36 Reasons Why B2B Marketers Need Email Newsletters

Posted by Owen Matson, Ph.D. on March 21
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36 Reasons Why Email Newsletters

In a recent interview for MarketScale, Publicate founder and CEO Chris Bradley, discussed the why email newsletters offer As a term, 'Email Newsletter' does sometimes prompt eye-rolling and visions of business marketers "endless opportunities" to engage clients and grow business:

As a term, 'Email Newsletter' does sometimes prompt eye-rolling and visions of businesses spamming your inbox, but I think companies are now more than ever aware of the importance of… getting something into your customer’s personal inboxes that they actually value. Which is why curated email newsletters are becoming such an important tool for marketers. It's also why we are anti- automated curated newsletters: If you're going to get results from email marketing, you need to make sure that the content you are adding to your newsletters is relevant and valuable.

The opportunities for content of email newsletters is endless. We've seen courses by email, where each lesson is delivered weekly. We’ve also seen industry trends and stats digests, subject matter resources, social-trend roundups, inspiration and swipe files, company training courses, product updates, client updates; the list is endless.

The list is indeed, endless: Google "the benefits of Email Marketing, and you'll find an endless range of answers.  I rustled through the clutter and found 36 essential stats:  

Engagement 

  1. You are 6x more likely to get a click-through from an email campaign than you are from a tweet.- Campaign Monitor
  1. 76% of marketers see active growth in their number of email subscribers. –Ascend2 
  1. Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey

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  1. When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. – DMA 
  1. Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. – QuickSprout
  1. 72% people prefer to receive content through email, compared to 17% who prefer social media. – MarketingSherpa

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  1. 72% of B2B buyers are most likely to share useful content via email Marketo
  1. 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. – Radicati
  1. A message is 5x more likely to be seen in email than via Facebook. – Radicati
  1. Including a call to action button instead of a text link can increase conversion rates by as much as 28%. – Campaign Monitor
  1. Sending four emails in a month instead of one significantly increases the number of consumers opening more than one email – WhoIsHostingThis “Email Deliverability 101”

ROI 

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  1. For every $1 spent, the average ROI for email marketing is $44.25, according to Marketo
  1. The average order value of an email is at least three times higher than that of social media. – McKinsey
  1. Nearly 1 in 5 companies (18%) reported an ROI of more than $76 in 2014, which is 3x more than 2013 figures (5%). – DMA
  1. Email’s ROI was 28.5% compared to 7% for direct mail. – Chief Marketer
  1. For every $1 spent, email marketing generates $38 in ROI. – Campaign Monitor
  1. Emails triggered by behavior were responsible for 30% of revenue in 2014, up from 17% in 2013. – DMA
  1. Email provider Epsilon’sQ1 2016 analysis of all emails sent from its platform to recipients in North America showed open rates on the rise, at 33.3%—higher than all quarters since Q1 2014. eMarketer
  1. Email has a median ROI of 122%—more than four times higher than other marketing formats examined, including social media, direct mail and paid search. eMarketer
  1. Agency professionals and in-house marketers worldwide named email marketing most frequently as a tactic able to provide a strong ROI, at 80% and 73%, respectively. eMarketer
  1. 80% of agency professionals worldwide named email marketing most frequently as a tactic able to provide a strong ROI. eMarketer
  1. 73% of in-house marketers worldwide named email marketing most frequently as a tactic able to provide a strong ROI. eMarketer

Personalization and Segmentation

  1. Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen
  1. 74% of marketers say targeted personalization increases customer engagement. – eConsultancy 
  1. Emails with personalized subject lines are 26% more likely to be opened.  –  Campaign Monitor
  1. 68% of Americans say they base their decision to open an email on the ‘From’ name. – Campaign Monitor
  1. Personalized emails deliver 6x higher transaction rates. – Experian
  1. 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. – DemandGen
  1. Segmented and targeted emails generate 58% of all revenue. – DMA
  1. 75% of enterprises will be investing in personalized messaging in 2015. –VentureBeat
  1. Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. 
  1. Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor
  1. Marketers see an average increase of 20% in sales when using personalized web experiences. – Monetate
  1. 50% of companies feel they can increase interaction within email by increasing personalization. – Experian
  1. Personalized… emails had 29% higher unique open rates and 41% more unique click-through rates in 2013. – Experian 
  1. About 53% of emails are opened on mobile devices. – Campaign Monitor

Of course, these are just the numbers.  For tips on how to start an email newsletter, check our our blog.  Or feel free to get in touch!

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Topics: Content, B2B Marketing, B2B Content, Content Strategy, B2B Newsletters, Email Marketing, Email Marketing Strategy, Content Curation

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