Today’s marketers are pulling out all the stops, when it comes to marketing and reaching out to customers (including prospective ones). However, there’s one marketing method that still exists: email.
Now, while most marketing teams may try to phase out of email marketing, the truth is, you still need to consider it as part of your marketing strategy. If you believe otherwise, then read on!
In this article, we’ll explore the most important statistics on email marketing, and how it’s still vital to your marketing strategy.
- Why Email Still Matters
Essentially, email marketing is – and will always be – used in various ways. Depending on your industry, you still need email to keep in touch with your customers. In fact, MailChimp suggests that the average open rate for emails is 21.33%, while the click rate is an average of 2.62%. Therefore, there’s still a great chance that email recipients will come across your emails. And, if you want to increase your chances, you’ll have to see which emails are the most popular and why.
- Emailing Frequencies
According to WebFX, only 35% of marketers will send 2 to 3 emails monthly. In other words, there doesn’t seem to be a set number of emails to send to subscribers. Again, depending on your industry, the number of emails that you send daily (or monthly) is up to you.
However, the last thing you want is to overwhelm recipients with a lot of emails. In fact, WebFX suggests that 69% of users will unsubscribe, because a company is sending them too many emails.
Whereas, 61% of recipients are often enticed by promotional emails, and would most likely open them.
- Metrics, Deliverability, Etc.
Email metrics, according to SmartInsights, consists of the following factors:
- Open rate
- Click-through rate
- Click-to-open rate
- People who unsubscribe
Metrics can vary, depending on your country, how GDPR impacts your business, and your industry.
As for email deliverability, that’s where the crucial things happen in email marketing. Influencer Marketing Hub reported that 20.4% of emails were either seen as spam or undelivered, as of February 2020. Whereas, the average deliverability was a steady 79.6% across various email marketing platforms in that same year.
- A/B Testing Emails
The last thing you want is to send an email that might be riddled with mistakes – the wrong promo codes, typos, sending emails to the wrong people, etc. To create a good email strategy, you must A/B test all of your email campaigns.
Unfortunately, not all brands do this. Consequently, Campaign Monitor suggests that 39% of brands don’t test their emails before sending them out. A/B testing your emails allows you to spot mistakes before they happen, and it shows you how you can improve for the next email campaign.
- Automating Emails
Automation is now the norm in marketing, especially with emails. Funnel Overload reported that at least 75% of companies work with at least one marketing automation tool to get things done; and emailing is no stranger to it.
Automation can do the following for emails:
- Welcome and onboarding
- Nurture prospects
- Promote new offers as a way to re-engage customers, AND
- Personalized emails (based on occasion)
As a result, 63% of marketers are expected to increase their budgets on marketing automation going into the future.
- Using Workflows
Besides automation, workflows are also useful, when it comes to emailing.
In 2014, Software Advice had published a report that looked at how emails were effective in various companies. They found that only 7% of companies that had invested in workflow software used an email marketing program; whereas, 21% don’t use a program, but rather did the work manually.
This goes to show that the idea of utilizing workflows shouldn’t be passed up, especially with emails. While the process may be time-consuming at first, once an effective email workflow is established, you’re able to spend more time on other tasks.
While there’s no level requirement (other than knowing the basics) for implementing email marketing, there seems to be a divide on how seriously or lenient marketers take emailing. While attitudes on email marketing varies by industry, some industries are better at it than other, as shown by Campaign Monitor’s findings, as of 2020:
- Government (30.5%)
- Nonprofits (25.2%), AND
- Education (23.4%)
Despite some industries outperforming others in email marketing, emailing is – will not be – obsolete any time soon. If companies have the know-how, then they will take advantage of email marketing.
- Email Subject Line
Finally, the subject line!
While it’s something little at a glance, the subject line can play a huge role in an email. Why? Because the subject line acts as the first impression for when the recipient sees it in their email inbox. Even the most advanced of marketers believe this!
According to Convince & Convert, they found that 82% of expert marketers know to send emails with subject lines that are no more than 60 characters. You heard right! Even the number of characters that you put in your subject line matters! The truth is, email recipients are picky, when it comes to receiving emails. Optinmaster takes note of the following statistics on email recipients:
- 81% of email recipients prefer to check their emails on their smartphones, rather than do so on their tablets (21%).
- Of the 92% of adults that check their emails, 61% do so on an average day.
- 42.3% of users will delete an email if it’s not mobile-friendly. AND,
- 47% of users will open an email, because they liked what they’ve read from the subject line.
So, you see, email recipients want to see quality in their emails, if you want them to see what you have to offer. It’s a marketing move that all marketers must make to, at least, make an impact on their influence.
Based on these statistics in this quick overview, the answer is clear: Email marketing is still relevant in today’s marketing world. So, with the statistics in mind, you and your marketing team can come up with a multitude of ideas on how the company can reach out to more users, while still engaging with existing customers and or clients.