My opinion: Yes.
Email marketing will survive for those companies for whom it continues to perform.
Effective marketers are always re-evaluating performance. Performance is what counts, and the email marketing channel still likely performs for most of you eTail blog readers.
I have never placed a billboard advertisement because I would pay too much for people who don’t buy my product. If it remains a performing channel for you, stick with it. I would abandon a channel only if the ROI were to drop below a given benchmark (for me somewhere around 150%)
Current Truths About Email Marketing:
- The college class of 2014 no longer checks their email first as their Facebook pages and Twitter accounts are number one
- It’s not as sexy as Facebook or Twitter – I get it
- It has dwindled in its performance, no doubt
- People still read email! If you work at a company, you likely use email, and you likely have your own account
- It’s fast and can be personal. I can get you an email in a few minutes!
- It’s mobile, and right now I feel on par with a text message. When I hear my phone buzz, I look to see what it is!
- It is an inexpensive channel for direct promotion
- It still works for both prospects and customers alike
- It is an critical part of an integrated, multi-channel campaign