Even though the Covid-19 pandemic has taken everyone by surprise, there is still a strong case to be made for email marketing, and a whole host of reasons that support making email a cornerstone of advertising efforts. Site Impact’s experts know that the best way to sell email is with the facts; the facts are definitely favorable, and several statistics highlight the benefits and perks of putting email to use even while things are uncertain.
Email consistently gives a great return on investment, no matter which study you look at. On average, in 2019, email provided an ROI of $40 for every $1 of spend. The ROI on email continues to increase, too; although Covid-19 has disrupted marketing efforts for every brand of every size, prior to that event the average was increasing to nearly $45 return on every $1 of spend. Click-through rates (CTR) also continue to increase generally--though, of course, this is impacted greatly by strategy. Brands that optimize their subject lines and content see CTRs at or above 10%, while those brands and marketers that don’t optimize see much humbler rates of engagement, between 0 and 5%. 65% of small businesses see open rates between 11 and 50%. In addition, studies have shown that email is 40 times more effective at customer acquisition than Twitter and Facebook combined. Overall, the picture is clear: email marketing continues to provide value, even during times of crisis--and as the Covid pandemic gradually comes under control, the results stand to increase for brands once more.
When it comes to email, the truism that a tool is as good as the person wielding it holds true: those marketers that stay on top of strategy get better results over those who subscribe to the older school model of blast emails. Personalization improves click-through rates by 14%, and personalized emails lead to 6x higher transaction rates compared to those that don’t feature any personalization, according to Experian. Optimizing for mobile also has important benefits: 46% of all emails are opened on mobile devices, which means that there’s a strong chance that your email will be opened on one--and it should absolutely render correctly and cleanly to give your campaign the best chance with the consumer. It’s also important to note that a study recently showed that 47% of email recipients open based solely on the subject line. When it comes to strategy, the basics hold true: targeted emails, with messages tailored to the concerns of the audience segment you are trying to convince, consistently perform.
Email marketing is one of the most consistent, valuable media for reaching out to customers no matter what industry or size of business, and the statistics back this up. When it comes to selling email options, knowing the facts goes a long way towards convincing brands of all sizes of the necessity of reaching out to their prospects using a tried and true method. Of course, Site Impact is all about continuing education in the industry and how to make the sale: contact us today to find out how we can help you to achieve your goals with email.