Electronic marketing is directly marketing a commercial message to a group of people using email. In its broadest sense, every email sent to a potential or current customer could be considered email marketing. It usually involves using email to send ads, request business, or solicit sales or donations, and is meant to build loyalty, trust, or brand awareness. Email marketing can be done to either sold lists or current customer database. Broadly, the term is usually used to refer to:
Sending email messages with the purpose of enhancing the relationship of a merchant with its current or previous customers, to encourage customer loyalty and repeat business.
Sending email messages with the purpose of acquiring new customers or convincing current customers to purchase something immediately.
Adding advertisements to email messages sent by other companies to their customers.
The Madison Logic company posted global data in April 2014 that claimed that 122 billion emails are sent every hour
On average, subscribers receive 416 commercial messages a month. (Return Path)
There are more than 3.2 billion email accounts.
Email ad revenue reached $156 million in 2012. (Interactive Advertising Bureau via Salesforce.com)
95% of online consumers use email.
91% of consumers reported checking their email at least once a day. (ExactTarget)
US internet users will average 3.1 email addresses this year, according to a July 2013 survey conducted by Harris Interactive on behalf of MyLife.
According to eMarketer there will be around 236.8 million US email users by 2017.
Worldwide, market research firm The Radicati Group forecasts the email audience will grow from 2.42 billion this year to 2.76 billion by 2017.
Purpose of email marketing programs according to UK brand marketers? 78% said retention.
64% of decision-makers read their email via mobile devices. (TopRankBlog)
89% percent of UK brand marketers polled by the UK’s Direct Marketing Association (DMA) in December 2012 said email was important to their business strategies.
For every $1 spent, $44.25 is the average return on email marketing investment.
56% of businesses say they plan to increase their use of email marketing in 2013.
In Q4 2012, more than nine out of 10 UK internet users sent or received email at least once a week, according to data from Deloitte.
70% say they always open emails from their favorite companies. Conversely, only 18% say they never open commercial emails.
55.2% of global users use the desktop to open email (Harland Clarke)
eMarketer estimates the US adult email audience will reach 188.3 million in 2013 and will continue to climb to 203.8 million by 2017.
93% of consumers also get at least one permission-based email daily.
A whopping 66% of Gmail opens occur on mobile devices, with only 19% opened in a web browser (Litmus)
When planning content for a multi-device experience, your most important content should come first. Think back to the top-down hierarchy taught in basic journalism—what do you most want your readers to see?
We recommend using text of at least 13px for body copy. In order to avoid having to zoom in, try starting at 15-16px (depending on the actual font) and preview it on your mobile device.
The mobile experience is highly interactive and every email is viewed in stages. Plan for each stage, using both the design and content strategically. (Designing for the Mobile Inbox)
According to Bridget Dolan, vice president of interactive for cosmetics retailer Sephora, the percentage of email messages opened on mobile devices is already in the 50% range.
43% of all emails are now being opend via a mobile device. (Return Path)
Know your audience—it’s the most basic of all marketing principles. If your brand’s mobile audience is at or above 10%, it’s time to start optimizing for mobile.
The #1 email client for Gmail users is the iPhone’s built-in mail program, with 34% of all Gmail opens. (Litmus)
In a world where smartphone penetration in the US has reached 55%, marketers can no longer afford to think of email messages in terms of “mobile” and “non-mobile.” The reality is that subscribers will likely view your messages on a wide variety of devices—including desktops, laptops, smart phones, and tablet computers.
Don’t focus solely on click-based interaction—instead, try to think in terms of swipes and taps. As with any good design, grid-based layouts ensure content is easy to read and digest.
Rather than asking for name, address, company, and so on, keep it simple. Try limiting your form to one field: the email address. (Salesforce.com)
A one-column layout works best in both aware and responsive design. If you have a multi-column layout, carefully plan how elements shift or stack, using a grid to ensure the technical aspect is possible.