Email typically forms the cornerstone of how companies keep in touch with prospects, customers and clients on a regular basis. By now, sending out those emails at regular intervals may seem like a mechanical process that runs like clockwork, but there’s always room for improvement. Here are 7 amazing email statistics that might change the way you think about sending out those email newsletters:
#1: 49 percent of marketers claim email is directly linked to their business’ primary revenue source [Source: Salesforce]
This is actually an astounding statistic. What it means is that email is not just a communication tool or a brand awareness tool — it’s also a valuable sales tool. Crafting the perfect email marketing message, then, is more important than ever for companies to boost top-line revenue growth.
#2: Email is 40 times more effective than Facebook or Twitter [Source: McKinsey and Co.]
While people may obsessively check their social media accounts throughout the day, there’s still no platform that’s more effective than email in reaching prospects and customers and convincing them to take action. By some estimates, over 90 percent of people check their email daily.
#3: Emails with personalized subject lines are 26 percent more likely to be opened [Source: Campaign Monitor]
In order to convince a prospect to take action, you have to convince him or her to actually open the email. It helps considerably if the message appears to be personalized and customized just for them.
#4: Marketers have found a 760 percent increase in email revenue from segmented campaigns [Source: Campaign Monitor]
The days of the generic email “blast” are over. Different audience segments require different marketing messages. Once an audience has been segmented, a marketing message tailored specifically for that customer niche can be developed.
#5: 64 percent of decision-makers read email via mobile devices [Source: emailmonday]
Now that a majority of top business decision-makers are reading emails on their smartphones and tablets on a regular basis, you have to be smarter about what type of content they’re willing and able to consume. Videos, for example, are one way to leverage the mobile experience. Long, in-depth text newsletters may not be nearly as successful.
#6: Email marketing yields an average 4,300 percent return on investment for businesses in the United States [Source: Direct Marketing Association]
This is not a typo – email delivers a 4,300 percent ROI. Of course, email is basically free,
so it makes sense that it’s going to have an out-of-this-world ROI. Still, compared to other forms of marketing, you’re going to want to opt for marketing platforms with the highest possible ROI.
#7: If an email does not display correctly, 71.2 percent will delete it immediately [Source: Outbound Engine]
The problem here is that you don’t really know which device a user will be reading your email on. That’s why the new industry standard focuses on “responsive design,” which basically means that web content will display correctly, no matter which device it’s being viewed on. Of course, if the user is reading the email on a mobile device and the Wi-Fi connection is lousy, the design won’t matter. But the key point here is that design – not just the content – matters.
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There are now many email marketing vendors such as Freshmail that can help customize the look and feel of your email newsletters so that they achieve the desired effects. Even something as simple as changing the graphical template can transform a boring, text-heavy email into a beautiful, highly visual experience that’s great for mobile devices.
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.