Email marketing: A protected species in danger of extinction?

[RafiRiFat336205]

The explosion of social media occurred with such dizzying speed that traditional marketing strategies suddenly seemed obsolete. Many schools of thought began to show themselves to be visionaries and claimed that email had become a thing of the past.

In 2010, an average of 294 billion emails were sent worldwide every day. Of that figure, around 90% of them were spam messages. With this data, is it possible to survive? Immersed in the era of social media and brand reputation?

Facebook COO Sheryl Sandberg predicted in her speech last year that email was on the way out, especially given the amount of time users spend on social media.

To confirm this projection, the figures indicate a gradual decline since 2007, now at 11%. While Sandberg's statements were correct, if we limit them to the teenage audience, the adult audience does not share these lines of behaviour.

However, what is true is that email is used less and there is more spam, which only means that it is adapting to the new marketing, it is transforming to be more efficient.

Emails are becoming more personalised and relevant in terms africa mobile number of efficiency and engagement, email databases are becoming more specialised, engaged and segmented. Traditional direct marketing campaigns, where users received personalised letters, are becoming more refined and adapted to the online environment, in order to achieve a higher level of reactivity. Transactional emails remain the most widely used email marketing campaigns by brands.

So, if brands focus only on social media, will they miss out on the benefits of a well-targeted, managed and crafted email marketing campaign? For traditional marketing, email has been a very powerful way of attracting and retaining potential customers and a way of becoming part of the consumer's life.

The strength of email marketing lies in uncovering the threat that lies in the lack of real use of the tools of this type of campaigns, while users remain dazzled by what happens on social networks.

Email marketing is efficient and effective, and only by doing it in a committed manner and always following the precepts of CRM can we take full advantage of the great strengths that mean that, despite the fact that the figures are declining, it is nothing more than the mutation of marketing applied to email campaigns that is confused with its disappearance.