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Weekly Media Note #153 from Lance Hanish: Don't Overwhelm Your Email Subscribers!

Furniture World News Desk on 8/8/2016


By Lance Hanish


Most E-Mail Subscribers Are NOT Customers…But They Can Be Now.





In an age of social media, instant messaging and texting, one of the staples of business throughout the world continues to be email. For business, email marketing is on top of the scale with an ROI of $38 for every $1 invested. According to Kim Stieglitz in campaign monitor.com report (010616), ‘E-mail marketing reach goes way beyond ROI.’

  • 56% of companies currently use an email marketing provider. (VentureBeat) 53% of emails are opened on mobile devices. (Campaign Monitor)

  • 23% of readers who open an email on a mobile device open it again later. (Campaign Monitor)

  • 75% of Gmail’s 900 million users access their accounts via mobile devices. (TechCrunch)

  • Data for over 1.8 billion opens from campaigns sent in 2013 shows that mobile is the most popular environment for a subscriber’s first interaction with email. (Campaign Monitor)

  • One out of every three clicks within an email occurs on a mobile device. (Campaign Monitor)

  • Mobile readers who open an email a second time from a computer are 65% more likely to click through.

  • Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. (Aberdeen)

  • 74% of marketers say targeted personalization increases customer engagement. (eConsultancy)

  • Only 39% of online retailers send personalized product recommendations via email. (Certona)

  • Emails with personalized subject lines are 26% more likely to be opened. (Campaign Monitor)

  • Personalized emails deliver 6x higher transaction rates. (Experian)

  • 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. (DemandGen)

  • Segmented and targeted emails generate 58% of all revenue (DMA)

  • Marketers see an average increase of 20% in sales when using personalized web experiences. (Monetate)

  • Personalized promotional emails had 29% higher unique open rates and 41% more unique click-through rates. (Experian)

  • You are 6x more likely to get a click-through from an email campaign than you are from a tweet. (Campaign Monitor)

  • Email is 40 times more effective at acquiring new customers than Facebook or Twitter. (McKinsey)

  • When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. (DMA)

  • Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. (QuickSprout)

  • 72% people prefer to receive promotional content through email, compared to 17% who prefer social media. (MarketingSherpa)

  • Including a call to action button instead of a text link can increase conversion rates by as much as 28%. (Campaign Monitor)

  • Email marketing drives more conversions than any other marketing channel, including search and social. (Monetate)

  • A message is 5x more likely to be seen in email than via Facebook. (Radicati)

  • 4.24% of visitors from email marketing buy something as compared to 2.49% of visitors from search engines and 0.59% from social media. (Monetate)

  • Sending four emails in a month instead of one significantly increases the number of consumers opening more than one email. (WhoIsHostingThis “Email Deliverability 101”) The average order value of an email is at least three times higher than that of social media. (McKinsey)

  • Email’s ROI was 28.5% compared to 7% for direct mail. (Chief Marketer)

  • For every $1 inveted, email marketing generates $38 in ROI. (Campaign Monitor) 77% of ROI comes from segmented, targeted and triggered campaigns. (DMA) Employees spend 13 of their working hours each week in their email inbox (on average). (McKinsey & Company)

  • 92% of online adults use email, with 61% using it on an average day. (Pew Research) 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week. (ChoozOn)

  • 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. (Forrester Research)

  • 68% of Americans say they base their decision to open an email on the ‘From’ name. (Campaign Monitor)

  • Six in ten (61%) of American workers who use the Internet say email is ‘very important’ for doing their job. (Pew Research)

  • 83% of B2B marketers use email newsletters for content market. (Content Marketing Institute)

  • Open rate is highest when companies send two emails per month. (Database marketing Institute)

  • US companies send more emails (1.47 million emails sent per month) than the global average of 1.38 million. (MarketingLand)

  • 65% of US retail email list subscribers weren’t customers of the retailer that emailed them. (Listrak)

Only about one-third of US retail email list subscribers from February 2016 to April 2016 had actually made a purchase from the retailer whose email they subscribed to, according to client data from email marketing firm Listrak. Many had made just one purchase from that retailer.





Of the 35% of US retail email list subscribers who were customers of the retailer they got email from, just 15% had made multiple purchases. For retailers, this means that not only are most email subscribers not past customers, but among those who are, the vast majority are not repeat customers. For consumers, it means many are subscribed to retail emails they may not be terribly interested in, and that could lead to inbox clutter and frustration.

Two-thirds of US internet users who receive five or more retailer emails per week, that & by any and all retailers, say they receive too many retail emails, which one imagines might turn off users to digital retail. First Insight’s March 2016 report highlights that, of those who receive five or fewer emails per week, just 21% find they receive too many.

Again, it’s important to note these internet users are talking about retailers in general, not just emails from one specific company, which means that retailers ought to take the presence of other retailers when considering email marketing campaigns and the frequency of sent emails.





For nearly a third of retailers, the average customer makes a purchase within the first 48 hours of signing up for marketing emails, June 2016 research found. And for approximately a quarter more merchants, customers first buy within a week of email signup.

The survey from email marketing services provider Campaigner asked retailers that used the company’s platform about the average time between customer email subscriptions and initial purchase. In total, slightly more than half of digital retail marketers in North America said their average customer makes a purchase at most a week after signing up to receive their emails.

By and large, email can be an effective channel for retailers looking to reach consumers, and ultimately, drive sales. Indeed, March 2016 data from WBR Digita and emarsys revealed that email marketing helps with customer acquisition and retention. Four-fifths of US small- and medium-sized retailers said so.

But too many emails can overwhelm customers. First Insight uncovered that consumers are getting too many emails from retailers. Two-thirds of respondents who received five or more retailer emails per week felt they received too many. Go back to the top of this article to see what the optimum send rate is.

Finally, 85,500+ users are now on the fastest growing platform, Cliptomize, for email mastery. Why? It creates the best click-thru rate.

Remember, the First step to engagement is click-through.

MOBILEFirst is a trademark of CNA|SOPHIS Integrated Marketing Innovation 2016
For more information regarding Integrated Marketing Innovations, read Media Notes Canonical at http://www.cnasophis.com.

For daily media notes, read our blog at http://overtheshouldermedia.wordpress.com. For weekly MNCte Briefs, read our blog at http://sophis1234.tumblr.com.

Lance Hanish is Co-Founding Partner in CNA | Sophis Integrated Marketing Communications. 

He can be reached at:
Lance@CNASophis.com; 
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https://twitter.com/sophis1234
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On Linkedin Lance Hanish


Lance Hanish; Lance Hanish http://pinterest.com/sophis1234/

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