What is email marketing ?
You should consider email marketing as a modern way of communicating with consumers.
Emails, as a form of communication, have been around for decades, ever since the first sent
email message back in 1971. Over the years, the World Wide Web has evolved and grown, and
email marketing has found its rightful place in the business world. Although email messages
were once a popular way of communicating with friends, online messaging apps such as
WhatsApp, Viber, etc. have taken over this role. Despite this fact, emails are still important and
a large percent of people do check their email inbox daily.
This gives a high potential to reach online consumers. Email marketing should be a personalized
approach, where your goal is to directly communicate with the online users in order to achieve
something, such as generate a sale, get visitors, encourage downloads, etc. Even though an
email marketing campaign is, in essence, a promotional campaign, you should go beyond this
concept and use a more subtle approach to both reach and engage online users.
Email marketing statistics
• A single person is sending and receiving over 200 emails a day on average. (Radicati)
• In 2015, the number of worldwide email users was nearly 2.6 billion. By the end of
2019, the number of worldwide email users will increase to over 2.9 billion.
• The total number of worldwide email accounts is expected to increase to over 4.3
billion accounts by year-end 2016. (Radicati)
• 35% of email recipients open email based on the subject line alone.
• The mobile market share is around 55% (Litmus, 2016). Additionally, 75% of Gmail
users open their emails on mobile devices. (Techcrunch, 2015)
• 30% of subscribers change email addresses annually. (Convince&Convert)
• 44% of email recipients made at least one purchase last year based on a promotional
• Email marketing technology is used by 82% of B2B and B2C companies.(Ascend2)
• 74% of marketers say targeted personalization increases customer engagement.
• Segmented and targeted emails generate 58% of all revenue. (DMA)
• Email is 40 times more effective at acquiring new customers than Facebook or
Twitter. (Campaign Monitor)
• For every $1 spent, email marketing generates $38 in ROI.(Campaign Monitor)
• 83% of B2B marketers use email newsletters for content marketing. (Content
Email marketing as a part of online marketing
Email marketing on its own has a little chance of succeeding. The true potential of this
marketing is seen when it is integrated into the overall online marketing strategy. For example,
you have a new blog article (content marketing) and you want to share it with lots of online
users to get more traffic to your blog (SEO). You send out a newsletter (email marketing) where
you feature a summary of the article, inviting your subscribers to visit your blog to read the full
article. This way you combine all your efforts to get the most out of it and to have the best
chances for achieving your goals.
How to start Email Marketing ?
Once you know the basics, it is time to start with email marketing. In essence, this is a method
for achieving goals, a strategy which utilizes your own resources (a mailing list) to boost your
Set up goals
Like with any other campaign, if you want to reach success, you have to know what that success
is. Goals you want to achieve will dictate the campaign settings, writing style, target audience,
etc. They will also dictate the way you measure success. This is why the first step is setting up
goals. Sometimes you might have multiple goals. Either way, start by determining some of
them. Here are a couple of examples to get some ideas:
• I want to drive new signups for the service
• I need new leads
• I want to invite people to an event
• I would like to encourage people to donate
• I want to sell my product
These goals are a bit too general and vague. In order to measure success, you should try to
make them measurable. For example, avoid “I want to drive new signups for the service”, but
add a measurement “I want to drive 100 new signups for the service”. Or, instead of “I want to
sell my product” try “I want to increase sales by 20%”.
Having measurable goals will help you determine if what you have achieved through the
campaign is really in accordance with what you had planned. Not only will this determine
whether your campaign was a success or not, it will also help you realize what you need to
change to upgrade your performance.
Determine the pace of sending
Now it is time to think about sending emails. One of the first things you will need to establish is
the pace. The schedule of sending is important to keep you organized, but it also makes users
feel more comfortable, as they know when to expect an email from you.
You should also analyze the performance of the email campaigns in the past, to determine if
there was any particular day or period of the day that showed unusual rates, regardless if that
was the surprisingly high or low open rate.
There are also studies that have been analyzing the performance of email marketing
campaigns, in order to find out what would be the best time to send an email. Multiple types of
research have come to the conclusion that Tuesday is the best day for sending emails, while
morning, 10 am, in particular, was highlighted as the best time. (Source)