Email Marketing – A Dying Segment or the Future?

How many times have you opened your email only to see hundreds of spam emails that needed to be deleted? How many times have you opened a new email account just to give to sites that requested your information? How many times have you forgotten those old accounts or abandoned them because they didn’t matter?

This is a common story that we’re sure all of us have done at some point in our lives. Our familiarity with it is a possible indication of global trends. Theoretically, millions of emails generated every day that just go straight to a spam folder or are being collected in defunct accounts across the world.

According to a study done by Adestra, “Only 43% of respondents give a real email address when they come to a website thatemail_marketing asks for an email address before they can access the site, with 39% leaving the site, 12% giving an old email address, and 5% giving an incorrect email address.”

So why, given these results, should anyone decide that they want to do email marketing?

Because in that same study, Adestra also found that “More than 7 in 10 US consumers would prefer to receive email communications from businesses over direct mail, SMS, and push messages, and the preference for email extends across age groups and genders.” So if people prefer email to direct mail, what’s the catch?

Why Don’t People Like Email Marketing?

To understand why some people have such great success with email marketing, you have to understand what people hate about it. People sign up for deals and promotions every day. For every website, retail center, or app that you visit, there seems to be some newsletter that you need to subscribe to or some offer that needs your information. There are even questionnaires or helpful articles that refuse to disclose any information until they obtain your email address. This method is everywhere.

Consumers are then inundated with emails from companies that they visited one time to purchase their products.
Under this system, there are several things that the public seems to have about email marketing. One of the top complaints that people have is that they receive too many marketing emails. The next is that the emails don’t apply to or interest them. This isn’t particularly surprising. After all, all, the customers who sign up can’t possibly be the prime audience. With this system, about two-thirds of people will unsubscribe. This isn’t too terrible, and it’s fairly understandable. Maybe they simply weren’t connecting with the product or service.

The true issue comes from a different consumer category altogether. What really needs to be accounted for is unopened emails in a dead-end address and the people that will report your newsletters as spam, which can cause problems if it happens too often. Not only do these leads not end where you want them to, but they can also hinder your access to customers who are legitimately interested in what you have to say.

So essentially, what we’ve established here is that people prefer to get email marketing overall, but there is a disconnect between when they sign up and what they receive which is the issue. It’s truly a love-hate relationship.
There has to be a solution.

What Can I Do To Improve My Performance?

The 1990s were the years of “Spray and Pray,” and by 1998, Webster’s Dictionary officially added spam to their list of words. The 2000s saw the era of Anti-spam, and people started to implement databases. By 2010, email marketers were segmenting their lists, and email was converting great (sometimes up to 50%). Advertisers were convinced that email was the most effective marketing tool. But, by 2015, there were 2.6 billion email users worldwide, but over 50 percent of the emails received were spam.

What does this data tell us? First of all, it tells us that advertisers have believed in email marketing for over a decade, but more recent data categorizes those same marketing emails as “junk” or “spam.” This means that consumers don’t see their worth. The key, it seems, is to create an email marketing campaign that actually works for your customers. Bridge the gap between those willing to sign up and the perception of the information when it’s received. Maybe don’t force people to sign up simply because they visited your site. Perhaps try sending fewer high-impact emails instead of frequent fluff. Minimize the perception of your content as “spam” by turning these emails into a place where true, impactful content lives. Create quality content.

Of course, this is an oversimplified version of things. However, with the wealth of knowledge available on the internet, know that every bit of content counts. Don’t waste your precious seconds of exposure on stuff that readers will mark as spam. Consult with SteerPoint and our team about your email marketing campaigns.