For most B2B marketers, email is a key component of any new campaign, helping to increase both the number of leads that go into the sales funnel and the number of final conversions. Here are 4 email marketing statistics that can help you create and design the best email marketing campaign possible:
56% of all emails are now opened on a mobile device
If you haven’t started designing for mobile, now is the time to start. According to Litmus, more than one-half of all emails are opened on mobile devices such as tablets and smartphones. By way of contrast, only 17% of all emails are now opened on the desktop. That has some immediate consequences for B2B marketers. First of all, it means shorter subject headlines as well as emails that are easier to read on a mobile device.
26% of people say their biggest problem with email is not being directed to a mobile-optimized landing page
The biggest problem, of course, is email overload. But coming in second place is dissatisfaction with where people are sent when they actually click on content in emails. This, too, has to do with the way people are interacting with email. Not only are they viewing emails on their mobile devices, they are fully expecting mobile-first experiences once they click on a link. If they are bounced to a slow-loading website, or even worse, a web page that looks absolutely atrocious on a mobile screen, they aren’t going to give you a second chance.
Personalized email messages improve click-through rates on email CTAs by 14%
One easy way to boost the performance of your emails is by personalizing them. Not just by name – but also by industry, sector, function or job title. You shouldn’t be blasting out a one-size-fits-all email to everyone on your mailing list. According to Aberdeen Group, you can boost the click-through rates on your calls-to-action by an average of 14%. Moreover, you can boost conversions by 10%.
50% of email recipients will flag your email as “spam” if they can’t easily unsubscribe at will
In today’s digital world, people expect to subscribe – and unsubscribe – at will. And they don’t want to have to hunt for the right button or click on a mix of different links. It should be very obvious how to unsubscribe. If it’s not, according to Litmus, fully half of them are going to flag your emails as “spam,” and that’s going to have follow-on consequences for all of your emails that get sent out. While the idea of people unsubscribing at will may sound terrifying, it doesn’t have to be. It will simply push you to create emails that provide real value to subscribers.
What’s particularly fascinating about the world of email marketing is that millennials actually prefer email over other forms of contact with brands. It’s an easy way to keep brands at arms length, but just close enough so that they can keep updated on new offers, deals or announcements. They don’t want their social networks being clogged up by brands, and they don’t even like the idea of getting constant alerts, updates and pings on their mobile devices.
So, even as more and more content gets pushed to mobile, email marketing is going to be more and more pervasive. That has to be a definite plus for B2B marketers everywhere.
Image: Designed by Freepik
Dane
Dane Cobain is a published author, freelance writer, book blogger, poet and (occasional) musician from High Wycombe, UK. Before going freelance, he worked as a social media marker, now specialising in writing about publishing, technology and marketing.