In 2023 is Email Marketing Still Valuable?

In 2023 it seems that there are an unlimited number of ways to reach your potential customer. Social media ads and pay-per-click (PPC) have become dominant players in the inbound marketing world. With the ever-changing digital landscape, many may ask if tried and true email marketing is still a valuable tool in their marketing strategy toolbox. The answer may surprise you. 


Email marketing has been a cornerstone of marketing campaigns for nearly 50 years. On May 3, 1978, a marketer named Gary Thuerk sent the first unsolicited email pitch to 400 business prospects. His result? Nearly 13 million dollars in sales. With services like Mail Chimp, Constant Contact, and many others, it is now easier than ever to reach potential customers via email. Campaigns can help you build a relationship with your audience and drive traffic to your website or social media pages. Additionally, effective email marketing can be a useful tool to run A/B tests and see which strategies work best for your audience.

According to HubSpot, nearly 80% of marketers list email campaigns as one of their top 3 marketing strategies. With numbers like this, you could assume that these email campaigns bring companies overwhelming success. However, these same statistics show that nearly 72% of marketers using email campaigns find the biggest challenge to be low open rates among consumers. So, this leads us to ask if so few people are even opening your emails, is it even worth it to invest in sending them? 

The answer? Sort of. Email campaigns will probably be a consistent mainstay in your list of marketing tools. However, like most marketing techniques it’s vital to test what works best in your industry and what works for your potential customers. For example, if you find your email campaigns are generating leads and getting good open rates, it may be worth it to make email the main element of your marketing strategy. On the other hand, if you find that you’re getting few results and even fewer open rates, it may be a better idea to invest more in another form of digital marketing.

The Takeaway

Like all marketing strategies, email marketing is a tool that can be successful if used effectively and with the right audience. It is always important to challenge the status quo and see what techniques are the right fit for your business or organization. Just because something has been around for 50 years doesn’t always mean it’s the best fit for the success of your business. At Twin Peaks, we can help you find the best marketing strategies and solutions that work for you. Ready to get started? Let us help you reach new heights!