Email will never die, said the man who sent the first email. “Because none of them really fill the space that email serves, which is you have a specific audience,” answered Ray Tomlinson, a principal engineer at BBN Technologies and the so-called “father of email.”
According to the Radicati Group, over 205 billion emails are sent every day. This figure is expected to grow at an average annual rate of 3% over the next four years, touching 246 billion emails by the end of 2019. In 2015, the number of business emails sent and received per use per day was 122. This figure will continue to grow to average 126 emails sent and received per business user by the end of 2019.
Facebook, Twitter, instant messaging, texting – we have a dozen ways to market to consumers, and yet we keep coming back to email marketing. So, why email will never die? We guess, email marketing stats of 2016 – 2015 and the years before that answer the question.
Marketers have taken to integrating email marketing with other inbound marketing channels. According to Aberdeen Research, 65% of the top 20% of Business-to-Business marketers in social media lead generation integrate email with social media, as compared to the industry average of 51%.
Reasons Behind the Emails Success
It seems insane, but it’s true – email will never die. Why else would it remain the core of all digital marketing activities? Moreover, 69.7% of internet users’ preferred method of communicating with businesses is via email, says a research by eMarketer. Here’s why:
Personalized: With smart tools such as automation, segmentation, and dynamic content management, marketers are able to send relevant messages to their audience. And it works: According to Monetate, marketers who deliver a personalized experience, see an average increase of 20% in sales.
Cost-effective: Unlike other forms of digital marketing, email is affordable and yields 4300% ROI.
Measurable: Email marketing is easily trackable and provides measurable results. There are different ways to test, assess and optimize email messages to improve results.
It’s user-friendly and one big part of the digital marketing economy. It’s here to stay!