Email marketing has a reputation of being a boring direct response channel, always on the verge of “death” at the hands of the latest digital touch point, which gets heralded as the “future of messaging”.
Yet email trudges on, consistently ranking at the highest level for ROI. Despite the death threats, companies are attributing 23% of their total sales to email, up from 18% in 2013.
In the face of newer digital channels, email has thrived in its role as the unassuming, reliable touch point for marketers to engage with customers.
So how will the elder statesman of digital marketing change in a continuously evolving digital ecosystem?
Here are a number of ways marketers think email will be used in the near future and beyond.