I already imagine you sitting there, sipping your cup of coffee or tea, flipping through best marketing practices, and thinking: is email marketing dead in 2020?
By now you’ve heard that people don’t like to share their data, that social media is replacing emails, and that there are many other successful marketing methods rather than marketing emails.
Ask yourself this: have you opened your email inbox today?
As you can see, email marketing is very much alive and well.
Email marketing statistics show that the usage of email is here more than ever and it’s going to stay, even involving a younger target!
We are talking about email marketing being one of the most cost-effective tools ever, especially in 2020, in order to reach and attract more and more customers.
Let’s see what’s going on worldwide and just make sure how to do it right!
Let’s break down all you need to know about what’s happening with email marketing in 2020:
· How can email marketing not be dead in 2020?
· Email marketing strategies ;
· Which agencies got successful through email marketing in 2020?
1. How can email marketing not be dead in 2020?
“Email has an ability many channels don’t: creating valuable, personal touches – at scale.” – David Newman
And this, my friend, says it all. Even though for many years, with the growth of social media, everyone started to think that email marketing was less effective than social media marketing – but it actually isn’t.
Email marketing has always been “the tool” that gave us the opportunity to draw more clients towards us, undoubtedly by:
· Providing value to others in the form of great engaging content
· Directing users through each step of the customer journey
So, what is email marketing? Why is it so important?
Email marketing is incredibly important and, usually, one of the most underrated digital marketing channels.
Well, for many reasons: not everyone is on Facebook, Snapchat or other social media channels but, most certainly, everyone has an email address!
As a marketer, an entrepreneur or business owner, you want to broaden your email list, and, as you grow it, that email list will grow along with your company: it is a real portable asset.
There are many digital marketing channels that change very dramatically or simply die.
If we take a look back in the days, AltaVista in 1997 was ranking #1 place and it was terrific! But, does it even exist now?!
Or let’s take, for example, MySpace: back in 2002 it was probably awesome, but Facebook took over hard, hasn’t it?
Social media channels can change, but email marketing just can’t.
Email is not a social channel that changes, it’s a web protocol (SMTP) “Simple mail transfer protocol” which means that companies can change their rules, platforms can become unpopular, but protocols don’t really die.
Until people won’t stop using emails and protocols, then your email list will still be a portable asset, if what you are delivering is engaging and well done!
So, mainly… it’s not about email marketing dying in 2020, it’s how you are doing it that kills your effectiveness.
Without a doubt, spam is a problem that can result in missed opportunities – but there are many ways to stop your email from going into spam!
Don’t worry, we got you covered for that later on!
Let’s see some statistics to fully realize what’s going on worldwide with email marketing, especially in 2020.
Every year, we are sending 102.6 trillion emails and this will increase by 2022 with 126.7 trillion. An average email subscriber receives about 416 commercial emails per month, making that up to about 13 commercial emails per day!
Check below the number of sent and received e-mails, per day, worldwide, from 2017 to 2023:
Despite the growth of mobile texts and chat apps or social media, email remains a big central part of daily digital life. In 2023, the number of email users worldwide is set to grow to 4.4 billion users!
The average open rate for a welcome email is 82% but it’s also shown that emails with personalized subject lines generate 50% higher open rates.
Did you know that adding videos to your email increase click rates by 300%?
Not to mention that a 49% of consumers would like to receive promotional emails from their favorite brands.
Take a look and tell me if you still think social media has a higher reach rather than email!
And, it’s not all!
By 2023, half of the world’s population will be using their email!
Certainly, email marketing is not dying! it’s helping your business grow.
Email continues in delivering a strong return in investment. Studies reveal that the ROI can be up to $40 per each dollar invested…
Far more than other channels! Check the chart here below.
Take a look at ROI (per $1 spent):
Research shows that around 73% of marketers report that email marketing ROI is higher than that offered by social media or similar digital campaigns. This is higher than SEO (72%) and paid search (67%).
Did we miss something out? Check here for more:
Email marketing remains one of the most important and effective ways for your business to connect with your customers and marketing statistics will truly make you understand how other businesses are using email to maximize their ROI, by not only connecting with their customers but also building lasting relationships with them!
However, only 46.7% track ROI, and only 27.7% measure the subscriber lifetime value.
Marketers who understand this gap, track the right metrics, and plan out the following metrics even more:
Also, GDPR (General Data Protection Regulation) is becoming increasingly important as it sets guidelines for the processing of personal information and it’s necessary to acquire consent from people.
Canada has its own privacy legislation, but GDPR privacy requirements are more onerous than the existing Canadian privacy legal regime.
GDPR represents a step-change in the way businesses need to handle privacy.
Organizations that take the opportunity to rethink risk and compliance, as they prepare for GDPR, will have a unique opportunity to drive distinctive strategies, capabilities and performance.
So, email marketing is not dead! You just need to make sure you are doing it the right way. So, let’s dive into it!
2. Email Marketing Strategies
Let’s start thinking of email marketing as an editorial product. What has value today, might not have value tomorrow.
You need to create a vision, and vision drives decisions!
Keeping your content fresh and authentic is what you need to stay ahead of the curve in 2020.
Focus on your subject lines to create your own personal ones and remember to be more engaging and credible, trying to evoke curiosity: curiosity always leads to higher open rates!
Check this out:
Be personal, build a relationship with your customer and be engaging.
A touch of curiosity gap will lead to a 927% increase of clicks on a pricing page remembering to always give trust!
You might increase your clicks once, but if you make customers lose interest in you, they will hardly click on your emails again.
The key is optimization. You can choose from many automation tools to complete array value-adding tasks, such as:
- Autoresponder emails will ensure your email marketing campaigns to be more effective by building a stronger relationship with your customers and subscribers. Delivering direct emails triggered by their actions and behavior.
- Intricate email workflows will create an intricate email-based workflow which will allow you to deliver key messaging to each subscriber, all the way through the conversion funnel. The onsite triggers will automatically drag your audience from the awareness stage to the conversion and retention stage, using one pre-set workflow on your email marketing software. You can properly segment your contact list and send each subscriber on their own personalized journey.
- Dynamic segmentation, when using a proper email marketing software, your contact list should be automatically updated as your contacts move through the conversion funnel. With dynamic segmentation, you will need to create a group for each stage of the funnel and your contacts will smoothly move through the funnel according to their behavior. Regardless of your industry or the product you offer, your customers will need a more personalized approach to convert faster.
Remember, we are not just talking about promotional emails for your products (which will need to be dosed as well) but it’s about driving your clients, through engaging content, making them love what they receive, and would read through by clicking for more information!
Storytelling is a strategy: a powerful marketing tool that is too valuable not to use!
Of course, using social media and email marketing in 2020 could really give your business a boost!
Let’s take, as examples, some daily newsletters which have a lot of success!
Can you believe Morning Brew has amassed 1 million subscribers in 2018? This company generated from $3 million in revenue in 2018, to $13 million in 2019!
“The Hustle grossed $35.4 million in the United States and Canada meanwhile $62.5 million in other territories, for a worldwide total of $97.9 million, against a production budget of $21 million.
The Clikk has great articles and insights in an easy digest format! Their newsletters are just amazing!
Have you ever heard of Substack?
Substack is a company that allows anyone to easily become a content creator and many newsletters are so engaging that readers are even willing to pay for them!!!
You heard that right!
It isn’t a proper email marketing product for companies, but it does allow everyone to write newsletters on a topic, showing there is a hunger for well-made emails!
3. Which Companies Have Been Successful with Email Marketing 2020?
There are so many ways in driving you client’s attention towards your intent through content!
Let’s take a look at some of the smartest companies which got a full strike to their action!
Birchbox is more than a beauty box.
Instead of having a standard promotional email or squeezing a promotion at the bottom of it, Birchbox smartly sends email to subscribers with a follow up by claiming they’ve “forgotten” a discount code to a dress rental company that fits their online profile.
There are no hidden metrics here, but just a brilliant example of smart, strategic psychology marketing. Can you imagine the numbers of clicks they make vs the numbers of clicks they would make with a poor small squeezed promotion at the bottom?
This says it all:
Another case study is impossible not to talk about, is…
Wok to Walk, is a food company, which sends a newsletter with a strategical subject line: call, make inquiries, and order your meal!
This email generated an open rate of 18.1%.
This group of subscribers became a specific and high-converting segment.
They’ve sent the same exact email by slightly changing the subject line to better suit this new segment, including a phone number.
This not only makes it easier for people to call but also gives access to their service even without opening their email.
Another amazing case study would be Zumba!
Not only Zumba is taking over worldwide, but the company really knows how to do email marketing like a 21st-century contender!
Each year, Zumba Fitness hosts an instructor convention, and in 2014, Zumba decided to kick off their instructor convention sign-up with an email that included a compilation video of past conventions.
What made this email video special was the call to action at the very end, when an invitation with the recipient’s name appears.
This worked out incredibly well!
Zumba Fitness saw a 50% click-to-open rate with this email.
According to MailChimp statistics, the average open rate of a company, with over 50 employees, is 23.61%, meaning that Zumba Fitness beat the average by over 100%.
Wrapping it up
In this article, we’ve proved that email marketing isn’t dead in 2020, given you relevant insight into email marketing, and have given you examples of those who have done it right.
Are you still thinking email marketing is dead in 2020? Times are for sure changing so, how are you going to keep up? Share with us some of your favorite emails or email marketing strategies below!