For something that’s over 40-years-old, email doesn’t always get the same attention that newer and shinier channels get.
In fact, for something that’s been around since the 1970s, email has a weird habit of always being in the process of getting killed.
Overeager trend pieces aside, email is having a renaissance of sorts. The rediscovery of email newsletters, increased reliance on email marketing, and the harnessing of email addresses for CRM retargeting have all ensured that reports of email’s death have been widely exaggerated.
So why is email still so popular after all these years? A few reasons:
1) It’s efficient
Dollar for dollar, email is the most efficient digital marketing channel. For every $1 spent, $44.25 is the average return on email marketing investment, and – even without the ability to post status updated and RT DJ Khaled inspirational quotes – email conversion rates are 40x that of Facebook and Twitter.
2) It drives sales
66% of consumers having made a purchase online as a result of an email marketing message. And, once they do make a purchase, they buy more – People who buy products marketed through email spend 138% more than people that do not receive email offers. When it comes to the biggest shopping days of the year, email drove more online sales than any other channel.
3) It’s Everywhere
According to a recent study from Adobe, 9 out of 10 consumers constantly check their personal email from work and their work email at home; on average, they spend over six hours each week day on email – and 58% of adults check email first thing in the morning every day.
And the marketing emails sent by brands and publishers are reaching consumers when and where they’re paying attention – email is the most popular daily activity on mobile.
4) It’s your Online Identity
Think about the sites you visit each day – Twitter, Facebook, Amazon, and even ‘email killers’ like Slack – require an email address to identify and anchor a user’s account. If Facebook wants to update you about someone posting on your wall, or a new friend request, they don’t message you on Facebook – they send you an email.
So, while email still serves its original purpose of being a communication channel, more than ever, email addresses are becoming the new universal online identity.
5) It’s the most popular 40-year-old with millennials
We’ve been hearing that the Internet has changed and become fragmented across devices. One thing that hasn’t become fragmented? That’s right – the email address! The addressable nature of email has maintained its status as brands’ and marketers’ strongest communication channel with their customers. It’s not just older generations, either – 73% of millennials prefer to contact brands via email.
And because marketers and brands have been using email to communicate with their best customers, they’ve built CRM databases of email addresses that they can now use to to retarget those customers when and where they’re paying attention across platforms like Facebook, Twitter, and LiveIntent.
6) It’s 40-years-strong and growing
Long story short, email is not only around for the long haul. By 2017, there will be 3.9 billion email accounts sending an estimated 207 billion emails per day (and that’s the way we like it.)
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