“Email marketing is DEAD!” “AI is taking over the inbox!” “Why hire a copywriter when I can just use email templates?!” “Who needs an email list when I have a large social following?” Um….. stop right there and listen up, because I’m going to let you in on a little secret… THREE little secrets to be exact.”
Interesting article regarding: Is Email Marketing Dead? by Alex Cattoni that I found on the DigitalMarketer.com blog.
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Lately, I’ve been hearing a lot of misconceptions floating around the cyberspace when it comes to email marketing. So in this blog, we’re going to talk about the three biggest Email Marketing Myths & Misconceptions…
AND I’m going to fill you in on the SECRET WEAPON that’ll give you a massive advantage and leg-up over any competition.
Alright, now let’s get started with myth-busting.
Myth #1 – Email Marketing Is DEAD
This is a myth that I’ve been hearing ever since I got my start in the online marketing industry… over a decade ago! And guess what?
The rumours were wrong back then and they’re STILL wrong today.
No matter what you heard at the latest online summit you attended… Email Marketing is STILL alive and well—and it’s not going anywhere anytime soon!
In fact, Email Marketing is the single best way to market your brand or business, increase your revenue, and cash in on more conversions.
That’s right. It’s better than ads, better than social media, and better than organic traffic…
I said it.
In fact, I did my FIRST launch back in 2020 and made almost 6-figures by sending just 8 emails to my list of 2300 subscribers. Yup.
But don’t just take my word for it, here are some stats to prove it. It is estimated that there are 4 BILLION active email users right now (and that number is projected to go up, btw).
Email marketing consistently delivers the highest ROI of all marketing channels – earning on average $42 for every dollar spent… and in case you don’t want to do the math on that…
That’s an ROI of 4200%!! I don’t know of a single brand or business that wouldn’t love to see numbers like that.
And just in case gaining a massive ROI isn’t enough to convince you… this probably will:
According to MarketingSherpa, email is STILL the most preferred marketing channel that most consumers want businesses to communicate with them through. YES, even Millennials and gen-Z-ers prefer email to social media.
And not only is email your consumer’s favorite way of communicating… it should be your favourite too! And that’s because your list is YOURS. It belongs to YOU. Not Facebook, not Instagram. YOU.
And when you use Email as your preferred method of communication, ALL you have to do to get your message heard is make sure your emails aren’t landing in the spam folder. You’re not held captive by the algorithm Gods, “platform rules,” or having to keep up with the latest trends to get your content seen.
When you take just a moment to step back and look at the facts, it’s crystal clear.
While I still love and use other marketing channels…
My girl Email Marketing reigns supreme.
Myth #2 – Templates Work Better
This is another myth I’ve been hearing over and over again lately.
Why hire a copywriter when I can just use email templates?!
Now for the sake of clarity, in this context, I’m referring to fancy and impersonal emails that are all show and no substance. You know those fancy-looking HTML emails you commonly see from e-commerce sites or big corporate businesses…
Listen – they work for brands like Sephora or Apple, well, because they are Seophora and Apple…
But as a personality-based brand (or as the real PERSON behind the brand), you don’t want to get too fancy in your emails.
Why? Well, because facts: Extensive A/B testing has shown that the overwhelming majority of consumers prefer simple, text-based emails (you know, just like those emails you send to your friends and family).
Not only do consumers prefer plain jane text-only emails, but templates come with a whole list of other cons to consider.
Downsides of Email Templates
- They take a long time to load, depending on your consumer’s internet connection.
- Customization can be difficult and unreliable. You can spend hours finicking with a template, where your time would be better spent just writing and personal, empathetic email.
- HTML templates often get all funky on mobile if not coded correctly.
- They are WAY more likely to end up in the Spam or Promotions folder because of heavy images and design features
- These kinds of emails focus on imagery, not on brand voice or actually connecting with the audience.
On the other hand…. While copywriters might not be able to design a “pretty-looking email”…
They are specially trained to WRITE WORDS THAT WORK. They understand how to craft powerful subject lines that hook your reader and get them to open your email. They know how to open a loop with engaging content to get your consumers to keep reading…
And they know the psychological triggers that get people to CLICK and BUY your offer…
And when you’re a business that RELIES on having a strong, powerful, and intimate relationship with your consumers…
These factors are absolutely essential to your Email Marketing success.
Alright, now onto the last—and most controversial—myth on this list…
Myth #3 – AI Is Taking Over
Look, we’ve all heard it… AI is replacing copywriters at the speed of light—and especially in the Email Marketing world.
Because I mean, who needs to shell out a bunch of money for an experienced copywriter when they could just spend a quarter of the money on some fancy automation software that “does just as good”?
Listen, I know AI software and done-for-you templates are becoming more and more prevalent in the email marketing space – there’s no doubt about that.
But with that said, there’s a whole lot more to the story than what the internet would have you believe…
I’ve said it before, and I say it again and again until the day I die…
A.I. is a tool, not a takeover.
And as a TOOL—there are certain things A.I. CAN help us to optimize, streamline and improve…
Things like: research, ideation, email automation, personalization, and segmentation. You know, the left-brain, back-end, logistical stuff. The truth is that A.I. can actually make an Email Marketers job A LOT easier.
But when it comes to replacing the CREATIVITY & EMPATHY that a human copywriter brings to the table…?
It’s just not going to happen anytime soon.
And while it’s true that there ARE going to be some brands and businesses that will choose to get by with A.I… Their emails will be mediocre, at best.
I mean it’s just like anything else that’s being “replaced” by technology…
If you want mediocre results, then sure – go with a plug-and-play tool. If you want exceptional results, hire an expert.
Mediocre accountants are being replaced by do-it-yourself software like Freshbooks, Honeybook & Quickbooks… but that doesn’t mean we don’t pay a LEGIT PROFESSIONAL when it comes time to file taxes.
Mediocre graphic designers are being replaced by tools like Canva… but that doesn’t mean we don’t pay a GREAT DESIGNER to design our websites.
And if you want to optimize your email list, increase your revenue, and cash in on more conversions… then you HIRE A COPYWRITER.
It’s as simple as that. And it’s never going to change.
So here’s my advice to the copywriters who are worried about A.I. takeover and the other Myths on this list…
Don’t be mediocre. Position yourself as an expert.
Do that, and you’ll be INVALUABLE to any brand or business that wants to optimize their Email Marketing strategies.
THAT’S your secret weapon.
THAT’S how you make yourself A.I. proof.
THAT’S how you position yourself as an expert in the industry and get clients banging down the door for your talents and services.
But now the question is… HOW?! HOW do you become a damned good copywriter and email marketer? One who understands the audience, knows the power of connection, and has mastered the art of conversion?
Well… you develop the skills, techniques, practical EXPERIENCE, and knowledge needed to make yourself an expert!
And after months and months of listening to this community ask me question after question about email marketing… I decided it was time to do something about it.
Now up until recently, I never really thought this was needed. Mostly because I already teach an entire module all about Email Marketing inside my 8-week Copywriting Coaching Program.
But the truth is, not everyone has the time, money, energy, or desire to invest in a two-month coaching course…
And that’s why I created a FREE email guide—to help you cut through the B.S.
My Ultimate Email Marketing Cheatsheet will help you future-proof your biz from the throes of unpredictable algorithms and the never-ending threat of A.I. takeover by teaching how to master the art of impactful inbox messaging.
- You’ll discover the 7 must-have emails to build and monetize your list (with real-life examples straight from the Posse’s private vault)…
- Discover the right way to build and monetize your email list, without relying on templates or standardized messaging.
- Get the secret to sending engaging emails that won’t drive away subscribers or lose you any brand loyalty.
Until next time, I’m Alex. Ciao for now!
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Is Email Marketing Dead?
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