Nowadays, when there are so many ways to get to your customer, some maysay that email marketing has lost its position. But this is not true. Using email as one of your direct marketing communication channels is still the most cost effective way of reaching your customer, and it enables you to communicate with those who have already allowed you to do so, meaning they are more likely to pay attention to your emails. For marketers who always try to find the most cost effective marketing tool this is a great opportunity.
During the last decade, email marketing has become the top earnings generator for many companies. Even with a mind-blowing rise of other media technologies, email still remains at the heart of all online applications and will remain with us for quite some time, simply because your customers want to receive emails, not tweets or texts.
Recent research shows that in total, sales from email marketing have quadrupled since 2009! Hard to argue that email marketing isn’t as effective as it used to be.
Over this study Custora analyzed 72 million customers shopping on 86 different retailer websites across 14 different industries. Tracking the path customers took to get to the retail websites (email, social networks, Google, PPC, etc.), Custora evaluated what and how much a customer bought from the first click to purchases made two years later.
Based on the amount of money spent and shopping frequency, customers acquired via email were 11 percent more valuable than the average customer, while customers acquired via Facebook ranked as average. Twitter customers were 23 percent less valuable than average.
Ranking 50 percent more valuable than the average customer, organic search customers spent more money and shopped more frequently than customers gained via any other online channel.
If this doesn’t convince you, here are some more facts on the topic that highlight ongoing changes in marketing – email is and will be one of the main communication channels to reach customers, and most importantly it is not going to disappear.
- More email is read on mobile devices than on a desktop email client or via webmail. Stats say 44% of email is now opened on a mobile device. Litmus –”Email Analytics” (June 2013)
- 90% of smartphone owners access the same email account on mobile and desktop. ExactTarget– “The 2012 channel preference survey” (2012)
- Daily we spend 9 minutes on email via a mobile device, that’s 7.6% of the total 119 minutes we use our phone per day. O2 – “Mobile life report”UK(2013)
- The number of mobile email users is predicted to grow by 28% in 2014 and by 23% in 2015 – The Radicati Group “Email Statistics Report, 2013-2017
Author: Austra Oga