Email marketing has stood the test of time. With each year, new threats and opportunities appear that marketers need to know about. Being in touch with these threats and opportunities can help optimize the results of their email marketing tactics. Here are some email threats and opportunities to consider that may impact your business.
The good news is that there are opportunities than threats when it comes to email. First, let’s look at how often email is used. The Radicati Group collected some incredible email insights. They found that, in 2017, “the total number of business and consumer emails sent and received per day will reach 269 billion, and is expected to continue to grow at an average annual rate of 4.4% over the next four years, reaching 319.6 billion by the end of 2021.”
Also, for 2017, there were approximately 3.7 billion global email users. This means that about half of the global population now uses email. By the end of 2021, the research firm predicts that the number of worldwide email users will be more than 4.1 billion.
Besides the number of people you can still reach through email marketing campaigns, even better is the fact is that it delivers a significant return for this marketing effort. A June 2016 Direct Marketing Association(DMA) and Demand Metric survey concluded that email had a median ROI of 122%.
This was more than four times higher than the ROI for social media, paid search, and direct mail. Also, Econsultancy found that marketing agency professionals and company marketers believed in email’s effectiveness. Revenue from email campaigns has also been increasing, according to a Relevancy Group survey.
The Future of Email Today
To address email threats and opportunities, our email boxes are undergoing a transformation. Overall, the trend is toward a more visual inbox. This provides access to information quickly when email recipients can receive hundreds of emails a day. Plus, it addresses the security threat.
A more visual email box includes a preview of links and attachments to ensure they are safe and valid. Email newsletters will feature more photos and videos. This approach means marketers can immediately deliver the content that adds the most value. And, even signature lines will have contact pictures and more personalized information to make email more engaging.
At this rate, email is not going the way of other communication channels. Instead, email is becoming more relevant. Therefore, it is important to make email tactics a significant part of your multichannel marketing strategy.