As marketers, we are often asked what is the future of email marketing and is it still relevant in 2018? The short answer is yes. It is quite simple really, email marketing is a vital and an effective communications channel in most marketing strategies.
That brings us to the next question, how much value does it really bring to your business? Email can be really cost-effective to set up and implement which makes for really impressive return on investment (ROI). If you use marketing automation software as your main sending tool and make your emails smart, you will really see your ROI rise long term. DMAs latest email tracker indicates that email receives 30 times ROI on average.
Let’s take a short journey through how email marketing has evolved over the years cause let’s be real can you imagine a life without email?
1971 – First email sent in history.
1978 – First mass email blast sent. Gary Thuerk, the marketing manager at Digital Equipment Corp, sent a mass email blast promoting DEC machines to 400 users via Arpanet. The promotion email worked, as it resulted in R175 million worth of sales.
1996 – Hotmail launched the first free web-based email service. Hotmail was founded by Sabeer Bhatia and Jack Smith. The name “Hotmail” was included the letters HTML (HoTMaiL).
2003 – CAN-SPAM Act Signed Into Law in the United States. By the early 2000s, spam was becoming a huge problem for everyone. In 2003, President George W. Bush signed the CAN-SPAM into law, as part of a nationwide effort to fight the flood of unsolicited emails.
Present Day – The Email Marketing Renaissance. Permission-based marketing, also known as inbound marketing, has shifted the way marketers and consumers relate to one another. Email plays an important role in the inbound buyer’s journey. By keeping in touch with interested prospects via email, you can help build a relationship and pull leads closer to a conversion.
Now that we understand where email marketing started and where it is going, let’s take a look at some stats that will help you to plan your email marketing campaigns:
- As of 2017, there are 3.7 billion global email users. This number is predicted to grow to 4.1 billion users by 2021. Statista
- Email is the third most influential source of information for B2B audiences. WordStream
- 86% of professionals prefer to use email when communicating for business purposes. HubSpot
- 89% of marketers said that email was their primary channel for lead generation. Mailigen
- Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search. DMA and Demand Metric
- More than 21% of all messages are opened within the first hour of sending. GetResponse
- Mobile email will account for 20 to 75% of email opens, depending on your target audience, product, and email type. eMailmonday
The list can go on and on, but you should get the point by now. Email marketing is crucial to the success of your campaigns.
Once you have the software nailed down, the next and most vital step is saying the right things in your mail. Email marketing should never feel like spam – ever. Getting this right is an art, here are a few pointers you need to know in order to get the best results from your campaigns:
Permission: If you are looking to execute a successful email marketing campaign, you need to get permission. Meaning you’ll want to email prospects who have opted in or indicated their interest in learning more about your company. This could be website visitors who fill out a form to download content or subscribes to your blog or newsletter.
Personalisation: In 2018, personalisation in email marketing is no longer optional. Sending an impersonal email will send you straight to the spam folder and cripple your deliverability. We live in a world where everything is customisable to our preferences, and if you want to succeed, you have to hop on the train or you will miss out.
Segmentation: This is critical to the success of your campaign. According to MailChimp’s latest data, segmented email marketing campaigns get 14.64% more email opens and 59.99% more clicks compared to non-segmented campaigns. The point of segmentation is to make sure that the content you’re delivering to your recipients is relevant, useful, and worthy of their time.
Like most things in the marketing industry, email marketing trends are constantly changing. If you are keen on learning how you can stay in the loop and implement email marketing as part of your inbound marketing strategy, drop us a mail and we will make the rest happen.
Over and out,
The Humans of HokaHey!