Marketers go all in on email, but have consumers had enough?
A new, extensive email marketing study indicates that marketers are more engaged in email marketing efforts than ever before. However, the engagement from email recipients is not on the same level. Of course, data around email marketing is so nuanced that it deserves a careful review — that’s why we are classifying news from this report good, bad, and ugly.
The study reports that the volume of emails sent increased year-over-year from 2016 to 2017 by 18 percent, equaling 30 billion emails sent by marketers in 2017. A full 9 billion of those sent emails occurred in Q4, meaning that marketers became more aggressive emailers as the year progressed.
In more good news, not only were email marketers active, they also were getting better at sending well-designed content. More marketers are making it a practice to send responsive-designed emails. Those marketers who sent only responsive-designed emails saw a 13.1 percent click-to-open rate. On the other hand, those who did not use responsive design in their emails saw a 9.7 percent CTO.
Despite their increased efforts, email marketers as a whole have a few opportunities to improve. Perhaps the most prominent reason is because the number of new email subscribers continually dropped throughout the year. Whereas in Q1, email marketers saw a 6.1 percent increase of new subscribers, that number dropped to 5.1 percent (Q2), 4.3 percent (Q3), and all the way down to only a 3.5 percent increase in Q4.
Likewise, despite the overall increase of people using mobile devices, mobile clicks and opens have accounted for about 53 percent of all email actions for each of the last two years, meaning engagement among email users on mobile has plateaued.
The study found that not only are 1 in 5 of your subscribers not regularly opening your emails, they are pretty much never opening your emails. The study found that 20 percent of those who have opted-in to receive an email from a brand have not opened any email from that brand in the last year. Ouch.
So, what can you do to get your subscribers to more regularly open the mail you are sending to them? Nathalie Lussier offers these five tips on her “Off the Charts” digital strategy show:
- Make your subject line like something that a friend would send to you.
- Make a note of what makes you want to open any of the emails that arrive in your inbox, even from friends and family.
- Build a little curiosity. Don’t give away everything in your subject line.
- Tell recipients what’s in it for them.
- Don’t use the word “free” anywhere in the email to avoid getting relegated to the spam inbox.
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