According to a study by The Radicati Group, Inc., they reported that over 100 billion emails are sent and received per day. The popularity of email is expected to continue, and business email will account for over 132 billion emails sent and received per day by the end of 2017.
If you are not convinced you need to up your email game, consider the following statistics:
- For every $1 spent, $44.25 is the average return on email marketing investment. (Experian)
- 91% of consumers check their email daily (ExactTarget)
- Email marketing has a ROI of 4,300% (Direct Marketing Association)
- 17% of Americans create a new email address every 6 months
- 30% of subscribers change email addresses annually
- Segmented and targeted emails generate 58% of all revenue. – DMA
- Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
- Email’s ROI was 28.5% compared to 7% for direct mail. – Chief Marketer
- 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed.
What are the best practices for getting the best ROI from your email marketing campaigns?
Personalizing your email means more than using the customer’s first name in the subject line. It is time to step it up a notch and use personalization where it will help the customer and move them further into the purchasing funnel. So, a vacation rental company should send an email with similar 5br, pet friendly homes with pool to the customer who failed to book as a reminder of what is still available for the dates searched.
Personalization works both ways. Don’t send your email from NoReply@yourdomain.com or Info@yourdomain.com; instead create a persona for your brand with a real name that is monitored and responded to.
Big Data and Artificial Intelligence is going to change marketers’ ability to perform pinpoint targeting of email in the near future. Get into the mindset now. Batch and blast is dead.
Animate with Video or Gifs
Attention grabbing Gifs or video will go a long way toward increasing engagement, click through rates and ultimately closing the sale. Alternatively, reduce the load time by only featuring the video cover so readers watch the video on your site.
Ultimately, you want to send an email to the consumer that appears to be personally crafted. It should have the right message and be sent at the right time. Think about how you can fine tune your message based on actions the consumer has taken on your website, with your prior email and what products they have purchased or shown an interest in during the past.
Low Effort Experience
Double opt-in has low adoption. Customers fail to follow through between 50% to 80% of the time. Our collective need for instant gratification precludes customers willing to go to the second step before attention is diverted. Make it easy to opt in and collect fewer data points on initial contact (ie email address only for email newsletter).
Keep tabs on key performance indicators (KPI’s) like opens, clicks, spam and unsubscribes to monitor the program and continue to improve on what is working. Most times it is better to remove unengaged contacts from your list then to continue to drag your stats down. A small highly engaged list of recipients is better than a large unresponsive list. Seek to add quality contacts over time.
Since most emails are opened on mobile first (56%) make sure your design is responsive. Why alienate more than half your audience right out of the gate?
Email is not going to go away anytime soon. Make sure you are getting the most from your efforts by following the best practices and tailoring the best experience for your customers. Contact Paveya for assistance with all your digital marketing needs.