Is it true that email marketing is dead?

Among the different approaches in online marketing, how likely are you to recommend email marketing and why?

Answer This Question
Expert Answers
Sort by Date Sort by Votes

Email marketing effectiveness is largely determined by your relationship to the subscriber list. Below are some common list relationships, that largely determine how successful you will be.

Email Marketing With No Prior Relationship

Mostly Dead. While the FDA does allow you to send emails to recipients who you have no prior relationship with, or consent to mail to, nearly every email platform will not allow you to send to subscribers who have not given you permission first. Deliver-ability is a big factor here, because your emails will most likely be flagged as spam and your sender IP will get a bad reputation.

Email Marketing With Prior-Permission

Alive & Kicking. If you can get someone to opt-in to receive your messages, you can use popular sending platforms like Constant Contact, MailChimp, and GetResponse to send regular emails and promote your business if it is related to the reason they opted in. Your deliverability could still be throttled based on open rate, unsubscribe rate, and spam complaint rate.

Email Marketing for Retention

Rocket Fuel. Often the lowest cost per sale marketing channel for retention, you can generate incremental sales by sending follow up emails to your past customers. Because you have a past history with the subscribers, you have a familiarity that leads to continued engagement through email.

Email marketing is often considered a complementary tactic with other marketing channels. For instance, you can bring new visitors to your site through Organic Search, Paid Search & Social, and then continue to engage them through email. Metrics you want to pay attention to are last-in channel allocation, first in channel allocation, and the ever important cost per sale.

The answer is NO.
Untill and unless you know your ways, E-mail marketing is still one of the best ways to promote. Though it requires a lot of efforts and is not as easy as Social Promotion, but it has proven to be the most effective ways to promote a business.
All you need are resources that are confined and limited.


Like any other tool, they don't truly die but take shape in another form. They said the internet would kill paper and fax but we seen explosion of paper printing services and fax because technology made it more faster to use. With email IMO is that it will be used differently then what we is used now. I cannot say its future but email marketing had its use, it will be used more sparingly when people realize that quality of content will trump over quantity. So focus on the content and if that content will get the target audience from A to B. All technology are tools, so start with that premise.

A hammer is a thousand year old tool. But it's still used today. Software tools are no different.

I completely agree. Instead of the generic draft approach that was the email version of cold calling, email marketing is taking the more personalised route. Not dead, just evolving.


Hi Pretty,

Thank you for the great question,

From my experience, email is very much alive;
Email is multifaceted process, which serves while enabling the marketing process and plays an imperative role for strategy and communication. Sometimes the communication is aggregated by email, a lead arrives at a landing page, provides their info and then we send the lead a thank you email confirmation or acknowledgement.

The approach would depend on the brand's objective, what is it that you've would like to achieve (is brand awareness, or lead generation, etc.)

This would lead you to another avenue called Targeting or Segmentation; I'm finding this to becoming increasing more imperative as brand's complete with each other; based on objective we should target this specified set of persona's and thus we can maximize the ROI.

"Let's say I'm a brand that's provides insurance, I've crafted an email campaign for our newly released car insurance policy."

Case 1:
We do mass targeting (each contact) gives the same generically styled email template (exactly same communication, subject line, etc.)

Case 2:
We do some research and realize that there different persona's in the CRM database, craft specific email templates + communication to match the key identities of the applicable persona.

Pause for a moment: If you were the customer receiving the end copy, which would have make more likely for you to engage?

That's a brief overview of email marketing, there are more steps along the path all of which are truly unique and memorable , although the amount effort that placed correlates to the results achieved or the lack thereof (herein the comes the premise that email as a marketing channel is dead.


I don't know if it's dead but it is less effective than it once was and people are very sensitive to abuse. This year I am using highly targeted printed cards with photographs and sending them to specific people in the post in a handwritten envelope and it is very effective so far. I'm sending 10 a day when I'm in the office and think I will manage to get 1,000 out over the course of the year. It costs more, but it seems to be much more effective.

So you can shout at the crowd, but for certain products a whisper in the ear is better heard.


Hi Pretty,

Email marketing is not dead, its just not used as much, as some companies are reliant on social media. In my professional opinion, I always recommend to my clients to consider still use email marketing as it an useful tool for inbound marketing, as it can make significant difference in converting leads.


Based on opinion I would say it is dead in the sense that people get too many emails as it is, it is intrusive and often sent to junk (if not automatically). People prefer to connect when it suits them via social media and other ways rather than more forceful ways via their inbox.

It is a common recipient's perspective that email is dead. However from a marketer's perspective I suggest looking at your open rates, click through rates, spam compliant rates, and attributed conversions (and cost per sale) to determine is email is viable for your businesses. Most often emails sent without consent fall into the category you describe, but if you have permission to send someone, and then sub-segment only people who are engaging with your emails, you can product a list with a high engagement rate that ads value to both recipients and you.

Yes there is always a percentage that are happy to receive such marketing to their inbox. This is part of the hit rate you are referring to. Busy people that get 200+ legit emails per day are not going out of their way to sign up to more things to land in their inbox. Marketing to these people has less of a valuable hit rate I would presume, speaking personally and from other heavy business email operators I commonly speak to.


Email marketing is definitely alive and can bring great results if properly applied. One can use these professionally designed templates to turn your subscribers into your customers.


Email marketing works if you offer quality content tailored to your target marketing list. It's a way to stay in front of your target --- even if they do not read your email, they see your name.


I agree with Le Pete. Email marketing isn't dead, but it has evolved into a more content and value focused strategy. Email consistently appears in our top three sources of referral traffic.

Also, Google recently disclosed that most of their users surf the web using mobile devices, and email notifications can be a neat way of reaching that audience.

Login to

Social Login
Login with Your Account
Forgot Password?
New to Join for Free


Sign Up with Your Social Account
Create an Account
Sign In

Use of this website constitutes acceptance of the Terms of Use, Community Guidelines, and Privacy Policy.

Reset Your Password

Enter your email address and we'll send you an email with a link to reset your password.