Surviving and Thriving with Email Marketing in the Attention Economy

Despite every new ad channel thriving today, email marketing remains a potent tool that should not be overlooked.

Especially for startups and small businesses looking to grow, email marketing is a way of reaching potentially billions of prospective customers with personalized messaging at a fraction of the cost of most other channels.

If you’re still not convinced, let’s look at the numbers. The latest data shows around 3.9 billion email users worldwide, and 52% check their email every few hours. To put it in perspective, despite what your instinct might tell you, this is a reach three times greater than Facebook and fifteen times greater than Twitter. Not bad at all for such an old marketing channel.

Further, 50% of consumers prefer communicating with brands via email. Other channels trail far behind, with direct mail coming second with 20% and social media channels, phone calls, brand’s mobile apps, and chatbots at the rear. Brands investing wisely in email marketing see the results; in fact, 59% of marketers say email is their most significant source of ROI.