Email Marketing is known as one of the best tools for marketing a business since the introduction of the Internet. Email marketing increases business communications, helps to target specific markets and is environmentally cost-friendly. It is used to improve relationships with current or previous customers and to encourage customer loyalty and repeated business.
Tests and studies reveal that email marketing can affect consumer behaviour, even convincing consumers to go to websites for more information or to make a purchase.
To understand email marketing, let’s start with some statistics to help you with information on the impact that it creates on our day-to-day life.
- Roughly 80% of marketers have reported an increase in email engagement over the past 12 months.
- In 2019, the number of global email users amounted to 3.9 billion.
- The number of global email users is set to grow to 4.48 billion users by 2024.
- From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness.
- Email marketing has the highest return on investment for small businesses.
- Tuesdays see the highest email open and email unsubscribe rates.
- The average email deliverability across all email service providers is 79.6%.
- In the U.S., 21% of email opens happen between 9 a.m. and noon.
- The number of global e-mail users is set to grow to 4.48 billion users in 2024.
- Message Personalization is the number one tactic used by email marketers to improve performance.
- 35% of marketers choose to send three-to-five emails per week to their customers.
- Promotional emails are the most common email type that marketers are investing in.
- The industry average email click-through rate is 2.13%.
- Hobbies have the highest click rate, at 5.01%
- Friday is typically the day with the highest click-through rates potential, at 2.7%.
- At 30.5% in 2020, government emails dominate email open rates globally.
Email marketing is used by businesses to influence the buying decisions of consumers. Businesses have quickly learned that email marketing is a highly effective way to reach and convert target audiences into paying customers., making it easy for businesses to mark consumer behaviour by tracking patterns that emerge when the emails are sent. Responsys says that timing, relevance and personalization are email characteristics that can affect how the consumer reacts to the email marketing message.
Approximately 97 percent of businesses are using email marketing to try to convert email recipients into buyers. It must be working because, according to a Smith-Harmon survey, 76 percent of subscribers have made purchases from an email marketing message. Email marketing has not only led to an increase in sales online but also influences purchases offline for businesses belonging to both B2B and B2C industries.
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