By Richard Buss
As a professional email marketer, your job is to use your platform to increase the return on investment of your marketing efforts. Email marketing outperforms other types, delivering an ROI of $38 for every $1 spent, so incorporating email as a major part of your marketing plan is a no-brainer.
Still not convinced? Check out these facts and figures.
Ninety-two percent of all adults use email, and 61 percent of them use email daily. While the number of new internet users has leveled off, the number of new smartphone owners continues to increase by 20 percent each year. (source: Radicati)
Mobile is getting bigger and bigger. Nearly 53 percent of all email is opened on mobile devices. Gmail reports 75 percent of its users open emails on mobile devices. (source: Gmail)
Email opens on mobile phones have seen a 30-percent increase since 2011. Eighty-eight percent of smartphone users check email on their phones. (source: Pew Internet)
Twenty-three percent of mobile users will open an email on their mobile device and then open it again later on a desktop PC. (source: Marketing Sherpa)
In 2016, one out of three email click-throughs came from a mobile device. (source: Smart Insights)
Personalized subject lines increase click-through rates by 15 percent and conversions by 12 percent. (source: Marketing Land)
Consumers prefer to receive promotional messages via email instead of on social media: 72 percent prefer email, compared to 17 percent for social media. (source: Marketing Sherpa)
Email campaigns are 40 times more effective at new-customer acquisition than Facebook or Twitter. (source: Smart Insights)
Email campaigns achieve a click-through rate six times higher than Twitter tweets. People are twice as likely to sign up for your email list as they are to interact with you on Facebook. (source: Forrester Research)
Once a customer buys from you, they are 80-percent more likely to buy from you again if you reach out to them with email. (source: Marketing Land)
Email marketing is used by 82 percent of marketing companies. (source: eMarketer.com)
Conversion rates for email are 66 percent — higher than for social marketing, direct mail and other means of contact. (source: Smart Insights)
Richard Buss is the senior account manager for YNOT Mail and director of products and services for YNOT Group LLC.
