Guest comment: Why email marketing is thriving, not dying

Since its inception, email marketing has never truly been seen as fashionable. But it works. For many businesses, email still remains one of the valuable and impactful tools in the marketing mix. Phill Manson, Director at PAASE Digital discusses exactly why email marketing is thriving, not dying.

We have all heard the phrase ‘email marketing is dead’, and at 50 years old we could all be guilty of thinking it’s a tool that is ready to be shelved. Since its inception, email marketing has never truly been seen as fashionable. But it works. According to HubSpot, 73% of Millennials prefer communications from businesses to come via email and 59% of consumers said that emails influenced their purchase decisions. It’s not dead quite yet – in fact, it’s quite the opposite.

For many businesses, email still remains one of the valuable and impactful tools in the marketing mix. In fact, it is an absolutely essential piece of the mix and it’s likely you are not unlocking its full potential. In fact, one of PAASE’s clients has seen an increase of 1,662% in email channel revenue in a 12 month period.