in a recent post Facebook post, every dollar spent on email marketing returns an average of $40 or more.
But you need to tread carefully.
While an email address is a powerful asset, it’s easily lost. All it takes is a poorly worded subject line or one too many irrelevant messages, and your target can unsubscribe, block you, or even report you as spam.
You need to take things slowly, delivering emails that are relevant and provide value.
Either hiring an internal marketer or utilizing a third-party to help you craft campaigns is a great way to go.