There has always been debate about whether or not email represents a powerful digital marketing tool. As if purposely trying to prove a point, email marketing has grown and changed massively in the last few years proving itself to be a significant piece in the marketing mechanism.
However, email marketing cannot be efficient if it doesn’t follow clear objectives. Planning email campaigns without taking a look at analytics and statistics is like doing shopping in the dark. How do you know if you are on the right aisle? How do you know which products are best suited for you? How will you reach the checkout without proper guidance?
For this reason, you should always keep up with what is happening in the industry. If you haven’t had a chance to check the most updated information in email marketing, you can find the latest statistics* below:
– 95% of online consumers use email on a daily basis, checking their inbox at least once a day.
– 64% of people intending to make a purchase read their email on a mobile device; 69% of mobile users have declared that they delete emails that are not mobile-friendly.
– The top three uses of emails are: welcome emails (42%), promotional emails (54%) and newsletters (66%);
Conversely, the emails that are considered being the most effective are: mobile opt-ins (76%), birthday emails (75 %) and trade emails (74%).
– The top three metrics that should be included in email monitoring are click-through rates, conversion rates and click-to-open rates.
– Contact management (74%), campaign management (74%) and email content and design (79%) are considered to be the three most critical aspects of an email.
– Mailchimp has found that non-salesy, straightforward subject lines outperform their opposites every single time.
– Mailchimp also discovered that list quality and list frequency also play a major role in email marketing list performance.
– Salesforce has reported that a one-column layout performs best in responsive design.
– According to Hubspot, there is no all-size-fits-all approach for email length. This will depend on the purpose of your message and on your audience.
– On the same note, Mailchimp has reported that there is no perfect weekday for client response. Testing is the only way you can discover which days perform better in your case. Mailchimp has also revealed that the open rate usually hits the top between 9 am and 12 pm and slowly drops over the rest of the day.
– As you would expect, 64% of decision-makers have declared that they open an e-mail because of the subject line; they usually read only the first few lines of the email.
– 76% of emails are opened in the first two days after the email is received; however, the open rate of those emails can be lower on weekends.
– 66% of Gmail accounts are opened on mobile devices; only 19% are being opened in a web browser.
– Mobile-friendly emails are viewed in stages, thus each stage should be developed separately, like individual pieces of a puzzle.
– When it comes to mobile devices, click-based interaction shouldn’t be the only one taken into account – swipes and taps are also important.
– 7 in 10 online customers said that they actually used the coupons and discount codes from a marketing email.
– Simplicity works best when it comes to subject lines; the best performing emails are the ones in which the subject line doesn’t sell what is inside – it simply tells what the user can find inside.
As you can see, email marketing is here to stay and these statistics can be of great help when creating your email strategy. Make sure you always test your strategies and thoroughly analyse the results, as data is constantly changing; what’s working today may not work tomorrow.
If you’d like to discuss email marketing in more detail then call us on 01926 358 200 or get in touch.
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*Statistics offered by Mailchimp, Econsultancy, Salesforce and Business2community.
