Where does email marketing stand now and how does the way ahead look?

By Aditya Kathotia

“No marketing category has the longevity of email marketing. While some marketing trends come and go, email remains the most powerful channel available to the modern-day marketer” (VentureBeat report).

Over the last few years if there is a digital platform that has kept its place constant and steady it is email marketing. One very important aspect that has kept the standard of email as it is today is its reach out to the masses. Email is available to every person who has access to digital services.

Preferred channel of communication by everyone

According to Statista report in 2020, last year the number of email users reached 3.9 billion, and it is expected that the figure will grow up to 4.3 billion (half of the global population) in 2023. Thus, the reach of the email is enormous and ever increasing as compared to any other digital platform. Its larger reach and higher access makes it an asset for business marketing. If you are a business that seeks to grow its share across the globe at a steady rate, you need to get a hold of the dynamics of email marketing as 99% of consumers use their email accounts every single day (Hubspot). With that figure, it is not hard to imagine that making the best use of emails to market your business brand is essent.

A higher conversion rate with higher profits

For every $1 you spend on emails marketing, you can expect an average return of $42 (Source: DMA 2019). Due to its larger reach, the chances of revenue flow increases. The conversion rates in email marketing is more than in any other digital space. According to a survey conducted by Monetate, 4.24% of visitors from email marketing buy something or the other when compared to 2.49% of visitors in various search engines and 0.59% from social media marketing, making it the most preferred digital forum for businesses and consumers.

The engagement ratio between brands and customers is high leading to higher message delivery rates

Brands are well aware of customers who are already a part of their business and the section of customers who have the possibility of being a potential customer. This knowledge would help brands to know exactly which message should be sent where. This way, the rate of engagement increases, interaction becomes more personalized, and you gain a healthy relationship with a trusted group of followers.

Today, email gives you the opportunity to know your audience and subscribers really well and cater to their needs as per their individual interests. Sending an email to a consumer who has an interest in your brand assures you a new subscriber rather than sending an email to random individuals who do not have an interest to invest in your brand. Email allows you to make systematized messages for everyone accordingly.

A platform for one and all

The algorithms in email marketing work differently than many other digital marketing platforms. The platform of email is for one and all; there is no third party to gain control over your content. You have the choice to spread your messages across as many people as you want to without any sort of restrictions imposed on the quality and quantity of your messages. You can send across thousands of emails with the kind of personalized content that you want. Also ensuring that the messages get delivered to the right places too. Every proposition and feedback is on one-to-one basis.

Compatibility ratio between mobile devices and email application is increasing

Digitally enabled, the world has become more intertwined and technologically sound. From the younger to the older generation everyone is aware of the digital world. One of the main mediums that connects us to the virtual space of digital world is our smartphones, and the usage of smartphones have been increasing much more, even rising above that of personal computers. One reason for this is that they are much cheaper as well as quiet portable. Therefore, 75% of Gmail users are using their mobile devices to access their email (source: Blacklinko).

Automated email marketing

With the upgrades being added to the platform of email, businesses have a higher chance of blooming as the spaces of interaction is largely enhanced with automated access to mails. Automation in email marketing will benefit the business in terms of time management and essential email planning by fetching higher feedback results. Automated functions will help to ease work management and structure the process more efficiently. Time will be managed effectively with structured planning and programming.

Increased focus of businesses on sub sects of population

Email marketing ensures higher interaction rates, ease of communication, brand loyalty and positive customer service. If there is one element that we commonly give to others apart from our names it is our email addresses. As a customer, you will give your Gmail Id to a brand with whom you will want to have some sort of interaction. And as a business, email marketing allows you to create different categories of messages for every sector of the population. Our interactions with each other have grown to be more in the virtual space than physically. So, it is advisable for businesses to incorporate email marketing in their business agendas.


Aditya Kathotia is the founder of Digital Polo, a unique design company that provides unlimited design work for a simple, affordable fee. He also heads a full-service digital agency called Nico Digital.

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