If you are currently on the rocky road to marketing your small business, you will quickly stumble upon advanced concepts: segmentation with artificial intelligence (AI), omnichannel marketing automation, or SMS and social media marketing, to name a few. And these are all powerful tools for careful digital advertising. But one of the most effective tools – and a perfect starting point for beginners – is email marketing.
Email marketing remains at the heart of most digital marketing tool suites, although it has been around for almost as long as email itself. But despite its age, the channel has moved with the times and remains a top channel to reach your customers to reach. EmailToolTesters recently conducted a study of the latest email marketing strategies and trends based on data from Techjury, Statista, Content Marketing Institute, Salecycle, Blog HubSpot, Klaviyo, Campaign Monitor, GetResponse and Constant Contact.
Though you have several new ways to connect with customers – especially social media – the study found that the email channel is with 4.3 billion people using email and more than 361.6 billion every day Emails flying around, still has a tremendous reach. If you think this sounds like a fire hose made of bits where your email is likely to be lost, you are wrong. The study found that the ROI on email marketing is currently calculated at 4,400%, or around $ 44 for every dollar you spend on your marketing campaign.
The study also included some interesting statistics on strategy. For example, when it comes to what types of emails are getting the best ROI, which generally relates to how many of them are actually opened by prospects, welcome emails stand out with an open rate of a whopping 82.21% top of the list. The second best were triggered emails with 44.07%. Unfortunately, the email newsletter is the most popular type of email with smaller businesses because it’s easier to create and it adds value to your audience. According to the study, these emails have the lowest open rate at 20.48%.
But the study quickly suggests that newsletters shouldn’t be ignored. There are several ways to increase the effectiveness of all types of email content, particularly newsletters, including personalization and autoresponders. Another option is to optimize your email for the most popular email readers – those from Apple, Google, and Microsoft – not just for desktop users but for the rapidly growing number of mobile users as well.
A really nice part of email marketing is that the top tools, including Campaign Monitor, GetResponse, and our Editors’ Choice winner Mailchimp, are all migrating towards omnichannel marketing with email still taking center stage. That means you can quickly create a marketing campaign that starts with an email and then automatically switches to follow-up emails, social media engagements, or SMS (text) marketing when the customer experience changes. See the full study infographic below for more information.