Despite the popularity of chat apps and mobile messenger, email is still very trendy according to data provided by Statista. The firm estimated that there were 4 billion email users globally last year. What’s more, they predict that the number of email users worldwide will climb to 4.6 billion in 2025.
In a pre-pandemic study, Validity found that email deliverability in the U.S. was 82%. This means that one in six recipients didn’t open their emails or perhaps even receive them. The U.S. was slightly below the global average of 83%. Canada had the highest at 89%. What all this data means is that marketers can still leverage this cost-efficient method to reach customers if they apply and manage email wisely.
Before jumping in, try these things. As basic as it sounds, double-check that the brand still has valid email addresses. This should be performed on a regular basis because IP or domain changes can be disruptive and affect deliverability. Changes in privacy laws and spam filters can also affect open rates. Invest in a list hygiene platform or service and verify new addresses. Regularly ensure that the IP and domain name of the brand’s server is not blacklisted by using a blacklist lookup service.
The final hurdle some brands encounter is sender scores. This is like a credit score for the brand’s IP address reputation as determined by the different email providers. Validity reported that a sender score below 91 resulted in lowering inbox placement rates by 20% or more. This doesn’t matter regardless of how appealing a subject line may be or the content and offer in the email.
The three main things that affect sender scores are complaints, spam traps, and unknown users. Responding quickly and using a feedback loop can help. Confirming customer email addresses and conducting a double opt-in help to reduce being caught in spam traps. Unknown users can happen with acquired lists and if the address is not recognized by the email provider. The best way to prevent this is by validating the address at the initial point of contact.
Email’s Future Looks Bright
Other data from Statista showed that the number of emails last year amounted to 326.4 billion worldwide. This was up from 269 billion in 2017. And like their forecast for the number of users in 2025, Statista predicted that email volume would rise to 376.4 billion then as well. This may not seem like much, but when compared to the rate of population growth globally, the stats are quite remarkable. Global population between 2017 and 2020 rose a little more than 1% annually, according to macrotrends.
With that kind of volume, the open rate for emails sent out by brands must be high in order to succeed. This means identifying different audience interests and tailoring emails to each. Sending out a blanket email to the brand’s entire database has the same effect as generic junk mail and ends up in the same location. Minimize ending up in the trash by focusing on different target audiences and crafting messages and offers where their interest lies.
The subject line in emails is as important as before. Some experts refer to the subject line as the gatekeeper. A good subject line encourages the reader to read the rest of the email. A bad one has the opposite result. Consider action phrases and avoid the clichés like “Learn more.” An earlier article had tips about subject lines that appeal.
As in all marketing, be sure to test and measure. Emails are no different. Doing both allows marketers to adjust and improve open rates and results. One way of also checking is to ask customers for their feedback and opinions. Even a bit of qualitative and quantitative research can deliver some interesting and valuable responses.