For the last five to 10 years, digital marketers have predicted the demise of email marketing. Yet, in 2016, the practice is stronger than ever.
It is still very much possible to find high-quality leads and generate enquiries by deploying an email marketing strategy. The continuing evolution of email and the numerous ways businesses can mould their email marketing to suit their audience helps with this.
According to the latest figures, smartphones are the most common platform on which to open emails, with 27% of all users using only their phone to read emails.
The inbox has also become more visual, with clients more likely to open and act upon an email if there are images included. The creation of a dedicated “Promotions” box on Gmail and other email servers, means audiences are more likely to read these emails at a time that suits them, rather than marketing emails ‘pestering’ them in their general inbox.
Regardless of whether or not people open each marketing email, email remains the number one way to keep customers informed about the latest news, sales and developments from companies.
In comparison to many other forms of digital marketing, such as pay-per-click campaigns and social media advertising, email marketing remains relatively cheap, and if done correctly, can be highly efficient.
The three top email marketing facts of 2015
- According to the most recent sign-up to email study, 24.8% of all B2B emails sent as part of a campaign were opened.
- In 2015, across the UK, there was a 2.8% increase in replies to email marketing campaigns from recipients.
- Emails opened on mobile phones rose by 4% from 24% to 28% in 2015, with emails also being opened more frequently on tablet devices.
While some marketers may believe that email marketing is a thing of the past, the tool can be one of your key weapons to efficiently grow and retain your customer base. For more information on how we can help you improve your email marketing and overall digital strategy, contact us today.