We heard the hype in 2013 about the death of email marketing, but we've discovered current statistics that support its thriving life. Email is working and working well. Don't believe me?
Email marketing has an ROI of 4,300%. tweet this
Companies view email marketing as a better ROI than social media, content marketing, PPC, and more. But only 4% of marketers rate their email marketing efforts as "excellent". Without giving too much away, let's kick off the new year with 33 email marketing statistics & takeaways you need to know in 2014. Happy marketing! :)
EMAIL MARKETING ROI
- Companies view email marketing as a better return on investment than PPC, content marketing, social media, offline direct marketing, affiliate marketing, online display advertising, and mobile marketing. tweet this
- Email Marketing has an ROI of 4,300%. tweet this
- 66% of in-house marketers rate email as having "excellent" or "good" ROI. tweet this
It's 2014 and it's time to take email marketing seriously. Integrate email with your overall marketing mix and consider allocating more resources to email marketing.
GENERAL EMAIL MARKETING
- Nearly two thirds of marketers rate their company email as poor or average and less than 4% rate it as "excellent". tweet this
- 91% of consumers check their email at least once a day. tweet this
- 56% of businesses say they plan to increase their use of email marketing in 2014. tweet this
- 42% of marketers use email service providers for services beyond email broadcasting. This is up 12% from 2010. tweet this
- Companies that use an email service provider are more likely to be satisfied with their email marketing than companies who do not. tweet this
- Less than half (41%) of companies are using more than half of their email system functionality, which has not improved since last year. tweet this
- In addition to broadcast email, measurement & analytics, personalization, automated campaigns, and segmentation are the popular services provided by email service providers that marketers tap into. tweet this
- Businesses are looking for deeper integration of email with other business functions. The most common barrier to integrating email with overall business strategies is disconnected systems and technologies. tweet this
- Only 8% of companies & agencies have an email marketing team. Email marketing responsibilities usually fall on one person as a part of her wider range of marketing responsibilities. tweet this
Takeaway: Develop an email marketing plan for 2014 that's fully integrated into your overall marketing mix. Create an email marketing calendar and sign up with an email service provider like ExpressPigeon that allows for integration with your current systems and technologies. Tap into your ESP's potential by exploring autoresponders, transactional email, custom integration, deep segmentation, and data collection & analysis. Consider developing an automated email campaign so you can do more work upfront and focus on other marketing to-dos in the future.
- Email is the most popular activity on smartphones among users ages 18-44. tweet this
- Over half of smartphone users grab their smartphone immediately after waking up. tweet this
- 64% of decision-makers read their email via mobile devices. tweet this
- The #1 email client for Gmail users is the iPhone's built-in mail program, with 34% of all Gmail opens. tweet this
- 32% of marketers do not have a strategy in place to optimize emails for mobile devices. tweet this.
Takeaway: Mobile is the future of email marketing. Be sure to keep mobile at the center of your email marketing plan for 2014. Begin by signing up for a mobile-friendly email service provider like ExpressPigeon. Make sure links in your emails are directed to responsive pages where readers can continue to engage via mobile. Subject lines are more important than ever.
- 66% of US online consumers, ages 15 and up made a purchase as a result of email marketing messages. tweet this
- Over 70% of mobile purchasing decisions are influenced by promotional emails. tweet this
- Over half of businesses achieve over 10% of total sales through email marketing. tweet this
Takeaway: Email marketing is a powerful sales channel. If you're an e-retailer, consider connecting with our transactional email service and don't sleep on abandoned cart emails.
- Nearly one third of email recipients open email based on subject line alone. tweet this
- Crazy subject lines generate opens but will damage subscriber relationships. If you use a subject line such as "Free booze", you better actually offer free booze. An exciting subject line that gets someone to open an email but leaves them with nothing special in return can have a negative effect on your business in the long-term. Why would a subscriber open your next email if they no longer trust you? tweet this
- Using "Alert" or "News" or "Bulletin" in subject lines significantly boosts open and click-through rates. tweet this
- Using "Daily" or "Weekly" in subject lines boosts open and click-through rates whereas "Monthly" hurts open rates and CTRs. tweet this
- Using the words "Sale" or "New" or "Video" in subject lines boost open and click-through rates. tweet this
Takeaway: The key to higher opens and click-through rates is consistency (daily or weekly), urgency (alert, news, bulletin), and special offerings (sale, new, video). Don't get sucked into using crazy subject lines unless they deliver as promised. Run A/B Split Tests for subject lines when sending emails (easy with us).
LIST & DELIVERABILITY
- Almost half of subscribers are inactive on an email list. tweet this
- Over 20% of marketing emails never make it to a subscriber's inbox. tweet this
- Email open rates are noticeably lower on weekends than on weekdays. tweet this
- Sending four emails in a month instead of one significantly increases the number of consumers opening more than one email. tweet this
- Removing subscribers who have not engaged in over a year instantly increases your deliverability rate by 3 to 5%. tweet this
- Less than 1 in 2000 subscribers mark an email as SPAM. tweet this
Takeaway: Clean out your email list every few months and avoid sending on weekends. When selecting email marketing software, make sure deliverability is solid.
TESTING & OPTIMIZATION
- Design & content is the most time-consuming email activity for marketers and it is taking away from spending time on testing & optimization. tweet this
- 17% of marketers are not tracking email marketing metrics for their organizations.n subject lines significantly tweet this
Takeaway: Consider using email marketing tools by ExpressPigeon to spend less time designing and more time on testing & optimization. Technori Founder, Seth Kravitz says, "I used to take about 30 to 45 minutes to prep and send one email and with ExpressPigeon I would say it's maybe 10 minutes or less."
- Hubspot. (2013, December 5). 18 Email Marketing Stats That'll Make You Better at Your Job. Retrieved from http://blog.hubspot.com/marketing/email-marketing-stats-list
- Econsultancy. (2013, April). Email Marketing Industry Census 2013. Retrieved from http://hosted.adestra.com/adestra/census/Email-Census-2013.pdf
- ExactTarget. (2013, August 14). 50 Email Marketing Tips and Stats for 2014. Retrieved from http://www.exacttarget.com/blog/50-email-marketing-tips-and-stats-for-2014/
- iContact. (2013). The Small and Midsize Business Email Marketing Survey 2013. Retrieved from http://www.icontact.com/static/pdf/2013-email-marketing-survey.pdf
- MarketingProfs. (2013, April 3). 7 in 10 Smartphone Owners Access Facebook via Their Device. Retrieved via http://www.marketingprofs.com/charts/2013/10459/7-in10-smartphone-owners-access-facebook-via-device
- Salesforce. (2013, July 12). 25 Mind Blowing Email Marketing Stats. Retrieved via blogs.salesforce.com/company/2013/07/email-marketing-stats.html
- Marketo. (2013). Mobile Email Marketing Tips. Retrieved via http://pages2.marketo.com/mobile-email-marketing.html
- Litmus. (2013, August 8). Gmail Opens Drop 18%: Are Tabs to Blame? Retrieved via https://litmus.com/blog/gmail-opens-drop-18-are-tabs-to-blame
- Direct Marketing Association. (2013, August 3). Saturday Stat Series: The Influence of Email Marketing Messages. Retrieved via thedma.org/2013/08/03/saturday-stat-series/
- Econsultancy. (13 May 2013). More than half of businesses achieve 10% of sales through email marketing. Retrieved via econsultancy.com/blog/62716-more-than-half-of-businesses-achieve-10-of-sales-through-email-marketing
- Yesmail Interactive. (2013). Yesmail's Email Marketing Compass: Consumer Purchase Behavior. Retrieved via www.yesmail.com/resources/whitepaper/yesmail-email-compass-purchase-behavior
- Adestra. (2013). 2013 Subject Line Analysis Report. Retrieved via www.adestra.com/resources/downloadable-reports/2013-subject-line-analysis-report/
- Econsultancy. (2013, July 31). 22% of marketing emails fail to reach the subscriber's inbox: report. Retrieved via econsultancy.com/blog/63148-22-of-marketing-emails-fail-to-reach-the-subscriber-s-inbox-report
- Econsultancy. (2013, May 9). Six case studies and infographics on the optimal time to send emails. Retrieved via econsultancy.com/blog/62688-six-case-studies-and-infographics-on-the-optimal-time-to-send-emails
- Alchemy Worx. (2013, October 24). Debunking the 7 myths of email marketing – infographic. Retrieved via www.alchemyworx.com/emailworx/2013/strategy/subject-lines/debunking-the-7-myths-of-email-marketing-–-infographic/
- MECLABS. (2013, February). Marketingsherpa Benchmark Report: 2013 Email Marketing. Retrieved via www.meclabs.com/training/misc/EXCERPT-2013-Email-Marketing-Benchmark-Report.pdf