There’s been a long discussion regarding email marketing and if it really works, and we’re here to tell you that yes, it really does. In 2020, the global email marketing market was valued at $7.5 billion and is projected to increase to $17.9 billion in 2027.
The spike of email engagement have continued to increase every year, and 91% of consumers use their email on a daily basis.
It’s has a much higher success rate than social media, and using email to acquire new customers is 40 times more effective than Facebook and Twitter combined.
So if you’re smart about it, you can create some serious impact with very little resources – studies say the average return on each dollar spent is $42. To put it in perspective that means 4,200% ROI, which is higher than any other type of marketing channel.
But there are some rules to follow to create a truly successful email campaign, so read carefully friends.
Deliverability
About 16% of all emails never make it to the receiver, and the reasons for this vary. But you can safeguard this issue by considering a few factors.
One of the biggest reasons for email bounce rates are when marketers use stale emailing lists, and the price to pay it – is bad sender reputation. A vicious circle, quite literally.
Regularly check your distribution list and remove inactive addresses.
Also make sure to email frequently and set up an email authentication to make sure your campaigns end up where they’re supposed to.
Personalisation
Although emails with personalised subject lines can boost open rates by 50%, only 2% of emails are actually personalised. Gives you a bit of a head start now, doesn’t it?
Just sending an email to the right person is a great way to success – marketers using segmented campaigns note an 760% revenue increase.
Content
Including interactive content is always a winning strategy with email marketing. By adding a video inside the email boosts click rates by 300%, and add just putting the word “video” in the subject line increases open rates by 19%.
Studies also shows that sending 3 abandoned cart emails results in 69% more orders.
Timing
Just like when posting to social media, you have to be aware of the times you actually send your emails. Research vary slightly, but come to almost the same conclusion:
The highest email open rates occurs on Tuesdays and Thursdays between 10 am to 11 am. Frequency is also a factor, so finding the balance between too many and too few is key. 80% of consumers say they want to receive marketing emails from brands they like at least once a month.
Optimisation
If you want to secure the success of your email campaign, you better know who, or rather what, you’re sending to. 55% of all emails are opened on mobile devices, and even so, 1 in 5 email campaigns are not optimised for mobile. Creating a mobile-responsive design for your emails can increase clicks by 15%.
Conclusion
Email marketing has the highest ROI out of any marketing channel out there, and is a fast growing business with huge potential for growing any business when used the correct way.
So if you focus on personalisation with interactive video content and send it on Tuesday’s at 10am, you can consider yourself the email marketing master of 2022 and beyond.
