Email Marketing is a strategy that will never go out of
fashion. Here are 9 shocking facts that prove email marketing will continue
indefinitely.
What's up guys! It's Engaging World.
I heard from many of you who liked my articles, so I'm
back with another awesome article for your reading pleasure.
In this article, I will be sharing some awesome facts
about email marketing that all copywriters and marketers should be aware of
right now.
In the midst of all the conversations about new and
amazing ways to influence and reach customers, email still looms large in
helping buyers make a purchase decision.
The fact is, there are an estimated 3 billion active
email users right now (a number that is expected to grow even further). Well,
that number is a bit hard to quantify since some people own more than one email
account.
But whatever the metrics may be, one thing is for sure:
email is on the rise.
Definitely, other factors are required: like writing
great topic lines, knowing your target audience, and providing valuable and
relevant content. All of these are critical steps to consider in your email
marketing campaigns.
Fact 1: 24% of subscribers click on emails
based on the preview text
This is ture, it seems the subject line alone may not be
helpful in getting subscribers to read your mails.
The preheader or preview text is approximately 100
characters of email content which you can view right in your inbox, just after
the subject, without needing to open the email. It is often referred to as meta
description, it gives you the chance to summarize your mail to your readers.
In a survey, more than 1,300 American adults were asked
what they looked at first before they decide to open an email... 34% said the
subject, 42% said the name of the sender, but 24% surprisingly went for preview
text!
Though the actual number of characters depends on the
email provider or device your subscriber uses, writing a well-crafted preview
text for your emails is worthwhile.
A lot of email marketing platforms offer the feature of a
custom preview text field. If you choose not to add a preview text, the first
sentence of the email will be used as the default sentence, but if you're not
careful, it can sometimes be key text like a link to unsubscribe.
Fact 2: List segmentation raises revenue by
760%
Gone are the days of depending on "bulk" email
campaigns. Email marketing in the future will depend on behavioral emails.
There is really is no ideal length for an autoresponder
email series. 80% of your automated sales will happen in the first few weeks
after a subscriber signs up. So, though it doesn’t hurt to have a long
autoresponder series, the most important thing is to scan, tag and segment your
subscribers to make sure to personalize them and deliver intense content
depending on behavior.
So consider: Multiple ARs that are parallel, instead of
one long one.
When compared to non-split campaigns, split email
marketing campaigns realise 15% more email opens and 60% more clicks.
The fact is, 78% of consumers say that
personality-related content is a critical factor in their purchase decision.
Lack of relevance in marketing messages results in a massive 83% drop in
engagement.
· Why Your Business Needs Email Marketing
Fact 3: Engagement is increased by 73% with
interactive emails.
To have all the fun, there is no need to wait for the
landing page! You can play the game a little early inside the subscriber's
inbox to let them know about the main event.
According to science, interactive emails increases
click-through rate, by 73%.
Hence, you need to begin to think creatively about how
you can grab the attention of your subscribers or get them to make some sort of
micro-engagement in your email, rather than just linking to a sales page or
clicking a button.
Including videos, slides, animated GIFs, collapsible
menus, or accordions, can encourage engagement to a large extent in your
emails.
A creative ways to do this is by asking "yes"
or "no" questions, where each answer is a button that points to a
different content.
This not only creates early engagement, but offers a more
personalized and relevant experience for the reader.
This should not be done in excess. Always taste well and
use good judgment. Using too much media in your email won't solve all your
email problems. So always keep your content crystal clear, valuable, and
relevant.
Fact 4: Though Plain Text Emails Work Better,
People Say They Prefer HTML Emails
According to a study conducted by Hubspot, about 64% of
respondents say they prefer HTML image-based emails to plain text emails.
However, ironically, every A/B test done revealed that
emails with fewer HTML elements performed better.
They realized that HTML emails got lower open rates than
their counterparts in plain text.
This may be due to one of the following reasons:
HTML layouts may look better, but can be too busy or
commercial, while plain text layouts look more personalized.
Broken HTML images or tags not only look ugly in your
inbox, they can also be tagged as spam and also by your email provider.
In the end, nothing can beat the old plain text emails.
Let's face it, it's the closest thing these days to a handwritten romantic
letter.
This does not in any way suggest you do away with HTML
altogether. Test your audience to see what they prefer, and as an option be
sure to offer an enhanced plain text version of your email.
· Use Email Marketing Services to Increase Leads and Profit
· Your Business Can Be Successful With Email Marketing
Fact 5: 50% higher open rate is recorded for
personalized subject lines.
Keeping a personalized subject line, such as addressing
individuals by their first names, remembering their birthday, or asking about
campaign activities and previous commands goes a long way!
Show your subscribers that you're taking steps to
personalize their experience with you. It makes them feel important and
special.
Fact 6: 69% of email recipients report emails
as spam solely on the subject line.
69% of email recipients according to a report by Invesp,
will see an email as spam without even clicking on it.
In another OptinMonster survey, 54% of respondents
reported feeling scammed, cheated, or misled when they opened a promotional
email because of the subject line.
The truth is that the line between deceptive click
behavior and actual email marketing is blurring as marketers use more
irrelevant or totally irrelevant subject lines and spammers get smarter with
their messaging in an effort to stand out and get a click.
At first glance, this makes it tricky for subscribers to
tell one from another, particularly if they previously had a bad experience.
So keep your subject lines to the point and simple, be
transparent, personal, and most importantly, relevant.
Try experimenting with emojis. One study by a consumer
reporting agency, Experian, observed that email subject lines containing emojis
increased open rates by 56%. It is most likely due to the personal sentiment
they add to the message.
Fact 7: Poor looking Emails on mobile are
deleted in three seconds
Mobile devices now account for nearly 60% of email read
worldwide, according to Adestra. And if
the email isn't optimized for mobile viewing, regardless of how great the content
is... in about 70% of cases, it's probably deleted in less than three seconds!.
Suppose your audience reads your emails on mobile. Get a
responsive email template and give it a try. Ensure that any media or graphics
you use look good on a small screen.
Rather than rely solely on hyperlinks, campaign Monitor
recommends adding a call-to-action button. This is because it can be a bit
difficult to click on links on your mobile phone, particularly if you have a
big thumb.
· Email Marketing Tips That Work
· Email Marketing Tips for Small Businesses
Fact 8: 21% of permission-based emails still
get sent to the spam folder
Yes, according to a study by ReturnPath in 2015, only
around 79% of messages sent by legitimate email marketers make it to the inbox.
I think that number is much lower today.
So, in addition to writing transparent, personal, and
relevant subject lines, you need to ensure your emails are spotless when it
comes to words that trigger spam.
Spam criteria are becoming stricter and are based on a
whole set of rules, such as formatting, missing footer information, image-to-text
ratio, subject line, etc. Assessing all of these in one email gives the overall
spam score.
Before sending an email, there are many tools that can be
used to check your spam score. The only problem for copywriters is that many of
these tools require either the sender of the customer email to send a physical
TEST email, which we do not always have access to, or a feedback loop in
real-time to see if an email will "get through". So, to be fail-safe,
I like to keep handy a list of spam trigger words that I can refer to as I
write.
The good news is that with this simple but often
overlooked step added to your email composition process, you greatly increase
your chances of reaching the inbox of your subscribers and increasing the
success of your email campaigns. This will make you look like a genius before
your customers.
Fact 9: By 2020, 50% of all searches will be
done by voice
What does this mean for email marketing?
The bots are basically taking over. Thanks to the advent
of digital assistants like Amazon's Alexa, Apple's Siri, and Google, people no
longer want to read their emails.
They prefer to have their emails read out loud to them.
According to Juniper Research in the UK, by 2023 there
will be in use an estimated 8 billion digital voice assistants! There will be
more voice assistants than human beings.
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