Up until the 1990s, the best way to market something was by telephone or by post, and both methods were quite expensive at that time. Email was still seen as a novelty to consumers, but as more marketers started to appear, so did the mails in the inboxes.
Today, email marketing has become a dime a dozen, enabling B2B and B2C to send highly targeted automation emails via dynamic and personalized content, while also creating new opportunities, other than social media, to reach the customers.
What makes it so popular?
Research from Dataprovider shows there are ‘over 800.000 online stores in Europe’, with over 175.000 online stores in Germany only. According to Statista, about 233 million of email users are located in the United States. A study from Radicati attests that by the end of 2020, over 3 billion people will use email. That’s almost half of the world’s population.
Now let’s dive deeper.
I think it’s fair to say that email marketing became one of the main marketing channels all over the globe.
1. More than 50% of ‘millennials’ prefer to keep in touch with brands via email
Teens love to stay connected 24/7 with their friends via social media, but when it comes to business, a 2016 study from Adestra found that younger consumers use email much more often than we think. 73% of them prefer to communicate with businesses over email, while 47% sign up to newsletters just because they are a fan of the brand. They want to feel they are kept in the loop with discounts, promos, offers or simply news.
Another fact is that about 50% of the millennials are checking their phones and inboxes first thing after waking up. So sending email marketing campaigns in the morning can one of your best assets.
2. Email marketing yields a significantly higher ROI than other marketing mediums
Investing in marketing is not an easy job, especially when we seem to have tried everything from automation ads to influencer marketing, but the results don’t seem to make a relevant difference. The cost-effectiveness of email marketing gives us the chance to maximize our ROI way better than social media does.
A 2018 study shows that 17.75% of clicked through emails ended with a purchase, while ROI kept increasing yearly.
So what are you waiting for?
3. Personalized emails drive the biggest conversion rates
According to Experian, 70% of brands don’t use their subscribers data to personalize their emails.
With all the data available out there, it’s important for email marketers to get ahead of the game and understand how their customers engage with their brand across all platforms.
According to eMarketer, 81% of online shoppers who receive emails based on previous shopping habits were likely to make a purchase as a result of a targeted email.
For example, if a customer purchased a pair of sneakers from your store, it would be in both our advantages to nurture him the next months with other sneakers styles or the ‘latest drops of the season’. This behaviour based email will make the user feel he is taken care of and will offer customer satisfaction.
When you leverage data from the right systems, like Relevon, personalization allows email marketers to create a unique experience for each and every customer.
Start including in your emails recently viewed items, recently bought items, recommended products based on your users actions and you’ll see how creating valuable content will drive sales like crazy.
Personalized subject lines, triggered emails and targeted dynamic content based on user’s behaviour are just a few of the possibilities that you can integrate in your email marketing with Relevon.
Btw, did you know that, according to Forbes, 56% of brands using an emoji in their email subject line had a higher open rate than those that did not?
4. More content shared on social media
As per Quicksprout, email subscribers are 3x times more likely to engage on social media with your brand.
Email marketers can take what’s trending on social media and bring it to their emails. They can create interactive actions like giveaways, contests that involve social media sharing.
This is definitely one of 2019 email marketing’s biggest trends to apply and follow.
PRO TIP: Make sure you keep the same visual language and design on all platforms.
5. Mobile device is the open-rate leader
Email campaigns high open-rates are the key to a successful business. As stated by Litmus, Mobile opens accounted for 46% of all email opens.
Moreover, as seen in the study made by SimilarWeb below, in 2018, 58% of site visits were from mobile devices.
Optimising for both desktop and mobile is crucial. Make sure the email looks perfect across all devices, otherwise you will be leaving a lot of money on the table.
The email industry is evolving day by day and the metrics are here to prove it.
Make sure you jump on the bandwagon and provide this vital and powerful resource for your customers.