Email marketing is dead, or so this article from Inc.com would have you believe. The writer – woe is him – firmly believes that Generation Z has effectively killed it in its tracks. Perhaps the writer has not yet heard of SalesForce marketing cloud, that allows marketers to create a personalized customer journey by amassing relevant points of information in a unified way! Email marketing is still an effective way that marketers can reach their target audiences, yielding incredible ROI.
A survey conducted by Adobe showed that, on average, Americans “spend more than five hours per day checking their email.”
We’ve all been there – on vacation (pre-Covid, naturally), and that familiar ping goes off. You’re drinking a spicy margarita, sure, halfway through a tanning session under the relentless 12 o’clock sun, and you know it’s an email from work. The resistance to not reach over and check really quickly is almost too much to bear.
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And we’re not alone. According to Hubspot, there are currently 3 billion users worldwide! (Not that most of them are checking their emails the way Americans are).
What do marketers need to know about this ‘nearly ancient’ channel of communicating with customers? The first one may be that sending emails as many times as Neil Patel sends push notifications to those subscribed to his channels is one too many times. Email marketing now requires a level of personalization that is expected in the age of the Fourth Industrial Revolution, where big data, Artificial Intelligence, and Machine Learning dominate.
As consumers, our attention span is dying, and targeted, personalized emails are the way to help jolt attention back to companies that we once loved. When companies take the time – and spend the resources – to tailor email marketing campaigns to find the consumer at just the right time in the marketing journey, the chances that the recipient will click on it dramatically increases.
Depending on where they are in the customer journey, they will be receptive to receiving information that is pertinent to them at that particular moment in time.