{"id":44,"date":"2018-04-21T16:17:06","date_gmt":"2018-04-21T16:17:06","guid":{"rendered":"https:\/\/whitneyblankenship.com\/?p=44"},"modified":"2022-03-11T21:44:42","modified_gmt":"2022-03-11T20:44:42","slug":"email-marketing-underdog-digital-marketing-strategies","status":"publish","type":"post","link":"https:\/\/whitneyblankenship.com\/?p=44","title":{"rendered":"Email Marketing: The Underdog of Digital Marketing Strategies"},"content":{"rendered":"
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Email marketing has one of the best ROIs of all digital marketing channels, and here’s why it should be a part of your strategy.<\/h2>\n<\/blockquote>\n

The underestimated platform of digital marketing, email can be the most profitable tool for an E-commerce. Even in 2016, email marketing still proves to be one of the best ways to communicate<\/strong> with customers via newsletters, post purchase follow up emails, calls to action for inactive customers, and offers on new promotions.<\/p>\n

The amount of people who use email is astounding: 2.6 billion people currently use email<\/strong> (for reference, there are currently 3 billion people in the world with access to Internet), and it\u2019s expected to climb to 2.9 billion by 2019<\/strong>. The numbers don\u2019t lie- despite what many would consider relatively poor results (low rates of open, click-through, and even lower conversion), email has one of the best ROI of all digital marketing strategies, and here\u2019s why it should be a part of your strategy:<\/strong><\/p>\n

Email has an important impact on consumer behavior, with 81% of US consumers more likely to make a purchase based on email marketing targeted at previous buying behaviors<\/strong>. This means sending a promotional email to a customer based on an article that they\u2019ve wish listed or a previously bought article. Using the information you already have on your customers is the key to being able to suggest articles that they would also like and improving conversion rates.<\/p>\n

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Consumers generally prefer to receive communication via email with special offers and promotions at least once per week, and 28% of consumers said that they would like more<\/strong>. However, there is certainly a fine line for the frequency at which email marketing is used.<\/p>\n

How Does Email Marketing Work for Ecommerce?<\/h2>\n

E-Commerce has the most success with email marketing (after the public sector and online services) with a global email open rate of 15%. Marketers see the value of email marketing, with 88% counting a positive return on this typically low investment digital marketing tactic<\/strong>.<\/p>\n

Email marketing isn\u2019t just for customer retention and loyalty. In fact, email marketing for E-commerce tends to be 40 times better at acquiring new customers than both Facebook and Twitter<\/strong>. This is even more relevant for B2B marketing, with 31% of marketers reporting that email marketing has the highest impact on their sales and lead generation<\/strong>.<\/p>\n

Email marketing for E-commerce tends to be 40 times better at acquiring new customers than both Facebook and Twitter<\/strong>.<\/p><\/blockquote>\n

With the benefits of email marketing, it\u2019s no surprise that 80% of content marketers use email marketing<\/strong>. It\u2019s also important to note that 53% of all emails are opened on mobile<\/a><\/strong>, and it\u2019s shocking to know that only 17% of marketers admit they have no mobile email strategy in place<\/strong>. While 34% of marketers know the basics of mobile email optimization, only 21% have a thought-out strategy in place<\/strong>. Email marketing needs to be optimized for the platform more than half of users are going to be using.<\/p>\n

Sending emails too frequently is the easiest way to have a customer unsubscribe to newsletters (which only 23% of customers open) and company communication. Others also said to unsubscribe based on repetitive or boring content<\/strong>\u2013 which pushes companies to provide fresh content for each email.<\/p>\n

Using video content in email marketing can be especially effective: just using \u201cVideo\u201d in the subject title can jump the open rate to 19%<\/strong>, while using a video in the email boosts click through rate to 65%.<\/strong> Users find video content refreshing, as it diminishes unsubscribes by 19%.<\/strong> Emails should be visual, with relevant images to appeal to your customer (but not so many that your message is lost).<\/p>\n

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While it might seem like a good idea to ask for only an email address at sign-up, you lose to opportunity to personalize your email marketing. A personalized subject offers a 49% increase in transaction rates<\/strong> for an E-commerce, and overall revenue per email by 73%.<\/strong> However, only 35% of brands personalize<\/strong> their subject lines. While it\u2019s an effective tactic, there is such a thing as too much of a good thing: using personalized subject lines for every email can become repetitive. It\u2019s best to save them for important emails, like welcoming, and call-back emails.<\/strong><\/p>\n

Personalized subjects jumps revenue per email by 73%, but only 35% of brands personalize their subjects.<\/p><\/blockquote>\n

Email marketing can be a useful tool in recovering inactive customers<\/strong> and customers who have abandoned their carts<\/strong>. While newsletters tend to have a generally low open rate (and an even lower click and conversion rate), inactive customers open commercial emails at a rate of 38.9%.<\/strong><\/p>\n

They also have a higher tendency to click through at nearly 20%, and their conversion rate is nearly double that of newsletters.<\/strong> This would be an effective time to use a personalized subject line to reach out to your customer.<\/p>\n

For those who abandoned their cart, the open rate for a recovery email is over 46%.<\/strong> Sending a follow-up email to customers who\u2019ve abandoned a pending purchase helps drive the customer to finish the sale. Try sending customer reviews for the item they left in their cart<\/strong>, or even a discount to some of your more loyal customers<\/strong>.<\/p>\n

These emails have a 5% conversion rate<\/strong>, and are by far the most successful of email marketing tactics. Order follow-up emails<\/strong> are seen today as a standard of E-commerce customer service<\/strong>. They also tend to do well with customers and are opened at a rate of 46%,<\/strong> with an overall conversion rate of 5%.<\/strong><\/p>\n

 <\/p>\n

Email marketing offers an opportunity to connect with your customer on a 1 to 1 basis<\/strong>, which is a great way to foster brand loyalty. By offering fresh, relevant content, targeting your emails based on previous purchase behavior (or abandoned carts), you can help drive conversions<\/strong> and communicate with your customers effectively<\/strong>. Email marketing is far from obsolete, and should be a significant part of any digital marketing strategy.<\/p>\n

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Email marketing has one of the best ROIs of all digital marketing channels, and here’s why it should be a<\/p>\n

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