Reconnect with email marketing in 2017

Posted by Sara Hawthorn

Email Marketing is 40 times more effective for new customer acquisition than Facebook or Twitter.

This may be surprising because although social media is still, in comparison to email at least, in its infancy there is an equal number of Gmail and Facebook users as of 2016. (900M in case you were wondering, 317M for Twitter.)

The effectiveness of social media, however, is laughable in comparison to email.
Employees spend a whopping 13 of their working hours per 30 hour working week in their email inbox alone and 90% of email gets delivered to the intended recipient’s inbox. Thanks to Edgerank only 2% of your Facebook followers even see your posts in their News Feed.

Well that’s Facebook, you may well argue, what about Twitter? It’s unfiltered! Well I hate to disappoint you but you are still 6 times more likely to get a click through from an email campaign than you are from a Tweet and less than 1% of that will be a sale. Thanks to the internet, consumers have instant access to what they want to buy but email marketing still generates double the number of sales than visits generated by search engines.

successul email marketing campaigns
Our open rates and CTRs are consistently higher than average.


Why businesses should be using email marketing

We’re so easily distracted by new tools and captured by the lure of the latest trends that many businesses saw the advent of social media as a free sales tool and dumped email marketing in favour of social posting. But, for smaller businesses, email marketing can be the ideal way to communicate with your audience. Even basic email marketing software like Mailchimp now offers segmentation to help you send more specific content to people on your list.

The marketing and comms industry is making a serious effort to become a lot more human and people want to see the personality behind the brand. For SMEs email marketing presents the ideal opportunity to do this, but you need to do it well.


What makes a powerful email marketing campaign?

Make it personal – using the recipient’s name in the subject line alone has a 20% increase in open rates though email opens are not important if the reader doesn’t engage with the content.

Purpose is critical. As with any marketing activity, strategy and the ability to measure impact is vital and the success of your email is dependent on being clear on what you want it to achieve. It cannot be designed or, for that matter, measured otherwise. The format is obviously important, but as 75% of email users now access via a mobile device if it doesn’t render properly or the images are not automatically enabled then this impacts the likelihood of engagement. Visuals are useful but they do not generate CTRs (click through rates) unless they are a social share button.

Speaking of which, widespread adoption of social media has heavily influenced email marketing, both from a CRM system and content perspective. Technology has evolved to offer a wider and more sophisticated range of call to actions from personalised offers with buy now buttons (81% of clicks from emails based on previous shopping habits indicated a sale) to mixed media and social shares.

The content of emails cannot be measured, so rather than craft a lengthy company newsletter, structure the content instead to offer click throughs to blogs, videos, podcasts, or other landing pages.


Have we tempted you back into the email marketing light?

If your mind has been swayed by the facts, figures and stats above and email marketing is starting to look appealing, book a consultation meeting and tell us what you’d like to achieve and we’ll tell you whether we think this option is right for your brand. You can see the results we generate for existing clients here

1. McKinsey
2. Forrester Research
3. Campaign Monitor
4. Monetate
5. TechCrunch
6. Hubspot
7. eMarketer

data marketing specialist

Lianne Marie is InFusion’s data marketing specialist. She thinks life is too short for bad email marketing campaigns.