14 Fresh Email Marketing Insights for 2012

It doesn’t get the hype that Pinterest or Facebook do, but email is still an invaluable marketing tool. We used Factbrowser, the research discovery engine, to share some of the most meaningful new email marketing stats and facts for 2012.

Almost everyone uses email. There were 3.146 billion email accounts worldwide at the end of 2011 (Radicati Group) and 85% of worldwide internet users access email (Ipsos).

But young people are using it less and less. Email usage declined by 34% among U.S. 18-24-year-olds in 2011 (ComScore).

There are still trust issues with email. Just 50% of consumers worldwide trust email messages from companies they have signed up to receive (Nielsen).

83% of all emails arrive in the recipient’s inbox (IBM).

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A growing number of emails are opened on mobile devices. 27% of emails were opened on a mobile device during the second half of 2011 up from 20% during the first half of 2011 (Knotice). And half of all Gilt Groupe emails are opened on mobile devices.

And yet, according to eConsultancy, more than a third of email marketing companies have no strategy in place for email on mobile devices.

Investment in email marketing is projected to grow from $1.3B in 2010 to $2B by 2014 (Forrester).

59% of B2B marketers say email is the most effective channel in generating revenue (BtoB Magazine).

75% of small to medium-sized U.S. business websites (SMBs) lack an email link on their home page for consumers to contact the business (BIA/Kelsey).

And here are a few of the latest email marketing tips to help you improve your open rates and click-through rates:

Including the word “exclusive” in email promotional campaigns increases boosts unique open rates by 14% (Experian).

B2B emails with 1 or 2 words in their subject lines are opened at a higher rate than those with more (Yesware).

Too many emails (69%) and content that is no longer relevant (56%) are the top reasons people unsubscribe from emails (Chadwick Martin Bailey).

What new email marketing tips and tricks have you seen?

Discuss This Article

Comments: 3

  • Maybe one should look at another marketing opportunity and that is the emails we all send every day. I represent a company that has developed a solution for just those emails and thus this post.

    The basic idea behind WRAPmail is to utilize the facts that almost everyone have websites (corporate and/or social network site) and also send emails every day. These emails can become complete marketing tools and help promote, brand, sell and cross-sell in addition to drive traffic to the website and conduct research. WRAPmail is available for free (with 3rd party ads) or for a small license fee at http://www.wrapmail.com. No routines change as users simply download a toolbar or routes emails via Google or WRAPmail’s servers.

    WRAPmail also helps search for missing children with every email sent by free users incorporating an RSS feed from the Center for Missing and Exploited Children

  • Pat Thomas says:

    This is excellent insight, throughly researched. Great Work!

  • I would argue that email is still the most effective online marketing tool, and also the most efficient. The technology is very cheap, and with a good database it allows for very effective segmentation resulting in targeted mareketing.

    While the younger generation tends to use social media (as mentioned in the article), most of the professional demographic still use email as their primary medium of online communication.

    Therefore, I see great potential for email marketing, and I can tell from experience that companies benefit from it immensely.

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