Gary Vaynerchuk often harks back to 1997 when his wine business’ email open rate was 91%. Since then he says marketers have ruined that channel for all of us. Email open rates are no longer knocking on the door of 100% but we can’t say email marketing is dead. It still has a place to drive impact for businesses. 

Recently more and more marketers talk about the website visits and business outcomes that short email lists can generate compared to much larger Twitter followerships. People are falling back in love with email because the stats are positive. 

Seth Godin refers to permission marketing which has become the byword for modern marketing. 

Permission marketing is the privilege (not the right) of delivering anticipated, personal and relevant messages to people who actually want to get them.

It recognizes the new power of the best consumers to ignore marketing. It realizes that treating people with respect is the best way to earn their attention.

If someone gives their email address you have permission to contact them as long as you deliver on the promises made when you captured their details. Continue to be valuable and there should be no reason for someone to stop receiving your messages. 

When I graduated many moons ago I signed up to a job board specialising in graduate jobs. To this day I receive a weekly email with top graduate jobs… (I haven’t unsubscribed as I want to see how long this goes on for.) If this company had started sending me jobs from an affiliate job site featuring more relevant opportunities or recommended I signed up to another job board and charged per lead they would have generated revenue and at the same time been more valuable to me. As it stands they can do nothing for me, and I can do nothing for them.

Email marketing hasn’t gone away so let’s not call this a come back. Take some time to reassess: are you still relevant and are you still delivering on the initial promise you made? Check the data and if you are, then the results should follow.