In this article, I am going to share if is b2b email marketing dying in 2021 and if it is worth to start it or keep doing it in 2021.
Email marketing has been one of the main marketing activities for many organizations for decades and some are heavily relying on it. But thing is, will email marketing work even in 2021, or should we rather focus on different marketing activities?
A lot changed during 2020 due to the COVID-19, therefore, I will be only using the latest email marketing statistics from 2020 to see how email marketing changed and if it still has a place in digital marketing.
This hope will answer mine and your question if email marketing is dying or is worth to invest money and effort in it.
Latest Statistics B2B Email Marketing Statistics (Only Stats from 2020)
As I mentioned a lot of changes during 2020 and digital marketing channels suddenly have become oversaturated.
E.g., from just a few webinars done by a few companies, suddenly every small and large business has started doing a webinar to replace lead generation from live events, and hey no wonder.
And the same applies to email marketing, a lot of marketers have seen an increase in engagement, precisely 78% of marketers have seen an increase in email engagement over the last 12 months in 2020.
And this is because a lot of people were stuck at home during quarantine, had more time to read emails, rather than being stuck in the jam also from my experience, people prefer to use email for business communication, but on this later.
Not only that but 87% of B2B marketers reported email is one of their top free organic distribution channels because it is easy to quickly create an email to distribute your blogs or webinars and send it to only people who could be interested in that particular piece of content.
So there is a big chance that the reason is not that your email has not been seen but rather did not catch the reader’s attention and peak interest to open it for numerous reasons like badly personalized, not good preview text or headline, etc.
And I could go even deeper but from these 3 b2b email marketing statistics I want to give 5 reasons why email marketing is not dead in 2021.
Why B2B Email Marketing Isn’t Dead?
From email marketing statistics and my own experience from my clients’ email marketing results, I can definitely conclude that b2b email marketing isn’t dead at all in 2021 and it still has a big impact on your marketing results if done correctly.
Also, customer experiences (CX) has become the top priority for businesses to effectively drive the business forward and increase revenue in 2021. Thus, we can expect a lot of companies will invest in improving CX.
Therefore rather than focusing on sending email to get more sales, focus on sending emails to provide better customer experiences such as providing more educational emails to satisfy your prospects’ information needs to make the purchasing decision.
This rather shift will help you to acquire more customers than sending salesy and promotional emails.
But let’s look at the 5 main reasons why b2b email marketing isn’t dead in 2021 and why you should be using email marketing for lead generation for your company.
1. Everyone is and will use email.
The first reason why b2b email marketing isn’t dying is that now almost everyone is using and will be using email.
And I strongly believe that this number was definitely reached especially due to the Covid-19 situation when working from home became a thing and even the less technical people had to use email more often.
Heck, even my grandma started using email, but she was already using Facebook and Instagram before, so she had some background in using these channels. But she told me she subscribes to a newsletter to receive promotions and interesting news of her interest.
But not only older people had started using emails for communication, but also the young generation, as well as Generation Z, had to start using emails because of studying from home.
So, because of the covid-19 many people old and young were forced to use email to complete daily tasks. Therefore, the usage of email grew in 2020 even more than it was predicted in 2019.
My mentor always said, if you do not have it in email, it is not official, so whenever you make a decision, send an official email, do not WhatsApp.
And I agree with this, and some people may argue, that there is no difference between sending a message through an app or email and using an app like WhatsApp it makes it even faster to get things going.
And I agree with this as well, as in many instances I prefer to send WhatsApp when I need something very fast to be read.
So, while there could be a strong argument among using email and messaging apps and each of those has its pros and cons, email marketing is still very much the top preferred communication tool for businesses, especially in the beginning of communication with a brand or customer.
From my experience, usually, in the later stage, people switch from using email to messaging apps for faster communication and send emails only to make an official statement or decision.
So, I always recommend using email marketing to build trust and stay in touch with prospects in not an intrusive way, as sending every week WhatsApp lead nurturing message is not appropriate to someone who is not ready to buy.
4. Easy & Affordable to Start for Anyone
The fourth reason why you should at least consider and do further research about B2B email marketing and why email marketing is not dying is that it is super affordable to start with as many email marketing vendors offers affordable pricing or even for free.
This makes it easy & affordable to start for anyone and generate leads for a business. But of course, first, you need to get email subscribers and for that, I have an entire video which you can watch here!
But to start you can use some of the email marketing tools like SendinBlue and start for free with some great email marketing features like:
Or if your business is more willing to, then invest in more advanced email marketing tools like GetResponse or HubSpot.
Either way, email marketing is super affordable for anyone and with the possibility of driving a lot of leads, it would be almost foolish to not start with email marketing.
But hey no judgment and you know what is the best for your business and also I understand that getting email subscribers is not that easy because the market is oversaturated.
5. AI Can Improve Your Email Marketing Results
The last, fifth reason why B2B email marketing is not dying is because of AI and how it will drive great results for your marketing and business.
Artificial Intelligence is a massive game-changer in every industry, and I do not know a single industry that is or will not be affected by AI technology.
And while not long time ago AI was only affordable to large organizations like Microsoft, Google, Apple, and so on, nowadays we can start to see that even small businesses can use some of the power of artificial intelligence.
Artificial intelligence is helping us to send emails at the right time when your subscribers are most likely to open your email.
Also, AI helps to move from basic personalization to expand the possibilities by using predictive analytics, customer data, and machine learning to predict future behavior based on previous interactions and data trends.
And there is so much more from automating content, optimizing subject lines to analyzing and creating segments, email marketing soon will be even easier and better to use and remove the human factor like own experiences, thoughts, beliefs, and mores and solely based on data which in most cases deliver better results.
I am sorry humans no offense.
So, email marketing and AI will be the main driver of delivering maybe even stronger ROI and most importantly help us to do more with less. And you already can use some of the AI features within email marketing.
Therefore without hesitation, I recommend every company to start with B2B email marketing in 2021.