No, definitely not…

Not when 99% of people check their emails daily.

Not when email generates $38 for every dollar spent.

And not when 73% of millennials prefer to receive communications from businesses via email.

Yet, despite these statistics, there’s a lot of talk surrounding the efficacy of email as a marketing tool. I would chalk this up to the fact that while email is here to stay, some email marketing techniques and practices have become outdated. In fact, if you’re still using any of the below “dead” email practices, I’d argue you’re not maximizing the potential of email as a marketing tool.

To help you out, I’ve also described what you can do to evolve your strategy.

1. Using Generic Subject Lines

Good marketers know that effective email marketing begins even before the recipient opens your email. It’s all in the subject line—that’s your make it or break it moment. Your subject line can spell the difference between an email that gets opened and read, and one that goes straight to the trash. Something as simple as personalizing emails, which you can now easily do via various email marketing platforms, can help boost your open rates. Adding an emoji is another great tactic that shows the sender took the time to personalize the message for its recipients. In short, personalizing subject lines is a great way to make recipients feel more connected to the brand.

2. Not Following GDPR Standards

As a marketer, it’s your responsibility to ensure that your recipients’ data is protected. If you’re not ensuring the strict compliance of General Data Protection Regulations (GDPR) then it’s unlikely that your readers will opt-in to your email list. This is as simple as choosing email marketing software that’s GDPR compliant.

3. Using Non-Mobile Friendly Templates

If you notice your bounce rates are high, it might very well be because your email template isn’t mobile-friendly. Cellphones account for nearly half of all email opens and 35% of business professionals check their email on a mobile device. If the email experience is interrupted due to something as simple as formatting issues, the majority of your recipients are likely going to get turned off and click delete. Be sure to always check your mobile previews before hitting send on your emailer.

4. Not Making An Effort To Design Your Emails Well

Emails don’t necessarily have to be works of art, but they have to be well designed. Add visuals by embedding videos and images into your email, but make sure not to add so many that it’ll cause your email to load slower. A streamlined format with well-placed multimedia, bold CTAs, and strategic visuals work best to engage readers. Don’t stuff your emails with so much information and media that it compromises the user’s experience.

5. Not Using Metrics To Improve Your Campaigns

Metrics help us identify gaps in our marketing strategies to improve results. The numbers behind every campaign allow us to understand how our recipients interact with our emails, what section gets the most traction, when bounce rates are high, and generally give us insight into what’s working and what isn’t.

Hope this answers your question. If you want to continue this discussion, head over to our Twitter or LinkedIn and join the conversation. And if you have any questions, feel free to leave it in the comment section below.