Why I Think Email Marketing is Overrated

Why I Think Email Marketing is Overrated

Let’s chat like we’re grabbing suya and venting about work. Remember when email was the shiny new toy in marketing? Everyone swore by it as the ultimate way to connect with customers—direct, personal, and oh-so-effective. But fast-forward to today, and I’m sitting here scratching my head, wondering if we’ve all been sipping a bit too much of that hype Kool-Aid. Don’t get me wrong; I’m not saying email marketing is a total dinosaur headed for extinction. But overrated? Absolutely. In this post, I’ll break down why I feel that way, backed by some real talk and numbers. Grab your brew, and let’s dive in.

The Engagement Illusion: Those Open Rates Aren’t as Rosy as They Seem

First off, let’s tackle the big elephant in the inbox: engagement. Proponents of email marketing love to tout sky-high ROI and conversion rates, but when you peel back the curtain, the basics like open rates tell a different story. Sure, some reports claim averages hovering around 42%, but dig deeper into broader data, and you’ll see figures more like 21-25% across industries. That’s barely one in four people even bothering to peek at your carefully crafted newsletter. And click-through rates? Often dipping below 5%, meaning most of those opens don’t lead anywhere meaningful.

Think about it personally—how many promotional emails do you actually open daily? For me, it’s a quick scan and delete fest unless it’s from a brand I *really* care about. In 2025, with inboxes flooded by everything from work memos to shopping deals, email just doesn’t cut through the noise like it used to. Automated emails fare better, with open rates up to 52% higher than standard blasts, but even that’s no guarantee of real interaction. It’s like throwing a party where half the guests RSVP but never show up. Overrated? You bet.

The Spam Monster: Filters, Regulations, and the Deliverability Nightmare

Ah, spam—the word that strikes fear into every marketer’s heart. Modern email providers have gotten *really* good at sniffing out anything that smells even remotely salesy. Spam filters are smarter than ever, and if your email lands in the junk folder, it’s game over. Add in strict regulations like GDPR, CAN-SPAM, and emerging state-level privacy laws, and suddenly you’re walking a tightrope just to send a simple newsletter.

I’ve seen businesses pour hours into campaigns only to watch their deliverability tank because of one too many unsubscribes or complaints. Buying lists? Forget it—that’s a fast track to blacklisting and penalties. And let’s not ignore the human side: people are fed up. One Reddit user summed it up perfectly, saying unsolicited emails just piss them off and go straight to spam, creating a net negative vibe for brands. In an era where trust is currency, risking your rep on something so prone to rejection feels like a bad bet.

Related article: Top 5 Email Marketing Tools (Free & Paid) Reviewed for 2025

Inbox Fatigue: We’re All Drowning in Digital Clutter

Picture this: You wake up, check your phone, and bam—50 new emails staring you down. Sound familiar? In 2025, the average person checks their email multiple times a day, but 58% do it first thing in the morning, often in a groggy haze where marketing messages are the last thing on their mind. Email overload is real, leading to what I call “subscriber burnout.” People unsubscribe not because they hate your brand, but because they’re overwhelmed.

Critics point out that many emails are just boring sales flyers with no real value or news, sent on rigid schedules instead of when something worthwhile happens. Poor design, lack of personalization, and irrelevant content only make it worse. It’s resource-intensive too—building a quality list, crafting mobile-friendly designs, and analyzing metrics takes time and money, yet the returns often don’t justify the hustle. Why chase diminishing returns when other channels demand less and deliver more?

There Are Fresher Fish in the Marketing Sea: Better Alternatives Await

If email’s so overrated, what’s the alternative? Glad you asked! In 2025, we’ve got options that feel more dynamic and less intrusive. Take SMS marketing—it’s direct, boasts open rates over 90%, and hits people right in their pockets without the spam stigma. Social media? Algorithms aside, organic and paid posts on platforms like Instagram or TikTok can foster real conversations and virality that email dreams of.

Then there’s content marketing via blogs, SEO, and inbound strategies—drawing people in naturally without begging for their email. Push notifications from apps offer timely nudges, while chatbots on Messenger or WhatsApp provide instant, personalized engagement. Even paid ads on Google or social platforms can target precisely without the long-term commitment of list-building. These aren’t just backups; they’re often frontrunners in conversion because they meet people where they are—scrolling, chatting, and searching—rather than invading a sacred inbox.

Conclusion: Time to Demote Email from the Throne

Look, I’m not here to bury email marketing entirely—it’s got its place for things like transactional updates or loyal fanbases. But calling it the be-all-end-all? That’s where it gets overrated. With low engagement, spam hurdles, inbox fatigue, and shiny alternatives stealing the spotlight, it’s time we rethink our strategies. Experiment with mixes, focus on value over volume, and maybe, just maybe, let email take a backseat for a change.

What do you think? Still team email, or ready to branch out? Drop your thoughts in the comments—I’d love to hear your take. Until next time, keep marketing smart!

Image source: enginemailer.com