Why Email Marketing Still Works
Question: What do Earth Day and email have in common?
Answer: They are both 1970s classics that never go out of style.
Since 1970, people worldwide have used this day to stage events that bring awareness and support for environmental protection. The Earth Day Network has brought over 1 billion actions to help the environment and are continually growing with the Billion Acts of Green campaign. This Earth Day organization is the largest environmental service campaign in the world.
Likewise, among communication channels, email still reigns as king. Since its inception in 1971, email has become a critical element of the success and productivity of marketers and consumers alike. Although a few naysayers regard email as antiquated and annoying, the numbers from consumers tell otherwise:
▪ The number of active email users is approximately 2.6 billion.
▪ Email is the most popular activity of users with smartphones or tablets.
▪ Ninety-one percent of customers use email at least once daily.
▪ Sixty-six percent of consumers have made a purchase as a result of an email they received.
Marketing results tell the same story:
▪ Email marketing ROI is $40 for every $1 spent – more than double the ROI for keyword ads and twenty times more than banner ads.
▪ Conversion rates for emails are over 4 percent — higher than search and social strategies combined.
▪ Email click-through rates are 5 percent – five times higher than banner ads and rich-media banners.
So, what does this mean for marketers?
The majority of marketers still recognize email as the best way to navigate consumers to websites or other landing pages. Most are increasing their email marketing budgets and keeping email as their leading source of marketing investment. In fact, by 2019, email marketing spending is projected to top $3 billion – and we hope the Billion Acts of Green campaign hits those numbers too!
Ready to get your email program in the green? Download our free Ultimate Email Monetization Solution Guide and start seeing a profit from your email marketing efforts.
Additional statistical information courtesy of “Email Preferred Communication Channel,” by Litmus.
This blog post was originally posted in April 2015. It has since been updated to include some of the latest email marketing statistics.