With the number of active email accounts globally account for half of the world’s population, there’s no wonder email marketing is one of the most widely used and effective forms of reaching a customers.
The email marketing statistics in this article cover broad topics like engagement and demographics, as well as software and tools.
Below is a sample of key email marketing statistics, read on for a detailed exploration of the current trends in email marketing.
Email Marketing Statistics – Top Trends Of 2024
Key Email Marketing Statistics
- By the end of 2019, active email accounts globally are projected to reach 5.6 billion.
- Almost 50% of business globally are using some form of email automation to market their goods and services.
- Email marketing is said to be 40 times more effective at acquiring new customers than Twitter or Facebook.
- Businesses believe in the power of email marketing, with 80% of businesses trusting that email marketing increases customer retention for their goods and services.
- Campaign Monitor reports that for each dollar spent on email marketing, $44 is the amount made in return.
- The four most important metrics to explore for advertisers are CTR, Conversion rate, Open rate and ROI (return on investment).
- When a company sends 2 emails per month, the open rate of customers clicking through to the email is the highest.
- Email marketing assists consumers to make their purchasing decisions, with 59% of respondents from a ‘SaleCycle’ study confirming that email marketing was valuable.
- In 2019, it’s estimated that the U.S will spend more than $350 million on email advertising by the end of 2019.
- DMA Insights shares that 99% of online consumers will check their email every day.
- 28% of consumers have reported that they would prefer to receive promotional emails more than once a week.
Email Marketing Statistics for Customer Acquisition
Targeting consumers through email is one of the most effective ways to spread your message and acquire new customers. The below email marketing statistics for customer acquisition reveal the potential that email campaigns have for marketers to create new leads, hold onto existing customers, and ultimately sell goods and services.
- As a result of a targeted email, 81% of online shoppers who received emails tailored to their data, which reflects their shopping habits are more likely to make a purchase from the email marketing.
- Email marketing drives more conversions than any other marketing channel, including search engines and social media.
- Including a call to action function in a marketing email, instead of a link in the text has been known to increase conversion rates by 28%.
- 72% of people reported by MarketingSherpa are said to prefer promotional email content, rather than promotional social media content, where the rate of social media marketing preference was just 17%.
- Sending four emails in the time span of one month, rather than just one, significantly increases the conversion of customers opening more than just one email.
- 67% of email marketers intend on using data as a way to personalise email content in order to hook engagement from consumers.
- One of the most effective personalisation technique is to use dynamic content in emails – videos, imagery, click-throughs, call to action, graphic templates, and more.
- 65% of marketers rated this dynamic content listed above as the most effective way for them to personalise their content.
- From a report by Adobe, 61% of consumers said that they preferred to be contacted by different brands through email.
- 57% of email subscribers for different industries spend 10-60 minutes browsing marketing emails and their links each week.
- With 90% of emails getting delivered to the inbox (rather than junk), this is far more exposure than Facebook posts with only 2% of fans/friends being displayed the post.
B2B Email Marketing Statistics
B2B email marketing stands for the business-to-business concept, which is about connecting businesses together in strategies like exchanging products, services, information and exposure sharing. The alternative is the B2C marketing technique, which is business-to-consumer.
Below are some email marketing statistics, which reveal the current trends in B2B email marketing, as well as how they compare with B2C email marketing.
- 85% of professionals in business report that they prefer to use email when communicating with business intentions.
- For B2B email campaigns, the conversions are 47% higher than those from B2C email campaigns.
- For revenue generation, 59% of marketers using B2B say that email is the most effective channel for successful results.
- More than half (56%) of brands who use emoji symbols in their email subject line had a higher open rate than when they did not and used text only.
- 85% of business professionals surveyed reported that they prefer to receive text over video content when they make business decisions, making email marketing a more valuable choice.
- B2B email marketers who use automation marketing tactics have reported having seen conversion rates of up to 50%.
- In a sales cycle of B2B email marketings, it takes longer than a B2C cycle as there is much more involved in the funnel of decision making and approvals. It’s considered more of a ‘long-game’ of advertising to generate leads through B2B, though could also lead to more prospects through gaining a larger customer base from another business.
- The tone of a B2B marketing email is more professional and objective, rather than B2C campaigns that use more simple language and personal phrasing. Email marketers geared towards B2B need to take into account the preference for more technical, industry-specific language when creating a B2B campaign.
ROI Email Marketing Statistics
The term ROI refers to the Return on Investment that is made through advertising. This is a performance measure, which evaluates the efficiency of an investment, leading to managing and directing future marketing techniques and campaigns with data from those that have been running.
The following email marketing statistics display trends and facts based on how business use and benefit from knowing their ROI.
- According to one online source, email marketing had an ROI of 3800%. The relatively cost-free/cost-effective way that email marketing works is why this number is so big. Compare this to advertising, which is often pay-per-click, that can get expensive fast.
- The Direct Marketing Association states that for every dollar spent on email marketing, usually there is an ROI of an average of $38.
- 60% of marketers will look to the rate of conversions on their emails to note the effectiveness of the email campaign.
- In the space of one year, companies reported a 3X higher ROI for their email marketing campaigns, with 2014 reporting to be $76, compared with 2013’s figure.
- 77% of ROI in email comes from targeted, segmented and triggered campaigns from automation.
- The average order value of an email campaign is more than 3X higher than any of social media’s marketing channels.
- Email is the leading channel, as stated by Campaign Monitor, when it comes to generating ROI.
- The term MROI has often been used to explain the marketing return of investment since ROI can be used as a term to explain many types of business metrics that aren’t in the marketing world.
The following benefits can be experienced, and subsequent action is taken, when using ROI as a marketing tool for measuring results:
- To justify the marketing spend, or to adjust the spend in certain ways.
- Deciding on campaign audiences and budgets for future marketing, noticing which areas are getting higher ROI through engagement and tailoring marketing tactics to them.
- Comparing the efficiency of marketing tactics with competitors. Sometimes the ROI of other companies can be accessed with the financial statements published from competitors and estimations made from the data.
- Keeps the company and the marketing efforts working from a professional and object way, rather than decisions being made by personal, subjective or emotional reasons, which can not offer the data needed to make future decisions.
Mobile Email Marketing Statistics
As our technology moves from heavily used desktop devices to the ease of connection in mobile devices, email marketing geared towards mobile users is extremely effective in how they target these kinds of consumers.
It’s important to take into account how people use their mobile devices to get the most out of marketing for an email with these technologies being that which receive the messages. Read more on the latest statistics for mobile email marketing.
- Around 50% of all emails that are opened are done so on a mobile device.
- 23% of people who open an email on a mobile device will open the email again later, possible on the same device, though often on another mode of technology.
- Following on from above, 40% of adults begin their activity online on one device, and will later continue the activity on another device.
- Mobile readers who re-open an email they read on mobile on their desktop device are 65% more likely to click through.
- Of the 900 million users of Gmail, 75% of these users access their Gmail accounts over a mobile device regularly.
- Even for professional purposes, 35% of business professionals check their email on a mobile device.
- Depending on the audience, product and industry, the rate of email open on a mobile device can rise to as much as 77% rate of opening.
- One of every three clicks that happen within an email will occur on a mobile device, Campaign Monitor reports.
- 72% of 18-24 year old internet users use their mobile device to check their emails.
- The iPhone is the leader in mobile usage with opens and interactions in email mostly happening on their Apple iPhone device.
- Women are more likely to convert from an email on a tablet device, while men are more likely to convert on a phone.
- With the number of smartphone owners growing at a 20% rate per year, this reveals that the outlook for email mobile usage will continue to grow.
Email Marketing Tools and Automation Statistics
Certain practices can enhance the success of email marketing campaigns, and the below statistics reflect certain trends that can be valuable to note.
The following current email marketing statistics display how personalisation, design, and automation have been used, and the types of engagement that comes from these, and other, tools.
- Automated emails average over 70% higher open rates and an astounding 152% higher click-through rates than marketing messages where there is no driving intention or funnel.
- Over 75% of revenue generated by email is by triggered campaigns, rather than a one-size-fits-all approach in campaigning.
- Automated email campaigns sent by companies are 133% more likely to send relevant messages that correspond with purchasing patterns/cycle of a customer, due to the use of data and relevant content that was received earlier in the customer acquisition process.
- Transactional emails have up to 8X more higher opening rate and clicks than any other type of email. They can also generate close to 6X more revenue than other email tactics.
- 53% of marketers report that consistent personalised communication with customers already existing on their records results in a high revenue impact.
- The likelihood of companies purchasing marketing software continues to rise year by year, with more than 50% already using some kind of email marketing provider for sharing their content in automation.
- Birthday emails can generate close to 350% higher revenue per email than any other promotional email type.
- Using video in emails can lead to a 200-300% higher click-through rate.
- Given all of these statistics pointing to the fact that personalisation and automation are beneficial for success in engagement, only 39% of online retailers actually send personal product recommendations via email.
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References
- https://www.campaignmonitor.com/blog/email-marketing/2019/07/7-stats-that-will-make-you-rethink-mobile-email/
- https://www.wordstream.com/blog/ws/2017/06/29/email-marketing-statistics
- https://www.campaignmonitor.com/blog/email-marketing/2018/12/70-email-marketing-stats-you-need-to-know/
- https://au.pcmag.com/cloud-services-1/3735/the-best-email-marketing-software
- https://www.liveclicker.com/2019/05/21/email-marketing-stats-2019/
- https://www.salesforce.com/blog/2019/02/email-marketing-trends.html
- https://fulcrumtech.net/resources/difference-between-b2b-b2c/
- https://hbr.org/2017/07/a-refresher-on-marketing-roi