All online communication now heavily relies on email marketing, not only for commercial communications. As per studies, the number of people using email marketing is predicted to reach 4.3 billion by 2023. In the early morning hours, about 58 percent of consumers check their email. It’s not surprising that companies keep using email marketing to advertise their brands and boost sales.

You can have complete control over your contact lists with email marketing, reach the right individuals at the right time, and provide your audience more value. It works well to turn one-time customers into devoted followers.

The same is true for email marketing, where many marketers have noticed a rise in activity—exactly 78% of marketers have noticed an increase in email activity over the previous 12 months in 2022.

In addition, from my experience, individuals prefer to use email for business communication, but more on this later. This is because many people were kept at home during quarantine, giving them more time to read emails rather than being stopped in traffic.

And eventually, if you think that oversaturation is the reason that your emails are not getting opened, you are mistaken since 99% of email users check their inbox daily, some are even 20 times!

What Keeps Email Marketing Alive?

1. Everybody uses and will continue to use email

HubSpot estimates that 4 billion people use email daily, and that number keeps rising. You should utilize this tool if only for the fact that approximately 91% of individuals read their email daily.

Individuals use email more frequently than social media. According to Pew Research, 92 percent of internet users utilise it and 79% have a social networking profile. As per eMarketer, 81% of retail professionals think email marketing is a successful way to draw in new customers, as opposed to 51% of social media experts.

Generation Z and younger people had to start utilizing emails because they were studying at home, joining the ranks of older people who had already begun using them for interaction.

Many people, both young and old, were compelled to utilise email to fulfil daily duties as a result of COVID-19. As a result, email usage increased in 2022 much more than was anticipated in 2019. Therefore, it is safe to say that your target market uses email often, and you should include email campaigns in your B2B content marketing plan in 2023.

2. Email Marketing Offers Solid ROI 

The fact that e – marketing is generating a significant return on investment year after year is the second reason you should start including it into your marketing mix. The travel business receives the best ROI from email campaigns, followed by media and then e-commerce, based on the most recent research from HubSpot.

Compared to other channels like social media, internet search, and direct mail, email marketing produces 66% more sales. Only 17% of responders preferred social media for obtaining promotional material, while 72% chose emails, according to the study.

3. The Preference for Business Communication is Email

The third reason email marketing should be a part of your B2B content marketing strategy is that many business professionals prefer it for business communications. Email marketing is without a doubt one of the most effective methods to follow up and communicate, particularly when interacting with a brand or customer for the first time. Emails often are less bothersome than calls or texts.

Professionals prioritise email connections 86% of the time. Millennials prefer email correspondence with businesses, according to 73% of them. Sending a message through an app is inappropriate, specifically if your audience is not ready to buy, so whenever you make an official remark or decision, we advise sending an email to build trust and maintain contact with clients.

4. Email Marketing Is Versatile and Measurable

You can track your campaigns with an almost all email marketing platforms. To understand better how your email campaigns are performing, evaluate delivery rates, bounce rates, subscriber rates, open rates, and click-through rates.

Emails may also be customised a lot. You may simply send them to either a big group of individuals or smaller groups by segmenting them, in addition to designing them to express your brand message. Understanding your audience and giving them useful content are crucial.

5. Emails Are Affordable

Email marketing’s affordability is one of its great attributes. Because so many email marketing suppliers offer starting prices that are both reasonable and often even free, email marketing is still very much alive and well.

Everyone can afford email marketing, which has the potential to generate a lot of leads.

It may only cost a few dollars a month to maintain, depending on your platform, the quantity of contacts, and the number of emails you want to send. You can send up to 12,000 emails per month for free using MailChimp, and you can use Overhead Response’s free email marketing service for up to 4,000 emails per month and 1,000 email contacts. Both provide subscription options for senders who send more frequently.

6. AI Can Improve the Results of Your Email Marketing

Because AI will significantly improve your marketing and business, email marketing is not dead. In every industry, artificial intelligence is a big title.  And while not too long ago, artificial intelligence (AI) was only affordable to big corporations like Microsoft, Google, Apple, and etc, now we are beginning to realise that even tiny enterprises can harness some of the potential of AI. This also holds true for email marketing solutions, which began using AI to produce better email marketing results.

We can now send emails at the precise moment when your subscribers are most likely to open them thanks to artificial intelligence.Furthermore, AI assists in expanding the possibilities by utilising predictive analytics, customer information, and machine learning to forecast future behaviour based on prior interactions and data trends, moving beyond basic personalisation.

Email marketing will soon be even simpler and stronger to use It includes automating content, optimising subject lines, analysing, and creating segments.

The major forces behind delivering maybe even stronger ROI will be email marketing and AI, which will also enable us accomplish more with less. Additionally, you can currently employ a few AI elements in email marketing.

Email isn’t dead and isn’t going anywhere, despite the fact that technology is continually changing and trends are always shifting.