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Six Fast Facts That Will Improve Your Email Marketing

email marketing ROIEmail marketing should be one of a business’s core marketing campaigns. Research repeatedly shows that an email marketing campaign often has a better return-on-investment (ROI) than other methods of digital marketing. According to, email is a channel generating the highest ROI for marketers; for every $1 spent, email marketing generates $38.

Email marketing was the topic at a recent Marketing Profs Digital Marketing Mixer. One of the sessions was titled “What Your Customers Really Think of Your Email Program”, and it presented facts gleaned from research at From this research emerged some interesting data. Below are a few facts about email marketing, and how you can use them.

Here are some data about how people open and read emails:

  • 35% of email recipients open email based on the subject line alone.
  • 84% of people 18-34 use an email preview pane.

What this tells us is that it is important that the emails we send out have compelling subject lines. If 35% open based on the subject line, that means that if the subject line isn’t compelling, then we are losing more than 1/3 of our customers. How do we determine what a compelling subject line is? A/B testing. Long before you send out emails, test a few subject lines to see which one gets the best response.

What’s more, if 84% of young people use a preview pane, then it is imperative to make the first paragraph of the email very compelling. We must speak to the needs of the potential customer and grab their attention immediately so that when they read the email in the preview pane they will be compelled to read the entire letter.

Why should we do this? Here is why:

  • 44% of email recipients made at least one purchase last year based on a promotional email.
  • People who buy products marketed through email spend 138% more than people that do not receive email offers.

People who read compelling emails make purchases and spend significantly more money. Therefore, it is wise to have a strong email marketing campaign.

As an award winning B2B marketing agency, KEO Marketing can help significantly improve your email marketing campaigns. Contact one of our email marketing experts at KEO Marketing or call us at 888-702-0679 today.


With more than 25 years of hands on marketing strategy and operations experience, Sheila Kloefkorn is dedicated to developing marketing strategies and plans that help clients succeed. Some of the world's largest brands have depended on Sheila for marketing programs that delivered tangible and substantial results. Specialties: B2B marketing, lead generation, lead nurturing, sales strategy, marketing strategy, competitive marketing strategy, social media, search engine optimization (SEO), search engine marketing (SEM), mobile marketing, email marketing, website design, marketing plans.