Understanding E-Mail Marketing with Statistics
In previous articles, we examined various ways in which you can improve communications with your e-mail practices as well as offering a breakdown of how you can better use e-mail marketing.
Salesforce presented a breakdown of e-mail marketing statistics. If we consider the statistics and examine the numbers based on their report, we can also learn about the ways in which we can better understand e-mail marketing.
It’s being reported that there will be 4.3 billion email accounts by 2016. It’s also been suggested that in 2013, 84% of all e-mail traffic was spam. So, before you start firing off random e-mails, you may want to put some thought into it based on these facts below.
44% of e-mail recipients make at least one purchase based on a promotional e-mail.
This is surprising if only because it’s every company’s hope and it’s true. The fact that a little less than half of e-mail recipients are making at least one purchase via an e-mail suggests that the tactic works. The great thing about e-mails is that you could potentially connect with a consumer who is interested in your product, but just hasn’t had the time to visit your website or has simply forgotten. In this sense, e-mails serve as a reminder of what’s new with you.
The subject lines that contained the words “money,” “revenue” and “profit” performed best for B2B companies.
This is another one that should reaffirm your beliefs. This circles back and connects with the success of SEO. The use of strong keywords definitely leave an impression and connect to the wider audience. These words likely have a strong success rate because of their directness. It’s what the e-mail recipients in the market are interested in, so it’s no surprise that it’s so effective.
64% of people say they open an e-mail because of the subject line.
There are two things that you probably do when you receive an e-mail; check the sender and the subject line. It’s important that your subject line accurately describes what your e-mail is about. It’s also crucial so that it’s easily accessible on the part of the consumer if they want to search back and find a particular e-mail. The subject line is everything. It’s an introduction to the content of what’s inside. If the e-mail reads like spam, it’ll likely be ignored. In fact, it’ll likely hit the Spam folder during processing. So, make sure your subject line is concise and relevant. The real question, however, is how many people open an e-mail that has a “No Subject” line? None?
39% of marketers have no strategy for mobile e-mail.
That’s a surprising number considering how many people receive, read and respond to their e-mails on their phones. It’s important to understand that mobile, in general, is very different from desktop. Facebook long had difficulties adjusting to the mobile format and that’s because it’s a different medium entirely. The internet reads differently on your phone and, similarly, e-mails are formatted in an entirely different style as well. If you use embedded pictures in your e-mails, for instance, consider how they’ll look on a mobile screen. If an e-mail doesn’t load properly or doesn’t look right, it’s unlikely that consumers will be forgiving.
Monday e-mails had the highest revenue per e-mail.
This is a no-brainer, but needs reminding. Monday is when we go back to the grind — not just physically, but mentally. In fact, people may “check out” by Thursday or Friday, and leave off checking their e-mails or responding to them until Monday. So, with that said, sending an e-mail Friday afternoon is probably not the best time to connect to the widest audience possible. This means you should always be mindful of when you are planning on sending out your e-mails — whether it’s the day of the week or time of day.
Citations:
Salesforce: https://www.salesforce.com/blog/2013/07/email-marketing-stats.html
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