The Important Aspects of Email Marketing Your Competition is Overlooking

by | 2 minute read

Almost every con­sumer uses email. Con­sumers need email for busi­ness com­mu­ni­ca­tion, sign up for social media and oth­er accounts like health care, and it’s a great place to go to find your favorite com­pa­nies’ lat­est sales. Accord­ing to the Email Mar­ket­ing and Mar­ket­ing Automa­tion Excel­lence 2018 study con­duct­ed by GetRe­sponse and Smart Insights, it also has the best ROI of each of the nine mar­ket­ing chan­nels they researched.

Eigh­teen per­cent of busi­ness sur­vey respon­dents said that email mar­ket­ing has excel­lent ROI. Anoth­er 29% report­ed its ROI as good and 24% report­ed it as aver­age. Only 11% of respon­dents report­ed email’s ROI as poor or very poor. In fact, email’s ROI is so good that 47% of respon­dents said that their com­pa­nies plan to increase their email ad bud­get this year, while only 4% plan to decrease spend­ing.

Email was also shown to be a mas­sive dri­ving force for traf­fic on a company’s land­ing page. Email was a source of land­ing page traf­fic for 21% of the com­pa­nies sur­veyed. The next source in line is organ­ic social media with only 16% in com­par­i­son.

With all the pos­i­tiv­i­ty respon­ders show toward email mar­ket­ing, some sur­vey results are shock­ing.

Every mar­keter knows that per­son­al­iza­tion is a major part of adver­tis­ing suc­cess, espe­cial­ly in email where recip­i­ents are receiv­ing dozens of email ads every sin­gle day. How­ev­er, accord­ing to sur­vey results, 53% of respon­dents are not using any form of tar­get­ing. Each one of their recip­i­ents is receiv­ing the exact same email, regard­less of whether or not it applies to them as an indi­vid­ual. This will make your client’s emails stand out to con­sumers even more if you can encour­age them to increase their tar­get­ing strat­e­gy. Have your clients seg­ment their cus­tomers into groups based on com­mon fac­tors such as gen­der or zip­code so that their auto­mat­ed emails will seem more per­son­al­ized to the receivers.

Anoth­er alarm­ing sur­vey result that can give your clients an edge is how fre­quent­ly respon­ders have been send­ing out emails. GetRe­sponse says that to make sure emails are being seen while avoid­ing being marked as spam mail, com­pa­nies should send out no more than six emails each month. Six­teen per­cent of respon­dents send out more than that reg­u­lar­ly, 17% only send out one email a month, and 17% don’t even know how many times a month they’re send­ing emails. No more than six is the sweet spot in email mar­ket­ing. Make sure your clients know that.

Want more infor­ma­tion on email read­ers to present to your clients? Check out their pro­files in AdMall by Sales­Fu­el’s Audi­enceS­CAN.

Rachel Cagle

Rachel Cagle

Rachel is a Research Ana­lyst, spe­cial­iz­ing in audi­ence intel­li­gence, at Sales­Fu­el. She also helps to main­tain the major accounts and co-op intel­li­gence data­bas­es. As the hold­er of a Bach­e­lors degree in Eng­lish from The Ohio State Uni­ver­si­ty, Rachel helps the rest of the Sales­Fu­el team with their writ­ing needs.