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Looking for the new paid social? The answer might be in your inbox.
When we asked 65+ marketers in our network about the channels they felt were underrated, 30%+ said email is among the most underutilized channels for e-commerce holiday marketing.
Weighing email’s pros and cons
Right now, email marketing is looking a little bruised.…
- 40% of marketers said their email marketing budgets were cut during the pandemic.
- iOS 15 launched last week, bringing new email-related privacy restrictions (and lots of uncertainty) with it.
But before iOS 15, it was an undeniable force...
- During the pandemic, email marketing engagement jumped in multiple industries — including banking, education, and transportation.
- 75% of marketers said email offered either “good” or “excellent” ROI in 2019. (One popular estimate: $36 for every $1 spent.)
Our takeaway?
Investing in email marketing comes with risks right now — but the same is true for every channel.
And email has a huge potential upside.
“If I get someone's email address today, tomorrow, two years from now, 10 years from now, I might be able to still have a relationship with that person,” Not a Newsletter’s Dan Oshinsky told Marketerhire.
Compare that with paid social, where it’s tough to retarget even once these days!