With everything that’s going on in the digital world – between the many social media platforms, messaging apps, and all sorts of other communication software – it would seem like email marketing should be on its way out. But is it?
According to the facts presented in the Communicator Email Benchmark Report, the number of emails sent in 2016 rose by 28 percent as compared to 2015. And in 2017, the average number of daily sent emails around the globe was at 269 billion. That adds up to a staggering 98+ trillion emails for the whole year. By 2021, the daily number of emails is expected to rise to 319 billion.
More importantly, the study concludes that 86 percent of professionals still consider email as their preferred means of communication. So, if email communication is only growing in popularity, how are you using it to connect with your clients, prospects, and centers of influence?
Here are five reasons why email marketing is still highly effective for reaching your target audience.
Some people may be inclined to believe that it’s the older generations that use email, and that’s not entirely untrue. In fact, over 90 percent of all US adults use email. When it comes to Millennials and teens, in particular, 73 and 68 percent respectively use email as their preferred means of communication in a professional setting. When coupled with the fact that the average deliverability rate for email is at around 98%, we can safely conclude that email is still a great way to reach a broad audience.
Knowing that nearly all adults in the U.S. use email means that all of your clients, prospects and centers of influence are using it and future generations are positioned to use it more as they progress through the years, too.
In a study conducted by Custora, it revealed that customer acquisition via email quadrupled in less than four years. That same study showed that email is great at acquiring new customers, being, in fact, 40 times more effective than social media. Facebook, Twitter, or Instagram are excellent for customer engagement and brand reputation, but they are all dwarfed by email marketing regarding sales.
What this means in practice is that social media and email work together, not that they are substitutes for each other. The awareness and engagement that social media accomplishes is a success when it drives traffic to your website to take action, or in other words, share contact information with you.
In terms of delivering the highest value for the price you pay, email marketing is one of the most inexpensive forms of marketing out there. Statistics reveal that for every dollar spent on email marketing, there is an average of $44.25 ROI. Companies that use email marketing report that 23 percent of their total sales originated from here, while 75 percent of B2B marketers see email as their “channel of choice” for distributing their content.
It Provides Great Analytics
Email marketing can create a positive feedback cycle that allows it to improve with every passing turn. With each deployed campaign, you can analyze the results, the number of open rates, click-through rates, and other such KPIs to improve the next campaign and influence its effectiveness the next time around.
Mobile devices such as smartphones or tablets are now responsible for more than half of all emails being open. Many of these devices are nearby to owners, so the sent email is seen within minutes. If back in the day, email marketing had to work around the fact that people would not see their content immediately, they no longer have to deal with that problem. In fact, 40% of all consumers said that they use their smartphones to access their mail.
In short, email marketing is not dead or dying, but quite the opposite – it’s thriving and has never been better. Fun fact: Tuesday is the best day to send an email because Tuesday is, for some reason, the day with the most opened emails. Followed by Thursdays for a second email. And if your goal is to increase engagement or click-through rates, then consider sending on Friday or Saturday!