Reports of My Death Have Been Greatly Exaggerated

October 7, 2012 by  Filed under: Email 

I thought I would share with you some stats about internet marketing which I found interesting. Now I know you are all probably familiar with the phrase “lies, damned lies and statistics” which is attributed to Mark Twain but nevertheless, market research companies spend millions of pounds every year on producing statistics and they do this for a simple reason – people generally buy into them and act as a result of them. Without further ado, here are those stats that I came across:

The average tablet user spends nearly 14 hours per week using the device (source- OPA)
Email opening rates on smartphones and tablets have increased by 80% over the last 6 months (source-Litmus)
20% of Facebook users have purchased something because of adverts or comments they have seen (source-IPsos)
64% of smartphone users are using it to shop online (source-edigitalresearch)
91% of online adults use social media regularly (source- Experian)

OK, so what are we to conclude from these stats? People use social media a lot and people are using mobile devices a lot. Hardly mind blowing! Having said that, it is well known that statistics help close sales and we are all influenced by them.

Bringing this back to email marketing there are two things that clearly stand out and that you should be doing:

Designing your emails so that they are compatible with tablets and smartphones
Integrating your social media strategy into your email campaigns

I know it’s not rocket science and I’ve said this a few times before but I make no apologies for repeating it because it’s important and a lot of companies still don’t do it right!

One of the things that often gets debated in the industry is the question ‘is email marketing dead?’ This question comes about because of people surmising that Facebook and Twitter have replaced email as a medium for getting your marketing message across. Here is a stat that I have saved for last:

77% of people prefer to hear about your company and brand through permission-based emails compared to only 5% through text messaging and 6% through social media channels (source – ExactTarget)

This statistic demonstrates that email is still the number one channel that consumers use to manage interactions with brands.

There is another Mark Twain quote that springs to mind at this point. Obviously this quote is nothing to do with email marketing but it fits nicely here. Is email marketing dead?

“Reports of my death have been greatly exaggerated…”

If you would like help with increasing conversion statistics for your B2B or B2C email campaigns then please contact Hayley Cashmore on 0845 116 2723 or email

Three Spires Consulting founder, Hayley Cashmore, has a real passion for email marketing and has spent in excess of 7 years, specialising in both email and digital marketing. She has first hand experience and a thorough understanding of the power of email marketing and its synergy and influence over other, primary digital marketing channels, such as your website, mobile SMS, social media and SEO etc… This extensive knowledge has been gained as a result of working closely with many leading, household brands, across all vertical markets, over many years.

So, if you need help with your Email and Digital Marketing, then contact us now for further information 0845 1162723

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