Easy Email: Channel Is One Of The Top Traffic Sources


Easy Email: Channel Is One Of The Top Traffic Sources



by , Columnist, December 23, 2022

Email teams have one reason to rejoice this season: The channel is more than carrying its weight despite concerns about data, judging by State of Inbound Marketing Trends, a recent study from HubSpot, working with Litmus.


First, here are longstanding truths: On average, email delivers $36 for every dollar spent, the study says. And 95% of the respondents claim email marketing efforts were  effective in meeting business goals last year.


In addition, email is one of the top traffic sources: 



  • Direct — 22%
  • Organic Search — 17%
  • Social — 16%
  • Email — 14% 
  • Display Ads — 12%
  • Paid Search — 9%
  • Referral — 9%
  • Other — 1%

Here’s the reason: Email is in a strong position, in part, because it can be used in a compliant way, thanks to tools like email preference centers. 


Brands are now studying the different kinds of data that will be utilized when cookies disappear:



  • Zero-party data — Individual-level data explicitly given to you directly rom your audience. Examples: Email preferences, topic or product interests, account preferences.  
  • First-party data — Individual-level data collected from your audience on your own channels. Examples: Email engagement, website activity, purchase history. 
  • Second-party data — Individual-level data acquired from a trusted partner aka someone else’s first-party data. Examples: Go-marketing efforts, customer reviews, loyalty programs.
  • Third-party data — Aggregate data collected from one or more sources. Examples: Browsing acitivity (aka cookies), demographics, survey responses.

Where does email figure into overall usage? The respondents say they are deploying:



  • Social media — 44% 
  • Website/blog — 36% 
  • Email marketing — 35% 
  • Content marketing — 32%
  • Influencer marketing — 30% 
  • SEO marketing — 26% 
  • Virtual events — 25% 

The main uses of email? Brands use it to:



  • Improve customer loyalty and retention 
  • Increase revenue/sales 
  • Generate leads
  • Generate website traffic
  • Increase brand awareness 

Meanwhile, the report lists the top 10 email clients as follows: 



  • Apple — 5% 
  • Gmail — 28.1%
  • Outlook — 4.2%
  • Yahoo Mail — 3.1%
  • Google Android — 1.9% 
  • Outlook.com — 1.0% 
  • Samsung Mail — .3% 
  • Windows Live Mail — .08% 
  • Web.de — 0.6% 
  • GMX — 0.5%

HubSpot and Litmus surveyed 1,600 marketers from U.S., Australia, Canada, Germany, UK, France and Japan. The sample included both B2B and B2C marketers. 


Email drives $ 36 for every dollar spent, but faces data challenges, HubSpot reports.

 

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