5 Insights for Success in Email and Mobile Marketing

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insights for success in email and mobile marketing

Email still remains to be the number one digital marketing tool that marketers activate for lead generation. In one of our previous articles, we mentioned that email marketing is very successful because it’s simple, cheap, easy, transparent, direct, measurable, and most of all, proven.

And to drive this point further, here are some proofs of how awesome email marketing is:
I. There were 191 billion emails sent every day on average in 2014. That figure is expected to increase to nearly 297 billion by 2017.

II. 58% of content marketers say email marketing is effective.

III. On average, email accounts for 18% of digital marketing spending.

IV. Video and e-mail marketing can increase click-through rates by more than 90%.

V. U.S. spending on email marketing will reach $2.3 billion in 2015.

VI. 61% of marketers plan to increase spending on email this year. About half plan to grow their social media budgets while 40% will allocate for for mobile. Print and direct mail are areas most likely to see spending cuts.

VII. 90% of C-suite executive say they never respond to cold calls or email blasts.

VIII. 61% of adult workers cited email as “very important” to doing their jobs. Just 4% said the same for social networking sites like Twitter, Facebook and LinkedIn.

On the other hand, mobile marketing is seen as the next big thing in marketing. Customers are spending 40% of their Internet time in front of their smartphones and there are more mobile devices around now than there are desktops.

Mobile marketing might not be as big as other marketing channels now, but it’s definitely on the up and up. Here are some facts that support this:
I. Though the total number of new Internet users is now growing at less than 10% per year, the number of new smartphone subscribers ist growing at a 20%+ rate.

II. Mobile devices (tablets and smartphones) accounted for 25% of total web use in 2014.

III. 35% of CMOs say that mobile will account for more than half of their total marketing spend within five years.

IV. Though 83% of respondents identify mobile as significant or highly significant, only 3% of digital marketing is allocated to mobile.

V. Almost 400 million Facebook users are mobile-only.

VI. B2B buyers are comfortable using multiple devices for work-related purchases with half saying they use smartphones.

VII. In 2014, U.S. adults spent 23% more time on mobile during an average day than in 2013.

VIII. 40% of purchases are directly influenced by smartphones.

IX. 22% of corporate marketers cite mobile search optimization as a top SEO challenge. Just 1% say that mobile search optimization is the “most effective SEO tactic their company uses.”

Based on these facts and statistics, we came up with five insights for success in email and mobile marketing.

1. Experiment with video.

Integrating video with email marketing can increase click-through rates by more than 90%.

2. Opt-in only.

Getting permission before emailing isn’t just the law, it’s a great idea. 90% of C-suite executive say they never respond to cold calls or email blasts.

3. Keep social media in perspective.

Integrating social media with email can increase reach and impact, but prioritize email strategy. As noted below, 61% of adult workers cited email as “very important” to doing their jobs. Just 4% said the same for social networking sites like Twitter, Facebook and LinkedIn.

4. Open your wallet.

Email accounts for 18% of digital marketing budgets on average,and 61% of marketers plan to increase spending on email this year.

5. Mobile is untapped opportunity.

Though half of B2B buyers are comfortable using smartphones for business buying, and 40% of purchases are directly influenced by smartphones, only 3% of digital marketing is allocated to mobile.

This post is inspired by Tom Pick’s “17 Excellent Email and Mobile Marketing Stats and Facts” from Business2Community.

Kevin Joshua Ng
Kevin Joshua Ng
Kevin is Content Marketing’s humble scribe. He has no doubt in his mind that Content is still king and he will serve it ‘til the day of his demise. He’s known to lurk around the walls of social media, thinking and writing. So follow him on the BuiltbySF blog and on LinkedIn, Twitter.

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