Email teams have one reason to rejoice this season: The channel is more than carrying its weight despite concerns about data, judging by State of Inbound Marketing Trends, a recent study from
HubSpot, working with Litmus.
First, here are longstanding truths: On average, email delivers $36 for every dollar spent, the study says. And 95% of the respondents claim email
marketing efforts were effective in meeting business goals last year.
In addition, email is one of the top traffic sources:
- Direct —
- Organic Search — 17%
- Social — 16%
- Email — 14%
- Display Ads —
- Paid Search — 9%
- Referral — 9%
- Other — 1%
Here’s the reason: Email is in a
strong position, in part, because it can be used in a compliant way, thanks to tools like email preference centers.
Brands are now studying the different kinds of data that will be
utilized when cookies disappear:
- Zero-party data — Individual-level data explicitly given to you directly rom your audience. Examples: Email preferences, topic or product
interests, account preferences.
- First-party data — Individual-level data collected from your audience on your own channels. Examples: Email
engagement, website activity, purchase history.
- Second-party data — Individual-level data acquired from a trusted partner aka someone else’s
first-party data. Examples: Go-marketing efforts, customer reviews, loyalty programs.
- Third-party data — Aggregate data collected from one or more sources. Examples:
Browsing acitivity (aka cookies), demographics, survey responses.
Where does email figure into overall usage? The respondents say they are deploying:
media — 44%
- Website/blog — 36%
- Email marketing — 35%
- Content marketing — 32%
- Influencer marketing — 30%
- SEO marketing — 26%
- Virtual events — 25%
The main uses of email? Brands use it to:
- Improve customer loyalty and
- Increase revenue/sales
- Generate leads
- Generate website traffic
- Increase brand awareness
Meanwhile, the report lists the top 10 email clients as follows:
- Apple —
- Gmail — 28.1%
- Outlook — 4.2%
- Yahoo Mail — 3.1%
- Google Android
- Outlook.com — 1.0%
- Samsung Mail — .3%
Live Mail — .08%
- Web.de — 0.6%
- GMX — 0.5%
HubSpot and Litmus surveyed 1,600
marketers from U.S., Australia, Canada, Germany, UK, France and Japan. The sample included both B2B and B2C marketers.