What is email marketing?
As its name suggests, this technique, also referred to as simply emailing, is based on a sending emails to a list of contacts. Email marketing is a mix of communication and direct marketing.
Though its decline has long been predicted, this veteran of a marketing technique remains just as strong today! Additionally, In terms of return, email marketing recruitment continues to be one of the most profitable and effective actions an advertiser can carry out.
In email marketing, emails simply and efficiently arrive to potential clients. Not only do they arrive into their inboxes, but also, thanks to their mobile devices, they also land directly into their hands; many users have added both their personal email account and their work email accounts to their mobile devices.
Since nearly half of emails are opened on a smartphone, email designers must be responsive and reactive. When thinking about email marketing today means also thinking about the mobile format. If we don’t think of emails in this way, a message will ‘die’ before it even gets into the hands of the consumer.
With this being said, nowadays, you often hear that the evolved state of email marketing is now mobile email marketing.
Email marketing stats
We could talk all day about the good and wonderful things brought to us by email marketing but, advertisers and marketing directors want to hear about the metrics and figures. A report carried out by ADigital Investigación over the use and perception of email marketing revealed some very interesting information:
- To no surprise, internet use has become a daily activity in the life of users; 100% of those interviewed confirmed using the internet daily - primarily due to the high number of mobile devices in existence. Men between the ages of 35 and 44 are somewhat more active but, there really is no notable differences between ages nor sexes.
- 80% of users check their email and social medias multiple times a day. Furthermore, the use of multimedia content, instant messaging services and news sources are also very present.
- With a whopping 74% of users, Gmail is without a doubt the preferred email service. However, Hotmail is still the most used for subscribing to email marketing content.
- In general, internet users have a pretty positive perception of email marketing, especially when they are regarding product offers or discounts. The primary negative aspect would simply be the quantity of emails a user receives in a day.
- Consumers have established the optimal frequency for receiving marketing emails to be 1 email per week with, depending on the case, a maximum of 3.
- Emails should be direct, simple and sincere and have a short and sweet message. Moreover, terms like “offer” and “promotion” can greatly increase your open rate.
Other sources also contribute to these numbers:
- Email marketing continues to yield a high ROI (return on investment), seeing that the average return is $38 USD for every $1 USD invested.
- 48% of all email are opened on a smartphone.
The benefits of working with an email marketing company like Cyberclick
Despite not having the expertise nor necessary resources, 75% of businesses take on the management of email marketing internally. In the same way, more than half of them don’t carry out any kind of test before launching an email campaign; this is an essential component in order to see if you’re choosing the right contact base, if your copys are well-done or if your choosing the ads with the highest engagement.
In order to figure out what users need, experts recommend putting yourself in their shoes and carry out a test before launching a campaign. In this way, you can increase your open rate and the number of clicks.
If companies and advertisers alike work with a specialized email marketing agency, such as Cyberclick, they will optimize their processes and improve results apart from the following benefits:
- Initial consultation. Help in clarifying objectives concerning communication and customer acquisition. It's important that experts within the marketing world asses what strategy would be best to follow.
- Creation of campaigns. Help with ad designs for email marketing, landing pages and forms, all oriented to increase both CTRs and LTRs. Using their experience, they can chose the contents best suited to increase your conversion rate.
- A/B Testing. No one should commit to investing in advertising without testing ads and measuring the market reaction first. Performance marketing agencies guarantee certain results yet never forget this important testing stage. In this stage, they test different types of ad designs and messages in order to find the best suited formula. Marketers can also measure the market response throughout the campaign and the quality of traffic received on the website. For this, however, they need to be able to work arm in arm with your company. Moreover, through sharing of signup/sales data, information can be cross-checked and conclusions can be made.
- Campaign analysis. It’s important to find an agency that shares metrics as transparently and as detailed as possible. Likewise, it’s also important that they itemize which databases were used in the A/B testing stage.
- Defining the optimal costs for the viability of an email marketing strategy in both the medium term and the long term. After the testing stage, you should be able to see if the investment in the recently launched campaign is appropriate or if it should be adjusted (either up or down). This is the stage in which you would launch a large scale acquisition campaign.
- Diffusion. Agencies usually have, their own (or via a third party) exclusive and high quality database networks which, depending on the type of campaign and the desired segmentation, offer the best results. Here at Cyberclick, for example, we already know which databases supply good results. Therefore, we can commit to yielding a high number of registrations/signups, both establishing a level of quality and taking care of advertiser’s optimal CPAs.
- Creativity and innovation. Internet actions are living entities, ever-changing and evolving with time. For this reason, businesses should be looking for marketing professionals who manage their email campaigns; they work to incorporate new trends into older campaigns and are a bit more conservative in newer ones. As a general rule of thumb, even if a campaign is working well, it can always work better!