The Why, When and How of Email Campaigns

- A key ROI of Digital Marketing 

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 WHY USE EMAIL MARKETING?

Facts about Email Marketing 

• The conversion rates of Email Marketing are three times higher than those of social networks. (Source: McKinsey & Company)

Online Shopping Mainstream: 

•   81% of surveyed US digital buyers said they were very likely to make additional purchases, either online or in a store, as a result of targeted emails. (Source: Harris Interactive)

•    Email to a triple potential vis-à-vis that of social networks such as Facebook and Twitter, the basis of the Email users are three times larger than Facebook and Twitter combined. (Source: KISSmetrics)

Quality Leads: 

•    According to 40% of B2B professionals, leads of Email Marketing are high quality (Source: Marketing software advisory firm, Software Advice)

Optimal method of Coupon or Discount Delivery and Offers: 

•    7 out of 10 people say they have used a coupon or discount received or Email Newsletter Marketing. (Source: 2012 Blue Kangaroo Study)

Growth in Accounts: 

•    In 2013, there are nearly 3.9 billion email accounts worldwide, to an estimated 4.9 billion by the end of 2017. (Source: The Radicati Group)

Return on Investment: 

•    For every dollar invested in the Email Marketing, there is an average ROI of $ 44.25. (Source: emailexpert)

Email Usage:

•    91% of potential customers use their Email at least once per day. (Source: ExactTarget)

Lead Generation: 

•    42% of businesses say that email marketing is the most effective tool for generating qualified lead. For B2C marketers, 88% confirmed that Email Marketing is the most effective tactic in which to relate to the generation of qualified leads. (Source: Circle Research)

More Frequent Campaigns leads to Sales Generation: 

•    Companies that send more 100,000 emails per month sees a return on investment of 94%. Companies that send less than 100,000 emails per month, however, see a return of 139%. (Source: MarketingSherpa)

WHEN TO SEND

Industry experts among email marketers when asked, “When is the best time to send email?” has always been, “Tuesday through Thursday morning, between 8 and 10am.”

TRY LATE NIGHT

However, A 2012 Experian email marketing benchmark study across all industries found that recipients are surprisingly active late at night. Unique open rates averaged 21.7% from 8pm to 11:59pm and 17.6% for 12am to 4am. Moreover, this late night group was more likely to click through, with open rates of 4.2% and 3.2%, respectively. These night owls also had the highest click through rates for all times of day. Revenue per email was also the highest in the 8pm to 11:59pm group.

• Make a sample study of a late night delivery of your campaign and check your analytics!

SENDING PROMOTIONS? TRY THE WEEKEND

Fewer promotional emails are sent on the weekends. This has created an opportunity for some businesses to scoop up some email love when there is less competition.

Experian’s email marketing study found that recipients responded more to promotional emails they received on the weekends – when the send volume was the lowest. The unique open rate for Saturday and Sunday was 17.8% for both days, the highest percentages of the week.

• So schedule your Campaigns to blast on the weekends and compare your open and click rates to weekdays!

LET’S NOT FORGET THE HOW

Mobile Matters

A recent study by Litmus found that 48% of all emails are viewed on a mobile device, and this percentage is on the rise. Because mobile click through rates are lower, you want to be sure the ultimate message you’re sending is right there in the email, and that your links are very easy to spot and click (no matter what time of day you’re sending).

Harland Clarke’s study also found that the email open rates depended on the device the recipient is using. They found that tablet users, for example, were more like to open emails outside of business hours (from 5pm to 8am), while desktop users were more likely to open during business hours.

• This is key and impossible not to over-emphasize. Your content should be mobile friendly and therefore more visual!