What Trends in Email Marketing Mean For Your Strategy Lauren Nelson | July 27th, 2016

465640-email-marketing

 

Email marketing and customer communications strategies have long played an important role in a company’s user engagement and conversion rates. The direct nature of the messaging and ability to personalize those messages allows email to serve as an effective means of conveying information and persuading recipients to take specific actions.

Though speculation has bubbled over the past four years that such tactics were losing efficacy in a world where younger internet users, in particular, were showing preference for fast-paced messaging services, data shows that email use has actually risen substantially during that time period. It is predicted that more than 1/3 of the global population will be using email by 2019.

That doesn’t mean that email strategies are easy to develop and execute. Spam filters are the perpetual bane of the email marketer’s existence, and the dawn of Google’s Promotions tab has made things even more difficult.

In such a world, knowledge is power, which is why we were so excited to take a look at IBM Marketing Cloud’s 2016 Email Marketing Metrics Benchmark Study. The comprehensive study takes a look at email marketing KPIs by metric, industry, delivery period, function, and region, offering useful perspective on email marketing and communication strategies. Here are some of the key takeaways.

  • Transactional emails — or emails that are prompted by specific user actions and inaction — receive far greater traction than non-transactional emails, with higher open and click-through rates. This isn’t necessarily surprising, as transactional emails tend to be anticipated by the recipient in many cases and contain more pertinent information than a promotional email might. This does, however, underscore the importance of developing effective system-generated communications to guide your customers and potential customers through the experiences of engaging with your brand.
  • Though marketers often talk about the opportunities associated with event-driven email campaigns — especially around the holidays — these emails suffer from low open and click-through rates. This can be partially attributed to the fact that overall email volume experiences an uptick during such time periods, making it easy for your emails to get lost in the mix.
  • There is distinctive benefit in establishing a frequency balance. Marketers who send more frequent email communications receive lower open and click-through rates per campaign, but they receive more aggregate traffic and conversions as a result of the strategy. It’s the law of numbers: more opportunities to generate results tends to add up. That said, there’s certainly a balance to be struck; industries notorious for their high frequency email strategies also see a higher complaint and unsubscribe rate than those with more targeted communications.
  • Surprising no one, mobile email use continues to climb at a steady rate. Though some industries see higher desktop and webmail activity, mobile is dominating overall, particularly in spaces where communications target consumers directly. Though the trend is not new, these findings emphasize how important it is to make sure your emails are designed to be just as appealing on a person’s phone or tablet as it would be on a computer monitor.

The report contains many more juicy details, and can be accessed here. What about you? What are you seeing play out in your email marketing? What advice would you offer others in the space?

From many minds, the perfect design. Post your project today and let the crowd wow you!

Join the crowd that's raving about the crowdSPRING Blog

Get our weekly digest of can't-miss content on how to take your brand to the next level.

Creative needs?

We've got 190,000 creative professionals ready to meet them. Take your project to the crowd!

Click to get started on

Free eBooks

interviews with graphic and web designers

12 Question Interviews with cS designers.
Get it »

contracts for graphic designers

Contracts for designers who hate contracts.
Get it »

contracts for software and website developers

Contracts for software developers who hate contracts. Get it »

Latest tweets

crowdSPRING @crowdspring
Check out this new Print design proj on cS! Pe...https://t.co/3WotKItVN9
crowdSPRING @crowdspring
Check out this new Banner Ad proj on cS! Bcourt Needs...https://t.co/ErLCOY42eC
crowdSPRING @crowdspring
Fresh from the SPRING: RoyalSmart https://t.co/fVQMRttDCj #inspiration #fromthevault

About crowdSPRING

Tens of thousands of the world's best and most successful entrepreneurs, businesses, agencies and nonprofits rely on crowdSPRING for affordable and risk-free custom logo design, web design, a new company name or other writing and design services. More than 190,000 designers and writers work on crowdSPRING. We create designs and names people love. 100% guaranteed.

Learn more »
Read previous post:
creative_hands
More than a Logo: 5 Additional Ways to Leverage the Crowd for Your Creative Needs

  When we talk about crowdsourcing creative work, the primary focus of the conversation is frequently on graphic design, and,...

Close