You probably use email marketing to reach your audience if you run a business. However, many people continue to overlook the importance of email marketing when it comes to growing businesses and getting clients. This happens because most marketers do not practice email marketing with enthusiasm like other digital and social media marketing techniques. Email marketing strategies should be appropriately placed by using email marketing data that will give actual results.
Email marketing usually proves to be the most effective and convenient way of reaching out to the target audience. It’s cost-efficient, easy to use, and targeted at people who have asked to be communicated with.
When you market your business by emailing potential customers or clients, you know immediately if it worked or not. People opt-in and give their consent to receive emails, unlike other marketing channels.
If you are still not convinced how important email marketing is, here are some email marketing statistics to encourage you to make the best out of this excellent channel!
Email Automation Workflows
Email marketing automation is a strategy to create personalized emails for each lead and customer in your database. It’s becoming more important than ever because email marketing automation can help you send the right message to the right person at the right time.
Over 277 email marketing automation workflows are active in BayEngage, which proves that email automation is working for most online businesses. And over 55% of BayEngage users are using email automation recipes like welcome emails, abandoned cart emails, win-back emails, and order confirmation emails.
Email marketing automation also ensures that your brand values are communicated consistently and effectively. It’s a great way to explore new ways of generating leads and building deeper relationships with potential customers.
It can sometimes be complicated and confusing, so here’s a real-world example. Let’s say a website visitor submits a form to download our e-book, “How To Get Started With Inbound Marketing.”
Typically, this would trigger an email immediately after they complete the form. We call this an immediate email because of the timeframe between action and response – it is as close to instant as possible without causing our system to explode!
If that website visitor downloads another piece of content on your website, they may receive another similar email with that content attached. By now, they should have your logo and branding memorized! Not only do we want to send an immediate email after someone completes a form on our website, but we also now have what we need to personalize the email so that it is relevant to that specific buyer persona or industry.
When is the best time to send email campaigns?
The best time to send an email depends on the content you are sending, the kind of audience you are sending to, and the type of business you are sending from.
If your message is a marketing campaign, it should be sent out in advance of a major event related to your product or service. The best practice is to send emails 1-3 days before this event so that people have time to read them and consider buying whatever it is that you’re selling before they need it – this way, they won’t forget what they were supposed to buy by the time they get around to going into your store!
If it’s not a marketing campaign, make sure it’s relevant for recipients who may have purchased from your company recently or bought something similar in the past (i.e., customers).
Factors to consider when choosing a time to send an email:
- Time of year
- Time of day
- Time of week
- Seasonal trends
For example, if you’re selling beachwear during the summer months, then it makes sense. Sending emails with your summer sale offers during spring would be less effective and pointless as it will not make any sales.
And according to the stats that we got from BayEngage,
The best time to send emails to get higher open rates: 4. p.m to 6. a.m,
And the best time to send emails to get higher click rates: 6. p.m. to 9. p.m
So if you are focused on improving brand awareness using a particular email campaign, send them in the morning, which only gives you higher open rates.
However, if you are trying to increase your sales through a CTA in your email campaigns, schedule them to be sent in the evening!
And the average open rate that BayEngage users got was over 21.54 % per email campaign in 2023, and the average click-through rate per email campaign was over 2.75%. And these are really good numbers in the world of marketing!
Most are fascinated with social media marketing, where you will have to spend so much money on PPC; instead, email marketing gives you better and targeted results without emptying your pockets.
A/B Testing in email marketing:
A/B testing is an extremely easy way to see how your email campaigns look to your subscribers. It’s much easier than you might think and doesn’t require a technical expert or developer to set up. You simply need to create two versions of your email, test them against each other, and use the one that performs better as your control campaign.
There are many ways A/B testing can improve your emails and increase conversions:
- Easier-to-read text (and imagery)
- Cleaner formatting and design elements (headers/footers)
You can use A/B testing to improve your performance in several ways:
- Increase conversion rates by identifying which variation works for each audience segment
- Improve clickthrough rates by improving subject lines that get more people clicking through on their emails
- Increase email open rates by tailoring the content and frequency of your emails
A/B email testing will help you avoid spending time on tactics that don’t work. It’s easy to get caught up in the excitement of new email marketing campaigns, but if you don’t check how effective they are, all your hard work will likely be wasted.
BayEngage’s users who A/B test their email campaigns get only about 23.73% open rates, and the ones who don’t A/B test their email campaigns get only about 19% open rates.
Emails Going to Spam?
Are your emails going to spam?
When your email marketing software’s deliverability rate is high, you don’t have to worry about your emails going to spam!
Email marketing is a great way to reach your customers, but only if they can read your messages. Email deliverability is often the biggest roadblock for email marketers. You can find out if your emails are being delivered by checking with an ESP or sending yourself a test message.
If you don’t see the email in your inbox after 30 minutes or so, there’s a good chance spam filters block it at some point along its journey to you. To increase the likelihood that your messages get through successfully, follow these tips:
- Ensure your email service provider is reputable. A reliable email service provider will give you higher email deliverability and lower spam rates. And BayEngage’s spam rates are as low as 0.02%
- Use a reliable third-party sender reputation system. This means that when you send an email message, it can be authenticated as coming from you by being sent through a mail server known as an open relay and, therefore, may be susceptible to spamming. For example, Yahoo! Mail uses the DomainKeys Identified Mail (DKIM) protocol to authenticate its emails; Hotmail uses SPF records in DNS, and Google Gmail uses DKIM signatures in its outgoing messages.
- Segment your subscriber lists with care: Avoid sending unsolicited mass mailings unless it’s clear how each recipient got there—for example, through a contest giveaway or previous purchase history.
- Be careful about adding people who haven’t explicitly requested subscriptions from you because of the potential for spam complaints, and also be careful of spam traps.
- Consider implementing clear opt-in procedures for new subscribers before starting newsletters or regular updates about products/services/information. Make sure you verify email addresses before you send out emails. Having a fresh list ensures you get better engagement from the outreach. You can use an email verification tool to maintain email list hygiene.
Email Marketing Statistics 2023 Highlights
- In 2020, the number of global e-mail users were 4 billion and is expected to become 4.6 billion users in 2025. (Statistica)
- 333.2 billion emails a day are anticipated to be sent and received in 2023 alone (Statista).
- The typical return on investment for email marketing is $42 for every $1 spent (DMA).
- 66% of marketers personalize their emails based on age data. (Statistica)
- Lead generation (85%), sales (84%), lead nurturing (78%), and customer retention (74%) are the top four uses of email marketing. (Content Marketing Institute)
- Personalized emails deliver 6x higher transaction rates! (Instapage)
- Compared to 2.49% of visits from search engines and 0.59% from social media, 4.24% of visitors from email marketing make a purchase.
- Compared to standard bulk emails, triggered emails get 8 times more opens and generate more revenue.
- Marketers who used segmented campaigns noted as much as a 760% increase in revenue.