Email Isn’t Dead – Just Evolving

A few years ago when Facebook messaging came out, everyone thought email was dead and buried. Except that you had to have an active email address to get Facebook in the first place. And access to every other social media account. Hmmm. Interesting.

And whilst things have changed, email is still very alive – how it gets used in every day life will continue to change too.

Jeanniey Mullen says it perfectly:

“Email is the backbone of all digital communication. It can never die. It will continue to evolve.

“Think about it: You cannot create any single type of digital communication without an email address – you need an email to register a cell phone so you can text, email is required to set up a social network or cloud storage, get on an app store, register for an event, and purchase something online. The list goes on and on.”

Not that we’re using email in the same way as we were ten years ago in marketing. Lots of things have changed, many for the better. Some of the things that will never die include:

  • the email address is your unique identifier. As above, you need one to get access to everything else, so you may as well register your own domain name and get the address you want. You’re going to have it forever.
  • opting in for email communications is a strong sign of interest. Given your other options (think social), you are only going to give your email address to someone that you actually want to hear from, when you get a sense of real connection. If you want to know who your next best customer is going to be, it’s the one who just gave you their email address.
  • transactional emails are the most read email you can send. At least 50 percent of these types of email are read within two hours of receipt. You may as well use this to your advantage, and make it look freaking awesome, boost engagement and go for the incremental sale.
  • email doesn’t die if it’s not deleted. An email can live in an inbox or folder for up to two years. You never know who is going to keep an email for a later date.

So those are the things that are working. What isn’t working anymore won’t come as a surprise:

  • email is a distant third to texting and social media on digital devices. Facebook messaging is very powerful for immediate, personal conversations.
  • batch-and-blast emails are dead. You are better of moving to an automated marketing solution that is predictive, meaningful and responsive to the needs of your customer.
  • single design templates. Emails are most likely now read on a smart / mobile device. Create responsive design emails accordingly.

Given that email is still alive and well in 2015, it’s a safe bet that it’ll be around next year, and the decade beyond that.

If you’d like to know more about automated marketing solutions, and how to reach the people who are genuinely interested in what you have to offer, let’s talk.