Forbes released its 2018 Technology Marketing Benchmark Report, which examines the effectiveness of different types of email marketing campaigns. The report looks into various metrics, like open rates, click-through rates, and conversion rates, to name just a few. One finding that particularly interests us is the correlation between different email domains and the success of an email marketing campaign.
Here’s a fascinating tidbit about the Forbes study:
While the report examines the effectiveness of email marketing campaigns across different platforms and devices, the largest segment (41%) comes from the domain of @yahoo.com.
Even more interesting, is that the email domain @yahoo.com has a 100% success rate when used in email marketing campaigns. That means that every email sent from this domain results in a conversion, meaning they either opened the email or clicked a link in it. Pretty cool, right? To put that in perspective, the next most effective domain in the study was @google.com, which had a 37% conversion rate.
Why this interesting result? We suspect that many of the people who receive emails from @yahoo.com most likely work in industries that are relevant to Yahoo. For example, if you’re marketing travel products and services, using an @au.yahoo.com email could prove to be effective, as many of their audience may be traveling sellers or buyers. Or, if you’re marketing car products and services, an @nsu.yahoo.com email could be a good choice, as many of their audience may be looking to purchase or lease a new vehicle. So, given this, we recommend you test out @yahoo.com in your own email marketing campaigns!
Why Is @yahoo.com So Effective For Email Marketing?
There are a few reasons why @yahoo.com is such an effective choice for email marketing campaigns. To begin with, it is one of the most popular email domains on the internet, with approximately 140 million email addresses. This makes it pretty easy to find an email contact for almost any business or brand. Also, @yahoo.com emails are opened more frequently than most other types of emails, with an average of 17.6% of the audience opening the email compared to the 4.8% average for all types of emails.
And, perhaps most importantly, @yahoo.com emails are considered to have a higher quality than most other domains. According to the report, 55% of people think that emails from @yahoo.com are “very easy to read,” compared to 29% for emails from @google.com and 26% for those from @ask.com.
The Rise Of Personal Branding In Email Marketing
Perhaps one of the most interesting trends that can be seen in the Forbes report is the rise of personal branding in email marketing. As the internet has evolved, personal branding has taken on a whole new meaning. In the past, a brand might have been an established product or service, like Coca-Cola or Southwest Airlines. But, as consumers have grown more accustomed to searching for businesses and brands online, personal branding has taken on a whole new meaning.
According to the report, personal branding “refers to the process of creating a brand identity that is uniquely yours, and reflects your unique talents, interests and values. It’s about putting your best foot forward, and creating an image that is both distinct and desirable.”
For those who consider themselves to be somewhat effective online marketers, this might sound like a familiar concept. After all, isn’t it what you’ve been doing all this time? Presenting yourself in the most favorable light, utilizing the best tools and tactics, and driving traffic to your website? While this is all well and good, putting your best foot forward is only half the battle. Once you’ve established yourself as an expert in your field, how will you attract and retain customers?
According to the report, “41% of respondents say their primary tactic is to build a reputation for delivering quality content regularly and compellingly, while 37% use paid media to gain brand awareness.”
If you’re looking to establish an identity for yourself in a field that you are not necessarily familiar with, you might want to consider personal branding as a form of email marketing.
Building A Reputation & Recognition
Another interesting trend that can be seen in the report is the growth of online reputations, or the perception that others have of you, either positively or negatively. This is an aspect of personal branding that has manifested itself in various ways, like Yelp reviews or Google Maps, where users can post reviews and photos of businesses, and therefore influence the reputation of those businesses. In the case of @yahoo.com, if you’re looking for a domain name that you think will be effective for email marketing, you might want to consider whether or not your target audience will have an opinion about you, your company, or your product.
If you do choose to go this route, you’ll want to make sure that you do it in a way that is beneficial to you. Some companies go overboard with their PR campaigns and try to pump up their online reputation as much as possible, which can backfire. It’s always better to be genuine and establish yourself as a reliable, quality brand.
Even more interesting is that 43% of those who participated in the survey consider a poor or nonexistent online reputation to be a major threat to their business, while only 14% are not worried about it at all. This suggests that those who consider themselves to be at a disadvantage when it comes to competing for business might be the perfect audience for you.
Attracting The Right Audience
If, on the other hand, you consider yourself to be a business that is already established and looking to grow your audience, you might want to consider whether or not @yahoo.com is the right choice for you. In the survey, 44% of those who used the @yahoo.com domain in their email marketing campaigns said that their primary purpose was to attract the right audience, while only 8% said they used the domain to simply raise brand awareness.
If your goal is to simply raise brand awareness, you might want to consider testing out different domain names for your email marketing campaigns.
Odds & Ends
Some additional tidbits from the report include:
- Email clients are becoming more important to businesses, with 68% of those who use email marketing saying that they rely on their clients to keep up with trends and best practices, and 41% saying that they use analytics tools to track the effectiveness of their campaigns.
- Email marketing is effective across different platforms and devices, but mobile plays a particularly significant role, with 44% of those who used it in their campaigns saying that it is very effective, and only 16% saying it is mildly effective.
- As the use of social media increases, so does the importance customers place on brand loyalty, with 47% saying that they value brand loyalty over product loyalty, and only 12% valuing product loyalty higher.
- While marketing analytics tools like Google Analytics can be useful, respondents say that they mainly use email marketing to track the success of their campaigns (55%), with 22% using social media, and 11% using website traffic.
- Engagement is highly important to businesses, with 78% saying that they use online marketing to drive customers to action, and only 14% using the tactic to raise brand awareness.
So, there you have it. From the most popular email domain to the importance of online reputation and customer engagement, this was a brief look at the 2018 Technology Marketing Benchmark Report from Forbes.