May 6, 2021

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The Power of Email Marketing

by Sean Kenny

Posted on May 6, 2021

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This mini-webinar (or Team Talk) was streamed live on Facebook and YouTube and offered a great introduction to the state of email marketing today. Sean helps our students every day, across all our courses, including the Social Media Marketing Course and Advanced Course in Digital Marketing.

Did You Know?

  • DEC Machines sent the first-ever marketing email in 1978 - $13 million in sales generated.
  • There are 3.8 billion email users worldwide.
  • 126.7 trillion expected to be sent by 2022. Average email subscriber receives 13 commercial emails a day.
  • The average ROI for email marketing is $38 for every $1 spent.
  • 66% of customers have made a purchase as a direct result of an email marketing message.
  • Email marketing is still more effective than social media, SEO, and affiliate marketing.
The Power of Email Marketing
  • 0.58% Engagement rate averaged out across Facebook, Instagram and Twitter
  • 22.86% average open rate across industries
  • 3.71% CTR on average across industries

Where does email fit in?

Traffic generation: Effective for high-value content you create on your website.

Awareness: Email marketing allows you to stay top of mind while providing detail. 

Lead nurturing: Provide High Intent Leads with conversion-focused content "nurtures" them toward a sale.

Revenue generation: Target existing customers to upsell and cross-sell - "abandon cart" campaigns for recovering lost sales conversions.

Gmail Ads

Suitable for sales, Leads, Website traffic, Product & brand consideration, as well as Brand awareness and reach.

Targeting: Similar Audience, Remarketing, in-market, affinity, audience keywords and demographics.

B2B Email Marketing

  • Emails that are triggered by an action perform 3X better than nurture emails or drip campaigns 
  • For 86% of professionals, email is their preferred communication channel 
  • Clickthrough rates are 47% higher for B2B emails than B2C 
  • Subject-line emojis accounted for increased open rates for 56% of brands

B2C Email Marketing

  • 78% of consumers have unsubscribed from lists because a brand was sending too many emails 
  • Over 90% of consumers check their emails daily 
  • Email subscribers are 3X more likely to share social content than others

Email Marketing Trends

Micro-Segmentation - past purchases, previous interactions with your website, resource downloads, and by-products and/or services searched.

Hyper-Personalization - Better access to data allows possibility to send more relevant email communications.

Email Automation - Welcome emails, cart abandonment emails, and re-engagement emails.

AI-Driven Email Marketing - Predictive models for customer interaction or preferred content based on their behavior. Netflix is the best example.

Tips and Pointers for your Email Marketing

  • Personalize your email without using the recipient’s name.
  • Long for click-throughs; keep it short for opens.
  • 8:00 p.m. to midnight is the prime time to send your email - but test for your customers.
  • The best content is free content: Give something away.
  • Mobile Optimize - Mobile opens account for 47% of all email opens.

How to Get Started

Integrate email in to all your channels, a banner or form to your website, social lead campaigns.

  • Email series 
  • Free downloads 
  • Free white papers or eBooks 
  • New releases and product updates
  • Competition and Promotion details

Free Tools: Mailchimp, Hubspot email marketing, Sender

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Sean Kenny
Sean Kenny

Sean Kenny is a Tutor at the Digital Marketing Institute and has worked within the field of digital marketing for over 5 years. He has worked for one of the largest display and banner advertising networks in the world as well as one of the most popular social media platforms.

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