Statistics Show Why Email Has to Be Part of Your Marketing Mix


Do you check your email before breakfast each morning? I do. How about in the last few minutes before you go to bed? Yeah, me too. Do you check your email in bed? I’m embarrassed to admit it. What about in the bathroom? I’ll take the fifth on that one. Email_Lights1

If you stand accused of any of the above, take heart. You’re not alone. More importantly, if you market a business, heed the news that email captures people’s attention — at all hours.

Here are some recent statistics about email usage:

  • Ninety-two percent of online adults use email (McKinsey & Company).
  • Fifty-eight percent of adults check their email first thing in the morning (Customer Intelligence).
  • Seventy percent of millennials check email in bed (Adobe).
  • Sixty-one percent of consumers say they like to receive promotional emails weekly (Marketing Sherpa).
  • Employees spends 13 working hours each week in their email inbox, on average (McKinsey & Company).

Here are two more — oldies but goodies from a 2014 survey of 1,000 internet users by

  • Ninety percent “compulsively” check email.
  • Eight percent said their compulsion includes checking email immediately after sex.

People are hungry to check their emails so email has to be part of your marketing mix.

Before you start purchasing lists and flooding inboxes with spam, consider some other key statistics:

  • Relevant emails sent to a segmented mailing list drive 18-times more revenue than broadcast emails sent indiscriminately to an unsegmented list. (Jupiter Research)
  • Automated, segmented messages generate open rates 70.5% higher and click rates 152% higher than for mass emails to unsegmented lists (Epsilon Email Institute).

Email marketing works best when you build a list of people who want to hear from you (opted in), rather than buying or scraping together a list of people who don’t know you. If you have data about your subscribers — demographic, interests, purchasing history or similar intelligence — use it to segment your list.

Tailor specific messages to people with specific interests. Expand your subscriber profiles by tracking responses to your emails. If John Doe clicks on your link about Turbo-Charged Hybrid vehicles, add John to your list of people interested in that topic. Then, deliver a follow-up email to John soon after he clicks that link or include him in the announcement you send next month about your sale on such vehicles.

The more relevant your messaging, the more likely subscribers are to open your emails, read them and act on them. If you blast the same mass emails to everyone on your list, your message may land in the inbox, but even the most compulsive email-checker won’t bother to read your stuff.

Most email marketing applications allow you to create segmented lists and track opens and clicks. Look for applications that automated the delivery of follow-up emails and allow you to personalize the messages based on subscribers’ interests.


Tips On Improving Landing Page Conversions

Landing_Page Snip

A good landing page can mean the difference between acquiring a new lead/customer or not. That’s why we’re always looking for good tips on how to improve landing page conversions. The marketers at Quicksprout recently shared 10 landing page tips … [Continue reading]

Smart Marketers Ditch Their Tricks

Time For Truth Message Showing Honest And True

I recently received an email from a person whose name I didn’t recognize. The subject line read, “re: Our Conversation.” That made me wonder, “Did I have a conversation with this guy?” Maybe I was having a “senior moment” and forgetting some … [Continue reading]

Tips On Creating An Effective Email Signature


We just read a great article that offers tips for creating an effective email signature. Signatures are the blocks of content at the bottom of your one-to-one emails -- not your marketing emails. In a previous blog post, we noted: “You may have (a … [Continue reading]

Plan Ahead by Asking “Now What?”

Businessman Planning Ahead

You create a great-looking email, craft a compelling subject line and achieve a 20 percent open rate. Now what? You invest time and energy posting interesting and entertaining items on Facebook. Hundreds of people like your post. Now what? You … [Continue reading]

Conduct Spring Cleaning to Avoid the Spam Filter Torture Chamber

Many spam filter companies torture marketers who are not guilty. When we legitimate marketers object to their shady tactics, the companies question our values and our commitment to a spam-free world. I know ”torture” is a loaded word. I don’t mean … [Continue reading]

Note to Marketers and Salespeople: Yours is a Noble Profession


This post is an ode to marketers and salespeople, a note of encouragement to thank you for what you do and to remind you that you can make the world a better place. I was inspired to write this the other day when a salesperson apologized to me for … [Continue reading]

Courting Tips for Email Marketers


I read lots of blog posts and articles about email marketing. This one is among the best I've read in months. The folks at Email on Acid nail it with the post entitled How to Lose an Email Subscriber in 10 Days.  The post likens email marketing -- … [Continue reading]

Only An Annoying Email will Annoy A Subscriber


How often should you send marketing emails? I hear this question often from small business people, most of whom say they’re worried about annoying subscribers with too many emails. My answer: You will annoy your subscribers only if you send … [Continue reading]

Rams’ Departure Generates a Great Social Media Campaign


The morning after the NFL announced the Rams will bolt to Los Angeles, I received an email from the Missouri History Museum (MHM). “We’ve been here 150 years...And we aren’t going anywhere,” the email proclaimed. “St. Louis is the city of … [Continue reading]