Emails are great to incorporate in your marketing mix especially if you are a small business. Mainly due to the costs involved with sending emails. Emails provide a low-cost method of marketing. Nonetheless, despite its suitability for small businesses, standard rules apply.
The popularity of emails is on a steady growth trajectory. In 2019, according to Statista, there were 3.9 Billion global email users, a figure set to grow to 4.3 billion users by 2023. Again, in 2019, 293.6 Billion emails were sent and received daily and expected to increase to over 347.3 Billion daily emails in 2022.
81% of Small and Medium-sized businesses rely on email as their primary source of customer acquisition, and 80% for their retention.
Every business, no matter the size, looks for a strong return on investment case before investing in any strategy. Emails have proven to give a great ROI, with every $1 spent on email marketing estimated to yield $42 average return.
Personalization is one of the rules that would increase the open rate. Imagine receiving a generic email that rather than addressing you, sounds like an advert. You will think of it as spam and will have no motivation to read it. Talking of personalization, did you know that personalized subject lines generate 50% higher open rates? According to The 2017 Yeslifecycle marketing report.
If you have ever subscribed to any online platform, which if you are reading this, is highly likely, you have received a welcome email. Now, welcome emails, according to Getresponse (2017) have an 82% average open rate, compared to an average open rate of 21% on regular emails.
Better yet, for e-commerce businesses, abandoned cart emails work wonders. Sending three abandoned cart emails results in 69% more orders than a single email. So if you thought you would annoy recipients with reminders, you better change that thinking.
Did you know that 49% of customers like receiving promotional emails from their favourite brands every week? It all makes sense with the way people are busy. They might appreciate your reminders to complete their transactions.
Martech Advisor reported in 2017 that adding videos to your emails can increase click rates by 300%. Interactive email content increases the click-to-open rate by 73%. You can experiment with Gifs, photos, social links and simple embedded surveys to add some variety to the content, depending on the goals you want to achieve.
All the best as you incorporate email marketing into your larger marketing strategy. Remember that you don't have to try out everything at once. You can include a suitable CRM like Ongair in your marketing mix, to talk to your customers in a central place.