In the last couple of weeks, Kenya has faced a slumped economy. During an economic slowdown, SMEs face the greatest challenge. Without the cash-flow muscle to wait it out, they can’t survive a long wait-and-see limbo. No news there!

In such times, great ideas keep flowing; especially of how to expand your business, and strive, if not just survive. One go-to means to expand is email marketing – sending news & ad e-shots to your clients and prospects via email. But do they work? Here are some interesting stats for you to consider:

  1. There were 25mn people (or about 52% of population) with access to the internet in Kenya. Of these, about 130,000 are cable & WiMax connections – SMEs and homes mainly.  (source: CAK Q3 2016/17 report)
  2. Emails are opened 40% on mobile devices.
  3. The open-rate (percentage of people who open emails within a 72-hr window) for emails sent globally is 21.71% with only 2.6% clicking thru the links. That means for every 100 emails you send, if 3 or more people click to your website, or 22 people open your emails, your campaigns are doing better than the average. (source: – Jun 2017).
    Worthy to note, this compares to the global sales average of 25% of leads converting to legitimate requests; and that only 3% of your target market is buying, at any one time.
  4. Over 80% of the sales happen after the fifth follo-up (calls or emails), yet only about 56% of sales execs go beyond the FIRST call. In 35-50% scenarios, the deal went to the vendor who responded FIRST. (source: HubSpot).
  5. We could go on and on, but, then again, only 5% of people pay attention to the statistics.

What’s the bottomline?

Sales and marketing operations should be ongoing tasks, never stopping. Automating some aspects, like quick responses to emails and phone calls, regular email marketing / news / follow-up e-shots, will go a long way to build better sales over time.