Dollar for dollar, email still remains one of the most powerful marketing tools for small businesses. That power has only been strengthened by the growing trend of easy access to email on mobile devices. A 2010 study by the research firm Nielsen found that almost 50 percent of mobile users’ time is spent on email, while 70 million Americans said they access email through some sort of mobile device. Those numbers are likely to go up with the increased adoption of mobile technology, such as smartphones and tablet computers.
Highlights: Email’s effectiveness as a marketing tool:
74% — Percentage of online adults said email is their preferred method of communication.
$40.56 — Email marketing’s return on investment for every dollar spent on it in 2011, according to a 2011 Direct Marketing Association report.
72% — Percentage of companies that said email marketing provided an “excellent” or “good” return on investment.
35% — The percentage of smartphone users who have made a purchase from their phones after opening an email from a business.
$63.1 billion — Total sales that commercial email will drive in 2011, compared to $57.8 billion in 2010.
59% — Percentage of users who said they delete promotional email messages as soon as they receive them, down from 73% in 2006.
107 trillion — Number of email messages sent in 2010.