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Email Marketing Continues to Deliver Strong ROI

May 17, 2018 by Eternity

A lot of things have been proclaimed ‘dead’ in recent years: marketing funnels, SEO, traditional retail…and Email marketing?

A cursory look at the following numbers for B2B and B2C email marketing statistics will let you know that the rumors of the death of email marketing may have been exaggerated so to speak.

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Statistics for B2B Email Marketing

  • Email is the 3rd most trusted source of information for B2B audiences, coming behind only peer-to-peer recommendations and industry-specific thought leaders.
  • 59% of B2B marketers credit email as their most effective channel for revenue generation.
  • 86% of business professionals prefer using email for business communications.
  • Click-through rates are 47% higher for B2B email campaigns than for B2C email campaigns.
  • Tuesday is the most favorable day of the week to send out emails, according to 10 marketing studies.

Statistics for B2C Email Marketing

  • Welcome emails are very effective—about 320% more revenue is credited to them on a per email basis than other promotional email.
  • Consumers who purchase through email spend 138% more than those who don’t receive orders by email.
  • A mere 7% of small-to-medium sized businesses use email as a branding tool, as opposed to 26% of SMBs who use it for sale.
  • Email subscribers are thrice as likely to share your content on social media as leads whom you acquired via other channels.
  • 80% of retail marketers and professionals credit email marketing as their greatest tool for customer retention, ahead of social media which was identified by only 44% of this same group.
  • 77% of consumers prefer to receive permission based promotional content via email as opposed to other channels like direct mail, social media, phone, and text.

In general, email is 40x better for customer acquisition than social media, according to a McKinsey report, and is also the channel that is generating the highest return for marketers—ahead of affiliate, paid search, radio, TV, social, and display advertising.

Clearly email marketing is still waxing strong. What has changed is the way customers interact with businesses, which is being influenced by the rapid changes in technology.

If you as a business owner and/or marketer are going to enjoy the incredible ROI that email offers, it is important that you look beyond the numbers presented to discover how and why factors such as the rise of mobile, increase in email volume and frequency are impactful, in order to arrive at data-driven best practices for your email marketing campaigns.

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