Last year we wrote an article exploring the highs and lows of email marketing in 2019. So it only felt right to bring it back again for this year. To share with you the latest updates and insights you need to know about email marketing in 2020.
Whether you’re already an advocate for email marketing or are perhaps in need of a refresh, we hope that these stats will help you switch up your approach and improve your email channels performance.
1. Email lives on
Email is dead. Long live Email.
Not too long ago there were cries that Email was dead, (example 1 and 2), not only would GDPR kill the channel but many would also claim that engagement was on the decline and it wasn’t a viable channel. Yet that was only partially true.
In 2019 the number of global email users was 3.9 billion and is set to rise to 4.3 billion by 2023 (Statista 2020). It is safe to say that email is still booming as much as it was in the 90s when it was first launched onto the scene. This is definitely the most important email stat to reassure you that your email marketing efforts aren’t futile.
With over 3.9 billion users, the chances that your target audience engage on that channel are very likely. So, why wouldn’t you use that channel?!
It's also worth mentioning that open rates and click to open rates (engagement with content in the email) have remained stable over recent years, if anything they are on the rise (DMA) and you are 6x more likely to get a click from an email than from a tweet (Campaign Monitor).
Circling back to the “Email is dead” point then, why is it only partially true? Engagement most likely was on the decline for many organisations, and GDPR also appeared to prove a problem for many organisations. Yet, that was most likely because they had data that either was not relevant, emailing contacts that were not the right fit, and sending boring, unengaging emails hoping for some kind of response. If anything, GDPR helped organisations (especially B2B) to cleanse their lists, and only use data that was 1) engaging, and 2) relevant, thus leading to improved performance.
2. Optimising Optimisation
Dark mode has been at the forefront of email optimisation with its introduction.
In recent years, the world has awakened to the impacts of excessive screen time and blue light exposure on the health of employees. DSE regulators now suggest we take a screen break frequently or change activities every hour.
Sometimes, long hours at a screen are unavoidable, but dark mode on emails has helped to combat eye strain problems including dry eyes, headaches and blurred vision.
Dark mode has been well and truly leveraged by Apple since they rolled out the feature across email applications, social media sites and texting/messaging services back in 2019. Since then, it has become commonplace in the online world with many major email providers now enabling dark mode on their platforms.
Although the basics of email remain pretty similar to previous years, dark mode has successfully increased the readability of email marketing meaning that a recipient is more likely to stay on your email and read all the way through.
This does make the task of email marketing slightly more challenging as it’s another variation to consider when designing templates. However, it also provides an opportunity to try something new and engaging. Ensure you test and simulate your email across a number of devices and browsers, HubSpot for example offers users the ability to view their email in a variety of browsers, email platforms and devices before sending.
3. Interactive email is the way forward
Simply by adding a video into your email you can increase the click rate by 300% (Martech Advisors).
One of the biggest blessings for marketeers in email optimisation recently has been the introduction of Google's AMP technology for email. AMP increases the functionality of the email inbox by enabling interactive features such as ratings and other CTAs.
The main provider of this technology at the moment is Gmail but we have everything crossed that it will be rolled out to all the major email providers in the near future.
Having interactivity in your email marketing means that it is easier than ever to drive traffic to the desired destination, whether that be your website or a blog post. Everything is at the recipients fingertips, if you want them to leave a review, all they have to do is scroll down and submit one, there's no need to even leave the email!
Email started off as plain text before the introduction of inserting an image and building HTML templates. Now, as we can even incorporate live animations, GIFs and videos the possibilities are endless. However that doesn’t mean you need a video in every, single email. Test what works for your audience, at each stage of the funnel. You’ll surprise yourself with the insight.
4. Get more bang for your buck
Costings are always a big factor in which marketing techniques companies choose to implement. As much as you would like to invest all your money in getting yourselves out there, it is simply not possible if you still want to have a business left at the end of it.
Email is by far one of the most cost effective methods of marketing due to its scalability and ease of use.
Email marketing can generate anything from an average of £28 to £31 per £1 spent, resulting in an impressive 3,800% + return on investment.
5. Personalisation is key
Finally, here are some quick fire stats on the benefits of personalising your emails.
- Emoji increased open rates by 56% as compared to text-only subject lines (Experian)
- Emails with personalised subject lines get a 26% boost in open rates (Campaign Monitor)
- 47% of email recipients will open your email based solely on the subject line (OptinMonster)
- Including a recipient’s name in your email subject line increases open rates by up to 18.3% (SuperOffice)
Email is full of spam, with lots of poorly designed emails, and boring content being sent out daily to everyone from yourself to your prospects. Email can be a successful channel if leveraged properly. Ensure your data fits your ideal audience and that they’re opting into your communications. Only send emails offering something of value to them. Be bold and be different to stand out and engage.
If you’re looking to try something different to drive leads and business growth, then consider working with an external partner. Even better, consider working with Catalyst! You can book a call to find out how we can help, or even if you just fancy a chat here.