Next to social networks, newsletters, radio and television spots, does email marketing still have a place in the communication strategies of your companies? If some see it as an “old school” tool, others can not do without it. We will therefore take stock of the situation of email in today’s communication strategies. What is the opinion of the agency Powertrafic on this subject? We give you our point of view right away.
State of play of email marketing
With 40 years of existence, the mailing was one of the first means of communication at the beginning of the web. The latter, who celebrated his 30th birthday not long ago, allowed email to democratize quickly. As time goes by, email has become a favorite communication channel. It allows two interlocutors, at least, to exchange information or an important message in a few seconds and using an internet network.
When email faces new communication channels
Although email is historically the most used channel, other communication channels have developed later. Social networks, chatbots and other communication media represent a significant competition. Especially social networks have had immediate success with the rise of Facebook, Instagram and Twitter. This success is such that companies must necessarily be present and active on them, regardless of the sector of activity. They have a real advantage in doing so to gain visibility and notoriety. But mailing still has a place in marketing strategies. As shown by the study conducted by Adobe in 2017, 61% of respondents prefer to receive commercial offers by email.
E-mail: Preferred channel of consumers to receive commercial offers
Is email marketing still legitimate today?
Faced with new communication channels, we can wonder if mailing is still a relevant channel and if its use does not decline. Well no. The number of emails exchanged has never been greater and the forecasts show a steady increase.
Statistic: Number of sent and received e-mails per day worldwide from 2017 to 2023 (in trillions) | Statista
However, other communication channels are just as popular with brands and appreciated by consumers, especially with the rise of mobile. SMS, for example, and smartphone notifications may appear more straightforward to communicate commercial offers to consumers. Yet another study shows that email marketing is ranked first in the ranking of the most popular marketing levers by mobile users. .
The most popular business drivers for mobile users
Brands also have an interest in using email marketing. It is first quantifiable, we can very easily analyze its performance and its benefits to optimize it later.
In addition, the mailing covers a very wide target. It is recommended to segment your mail databases according to your marketing personae. By segmenting according to age, geographical area, etc., your emails can be more personalized and therefore more relevant. You will have better returns.