Is email marketing still relevant?

Surprise! Of course anyone here at ActivePipe would answer: Yes! 

But let’s break it down and really look at why email marketing is still relevant. First, let’s look at some statistics worth knowing: 

  • In 2019, the number of global email users amounted to 3.9 billion. 
  • Email marketing has the highest return on investment for small businesses. In fact, email generates $42 for every $1 spent
  • From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness.
  • Marketers who use segmented campaigns note as much as a 760% increase in revenue.

While the numbers certainly backup the claim, there’s even more context worth examining. An effective marketing plan would use other channels as well, such as: social media, SMS, a robust website, and even direct mailing. 

I often hear the most about social media. With good reason, as it's become such an ingrained part of many peoples’ daily lives and ingrained in the advertising industry over the past decade. However, if we use the analogy of “bread and butter”. If social media is the “butter”, you still need the bread! And that’s email marketing. 

It’s still a reality that not everyone has or uses social media. Yet, at this point, almost out of necessity, nearly everyone you meet will have an email address. Moreover, it’s important to remember that social media can be easily taken away. For example, Instagram can choose to revoke your account at any time. You do not own your “follower” list. However, with email marketing, you’re the sole owner of your contact list. It’s important to protect your ownership of your business and email marketing allows you to do this. 

On the other hand, SMS is also a useful marketing channel. It’s a perfect way to casually and quickly stay in touch. However, you’re very limited in the scope of what you can include in your texts. You might link to a monthly newsletter from a text, but you certainly wouldn’t be able to fit the whole message into a 160 character text. 

Lastly, especially with ActivePipe, email marketing can save you countless hours. It’s a tool built to scale. No other channel can automate and target messages as seamlessly. Without a doubt, you can ensure that no matter where a contact is at along the “contact to client” funnel, you can easily target specific messages directly to their needs. All with the benefit of being able to setup a workflow once, and then have it run forever (or at least until you decide to stop it). 

So, what’s our advice? Build a well rounded multi-channel marketing plan. But without a doubt, if you want to be a market leader, top producer, and ensure brand awareness, you must include email marketing. 



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Elizabeth Gardner
Elizabeth Gardner
As a Customer Success Manager, Elizabeth is on the front line with ActivePipe customers. She spends her time consulting with brokerages all across the US to maximize their engagement strategy. She has a passion for (and track record of) helping clients crush their goals. When she’s not empowering customers with creative solutions, you can find her hiking, biking, snuggling her pup, or working on her next MBA class.