A recent survey by Kentico has demonstrated that after a couple of decades of being barraged by email solicitations, subscribers are clearly developing marked opinions on the state of the industry and how well, or badly, they believe we are performing as a whole. Some of the statistics are definitely eye-openers and merit careful consideration by all email marketers in our continuing effort to best cater our offerings to the preferences and requirements of our subscribers.

3-way split opinion on email marketing performance

There is a very interesting three way split in the survey’s responses to how well email marketers are performing over the span of the last five years. The statistical figures are nearly equivalent on each opinion: a total of 32% of all email subscribers surveyed believe that online marketers have actually improved in their approaches in promotion products, services, and other content which best fits their own interests; fully 36% state that online marketers are doing just about the same job with just about the same effectiveness that they were five years ago; and 31% state that email marketing is not as effective today as it was five years ago.

Mobile email has had little effect

It is this last finding that should concern all email marketers the most as since more than three out of every ten subscribers feel that the way we are promoting our products and services has actually gotten worse in that time. The single most important factor to note in conjunction with this finding is that five years ago mobile email marketing was in an absolutely embryonic stage, and has developed by leaps and bounds to a point where it is essentially unrecognizable today from the state of the art in 2009. While we are congratulating ourselves on mastering the convolutions of mobile email marketing, embracing responsive design paradigms, and leveraging a wide variety of mobile centric tools and facilities, the fact that 31% of our subscribers are seeing this as a negative needs to be addressed, and addressed quickly.

12% resist the best microcontent

There are some elements which are just as present today’s approach from email marketers as they were in the last decade and it is the surprising figures surrounding open rates and the readership once that email is open. This report shows that 12% of all respondents simply don’t open emails that they have willfully subscribed to, which is a statistic that seems to be etched in granite and has resisted the best efforts of the greatest microcontent creators in the known universe.

Slow down your readers

Fortunately 10% state that they read the entire content of their subscribed emails, 16% state that they read three quarters of the content on average, 26% read half of the content, while the largest percentage of 36% say that they read about a quarter of the email content. These statistics go a long way towards proving that most subscribers are still just scanning their incoming email marketing missives. Any efforts which online marketers can make to encourage their subscribers to slow down and absorb more information by appealing to triggers which best suit their individual interests should be considered an absolute priority to integrate into their campaigns.

18% have never converted anywhere

This penchant for subscribers to just skim through their emails has to be considered widely responsible for the finding that fully 18% of all email subscribers have never responded to any call to action (CTA). This is an almost unbelievable statistic given the number of different brands which the average email subscriber has provided permission to include on their lists, as it isn’t that they have failed to respond to the CTAs from any one particular brand but have never responded to the CTAs from anyone! This is somewhat tantamount to almost one out of every five people in any bricks and mortar store at any given time having never purchased anything from anywhere ever!

It is not an easy task for email marketers to address these issues and achieve a greater level of effectiveness in our missives but it is a critical task which must be tackled.