There’s a saying in marketing circles about the money being in the list and all. With the advent of social media, more options for connecting exist than ever before. In light of this, it’s easy to think that the email marketing campaign needs to go the way of the dinosaur.
Dollar for dollar, your email marketing campaign still has the best shot at returning some impressive results to you. Our research on email marketing statistics bears this fact out.
Yes, it is important to mix up your marketing channels. However, for the best results, your content marketing “mix” should include a highly targeted email campaign. This approach reinforces the influence of the other individual marketing tools you’re using.
With no further ado, here are some important takeaways that you should know about email marketing stats.
Email Marketing Still Offers the Best ROI
Let’s kick off this section with some statistics:
- The engagement rate for Twitter, Facebook, and Instagram is just 0.6%.
- The average open rate for email is almost 23%, with a click-through rate of 3.71%.
- Email’s ROI is 4,400%. That’s right. It’s four-thousand-forty-four percent. That means for every buck you spend on an email campaign, you could get back $44 in return.
- Your email has an 85% chance of reaching the subscribers/ people you send it to.
- Some people look at their emails up to 20x a day. They check their social media accounts about 10x a day on average.
Clearly, these email marketing stats show that your email list offers you the best chance for engagement and for ROI.
Unfortunately, many people are lulled into thinking that social media offers a better ROI because there are millions of people on social media. However, the fact remains that the chances of reaching those millions remains close to nil as the statistics bear out.
Segmented Campaigns Have an Even Higher ROI
This isn’t to say that other forms of content marketing can’t be a part of your marketing plan. Content marketers who employ three or more marketing channels enjoy a 250% rate of engagement. They also have a 90% higher rate of customer retention.
On the other hand, marketers who only use one channel to reach their intended audience have about a 35% customer retention rate, whereas the marketers who employ more channels see a 66% retention rate.
That said, for most marketers, the customers in question were already customers. They just engaged with a particular brand using more than one channel.
Social media and other channels offer the marketer some additional means to get feedback from their customers. Once you’ve earned a customer, giving them a choice does help your bottom line.
This, however, doesn’t mean you should forego using email altogether even though it may be tempting to believe otherwise. It’s important to interpret your email marketing statistics alongside the stats you have for other marketing channels, including but not limited to, social media channels.
Most consumers still prefer getting an email from their favorite brands above any other kinds of communication.
Why People Unsubscribe
If you’re like many marketers, you do worry about retaining your email subscribers once you have them.
This concerns most marketers. It costs you five times more money to attract a new customer than it does to retain one that you already have.
Here’s the thing. Almost 54% of all emails sent get tagged as spam. One simple way to retain more of your customers is to personalize their emails with their names so that those emails aren’t put in the spam folder.
It is additionally helpful to send content that your subscribers find useful.
Well, duh! Right? While this is logical in theory, the chasm between theory and fact is important. Only 14% of all email subscribers feel that the information they get in their inbox is of any use of them.
That’s 1 in 7 people.
This is why it’s more important than ever for you to create content that adds value to people’s email box. When you do, it’s likely that your email marketing statistics will reflect this as well.