You only have to take a look at your inbox to know that email marketing is big business. It has in fact been cited as the most trusted vehicle for driving revenue so any company that isn’t already doing it, could be missing out on huge business opportunities.
In order for email marketing to be successful, the key is to understand how it works and where it works. Below are some powerful statistics which highlight just a few of the ways this type of communication can drive sales, boost profits and crucially, strengthen relationships with your customers.
Email marketing statistics
Whilst having a social media presence is great, email is 40 times more effective at acquiring new customers compared to Facebook and Twitter. If used correctly, this inexpensive technique can quadruple sales and send your marketing ROI skyrocketing.
- According to Campaign Monitor, email marketing is officially the number one choice of marketers across the world. With a 3800% ROI, it isn’t difficult to see why this is.
- Apart from websites (35%), email marketing drives the biggest ROI with 31% of marketing experts saying that it’s their strongest channel.
- While some companies may be concerned that email marketing is over-saturated and therefore dying out, the number of emails consumers are receiving continues to grow every year. In 2016, top brands have sent out an average of 10% more emails compared to last year.
Email marketing tips
If you want your email marketing campaigns to be successful, it’s important to get them right. Simply sending out emails and hoping for the best will not yield the results you want or need. A carefully thought-out strategy can be a complete game changer however so below are some tips to help you achieve this.
- Research carried out by Experian found that in the third quarter of 2015, 54% of all email opens occurred on a mobile device or tablet. The world is increasingly going mobile and companies need to embrace this. Ensure that you’re investing in responsive templates that will automatically adjust according to the device your reader is using.
- Emails with personalised subject lines are 26% more likely to be opened. Your subject line is possibly the most important aspect of your email – it will after all be the very thing that determines whether or not someone even opens your communication.
- Transactional emails produce an average open rate of 72% and a click-through-rate of 30%. This is well above the average for non-transactional emails which have an open rate of 40.8% and a click-through rate of just 9%. Transactional emails require a customer to take an action such as resetting a password, signing up for a service or making a purchase. Spend time crafting and testing these emails and if you can personalise them based on previous buyer behaviour, you will increase your chances of success even more.
- The most common topic amongst emails that go viral is events and webinars. These are more likely to go viral than a standard email because events are social in nature and urgent because of their deadlines. Include a registration process in your email or an RSVP and your response rate will shoot up.