Everyone loves a good statistic. Blogs are built on them and entire companies are made for them. But a statistic is only as good as your intent to learn from it and make a change.
Instead of just glancing over the statistics in the infographic below, try out this structure for interpreting and implementing these email marketing stats into your own marketing strategy.
Table of Contents
Compare with what you’re already doing
A lot of stats are based on processes or campaign strategies that you’re already accomplishing in your own marketing strategy. Isolate those first and see how they stack up to your own results.
In the infographic below, the entire first section is about personalization. If your current email marketing strategy includes using personalization, take a second to compare these stats with your own. Comb through the campaigns in which you’ve used personalization or segmentation and gather your own data. Once you have a baseline for how your own personalization has performed, compare the infographic stats with your findings.
You can use this method of comparison to see if you’re knocking email marketing out of the park or if you have some room to improve. If your own metrics are coming in under the statistical averages you see in infographics, it’s time to fix your attention on improvement.
Brainstorm what you should be doing
Since statistics often come from researchers or larger firms, they’re hopefully chock full of ideas and methods that your strategy hasn’t included yet. This is a great opportunity to glean some ideas and identify what you should come to expect over time from using these strategies.
Another example from the infographic below is in marketing automation. Automation is a fairly common practice for marketing companies (think about the ubiquity of an automated welcome email or receipt), but there are always new ways to automate. Perhaps you’ve been automating basic customer journeys, but haven’t thought of automating abandoned cart emails. Now you have some fresh ideas along with stats on why you should spend the time and effort to try out this type of automation.
See if you’re losing money
ROI is a major consideration in the realm of email marketing. Because so much of email design and customer journey strategizing takes a lot of time to accomplish, it’s important to see a big return on investment.
You shouldn’t necessarily be comparing only your own calculated ROI to what a statistic says (although that may be helpful to you or your team). These ROI statistics won’t necessarily apply to your industry or vertical, and may be too generic for you to figure out in your own terms. Instead, use email marketing stats to see what revenue streams you’re missing out on, and consider ways to maximize on revenue that you could be making.
A statistic in the infographic below states that marketers using segmentation have seen a 760% increase in revenue. If you’re not using segmentation, this should signal a huge red flag—you’re probably missing out on money if this statistic is true! Use statistics to see what revenue you might be missing out on.
Use statistics to innovate
Many people use statistics to inform their historical decisions. Are we doing this the right way? Have we done this in the past? But the best marketers look at statistics as trends, and work ahead of the curve to innovate solutions.
Designing emails for mobile is a great example. With statistics like “The number of new smartphone subscribers is growing 20%+ per year” and “Email open rates on mobile grew to 68%” there’s a clear opportunity to get behind the mobile trend.
This will look different depending on your overall marketing strategy and your company’s industry, but using these trends to inform your long term vision is vital. Using the smartphone example, maybe it’s time you begin designing your emails specifically for mobile instead of making sure your desktop version looks good on mobile. Or think about offering an entirely different experience to smartphone users since their needs and inclinations are likely different than someone accessing content on a desktop.
Innovating takes courage and intentionality, but can pay huge dividends if successful.
Now you’re ready to digest these 24 email marketing stats. Don’t forget to compare to your experience, gather new ideas, consider new revenue streams, and innovate new experiences as you dive through this infographic.
Johan is a demand gen coordinator of Campaign Monitor who loves sharing the value and usefulness of e-mail marketing. Apart from his day job, he loves backpacking, meeting new people, and hosting events. He communicates his passion for travel, food, and photography through social media. Oh, he loves desserts and Asian food too!