Email marketing is a popular channel for marketers nowadays, widely used by brands as an effective way to send targeted messages to consumers containing their latest news and promotions. I often come across numerous articles claiming that email is dying out, however statistics say otherwise with 74% of marketers agreeing that email will still be one of the highest channels for delivering ROI in five years time (Econsultancy Industry Census, 2015). But what is our take on where email is going over the next few years?
1) Email will still be here in 10 years time
Email killers get far too media attention – there are others at the moment such as Slack, the internal communication tool. Even Slack will say they are not a complete email killer, they have a defined purpose which is to stop the endless chains of internal discussions by email and streamline communication. This won’t kill email – email is still the universal tool for communication between people, just like Skype or WhatsApp won’t kill the phone.
2) The email address as your digital passport
To be honest, this is already happening and I only see this expanding. Your email gets you easy access to most places on the Internet, Facebook needs an email address to sign-up and get notifications, and services such as Paypal are created through an email address. Facebook, Twitter and Google have even woken up to the idea of allowing advertisers to target their users based upon email addresses they hold.
Increasingly there is a demand from all parties for there to be a single unique identifier that everyone can use, and email is where this is heading. I myself come across numerous different situations a day where I am asked to supply my email address, and I can only see this growing.