You’ve got mail still rings a bell

Young woman checking email on her phoneLast month, we talked about direct mail enjoying a renaissance. It remains the best medium for cold-call outreach. Email, however, is the most effective way to keep in touch with those whom you have already developed a relationship. Make sure, however, that your emails are mobile-friendly.

Here are some stats that should persuade you of the power of email marketing. The were compiled by Francisco Rosales, founder of SocialMouths, and Niti Shah, head of Email Marketing and Lead Nurturing at HubSpot.

  • 95 percent of online consumers have an email account. 91 percent of consumers check their email daily.
  • 22 percent of emails will not reach the inbox. Compare that with the 74 percent of your Facebook fans who will not even know you posted something.
  • 75 percent of the reach of a Facebook post happens in less than two hours, but an email needs to be actively deleted before its reach terminates.
  • For every $1 spent, the average return on email marketing investment is $44.25. Put another way, email marketing has an ROI of 4,300 percent.
  • 77 percent prefer email to receive promotional content, while only 4 percent prefer Facebook.
  • 66 percent of consumers have made a purchase online as a result of an email marketing message.

But if you’re using an email marketing campaign, make sure it’s optimized for mobile. Shah provided these statistics from 2013:

  • 48 percent of emails are opened on mobile devices.
  • Only 11 percent of emails are optimized for mobile.
  • 69 percent of mobile users delete emails that aren’t optimized for mobile.

Let’s revisit those last three statistics, because they are extremely important. In 2013, 48 percent of emails were opened on mobile devices (that number is likely much higher now). Yet only 11 percent of emails were optimized for mobile. If your emails are not optimized for mobile, 7 out of 10 recipients will delete them – a 70 percent unnecessary failure rate.

Mail programs such as MailChimp and Constant Contact can help make your emails readable on small devices.

Email remains the most effective way to keep in touch with those whom you have already developed a relationship. Email has a high open rate and a high ROI–as long as it’s mobile friendly. Do not use email to attempt to reach those you do not have a relationship with. That’s called spam. For cold-calling, direct mail still is your Number 1 medium.

Any questions? Contact us.

(Photo credit: © Can Stock Photo Inc. / Fisher Photostudio)


Tom Pfeifer is the managing partner and chief strategist for Consistent Voice Communications. Reach him at Tom@YourConsistentVoice.com.

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