Page 32 - Grapevine July-Aug 2020
P. 32
Marketing & Innovation
Email Is Not Dead…But You
Can Be Deadly With It!
By: Susan DeMatei
I actually looked it up; AOL started in 1993, today’s brands understand the value of this chan-
which brought in a revolution of using email
nel. As more emails are sent, we compete for
for personal and business communication.
Because this is not a new marketing channel, peo- attention and the stakes have increased.
ple assume it is passé. In fact, if you look at Google According to Statista, the daily number of emails
searches, “email is dead” as a searched term received and sent today is 306.4 billion– and 55%
appears very frequently. But the fact that there of them are spam. Templafy tells us the average
are so many of us using a 27-year-old technology office worker sends out 40 work-related emails a
shows just how alive it really is. day – but gets back 90. With so much demanding
attention in the inbox, you’ll need each email to
But that doesn’t mean it’s easy. In 1997, online exhibit a killer performance.
emails got a 7% response rate because it was new
and shiny and relatively few companies were using The Six Drivers of Success
it to communicate with customers. In 2019, we saw
a 48% conversion rate on winery emails because About once a month I get a call from a client that
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