Email Marketing is Not Dead. It's Just Time to Revive your Strategy.
Email marketing is not dead. Or dying for that matter. In fact, it remains one of the most pervasive forms of communication for businesses and consumers. The average person sends and receives 121 emails a day, a number that’s anticipated to grow to 140 by 2018.
So, why does the myth that email marketing is dead permeate many marketing circles? Maybe it’s because there’s just too much. We’re inundated with email. More than 200 million emails are sent every minute of every day. That’s a lot of email, and nearly 50% of it is marked as spam.
When it comes to email marketing, it’s not a question of its livelihood. Rather, it’s about whether companies are using it correctly to communicate with customers. Here are three things you should keep in mind to ensure you’re getting the most from email marketing - and not ending up in the spam folder.
1) Provide relevant information
More than 72% of consumers say they prefer companies communicate with them via email. However, they expect information that’s relevant and timely. Focus your energy on creating content that your audience will appreciate and trust. Here are a few tips to creating relevant content:
Provide dynamic, personalized offerings based on shoppers’ interests. Nearly 81% of online shoppers are more likely to make additional purchases, either online or in store, as a result of emails based on previous shopping behaviors and preferences.
Offer timely promotions and sales. Email marketing was the biggest marketing channel for Black Friday in 2015, driving more than 25% of all online purchases
Provide friendly abandoned cart reminders. More than half of shoppers who ever left an item in an online shopping cart say reminder emails are helpful.
2) Send at the right time
Timing is everything. Though 91% of consumers say they like to receive promotional emails from companies with which they do business, they don’t want to be overwhelmed. Here are a few statistics to keep in mind when scheduling your email campaigns:
Most shoppers (86%) would like to receive promotional emails at least monthly, and 61% at least weekly.
About 15% of consumers would like to receive promotional emails daily, 10% would prefer twice a week, and 36% weekly.
3) Continue to evolve
Monitor, measure, and continue to evolve your email marketing strategy to best suit shoppers’ preferences. Nearly half of shoppers who want to receive promotional emails would like to change them. Provide a forum for feedback, and test and tweak your campaigns to drive higher engagement.
Almost a third (28%) of shoppers say they’d like to receive more promotional emails, and 20% say they would like to receive fewer
Nearly a third (29%) of consumers say they would prefer more personalized emails
More than a third (31%) of shoppers would like companies to change the length of their emails, with 30% reporting they would like shorter emails versus one percent preferring them to be longer
Don’t believe that all email marketing is dead. Personalized, well-planned, and strategic email marketing is alive and well, and provides ample opportunity.