Regardless of your employment status, gender or age, on weekdays before you get up, you probably read an email. This morning, you probably did so.
By now, content marketers should know that an email marketing strategy is vital for all brands. Hence, if you're in any way hesitant to do so, here are some up-to-date facts and figures that can help motivate you and your team focus on email campaigns and keep you on track.
Email Marketing Statistics and Facts
1. People actually check their mail box.
According to Internet Live stats, around 936,740 legit emails are sent worldwide every second.
To be successful, you need to focus on an email marketing design that is well-executed. If you're still working on it and you are looking for free logos or a quick logo design together with other branding, take a look at the design tools and templates offered by email marketing services, or use online builders. In this way you save plenty of time that can be used for research.
It is well known that people read their emails, but that does not imply that they read everything or have time to go through a lengthy newsletter.
As for the written content itself, keep it conversational and around 300 to 500 words so people actually read your message, rather than just scrolling down to get to the gist.
If your emails are very long, they probably not be read.
2. Newsletters increase customer loyalty
Learning to master email marketing tools will increase conversion rates and sales, and the numbers show that you should create a very good newsletter, particularly if you are starting a new brand.
According to Dave Pell, newsletters are immortal, although they have died and come back a few times in the last few decades. He mentioned a few reasons, and the main one is that email is personal, you're penetrating the restricted space of someone else –their own inbox.
It is very important that every email show that you took time to write thoughtful content and explain briefly the benefits of purchasing your products and, if possible, additional benefits for email subscribers.
One reason why email marketing strategies have succeeded so far is that consumers still desire a connection with brands, and at best, will voluntarily sign up for valuable content via email marketing.
According to market trends, consumer goods and retail, banking, financial and insurance services, hospitality and travel are the top industries that adopt email marketing.
4. The customer retention rates are the highest
Marketers have considered email to be the most effective channel for many years for retention, awareness, acquisition, and conversion. Today email has the greatest rate for retaining customers. 81% of small businesses still make use of email as their main channel for getting customers according to Emarsys. The customer retention rate for email marketing is at 80%.
75% of Gen Z and Millennials are expected to maintain brand engagement based on past interactions over the next few years, according to Salesforce Trends.
Remember that not only can you keep your customers, you can win them back if for any reason they abandon your marketing campaign.
Strive to enhance and enrich email content around holidays and particularly Black Fridays. Black Friday offers are said to have the highest recall rates, also known as customer reactivation; according to the figures, compared to the rest of the year, requests for restoration increased by 106% on that date.
5. Email has the greatest reach
The number of emails sent and received per day worldwide from 2016 to 2022 is in billions.
Are you aware that email is the broadest marketing channel there is? As of 2018, there are more than 3.8 billion email users worldwide and the figure is expected to rise to around 4 billion users by 2023.
Well, if that isn't surprising enough to make plans to reach your customers through email, it is estimated that email marketing will continue to grow through 2022, with the market size reaching $690 million.
6. Email marketing has the highest ROI rate
More than any other digital marketing channel, research has shown that email marketing campaigns have higher return on investment (ROI).
According to the Data and Marketing Association, the ROI for email marketing exceeds £42 per one pound, a figure that's up from the previous figures in 2017.
Additionally, a 2018 census by Econsultancy shows that 74% of businesses rate the email marketing channel and recognize that this strategy generates good or excellent ROI for their business.
7. Email increases sales on the internet
The best day to send emails is the first day of the month, according to Omnisend.
According to Omnisend, an ecommerce marketing automation platform, delivering 3 automated mails could result in about 90% more orders online when compared to single mails.
According to estimates, 81% of online shoppers in the US are more likely to shop either in stores or online based on what they read in an email. Consumers love email rewards, such as receiving a special offer, an exclusive online prize, or a redeemable coupon.
8. E-mail enables immediate contact with the US market
According to statistics, 28% of American adults admit to being online all the time.
According to press release from Market Watch, the United States has the largest market share in the global market for email marketing. This is the key to successful strategy for email marketing.
In fact, forecast data for eMarketer's 2019 suggests that by 37.2% of the US digital advertising market will be owned by Google, 8% by Amazon, and 22.1% by Facebook.
9. Email marketing is mobile and versatile
An email marketing campaign, when done right and optimized for responsiveness, is engaging, draws attention and has positive responses that eventually translate into sales.
Depending on the content you manage and the needs of your brand, 53% of emails are opened on mobile devices. You can include featured videos, images, or videos created with tools like slideshow maker in your email marketing.
Give close attention to responsiveness and that videos are optimized to correctly display on mobile devices. Visitors will look elsewhere if this is not done. According to a study by Scientia Mobile and Google, 53% of consumers ignore content that doesn't appear quickly enough, and all your efforts so far will be worthless.
However, graphic versatility needs to be paired with well-written subject lines and copy. Email subject lines need to be short since a lot of people read on their tablets or phones.
10. Email has the lowest CPA
Email has the lowest cost per action. It has the lowest average CPA. On the other hand, direct mail has the highest CPA averaging $26.40.
Email has the lowest average acquisition cost (CPA) of about $10 in comparison with direct mail - $31, social media- $20, online display ads- $25 U.S. dollar, and paid search: $16.
This is important to your strategy because most brands want to hit the biggest numbers with fewer resources as possible.
11. Email is the preferred platform for digital marketing
Email marketing is moving towards interactive content creation and personalization, so says eTargetMedia.
This implies that information does not go in one direction, but arrives in a timely manner and consumers have the opportunity to take surveys, book something, watch videos or follow brands on social networks. Accenture research revealed that 91% of customers prefer brands who remember who they are, identify their interests and offer recommendations which are personalized to them.
On the other hand, you have to consider that 25% of consumers are annoyed by overly personalized content, according an Adobe Brand Content Survey. Hence, there has to be a balance and a very well thought-out concrete goal.
Remember that the email inbox is the source that users have 100% control over, and once they mark your emails as spam or unsubscribe, you're out.
"Email is dead" headlines come and go as users get excited about modern social media platforms or new technology, however, remember that email has survived many of them too. Think back to the first time you created your personal email address. Years have gone by and you are still subscribing to new services, checking your mail box, and will continue to do so for a long time.
As a marketer, the challenge now lies in adapting an email marketing campaign to new users and current trends.