Show Me the Money… with Email Marketing

In the simplest sense of the term, email marketing is a way of directly reaching a group of people with common interests through digital mail. Email marketing is one of the most effective forms of promotion. Typically, these emails are used to acquire new customers and encourage customer loyalty. In fact, in a recent study by Exact Target, it was learned that 77% of consumers prefer receiving permission-based communications through email. Thus, this is a more successful way of reaching customers than my direct mail or print media. Email marketing works first by gaining the attention of your future or current customer through the subject line. This must catch them in a way that peaks curiosity. Then, the content of the email should be straight forward and easy to read. Ultimately, the goal is to have the reader scroll and click through your email. My favorite CRM program, Salesforce, put together astonishing statistics showing that there is a way to reach your customer and make money by using email marketing. Take a look: The basics…

  1. Roughly half of an email list will be active – either opening or clicking on emails. (Epsilon)
  2. 27% of consumers were more likely to say their favorite companies should invest in more email. (ExactTarget)
  3. Emails that include social sharing buttons have a 158% higher click-through rate. (GetResponse)
  4. 82% of consumers open emails from companies. (Litmus)
  5. By 2016, there will be 4.3 billion email accounts. (The Radicati Group, Email Statistics Report, 2012-2016)
  6. 40% of B2B marketers rated the leads generated by email marketing as high quality. (Software Advice Survey)
  7. 72% of B2B buyers are most likely to share useful content via email. (Earnest Agency)

Why the subject line is important…

  1. 33% of email recipients open email based on subject line alone. (
  2. Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra July 2012 Report)
  3. Personalized subject lines are 22.2% more likely to be opened. (Adestra July 2012 Report)
  4. 64% of people say they open an email because of the subject line. (Chadwick Martin Bailey)

Mobile email marketing…

  1. 39% of marketers have no strategy for mobile email. (eConsultancy  2012 Email Marketing industry Census)
  2. Women click 10% more often than men on mobile emails. (Tailored Mail 2012 Email Marketing Trends)
  3. 64% of decision-makers read their email via mobile devices. (TopRankBlog)

Return on Investment…

  1. 44% of email recipients made at least one purchase last year based on a promotional email. (
  2. Monday emails had the highest revenue per email. (Experian 2012 Q4 Email Benchmark Report)
  3. Email ad revenue reached $156 million in 2012. (Interactive Advertising Bureau)
  4. For every $1 spent, $44.25 is the average return on email marketing investment. (Experian)

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