Some people would like you to believe that email marketing is a thing of the past. With the influx of mobile marketing, social platforms like Twitter and Facebook, and video conferencing software, there are those who would argue that email no longer helps small business sales professionals connect with people on a daily basis.
Email marketing is more important now than ever, however, in spite of these new advances. It remains the most effective way to send short blasts of information to both personal and professional contacts, even with the presence of social media and mobile alternatives.
Still don’t believe it? Here are 20 fantastic statistics that prove just how vital a good email marketing program can be to your small business’s bottom line.
1. For every $1 spent, the average ROI is $44.25 for email marketing. (Direct Marketing Association)
As the pressure to invest in techniques like social media campaigns, SEO content marketing, and Pay-Per-Click advertising rises, the overall cost of sharing a message can become astronomical. Sometimes the least expensive choice leads to the best results, and this statistic illustrates that fact. Not only does email marketing provide some of the highest returns on investment in the marketing business, but its popularity increases every year.
2. Email open rates are the highest they have been since 2007, and are increasing every year. (Epsilon)
The idea that people don’t open emails just isn’t true. Despite advanced spam filtering and opt-in requests, consumers open more emails now than they have since 2007. As a result, your email campaign is more likely to be successful now than it has been over the last five years. By using information from sales and marketing resources, you can capitalize on this increased interaction with email marketing.
3. Emails that offer a social sharing option have a 30% higher click-through rate than those that are not socially optimized. (EcoConsultancy)
Social media is here to stay, and that means connecting your email campaign with your online presence. Giving consumers a chance to share you emails directly on their personal Facebook, Twitter, or Google+ pages will ensure that more people see your message as well as naturally increase the number of clicks you get on each campaign.
4. In North America, 75% of consumers read daily on their phones. (Google)
The increased effectiveness of email owes much to the widespread popularity of the smartphone. It has allowed consumers who previously read email only at their desks to engage with email marketing throughout the day. That’s a whopping 12.8 million people who are now getting their mail on the go, which makes mobile email optimization a crucial step for your business.
5. 63% of Americans and 41% of Europeans will automatically close an email that is not mobile-optimized. (ReturnPath)
Even with the best headline, tightest copy, and most evocative sales pitch, messages that are not mobile-optimized will continue to falter. As more people use phones as their key method for checking email and doing online business, you can’t afford to create email marketing campaigns that will be closed even before they get a chance to sell.
6. By only optimizing for image-blocking in email campaigns, ROI will increase by over 9%. (ConvinceAndConvert)
Since images are the clearest sign that an email campaign is not mobile optimized, they are where many email campaigns lose the largest number of consumers. By optimizing to include full-images in their campaigns, businesses can expect to see significant increases in the number of emails opened and click-through rates almost instantly.
7. 85% of smartphone users are reading email on iOS devices such as iPads and iPhones. (ReturnPath)
Huge amounts of research point to the importance of including small business email marketing that targets the iOS. Although it is projected that outside tablet sales will rival those of the iPad over the next two decades, iOS currently leads the market and will for a while. Coupled with the popularity of the iPhone in all its permutations, email campaigns must not only be mobile-optimized, but iOS optimized.
8. 66% of consumers have made a purchase in response to an email marketing campaign. (Direct Marketing Association)
This statistic shows that consumers don’t just open email communication, but act on it. When you are designing your email campaigns, whether large or small, always remember that clear calls to action are the difference between interest and apathy. Make sure that your emails clearly explain what consumers should do next and make it easy for them to purchase directly from the email campaign.
9. Consumers who buy products that are part of an email campaign spend an average of 138% more than other consumers. (ConvinceAndConvert)
Whether you offer a purchase link in the email or a coupon for a person-to-person sale, products that are featured or linked to email campaigns bring in more money per sale than those that don’t have the email support. In order to see benefits of this trend, it is important to create email campaigns in conjunction with in-store sales and promotions.
10. 74% of consumers would rather receive email communications from businesses than any other method. (Merckle)
Unlike other forms of small business marketing communication, email campaigns are one thing that consumers have control over. They can opt in or out at their leisure, read when it is convenient, and participate if they feel inclined. Since email marketing gives them the most power, you must entice them through humor, savings, or other incentives in order to create a long-term relationship.
11. Subject lines with fewer than 10 words had an open rate of almost 60%. (Adestra July 2012 Report)
Research has shown that an accurate and appropriate subject line plays a crucial role in your email marketing campaign work. In fact, the Adestra report showed that shorter headlines had an open rate of 58%. Instead of selling your customers in your subject line, tell them what’s in the email. This drives better results and increases the overall conversion rates of your email marketing campaign.
12. Including coupons in email campaigns increases click, open, and transactions, and increases revenue by 48% (Experien Q4 2013 Benchmark Report)
Adding a coupon increases your campaign efficacy significantly, improving click-through rates by 34% percent, transaction rates by 27%, and general revenue by almost 50%. Coupons are an interactive way to get potential customers to open and respond to calls to action, and are an integral part of a good campaign.
13. Percentage-based savings headlines are more effective than dollar-based savings. (ReturnPath)
While you can never know what a single dollar is worth to each consumer, percentages translate well, despite economic differences. While 12% will respond to a dollar-based savings headline, 14% will respond to a percentage. Consider placing a percentage incentive in the subject line of your next email campaign as a test. You’ll be surprised how well consumers respond to a clear financial benefit.
14. “Inactive” email list members (haven’t responded in six months or more) make up 20% of every campaigns revenue. (AlchemyWorx)
Although dropping inactive subscribers increases deliverability of an email campaign, always remember that inactive users make up a significant percentage of the revenue in each campaign. By using a small business CRM program, you can reactivate these users through targeted email blasts and drip campaigns. In addition, CRM software can assist you in tracking the particular keywords or headlines that are most likely to motivate these consumers to interact with your campaigns.
15. 82% of consumers open emails. (Litmus)
Many of those in the world of email marketing believe people don’t want to open emails. In fact, most of the emails that consumers receive are directly related to products they already like or lists that they have chosen to subscribe to. Because of this, they can be counted on to listen to email marketing than most other forms of direct advertising.
16. 43% of consumers mark email as spam because of the “from” name or associated email address. (ConvinceAndConvert)
Consumers are wary of spam, not just in headlines, but in “from” lines as well. This means that your business needs to have a clear presence with a reputable web address in order to even make it into the general inbox.
17. 17% of consumers open a new email account every 6 months. (ConvinceAndConvert)
Always consider that email lists are constantly in a state of change when designing your campaigns. Since so many consumers are regularly changing email accounts, you should have a clear way to update customer information about once per quarter. This can increase your deliverability rate and continue to connect with potential customers.
18. 91% of the general population report checking email at least once each day. (ExactTarget)
While mediums like banner advertising and pay-per-click campaigns are a growing element of digital marketing, email is one of the most consistent choices because of its widespread use. Even consumers who don’t have regular internet access in their home often find ways to check their email. This makes email the best way of contacting and converting potential customers.
19. Sending 4 or more emails per month doubles the number of emails that consumers open. (AlchemyWorx)
Many email marketers worry that sending too many emails will drive away customers or relegate them to the “Spam” folder. In fact, sending regular emails (such as one per week), is a good way to get more of your message heard. When they are regularly scheduled, consumers anticipate them more and rely on them to track sales, news, and other vital information.
20. 17% of email marketers don’t track or monitor the efficacy of email campaigns. (MarketingSherpa)
Despite the potential power of having an effective email marketing campaign, many businesses treat email as a second-class marketing device. To differentiate yourself from the thousands of businesses who are undervaluing this tool, ensure that your email campaigns are being developed and monitored just as carefully as your other big-ticket marketing expenses.