In the age of social media, the concept of email marketing may seem dated to some, but data compiled by EveryCloud for a new infographic on email marketing statistics suggests building that list and engaging prospects the old fashioned way is still extremely effective
The Numbers Don’t Lie
Did you know that 55% of companies generate more than 10% of their sales through email, for every $1 spent on an email marketing campaign, $38 is generated in revenue, and US consumers engage with around 11 brands every day in their inbox? This might explain why 97% of businesses still use email to attempt to convert recipients into customers. Around 76% of those who subscribe to a business’ email list will indeed go on to make purchases. Those kinds of numbers cannot be ignored.
Of course, that doesn’t mean all you have to do is build a list and start spamming people. Email marketing is only effective when it’s done strategically and the recipient is genuinely interested in what a business has to offer.
According to the data, 66% of consumers remove themselves from an email list if the emails they get are not relevant to them. 72% simply delete the emails but stay subscribed. Furthermore, 69% will delete emails if they feel they receive too many. It is, therefore, important to target the right audience and not send too many marketing messages. 34% of consumers will mark marketing messages as spam by default.
How to Improve Click-throughs
To have a good click-through rate (CTR) with email marketing there is a number tried tested steps you can take.
Personalization: Consumers never want to feel like they are unimportant or just a statistic, that’s why personalizing emails can improve CTR by 14% and conversions by 10%. This might include using recipient’s name in the email and subject line and tailoring emails to their past purchases or browsing habits on your site.
Social Media: Web users are now so accustomed to social media that simply including social sharing buttons within an email will increase CTR by 158 percent.
Time: To have the most success you want to reach people when they are actually checking their emails or at a time when it means your email will be top of the queue when they do check. Research suggests Saturday is the most active day as a lot of people are off work and looking to spend. 6 AM has the highest CTR of any hour.
It’s clear from the numbers that email marketing is not going away, however, the way it is done is changing. The process is expected to get a lot more automated thanks to better software and marketers will also integrate email more tightly with other marketing channels, such as social media.
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