The Rebel’s Guide to Email Marketing, by DJ Waldow and Jason Falls, starts by asking the reader to type the phrase “email is dead” into Google to see how many results it spits out. The result? An astonishing 1.7 million search results! Based on just that number alone it would seem that email marketing for business is dead. Psych! Email is not dead. DJ and Jason provide stats that prove email is thriving and can help you grow your business.
- Everyone is doing it:
- According to a Pew Internet and American Life Project’s Generations 2010 report, 94% of people online send or read email. Wow! Not even the Super Bowl, typically the most watched T.V. program of the year, gets 9 out of 10 people to watch. (Nine out of 10 people don’t even shower daily!)
- If grandma is on YouTube, she’s definitely using email! The breakdown of email usage across age groups is very consistent:
- 96% of Millennials (ages 18 to 33)
- 94% of Generation X (ages 34 to 45)
- 91% of young Boomers (ages 46 to 55)
- 93% of Older Boomers (ages 56 to 64)
- 90% of the Silent Generation (ages 65 to 73)
- 88% of the G.I. Generation (ages 74 and up)
- Email is growing:
- According to a Radicati Group, Inc report “The total number of worldwide email accounts is expected to increase from 3.3 billion accounts in 2012 to more than 4.3 billion accounts by year-end 2016. This represents an average annual growth rate of 6% over the next four years.”
- Commercial email is the fastest growing category of email:
- A Merkle study reports that commercial emails account for 30% of all the time spent on email which is the only category of email that has been growing over the last 3 years (other categories are friends and family, work and other).
- Email will make your business money:
- The most fascinating stat of all is that, according DMA in their 2011 report, email marketing has a higher return than all other forms of marketing. For every dollar spent on email marketing the average return is more than $40! This is higher than social media, SEM, online display ads, mobile and catalog marketing. Check out the cool graph below that shows the comparison:
Email marketing helps businesses make money. It is a marketing channel that allows you to speak personally and directly market to your customers and prospects who have given you permission to send them relevant and timely content. Email is shareable, both through email and social media networks. When paired with social media, the reach is expanded and has the potential to further grow your subscriber list.
Email marketing also allows you to test, learn and improve your email marketing strategy as you go along, ultimately leading to more and more sales. Through split testing, you can create two different messages to test and see what message or offer works best with your customers. Analytics provide an understanding of email performance – measuring open rate, click-through rate and conversion rate. With the potential to grow your business, it is extremely important that you build email marketing into your business’ overall marketing plan.
Want to know if email marketing is right for your business? Give me a shout at firstname.lastname@example.org