We’re still obsessed with email. Even if spray-and-pray email marketing is (thankfully) on life support, email is still the boss, the most ubiquitous form of communication and the most effective channel to market to existing customers and reach prospects.

The stats bear it out. According to a 2018 Radicati Group study, there will be more than 3.8 billion email users before the start of 2019, more than 100 million more than last year. By 2023, the number of business and consumer email users with top 4 billion. And, by 2022, the total number of business and consumer emails sent and received per day will jump about 20 percent to 300 million.

Despite the daunting numbers, it’s not a love affair between users and email. In an Adobe survey of 400 email users, roughly half said they prefer brands to contact them by email, more than double that of direct mail and nearly six times more than social media. But most say that fewer than one in four emails are interesting enough for them to open. On the other hand, emails with personalized subject lines are 26% more likely to be opened, another study found.

From Campaign Monitor’s 2018 Email Marketing Industry Report surveying 200 marketers and 25 experts comes these findings:

  • 39% of marketers never personalize their emails, while 21% never use segmentation.
  • 53% of marketers never A/B test their emails (subject lines, CTAs, or send times)
  • 51% haven’t started automating, even for a welcome email.
  • 58% said generating sales or leads are the most important indicator of success
  • 34% said building engagement is the most important.
  • 53% of emails are opened on mobile devices.
  • 23% of readers who open an email on a mobile device open it again later.

The bottom line? Next time you read somewhere that email marketing is dead or that new channels are pushing it aside, it’s not marketers who are sounding its death knell. Email is still one of the highest performing channels available to marketers.


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