Email Marketing

Why You Should Still Be Doing Email Marketing

With the rise of social media and the huge amount of high-tech marketing communication tools available today, many people mistakenly think that email marketing has had its day. However this couldn’t be further from the truth. The rules have simply changed.

Carefully executed email marketing that engages your target audience and encourages them to take action is still one of the most powerful tools you have at your disposal.

Our email marketing infographic shows why

Email Marketing Infographic

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Number crunch

  • The number of active email accounts worldwide was roughly 4.1 billion in 2014 and is expected to increase to nearly 5.6 billion towards the end of 2019[1].
  • Email is 40 times more effective at acquiring new customers than Facebook or Twitter[2].
  • 68{042dda5d1f5c697f3a978abb17935606694331aa1c9ff9015cc66ce41a4b2311} of consumers say email is their number 1 preferred channel for receiving commercial messages[3].
  • Email marketing delivers the highest ROI of any digital marketing channel. For every US $1 spent, email marketing generates about $38 in ROI[4].
  • A message is 5x more likely to be seen in email than via Facebook[5].
  • 74.4{042dda5d1f5c697f3a978abb17935606694331aa1c9ff9015cc66ce41a4b2311} of consumers expect a welcome email when they subscribe to a mailing list[6].

Benefits of email marketing

Low cost

Email marketing is extremely cost effective, particularly in New Zealand, where email subscriber volumes tend to be lower. For example MailChimp offers a free service for below 2,000 subscribers (up to 25,000 emails per month) and their monthly plans start from $30 for 2,000 subscribers. Campaign Monitor charges $59 per month to send unlimited emails to 2,500 people.

Easy to use

Most email marketing platforms are very easy to use, offering drag and drop template setup and simple list management. You can easily personalise your messages, perform split tests and analyse your email campaign data, all in an easy to use web-based interface.

Personalised

Personalisation makes your emails more relevant and effective. Emails with personalised subject lines are 26{042dda5d1f5c697f3a978abb17935606694331aa1c9ff9015cc66ce41a4b2311} more likely to be opened, and personalised emails boost click-through rates by 14{042dda5d1f5c697f3a978abb17935606694331aa1c9ff9015cc66ce41a4b2311} and increase conversion rates by 10{042dda5d1f5c697f3a978abb17935606694331aa1c9ff9015cc66ce41a4b2311}[7].

You can personalise your messages with any information you collect from your mailing list (such as name, company etc). Make your message specific to the audience’s preferences, needs or interests, as these types of emails are much more effective than generic broadcast emails.

Getting the sender name/address is also important, as you’re far more likely to have an unopened email if the recipient doesn’t recognise the sender, or considers it spam.

Measurable

With email marketing, it’s extremely easy to monitor the results of a specific campaign. Most email providers offer reports detailing open rates, click-through rates and conversions etc. Some also offer testing options (such as split testing) so you can discover insights on exactly what works best for your campaigns and where adjustments need to be made.

Proven

As the statistics show, email still out-performs other marketing channels in terms of acquisition and ROI. Marketeers still rely on EDMs to generate leads and revenue, and with mobile email users set to reach 2.2 billion by the end of 2018[5], email marketing is here to stay.

Sources

  1. StatistaNumber of active e-mail accounts worldwide from 2014 to 2019
  2. McKinsey & CompanyCustora E-Commerce Snapshot 2013
  3. Nationaal Email Onderzoek (2013) via Email is Not Dead
  4. The DMANational Client Email Report 2015
  5. The Radicati Group – Email Statistics Report, 2014-2018
  6. Mapp – Consumer Views of Email Marketing 2016
  7. Campaign MonitorThe New Rules of Email Marketing
  8. Campaign Monitor70 Email Marketing Stats You Need To Know
  9. Email MondayThe Ultimate Mobile Email Statistics Overview