Email is NOT Dead! Regardless of how many times bloggers say email is dead, it simply is not. Email has evolved and gotten much better for businesses who know how to manage their database of emails. As a former journalist/magazine publisher I can say industry leaders said newspaper was going to be dead by 2012 and it has since managed to continue through 2017. Email is the same situation. Its said that consumers don’t read their email as often as business professionals but benchmark studies prove otherwise.
VSmith Media is a MailChimp Agency Provider and trust their system over the other key industry providers. When deciding on which service provider, we looked at multiple areas that would benefit our clients and what areas would help to expand their automation opportunities. One of MailChimp’s recent benchmark reports about the use of email marketing stated the following regarding open rate averages and the most important factors.
MailChimp sends billions of emails a month for more than 15 million users. Needless to say, we track a lot of data. So we scanned hundreds of millions of emails delivered by our system (where campaign tracking was activated, and where users reported their industry) and calculated the average unique open rates, average unique click rates, average unique soft bounces, average unique hard bounces, and average unique abuse complaint rate by industry.
|Industry||Open||Click||Soft Bounce||Hard Bounce||Abuse||Unsub|
|Arts and Artists||27.23%||2.85%||0.61%||0.44%||0.02%||0.29%|
|Photo and Video||25.36%||3.49%||0.71%||0.61%||0.02%||0.40%|
|Architecture and Construction||24.78%||2.90%||1.50%||1.08%||0.03%||0.36%|
|Agriculture and Food Services||24.71%||2.98%||0.58%||0.43%||0.02%||0.29%|
|Home and Garden||23.82%||3.47%||0.57%||0.40%||0.03%||0.37%|
courtesy of Mailchimp Feb. 1, 2017
If you don’t have an email strategy in place or a current email data base and service provider, please review our findings of the top email service providers.
Consider upcoming trends when developing a strategy for email. How often, how many words, what day of week, what time of day, etc. are the standard considerations, but according to emailmonday.com these are some key things to look at for 2018.
3 Trends Driving the Future of Email Marketing
The best way to determine the future is to look at the momentum of what’s happening now, and where it is headed. Will Devlin listed the three master-trends that will likely define the future of email marketing at Customer Think:
Think mobile first
Mobile devices are becoming our preferred personal computer and are outpacing desktops and other devices for email opens and clicks. Customers don’t differentiate touchpoints. They’re just interacting with your brand.
Time for Real Time
the time where marketers can respond and capture sales has never been shorter. Enterprise marketers have to start thinking about their email program the same way they think about their websites. Automated campaigns need real-time data in order to be effective. Triggered emails (like abandoned cart or product view promotions) need to be plugged into the global ecosystem.
Personalization is critical for success. For custom experiences, marketers need to find technology that allows them to access all of their data in real-time so they can have a complete view of what their customers are doing.. Examples are demographic data, customer satisfaction, lifestyle, spending habits, purchase behaviors, brand interactions, etc.
When you consider your plan and need assistance managing, developing and executing it call on VSmith Media to handle your marketing. To discuss options of email management, automation and execution, book a FREE strategy consultation.