When it comes to marketing, the million dollar question is always: “What is my return on investment going to be?” Traditionally, this has been a difficult question for marketers to answer.
Fortunately, along with all the technologically advanced marketing tools that have evolved in recent years also comes the capability to measure results more accurately. Check out these email marketing statistics to help you sell and support a marketing program to your c-suite:
#1. More Channels Means Better Performance
According to an extensive study involving 2 billion email campaigns, the more channels you use, the better performance you obtain. Marketers who utilized at least three channels found that their customer retention rate jumped by 90 percent. In addition, three or more channels led to a 250 percent higher purchase or engagement rate.
In the study, companies who used one marketing channel retained about one-third of their customers while those who used three or more kept about two-thirds. And, more importantly, customers spent more per order. Those businesses who reached customers via three or more channels experienced an average order value of more than $66 while those who interacted with fewer channels spent under $59.
#2. Custom Automation Workflows Generated Top Click and Open Rates
One of the email marketing statistics also showed that custom automation workflows led to the highest click and open rates when compared with other workflows.
Although the study found that cart recovery automation workflows still help companies recover the most lost sales, and that order confirmation workflows generate the highest open rates, the extra effort to customize these and other workflows to exactly what your particular customers need boosts those numbers even higher.
In the end, click and open rates are really about building long-term relationships with your customer so you become the trusted source for a particular product or service. Building loyalty among your customer base will help increase your revenue and reduce your costs in the long run.
#3. Targeted Campaigns Mean More Orders
It’s something that most marketers know at a gut level. If you create a targeted marketing campaign delivering what a segment of your customers needs, you’ll generate more orders. However, here’s some hard data to actually back that up. Omnisend found that segmented campaigns had one-third higher open rates as well as generated more than 26 percent more orders than more general campaigns.
Finding a marketing tool that allows you to drill down to a specific segmented audience and offer just what they need at the right time is definitely worth the investment.
#4. Timing Your Email Communications
Timing is everything, right? When it comes to email communications, sending the right communication at the right time can result in a potential customer opening and clicking through your campaign. Sending it at the wrong time can mean that your email slides down the inbox list to a moment of no return.
Most people will check their email first thing in the morning, and that’s a great time to give potential customers something to think about. Campaigns received at the beginning of a work day are opened by about one-fifth of recipients. However, people seem to have more time to click-through your offer at the end of the work day. Order rates are also higher late in the afternoon.
In addition to time of day, sending campaigns during the first third of the month generates the highest order rates. Perhaps budgets are renewed on the first of the month, freeing up more dollars to spend.
If you haven’t jumped on the omnichannel marketing bandwagon yet, now is the time. By studying these email marketing statistics 2019, you can clearly see that the return is worth the investment.