Is Email Marketing Still Relevant Today?

Editor's Note: This post was initially published in April 2021 and was updated with additional content in October  2024.

Is email marketing still relevant today, or has the allure worn off?

Gary Thuerk, an employee of Digital Equipment Corp, sent the first email marketing blast in 1978. He sent an email promoting his company’s computers to 400 recipients, and it netted $13 million in sales—about $78.8 million today.

Even today, well-crafted, targeted, and meaningful emails can be one of the most effective marketing methods for connecting with your audience at every stage of the buyer's journey.

Benefits of Email Marketing

While email marketing may conjure memories of the last spammy message you received, a customer-centric email spurs action from your leads. If you want to nurture customer relationships and increase profits, a nuanced email marketing campaign ticks all the boxes:

• It is far-reaching. As of November 2019, stats show that 90.1% of internet users in the United States use email. Both B2B and B2C businesses regard email as one of the most reliable methods to promote content marketing.
• Cost-effective. There is minimal outlay, but an ROI of $36 is generated for every $1 spent.
• Mobile-friendly. Around two-thirds of emails are read on mobile. Get in front of the right customers at the right time using mobile-first design.
• Automatable. Email automation ensures that each recipient gets the correct email at the right time, depending on where in the customer journey they are.
• Personalization. Email marketing software makes sending different messages to each audience segment easy.

Some of the Benefits of AI For Email Marketing

• Personalization: AI enables highly personalized email content by analyzing user behavior, preferences, and interactions.
• Segmentation: AI-driven segmentation goes beyond basic demographic data, allowing dynamic and behavior-based segments to be updated in real time and ensuring the right message reaches the right audience.
• Optimized send-out times: AI can analyze user data to determine the best times to send emails to each recipient, increasing the likelihood of opens and engagements. This optimization can lead to significant improvements in open and click-through rates.
• Enhanced A/B testing: AI can automate and accelerate the A/B testing process by quickly analyzing the performance of different email elements such as subject lines, content, and images. It can then suggest the most effective variations, saving time and resources.
• Predictive analytics: Predictive AI-powered models can forecast campaign outcomes by analyzing historical data and identifying patterns. This helps marketers to set realistic goals, allocate resources efficiently, and tweak strategies for better performance.
• Improved content creation: AI tools can assist in generating compelling subject lines, email copy, and even design elements. These tools use natural language processing and machine learning to create content that resonates with the audience while maintaining brand voice.

Email Marketing Strategy for Your Business

• Comply with relevant anti-spam and protection of privacy regulations:
  
  • United States: CAN-SPAM Act
  • Canada: CASL
  • European Union: GDPR
  • Australia: Spam Act 2003
• Grow a high-quality email list using a sign-up form that requires subscribers to opt in.
• Segment your email list by organizing it into groups (age, gender, preferences, geographic location) so that the messages are personalized, making the recipients feel special and understood.
• Personalize your emails to deliver hyper-relevant content to your customers and increase the chances of having them opened by 26%. Try including their name in the subject line and send your emails based on your subscribers’ time zones.
• Produce dynamic content that has your readers wanting more! Include an attention-grabbing subject line that entices them to open your mail. Double-check every detail of your email to ensure it is flawless before you hit send.
• Automate to send a series of highly targeted emails that are triggered by the actions of a subscriber. Maximum excitement and momentum for minimum effort.
• Test and measure. You can use analytics to measure the success of your email marketing efforts according to open rates, engagement, and lead generation. Use this insight to improve future campaigns and customer engagement.
• A/B testing, on the other hand, compares different versions of a single email to measure the impact of minor changes.

Does Email Marketing Still Work?

Proof that email is far from dead: “Despite the growth and prominence of mobile messengers and chat apps, email is an integral part of daily online life. In 2022, the number of global e-mail users amounted to 4.26 billion and will grow to 4.73 billion in 2026.”

How to Do Email Marketing Successfully in 2024

Is email marketing still relevant? Yes! Contact your local WSI consultant to create a strategy and to learn about the effectiveness of email marketing.