Did you know that email marketing is about 40 years old? The first marketing email was sent nearly 40 years ago by a marketer named Gary Thuerk from Digital Equipment Corporation. Thuerk sent an email promoting his company to roughly 400 people, which generated a huge spike in emails. (Yes Lifecycle Marketing)
Today, email is as strong as ever, even more so as brands have shifted to digital channels and communications with the rise of the Covid19 pandemic. More than 55% of marketers have reported receiving the best ROI from email campaigns.
In research by Seventh Sense, almost half of survey participants said they plan to send more emails to communicate with customers and prospects as a result of the Covid crisis.
According to HubSpot, email marketers are sending 27% more emails than they then did pre-coronavirus. Marketing platform LiveIntent recently released data showing email newsletter engagement has also grown during the pandemic, with gains highest for email newsletters that cover finance (43%), hard news (38%) and shopping (83%).
Email marketing has been proven to work time and again in terms of higher ROI, customer engagement, brand loyalty and more. Take a look at some of these amazing statistics on email performance:
One area marketers cited as needing improvement is the ability to personalize emails, as stated by 67% of marketers in eConsultancy and Upland Adestra’s research.
Integrating data continues to be the biggest challenge for companies trying to implement personalization according to by 51% of respondents.
Email marketing is the most common channel for personalization, however, in research by Ascend2, marketers agreed that personalized emails are the most effective but also the most difficult to deploy.
In a 2018 research study by Evergage, marketers are using personalization in the following ways:
Approximately 90% of U.S. consumers have stated that they find marketing personalization, such as personalized emails, to be “very” or “somewhat” appealing. (source)
Check out these additional statistics on email personalization
In other research by Janrain and Blue Research, 96% of consumers say they receive mistargeted information or promotions. The repercussions can be costly, resulting in lost customers and a big hit to the bottom line.
According to the research, consumers stated that types of mistargeting include:
Consumers expect brands to know them and are quick to act when they receive mistargeted and inconsistent communications. 94% of consumers have taken one or more of these actions:
Using automated journey management, email marketers can more easily integrate personalization into their email strategies.
Sending triggered emails based on a consumer’s behavior is effective for both acquisition and transforming customers into loyal brand advocates.
Check out these stats on the effectiveness of email marketing automation:
While many brands are very familiar with welcome emails or order confirmations, email automation and personalization must be holistically integrated throughout the journey to increase conversions and boost retention.
Consider using a customer data platform to automate email journeys. Using a CDP, marketers can easily create campaigns that recognize if customers have visited a brand’s website, browsed certain product categories, opened emails or visited stores.
Clearly, email is a highly effective tool in today’s marketplace to reach consumers who are increasingly shopping online and using digital channels to interact with brands. If they have not already done so, brands will need to put processes in place to integrate data in order to deliver the types of personalized communications consumers crave.