Learn why email marketing is losing its effectiveness and what alternatives you can use to reach your audience. 

Email marketing has been a staple of digital marketing for decades. It allows you to communicate with your prospects and customers, build relationships, and drive conversions. But is email marketing still relevant in 2023 and 2024? Or is it dying a slow death? 

The truth is, email marketing is not dead, but it is definitely declining. According to a reports by Litmus, the average email open rate in 2020 was 18%, and has decreased by 1-2% each year since on average.  Similarly, email click through rates have declined by 20% in the same time period.  

These trends are expected to continue in the next few years, as email marketing faces several challenges, such as: 

• AI and email automation. More and more marketers are using artificial intelligence and email automation tools to create personalized and relevant messages for their subscribers. However, this also means that consumers are receiving more emails than ever, and they are becoming more selective and less responsive to them. 
• Tough economy. The global pandemic and the economic downturn have affected consumer behavior and spending patterns. People are more cautious and frugal, and they are less likely to open and act on promotional emails. 
• Privacy and spam regulations. Email marketing is subject to strict laws and regulations, such as the GDPR, the CAN-SPAM Act, and the CCPA. These laws aim to protect the privacy and rights of consumers, but they also limit the scope and reach of email marketing. Marketers have to comply with these laws, or they risk facing fines and penalties. 

So, what can you do to overcome these challenges and keep your email marketing alive? Here are some tactics you can use instead of or alongside email marketing to reach your audience and achieve your goals 

Direct mail 

Direct mail is the practice of sending physical mail, such as letters, postcards, brochures, or catalogs, to your prospects and customers. It may sound old-fashioned, but direct mail can be a powerful way to stand out from the digital noise and connect with your audience on a personal level. 

According to a study by the Data & Marketing Association, The Direct Marketing Association’s 2023 Response Rate Report found that direct mail has an average response rate of 2.7% – 4.4%, compared to 0.12% for email and 0.08% for social media. The DMA also found that direct mail has an average conversion rate of 14%, compared to 1.9% for email and 1.3% for social media. 

Of course, direct mail requires a bit more planning and logistics than email. But if you target the right audience, craft a compelling offer, and design a creative and eye-catching mail piece, you can reap the benefits of direct mail marketing. 

Micro events 

Micro events are small-scale, intimate, and interactive events that you host for your prospects and customers. They can be online or offline, and they can take various formats, such as webinars, workshops, roundtables, Q&A sessions, or product demos. 

Micro events are a great way to engage your audience, showcase your expertise, provide value, and generate leads and sales. They allow you to build trust and rapport with your attendees, and to create a sense of urgency and exclusivity. 

According to a report by Bizzabo, 80% of marketers believe that live events are critical to their success, and 95% of marketers intend to invest more in live events in the future. However, micro events are not easy to pull off, and they require a lot of preparation and promotion. You need to choose a relevant and appealing topic, select a suitable platform and format, invite and register your attendees, and deliver a high-quality and engaging presentation. 

Email marketing is not dead, but it is not enough. You need to diversify your marketing mix and use other tactics to reach your audience and achieve your goals. Direct mail and micro events are two examples of alternatives you can use instead of or alongside email marketing. They can help you stand out from the crowd, connect with your audience, and drive conversions.