As 2013 draws to a close many take this time to assess what marketing improvements can be made for the upcoming year. Here is a compilation of stats, tips and suggestions to help improve performance, design, B2B communication and analytics.
Quick Email Marketing Stats
- On average, subscribers receive 416 commercial messages per month (via Return Path).
- Based on email statistics report by worldwide market research firm The Radicati Group Inc. In 2013, there are more than 3.2 billion email accounts
- According to Interactive Advertising Bureau email ad revenue was up for first half of 2013 – 18% higher than same time in 2012.
- Market research firm The Radicati Group forecasts the email audience will grow from 2.42 billion this year to 2.76 billion by 2017 worldwide.
- For every $1 spent, $44.25 is the average return on email marketing investment (salesforce.com).
- eMarketer estimates the US adult email audience will reach 188.3 million in 2013 and will continue to climb to 203.8 million by 2017.
In a world where smartphone penetration in the US has reached 55%, marketers can no longer afford to think of email messages in terms of “mobile” and “non-mobile.” The reality is that subscribers will likely view your messages on a wide variety of devices—including desktops, laptops, smart phones, and tablet computers.
The mobile experience is highly interactive and every email is viewed in stages. Plan for each stage, using both the design and content strategically. (Designing for the Mobile Inbox)
When planning content for a multi-device, your most important content should come first.
- Don’t focus solely on click-based interaction—instead, think in terms of swipes and taps. Grid-based layouts ensure content is easy to read and digest.
- Try limiting your form to one field: the email address. (Salesforce.com)
- A one-column layout works best in responsive design. If you have a multi-column layout, carefully plan how elements shift or stack.
- 43% of all emails are now being opened via a mobile device. (Return Path)
- Know your audience—it’s the most basic of all marketing principles. If your brand’s mobile audience is at or above 10%, it’s time to start optimizing for mobile.
- A staggering 66% of Gmail opens take place through on mobile devices, with only 19% opened via web browser (Litmus)
In order to decrease your bounce rate, locate emails that generated a high number of bounce backs and investigate the source of the list. Once you removed this should improve your stats and reduce your chances of being labeled as spam or worse, having your ISP blocked.
Be sure to comply with the federal CAN-SPAM legislation guidelines. Most importantly, make sure that all requests for removal from your mailing lists are honored.
Typically, desktop and smartphone email opens happen most often between 10am and 4pm. Recipients often only read the subject line or the first few lines of an email, so be sure to include your CTA early on in your email. Subject lines fewer than 10 characters long had an open rate of 58%. (Adestra July 2012 Report)
According to Google, there are over 425 million active Gmail users as of June 2012. Based on recent research by Litmus approximately four percent of all email opens can be attributed to Gmail webmail users.
B2B Email Marketing
- 61% of B2B marketing professionals worldwide said click-through rate (CTR) was the most useful metric for analyzing email campaign performance, compared with 48% of business-to-consumer (B2C) marketers. (Ascend2)
- Use auto responders to automate simple, recurring emails. Since welcome and thank-you emails will be sent over and over again as you gain new subscribers and followers. (Mastering the Art of Marketing Automation)
- Images help tell your brand’s story, so consider taking the time to choose artful shots that complement your message. For B2B emails, think outside the realm of traditional stock photography to make your messages unique.