Does Email Marketing Really Work? How to Get the Results You Need

Image courtesy of Sean MacEntee/Flickr.

All kinds of businesses, from large corporations to small startups, use email marketing campaigns to reach potential customers, communicate with current customers, increase sales and grow their businesses in all kinds of ways. But, does email marketing really work? Can you get the results you need with this kind of strategy?

These statistics from Convince and Convert give some insight into the success of email marketing, and can help you create strategies that work.

Email Marketing Encourages Spending

44% of people who receive email marketing messages made at least one purchase during the previous year based on a promotional email message.

Also, people who buy things based on email marketing promotions spend 138 percent more than people who do not receive the emails. Using messaging that promotes your products and services could be a very successful way to increase your sales.

Avoid Getting Marked as Spam

21% of people who receive marketing email mark it as spam, even if they know it isn’t spam.

This statistic shows that people grow weary of constant promotional emailing. If you bombard your subscribers with marketing messages, they will get tired of it and mark it as spam. What does this mean for you? It means that if you overwhelm your subscribers your messages may be completely ignored. Be cautious about how often you send marketing emails.

Keep Your List Current

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30% of people who subscribe to email lists change their email address once a year.

The significant amount of subscribers who change their email address on a regular basis means that you need to keep your list current. Make it easy for subscribers to update their email address and realize that many of your emails are being sent to old or unused email addresses. This statistic reveals a weakness of email marketing and is a reminder of the constant challenge to reach your market and encourage them to read your messages.

The Subject Line is Your Opportunity

35% of people decide whether or not to open an email based on the subject line.

Furthermore, 69 percent of recipients mark messages as spam based only on the subject line. By making your subject lines interesting, urgent and valuable, your subscribers will be more likely to read your marketing emails. If your subject lines aren’t able to capture your market’s attention, your email will be far less effective.

Using Preview Panes to Your Advantage

84% of people between 18 and 34 years old use an email preview pane when they view their inboxes.

This means that if your emails make it to your subscribers’ inbox, chances are that people will get a glimpse of your message. Even if they don’t stop to read it, big text and colorful themes will likely get their attention. Take advantage of this by using visual components to make your message stand out and put the most important part of your email near the top so it appears in a preview pane without requiring the user to scroll down.

Image courtesy of David Erickson/Flickr.

By promoting the right products and being sensitive to the fact that your subscribers likely receive a lot of email, you can send messages that get results and don’t get marked as spam. Understanding how your market views your emails and how much they value subject lines, you can make sure your emails get read by your market so you can use email marketing effectively.