In terms of online marketing history, email may seem like an elder parent compared to the wide variety of “young” media, i.e. social. However, take a look at the data from a recent Docstoc study that appeared in the 2/11/13 Center for Media Research, Research Brief if you have any doubt about the continuing relevance and effectiveness of email as part of the online marketing mix.
- An impressive 94% of all internet users go online specifically to send and read emails…the most utilized internet activity.
Compare that to these other common internet activities:
- Accessing and using search engines: 87%
- Using map functions and getting driving directions: 86%
- Checking weather conditions: 81%
- Accessing news: 75%
- Shopping and purchasing products: 66%
- Engaging with social networks: 61%
In email marketing, timing is everything. According to this study and other research efforts, email open rates are highest within an hour of delivery at 24%. While over 35% of marketing emails are sent between 6am and noon, the open rate is 7.05% and the click-through rate is 1.53%. Compare that to the combined segments of noon to 6pm and 6pm to midnight, when over 55% of marketing emails are delivered with open rates between 8.33% and 10.61%, and click-through rates between 2.22% and 2.3%.
This and other studies found that in 2011, email marketing produced a 4,000% ROI. That’s an impressive return, and clearly illustrates that email still works quite well as a vehicle for marketing messages. Food and beverage marketers should definitely consider email when evaluating their media mix for marketing and promotional efforts.
