Email Marketing Is Not Dead. It’s Thriving! But How Do You Use Email Effectively to Help You Succeed?

Marketing Advice - 27.01.23
Pink graphic with '@' symbol in a blue letter

You may have heard all sorts of things about email marketing, how email is dead and how people are using social media now to connect personally and professionally. You may also have heard that millennials don't use emails. But Nutshell debunks this myth with stats showing that 73% of millennials prefer to communicate via email for business purposes. 

The surprising truth about email marketing is that it is still hugely popular with marketers. Despite the narrative, global organisations are increasing their email marketing activities - creating weekly/monthly newsletters and growing their subscriber lists. 

So what is email marketing?

Email marketing is a form of direct marketing that uses email to promote your business's products or services. It can be used to stay connected and engaged with your key audiences so that you can influence their behaviour.  

It’s a core skill of a modern marketer to understand how email marketing works and how to run a successful email marketing campaign. So, here are a few handy tips to make sure you get the most out of your email efforts and understand the advantages email marketing can bring to your business. 

Email best practices

  • Always include a CTA Subscribe to the Newsletter, Order Now or Activate Your Discount Code are typical examples. CTAs inspire the email recipient to take action. 🙌

  • Don’t overload your audience’s inbox with too many emails Quality over quantity. Every email you send should have a distinct purpose and clear message. 

  • Don’t use ‘No-Reply’ Messages that recipients can’t respond to increases your chances of being marked as spam. 👎

  • Include an email signature and your company logo Seeing a trusted source makes your email and its information more valuable. 

  • Be personal! One-to-one communication is more effective Tailoring your email greeting to your recipient will improve your chances of the email being opened. 

  • Keep your emails short and your structure easy to read It goes without saying, people are busy so will want to skim through your content easily. 

  • Choose a relevant email list. Don’t waste time emailing people who are not your target audience. Build a strong email list with contacts that are relevant to your business. 

  • Be conversational. Let your personality shine through. Sounding too corporate or overly professional makes you less approachable. We’re only human! 🙂

Key benefits of email marketing 

  • Generate traffic to your website. Email traffic is deemed valuable because it comes from your existing leads. 

  • Increase brand awareness. Running an email marketing campaign will help you to boost your brand and keep your product in the mind of your customers. 

  • Boost engagement. Sending regular emails will keep the communication lines open making it easier for your customers to engage. 

  • Drive sales and revenue. You can use your email to reward customers by offering discounts on products or sharing new promotional materials. 

But we like to let the stats speak for themselves. And this insightful article 10 Email Marketing Stats You Need to Know in 2023 from Oberlo presents some interesting statistics on the global usage of email. Such as:

  • 81% of SMBs rely on email to grow their business 

  • Personalising your emails generates a 50% higher open rate 

  • The return on investment of email marketing is significantly higher than other channels 

Meanwhile, Hubspot explores how email marketing revenue is estimated to reach almost 11 billion by the end of 2023. In a world dominated by modern tools, it’s interesting to see how traditional email still plays such a vital role in global organisational communication. 

So that got us thinking... 

Why does email marketing deliver a higher ROI? 

Marketing agency Digital Strike provides some valuable insight into this. 

  • It appears email marketing is more effective for B2B with click-through rates (CTRs) 47% higher for B2B email campaigns than for B2C email campaigns. 

  • The purchasing power of email is striking in that consumers who make a purchase via email will spend 138% more than those who don’t. 

  • Email is the third most influential source of information for B2B audiences. 

Check your inbox! 

So there you have it! We’ve challenged the narrative that email is dying and concluded that email is actually thriving. 😀

The statistics are clear and show that more people are turning to email to engage with their business peers. In 2020 the global email marketing market was valued at $ 7.5 billion with a projected figure to increase to $17.9 billion by 2027.

And this is despite the abundance of digital media channels and communication tools from websites and blogs to video marketing and social media helping us all stay connected. 

Email remains relevant today regardless. It is also a highly effective channel to engage with customers personally, helping you grow your brand and build meaningful relationships that will last.