Email marketing is not dead. If you’re not using it, you’re losing.
In fact, I don’t think anything is ever dead. Some things aren’t as valuable as they used to be. But the ironic thing is that I actually think email is a VERY strong platform at the moment. We all need to market in the year we live in. So right now, email is a killer app. Now, are open rates at eighty percent like I had in 1997? Absolutely not. But is it relevant? 100%. And I’ll tell you why. It just comes down to the same old game that I preach in social, which is: are you delivering quality content?
Email is all about delivering on promises. Setting up that promise is a huge part of email marketing. Why? Because people are less hesitant to jump in if they feel like they already know what they’re jumping into. In the early days of email, people would just sign up without thinking twice; it was the thing to do. It’s similar to what happened with brands in the early Facebook days. You just liked things. We don’t do that anymore. Once you understand that marketers have ruined it, you’re a little bit more careful with that like button and email sign up. But we still do it in droves. They key is the upfront promise, and then the actual delivery on that promise. If you promise amazing, exclusive content and you deliver, you’ll keep intrigue high.
