In the digital marketing space, we often hear the question, “Is email marketing still effective?” That’s an interesting question and one we’ve been devoting a lot of time lately to studying.

As social media platforms like Facebook and Instagram continue to squeeze out organic (non-paid) messages from businesses, finding other avenues to directly reach customers has become more and more important. For the businesses with a dedicated customer base who have given their email address, that can mean regular newsletters and email promotions.

While it’s true that the percentage of people who open business email has declined in the past 10 years, recent studies show the average email open rate across all industries still sits at 17.9 percent. With a list of 1,000 subscribers — that’s 170 people who are willingly receiving the message.

Compared to Facebook where organic post reach can be as little as 6 percent of your following, we can see why the reports of email’s death have been premature. 

“Since starting our email campaigns, we’ve seen revenue increases of 30 percent year over year. We’re measuring the impact and seeing the results.”

Nick DiBitetto, BuildingPoint General Manager.