Nope, nope and nope again.
E-mail marketing done right has the biggest ROI among all other digital marketing methods - 40% ROI. Just visit hubspot and read the statistics.
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.
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.
Email marketing is definitely alive and can bring great results if properly applied. One can use these professionally designed templates https://www.templatemonster.com/newsletter-email-templates.php to turn your subscribers into your customers.
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."
We do mass targeting (each contact) gives the same generically styled email template (exactly same communication, subject line, etc.)
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.
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.
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.
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.