Let’s start with some interesting stats! Did you know that 4.3 billion people use email every day, and the number is expected to grow to 4.6 billion by 2025? That’s half the planet! In India, email is still one of the most trusted communication methods, with 72% of Indians claiming to check their inbox daily, sometimes even more frequently than they check their fridge for snacks! Despite the rise of WhatsApp and social media, email marketing is still alive and kicking. But… is it worth your attention in 2024? Let’s find out.
Table of Contents
The Inbox that Keeps Giving
Imagine this: You’re sitting on your balcony in Bangalore, sipping masala chai, and suddenly, you remember you need to buy a new mixer grinder (because the old one decided to give up mid-chutney). You open your email and boom! There’s a fresh offer from your favourite appliance store right there in your inbox! Now, that’s the power of email marketing—direct, personal, and always timely.
While social media algorithms are unpredictable like Mumbai traffic during monsoons, emails get straight to the point. Sure, we all delete some of them faster than we delete “Good Morning” WhatsApp messages, but when it’s relevant, email grabs attention!
ROI So High, It’ll Make Your Eyes Pop!
Marketers love email for a reason. The ROI (Return on Investment) is 42:1, meaning for every ₹1 spent on email marketing, businesses can expect a return of ₹42. It’s like investing in a ‘samosa and chai’ combo and getting a full buffet in return. Compared to paid ads, where your money can vanish quicker than movie tickets for a Shah Rukh Khan blockbuster, email gives you a measurable bang for your buck.
Email: The Buffet of Personalization
In a country where even your chai can be customized (“Thoda less sugar, bhaiya”), email offers ultimate personalization. Imagine a fashion brand knowing your favorite color, size, and style preferences. They drop a mail: “Hey Vikas, we’ve got a blue kurta, just like the one you browsed last week, and it’s on a 50% discount!”
This level of personalization keeps people coming back. People like being remembered, and no other marketing channel offers personalization like email. It’s like your neighborhood grocery store uncle who knows exactly what you need before you even ask.
Keeping Up with the Mobile Generation
Let’s be real: we Indians are glued to our mobile phones. Whether it’s scrolling through memes or checking how India’s stock market is doing, our phones are always in hand. Luckily, 70% of emails are opened on mobile devices. So, while social media might offer quick entertainment, email marketing gives brands a way to reach potential customers while they’re taking a break, riding the metro, or waiting for their biryani order.
Automation = Laziness Meets Genius
Email marketing in 2024 is smarter than ever. Imagine setting up a system that sends relevant emails to customers automatically—when they sign up, after they make a purchase, or even when their cart is gathering dust. It’s like having a personal assistant who doesn’t need chai breaks! Automation helps businesses save time and effort while reaching customers when they’re most likely to engage. It’s marketing on autopilot.
The ‘Unsubscribe’ Button – No Hard Feelings
One of the best parts about email marketing? The freedom to unsubscribe. If you don’t like the brand’s emails, just hit that button and move on. No awkward confrontations like when you have to dodge those persistent salespeople at the mall!
The Challenges of Email Marketing in 2024 (and How to Overcome Them)
But wait, it’s not all sunshine and inboxes. Email marketing does come with its challenges in 2024, and ignoring them would be like forgetting to add salt to your daal. Let’s break them down:
1. Overcrowded Inboxes
You know how Indian roads get during peak hours? Well, inboxes aren’t much different. People receive dozens, if not hundreds, of emails a day. So, your email could easily get lost in the crowd.
Solution:
You need to stand out, just like that bright pink auto-rickshaw on a grey day. Use catchy subject lines that spark curiosity, and send emails at optimal times (early morning chai time or post-lunch breaks are good bets). Personalize your messages, so they don’t feel like spam, and offer real value—discounts, useful tips, or exclusive deals.
2. Spam Filters
Sometimes, even with all your effort, your email might get flagged as spam. It is frustrating, like trying to convince your dadi that jeans are perfectly respectable clothing.
Solution:
Avoid spammy phrases like “Buy Now” or “Hurry!” in your subject lines, and make sure your emails have a healthy balance of text and images. Always get permission before sending emails and regularly clean your mailing list. Sending to people who actually want to hear from you will improve deliverability.
3. Low Open Rates
Ever feel like you’ve sent an email into a black hole? It happens when your email open rates are low. People don’t even click to see what wonders you’ve packed inside!
Solution:
Start A/B testing different subject lines, experiment with email timings, and segment your audience. Sending everyone the same email is like offering gulab jamun to someone who’s on a diet. Segment based on past purchases, preferences, or behavior, and send targeted, relevant content.
4. Mobile Optimization
Even though 70% of emails are opened on mobile, not all emails are designed to look good on a smartphone. And there’s nothing worse than squinting at tiny text or scrolling left-right-left on a mobile screen.
Solution:
Use responsive email designs that adapt to both desktop and mobile screens. Make your content easy to read and navigate, with clear CTAs (Call to Actions) that don’t require zooming in like you’re solving a jigsaw puzzle.
5. Privacy Concerns
In 2024, people are more aware of their data privacy. If you make one wrong move, they will mark your email as “suspicious” faster than you can say “GDPR.”
Solution:
Be transparent about how you use data. Include an easy opt-out option, and ensure you comply with data protection regulations. Trust is everything—build it by respecting privacy.
Is It Worth It?
In 2024, email marketing is not just worth considering—it is almost essential. It offers high returns, personalization, and ease of access while incredibly affordable. Plus, in India, where people love getting direct and personal communication (and a good deal), email can be your best bet to connect with customers on a meaningful level.
So, next time someone asks, “Is email marketing still relevant?” You can confidently sip your chai and say, “Oh yes, and it has got better returns than a fixed deposit!”
Click here to read more on sales and marketing
