- 95% of online consumers have an email account
- 78% of emails reach the recipient inbox
- 74% of Facebook fans will not even know you posted something
- 75% of Facebook post reach happens in less than 2 hrs
- 77% prefer email to receive promotional content
- 66% of Gmail messages are opened on mobile devices
- 95% of online consumers use email
- 91% check their email at least once a day
Today, there are currently billions of active email accounts and basically zero competition for emails and marketing to those accounts. Additionally, email has become so integrated into our lives that no human being walks around saying he/she will quit email. Right from the beginning of an email campaign you know your message will end up in particular email inboxes. The question then becomes, How do I get recipients to open my email blast?
The concept of reach is completely different between Social Media platforms and Email accounts. When we discuss social media, typically we refer to “Potential Reach” because of the number of followers each business has, but your content only reaches a small fraction of that list. Even though E-mail is only opened by a fraction of subscribers, there is a difference. With E-mail, the actual message will reach its destination, s/he then has the option to not read it. Even if 22% emails get lost, we’re will continue to work with much higher potential than posting on Facebook where 74% of your messages are potentially missed. Take in consideration we are talking about averages, your email or Facebook performance might be different.
In a recent study by Wisemetrics, revealed that 75% of Facebook post impressions were achieved in just two hours and 30 minutes and, 75% of the “Reach” happens in only one hour and 50 minutes, leaving the life of the post to dwindle. Comparably, the life span of a Tweet is so short, its popularity can be predicted in the first five minutes, according to research conducted by The Twouija. In the end, the life of an Email is endless, it doesn’t die, it must to be killed to become irrelevant. Email sits inside your subscriber’s inbox waiting to be acknowledged, even if it’s just to delete it, it requires an action to put an end to the message.
The topic of measuring ROI produces hundreds of blog posts every year without coming to a solid conclusion. Email marketing efforts have a set of solid metrics that have been the standard for years: Growth, Open Rate, Click Rate, Complaints, Unsubscribes, and you can take it from there and even track sales and revenue. By tracking performance metrics for each Email campaign, a business can gauge how successful each effort has been, as well as decide how to move forward with similar efforts. Businesses will continue to use whatever method of marketing produces the best results, so we need to understand what each of those results is.
If you are a small business, email needs to become the ultimate engagement vehicle. This doesn’t mean that we are suggesting you “talk” to your email subscribers like you would on social media, but we do suggest discussing comments one-on-one with prospects that have clearly expressed interest by joining your list.
The beauty of all this is that email and social media are friends, especially Facebook. If you’re failing to see these potential connections, you’re probably wasting great opportunities not only for growth but to establish cross platform initiatives.
I always talk about the natural perception users have for different networks and how that affects conversion. Facebook for example is viewed by the average user as a place to connect and interact with friends and family. I never heard anybody say “I can’t wait to see what Wells Fargo said on Facebook today”. Email is perceived differently, perhaps due to its privacy or simply because we’ve grown used to receiving promotional items in the mix with other types.
Litmus is observing that 66% of Gmail messages are opened in mobile devices, theExperian Q2 2013 Quarterly Email Benchmark Study says that 50% of all “Unique Opens” and 40% of all “Unique Clicks” happen on mobile. A while it’s understandable that the majority of transactions will take place on the web, Mobile email already accounts for 13%. These are not small numbers and, while some marketers worry about having to be “compatible”, the smart ones are busy working on a whole new channel to deliver their messages: right to the hand of the subscriber!
Email has the power to send one piece of content to thousands of people and still have some level of personalization. But that’s just the tip of the iceberg, “Segmentation” of your list allows you to separate subscribers in different groups to send highly targeted messages depending on actions taken or specific times.