Over 60% of Marketers Rank Email as the top ROI Generator
Despite growing numbers of new marketing technologies, email marketing is still leading the game. According to the Campaigner Email Marketing Customer Survey Report, 60% of marketers rank email as the leading digital channel for generating marketing ROI.
Other top findings from the report include:
- Only 10% of businesses believe new technology innovations will impact their 2015 marketing strategies, 36% reported it will not impact their strategies, and 39% are still researching new technologies.
- In 2015, 76% of marketers plan to invest in email marketing and 33% plan to invest in social media.
- 53 percent of respondents report that higher click-through rates and email interaction are the number one email marketing priorities for 2015.
According to another study compiled by shopping and comparison website, Give us you Live, 64% of consumers are likely to stop what they are doing to click an email from a retailer. The study also revealed that email marketing tempts more on-line shoppers than social media and advertising, which each only engaged 10% of shoppers.
Just how effective is email marketing?
Very! Consumers who receive email marketing spend 83% more when shopping. Their orders are also 44% larger and they order 28% more often. And the investment is well worth it - the average return on email marketing investments is $44.25 for every dollar spent.
How to Improve Your Email Marketing
Here are 3 tips to improve your email marketing strategy to send targeted emails that convert.
1. Integrate Your Data
Customers are rich resources of information who are interacting with your company across multiple channels. Data must be collected, cleansed and integrated across channels to establish a clear, 360-degree view. With a rich understanding of your customers, you can send highly relevant and personalized emails.
2. Segment Your Customers
Remember, your customers don’t want to receive every email offer you have. The top reasons people cite for unsubscribing from email lists are because emails came too frequent and the content wasn’t relevant. To avoid a deluge of unsubscribes, segment your customers into groups based on similar traits. In addition to demographics such as age and gender, consider other characteristics such as product usage, frequency of purchase, lifestyles, hobbies, values, and their position in the sales cycle.
3. Optimize for Mobile
Mobile technology is continuing to rise. Smartphone and tablets are integrated into our everyday lives when shopping, researching, and communicating.
According to Pew Research:
- 90% of American adults have a cell phone
- 58% of American adults have a smartphone
- 32% of American adults own an e-reader
- 42% of American adults own a tablet computer
Optimizing email for mobile technologies is more important than ever. Clean and simple is the key for mobile messages. Too many images will take longer to load and will clutter your design. Be sure you are also using responsive email templates designed to fit automatically on any size screen. There’s nothing more frustrating for an “on-the-go” user who is checking email on mobile and the message doesn’t render correctly.
The potential for increasing sales through email marketing is huge. Email marketing can be very successful when executed correctly. Just ask the 60% of marketers who are using email as their top generator of marketing ROI.