Email — simply tougher to get through to your customers. A lot of it gets automatically forwarded by your customer to their cell phones. Some customers set up the filtering on their phones so that newsletters, emails with images, emails with links get rejected. Hard bounced from the phone network. Did the recipient view in computer preview pane? Or are they getting so much in their inboxes that almost nothing gets opened.
The key in our experience is relevance and value … not to you but to your customer. Email is far from dead, but it is evolving and should be more tightly wound into your customer experience strategy than ever before.
A few recent stats on email performance:
- Overall unique open rate has decreased to 11.2% over the past year
- Open and click rates are the highest on Sundays
- Subject lines of 35 characters or less tend to receive 52% higher open rates
- Bounce rates can drop below 1% as mailing frequency increases
- Personalized messages get about 7% higher open rates
- 75.8% of total opens are expected in first 24 hours
These above stats from “Email Marketing Metrics” magazine. They just completed their tenth report a few months ago. You can get their entire email metrics report on their website.
According to the Direct Marketing Association, email continues to deliver the highest return on investment (ROI) of any other marketing channel, at $43.62 for each dollar spent in 2009. This figure is more than twice the ROI from Internet search advertising, which came in second at $21.85 per dollar spent.i
Forrester Research recently reported that spending on email marketing in the United States is expected to expand to $2 billion by 2014; this is an annual compound growth rate of nearly 11%.ii
A MarketingSherpa survey found that email is one of only two tactics where more marketers increased budgets than decreased budgets in 2009. The other was social media.iii