If you’re at all like me and are on the receiving end of hundreds (for some of you maybe even thousands) of emails a day, you are far too familiar with different forms of email marketing. In my inbox, I’m constantly bombarded with newsletters, subscriptions, and of course, actual work emails. These messages add up. Still, my email is the place I go when I’m bored and need a break from what I’m doing.
As one of the oldest methods of direct customer outreach, you may think you’re too good for email marketing, or perhaps that you already know everything there is to know. We’ve compiled some data about email marketing that will show you why it's so important and will help you use it to its full potential. While the inbox is already crowded, there is still a lot of room for businesses to explore the benefits of email marketing campaigns.
1. Why Use Email Marketing
The first thing you need to know about email marketing is that it's effective. Later on, I will detail just how effective it really is, but, on a basic level, you should use email marketing because it's cheap, accessible, and successful. Think about it; almost everyone has an email. Across the world, 3.9 billion people use email daily (HubSpot). Even your grandmother probably has an email. Email addresses are also readily available across social media platforms like LinkedIn, and can even be found with little effort by different web plugins. Email marketing services can even be used by small businesses.
Most employers have their own email domain, and provide their employees with distinct work addresses. For business to business companies in particular, this is important because flooding someone’s work email isn’t considered invasive. Some might even welcome an email that takes them away from their daily work. In fact, 86% of business professionals prefer to use email when communicating about business (Wordstream). With the prevalence of smartphones, emails have even more power to reach their intended recipient wherever they may be.
The other reality is that your competition is probably already using email marketing tactics. According to Content Marketing Institute, “81% of B2B marketers say their most used form of content marketing is email newsletters” (HubSpot). Similarly, 87% of marketers use email marketing to “distribute content organically” (Oberlo). If so many companies rely on email marketing tools, it's at least worth it to give it a shot.
2. When to Send Marketing Emails
While it may seem like the time you send an email doesn’t matter, studies show that there are more effective times to send marketing content. In order to receive a response to your email, you need your prospect to open in it. According to some studies, Tuesday is the best day to send an email (Coschedule). The logic of this theory is that by Tuesday, professionals have caught up on their emails from the weekend and are ready to tackle new problems. Tuesday is also early enough in the week to catch a potential customer before the week’s burnout. The best email marketing targets thee right people at the right time.
Not only does it matter whether someone actually opens the email they receive, the mood they read it in matters a great deal as well. I don’t know about you, but I’m less likely to consider a new solution when I’m not feeling great myself. While you can’t control the mood of your prospective customer, you can do your best by considering the schedule of the person receiving your message. Coschedule found that there are a few different times that have produced the best results. Two popular times to send marketing emails were 10 am and 2 pm. At 10, people have settled into work and are ready to hear what you have to say. By 2, people may be looking towards their emails as a way to wind down and take a break from work. However, as Wordstream notes, each business is different and you may have to experiment to see what time and days work best for your company.
3. What to Include
I might be weird with this, but I’m one of those people who HATES having unread emails. (If you’re a person who always keeps thousands of unread emails, please try not to be offended). While I always open my emails, I often just click through to mark them unread. Many people don’t even open half the emails they receive. One way to get through to people who are used to ignoring their emails and flooded inbox is by personalization.
Maybe I’m naive, but I am more likely to open up an email that is addressed to me. Yes, I know that when UnderArmor says “Hey, Ryan” the CEO didn’t handpick the t-shirt they’re suggesting for me, but I still take an extra second to look at the contents. It turns out that I’m not alone. Personalized emails are opened 26% more and have been found to “deliver 6x higher transaction rates” (Campaign Monitor). According to Oberlo, emails with a personalized subject line receive a 50% higher open rate. Even simple email marketing strategies can result in effective email marketing campaigns. Clearly, personalization matters.
While it may be difficult to customize every email to each prospect, the data shows that the effort is worth it. If that level of personalization isn’t possible, there are many different marketing automations that can assist you in the process. Personalized emails can help build relationships and increase brand awareness. Marketing messages are well worth the effort.
4. How Long They Should Be
Even after you’ve accomplished the difficult task of getting your recipient to open and engage with your email, data shows that people often spend less than a minute absorbing its contents (Campaign Monitor). Knowing this, we must learn to get straight to the punch in our emails. Successful email marketing campaigns are concise and targeted.
While you may have a lot of important information to convey in your emails, Campaign Monitor has found that the shorter, the better. They place the ideal email length between 25 and 125 words. While each business and each email is specific, the idea that shorter emails convert more makes sense. People are put off by text heavy emails. Make it easy for them to read and take in your email by keeping your content quick and painless.
5. Results of Email Marketing
As important as the specifics about email marketing are, the most important thing to know about email marketing is that it works. According to some studies, for every $1 you spend on email marketing, you make $42 (Oberlo). You don’t have to be a math whiz to see that that makes sense. At the time of their study, HubSpot found that “78% of marketers [saw] an increase in email engagement over the last 12 months.” Similarly, 59% of their respondents said that marketing emails “influence their purchasing decisions” (HubSpot).
Many businesses are already using email marketing, and many businesses have come to trust and rely on email marketing for their livelihoods. As one of the most accessible and effective ways of communicating with your potential customers, email marketing demonstrates proven results. The evidence shows that both businesses and consumers agree that email marketing increases sales, and is here to stay.