Strong, Performing & Growing: Email Marketing Keeps Expanding In 2013
Email marketing is not just a thing of the past: It's a trend for the future. Businesses (defined here as having an annual revenue between $1 million and $50 million and fewer than 1.000 employees) have big plans to expand
their use of email marketing in 2013. But not all businesses are using the strategy to its maximum effectiveness. Learn how to work out the kinks in your email marketing approach in the new year.
A top strategy for 2013
- 83% of businesses surveyed say email marketing is an important or critical part of their marketing strategy.
- 88% have at least 1 staffer managing email content.
- 34% have a team of people dedicated to email marketing.
- 39% make email marketing a top priority when it comes to resource allotment.
- On average, the businesses surveyed hope to increase their email lists by 28%.
Planning for 2013: Email marketing strategies for the year ahead
- 56% of businesses surveyed plan to increase email marketing activity.
- 41% plan to keep it the same.
- Only 1% intend to decrease activity.
- Email marketing growth is 2nd only to social media: 1) 60% of businesses surveyed plan to increase social media marketing; 2) Email marketing still beats out newer, trendier strategies: SEO; Online display ads.
- Trending downward: 1) Plan to decrease direct mail - 15%; 2) Plan to decrease print ads - 11%; 3) Plan to decrease radio advertising - 7%.
Your top email marketing resolutions for 2013
- Find more effective email marketing strategies: 1) 78% of businesses surveyed are confident they can maximize the potential of the email marketing; 2) Yet it ranks #9 among marketing strategies for effectiveness;
3) 39% of businesses surveyed rated email marketing 9 out of 10 for effectiveness; 4) Compared to 62% that rated person-to-person contact 9 out of 10.
- Align email marketing priorities with perceived trends: 1) 1 in 2 businesses surveyed say other forms of marketing take performance; 2) Yet only a few of the businesses surveyed say email marketing is on decline
compared to other types.
- Determine the best email frequency. Classified as problems among businesses surveyed: 1) Overusing subscriber lists by sending emails too frequently (#1 barrier to email marketing) - 48%; 2) Uncertain about how
frequently to send emails - 32%.
- Circumvent the spam filter: 1) 42% of businesses say spam filters preventing emails from reaching subscribers are a problem; 2) #2 barrier to email marketing.
- Track and control costs: 1) 36% of businesses surveyed say email marketing costs are a problem; 2) 20% of the smallest businesses surveyed don't know the cost of acquiring a new subscriber; 3) 23% of the largest
businesses surveyed say new subscriber acquisition costs too much.
- Improve your email content. Businesses are experimenting with email content to increase effectiveness: 1) Layout/design - 79%; 2) Subject line - 74%; 3) Images - 71%; 4) Color scheme - 53%; 5) Time of day email is
sent - 51%; 6) Call to action - 49%.
- Build your email list by requiring email addresses at online points-of-purchase: 1) Requiring an email address with online purchases/transactions has the highest satisfaction rate for list-building among businesses surveyed;
2) Yet it is only used by 65% of businesses surveyed; 3) 95% of businesses surveyed acquire addresses through their website; 4) Yet it only has a 64% satisfaction rate.
These stats, and many more, were collected through an iContact/Vocus Email Marketing Survey of 601 businesses with annual revenue between $1 million and $50 million and fewer than 1.000 employees, conducted
with the help of Edge research in fall 2012. The survey stats was conducted with a representative population that has used various email service providers, including Constant Contact, iContact, MailChimp, Vertical
Response, Exact Target, Aweber, dotMailer, MyEmma, Mad Mimi, Silver Pop, and Eloque. From trends to strategies to solutions, it's everything you need to know about email marketing today | iContact - Email
marketing from Vocus.