Is Email Marketing still relevant?

Email Marketing - is it still relevant?I often lament about how much junk mail I get in my inbox. Are you the same? I don’t mean spam (although that is another topic altogether!). I mean the marketing emails I get from businesses or organisations I have subscribed to (or they have put me on their list anyway because I bought something from them once), and more commonly updates from social media pages, one day deal sites and other such communities.

Now, yes for the most part I can unsubscribe from these, but some of them I do want to receive – just not every day! Sometimes I don’t even read the ones I should because I just don’t have time to. My inbox is so cluttered that’s its got ridiculous. At times I will make a concerted effort to unsubscribe to many I just never open anymore or will change my settings to reduce how often I get them but after a while it just seems to build up again.

As a marketer I wonder whether it really is still relevant to send out marketing emails anymore. Theoretically if they have subscribed then they are all interested, but I know that’s not true and if you monitor the open percentages then you know that too.

Has social media marketing taken over our attention and so email marketing is becoming an antiquated way to get peoples attention?

My gut tells me that email marketing should still form part of your marketing strategy but it’s got to be less frequent and more “timely”. Don’t send out and email to your database every week, or even every month, if you don’t have anything really worthwhile to say – because after a while your customers will just hit DELETE.

What do you think?

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