With the release of CMS Platform Hubspot’s latest State of Marketing Report, comes a wave of new insights into key marketing trends and practices. We’ve discussed the importance of Email Marketing before in our introduction post, but these latest statistics from Hubspot serve to further prove the point that Email is an essential channel which deserves a space in your Marketing Strategy. We’ve picked out our Top 5 insights to inspire you in your next inbox endeavour, and shine some light on practices that could make your Email Marketing Campaign a success.
1. "Nearly 1 in 5 email campaigns is not optimised for mobile devices”
With so many of us using mobile devices to access emails, it is absolutely best practice to ensure that you incorporate mobile-responsive design into your campaign, and to make your content accessible and engaging for mobile users. This is the most-used tactic for marketers looking to improve channel performance (Hubspot, 2020), and why? Because mobile-optimised design has been known to increase unique mobile clicks by 15% (MailChimp, 2019).
2. “More than 8 out of 10 people will open a welcome email, generating 4x as many opens and 10x as many clicks as other email types”
This statistic is a testament to the power of a well-planned Welcome Email. With incredibly high engagement levels compared to other emails, it’s important to consider the content that you deliver in this initial introduction – what’s the most important messaging you want your audience to see? What offers can you float to convert these clicks to purchase? How can you encourage these people to continue to engage? Prioritising these incentives and messages can set you off on the right foot with securing engaged and loyal customers.
3. 58% of daily email consumers “check their email first thing in the morning” (OptinMonster, 2020)
With this knowledge in mind, scheduling your emails to be delivered in time for early morning checks could contribute towards open rate success. Whether you send late at night, or early in the day, it makes sense to deliver your content to a waiting audience, so make sure to accommodate this in your planning.
4. “Email generates $42 for every $1 spent, which is an astounding 4,200% ROI” (Hubspot, 2021)
This remarkably high ROI is a testament to the effectiveness of email marketing as a platform. With a potential reward this substantial, it makes total sense to factor this channel into your Marketing Plans. But if you’re short on time, how do you limit the investment here? Start with automated processes (where possible), advanced planning and easy-to-use templates to keep things simple!
5. “4 out of 5 marketers say that they’d rather give up social media than email marketing”
This statistic may come as a surprise to some, with social media being such a prevalent force in the marketing landscape, but with the benefits of direct communication, higher engagement rates, and reach, email marketing is often a more fruitful channel in terms of conversions and tangible results.
Need some help with your email marketing strategy? Reach out to the Connolly Media Marketing Team today!
About the Author: Stephanie Weekes
Stephanie is a Freelance Social Media Manager and Marketing Consultant. With almost 10 years of experience working in-house with global brands and agencies, she has an in-depth understanding of multi-channel marketing and brand management.