Email might not be the belle of the marketing ball like social media is nowadays. But that doesn't mean it should be disqualified from marketing budgets. The tactic still works and helps marketers drive sales online, impacting the bottom line.
While researching the lay of the e-mail marketing land, CMO.com found that consumers are increasingly using their mobile devices to access e-mail. Marketers need to keep that in mind when creating e-mail campaigns. Here's what else marketers should know:
1. Marketers who add video to their e-mail campaigns see an average rise in revenue of 40 percent.
2. Thirty-six percent of mobile marketing e-mail messages are opened.
3. Twenty-seven percent of U.S. mobile users believe mobile e-mail messages are difficult to read because of incorrect layouts.
4. Three minutes of every hour U.S. Internet users spend online is spent reading or writing email.
5. Only 12 percent of newsletters use responsive design techniques to optimize their layouts for mobile devices.
6. Sixty-seven percent of U.S. smartphone owners read personal e-mail on their devices, while 38 percent read work-related messages.
7. Thirty-three percent of e-mail will be opened on mobile devices by the end of 2013.
8. Twenty-nine percent of the e-mail messages that reach a user’s inbox are newsletters–nearly the same amount as “conversational” email.
9. Thirty-seven percent of digital marketers integrate e-mail with mobile marketing tactics.
10. More than 1 in 4 e-mail messages sent by retailers in North America in the second half of 2011 were blocked or flagged as spam.
11. A whopping 354 billion corporate email messages are sent each day.
12. Twenty-four percent of U.S. adults believe they have little or no control over information they intentionally share online through activities such as online retail transactions, e-mail, or social media.
13. Twenty-one percent of email recipients report e-mail as spam, even if they know it isn’t.
14. The most effective tools in the online space to drive sales are the equivalent of online hammer and nails: e-mail marketing and search marketing--not social media.
15. Education, retail, and computer hardware/electronics are the best-performing industries in e-mail marketing