Email marketing may not seem as exciting when you compare it with its more flashy social media cousins but it gets results. Although email marketing has come in and out of favour it still works especially where you have an existing relationship with your viewer.
Does Email Marketing Still Work?
Campaign monitor did an analysis of billions of emails that were sent by Australian organisations in 2020 and found some interesting trends emerging. These trends showed that Australian’s in particular have higher email open rates, higher click through rates and more likely to unsubscribe.
Average email benchmarks for all industries in Australia
Here are the average benchmarks for Australian senders at a high level.
- Average open rate: 20.6%
- Average click-through rate: 3.1%
- Average click-to-open rate: 14.8%
- Average unsubscribe rate: 0.20%
When you consider that on average, the best social media click through rate you can expect is Facebook at 1.11% (Genroe), 14.8% on email is amazing. It is a wonder why more businesses are not using email marketing when they are spending so much money and time on their social media campaigns. Businesses should be highly active on social media however they should also be using email marketing as part of the marketing campaigns.
Why Does Email Marketing Work?
- Reach
- Email Message Get Delivered
- Warm Audience
- Consumer Preference
- Highly Personalised
- Reached
Email marketing works because of its reach.
There are approx. 26 million people in Australia and on average only half are active on social media with less than 2% of your Facebook followers seeing your posts the numbers are getting smaller all the time.
- Email Message Get Delivered
“90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. This is because Facebook limits the number of times your posts appear in the News Feed in an attempt to drive brands towards their paid advertising options.” According to Campaign monitors report.
Your message is up to 45% more likely to be seen by your audience when sent by email.
- Warm Audience
Due to the anti spam, privacy and GDPR (General Data Protection Regulation) laws you are not allowed to just email anyone. People in your database must have opted in, in some form before you are able to email them. You are emailing to a warm audience, people that already know you or your brand in some way.
- Consumer Preference
Most consumers prefer to receive promotional content by email and want to use social to be social, check in on friends and family.
- Highly Personalised
Your email campaigns can be highly personalised and be seen to be “speaking to me”. Personalised emails get a much higher click through that broad email blast. Segmenting your audience and sending an individualised custom email will increase your open rate even more.
Does Email Marketing Still Work?
Absolutely.
Email is familiar it has been around for over 40 years and with approximately 54% of emails are opened on mobile devices with this number steadily climbing over the last few years.
Email marketing works because it gets to a warm audience at the right time. To increase the effectiveness of your marketing make should you have an email marketing strategy included in your overall marketing plan. Email marketing not only increases your brand awareness and top of mind status with your potential customers, but it leads to direct sales too.
Need Help or Want to Know More?
Contact Cathy Smith and the Team at CATCO Enterprises today.
Marketing doesn’t have to be that hard.
At CATCO Enterprises we create attraction and competitive benefits for businesses through holistic marketing. Comprehensive strategies that build relationships, honesty, integrity, and trust producing a positive marketing ROI.
Cathy is on a mission to make sure that small businesses thrive and for their marketing to do what it is supposed to do – make them money.
