Chart showing email open and click

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Key Takeaways Those who focus solely on traffic acquisition will get stuck in search. Trying to justify an acquisition through a recommendation string makes you a fool for Google. To win on social, you must embrace zero-click content. To prioritize your platforms, research where your audience is engaging. Email: The Channel of Last Resort While we’ve seen a decline in the effectiveness of various marketing channels including print, TV, social media platforms and even search, one platform has remained strong: email.

When you track email open and click-through rate data going back argentina number dataset to 2005, the results are significant. Email has maintained similar average open and click rates for nearly 20 years, defying doom and gloom predictions of its demise-through rates from 2005 to 2024 (SocketLabs, Epsilon) This consistency makes email marketing the best channel for owning your audience and consistently influencing them. Despite concerns that younger generations are not using email, data shows that once they enter the workforce, they use email at rates similar to other age groups.

While it’s great to try other channels like TikTok, the volatility of these platforms is concerning. For example, X has become almost useless in this day and age. Facebook has significantly reduced its organic reach, and other platforms are facing various challenges. Given the enduring value of email, consider acquiring a valuable email list through acquisitions or partnering with companies that have built strong audiences through newsletters. In this case, email sponsorship can also be an effective strategy.