Is email marketing really here to stay?

So, 74% of email marketers think email marketing will be the highest ROI channel by 2020, according to a survey by Econsultancy. But it was only a few years ago, we were predicting the death of email. So – I guess what we want to know – is it really here to stay?

Well, if our own results are anything to go by, then yes it is.

Here at CommuniGator, our email campaigns account for almost half of our website traffic and play a key part in our lead nurturing strategies. Why has this been the case? Well because we’ve integrated our email marketing platform with our other tools, such as CRM and website tracking software. Doing this has allowed us to make our email marketing a key part of sales process at every stage – from identification to nurturing to close.

Gone are the days where you simply relied on email marketing to blast out a mass message. No one wants that anymore. No, if you can deliver personalised, targeted messages, your email campaigns can – and will – succeed. All you need to do is to start using it intelligently.

Email has been around for over 20 years, and it still hasn’t disappeared even though marketers have flogged it like a workhorse and given it terrible reputation (SPAM, anyone?!?). With over 4,000 companies in the marketing technology landscape compared to the 150 in 2011, email marketing is not short of users.

But we must continue to be innovative with how we use the technology if we don’t want to see email knocking on death’s door anytime soon.

See our other thoughts on email marketing trends at the end of 2016 moving into 2017, the technology available and what we believe marketers should be doing to improve their email marketing performance.

Better yet, if you’re as mad about email as we are, why not check out this guide on creating a highly effective email campaign for reference!


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