The imminent death of email has been greatly exaggerated

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Working together with technology

It’s quite ironic. Over the years, we have helped many of our clients with their email newsletters. We’ve helped build their lists, we’ve helped test what works best for their objectives, we’ve designed them, we’ve sent them, we’ve reported on their success. Over those years, I presented seminars across the UK and in Europe and written in industry journals. But the irony is that we’ve never produced one for our own clients.

Earlier this year, we did a phone survey with a cross section of our clients and many requested a newsletter sharing insights, the lessons learnt and the experience we’ve gained working with over 200 clients from the arts and entertainment sector.

But newsletters are so last decade aren’t they? Before twitter, I remember being told that RSS feeds would replace the junk in our in-box. Since then, social media, instant messaging, push notifications and other real time communication platforms have all been cited as threats. Well, research suggests that that past reports of the death of email has been greatly exaggerated. Here are just a few recent statistics to suggest otherwise:

  • Millennials are the age group most likely to check their email from bed (70%), from the bathroom (57%), or while driving (27%). (adobe)
  • 75% of Gmail’s 900 million users access their accounts on mobile devices. (Source: TechCrunch)
  • 33% of email opens occurred on an iPhone, while Gmail, second to the iPhone for opens, only accounted for 15% of those opens. (Source: Litmus)

However, one statistic made me pause. According to’s 2016 UK Benchmark report, we are one of the worst performing sectors with open rates under 20% compared to other sectors reaching 37.2%.

Graph of email open rates by sector

Why the sector is performing badly is hard to explain but it’s a timely reminder that one of the great opportunities with digital marketing is to test, measure and improve.

We regularly help our clients find ways to achieve between 35% to 45% open rates. Recently we helped Artis Education increase their delivery rate by switching bulk email system. If you want us to help you increase your open rates or click through rates, drop us a line and we’ll work out a plan.

Hans - Director