I was asked the other day about the future of email and if I thought it has had its time…this was my summarised response.
Email has been around for years and doesn’t look to be going away any time soon. Technology moves so fast and today’s idea is often tomorrow’s fad, but in my opinion email has a lot of legs left in it! Social Media has changed the way we communicate online, no doubt about that – Facebook, Twitter, LinkedIn and even Skype mean that I don’t send emails to my friends anymore, so email may have lost some ‘social’ ground, but emails still dominate my work life.
I get emails from colleagues, work partners and organisations promoting their services – and I do exactly the same. I would say that email marketing is the most prolific communication line I use at work. Does that make me old fashioned?
I don’t think so – emails are quick, a great way to stay organised and can buy you thinking time. But more importantly from a marketers point of view, they have a big reach and you can measure their success! And in an age where return on investment is so important, knowing who opened your marketing emails and downloaded your white paper is crucial for securing budget and measuring Marketing’s value.
So in a world of change and growing complication, some ideas are here to stay – that’s why well executed email marketing gets a +1 from me.