What is Email Marketing?
As its name suggests, this technique, also referred to as simply emailing, is based on a sending emails to a list of contacts. Email marketing is a mix of communication and direct marketing.
Though its decline has long been predicted, this veteran of a marketing technique remains just as strong today! Additionally, in terms of return, email marketing recruitment continues to be one of the most profitable and effective actions an advertiser take.
In email marketing, emails simply and efficiently arrive to potential clients. Many users have added both their personal account and their work accounts to their mobile devices so mails also land directly into clients' hands.
Since nearly half of all emails are opened on a smartphone, email designers must be intentional about formatting. If we don’t think of emails in this way, a message will ‘die’ before it even gets into the hands of the consumer.
Nowadays, you often hear that the evolution of email marketing is mobile email marketing.
Email Marketing Stats
We could talk all day about the wonderful things brought to us by email marketing but advertisers and marketing directors want to hear about the metrics and figures. A report carried out by ADigital Investigación on the use and perception of email marketing revealed some very interesting information:
- Unsurprisingly, internet use has become a daily activity in the life of many, many people. 100% of those interviewed confirmed using the internet daily - primarily due to the high number of mobile devices in existence. Men between the ages of 35 and 44 are somewhat more active but there really is no notable difference between ages or sexes.
- 80% of users check their email and social media multiple times a day. Furthermore, the use of multimedia content, instant messaging services, and news sources is also very present.
- With a whopping 74% of users, Gmail is without a doubt the preferred email service. However, Hotmail is still the most used for subscribing to email marketing content.
- In general, internet users have a pretty positive perception of email marketing, especially regarding product offers or discounts. The primary negative aspect would simply be the quantity of emails a user receives in a day.
- Consumers have established the optimal frequency for receiving marketing emails to be between 1 and 3 emails per week.
- Emails should be direct, simple, and have a short, engaging message. Terms like “offer” and “promotion” can greatly increase your open rate.
Other sources also contribute to these numbers:
- Email marketing continues to yield a high ROI (return on investment), as the average return is $38 USD for every $1 USD invested.
- 48% of all emails are opened on a smartphone.
The Benefits of Working with an Email Marketing Company Like Cyberclick
Despite not having the expertise or necessary resources, 75% of businesses take on the management of email marketing internally. More than half of them don’t carry out any kind of tests before launching an email campaign. This is an essential component in order to see if you’re choosing the right contact base, if your copies are well-done, and if you're choosing the ads with the highest engagement.
In order to figure out what users need, experts recommend putting yourself in their shoes and carrying out a test before launching your campaign. This way, you can increase your open rate and number of clicks.
If companies and advertisers work with a specialized email marketing agency, such as Cyberclick, they will optimize their processes, improve results, and receive the following benefits:
- Initial consultation. Help clarifying objectives concerning communication and customer acquisition. It's important that experts within the marketing world asses what strategy would be best to follow.
- Creation of campaigns. Help with ad designs for email marketing, landing pages and forms, all designed to increase both CTRs and LTRs. Using our experience, we can chose the contents best suited to increase your conversion rate.
- A/B Testing. No one should commit to investing in advertising without testing ads and measuring the market reaction first. Performance marketing agencies guarantee certain results but never forget the all important testing stage. In this stage, they test different types of ad designs and messages in order to find the best suited formula. Marketers can also measure the market response throughout the campaign and the quality of traffic received on the website. For this to be effective, they need to be able to work with your company. By sharing signup/sales data, information can be cross-checked and conclusions can be made.
- Campaign analysis. It’s important to find an agency that shares metrics as transparently and in as much detail as possible. Likewise, it’s important to itemize which databases were used in the A/B testing stage.
- Defining the optimal costs for the viability of an email marketing strategy in both the medium term and the long term. After the testing stage, you should be able to see if the investment in the recently launched campaign is appropriate or if it should be adjusted. This is the stage in which you would launch a large scale acquisition campaign.
- Diffusion. Agencies usually have their own (or a third party) exclusive, high quality database networks that offer the best results based on the type of campaign and the desired segmentation. Here at Cyberclick, for example, we already know which databases supply good results. Therefore, we can commit to yielding a high number of registrations/signups, establishing a level of quality, and taking care of advertiser’s optimal CPAs.
- Creativity and innovation. Internet actions are living entities that change and evolve with time. For this reason, businesses should be looking for marketing professionals who manage their email campaigns; they work to incorporate new trends into older campaigns and are a bit more conservative in newer ones. As a general rule of thumb, even if a campaign is working well, it can always work better!