Email Marketing Statistics 2016 and Beyond

Email Marketing Statistics 2016 and Beyond

According to Ascend 2, 54 percent of marketers said increasing engagement rate is a top priority.


According to Econsultancy, three-quarter of companies agree that email offers “excellent” to “good” ROI.


According to MarketingProfs, 15 percent of marketers surveyed say their company still does not regularly review email opens and clicks; only 23 percent say they have integrated their website and emails to track what happens after a click.


The higher a number of images in an email, the lower the rate of clickthrough of the email.


33 percent of all emails are opened on iPhones.


Personalized subject lines increase email opens by 41.8 percent.


According to Hubspot, 78 percent of consumers have unsubscribed from emails because a brand was sending too many emails.


51 percent of marketers say enriching contact data quality is their most significant barrier to achieving email marketing success.


Gmail has 1 billion active users worldwide.


Email use worldwide will top 3 billion users by 2020 according to The Radicati Group.


83 percent of businesses use at least basic segmentation for their emails.


According to Adobe, outside of work, Americans most commonly check their email while watching TV (70%), in bed (52%), on vacation (50%), while on the phone (43%), from the bathroom (42%), and even while driving (18%).


Email notifications about abandoned carts have a 40.5 percent open rate.


⅓ of millennial workers are comfortable using emojis to communicate with a direct manager or senior executive according to Adobe.


According to Adestra, email subject lines that include the words “thank you” have the highest above-average engagement levels.


Up to 47 percent of marketers say they split test alternate subject lines to optimize email performance.


The open rate for emails with personalization was 17.6 percent compared to 11.4 percent without personalization.


According to MarketingProfs, 42 percent of marketers do not send targeted emails while 4 percent of marketers use layered targeting.


83 percent of companies use basic segmentation for their email campaigns.


48 percent of emails are opened on a smartphone.


According to Ascend2, 51 percent of marketers say enriching contact data quality is their most significant barrier to achieving email marketing success.


66 percent of unsubscribes occur between 5 and 10 p.m.


Segmented and targeted emails generate 58 percent of all revenue.


The ability to segment email lists and individualize email campaign are the most effective personalization tactics for 51 and 50 percent of marketing influencers respectively.


Top challenges in marketing automation include budget at 36.1 percent, data quality at 35.3 percent and knowledge at 35.2 percent.


According to GetResponse, 51 percent of marketers don’t proactively test their emails.


Only 15.2 percent of marketers can track how email influences other marketing channels.


Reports from GetResponse show that 57.9 percent of marketers plan to increase their email marketing budget in 2017.


More than 37 percent of retailers send at least 4 emails to their contacts every month.


Only 31 percent of car companies use all marketing automation features.


74 percent of email marketers don’t track and review opens and clicks for each send.


50 percent of marketers in the restaurant and food industry communicate 1 to 3 times per month.


Report from GetResponse shows that 11 percent of health and beauty companies run reactivation emails campaigns.


75 percent of email marketers use email automation and 58 percent use personalization techniques.

Only 17 percent of marketers surveyed by GetResponse use a responsive design and another 18 percent use advanced segmentation.



5 Giant Steps To Better Understand Your Customers' Content Needs


According to statistics from Content Marketing Institute, 70 percent of B2B marketers plan to create more content in 2017 compared to 2016. This is a great step towards the right direction but how do you know what type of content your customers actually need?

Most content marketing efforts yield little or no ROI because the content was created without the customers’ feedback or a good understanding of the target customer. Understanding your customers’ content needs require soliciting feedback from your target or present customer, monitoring social media for trends and conversations and monitoring website analytics. Finally using search queries and related search queries customers punch into search engines.

Giant steps to better understand your customers content needs.

#1: Surveys and Feedback

5 Giant Steps To Better Understand Your Customers' Content Needs

Using surveys or forms to solicit feedback from customers is an effective way of knowing what type, length and ideas of content your customers expect from a business like yours.

Effective content marketing requires data-backed research which can be acquired through communication. Don’t forget people get cold feet when it comes to surveys but adding an incentive at the end of the survey will get them to give you the answers you want.

For a business trying to understand its customers content needs, surveys can be included in email campaigns (Act-on), at the end of blog posts (polls), social media updates (Facebook and Twitter polls, tweets) and landing pages (Google forms and full surveys).

This should be done strategically, you don’t want to spam your audience. For a business with a small audience, using ads to reach a lookalike audience can yield amazing results since they fall into your target demographics and will most likely convert into your customers.

Another way of understanding your customers content needs will be through the use of polls at the end of every blog posts (for a set period of time) asking for their opinions and if they want more of such content or specific alternatives.

For example, Youmoz (Moz UGC) ran a survey of its audience to understand their content needs and the information gathered was used to build blogging guidelines for the blog which increased engagement, traffic, and conversion ratio.

Best practices when conducting surveys or polls on customers:

  • Avoid open-ended or vague questions, ask questions with concise responses.
  • Include surveys at the end of blog post not before.
  • Keep it simple and succinct avoid questions with yes/no responses.


#2: Monitor Social Media for Questions, Tweets, and Updates

5 Giant Steps To Better Understand Your Customers' Content Needs

Understanding your customers’ content needs is required to improve the quality and type of content you deliver to them which yields more revenue, customer loyalty and referrals. Using social media can help you research your customers easily, social media networks such as Twitter, Facebook, and LinkedIn provide businesses with opportunities to interact, monitor and listen to trends, conversations, and complaints.

Using social media listening tools such as:

  • Hootsuite
  • Social Mention
  • Klout
  • Mention

Businesses can track conversations and create information/articles addressing customers content needs. Social listening to hashtags, keywords, and phrases from leads to your competitors’ customers should give insights into what customers need and expect in content.


#3: Monitor Analytics

5 Giant Steps To Better Understand Your Customers' Content Needs

Within your Google analytics dashboard lies valuable information on your customer preferences, behavioral traits, and demography. Expand and review your “Audience Overview” tab in Google analytics to understand your visitors and create content using that information to convert them into customers.

The following tabs under “Audience Overview” contains information on your website visitors:

  • Demographics – the age, the gender of your website visitors.
  • Interest – behavioral traits include hobbies, employment, etc.
  • Geo – the location and language of your business visitors.
  • Technology – the type of browser and operating system your visitors use.

Information from Google analytics coupled with a concise buyers persona will bridge the gap between your business goals and your customers’ content needs.


#4: Competitor Analysis

Competitor analysis allows you to see which piece of your competitor’s’ content have captured the most engagement, this is not to steal your competitor’s strategy but compare to yours and fix what is missing.

Things to look out for when conducting competitors analysis:

  • Topics to cover
  • Blogging frequency – every 3 days or every week
  • Type of contributors – multi-contributors or a single contributor
  • The length of blog posts – 500 words, 700 words or 1500 words and above.
  • Type of content – Podcast, videos or articles.

Several tools can be used to run a competitors analysis and they include:

  • Buzzsumo
  • SEMrush

Using the tools above including things to look out for, you should have a good idea of things to fix to understand your customers’ content needs and preference.


#5: Related Search Queries in Google Results

5 Giant Steps To Better Understand Your Customers' Content Needs

Finally, when creating your buyer’s persona, you had a good understanding of the kinds of search queries, your customers input into search engines.

Google search results offer robust ideas on your customers content needs with “Searches related to” when you scroll to the bottom of the page. The phrases or ideas in that box are search terms your customers also punched in when searching for solutions or information.

Picking content ideas from the related search query can have your content and blog page ranking for such search terms resulting in more traffic and an increased customer base.


15 Mistakes To Avoid In B2B Content Marketing

15 Mistakes To Avoid In B2B Content Marketing

In his weekly WBF on Moz’s blog, Rand Fishkin said “In B2B marketing, the sales team only wants content that reaches the lead at the company to which they are selling.  But, in fact, reaching anyone who nudges/influences/manages people in that role at the company (or outside it – press/social influencers/bloggers/etc) is a pursuit worthy of equal effort (and can often dramatically expand your content opportunities)”

And I agree with him, now this particular statement made me research and compile 15 mistakes most B2B content marketers make.

Where B2B content marketers go wrong begins with the funnel, any marketing funnel would look like this:

  • Awareness – At this stage, leads are familiar with your company, product or service.
  • Consideration – They consider if it’s something they want to buy.
  • Comparison – Leads compares your offer with related solutions then pitch it to the decision makers.
  • Conversion – DECISION MAKERS sign off on purchasing your offer, leads become customers.
  • Retention – Customers are recurring buyers and brand advocates.

15 Mistakes To Avoid In B2B Content Marketing

Mistakes most B2B Content Marketers Make:

  1. Targeting the wrong part of the funnel – marketers know which part of the funnel needs help vs works fine. Before creating content, content creators should look at what part of the funnel, it would affect or which part of the funnel is more in need of assistance
  2. Trying to target more than 2 stages of your funnel with content marketing.
  3. Measuring results by the wrong metrics – success in B2B should be measured by business goals and not marketing goals like B2C. Don’t take the wrong metrics of B2C and apply it to B2B
  4. Thinking B2B has only one buyer like B2C (usually there is a chain involved in B2B buyers so whoever it is you are selling to, would have to consult with whoever makes the buying decision before buying from you. It’s like trying to sell a toy to a child, you market to the parents instead.
  5. 15 Mistakes To Avoid In B2B Content MarketingNot having an overlapping persona analysis – most times, marketers target the buyer persona so much that might work in B2C but in B2B you create content and market around the potentials that could lead you to the buyer.
  6. Not creating content that would lead your buyer down the funnel
  7. Trying to save cost on paid advertising, paid channel, content amplification.
  8. Too much form fields on landing pages when 70% of visitors are mobile (put a teaser out, ask for little information as you can)
  9. Formulating guides to attract only one lead, then you ask for so much information in the opt-in form (I feel like I am giving away my soul) you don’t need all that information (Full Contact API can give you all the information you need just by plugging in an email address).
  10. 15 Mistakes To Avoid In B2B Content MarketingNot reusing the audience for future content amplification (when next you produce another related piece of content you can mail that lead since you like Piece A, we created Piece B just for you.
  11. Not taking the emails and uploading it to Google or Facebook and showing related content to the via paid ads.
  12. Thinking your target audience has a lot of time.
  13. No proper outline for the types of conversion (soft and hard) Hard is when a customer’s fills in a form to be contacted by the sales team or when a customer request for quotes while soft conversion is when a lead expresses interest in your content or company, maybe watch the video or share and follow your company on social media.
  14. Not following up soft conversion with incentives and offer: contest, giveaways or discount should be run on social media to bring in hard conversion and down the funnel to the “retention”
  15. Focusing so much on creating awareness that you forget the retain customers who have made a purchase from your company.


You can always check out the full video by Rand Fishkin containing the lessons listed above on the Moz’s blog

12 Productivity Hacks For Smart B2B Marketers You Must Use

Image on Productivity Hacks For Smart B2B Marketers

Productivity for B2B marketers includes waking up and diving into work with to-do lists looking the amazon forest. By the end of the day, you realize you have been busy all day doing nothing productive.

Hence no results

Science has shown that focusing on one task alone would help you complete the each task faster and efficiently instead of trying to do it all at the same time.

There is a huge difference between busy and being productive, being busy involves activities with no specific goal or no benefit but being productive involves work related activities with an end game of seeing results and achieving something.

Get the picture?

12 Productivity hacks for Smart B2B marketers

  • Eat Your frogs in the AM

The term was coined from the book “Eat That Frog” by Brian Tracy. It simply involves handling your dreariest and most demanding task first thing in the morning before moving on to other tasks.

Psychologists have proven that the brain gets tired too, it’s called decision fatigue. So before you end up with decision fatigue, attack your cumbersome project before grabbing coffee, I bet you would feel much better sifting through the day’s work after eating your frog.

Quick reminder: Set and attack your most important and demanding tasks before any other work or project for the day.

  • Have two kinds of problems

I learned this productivity hack from Dwight Eisenhower and taught many others who can testify it works! Dwight Eisenhower once said “I have only two types of problems: Urgent and Important.

Every night before you sleep or when you wake the next day, place your task for the day into 2 categories “Urgent and Important” and watch how you smash goals, meet deadlines, stay productivity and garner results.

There is an Eisenhower box or matrix to make this work for you

  • Only work on crucial or immediate projects

After successfully categorizing your problems, work on only the immediate projects, important tasks can wait or you delegate someone else to handle “important” tasks while you focus on immediate projects.

Hire a VA for transcripts, hire a freelance writer to research and create content, just remain effective and productive by hiring or asking people to help with important tasks.

  • Use an editorial calendar

Everyone struggles with creating quality content, from brainstorming for ideas, to research, writing finally to editing. Whew!

Save yourself hours if not days and use an editorial calendar to create content.

With an editorial calendar, you can brainstorm ideas for content months ahead and hire a freelancer to do the writing while you focus on more important tasks like lead generation, meetings, conversion rates, etc.

  • Ditch the inbox!

Tame that urge to check your emails in the morning. A survey has shown that the average U.S. worker spends about 6.3 hours daily checking emails.

Emails not only burn your time but leads you to decision fatigue right before 12pm!

Resist checking your emails until after eating your frog, instead, check your emails in transit or traffic. I do that and I can boastfully tell you, it does wonders for me, Use an email tool like Sanebox which trims your emails into priorities so you know which is important and choose to respond.

Working from home? Check your emails when decision fatigue hits that usually around 3pm.

  • Plan and time your meetings ahead usually 2days

Meetings, meetings, meetings, my calendar is full! Face in the palm! To save yourself from this demon or nightmare as many may call it, schedule, plan. and time your meetings days ahead.

Pick a time that works, let’s say 12.30 pm, plan on things you and the third party would talk about, think of replies to give and questions to ask and finally time yourself and stick to it, make sure you don’t exceed that time.

That way people respect you and your time for being disciplined and punctual.

In a book 168 hours ( you have more time than you think ) by Laura Vanderkam, Laura says we actually don’t work as many hours as we think and we do have many pockets of time. And, most importantly, we all have 168 hours a week.

Clearly, map out how much time would be spent on each task and stick to it.

  • Don’t ever multitask

Trying to juggle two tasks at hand would get you nowhere, you either end up ruining a task or not doing anything at all. You can’t be doing the dishes and laundry at the same (except you have a dishwasher.)

I have discovered you and I can be more productive once we focus on one task at a time, multitasking results in loss of creativity and decision fatigue.

It has been scientifically demonstrated that the brain cannot effectively and efficiently switch between tasks, so you lose time.

Instead use the “power of one” in everything you do, focus on one task and finish it, focus on one goal and crush it.

  • Plan your day ahead

Every successful entrepreneur or marketer share one productive trait, they plan their days ahead. Before going to bed, write out your to-do list for the next day with time slots, that way you have a plan to work with when you jump out of bed in the morning.

  • Take short break between work (Pomodoro Technique)

Psychology research suggests that the least productive time of anyone in a day is in the mid-afternoon, somewhere 3pm. Now this is not the end of your day, you can still pull through the day with success by taking breaks in between work.

The best way to do this is to use the Pomodoro technique which was created byFrancesco Cirillo in the late 1980s. This is a time management method which simply involves breaking down your work into 25 minute intervals and spend 5 minutes resting.

There are several apps based on techniques for all platforms, check it out and see which works best for you.

  • Stick to your ritual

Barack Obama and Mark Zuckerberg wear almost the same thing to work every day, do you know why? Because it eliminates the need of thinking of what to wear! Apparently, we waste precious minutes everyday pondering on what to wear.

Stick to a ritual which works for you, do you have a set of clothes for a set of days?

Stick to it and be more productive, spend those free minutes on making progress and positive results in work and life.

  • Ask for help or hire help

We all tend to follow the superhuman ideology of I can do it all but to be more productive and effective, it is advised you delegate tasks to others while you focus on more important and delicate tasks.

Never do for yourself what others can do for you – 48 laws of power

Remember you strong fronts and hone it, hire a Facebook ads specialist to help with Facebook ads while you do focus on other things, hire a freelancer to create converting content while you supervise or focus on creative ideas for lead generation. Never do for yourself what others can do for you!

  • Meditate if you can

Are you huge on the meditating side? Do it if you can. Research has shown that during continuous task performance there was an association between higher dispositional mindfulness (meditation) and more stable maintenance of sustained attention.

There are over 76 benefits of meditation but I would highlight an increase in focus and memory retention so what are you waiting for? Get your mat and in position!

  • Play (Video Games or Chess)

I am surprised I had to add this to the list but the benefits of spending time away from work and playing video games or chess would go a long way in boosting the brain which would help you in being productive.

Apparently playing video games can increase your executive functioning, attention, and vigilance while playing chess increase your IQ and problem-solving skill, now I am dusting off my chess board and placing it right next to my lamp stand.

  • Use an outline when creating content and invite others

Content creation can be so simple once you get a hang of it, and to do this you have to use an outline when creating content, it is more like a draft of what you would like to create. Neil Patel goes into detail in describing how content outline works.

Invite friends and colleagues to help in creating and promoting your content when it’s published.


Productivity for B2B marketers involves making judicious use of your time to reach a certain goal. Using the tips above, you should experience changes in your routine and day to day tasks, remember to wake early, sleeping for long hours could marr your performance for the rest of the day and no amount of coffee can save you.