As a B2B leader, I’m sure this thought comes to mind as you sift your invoices: I’m investing all this time and money into my company’s marketing campaign, but is it really worth it?
You might be thinking about this as you plan your email marketing campaigns. So, let’s tackle the next question: Does email marketing have a bright future? Based on the facts and stats listed below, the answer is yes. Email marketing campaigns are going to be around for a long time. Research shows that email marketing is a cost-effective way to achieve not just a high ROI but also a high CTR. Additionally, it’s predicted that this year, 3.6 billion new email accounts will be created.
The facts and statistics below will help you understand the behaviors of your email audiences. In particular, take note of your audiences’ preferred email service providers, the time and day they are likely to open your emails, and successful words used in subject lines by other B2B leaders.
5 Stats You Need To Know About Email Marketing Today
- According to statistics, 55% of the information shared via email includes images; over 32% of the information consists of documents; 1.4% is audio; and 11% of the rest of the information is categorized as “other.”
- The majority of email users prefer Gmail (30.30%) and Hotmail (30.12%). On the other hand, Yahoo is close behind as a service provider, with 29.65% of email users relying on it. About 10% of email users prefer an email service provider other than Gmail, Hotmail and Yahoo.
- Only 25% of the world population owns an email address.
- A corporate worker sends and receives 112 emails daily.
- Approximately 90 trillion emails are sent every year.
Must-Know Stats About Email Marketing
Recent research shows that the main reasons for using email marketing are its low cost, ability to track results, broad reach, and its role in fostering closer relationships. Understanding this helps explain why email marketing is favored by B2B leaders, with 81% using it as a marketing tool. Below is a comparison of the percentage of B2B leaders who use various marketing tools:
- Email (81%)
- SEO (68%)
- Event marketing (64%)
- Press statements (57%)
- Online advertisements (40%)
- Direct mail (39%)
- Print ads (34%)
- Sponsorship (29%)
- Webinars (25%)
- Radio advertisements (15%)
- Television advertisements (10%)
Furthermore, email marketing is favorable because it has higher CTR and higher ROI, which is unlike other marketing channels. Note the following statistics:
- Out of 10%, B2B leaders see a 5% of CTR, which is a huge difference than banner ads, resulting in 1.8% in CTR. Lower on the CTR scale are rich media ads, which come in at 0.14%.
- Out of a total of $50 (for every $1 spent), email marketing results in $40 in ROI. Keywords come in at $17 and banner ads at $2.
Although email marketing is favorable among B2B leaders, unfortunately 20% of them tend to neglect time zones in their campaign plans. But according to recent findings, 44% of B2B leaders agree that they see most of their emails opened on Tuesdays; 53% of leaders agree that most emails are opened between 8-am-12pm.
Do Subject Lines Matter In Email Marketing?
As a matter of fact, yes. B2B leaders prefer to use these words in their campaigns:
- Demo
- Connect
- Conference
- Payments
- Cancellation
- Opportunity
- Apply
In recent findings, these words were found to be unfavorable among B2B leaders:
- Confirm
- Join
- Speaker
- Invite
- Assistance
- Social
- Press
- Social
I’d love to know your thoughts on these questions: How do I need to make changes to my email marketing campaigns? How can I encourage my team to make these changes to our emails? Please comment below.
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