MediaPost – Show Email’s Impact By The Numbers
No, this isn’t another “email isn’t dead” column. I’m tired of those, and you wouldn’t be reading this column if you thought that email’s day was done.
However, as an email marketer who labors in the trenches, many of you field questions or get pressured every day to channel your energy and marketing dollars out of email and into the latest hot social network or whatever other channel is generating the most buzz and noise that day.
You know email rocks, but you may have to prove it to everybody — from clients, if you are an agency, to your fellow marketing team members, brand managers and C-suite executives, who are likely the farthest away from seeing email’s impact on your organization’s operations and bottom line.
To help you prepare for a client presentation, a budget meeting or even that serendipitous 15 seconds you might get in the elevator with your CEO, I put together a cheat sheet of statistics that can help you make the case that email is thriving and can be a valuable channel for your company.
Following are a few sample statistics and trends that will help you open the conversation (but you have to do more, which I explain below):
1. Both email users and active email accounts are projected to grow. The Radicati Group (2010) estimated the number of active email accounts to hit 3.8 billion and the number of email users to reach 2.46 billion by 2014. By comparison, Facebook has approximately 1 billion users.
2. Email is still the most popular activity online; globally, 85% of people use the Internet to check email, while 61% use it for social media (Ipsos, 2012).
3. Consumers are taking email with them across platforms. Checking email is the No. 1 activity on mobile phones (Pew, 2011) and No. 2 on tablets, after Web browsing (IDG, 2011).
Want to check out the who’s who and what’s what of email marketing?
Read The Buzz.
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