Is Email Marketing useful anymore?

It’s obvious to say that email marketing has evolved so much over the decades and is continuing to evolve today. Using email to connect with customers has been a key strategy within businesses for such a long time, it’s hard to see how it can improve – especially with new GDPR limitations. So, what can the future hold for email marketing, and will it still be relevant?

Businesses employ marketing tactics like segmentation, personalisation, and use value-added content, however getting engagement can be a struggle. Those who sign-up to emails are already inundated with marketing emails that they need a reason to engage with a particular brand via email, long term. Therefore, brands need to stand out from the crowd to ensure they're getting the response from their prospects they want.

Hubspot insights reveal that there will be an increase in multi-channel experiences, which means “the approach to marketing, selling, and serving customers in a way that creates an integrated and cohesive customer experience no matter how or where a customer reaches out”. There can be huge benefits to this approach, where businesses can use particular campaigns and promotions collectively.


This links closely to Interactive Emailing, which would mean campaigns that include dynamic content such as animations, carousels, options to purchase items within the email etc. By implementing these new tactics, your customers aren’t being dragged away from the page, and subsequently being redirected elsewhere – people will be able to engage with your brand in one spot with content that is more engaging and fun to use.


It’s important to remember that email marketing isn’t used to just acquire new customers anymore, it’s appropriate at any stage in the marketing funnel. A study by Direct Marketing Association showed that when they surveyed marketers about what email marketing is best used for, the respondents said: retention (31%), conversion (24%), brand promotion (21%), customer acquisition (14%), and customer reactivation (8%). Tailoring specific campaigns to particular stages in the marketing funnel would be more effective than creating each campaign with the intention of gaining new business.


Do you need support implementing new ideas in your email marketing? Perhaps you don’t even know where to begin with it? Our friendly team at Pickle Marketing are here to help you get the best results for your business. Get in touch with our team to find out more.

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