The first email management system was created in 1972 and email marketing came soon after. Since its initiation, entrepreneurial types have used email to market and sell products. But more recently, some marketers have set email campaigns aside in favor of other digital channels such as social media and mobile messaging.
While a multichannel strategy should embrace new channels to boost sales opportunities, marketers who deprioritize email should proceed with caution. I believe email marketing is just as relevant today, and thanks to AI and other technology tools, it can finally reach its full potential.
From Scattershot To Pinpoint Accuracy
Email marketing began as a one-way broadcast, a blanket approach to the broadest number of potential customers possible. Its only ROI measurability came from direct sales. Fast forward to the present day, where advancements in AI, data collection and analysis bring unprecedented opportunities for targeted, personalized emails that connect with customers and boost reader engagement. Whether you’re enticing new customers or trying to reengage with your existing base, email is still highly valued across internet users. In 2020, the number of global email users was 4 billion, and by 2025, that number is expected to reach 4.6 billion.