Email by the Numbers - Susan DeMatei - WineGlass Marketing

Editor's Notes

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2. Email is #1 source of offsite sales: Email marketing was the biggest driver of 2015 Black Friday transactions (25.1% of sales) (Source: Custora) But: 89% of marketers say that email is their primary channel for lead generation. (Source: Mailigen) Email is the top source of analytics data for marketers, with 41% using their email marketing performance data. (Source: Forbes) The top 3 uses of email marketing are newsletters (66%), promotional content (54%), and welcome series emails (42%). (Source: Pardot) And: 30% of consumers now read their email exclusively on mobile devices (Source: Yesmail) In 2015 55% of email opens occurred on a mobile device (Source: Litmus) 61% of consumers now read at least some of their emails on a mobile device (Source: Yesmail)
3. In a recent study of the top 500 online retailers 7.7% put email sign up in the header (2.3% use a form, 5.4% use a link) 44.4% use pop-ups 54.3 below the fold or in the footer (56.4% using a form, 10% using links) 29% of retailers incentivized people to opt-in to their email program 18% offered a flat percentage off of a purchase 5.9% offered a flat dollar amount off of a purchase 5.1% offered free shipping Source: 250ok.com May 2015
4. The top 1% of most viral emails generated in excess of 1 forward for every 21 opens Litmus Email Viral Benchmark Report, June 2015
5. It is estimated that 25% of your databases “expires” each year Hubspot, 2015
6. Assumption = 1000 people a month to a tasting room. With partnerships and promotion increase 10% y/y Convert 60% of all tasting room traffic to prospect mailing list It is estimated that 25% of your databases “expires” each year Hubspot, 2015
7. Assumption = 1000 people a month to a tasting room. With partnerships and promotion increase 10% y/y Convert 60% of all tasting room traffic to prospect mailing list
8. Mail Chimp Feb 1, 2016 Segmented campaigns – 14.64% higher opens 59.99% higher clicks 7.46% less unsubs Targeted messages and those sent to small audiences are generally at least 90% more viral than untargeted messages and those sent to large audiences Litmus Email Viral Benchmark Report, June 2015
9. 61% of consumers want to receive weekly promotional emails (28% want them even more frequently.) (Source: Email is not dead)
10. Mail Chimp“retail” benchmarks: 21.55% open 2.44% ctr 1.12 unsub
11. According to eROI’s latest Elements of Email survey, 62% of email marketers that include a nav bar find it more effective than or as effective as the main content in driving clicks. In addition, 65% find that it converts better than or as well as the main content of their email.
12. Buttons increase CTR by 127% Research shows most people scan email campaigns rather than reading them word-for-word, so using buttons for your call to action means they will stand out to skimmers while text links will often go overlooked. This is because buttons have a number of unique attributes linked text doesn’t, including: Size – Often times a button will be much larger in size than a linked piece of text, catching the skimmer’s eye. Design – Buttons often have design elements that links don’t, such as shadows, gradients and other effects. This can make them ‘pop’ off the page and stand out to skimmers. Color – Often buttons will have a different color to the background and text, and this contrast draws the eye and makes the reader notice them more. Whitespace – When a button is set away from other elements in the email, the whitespace around it creates an area free from distraction – leading the reader right to it. Neilson Norman Group Eyetracker Research 2006
13. Emails with social sharing buttons see a 158% increase in click through rates. (Source: Nonprofit Hub) 
14. Responsive design results in a nearly 15% increase in unique clicks for mobile users from a 2.7% average to 3.3%. – Litmus and MailChimp “The Science of Email Clicks: The Impact of Responsive Design & Inbox Testing” (December 2014)
15. Microsoft Confidential