New data from the 2014 Science of Email Report has been released. This is a survey of one thousand English speakers and it reveals some very interesting insights about the medium and how modern consumers respond to email-based marketing communications.
One of the biggest inconsistencies that emerged was that the participants said they preferred receiving image based emails when they were interviewed. However, when the results were evaluated, it was clear that the click through rate was lower on the mails where images were used. Let’s take a look at other findings from the report and how you can shape your email marketing campaign for better results.
The Use of Email Filters Is Increasing
The data also found that 54% of the participants were using email filters to sort through their mail. Sixty-eight percent said they deleted unwanted mail, 58% said they unsubscribed, and 49% said they marked it as spam.
It also emerged that younger users are more likely to use spam filters. 63% of the 18 to 29 year old age group said they used filters, compared to only 49% of people over 60 years of age.
Of course, the high incidence of filter use does make a stronger case for direct emails rather than mass marketing techniques. And while the mass mailing platform gives you invaluable insights, if it’s the relationship building element that you are interested in, you might want to take a more personal approach to communicating with your clientele.
You don’t have to compromise on design either. If the email is sent from a personal email address, as opposed to something generated by a system, it is more likely to be opened, whether it has images or not. When the recipient knows the sender, he or she is most likely to open and respond to mails that have been sent.
Younger Demographics Show Less Tablet, More Smart Phone
Over 70% of the 18 to 44 year old age group admitted to using a smart phone to read their email. This dropped to only 50% of 45 to 60 year olds and only 30% of those over 60. The data suggests that older age groups prefer larger screens for reading. Do you know what your target audience is using to view your communications? How can you improve the experience for them?
Another big preference among younger users was html format:
More than 75% of users 18-44 said they preferred HTML-formatted emails, while users over 45 years old were split almost 50/50 on preferring HTML vs. plain text. Perhaps this relates to the increase in usage of email clients that automatically load images, including Gmail and iPhones, vs. previously more popular email clients like Outlook that may have trouble properly displaying emails with images.
If your brand wants to be universally appealing, then the technology that is powering your target audience needs to be taken into account.
Blanket Mailers Are More Likely To Be Opened On Mobile
The survey showed that direct or one on one emails are more likely to be opened on desktop devices while mass mailers are more likely to be opened on non desktop devices. Again it argues the importance of compatibility across different browsers and devices.
It also highlights the importance of sending targeted communications to the right lists. An Entrepreneur.com article begs an important question:
When composing a marketing message, which do you think will be more effective: a one-size-fits-all pitch that promotes the same product regardless of the customer’s purchase history? Or one that offers promotions for products the customer bought most recently?
It’s all about tuning into what people want to receive and ensuring that it is tailored perfectly for their needs.
Video In Email
Smart phones and tablets present one kind of technology. Smart marketers know how to use and harness different technologies to get the results they want. In this excerpt from a Reel SEO article, video in email marketing’s uptake is compared year on year:
82% of marketers surveyed indicated that video email marketing has been either very effective (34%) or somewhat effective (48%) for their business or organization. However, 18% of marketers confirmed that video email marketing had not been effective which is an increase compared to 12% reported in 2012.
Challenges in technology have made video difficult to implement, with many marketers opting for links to video in the past, over embedding it to play with the email frame. However, as the technology improves, and as content makes the transition to being more multimedia in nature, this trend is expected to increase in popularity going forward.
Remarketing And Email
Remarketing is an effective way of branding online and monopolizing on brand recognition to boost online conversions. If you run an e-commerce store and you are experiencing a high percentage of shopping cart abandonment email marketing can be an effective way to target those leads. People who have competed part of the sale, or gone to the extent of registering on the site, are considered qualified leads. You may need to communicate with them a few more times to make your sale, but every email can improve your chances of making that conversion.
So, how effective is remarketing? Well, according to a case study cited in a Moz.com article,
In 2013, Scandinavia’s largest auction site, Netthandelen.no set up an automatic e-mail to be sent out to customers that had bid and lost an auction. The e-mail contained a message about the lost auction and a link to a new auction with the same product. The e-mail has generated over $1.8 million in trackable revenue in three months.
What the case study verifies is merely the fact that your database, and your relationship with the people on it, is really important. Email marketing is part of the relationship building process and it is not very often that one email is enough to make really impressive sales. For the most part, it is a process that needs to be followed through in order to be lucrative.