Report: Email Still Beats Out Other Forms of Marketing in the Buyer’s Journey

Although marketers have been turning to email to reach their customers and prospects for quite some time, new research shows that it still holds strong as a marketing tactic.

Cheetah Digital and Econsultancy recently published the report, “Is Your Marketing Strategy Out of Touch?” and statistics suggested that in terms of driving sales, email marketing still beats banner ads, social media native apps and organic posts by 180%. In addition, about three-fourths of U.S. buyers have purchased a product as a direct result of an email they received.

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Approximately 40% of U.S. customers claim that email is their preferred form of messaging, over in-app and social media messaging. However, research shows that sending time matters in the B2B buyer journey. Most U.S. customers (32%) are more likely to engage with brand messaging in the evening, between 5 p.m. and 10 p.m.

Timing Marketing Emails Appropriately

Previous research has also highlighted that certain days are better than others when it comes to launching email campaigns.

Campaign Monitor published its “US Email Marketing Benchmarks (2020: By Day and Industry” guide, and statistics indicated that Tuesday and Thursday have the highest click-through rates (2.6%). Thursday has the highest click-to-open rate (15.2%), while Tuesday overall has the highest email open rate (17.6%).

Saturday was the day with the lowest email open rate (16.2%), while Wednesday and Saturday tied for the lowest click-through rate (2.4%). Sunday and Tuesday had the lowest click-to-open rate (14.6%).

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