Billions of Emails and Highest ROI Make Email Marketing a Necessity
Despite the many marketing channels available, B2B email marketing is still one of the most effective means to reach prospects and customers.
- 62% of marketers say email marketing is the most effective lead-generation channel; 61% say it delivers the highest ROI.
- B2B emails have a 47% higher click-through rate than B2C emails.
- 270 billion emails are exchanged by 3.7 billion users worldwide each day.
Email marketing is famous for its high return on investment.
The Data & Marketing Association reports email marketing generates ROI of 32%, but that's a conservative figure. Other industry sources put email marketing ROI at between 38% and 122%. In any case, it surpasses the ROI generated by channels such as social media (28%) and direct mail (27%), according to the DMA.
Emails also reach that coveted smartphone audience
55% of emails are opened on mobile devices. Most people are receptive to welcome emails, resulting in an open rate for those emails of 82%, with personalized subject lines increasing that rate by 50%.
Adding video to an email increases click rates by 300%.
B2B marketers use email marketing to nurture prospects and convert them into customers and loyal fans, guiding them through the buyer's journey from awareness to brand advocacy.
Executing a successful email marketing campaign is not rocket science, but it does require adhering to the following best practices:
- Chief Marketer, 2017
- Emfluence, 2016
- Statista, 2018
- ReturnPath, 2017
- GetResponse, 2017
- Yes Lifecycle Marketing, 2017
- Martech Advisor's, 2017