The first email, sent by Ray Tomlinson in 1971 or 1978 depending on your source, marked the beginning of the modern communication era. The message was nothing special, a series of numbers and letters that looked more like a password than a message, but its significance was profound.
The email was sent from one computer to another, travelling through a network of machines, not unlike the internet we know today.
The truth is email hasn’t changed that much since then except for the number of people using it.
Yesterday I received 294 emails across 3 email addresses. Some personal, some professional.
Unsurprisingly, Out of those emails over 76% were spam (ahem I mean marketing).
In reality, it’s not spam. At some point I’ve willing handed my email address over for a juicy report or free ebook. I’m as complicit in the outcome of my inbox as they are.
I’m ashamed to say there are 57,326 unopened emails on my MacBook. In a world of social updates and endless funnels. It’s not surprising.
That’s said email, is still one of the battle-tested platforms for delivering your message or campaign. No algorithms, no hassle (unless you break the rules) it’s cheap and still a highly personal way to connect and convert your audience.
The numbers don’t lie – Email is almost 40 times more effective than Facebook, and Twitter combined in helping your business acquire new customers. (McKinsey)
The truth is in the wake of GDPR tech advancement and Ai email is still one of the strongest plays in digital marketing.
So how can you switch up your email strategy?
Simple, Start with a commitment to deliver value, regularly.
It’s believed that email will become almost a ‘luxury’ channel in the future – customers’ email addresses will be reserved for highly relevant, highly personalised content and brands which fail to deliver will rarely get a second chance. It will be one of the channels with the highest and fastest-growing ROI.
What’s your thoughts?