17 October 2012
Email Marketing
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Email Marketing isn’t Dead- Here are Facts to prove it

Google only became popular about 10 years ago, Facebook didn’t exist until 2006 and “social media” wasn’t a widely known concept until recently. All these things are barely new compared to email, which has been around since the ‘70s.

In spite the changes in technology and advertising, email has remained a much reliable source of communication. It’s tried and tested, but there are still folks who believe that social media will start the death of email use, and eventually- email marketing. No! These are unfounded speculations. In fact, email use is rapidly growing and is continued to increase for the next years to come.

Here’s a quick history: The first ever email was written by R. Tomlinson in 1972, but today, there are more than 100 trillion emails sent each year. Suffice to say, people send and receive thousands of emails per day. According to Forrester Research, investments in email marketing are estimated to grow to as much as £1.25 billion ($2 billion) in the next two years. Email marketing is here to stay.

Still not convinced? Let’s take a look at some numbers:

There’s a Huge Market:

  • If the ratio of email accounts and people on this planet is one is to one, the population would be about 10 times the size of the United States.
  • Almost everyone has an email account. According to the latest statistics, about 74 per cent of the 59.6 Mil inhabitants of UK have at least one email account. Maybe even your granny has an email account!
  • People are spending more time reading their emails than before.
  • More than 240 billion emails are sent every day.
  • There are about 3.3 billion email accounts in existence. That’s about 600 thousand more accounts compared to social media’s 2.7 billion accounts.

2012’s UK Email Marketing Statistics

  • Open rate is 18.35 per cent, while Click-through rate: 2.95 per cent.

This goes to show that subscribers are more likely to open newsletters and other emails received during the first half of the year. Emails sent during the third and fourth quarters will need more creativity to get a favourable response. Most emails are opened within the first few hours after delivery.

  • Un-subscription rate is 0.15%, unsubscribe-to-open rate is 0.97% and Click-to-open rate is 15.42%.

In most cases, email campaigns with fewer subscribers have a higher open rate. These numbers prove that a good campaign doesn’t rely on the number of emails on the list, but on the quality of the customer’s engagement and the content provided to the readers.

  1. Average open rate for campaigns with 25 to 499 members is 28 per cent.
  2. Average open rate for lists with 500 to 999 subscribers is 22.3 per cent.
  3. The open rate for lists with 1000 or more members drops drastically to 12.2 per cent.

  • Average readers have caught on to old school marketing tactics.

Emails with totally no personalization have an open rate of 11.5%, while those with non-personalized subject lines and personalized messages had the highest open rate of 12.7%. Email marketers who use personalized subject lines decreased their open rate by 5.2% and further to 3.2% if the message line was also personalized.

This proves that everyday email readers with no marketing knowledge already know the traditional marketing tactics. If their name was used in the subject line and they don’t know the sender, they automatically flag the email as spam.

Given all of these observations and statistics, it’s evident that email marketing is still a convenient and cost-effective way to reach your market. However, email marketers should conduct ample testing to see what makes their target audience tick.

Infographic: http://www.mailermailer.com/images/email-marketing-metrics-infographic.jpg

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