For this week’s chart, we analyzed email activity trends over the last five years, and attempted to determine if overall email activity was on the decline. Today, we send more than 2 billion emails per quarter, so we thought that was a pretty good data set to analyze. We then normalized the email usage by the size of the contact database to account for customer growth and list fatigue.
The results were very clear. Emails sent per 1,000 contacts has grown over 42% over the last five years.
This may seem counter intuitive to what many marketers are saying, that email as a marketing channel is over. But when we examined what our customers were doing with email, it became obvious that this activity wasn't just plain ol' "batch n' blast" email campaigns.
Here is what we learned, and why email marketing automation continues to grow and support our customers’ success.
1. If you know your buyer's digital body language, you can target and personalize your email campaigns by interest level, making them very compelling.
2. If you leverage marketing automation to engage with your buyer's on their timeframe (and not your campaign calendar), you drive a much higher level of engagement.
3. If you provide email campaigning tools to your sales team, they can continue to connect with buyers deeper into the buying process.
4. If you learn from your marketing analysis and benchmark yourself against others, you can continue to increase your email campaign activity with a focus on the best content, and right target segments.
5. Finally: great email design goes a long way in keeping your audience engaged.
Leveraging these five best practices, you too can continue to grow your use of email marketing automation for years to come.
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