Every few years, marketing pundits start to mumble about email’s demise as a marketing channel. They say open rates are suffering a slow-and-steady trend downward. They say consumers get too many emails. And they say that mobile or social or in-app messaging is poised to surge ahead of email as the best way to reach your prospects.
Email has weathered these storms, as marketers have found ways to be more relevant through behavioral targeting, and more efficient through automation. Sure, we have more competition in the inbox — which only means we have to work smarter by listening to our subscribers to develop more engaging content.
And those efforts are worth it. Email is still one of the most effective ways to drive leads and sales. It’s not just us saying that either! Check out this list of eye-opening quotes about email and marketing automation.
Email is Here to Stay
The simple truth is that email is how modern business is done. It’s not going anywhere soon.
Email makes money. For every $1 you spend on email marketing, you can expect an average return of $38.
According to people are twice as likely to sign up for your email list as they are to interact with you on Facebook.
88 percent of smartphone users actively check email on their phones. This makes it more popular than any other app for both iPhones and Androids.
Companies see, on average, a 4300% return on their investments in email marketing. B2B marketers, in particular, say that email is their number one revenue-generating tool.
Top-Performing Marketers Use Automation
79% of top-performing companies have been using marketing automation for more than 2 years.
source: Gleanster “Q3 2013 Marketing Automation Benchmark”
Best-in-class companies are 67% more likely to use a marketing automation platform.
source: Aberdeen Group “State of Marketing Automation 2014: Processes that Produce”
Marketing automation is about providing marketers the ability to target the right people and send them content that is based on behavior. By giving them information they need when they want it, you are helping them choose your business as a solution. That will result in increased conversion rates and revenue.
In higher revenue tiers, a higher percentage of companies have adopted marketing automation.
• 60% in companies with over $500M revenue,
• 10% in companies with $20M – $500M revenue,
• 5% in companies with $5M – $20M revenue,
• 3% in micro companies with less than < $5M revenue
58% of top-performing companies; where marketing contributes more than half of the sales pipeline, have adopted marketing automation.
source: Raab Associates “Marketing Automation 2014 Industry Overview”
B2B marketers say the #1 benefit of marketing automation is the ability to generate more and better leads.
source: Forrester Research “Gauging Your Progress and Success”
The reality is the best marketers are using both inbound marketing and marketing automation together, and they are getting great returns.
Greg Head, CMO of InfusionSoft. source: Esanosys