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Is Email Really Dead? Facebook Thinks So, But We’re Not So Sure

Is Email Really Dead? Facebook Thinks So, But We’re Not So Sure

Facebook, as you may have heard, recently bought the messaging app WhatsApp. Shortly after making this $16 billion deal, Facebook announced it was discontinuing its email service. This is, according to the pundits, the death knell for email marketing.

We’d like to say not so fast. First of all, it’s fair to state that the vast majority of people didn’t even know that Facebook offered an email service. (In case you’re part of the crowd, once upon a time, you had the power to set up a dedicated email address that ended with @facebook.com. Now you don’t. We’re sorry.) The fact that people weren’t using Facebook’s email service doesn’t mean they’re not using email!

The research shows that text messages are supplanting email for casual conversation, especially among younger audiences. However, the open and conversion rates for marketing emails remain as robust as they ever were. As we learn more and more about what makes an effective email, and target our campaigns to be more personally relevant and compelling, those open and conversion rates are actually going up, not down.

It’s hard not to look a little sideways at Facebook’s proclamation. After all, a major investment in an alternate technology would lead anyone to decry the merits of this established platform. When you’re hitching your company’s future to text messages, after failed attempts to make email a profit stream, an announcement that email is yesterday’s news arrives wearing the unmistakable scent of sour grapes.

That being said, it’s not too soon to think about how your business will best use text messaging to promote itself. The thinking here is evolving. Having concrete knowledge of your customer base is key. An audience that’s receptive to text messages may only want to receive them in certain circumstances, such as an announcement of a flash sale. Now is the time to begin the research to take advantages of those opportunities down the road.


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Creative Director/Senior Designer

Tom DiGrazia

With over a decade and a half of professional design experience, Tom brings his knowledge of design principles and focus on user experience to every aspect of his contribution to TTG. Paying special attention to each client’s brand, personalized needs and individual interests, he strives to create compelling concepts utilizing intuitive and highly-refined design solutions. In addition to traditional and digital design work and oversight at TTG, Tom also boasts a wide portfolio of web development projects with the company, allowing him to stretch his CSS and HTML skills across multiple platforms and disciplines. He feels that being a designer in the digital landscape of websites, eCommerce solutions, email marketing platforms and social media, it is important to understand the code that goes into these areas as it assists his ability to tailor designs specifically targeted to achieve the best end result and further builds understanding and communication with backend development teams.

In his off hours, Tom is an avid pop culture enthusiast, staying up to date on the latest shows, films, comics and games. He can also typically be found taking part in a whole host of artistic activities that help him further stretch his creative legs. Regardless of the activity, Tom is always accompanied by his dog, Eli, and his cat, Tib.

Specialties:
Design, Photography, Illustration, Digital Imagery Manipulation, Wesbite Development

Platforms/Tools:
Photoshop, Illustrator, InDesign, Lightroom, HTML/CSS, Wordpress

Analyst/Strategist

Courtney Dumont

As Senior Marketing Strategist & Analyst at Technology Therapy Group, Courtney is energized by the ability to flex both her left and right brain daily. Courtney discovered her passion for Marketing at Bryant University, where she spearheaded research on students’ perceptions of Social Media Marketing for her Honors Capstone Project. After graduating Bryant in 2012, she joined the Technology Therapy team, where she’s honed her skills in social media, search and social advertising, email marketing, SEO, and more.

Since joining the team, Courtney has created digital marketing strategies and managed campaigns for clients across the country, ranging from plastic surgery centers, to jewelry stores, to construction companies. With a cohesive, cross-channel approach and a focus on data-driven decision making, she has increased their leads by up to 217%. But Courtney doesn’t leave her zeal for social media at the office; she also runs a local foodie Instagram account with her husband to document their meals across Rhode Island and beyond. Check them out: @hoppilyfed.

Specialties:
Marketing Strategy, Data Analysis, Google Ads, Facebook Ads, Social Media

Platforms/Tools:
Google Analytics, Google Ads, Facebook Ads, Facebook Creator Studio, Instagram, Klaviyo, Mailchimp, Emma Mail, Google Data Studio, WordPress, YouTube, LinkedIn, Facebook, Microsoft Office