Are Marketing Emails Dead? Not Even Close.
We’ve all heard it: “People don’t read emails anymore.” It’s a claim that gets thrown around at every marketing brainstorm. But is it true?
Not quite. The real problem isn’t email itself, it’s bad email.
Why This Belief Persists
Inbox fatigue is real. Their inboxes are full. And yes, if your message is generic, irrelevant, or poorly timed, it’s going to be ignored.
But that’s not because email doesn’t work. It’s because lazy email doesn’t work.
What’s Actually True
People absolutely still read emails, just not all of them.
What they do open are messages that are:
- Timely: Sent when the topic is relevant
- Useful: Focused on real problems or needs
- Personalised: Clearly written with the recipient in mind
- Respectful of their time: Brief, clear, and to the point
Done right, email delivers some of the highest ROI of any digital channel, and it remains a direct, permission-based line to your audience.
What You Should Do Instead
Rather than ditching email, focus on quality over quantity. Here’s how to make it work:
- Segment your audience: Not everyone needs the same message. Tailor by interest, behaviour, or job role.
- Add value: Share insights, updates, or solutions they actually want, not just sales pitches.
- Optimise your timing: Test and learn when your audience is most likely to open and engage.
- Design for mobile: Most emails are read on phones. Make sure they look good and load fast.
This isn’t about chasing open rates, it’s about building trust through relevance.
Final Word
Email isn’t dead. It’s just evolving, and marketers who evolve with it continue to see real, measurable results.
So no, people haven’t stopped reading emails. They’ve stopped wasting time on the bad ones.
At Dialled In, we help businesses craft smart, segmented email strategies that people actually want to read, and act on. If your email performance has dropped off, it’s time for a rethink.
Let’s get your email marketing more Dialled In!
📞 Call us on 0114 312 2330 or contact us here.
