The New and Defending Email Champion
As we kick off 2017, we reflect on the biggest email marketing trends of 2016. A recent survey by Clutch presents the latest market research from the Email Marketing Survey 2016, providing useful guidelines for your practices in the New Year.
The most successful email-marketing trend of 2016 was one that has been very popular with marketers for many years: sending newsletters. Of the 303 email marketers from companies with 100+ employees, 83 percent sent newsletters more than any other type of correspondence. Those same companies reported 79 % of their emails were standalone, 71 % were lead nurturing, and 62 % were transactional.
Of the companies, it was found that the most popular days and times to send email newsletters were Mondays and Fridays between 9 AM and 11 AM. Only 9% of companies sent emails on Saturday, and only 6% gambled with sending their emails on a Sunday. Date and time to send a newsletter varies from company to company, and should be determine by analytics.
Why do so many companies rely on newsletters?
Newsletters are important vehicles for building a loyal audience that is knowledgeable and engaged with your brand.
Newsletters allow your clients to have deeper insight with your products and services.
They provide you a powerful medium to introduce new products, services and employees to your clients.
Newsletters often offer a series of smaller, digestible articles that allow your customers to pick & choose what they feel is important to them.
They offer you space to build your brand and promote your company ethos.
They are generally viewed as valuable correspondence that deserve space in your client’s inbox.
Since the vast majority of newsletters are opt-in and have high engagement, they provide you an exceptional way to build your sending reputation which improves your deliverability and in-boxing for all of your email correspondence.
In 2017, think about crafting branded newsletters to connect with your audience. Mix up your content with a variety of lengths and subject matter. A rule of thumb is that each member of your audience should be able to relate to at least one piece of content each newsletter. As always, track engagement so you can be responsive to what is working and what is not. The ResponseGenius platform offers sophisticated heatmaps so you can always determine where your audience is clicking with your newsletter.
We’d love to show you our campaign reporting and how you can use it to supercharge your insights into what your audience finds most relevant. Contact us at firstname.lastname@example.org.