Article of the month: Email is the Most Consistent, Reliable Marketing Channel on the Web and I Can Prove It

Rand Fishkin of SparkToro has done us all a huge favour - he's painstakingly gathered and analysed data from twenty years (TWENTY years!) of email marketing, to produce this beautiful analysis:



Email has been a consistent performer for twenty years! About a thousand years in digital terms. Social media WISHES it could demonstrate anything like this consistency. Fishkin's article about email is a really interesting read, with wise advice about the 'but young people don't use email!' argument, and where you should be building your lists.

If you're not investing in your email programme, you're missing out. Some areas you can focus on, depending on the maturity of your email programme:

Beginner: automated welcome journey, mobile-friendly template, email acquisition on your website, engagement mailshots
Intermediate: more automation workflows, A/B testing, segment by behaviour
Advanced: reactivation campaigns, lead generation ads, advanced segmenting

Digital Charity Lab has lots of resources to help you with your email marketing, including an online course in email, a quick guide to best practice, and free downloadable guides to email.

What do you think *|FNAME|*? Is your charity prioritising email?