Email has gotten a bad rap. As B2B marketers, our relationship with email is a rocky one. One year, email is declared dead, the next year it’s alive and well. It can be tough to decipher the trends and facts with all these wild predictions floating around.
Here are three things you should know about B2B marketing in 2014:
Email is far from dead. There are nearly 3.9 billion email accounts worldwide, with that number expected to increase to 4.9 billion by the end of of 2017. (Source) 91 percent of consumers use email at least once per day. (Source) For those who wonder if email marketing is dead, it’s far from it. There is more competition to stand out through the rush of digital marketers who use email marketing today, but there is still a wide land of opportunity in email. Your buyers are using email. You just have to find and engage them. McKinsey & Company even found email is almost 40 times better at acquiring new customers than Facebook and Twitter. (Source)
Email is still producing positive ROI for marketers. 60 percent of marketers say that email marketing is producing an ROI for their organization (source) and it’s estimated that for every $1 spent on email marketing, the average return is $44.25. (Source) For B2B marketers, 88 percent cite email as the most effective lead generation tactic. (Source)
Your emails must be responsive in 2014. With 48 percent of emails opened on mobile devices (source), can you afford to be ignoring responsive design in 2014? Your email may be costing you if it’s not designed for mobile — 80 percent of people delete an email if it doesn’t look good on their mobile device. (Source) Marketers are also citing responsive design improves click-through rates by 21-25 percent. (Source) This is the year you get responsive. Don’t put it off any longer.
Fear not, B2B marketers. Email marketing isn’t going anywhere this year. The stakes are higher. The pressure is on. But email will leave to see another year. So go forth — make the best damn emails you can. Or hire us. We know a little something about that.