Oh, look. Another death of email marketing headline. All too often, we see posts that lead with this provocative clickbait proclamation, while keeping the contradicting nuances under the surface.
Ironically, this kind of practice is exactly WHY email marketing has seen its reputation tarnished. The focus has shifted too far toward style at the expense of substance. Marketers became so singularly obsessed with compelling opens and clicks, through irresistible subject lines and poppy CTAs, that many of us lost touch with the core value of this digital channel: direct, one-on-one engagement.
I’m here to tell you that this value still exists, and might be more essential today than ever, in spite of (maybe even because of) the waters becoming so muddied. Recipients will welcome a little freshness and clarity in their inbox, from those brands and influencers that are willing to buck the trend.
Dead? No way. Email marketing is alive and well, and it can still be a central component of a successful, customer-centric marketing strategy when done right.
The Rise and “Fall” of Email Marketing
This life experience might be unique to fellow millennials, 工作职能邮件数据库 but I’ll never forget the jolt of excitement I felt as a preteen logging into America Online in the mid-90s and hearing those three magical words: “You’ve got mail!” The internet in general was too new and grand a concept for my young mind to grasp, but anyone could take delight in a mysterious message sent expressly to you — like a present waiting to be unwrapped.
Fast-forward a couple decades, and the quaint charm of a full inbox has largely disappeared. Irrelevant messages began to proliferate and pile up like AOL trial discs. Spam started running amok, to the point where — as of March 2019 — 56% of all email messages were categorized as such. The sheer volume of messages we receive, and the dread of digging through them all, can cause legitimately troublesome levels of stress and anxiety.
As a result, many emails are now being cast aside, either because inundated human users click delete instead of open, or because increasingly stringent filters are diverting them to the spam folder — especially if they come from a company or unfamiliar sender.
There’s no doubt that trust has been shaken. Anecdotally, I’m sure most people reading this have been scarred by an experience where they had to completely shut down an email address because it became overwhelmed by promotional junk, or where they repeatedly tried to unsubscribe from an unwanted newsletter to no avail.
It is at times like these that well-intentioned, creative, value-driven marketers can answer the call and rise above the fray. Here’s how.
Rejuvenating Your Email Marketing Strategy
A fact that might surprise you: open rates aren’t in a state of steady, ceaseless decline. In fact, according to Super Office, the average rate has generally been increasing (or at least remaining steady) year-to-year over the past decade-plus: