Whether you know it or not, you are living and breathing in an email marketing revolution. I am sure you’re aware that data is a marketer’s most powerful mechanism and the opportunities that come with this are shaping the future of marketing. Our ability to tap into your customer’s behaviour more than ever before is affecting many facets of your marketing strategy; email marketing being a major one.
Where are we now?
When looking for a vehicle to communicate to customers and prospects, an email newsletter seems like a logical choice right? It allows you to send new content to your database and is the method that 83% of B2B marketers use today. However, whilst this is the ‘go to’ for many businesses the return is mediocre. Average email open rates for SME’s are 18.31% and average email click through rates (CTR’s) for SME’s are 2.06%
Newsletters have been great while they lasted, we ourselves use to send them monthly and they were well received at the time, but as our access to data grows, so do new and improved marketing capabilities and it is up to you to take advantage of this. A newsletter may be useful every so often to send general information to a wide database, but you should no longer rely on this to generate leads or sales.
Where are we going?
Automated email campaigns, also known as ‘drip marketing’ is the new method of email marketing and adoption is growing rapidly. Already an average of 49% of companies use automation, and 55% of B2B companies are in the process of adopting the technology.
Why is this the future?
You may wonder why automated email campaigns are becoming so prevalent, or if it’s worth changing your current email process. Aside from the fact that your competitors are doing it, average automated email open rates are a huge 62.07% and click through rates are 119% higher than single sends, such as your current email newsletter.
What’s more is the increased return you’ll receive using less resources. Companies that excel at lead nurturing generate 50% more sales-ready leads at 33% less cost, and they make 47% larger purchases than non-nurtured leads.
It is evident that change is here and before you know it, automated email campaigns will be the norm and companies who have not taken advantage will quickly fall behind. Avoid this by becoming a front-runner in the transformation of email marketing, so competitors are looking to your success as they attempt to catch-up. Not sure where to begin? The right digital partners can help set you on the right path and ensure your resources are optimised in the process.
Emailmonday “The Ultimate Marketing Automation stats”. (2016)