Why Email Marketing Is Effective – The Statistics

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Why is email marketing still one of the most effective ways to communicate with your target audience?

Email marketing is one of the best ways to sell your product. Often it’s those businesses that have no email contacts list or email marketing strategy that don’t achieve any sales online. There are numerous reasons why this might happen. However, from experience with past customers, it is often because businesses feel email contact lists are expensive and time consuming to build.

We don’t actually deny some of this – it is a time consuming activity, yet also worth the investment. Here is why, backed-up with some great statistics.

Email Marketing Is Permissible

Permissible marketing is where the consumer has given you authority to contact them; it shows at least some degree of interest in what you are offering. Therefore, you have already built some trust and brand awareness with them.

Research by Merkle found that 74% of consumers actually prefer to receive promotional material through their email accounts. This already gives you the advantage and makes it easier to make a return on any investment you make.

Email Marketing Content Has A Longer Life-span Than Social Media

The half-life of a tweet is 24 minutes and a facebook update is one and half hours according to research. However, an email lasts until the receiver deletes the email.

This gives you more opportunity to reach your audience. In fact, an update on your Facebook Fan page will only be received by 16% of your fans. In contrast, email marketing content will be delivered to everyone on your well maintained email marketing list.

Email Users Are More Active

91% of email users check their accounts every day for new messages. On Twitter, out of 883 million accounts, only 100 million (11%) are active daily. Facebook has better statistics with 1.13 billion users checking their accounts at least once a day.

This means that your message will be received in a more timely fashion if sent via email than if sent via social media.

Email Marketing Is More Personable

Unlike with social media, blogging or even direct marketing methods – email marketing is more personal. That is, you can tailor the message so that it speaks directly to the receiver of the message. This doesn’t just mean mail merging a database with content so their name and address appears on the message – that isn’t really personable.

What we mean by personable is by selecting the best message for your audience. So by looking at what they’ve interacted with on your site and what they are interested in you can send them content that is relevant to them.

For example, if you run an online clothes retailer and a customer is only interested in buying kids clothes from you, your content should reflect this. There would be little point in sending them content about men’s shoes for instance.

This tactic will also improve your deliverability and the ROI of your email marketing campaigns.

Email Marketing Performs Better Than Social Media

Online sales path analysis has shown that social media is only responsible for only 1% of all online sales. In contrast, email marketing contributes to 13% of all online sales and is the second best performer for those customers who have already interacted with a brand. At the same time, 0% of LinkedIn users like receiving promotional content via the social media platform.

Therefore, social media should be used to build your email marketing list and email marketing should be used to sell to your audience.


Email marketing is one of the best ways for your business to grow the number of sales it can achieve online. However, you need to consider your audience and how best to use the marketing medium to generate high open rates and low bounce rates.