Will Email Marketing Be ‘Gmailed’ Out of Existence?
In addition to the previous statements, even Marc Benioff, founder, chairman and CEO of Salesforce.com once said email was over. However, since the company spent $2.5 billion this summer buying an email marketing company, perhaps it’s now been resurrected.
HubSpot reported that its users saw an average of 58.9 percent more email opens and 63 percent more unique email opens in the month after Gmail’s new feature was rolled out. At Campaigner we’re seeing that those who had good open rates prior to the change continue to see the same. However, those who had poor open rates to begin with actually have been negatively affected. So why is this the case?
Email marketing isn’t only a viable way to connect with consumers, it continues to have a return on investment that comes in only second to organic search. Email and product marketers have always adapted to changes and continue to see a return on their efforts. Google hasn’t killed email marketing, but it has put another nail in the coffin of old-school “spray and pray” marketing messages.
The reality is that engaged users who value your content will continue to open your messages whether they’re in the primary or promotions tab. In fact, the promotions tab could make it easier for users to find your messages.
Competing for attention in the promotions tab isn’t a game changer. You were always in a battle for consumers’ attention. Savvy consumers register for more than one list. They want to compare, and to do that they need information.
The game hasn’t changed, but there are higher penalties for not adhering to the rules. Know and leverage data about your subscribers. Use your email marketing analytics to deliver personalized, relevant messages. Spend time crafting quality content that’s compelling to your audience.