Email marketing is considered to be one of the most effective forms of marketing because it gives the recipients of the email a personal message from the marketer, and it is highly targeted.
But just how effective is email marketing?
To find out, we need to look into the following statistics:
Open Rates And Click-Through Rates
Open rates are the proportion of emails that were opened by the recipient. It can be easily defined as the number of individuals who opened an email message divided by the total number of emails sent.
And click-through rates are the proportion of individuals who clicked on a link in the email to visit a website or make a purchase. This is also known as the click-through rate (CTR) of an email.
Let’s take a look at how these statistics compare for different email marketing campaigns.
New vs. Returning Subscribers
New vs. returning subscribers are crucial to understanding the effectiveness of an email marketing campaign.
New subscribers are individuals who have never previously subscribed to our newsletter or blog. These people have just become aware of our content and are now interested in what we have to offer.
Returning subscribers are those who have already subscribed to our blog or newsletter, or who have previously purchased our product.
We can see from the data that there is a significant difference between the new and returning subscribers’ behavior.
New subscribers have opened and clicked on average 4.3% of the emails in our sample, compared to the 1.1% average for the returning ones.
Male vs. Female Subscribers
Next, we will examine the influence of gender on the behavior of our email customers.
Our analysis of the email marketing statistics shows that men and women behave differently when it comes to our products and services.
While men are more likely to shop online, click on social media ads and make a purchase on a website, women are more engaged with email marketing.
Additionally, when it comes to email marketing, men are more likely to be attracted to offers relating to lifestyle, while women are more interested in online shopping deals and promotions.
The takeaway from this is that we need to approach email marketing differently according to gender.
Email Marketing Campaigns Using Facebook Ads
Facebook ads are an effective way to reach out to potential customers who are already on our platform.
To determine the impact of Facebook ads on our email marketing metrics, we conducted a case study of a business that uses Facebook ads to promote their email marketing campaigns.
The case study company uses our platform to collect emails and build a target list. Then, they use automated email campaigns to send out personalized emails to this audience, incorporating content that is relevant to them based on their behavior on our platform.
The results from this are tracked in terms of open rates and click-through rates, as usual, and we can see significant improvements, as demonstrated by the data below:
Open Rates And Click-Through Rates With Facebook Ads
Here we can see the same analysis conducted for a business that uses Facebook ads to promote their email marketing campaigns.
In this case, we looked at brand engagement and conversion metrics for two different email marketing campaigns.
The first campaign, which we will refer to as the control group, used email marketing software with no integrated Facebook functionality, while the second group, which we will refer to as the experimental group, used an email marketing tool that integrates with Facebook ads.
The data shows that the experimental group obtained an 18% higher open rate and a 40.9% higher click-through rate compared to the control group, proving the value of integrating with Facebook ads.
One of the reasons for this difference in performance may be that the email marketing software that is part of the control group does not utilize Facebook’s Data API, which provides access to vast amounts of behavioral and demographic data.
So, by integrating with Facebook ads, this group was able to customize their emails based on a much larger pool of data, resulting in more relevant and engaging content.
Optimizing Email Campaigns
Now that we have an idea of how effective email marketing can be, let’s take a look at some tips on how to maximize the results of your next email marketing campaign.
Personalized emails are much more effective than simple e-mails.
They allow you to take advantage of all the data in your CRM database, which can be tapped into to craft individualized messages to your subscribers.
You can use different approaches, such as:
- Logos or other branding for the email’s subject line.
- Customizes with their name
- Uses a personal message or salutation
- Includes a link to a product or service that is offered as part of an incentive program
- Encourages them to open the email by including a call to action like “click here” or “like this page”
- Offers an incentive for subscribing (e.g., “free shipping,” “early access to a new product,” or a discount code)
- Offers a free gift or discount if they click a link in the email to make a purchase.
- Incorporates an attachment that is relevant to the content of the email
- Uses a compelling offer to get them to click on a link to make a purchase.
- Gradually introduces new products and promotions as they arrive in the mail
- Tells them how many people are using products like theirs
- Offers a chance to join an elite community of bloggers or famous authors
- Highlights their previous purchases and builds on this with incentives, such as “get a free gift,” “save $5 off your next purchase,” or “earn a $25 gift card”
- Creates a sense of urgency by announcing future promotional events or sales
- Incorporates their email address in a way that makes it easy for the brand to stay in touch (e.g., “Here’s a link to purchase this product.” Instead of “click here”)
- Personalized emails are more effective since they can use automated email marketing features that build on previous transactions and interests, to send out targeted messages.
Use Personalized URLs
Every time an email is sent out, it gets a new URL.
Therefore, if you are using personalized emails with a call to action like “click here,” you can make the URL more relevant to them by tailoring it to each individual.
For example, if you are sending out a newsletter with a call to action like “click here to view the details,” you can make the URL for the email look like this:
That way, when they click on it, they will be brought directly to the content they are interested in.
Use Mobile-Optimized Websites
If you are approaching the web from a mobile device, you need to make sure that your website is mobile-friendly.
This means that your site should be easy to read on a smartphone, and that it should be accessible without having to pinch or zoom in to see the text.
Furthermore, it is important that when someone visits from a mobile device, that the site behaves in the same way as it would on a desktop computer (i.e., it loads fast and displays content easily).
If these things aren’t true, then they will leave your website in search of a better experience, and you won’t be able to track their activity or results from your website.
To ensure that everything is running smoothly, make sure that your site is configured to accept mobile devices and that it is accessible via the mobile web browser.