It is undeniable that the current perception is that email marketing is an outdated technique in digital marketing, since most users associate it with the excess of information and with the promotions/campaigns of different brands that invade the inbox.
Although excessive information and actions without a clear strategy have caused many users to have a negative view of email marketing, the truth is that it is still present in our day to day; since currently the vast majority is very aware of what reaches the cell phone every minute. If we start to think in more detail about our own behavior, at some point we have saved an email with valuable information with an unmissable promotion; and for those who use email as their means of communication at work, it is inevitable not to check the inbox daily.
Today, we want to share some findings from the State of Marketing Report 2022, prepared by HubSpot in partnership with Rock Content, Litmus and Wistia, which shows that email marketing is not dead:
- 79% of marketers ranked email in their top three effective channels. Email’s low cost and high visibility make it essential to marketing success.
- Most people open email on mobile or desktop, but tablets are on the rise.
- Gmail is the most popular email platform
- Email marketing offers a return of $36 for every $1 spent
Additionally, due to the sheer number of metrics, email subscribers provide marketers with valuable insight that can help inform new ways to build relationships, drive results, and hone a customer-centric approach.
Define the metrics that matter
Historically, brands have relied on open rates to track email success, followed by clicks and bounces. However, there is tremendous value in metrics that have been largely
overlooked, according to Hubspot’s State of Email Analytics Report:
- ROI is measured by less than a fifth of email marketing specialists.
- Nearly half of brands don’t track which interactions end up converting.
- Only 12% of brands measure subscriber value over time, even though many consider this metric one of the best.
For a more holistic view, marketers should focus on metrics that help them better identify which content impacts and converts. As well as tracking the other marketing channels that are influenced by email marketing.
We can help you boost your mailing strategy, you are just one click away from getting a consultancy that can change the destiny of your brand.
