Email marketing doesn’t have the best public image at the moment, a reputation built by studies questioning its usefulness. Yet despite the negative feelings about its relevance, email marketing is still the preferred channel for generating high-value leads (State of Marketing Measurement Survey Report 2014). Email marketing isn’t going anywhere, and here’s why:
- Worldwide, there were 3.6 billion email accounts in 2013. By 2016, that number will reach 4.3 billion (The Radicati Group, Email Statistics Report, 2012-2016)
- 91% of consumers reported checking their email at least once a day (ExactTarget)
- 66% of consumers have made a purchase online as a result of an email marketing message (Direct Marketing Association)
- 76% of emails are opened within the first two days after an email is sent (Alchemy Worx)
- Email is the preferred method of commercial communication by 74% of all online adults and is preferred over direct mail by a margin of nearly five to one (Merkle)
- 64% of people say they open an email because of the subject line (Chadwick Martin Bailey)
- 7 in 10 people say they used a coupon or discount from a marketing email in the prior week (2012 Blue Kangaroo Study)
- 82% of consumers open emails from companies (Litmus)
- Email marketing has an ROI of 4,300% (Direct Marketing Association)
Marketers tend to get a lot of backlash against the commercial emails they send, but it’s a simple matter of fact that email marketing works. It may feel impersonal, but there are a few tricks to fix that.
Make Your Email Marketing More Effective
Personalizing your emails with the receivers name and content tailored specifically to them adds a nice touch. Marketing automation technologies have made this significantly easier to accomplish and the results are drastic. Personalization in emails leads to drastic increases in opens, click through rates, and conversions.
Adding click to call numbers gives the reader of your email an opportunity to call your company and engage in a live conversation. With the dramatic increase of email opens via smartphones, it is becoming more important then ever to give the readers of your email an easy way to call you. BIA/Kelsey reports that inbound phone leads are 10 times more likely to convert than leads that only click on a link. You don’t want to miss out on the benefits of adding click to call numbers in your emails.
Email marketing is only growing in popularity; learn how to get more out of your email campaigns by downloading our free white paper, the Definitive Guide to Call Tracking for Email Marketing.
