The email marketing industry is estimated to be worth between $6 and $15 billion, growing at a 15-20 percent rate. Igor Polevoy, President at ExpressPigeon, shares his valuable insights on marketing automation and also indulges the audience in a few interesting facts about email marketing.

Some of our key takeaways from the conversation:

  1. Data Speaks:
    In 2012, Target predicted that a 16-year-old was pregnant based on her purchasing habits. Businesses can learn about their customers based on their purchasing habits and use that information to provide products specific to their needs.
  2. Relevance = High ROI:
    Email marketing can generate an average of $45 per $1 invested, whereas personalized email marketing can fetch greater returns. Understanding what piques your customers’ interests and providing them with relevant information is likely to draw high engagement and eventually culminate into a high ROI.
  3. Design Thumb Rules:
    Open rates for emails with vertical layouts are as high as 96 percent. Designing an email that is user-friendly and allows a user to view, scroll, and respond using a thumb draws a higher response.

Below are some of the key points and moments from the conversation:

  • 0:44 – Emails are one of the most effective tools for marketing valued at $6B-$15B per year; permission marketing
  • 2:40 – Igor talks about personalized email marketing by different websites like Facebook and Quora
  • 3:24 – Purchasing habits reveal information about a customer
  • 5:50 – Personalization of emails are data-driven, produces relevant results, engaging, and offer a higher ROI
  • 8:24 – The design aspect of mass email communications is difficult due to the huge dissemination of devices
  • 14:30 – Automation providers are mostly selected via referrals


President at ExpressPigeon