Newsletters or informative bulletins to keep the user in contact with the brand and communicate news (changes in policies, product launches. Administrative emails , for example, to send the user downloadable content or thank them for subscribing. Loyalty emails , in which we seek to generate repeat purchases. Email marketing in figures We can talk about the benefits and wonders of email marketing , but advertisers and marketing managers want to hear metrics and figures. It is interesting to see the results of the A Digital Research report on the use and perception of email marketing in 2015.
Accessing the internet has become a daily activity , 100% of those surveyed say they connect daily, as a result of the high penetration of mobile devices. Men between 35 and 44 years old are somewhat more active, but there are hardly any differences by sex and age. 80% of users check Fax Lists their email several times a day and social networks . Following are the consumption of multimedia content, instant messaging services and the consumption of news media. Gmail , with 74%, is the preferred email service provider for users, but Hotmail is the most used to subscribe to email marketing content . Internet users have a very positive perception in general about email marketing , especially when it comes to product offers.
The negative aspect would be the large number of emails received. Consumers establish the optimal frequency of receiving emails at 1 a week , and it can be a maximum of 3 depending on the case. The mail must be direct, simple and frank, have a short and clear subject and the presence of the terms “offer” and “promotion” can favor the opening. The contents of travel, hotel and tourism offers are the ones that most favor subscription to bulletins or newsletters. Other sources also give us these good numbers: The email marketing channel continues to have a high ROI return on investment since on average it returns 38 dollars for every dollar invested. 48% of email openings are done from smartphones.