Email Marketing is the act of sending a commercial message, typically 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 involves using email to send advertisements, request business, or solicit sales or donations. Email marketing strategies commonly seek to achieve one or more of three primary objectives, to build loyalty, trust, or brand awareness. The term usually refers to sending email messages with the purpose of enhancing a merchant’s relationship with current or previous customers, encouraging customer loyalty and repeat business, acquiring new customers or convincing current customers to purchase something immediately, and sharing third-party ads.

E-Mail Usage Worldwide

Despite the growth and prominence of mobile messengers and chat apps, e-mail has remained a central part of daily digital life. In 2023, the number of global e-mail users is set to grow to 4.4 billion users, up from 3.8 billion in 2018. In terms of the most popular e-mail clients, Apple and Google are in a constant battle for the top spot. In 2018, Gmail was the second-most popular e-mail client, accounting for 27 percent of e-mail opens, ranking behind the Apple iPhone e-mail client with 29 percent of e-mail opens. The prevalence of these two leading e-mail clients highlights the dominance of mobile when it comes to e-mail opens – mobile e-mail accounted for 43 percent of opens as of December 2018, whereas Webmail accounted for 39 percent.

Advantages

Email marketing is popular with companies for several reasons:

Email marketing is significantly cheaper and faster than traditional mail, mainly because with email, most of the cost falls on the recipient.

Businesses and organizations who send a high volume of emails can use an ESP (email service provider) to gather information about the behavior of the recipients. The insights provided by consumer response to email marketing help businesses and organizations understand and make use of consumer behavior.

Almost half of American Internet users check or send email on a typical day, with emails delivered between 1 am and 5 am local time outperforming those sent at other times in open and click rates.

Disadvantages

According to the reports, legitimate email servers averaged a delivery rate of 73% in the U.S.; six percent were filtered as spam, and 22% were missing. This lags behind other countries: Australia delivers at 90%, Canada at 89%, Britain at 88%, France at 84%, Germany at 80% and Brazil at 79%.

Additionally, consumers receive on average about 130 emails per day.

Companies considering the use of an email marketing program must make sure that their program does not violate spam laws such as the United States’ Controlling the Assault of Non-Solicited Pornography and Marketing Act (CAN-SPAM),] the European Privacy and Electronic Communications Regulations 2003, or their Internet service provider’s acceptable use policy.

Industry Averages…

Our Results (2021)