Joined: 01 Feb 2014, 08:12
Location: California, USA
Emailing has begun to go the way of snail mail—with the ubiquity of social media sites and texting, emails begin to feel a little redundant as a form of personal communication. It’s easier and quicker to text a message to a friend than to email them and wonder when they’ll next be at their computer, and slightly slower but just as common is the option of posting to their Facebook wall or sending them a private message.
In the marketing world, advertising techniques have also shifted so there’s more emphasis on social media sites such as Facebook, Reddit, LinkedIn, etc. However, marketing directors should not underestimate the power of an email. Most people still use them on a daily basis for work, school, and for ordering things online. In fact, many people have more than one email address depending on what they use it for (I myself have four email addresses). Boyan Josic, an expert in the digital media and content creation world, has come up with 5 surprising statistics about email marketing that may convince you to look at it a little differently:
Social sharing improves CTR
Your click-through rate, or CTR, measures how likely it is that someone will actually use a link in your marketing email. Josic said, “Emails that include social sharing buttons have a 158% higher CTR.” So if you have interesting information or a good deal to share, make it easy for your customers to share it with their friends as well.
Promotions boost sales
You could probably guess that emails with special deals or coupons have higher success rates in making sales than just informational emails, but did you know just how successful they are? Almost half—44%--of email recipients will purchase something through a promotional email.
Personalized subjects and greetings catch readers’ eyes
Crafting a well-written subject line is tricky business, but when you do it right it can pay big dividends. Josic said, “33% of recipients open emails based solely on the subject line.” When your readers scroll through their emails, their eyes are already desensitized to the generic advertising gimmicks some company’s use as their subject lines. But, if you add some personalization—add the reader’s name in the subject line or email—they’re 22.2% more likely to pause and open the email. Then your content will have to do the rest. You’ll want to look for an email management system like Aweber which will automatically insert names into your emails.
Up your conversion rates with Monday emails
Do you wonder when the best time is to schedule an email to go out? Apparently, despite being the most dreaded day of the week, Monday emails have the highest conversion rates. Tuesday emails actually beat Monday emails for number of openings, though, so keep that in mind when you send out informational vs. sales emails.
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