Inbound Fundamentals: Is Email Marketing Still Relevant?

I recently received an automatic email reply from a contact that read something like this: “Hey guys! In an effort to increase my productivity I will only be checking my email at 9 a.m. and 4 p.m. If you email me, I’ll try to get back to you at those times.”

This begs the question — is there really any point to email anymore? If people are so inundated with emails that they’re only picking up messages about as often as they do their snail mail, does continuing to use email as relevant marketing platform make sense?

In short, the answer is YES! And here’s why…

Email Marketing is Personal

At least, it should be. Inbound fundamentals 101 — You should be segmenting your contacts. When someone opts in to your content, you start to paint a picture of who they are.

The first form a contact fills out should require very few details, perhaps just a name and email address. However, on subsequent forms, you can request a bit more info, such as their age or income. Additionally, the purchases the person makes on your website will tell you a bit about them.

is email marketing still relevantBy gathering this kind of information, you’re able to send very specific emails to your contact. This inbound marketing method is a far cry from television commercials that cast a wide net and hope to reel in a few big fish.

Now, you don’t want to think of your email marketing strategy as the stalker method. Rather, you want to think of it as a good way of getting to know a potential friend. So when you email that friend, you know what they like and what they don’t like. You know the kind of lingo to use and how often they want to hear from you.

Still not convinced that email marketing is really worth it? Check out these recent stats:

  • Over 50% of respondents say they read most of their emails (HubSpot)
  • Companies using email to nurture leads generate 50% more sales-ready leads and at 33% lower cost. (HubSpot)
  •  Nurtured leads, on average, produce a 20% increase in sales opportunities compared to non-nurtured leads. (DemandGen Report as told by HubSpot)
  • Email conversion rates are three times higher than social media, with a 17% higher value in the conversion. (McKinsey&Company)

Email Marketing Has a High ROI

In addition to the above factoids, you may be interested to know that for every $1 spent on email marketing, the average return on investment is $44.25. (EmailExpert)

is email marketing still relevant the resultsNot a bad return, right? And while top-level corporations spend millions of dollars every year on email advertising, even small businesses can get in on the action for just a few bucks by creating and sending marketing emails on their own, or hiring an inbound agency to do it for them.

Sites like MailChimp allow you to send one off emails to your contact list for free. Or, if you want to head into the world of email automation, CRMs, such as HubSpot will take your email marketing to the next level.

So is email marketing still relevant? Absolutely. It’s a low-cost and personalized way to nurture your leads, turning them into loyal customers.

inbound marketing


Pamela Keniston is a guest author for Seapoint Digital. She has been a small business owner since she was 18 years old. She currently operates Elle Digital Management, where she incorporates project management, digital marketing, and strategic planning to help businesses succeed. In the past, she has assisted Fortune 500 companies like Berkshire Hathaway in their marketing efforts. Pamela is fluent in French (and speaks a little Swahili as well).