For some reason, people want to write off email marketing. Every other article you read around the topic is telling us that email marketing is dying, and now’s the time to act. This rumor has been passed around like a game of telephone.
But is this really the truth? Email marketing is an essential part of most company’s marketing strategy, so what do we do if it really does die?
That’s the messy thing about rumors, they get started and spread like wildfire. But here’s the thing, email marketing is actually alive and thriving. In fact, if you’re thinking about dropping an email from your marketing toolbox, you’ll only be hurting yourself.
In this article, we will debunk this idea that email is no longer a top-performing marketing tactic with hard, real facts. Once you’ve seen what we have to share, you’ll agree that email still has a long life ahead of itself.
Here’s a quick look at what’s to come:
- Plain and simple, email outperforms the rest
- Add a little personalization to see even higher conversion rates
- Using an abandoned cart strategy will provide you with higher sales numbers
The Facts: Email Outperforms
First and foremost, people want to receive emails from companies they love. In fact, 72% of people identify email as their preferred communication channel. That’s a huge chunk of your customer base and a number you can’t ignore. That means that they would rather receive an email from you than a Facebook ad, a web banner, or any other marketing tactic you may be using.
Email marketing has some serious benefits. Not only do customers prefer it, but it can directly impact your ROI and increase sales in the click of a button. Sending products directly to a subscriber’s inbox allows them to make a purchase from anywhere with the help of mobile devices. Image courtesy of Marketing Land.
But outside of the personal preferences of your customers, email simply outperforms many of the other marketing tactics out there. Don’t believe us? Here are a few stats from Social Media Today around email performance that will help prove the importance of using email.
- 55% of companies generate more than 10% of sales from emails
- 76% of subscribers make purchases from email marketing
- 66% make a purchase directly after receiving a marketing email
- Trigger-based emails can help increase revenue by 50%
- Identifying frequent shoppers and re-engaging them can provide a 15% margin dollar increase
- For every $1 spent on email marketing, $38 is generated in revenue
- While direct mail ROI is only 7%, email marketing ROI is 28.5%
- 69% of shoppers are influenced by company emails and make purchases on smartphones
So there you have it. The cold hard facts about how email still outperforms many of the other marketing tactics used today. But to make the deal even sweeter, there are a number of different ways you can improve these numbers and see even more conversions — let’s take a look.
Reach Customers Anywhere, Anytime
As the world becomes more mobile, so does email marketing. Now that nearly everyone has a smartphone, email is no longer limited to desktops. That means that you can reach your customers anywhere and anytime. They could be at home checking emails, at a birthday party, or out at the store looking for a coupon — the possibilities are endless with the help of mobile devices.
More emails are now opened on mobile devices than desktops, with smartphones being the most popular. This means that people are able to send and receive emails from anywhere, not just while they are at home or in the office. Image courtesy of Marketing Land.
Although mobile is still continuing to grow, here are a few stats around mobile usage and how it pertains to email marketing.
- 70 million US consumers can access email through mobile devices
- 43% of mobile users check email four or more times per day
- 66% of emails are opened on smartphones or tablets
- Mobile usage is continuously higher throughout the day than desktops
Mobile is changing the way we market to our customers, and that is true when it comes to email marketing as well. But mobile also offers the ability to reach customers easier than ever before.
Adding Personal Touches
Personalization is a big deal in email marketing and it has the stats to prove it. But personalization doesn’t simply mean using dynamic content to put the subscriber’s name into the content. To truly be beneficial to your conversion and sale numbers, you’ll need to take it a step further with product recommendations and predictive analytics.
The ability to use personalization in your email marketing will help increase engagement and help boost revenue numbers. While it may seem like a big task to get to know your customers on a more personal level, these stats speak for themselves. Image courtesy of MarketingProfs.
It might sound like a lot of work to understand your customers on a deeper level, but the payoff is well worth the time spent. Segment your lists, identify products and promotions that would appeal to specific groups, and start sharing the content they want to see with them.
Knowing that a customer recently purchased an item is a great way to capture some of the products they are interested in from your company. A customer who was searching for or previously purchased dress pants would receive something like this to encourage them to come back and check out these similar and brand new products. Image courtesy of New York & Company Marketing.
If you’re ready to start personalizing the email experience, here are some stats around email personalization from MarketingProfs.
- 86% of companies report an increase in open rates through personalization and 75% have seen higher click-through rates
- Personalized content has 29% higher unique open rates and 41% higher unique click rates
- Targeted and personalized emails improved customer engagement rates for 74% of companies
- Open rates of personalized emails were 18.8% compared to 13.1% of non-personalized content
- Personalized emails deliver 6x higher transactional rates
When you thought the stats around email marketing couldn’t get any better, adding personalization into the mix makes an even bigger cause for the continued use of email marketing. But that’s not it — there’s more to prove email is worth your while.
Win Back Customers with Abandonment Messaging
Another great thing about email marketing is that you can bring customers back to where they left off in the shopping process. This can be done through abandonment messaging — and it’s another tactic that can bring some serious revenue increases.
You’ve likely received an abandonment email from one of the companies you’ve subscribed to. It’s the one that says “Oops, looks like you forgot something” to remind you about a product you may have looked at or added to your cart while browsing their site.
This is an example of what is sent to users who looked at this shirt previously but didn’t complete the purchase. So, the company sent a quick reminder with a discount on the product. In the end, the company was the winner in this story because they saw a major increase in ROI. Image courtesy of Listrak.
Abandoned cart rates are around 70%, meaning there is a big opportunity to bring these shoppers back to your site. That’s where abandoned cart emails come into the picture. They are a great way to gently remind someone that they loved a product but forgot it in their cart.
Abandoned cart emails can improve your
Of course, we have stats to share on how abandoned cart emails can help improve your email marketing. Consider these numbers from Codeinwp.
- Shopping cart abandonment accounts for $18 billion in lost revenue each year — abandoned cart emails help bring these sales back to your site
- An abandoned cart email sent within 24 hours can help recover 20% of sales
- 46% of abandoned cart emails are opened, 13% click into the email, and of those clicks 35% actually purchase something
- Conversion rates for abandoned carts range from 18-40%
While not every abandoned cart email will end in a sale, you’ll find that by having a defined abandoned cart strategy will positively increase your sales numbers.
The Final Result: Email is Still Alive and Well
After looking at the stats and all of the different ways that email marketing can improve your conversions, sales, and provide increased return on investment, it’s easy to see that email is not going anywhere. If you’re thinking about cutting back or eliminating email for your marketing strategy, you’d be making a big mistake.
With the direct benefits of personalization and abandoned cart reminders, an email will provide you with increased conversion and sales to meet your goals. Until another marketing tactic can outperform the impressive statistics around email, it will continue to come out on top.