35 Proven Email Marketing Facts to Increase Your Response Rates in 2017admin August 24, 2017 9:29 am
Are you wondering if using email is still relevant in the era of social media marketing? The short answer is: absolutely! Email still has the power to generate leads, increase conversion rates, and improve your business performance.
Email in Numbers
- 206.6 billion emails are being sent/received worldwide in 2017, which is 3% more compared to 2016
- 39% of people check email on their phone as soon as they wake up in the morning, before doing anything else
- 82% of all companies use email marketing
- Email is 40x more effective at attracting new customers than both Facebook and Twitters.
- It’s also one of the best ways to promote commercial content with 77% of consumers seeing it as the best marketing strategy.
- 72% of consumers cite emails as their number one choice in brand communication
- Email on mobile continues to grow, as evidenced by 68% open rates in 2016.
- For every $1 invested, email marketing generates an average return of $44, which makes the media ROI (return on investment) of email marketing 122%.
It is true. However, those email databases are naturally degrading by 22.5% every year. 80% of people constantly unsubscribe from emails they no longer wish to receive, and 78% of consumers have unsubscribed from emails because a brand was sending them too many of them.
So how then make the emails work in your favour and make the most of the email marketing trends in 2017?
4 Ways to Succeed in Email Marketing
1. Personalize Your Emails
One of the main reasons so many customers keep unsubscribing from email is the lack of original content and generic look of the emails. If you want your customers to actually read the information sent to them, you need to tailor the email content in a way that is engaging and relevant to your audience.
Personalized emails get 29% more unique open rates and 41% higher click-through rates, and 38% of marketers cite email personalization as their number one goal.
Personalization of emails is the most difficult challenge for 36% of marketers, so what exactly should you do if you want to make your emails more personal and engaging?
A lot of times, customers delete the promotional email before they even open them. This means that even the subject line of the email should be personalized. Make sure you come up with a catchy, attention-grabbing, and clever subject line that will intrigue your customers and prompt them to open the email expecting more engaging content.
As for the content of the email, you can make it more personal by adding personalized images and videos that you know will appeal to your customer base. It’s also a good idea to include customer names and their recent purchases within the email content. Don’t forget to use location-based personalization as well, since knowing where your subscribers live allows you to send more relevant emails.
2. Automate Your Campaigns
Your marketing strategy could benefit greatly from automated emails. 42% of companies use marketing automatization, and email marketing technology has been shown to have the highest adoption rate, being used by 82% of companies.
Automated emails are a great way to re-engage passive subscribers or customers who haven’t taken any action in a while. Email automatization can help you build a stronger relationship with your customers and, in turn, increase your sales. In 2016 alone, automated emails generated 320% more revenue.
Since 96% of website visitors aren’t ready to buy during the first visit, collecting their emails automatically before they leave is one of the most effective ways to convince your customers to make a purchase over time.
You can also use automated emails to send reminders about subscription expiration or appointments to help engage your audience and drive customer retention.
3. Prioritize Your Content
It’s crucial that your emails strike the right balance between engaging and pushy. You should also keep in mind that length plays a big part when it comes to customer engagement with its content. The ideal email is under 750 words total, while shorter text blocks of 100 to 200 words have a strong call-to-action. When it comes to the subject lines, the ones that are 61-70 characters long tend to get read the most.
Since the average reader spends no more than 51 seconds reading a newsletter after opening, it’s also important for your emails to show a balance between image size and text.
For higher conversion rates, use short, concise button copies with a clear call to action that sounds direct, urgent, and persuasive.
To determine which type of emails are performing betters and attract the majority of your audience, it’s best to use A/B testing where you send two different versions of the email to a selected group of customers and compare the results in terms of open rate, click rate, engagement level, etc. A/B testing can be used for subject line content, different lengths, choosing between copy and image, and even for determining best email delivery times.
4. Focus on Design
For content to be engaging, it also has to be visually organized in a way that will grab and retain the reader’s attention. For mobile users, this means using mobile-friendly email templates that are optimized for viewing on mobile devices. As much as 69% of mobile users delete emails that are not optimized for mobile. For desktop viewing, the email design should be kept at 550-660 px, and mobile version should be around 320 px.
When you format placement of items within the email, you’re best off following the 70:30 rule, meaning 70% text and 30% images. The position of the image is also important: successful emails use images on the left as the first thing to see and to satisfy the reader’s’ curiosity and text on the right to continue getting informed. Be careful not to use more than 2-3 content areas lying side-by-side though, since any more than that can reduce the visual effect on the readers.