EMAIL MARKETING TRENDS OF 2014
Although email has been around for over40 years (yes, it is that old!), it is far from dead and continues to be one of the most successful channels for marketers. What percentage of brands is still using this tactic? Are they seeing
results? How will email marketing evolve in 2014? Check out the following stats and figures.
71% of B2B brands use email marketing.
65% of B2C brands use email marketing.
In 2013, companies have spent up to 20% of their marketing budget on email marketing. In 2014, the budget dedicated to email is expected to keep growing by 10%.
When It comes to results, marketers report that email marketing efforts have a significant impact on the entire sales cycle, from lead generation to conversions.
In 2012, almost half of email recipients made at least one purchase based on a promotional email.
A large percentage of B2B marketers rated the leads generated by email marketing as high quality.
According to Return Path, 18% of permission-based email in North America never reaches the inbox: 5% is classified as spam, and the remaining 13% simply goes missing. 6 The following tips help ensure deliverability and higher open
rates for emails in 2014:
Subject line. For B2B companies, subject lines that contained "money" "revenue" and "profit" are performing the best. For B2C brands, copy options are wider.
Going social. According to GetResponse, emails that include social sharing buttons have a 158% higher click-through rate. Marketers in particular share more frequently, and on more social channels.
The right time. Brands report that more people open emails during the day than at night. Average open rates at 6:00am are at 12% vs. 3% at 4:00pm.
In living color. Images can make content more appealing and relevant. One in two marketers say they use animated gifs in their email campaigns.
As email marketing continues to evolve, recipients in 2014 are expecting more and more relevant content. From marketing automation to mobile content and big data, four different themes are driving the changes in the way brands will
use email marketing in 2014.
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