E-mail still is the leading marketing method in the U.S. About 61 percent of respondents said they were marketing to leads and customers in the form of blasts using e-mail software, while 48 percent reported using individual e-mails. E-mail is in fact the preferred marketing and communication channel by American consumers. In order to encourage their customers to subscribe to their content, many online retailers offer the latest news and content from their brands or offer regular promotions. According to nearly 60 percent of online retailers, personalization and segmentation are two of the most successful e-mail tactics to drive conversion. Personification has indeed proved to be important for the success of the email marketing campaign, taking into account that the open rate for e-mails with a personalized message was 18.8 percent, as opposed to 13.1 percent without any personalization. About 80 percent of marketing professionals said they used personalized messaging in marketing e-mails.
The success of an e-mail campaign is often measured by the number of opens and clicks. In terms of industries, e-mail messages related to the pet and animal services industry had the highest average e-mail marketing open rate in the U.S. – 22.1 percent as of 2016. E-marketing is also not restricted to one device or platform. As the number of mobile internet users in the U.S. increases, more e-mails are being read on mobile devices. E-mail is reported as the third most popular smartphone activity, and 86 percent of Americans said that they use their mobile devices to check their personal e-mail. Marketers have been looking into the best way to integrate mobile with e-mail on their e-mail marketing approach. About 62 percent of them plan to integrate mobile push notifications, and 54 percent plan to use mobile SMS.