The Death Of Email Marketing
In 1997, the dawn of the internet and the web, email marketing was on fire! During that time rolodexes began to convert to email address lists and salespeople and marketers alike turned to cold emailing rather than cold calling.
If you were a business owner and sent out an email campaign to market your business during that time you probably seen about a 91.1% open rate on your emails. This high open rate was probably due to the “newness” of email. Everyone was excited to get an email and use the new features that the internet brought. Clickthrough rates to the product or the “buy” button was about 73% at during that time.
But, as marketers bombarded everyone’s email with junk after junk of email spam, open rates began to decline rapidly. Email became a physical sales letter that you would just ignore and throw away when you find them in your mailbox. This was the death of email marketing as we knew it back in 1997. We will never touch those statistics ever.
Email marketing as we knew it is dead. It still exists, but the approach to email marketing needs to change in order for it to be successful in converting email recipients into paying customers of your product or service. Businesses need to get permission from the target market first in order to market to them with email marketing.
What we recommend or clients to do is to create content and distribute that content out onto the web for free. What that content will do is create inbound marketing funnels to capture people who are already searching about the business’s offerings and gain their permission to begin to market through email or other direct marketing vehicles. Permission is granted by a potential customer when they subscribe, like, retweet, share, etc., the business and/or its offerings.
When a business receives “permission” to market to the customer with emails, open rates, clickthroughs, and conversion are seen to increase to over 50%.
Email marketing is dead as we have known it to be back in 1997. In today’s market permission is the key to reviving any email marketing campaign.