Email is Not Dead, It’s Just… Different
Demand generation is fast-paced and ever evolving and lately one phrase has been echoed repeatedly: "Email is dead." However, nothing could be further from the truth. Email isn’t dead; it’s just different. In today’s complex marketing landscape, email has shifted from being a primary conversion channel to becoming a vital touchpoint in a broader, more sophisticated strategy.
The Evolution of Email Marketing
Once upon a time, email was the darling of digital marketers, primarily because it was a direct line to potential customers. The strategy was simple: send an email, include a compelling offer or CTA, and watch the conversions roll in. But as digital channels have expanded and customer journeys have become more intricate, the role of email has fundamentally changed.
Today, customers are more informed and have higher expectations. They engage with brands across multiple channels—social media, search, paid ads, and, of course, email. With these changes, the purpose of email marketing has evolved. It’s no longer just about driving direct conversions. Instead, email has become a powerful tool for nurturing relationships, delivering personalized content, and guiding prospects through a multi-channel journey.
Email as a Touchpoint, Not a Conversion Channel
Latané Conant, Chief Market Officer at 6sense, is one of the leading voices advocating for a modern approach to email marketing. According to Conant, email should be seen as a strategic touchpoint rather than a direct conversion mechanism. This shift in perspective is critical for marketers who want to remain relevant and effective in today’s environment.
Conant emphasizes that email, when used correctly, is an invaluable tool for delivering personalized, contextually relevant content that aligns with where the customer is in their journey. Instead of focusing solely on pushing for a sale, she suggests leveraging email to build trust, provide value, and keep your brand top of mind. This approach allows marketers to use email as a way to gently guide prospects closer to a conversion, but not necessarily push for it directly.
How 6sense Leverages Email in the Current Landscape
At 6sense, email marketing is integrated into a broader Account-Based Marketing (ABM) strategy. Conant and her team use email to support and reinforce other marketing efforts rather than relying on it as the sole driver of conversions. Here’s how they do it:
Personalization at Scale: 6sense uses data-driven insights to craft highly personalized emails that speak to the specific needs and pain points of their target accounts. This makes the email feel more like a personalized note rather than a generic marketing blast, increasing engagement and fostering a deeper connection with the recipient.
Integration with Other Channels: Email campaigns at 6sense are not isolated efforts. They are part of a cohesive strategy that includes digital ads, social media, and content marketing. Each touchpoint reinforces the others, creating a seamless experience for the customer.
Focus on Engagement: Instead of measuring the success of an email campaign solely by open or click-through rates, Conant’s team looks at the broader impact. They analyze how email contributes to overall engagement, including how it influences other channels and supports the journey from awareness to decision.
Nurturing Relationships: Email is used to nurture leads over time. Instead of expecting immediate action, 6sense’s email strategy is about keeping prospects engaged and informed, so that when they are ready to make a decision, 6sense is the obvious choice.
A Word of Caution: Emailing C-Level Executives
While email is a powerful tool for nurturing relationships, it’s important to be intentional and cautious when emailing C-level executives. These decision-makers are often inundated with messages and have little patience for marketing or sales nurtures that don’t directly address their specific concerns.
For C-level executives, you likely have one "at bat"—a single chance to capture their attention. Given the stakes, it’s best to leave this communication to personalized, direct sales outreach rather than relying on generic marketing emails. A well-crafted, highly personalized email from a senior sales leader, addressing a specific pain point or opportunity, is far more likely to resonate with a C-level audience.
Embracing the New Role of Email
For marketers, understanding that email is not dead but simply different is crucial. The shift from a conversion-driven approach to one that values email as a touchpoint opens up new opportunities to connect with audiences in more meaningful ways.
By adopting this mindset, marketers can create email campaigns that are not only more effective but also more aligned with the expectations of today’s savvy consumers. It’s about playing the long game—using email to build relationships, nurture leads, and support a holistic, multi-channel strategy.
So, the next time you hear someone say "email is dead," you can confidently say, "No, it’s just different." And in this difference lies the key to unlocking its full potential in the modern marketing landscape.
