Is Email Marketing Dead?

Over the past 10 years email marketing has been an effective way of
delivering a message directly to a selected audience. Over time however
other seemingly more measurable channels have become available. And
email marketing (in my mind) has fallen by the wayside.


Reports of low conversations and poor open rates have tainted that once effective direct marketing tool.

How do you measure an effective email campaign? There are 3 ways(apart from conversions):

Delivery – how many emails were sent out to the list
Open Rate – how many emails were read (either in the preview pain or open to full screen)
Click through Rate – how many readers then clicked through from the email message to a landing page

These metrics can be skewed however. Open rates are often measured by the amount of times a tracking image is loaded, however most email clients by default don’t load images. Some subscribers also choose to receive text emails, this again makes it difficult to measure as it’s not possible to embedded an image into a raw text email.

A recent study by www.emarketer.com and www.epsilon.com I found to be very interesting, and shows that email marketing is still alive and doing very well. Top level figures report that with the correct creative and a clean targeted list you can achieve very good results from a email marketing campaign.

“Q1 2009 Email Trends and Benchmarks”

Delivery Rate 94.1%

Open Rate 22.1%

Click Through Rate 6.1%

 Long live email marketing !

Read up on the rest of the email marketing campaign metrics.

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5 Responses to Is Email Marketing Dead?

  1. Max Ikbal says:

    EM may not be dead, but it’s losing it’s effectiveness very rapidly, and we have spammers and fly-by-night email marketers to thank for that.

  2. Doug says:

    Wouldn’t it have been nice to be able to have promoted a legitimate businesses via email?
    It is totally impossible via email, as ISP’s web site hosting companies, and end consumers simply create a very hostile attitude toward email marketing – even if it is highly targeted.
    Thank you Glaxo Smith Klein (makers of Viagra).
    Sorry for the day-time talk show logic above…
    Thank you spammers.

  3. HARRY says:

    WELL I SIGNED ON TO ADDME SOMETIME AGO,
    SO I PUT YOUR BANNER ON MY PERSONAL WEB SITE AS YOU ASKED AND I FIGURED THAT’S FAIR YOUR GOING TO BE GETTING MY SITE TO SEARCH ENGINES AND SO ON AND SO FORTH,
    BUT I RECEIVED AN EMAIL A FEW DAYS LATER THAT SAID I WONT BE GOING OUT FOR ABOUT FOUR WEEKS BUT IF I PAID A PREMIUM
    IT WOULD BE SOONER WELL IT REALLY DIDN’T SEEM WORTH IT TO ME
    WELL ANYWAY IM RAMBLING ON HERE I GUESS WHAT IM DRIVING AT IS I AM QUITE DISAPPOINTED IN YOUR SERVICE.
    HARRY

  4. Well no I don’t think it is dead.
    Two points:
    It is still valid for legitimate business such a as AddME however the battle to be seen through the clutter is probably a little more difficult.
    The second point is that I wouldn’t be commenting here if I hadn’t received your email so it can’t be dead.
    Ric-orglearn.org

  5. Addme says:

    Hi Harry,
    Thanks for the comment.
    I trust you’re referring to our free search engine submission program http://www.addme.com/submission/free-submission-start.php ?
    This submission program will automatically submit your website to 20 search engines, when and how these search engines index your website and include the site in search results is their responsibility. It sounds like you received a email directly from a search engine not AddMe?
    AddMe provide a variety of free tools to take as much of the hard work as possible out of website optimization, this includes search engine submission, meta tag optimization and site map creation to mention a few.
    If there is anything further you would like help with please feel free to contact us via the contact us form or simply reply to this comment.
    Cheers
    Matt

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