Although email has been around for 20+ years, it continues to be one of the most successful strategies for retail marketers. In fact, email marketing is the 2nd most effective ecommerce marketing channel, second only to search. StrongView recently surveyed email marketers about their email marketing plans for 2016. “More than a third cited ‘increasing subscriber engagement’ as their primary goal for 2016 and plan to use such tactics as mobile app push marketing and location-based mobile messaging to do so,” StrongView says. “In fact, nearly a quarter of marketers (24%) already use location data in their email programs.”
If you are an email marketer, you have only 3 seconds to capture the attention of your audience. That’s a really short window of time. In fact, the odds aren’t even that good. The majority of marketing emails are determined attention-worthy in the time frame of zero to three seconds. This is according to the US Consumer Device Preference Report in which Movable Ink analyzed over 1.3 billion emails in the third quarter of 2015.
According to the report, “Email read lengths vary by device, but less than three seconds was the overwhelming majority across Kindle Fire, 64.5%; iPhone 53.9%; iPad, 42.4%; Desktop, 48.9%; Android Tablet, 48.8%; and Android phones, 50.2%.”
Email marketing has the potential to produce really great results, with an average ROI of $ 44.25 for every $ 1 spent (ExactTarget). And according to Hubspot, companies using email to nurture leads generate 50% more sales-ready leads and at 33% lower cost. And nurtured leads, on average, produce a 20% increase in sales opportunities compared to non-nurtured leads. This of course is if your emails are read. So, what’s the trick to getting a prospect want to learn more and pay attention to your offer in 3 seconds or less?
For retailers looking to ramp up their email marketing, this infographic shows three places they can get started.
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