Is email marketing dead?

A new report on The Manifest argues that email marketing is thriving. After surveying more than 500 marketers across the U.S., The Manifest found that 69 percent of businesses spend money and time on email marketing.

69% of businesses spend time and money on email marketing.

Email reaches consumers in a way that social media cannot. Only 2 percent of people see a post on their social media feed, but 90 percent of emails reach their intended inbox.

Consumers voluntarily sign up to be on a company’s email list. Therefore, email marketing reaches those who have specified they would like to receive emails from a business.

“Email is far from dead,” said Ada Chen Rekhi, founder of Notejoy and former senior vice president at Survey Monkey and product marketer at LinkedIn. “It’s one of the highest-performing channels because someone has already given you permission to be in their inbox.”

Email marketing allows for more control. Social media platforms are not as successful in delivering results.

Quality and Quantity

In order to keep their consumers informed, businesses send marketing emails weekly or more often. Thirty-two percent of businesses send emails daily, while 42 percent send them weekly.

How Often Do Businesses Send Marketing Emails?

“If you’re a fashion, restaurant, or hospitality company, your customers do want to hear about daily trends or weekly specials,” said David Mihm, founder of newsletter generator Tidings. “You have to think about the business that you’re in.”

Fifty-two percent of businesses with more than 500 employees send emails daily, compared to 21 percent of smaller businesses with 101 to 500 employees.

How Often Businesses Send Marketing Emails: By Business Size

Larger businesses with more employees have a more expanded customer base because of the size of their company. However, businesses have to be careful not to flood consumers’ inboxes with too many emails.

“If you have something important to say, then send an email,” said Ben Bradley, managing partner and creative director of digital marketing agency Macon Raine. “But sending too many emails is annoying. Your important news gets lost.”

Businesses typically inform their customers before they start emailing them what type of emails they will receive. Most businesses send different types of emails to keep subscribers engaged.

“The types of emails you send really do depend on who your audience is and what you told them before you started emailing them,” said HubSpot Demand Generation Marketing Manager Tova Miller.

Sending a variety of emails will keep subscribers engaged. However, it is important to be transparent about the types of emails you plan to send. Similarly, the emails you send should be relevant.

Company Size Matters

Twenty-nine percent of businesses use email marketing to grow and retain their customer base, while 22 percent use email marketing to increase engagement. Email marketing is an easy way for businesses to reach their customers without spending any money.

Businesses' Main Email Marketing Goals

However, company size plays a factor in a company’s intentions for email marketing. Smaller companies tend to use email marketing to make consumers aware of their brand. On the other hand, larger companies already have a consumer base; their goal is to retain the customers they already have.

Email Marketing Isn’t Dead

Email marketing is a strategy that builds customer bases, keeps customers engaged, and spreads brand awareness. Businesses use email marketing as a marketing tactic because it has been proven time and time again that it works.

Kristen Herhold

Kristen Herhold


Kristen is a writer for The Manifest and focuses on social media, digital marketing, and advertising business trends.