When it comes to communication, email is still the prevalent choice. This remains true whether a recipient uses a PC, mobile device or both. According to the Radicati group, there are currently 3.3 billion registered email addresses. That number is expected to grow to 4.3 billion by 2016. Here are other important email statistics:
It is imperative to have an email list in today’s market. In 2013, 56 percent of US business increased their email marketing budgets. In addition, 50 percent of US businesses portioned 20 percent of their marketing budget towards email. However, the messages need to be sent to a qualified and targeted list. Mass messaging can become a waste of time and resources. Here are a few reasons why email marketing is advantageous:
One of the issues with email marketing is your client base continues to get deluged with messages. You can’t forget that each email is a direct competitor to your own. It is not just about using information; it is about using the right information. Does your historical data give you the ability to properly recognize trends? According to a Monetate survey:
One of the keys to successful email marketing is how you retrieve and use your data. Don’t let your tools go to waste. Track clicks as well as unique opens. Leverage tools to tell you which links received the most traction. Find out which messages had the highest conversion rates. Research the types of devices your clients use. Keep in mind your mistakes and successes from the previous year, and aim to improve. Here is how you can retrieve real-time data:
Now that it is 2014, email recipients have caught on to email marketing techniques of the past. They want something new, fresh and different. People want appealing online content, and this has filtered down to email messages, as well. Sending an email with a product photo and a call to action is no longer enough. Here are ways to get their interest:
If your company has a hundred or a thousand subscribers, you would not have the budget to hire enough manpower to tend to each one. However, you can make use of automation. There are plenty of email service providers who offer it. Create a welcome series of emails for new clients. Have birthday emails sent out, perhaps with a small special offer. Send messages when a customer leaves your site without making a purchase. Email thank you notes once they do buy something. Message inactive users to re-activate their subscriptions. Additionally, you can also send messages regarding loyalty programs. Proof that automation works:
If your company has a Facebook, Pinterest, Twitter and LinkedIn page; use email to drive your customers in that direction. All of these outlets can be used to increase sales and visibility. Pinterest is also becoming much more important. In fact, the number of sales generated from Pinterest has quadrupled in the past two years. Send emails around links to your social media pages.
We do live in a mobile world. Within the past decade, sales of mobile devices have soared past PC sales. There are arguments to be made on both sides, but the data is quite straightforward. Should you optimize your email for mobile devices? Absolutely, and here’s why:
All sent emails have to be optimized for mobile. There is no longer a way around it.
People can spot spam from a mile away, and most people don’t have time for it. If your messages are considered “spammy,” you can expect a multitude of canceled subscriptions. Spam emails peaked in 2010. It is also worth noting that from 2010 to 2012, spam decreased by 21 percent. Email marketers are realizing that it just doesn’t work.
Email marketing shows no signs of deterioration. Your data can be used to determine your buyer’s habits. Furthermore email helps your business grow into a long-term, as opposed to a short-term position. In increases retention, and when used correctly, it augments sales. No one can deny that email continues to be the world’s most widely used online marketing tool. With all of this information, how are you elevating your email marketing techniques for 2014?
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