The Journey of Email Marketing
Did you know email is the No. 1 tool for marketers? And it continues to be the most effective resource for return on investment? Emailcenter's latest whitepaper, The Journey of Email Marketing, gives an overview of the journey email marketing has taken by analyzing data that's been aggregated from hundreds of millions of emails over the past four years.
The assumption that email marketing is on its way out couldn't be further from the truth. There's a steady year-over-year rise in open rates, as well as a downward trend in unsubscribe rates. This is backed up by a recent study that found email to be almost 40 times more effective in acquiring customers than Facebook and Twitter. Not only that, data from numerous trusted sources have consistently shown that email marketing often outperforms Google AdWords and Facebook paid advertising.
In fact, research suggests users actually prefer being targeted by email marketing campaigns compared to other forms of online marketing. This makes sense when you think about the rise in spam on other online marketing channels (e.g., social media), which offers very little in the way of spam filtering.
So how has email changed? Well, to start, subject line lengths don't necessarily matter like they used to. Our data highlighted a rise in open rates across the board apart from subject lines containing just one word. Success comes from writing subject lines that don't get caught by today's intelligent spam filters.
Email automation based on behaviors and triggers is also now a must for any company serious about email marketing. It really isn't as impersonal as it sounds. In fact, it's an incredibly effective relationship builder — if you do it right. Spend time on the initial set up. Delivering content that's triggered by the behavior of your leads drives more traffic to your website, increases social engagement and ultimately brings you a higher conversion rate. Even setting up an automated email campaign can provide a more human touch due to triggered emails seemingly conversation-like nature.