Email as a standard communication method has been around for decades and in essence has not changed much since the early days. We now have richer content in the form of graphics and HTML, client programs such as Outlook have improved with more advanced features and webmail has certainly improved since the early days but essentially the system is still the same.
Many marketers and business people have predicted that email may be now be becoming superfluous to requirements. There are lots of indicators for this such as the fact that several large Universities no longer issue email addresses to new students and that in surveys young people state that email is old fashioned and that they don’t see it as an essential communication tool.
It is true that attitudes towards email are changing. Gone are the days when you only checked it once or twice a day, now it is on your phone in your pocket email has become more of an instant communication app. We expect people to respond quickly to emails in the same way we would if it was a Facebook, Twitter or Whats App message. However new email accounts are being registered all the time, most of us have more than one nowadays and by 2018 the number of email accounts globally is expected to reach over 5.2 billion.
Email is certainly not dying out and still serves a very important purpose in that we need an email address to register for most online services now. This can include public sector services such as local council, NHS etc.. as well as shopping, online banking, reading books online and often setting up devices such as ipads or mobile phones. It is the main point of contact for businesses and service providers to get in touch with people and distribute information and as copies of the messages are only stored in the accounts of the sender and receiver either on local clients or mail servers it is often seen as a more secure form of communication than various online messaging systems.
The issue for businesses is how to engage with customers using email. It is true that many customers may still prefer email to other forms of communication, however there may be others who find it an annoyance and would prefer to interact with your business through other channels.
How many emails do you delete every day without even reading them? How many of your marketing emails do you think are read by your current and potential customers?
As the number of emails we all receive and the way we interact and respond to them changes it is becoming even more important to get your message right when sending marketing emails.
We recommend MailChimp for our customers and provide a number of services to help you get the most from your email marketing with this and other systems including template design, list building, content creation and strategic planning based on analytics and campaign statistics. If you would like to know more about how Zeun Digital can help you to market your business via email contact us now.