Email might not be the most hyped communication method around these days, but it can still be the most effective for many marketers and it should never be overlooked. Email allows you to engage an audience, leading to increased conversions and responses. Some marketers may be tempted to reduce their emphasis on email, believing that new social communication tools would make it less relevant. While social media has grown exponentially, the effectiveness of email to develop leads, build relationships, and convert sales has endured and is here to stay. It is easy to fall back on assumptions, though, so what do the statistics tell us about email marketing?
Automated Messages Increase Engagement
Automation is one of the major benefits of email marketing. A lead can enter a sales funnel, receive a series of emails that warm them up to your product, get further emails that reduce return rates and be more receptive to further offers. Lenskold and Pedowitz Groups suggest that the use of automated messaging leads to a 133% increase in the likelihood of a customer receiving a message that matches their position in the buying cycle. Receiving a message that is timely and relevant will inevitably increase engagement.
Mobile Is Key In Email Marketing
Google reported that Gmail now has over one billion users and, according to their last public statement on the issue, 75% of these users access their email with a mobile device. Campaign Monitor also revealed that a third of all clicks in an email took place on a mobile device. This data shows that there are huge numbers of mobile users accessing email, with many of them contributing to your click-through rate.
Email Campaigns Benefit From Personalisation
In order to offer more personalisation in your emails, you need to ask for more information from your subscribers. This takes place not only on the initial signup form of a lead generation campaign, but also later on in the customer journey. For example, it is a good idea to gather and utilise data on what type of products your users have bought, so you can tailor offers that will be more relevant to them based on their purchase history. Aberdeen Group research showed that the use of email personalisation led to a 10% increase in conversions and 14% increase in click-through rate.
Segmented Email Campaigns Offer Better Results
Email marketing allows for detailed targeting, with the chance to segment lists and deliver appropriate messages. Research from DMA found that 58% of a businesses email revenue came from emails that were targeted and segmented. Generic messages to a broad list still produce results, but you can achieve more when you segment people into different groups, create specific messages tailored to each list, and avoid treating everyone in the same way.
Email Still Converts Better Than Social Media
Social media has revolutionised the internet, altering the way people communicate with each other online. The perception might be that social media has replaced email in various capacities, but they may not be in the areas that matter to marketers. A study by McKinsey found that email outperformed both Facebook and Twitter when it came to obtaining new customers. While social media sites are great for communication and customer services, they don’t always produce the same results when you are trying to find and convert leads, which is what really matters for your bottom line.
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These statistics might only tell part of the story, but it should be clear that email is not to be neglected in the hype of new media types. The rise of social media and mobile has not damaged email, with the platform adapting to new changes and remaining as relevant as it ever was.