Email marketing is one of the oldest digital marketing channels around. It’s been around for decades, and at the outset, it was one of the only reliable ways to regularly get in touch with your audience. But in the intervening years, a lot of alternatives to email marketing have popped up that allow you to reach consumers daily “ from social media to paid search to geofencing.
So how effective is email marketing? Has it outlived its usefulness? Let’s dive into a few email stats to see where the platform stands, and from there I’ll share some tips to help you get the most out of your email campaigns.
1. There’s a Lot Happening with Email
There are 5.6 billion active email accounts in the world today, and 99% of consumers check their email each and every day. These two email stats alone suggest that you have a tremendous opportunity to reach a whole bunch of consumers with the platform.
How effective is email marketing? Well, nearly 60% of consumers say that an email has influenced a purchase decision they have made in the past. If you can grab readers’ attention in their inbox, your messaging can move the needle.
There are a lot of opportunities when it comes to email marketing. But how do you make your campaigns work for you?
2. Get Creative to Stand Out
The toughest thing when it comes to email marketing is getting someone to open your email in the first place. According to DMR, the average office worker gets 121 emails each day. Admittedly, email stats like this can make email marketing seem like a lost cause. But fear not, there are things you can do to show up in a crowded inbox.
Your subject line can go a long way towards getting someone to pay attention to your message. Personalization is a big factor here. That same research from DMR found that open rates on emails increased 18% when the subject line was personalized. That’s an email stat that should give you hope.
Depending on the type of business you run, adding emojis into your subject lines can also help you stand out. Adding a visual element can catch readers’ eyes in a text-laden inbox.
It’s also a good idea to A/B test a number of different subject lines. When you run a few subjects side-by-side and compare open rates, you can learn more about the kind of messaging that resonates with your audience.
3. Create a Segmented Mailing List
Another key part of creating a personalized email experience is segmenting your mailing list. Rather than blasting out the same generic message to every single contact you have, create smaller groups within your broader audience.
You can break it down by traits or behaviors. For example, if you run a shoe store, you might send emails about the latest men’s styles only to the men on your mailing list. That same shoe store could also break its list down by behavior “ for example, if you have a segment of your population that shop with you at least once a month, you might target them with special offers or priority access to new styles because of their VIP status.
Companies that segment their audience see incredible results. Email stats show that segmentation can generate as much as a 760% increase in revenue.
4. If at First You Don’t Succeed…
Sometimes it takes more than one try for your messaging to land. The first email might get lost in a crowded inbox on a particularly hectic day. The second email might be clicked on, skimmed, and then forgotten. It might not be until the third email that you break through.
It’s important not to give up on email marketing, and it’s even more important to set up a regular, consistent schedule for communication. If you continue to appear in someone’s inbox week after week, it’s likely that sooner or later they’ll click one of your messages to see what it’s about.
One thing that can make staying in regular contact a bit easier is establishing an automated campaign. These campaigns are often triggered by an action, and that action (say, subscribing to a newsletter or making a specific purchase) sets off a chain of emails, set to send on a specific schedule, that provides that customer with email communications that are tailored to their needs based on their prior actions.
Email marketing has changed a lot over the years, and while other channels of communication have entered the field, it still remains one of the most effective ways to reach your audience. When you’re smart about personalizing your messaging and targeting your campaigns at the right subsets of your broader list, you can generate great results for your company.
Looking for help getting your email marketing off the ground? Contact us today.