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Marketers Need To Wake Up: The Stagnant State of Email Report

After the Retweet Report, we came back to the drawing board to figure out another data report that we should tackle. We talked about taking on another social media channel or diving into the behemoth of the Content Marketing world; however, we decided that we needed to brand away from the former and do something to segway into the latter.

Out came studying email and the data that we could dig up about one of the largest sources of ROI for Marketers. I was very excited about uncovering something unique like using 9 exclamation marks in a title or adding a golden number of hashtags showing that marketers are taking risks with one of the oldest marketing channels.

Fletcher passed off the data to me and I remember just staring at it…

Over 96,000 emails from over 2,000 subscription lists…

Then I saw it…the most startling thing…

Marketers are doing the same things with email. Every single marketer practicing the same benchmarks over and over again. Nothing new..no interesting outliers…so stagnant.

Not implying that out report isn’t interesting, but we’re simply pointing out that the state of email is very stagnant as shown through these benchmarks.

Here’s a peek at some of the data in the report…

  • Most frequent day of the week that emails are sent
  • Most frequent time of the day that emails are sent
  • Common characters in an email subject line
  • Number of characters in an email subject line
  • Common word counts in emails
  • Number of images used in an email
  • SpamAssassin Score
  • Spammy terms in subject lines

You can download the report HERE or you can also take a look at this infographic we created. Some of the data is included from the report along with some tips to improve your own email practices. Take a look.

031314_Email_Data_Infographic

Let us know what you think and, again, you can get your paws on the report here.

Looking for other TrackMaven Reports? Check out our Resources Page!

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  • John Armstrong

    Without conversion metrics it’s impossible to tell if we need to shake the trees and do something different. Does emailing just before noon garner the most leads in my industry? If so, I’m happy to play follower until the way people consume email changes the dynamic. I do find it surprising that most emails have more than 400 words. I wonder how many of those words are actually read?

    • http://www.trackmaven.com/ Sabel Harris

      Having conversion metrics is important in order to tell if something needs to be done within your email; however, having benchmarks of what is going on in the email landscape is very important as well. Our data is shows remarkable bell curves and graphs with similar data chunks all pointing out that marketers are doing the same things repeatedly.

      So yes, maybe emailing at noon gets you higher open rates or a few leads, but why are you going to use tactics that also face high competition? What if you could get more leads than your competition?

      Email consumption is widely changing as more people are operating on mobile and always have the problem of never having a clean inbox (Pointing out the increased amount of noise and that most marketers aren’t cutting through that noise) Thanks for reading John!