Surprising New Data on the Pandemic’s Impact on Email Marketing
There’s a lot of talk about how the pandemic has changed our industry over the past four months. Thanks to Hubspot’s newly released insights into the impact of the pandemic on digital business, we have statistics on which marketing tactics are working right now.
The results are both interesting and exciting. Anyone in sales and marketing would be wise to take note.
What the new data reveals
Hubspot discovered that effective email marketing and online strategies are yielding far better than usual results during the pandemic.
Among the more interesting insights was that the open rate of marketing emails has risen 32 percent compared to pre-COVID-19 levels. Another compelling stat: web traffic grew 16 percent between the first and second quarter.
The first takeaway here is pretty simple. With the business world stuck at home, we are more reliant than ever on digital communications. Smart companies that are pivoting their marketing strategy toward email marketing and the internet are more likely to see results.
Yet, many businesses don’t maximize the benefits they can get from email marketing because they don’t work with a professional marketer. They might save money in the execution, but these companies also dramatically lower their return on investment as a result—and miss a lot of opportunities.
Whatever you’re doing in terms of email marketing, it’s always wise to see if you can fine tune it and get greater results.
Great marketing is worth its weight in gold
Email marketing is one of the fastest and most cost-effective ways out there to share your message and reach your target audience. According to a 2019 Direct Marketing Association study, for every $1 spent on email marketing, you can expect to see an average return of $42.
Here are some other interesting statistics to consider:
– 78% of marketers have seen an increase in email engagement over the last 12 months (Hubspot)
– 79% of B2B marketers find email to be the most successful channel for content distribution (Content Marketing Institute)
– There are currently 3.9 billion daily email users, and that is expected to climb to 4.3 billion by 2023 (Statista)
– 73% of millennials prefer communications from businesses to come via email (Hubspot)
– Nearly nine out of every 10 marketers use email marketing to distribute content organically (Oberlo)
– 81% of small businesses rely on email as their primary customer acquisition channel and 80% do so for retention (Oberlo)
Be effective, be thoughtful
Now more than ever, it’s important to stay connected through digital channels, including email marketing. At the same time, however, companies need to be mindful of what their target audiences are experiencing and make changes accordingly. Inbox overload has become a real problem, as too many companies continue to push generic pandemic messaging to anyone and everyone in their database.
Taking the time upfront to put thought into the tone, personalization, professionalism and cadence of your next email campaign will help you stand out from the crowd. That’s why many businesses rely on talented marketers, ones with deep expertise in the mortgage industry, to communicate with their customers effectively. It tells your customers that you value their time. The good news? They’ll reward you for it—up to 42 times over.
Do you have questions about setting up and implementing an effective email marketing campaign? We’d be happy to help. Call us at 305.971.6239 or email Info@StrategicVantage.com.