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Top Email Marketing Trends for the Printing Industry

Blog | 1 Aug 2014
Email Marketing Trends

Email Marketing is evolving and the trends are changing according to the technology differs. A Recent report from HubSpot and Litmus based on over 800 million sent emails highlights one of the biggest, long-term trends email marketers need to consider is the rise of mobile device usage. Your messages are no longer only being read on just desktop clients such as Outlook or in a web browser client such as Gmail.

There is lot to consider when you are planning for your email marketing strategy, as it depends on variety of screen sizes, loading times & different requirements according to the client’s need.

Client Usage Trends for Desktop, Webmail & Mobile

  • 47% of all emails were opened on mobile.
  • Desktop email (Outlook and Apple Mail) has decreased by 15% over the past year.
  • Webmail clients such as Gmail and Outlook.com saw a slight decrease.
  • Mobile has become undeniably more popular, increasing more than 400% since 2011, and creeping up to almost the 50% market share line.
  • It is predicted that 2014 will be the year more than half of all emails will be read on mobile as more people adopt smartphones and tablets.
  • iPhones account for over half of mobile clients, and over a quarter of all emails opened across all clients, with Android and the iPad accounting for another 22% of total market share. Other mobile clients with negligible market share include BlackBerry, Windows Phone, and Kindle.

ENGAGEMENT BY EMAIL CLIENT

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Interesting key take away of the report:

  1. 2/3 of respondents say they preferred mostly image-based emails.
  2. As the number of images in an email increased, the click-through rate of the emails tended to decrease
  3. Expectedly, younger survey respondents report using their phones to read email more often than older users. This indicates that older users may prefer tablets with larger screens to phones for mobile email reading.
  4. If you’re communicating with an audience above the age of 30, do not neglect to check the tablet-friendliness of your emails.
  5. Women reported purchasing products or services they’ve been informed about via email more often than their male counterparts did.
  6. In this dataset, emails sent on Saturdays and Sundays had higher CTRs than emails sent during the business week. And during the business week, the later 3 days performed better than the first two days.
  7. Emails with between 300 and 500 total non-HTML characters tended to have the highest CTRs in dataset. This suggests that email marketers should focus on using very direct calls-to-action without an abundance of extraneous text.
  8. As the length in characters of subject lines increased, CTR of those emails in dataset decreased. Create subject lines that are concise and persuasive.
  9. Emails with the word “you” in their subject lines have higher CTRs than emails without the word “you.”
  10. The presence of the word “download” in subject lines also had a very positive impact on CTRs.

With an optimized email marketing strategy in place, you can successfully engage your clients and retain them.

Aneesh Wilson,
Business Development Executive
OnPrintShop

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