Have a Lasting Love Affair with Email

• DateFebruary 24, 2020
• AuthorLeah Swearingen
• Categories
  • Featured

Valentine’s Day lasts 24 hours. Your love for email should be endless. 

The reason is simple: Business communication runs on email. According to Marketing Sherpa, 72 percent of consumers prefer email as their top source of business communication. Across every demographic, email is the most popular digital channel. It’s not surprising, either, that a large percentage of consumers prefer email over traditional channels such as snail mail, magazines, and print advertising.

Yes, people grouse about their inbox. But the data says otherwise. Consumers still prefer connecting via email, and email marketers are seeing their email ROI skyrocket. The most recent numbers indicate an average expected return on investment (ROI) as $42 for every $1 spent, according to HubSpot Research’s Global Survey, Nov – Dec 2019.

Here are recent data points:

1. 80% of business professionals believe that email marketing increases customer retention. (Emarsys, 2018).  
2. 59% of respondents say marketing emails influence their purchase decisions. (SaleCycle, 2018)
3. The number of active email users is forecast to reach 4.3 billion in 2023.  That’s half the world’s population. (Statisa 2020)
4. 293.6 billion emails were sent and received daily in 2019. (Statisa 2020)
5. 81% of small businesses rely on email as their primary customer acquisition channel. (Emarsys 2018)
6. Emails with personalized subject lines generate 50% higher open rates. 
7. 49% of consumers like to receive promotional emails from their favorite brands. 
8. 49% of all emails are opened on mobile devices. (IBM, 2018)

Sure, other digital platforms are worthwhile, including Facebook. Many of my clients get solid results from well-conceived Facebook promotions. But when you’re looking for the most direct way to reach and interact with your audience, you can’t beat email.