How much time do you spend on email each day?
Sometimes it seems like the subtle pop-ups and melodic pings of our inbox dictate the course of our entire day. As marketers, we are constantly fighting to keep our heads above the ever-rising tide of our unread email count. Just when you sit down to craft your next campaign or check on your analytics and reports, one email or another is pulling you away to put out a fire or lend a hand on another project. If this deluge of emails is just as common for your prospects, how can your marketing messages ever hope to get through?
Unfortunately, recent data released by Cue, a mobile app for organizing your online personal information, suggests that the tidal wave of emails is indeed a challenge faced by all email users. Your customers are losing the war against email and it has become more important than ever to make sure your marketing emails are providing real value and not just adding to the noise.
Let’s take a look at some staggering email figures from 2012, and how to combat them with your next email campaign.
Inbox triaging is now a necessity…
There’s no doubt that email users are sifting through (or are bombarded with) more noise than ever before. The sheer number of emails the average user receives is staggering. Take a look at the following stats:
- The average email user received 5,579 emails in 2012.
- The average response time in 2012 was 2.5 days, an increase of 10% over 2011.
- Email users sent an average of 869 emails last year.
- This means email users received 6.34 emails for every one they sent.
The stats above have made triaging a necessity for email users. Consumers are now prioritizing their inboxes at a glance. This makes it a necessity for marketers to create well-crafted emails that can cut through the noise and capture a prospect’s attention. Here are a few resources to help you create emails that will stand out in a prospect’s inbox:
- The 6 Essentials of an Effective Email [Snapshot]
- Dream Bigger With Your Dynamic Content
- A Checklist for Lead Nurturing Emails That Get Results
…But users are still engaging
There’s hope! The growing trend toward inbox triage does not mean overall email engagement is decreasing. Your prospects are still extremely active over email. Statistics from 2012 show an interesting correlation between timing and engagement:
- The average email user composed 41,368 words last year (roughly the length of the Great Gatsby).
- The number of emails sent and received peaks at 11:00 AM, with the average email user sending seven emails and receiving eight.
- More emails were sent and received on Tuesdays than on any other day of the week.
Consumers are still willing to engage over email, making it a viable channel for your marketing campaigns. The right email campaign at the perfect time can still generate a response from prospects. Here are a few resources to help you prepare and implement email campaigns that will engage your prospects:
- Email Marketing: Timing is Everything
- 6 Steps to Effective Email Marketing [INFOGRAPHIC]
- The E-mail Preflight Checklist [Snapshot]
How are you dealing with the increase in email? Let us know in the comments below!