Email isn’t dead

Author: Philippa Lowe
Published: 15 January 2019

Email isn’t dead

It seems that every man and his dog wants to have a turn at ringing the death knell for email marketing. However, much like the printed word, email isn’t finished with us just yet and, in many ways, it’s thriving more than ever before

Email has been around for a while, but that doesn’t mean it’s on its way out

The very first email was sent back in 1971 – that’s 48 years ago now. Email has watched MySpace come and go, it’s seen the rise of Facebook and the fizzle of Google+. Email has seen some things in its time and the best thing about being around for so long is that you learn to evolve. Yes, email is one of the veterans in the age of the internet but the fact that it is still around means that it’s found a way to survive, even against the odds.

Email is not just a way to gossip with your colleagues – it’s the perfect platform for announcements, newsletters, autoresponders and retargeting. Email is diverse and the perfect medium to use to get your message across, whether it’s internally or externally to your target audience.

Email is your home address on the internet

One of the biggest reasons why email is still thriving is simply because owning an email address is much like owning a home address in the real world, without needing to spend your life savings to do so. Everything you do on the internet – from opening a new bank account to commenting on a Youtube video – requires you to have an email address. It’s the one platform that everyone already has! When you decide to use email marketing, you don’t need to spend time finding out whether your audience is hanging out on Snapchat or Twitter more, because you know  that your audience has an email inbox.

Remember those catalogues that used to arrive in your letterbox all rolled up? It made sense for retail giants to send their specials to your physical address a decade ago but now as we all try to lessen our impact on our environment, many of us are choosing to get our deals sent to our virtual home address instead. There may be some people out there nostalgic for the days of sitting down with a Sharpie to circle what they wanted from this week’s specials but studies show that there are 49% of us who prefer companies to email us weekly. It’s sustainable and convenient.

There’s life in the old horse yet!

Like wine and cheese, email is only getting better with age. Despite the naysayers, email marketing is still highly popular and it’s still getting results. According to Statista, 269 billion emails were sent and received in 2017. Email is so ingrained in the way we operate online that it still gets get results, too: according to DMA, for every £1 ($1.76AUD) invested in email marketing, you can expect to get an average return of £32.28 ($56.87AUD). It’s so successful that 81% of small and mid-sized businesses are relying on email as their primary customer acquisition channel. With numbers like that, it’s clear that email is not ready to leave us high and dry just yet.

Don’t write off email marketing because of its age – email could teach social media a thing or two about evolving to adapt to the times. The fact that email is still around today and still getting such incredible results is testament to its ability to adapt.

Want a slice of the email marketing pie? Incredible Communications can help. Email us at or call 0414 711 107.