According to the latest statistics, 83 percent of B2B marketers send out email newsletters, and there’s a good reason for that: email marketing remains one of the most effective options for B2B marketers to reach new prospects and convert current customers. Consider just some of the following statistics on email marketing that were released in mid-October. Each of them offers new ideas on how to maximize the ROI from your email marketing efforts:
#1: Personalization helps boost click-through rates by 14 percent and conversions by 10 percent
That’s right, just fine-tuning and tweaking an email before it goes out so that it’s personalized for the recipient can have a double-digit impact on how many people read it and respond to it.
#2: Compared to Facebook or Twitter, email marketing is 40 times more effective at acquiring new customers
The one aspect of email marketing that makes it so effective is the call-to-action – that little button that you’re asking people to click on within the email. It’s much harder to get that call-to-action to work on social media.
#3: Messages in emails are 5 times more likely to be seen than those on Facebook
Business decision-makers, by and large, at least scan all the emails that are sent to them before deleting them. There is such a thing as “Inbox Zero” where executives try to get their emails down to zero. But there’s no such compulsion to read every Facebook update. Facebook is seen as much more ephemeral, whereas email is not.
#4: Sending 2 emails per month will result in the highest open rates
If you thought that a weekly email newsletter was the way to go, think again. It turns out that 2 email newsletters per month are actually optimal. That’s frequent enough to remain top-of-mind, but not so frequent that people automatically click “delete” when they see your email pop up in their inbox.
#5: Email newsletter subscribers are 3 times more likely to share your content on social media
Every time a potential customer decides to opt-in to your newsletter, that’s actually going to boost your social media presence. You can think of it this way: if your content is good enough that they’re willing to open your emails, then it’s also probably good enough for them to “like” it on Facebook or “retweet” it on Twitter.
#6: A call-to-action button can boost conversions by up to 28 percent
There’s something magical about having that bright, shiny CTA button within your emails. If you’re counting on customers to click on boring text links, it’s time to re-think your strategy. Try to provide one – and only one – CTA that tells the customer the exact step you want them to take.
#7: 53 percent of emails are now opened on mobile devices
The business world is going mobile, so you absolutely have to make sure your emails can be easily read on a tiny screen. Your emails also have to be responsive, so that they appear the same across a wide range of digital devices – from laptop to smartphone to tablet.
This might be a good time to consider a trusted email marketing vendor like StreamSend that can guide you with setting up a winning email marketing campaign. These 7 tips are a good starting point – at the very least, they will give you a good idea of the questions you need to be asking.
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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.