- So, how important is email marketing right now?
- What, when, why, and how much?
- Frequency and timing
- Segmentation and personalization
- Subject line, message body, and sign-off
- Visual content in your email campaign
- Desktop and mobile optimization
As a marketer, you see guides, articles on new strategies, and do’s and don’ts every day. But many of them are based on nothing but the author’s subjective opinion.
So how do you separate facts from opinions? That’s right, numbers.
Numbers speak louder than words, which is why we at Snovio have collected the most useful and striking email marketing statistics of the last few years.
So, how important is email marketing right now?
Email is being questioned as a marketing channel every year. And yet the numbers show that it is stronger than ever.
- In 2017, an average of 225.3 billion emails have been sent and received per day. This figure is expected to keep growing by 5% yearly (Radicati).
- 89 % of marketers use email as the primary channel for generating leads (Mailigen)
- 86% of professionals give priority to email connection (Hubspot)
- 52% said that email is their main communication tool (Adobe)
What, when, why, and how much
So why is email marketing so popular? Because it has an incredible ROI, can be used for multiple purposes, and it converts!
- Email marketing is mostly used for: lead generation (85%), sales (84%), lead nurturing (78%), and customer retention (74%) (Content Marketing Institute)
- 21% of sent emails are opened within the first hour of delivery (GetResponse)
- Email marketing boasts a 4400% ROI ($44 for every $1 spent) (Campaign Monitor)
- Top 3 email marketing tactics are: list segmentation (51%), personalization (50%), and triggered emails (45%) (Ascend2)
- 59% of B2B marketers prefer email for lead generation (My Emma)
- Email is 40% better at converting people (in comparison to Facebook and Twitter) (The Annuta Group)
Frequency and timing
When it comes to converting, timing is everything. And data has a thing or two to say about the perfect email frequency and sending time.
- 61% of subscribers/customers would like to receive promotional emails every week, 38% – more frequently. (Marketing Sherpa)
- 28% of subscribers state they’d like to see promo offers twice or even thrice a week (Constant Contact)
- The best days for emails are Tuesday and Thursday (CoSchedule)
- 18% of emails are sent on Thursdays, 17% on Tuesdays, 16% on Wednesdays (MailChimp)
- The worst open and click-through rates are on weekends (OptinMoster)
- 11am is the best time for sending emails, 12am shows the highest CTR (Propeller CRM)
- Traffic peak is in autumn and winter (especially on Black Friday, Cyber Monday and December 23) (Yieldify)
- 50% of marketers claim that there is no perfect time for sending email campaigns as every person and business are unique (Databox)
If you’re still not using automation in 2018, do yourself a favor and try it in 2019. Why? Because it will save you time, money, and, once again, convert more.
- On average 51% of companies are currently using automation (Emailmonday)
- 47% of marketers are sure that automation is worth the price (VB Insight)
- 68.5% of responders believe that automation improved the targeting of messages (LianaTech)
- 30% believe that automation saves time, helps generate leads (22%), and increases revenue (17%) (GetResponse)
- Triggered emails result in 8 times more opens and greater earnings than typical bulk emails (Experian)
- Average open rate of triggered email campaigns is 46%, CTR – 11%, and click-to-open rate – 24%. (GetResponse)
- The average unsubscribe and spam rates of triggered emails are 0.58% and 0.06% respectively (GetResponse)
- The best tactics for automation are mapping the customer experience (53%) and use of personalized messages (51%) (Ascend2)
Segmentation and personalization
Nothing can improve your email campaign stats quite like personalization. Always segment your lists and personalize your emails – always make your client feel special.
- Email list segmentation and personalization were the most effective email strategies in 2017 (DMA)
- Segmented email campaigns show 50% higher CTR than untargeted campaigns (Help Scout)
- Segmented email campaigns open rates increased by 39%; revenue, deliverability and sales leads all increased by 24%, transactions – 18% (SuperOffice)
- During a SuperOffice email marketing experiment, a segmented email campaign earned a 94% open rate and a 38% CTR, versus 42% open rate and 4.5% CTR in a non-segmented email campaign (SuperOffice)
- 88% of users agree they are more likely to respond to an email favorably if it looks like it’s been specifically created for them (Dynamic Yield)
- 62% of emails are opened thanks to a personalized subject line (Campaign Monitor)
- By addressing the recipient by their name, you can increase open rates and CTR up to 35% (SuperOffice)
- 10% of respondents are annoyed by too little or no personalization (Adobe)
- According to the respondents, the most frustrating things about personalization are: recommending items that don’t match their interests (34%), expired offers (24%), name misspelling (15%), inappropriate season or location offer (14%), already purchased promotions (13%) (Adobe)
Subject line, message body, and sign-offs
Writing a perfect email, subject line to sign-off, is what will define whether the recipient converts. Use these statistics to find your perfect formula.
- In one study, emails without subject lines were so intriguing they yielded a 8% higher open rate (Omnicore)
- Welcome emails have 320% more revenue per email than other promo emails (Easy SMTP)
- Open rate by number of words in the subject line: 6-10 words (21%), 0-5 words (16%), 11-15 words (14%), 16-20 words (12%) (Business2Community)
- Emails with “fw:” in the subject line are 17% less likely to be opened (Business2Community)
- Emails containing personalization in the subject line are 22% more likely to be opened (Business2Community)
- Emails with active discount codes have an 8 times higher chance to make a sale than those without any discounts (Medium)
- 19% subscribers respond to the messages of 200-250 words, 17% to less than 50 words, 15% – to 150-500 words (reply.io)
- iPhone cuts off the subject lines over 32 characters (My Emma)
- 52% of managers add signatures into their emails (Marketing Land)
- Emails with signatures with a photo receive 32% more replies than emails without it (WiseStamp)
- 7 lines is the perfect size for an email signature (75% of senders include contact info, 60% add phone number, less attach Twitter (7%), Facebook (3%), or LinkedIn (2%) (EmailMonks, Marketing Land)
- 17% of adults are using a formal style for email communication, 33% prefer informal style, 49% say it depends (Huff Post)
- The most popular sign-offs are: Thanks (62%), name or initials (46%), Sincerely (44%), Love (28%), Regards (22%) (respondents were allowed to choose multiple answers) (Huff Post)
- “Thanks” is the least annoying sign-off (3%), however 21% dislike “Peace” (Huff Post)
- 40% of people asked would like the emails they receive to be more informative rather than promotional (Explore)
Visual content in your email campaign
Emails don’t have to be text only. Spice up your campaign by using additional visual content. After all, 45% of recipients say that they “like brands that do not take themselves too seriously” (Foresight Factory), so don’t be afraid to break out of the old standards.
- 68% of millennials use and like seeing emojis, GIFs and stickers in their emails; 37% of respondents over 65 agreed with this (inc.com)
- Women react to emojis more positively than men (Braze)
- 76% of those surveyed have at least once added emojis in their business emails (inc.com)
- Using appropriate emojis in holiday campaigns can reduce Complaint rate to 0% (ReturnPath)
- An initial email with a video receives a CTR increase of 96% (WordStream)
- 81% of marketers use video as a marketing tool (wuzowl)
- 78% of marketers using video say that it increases ROI (wuzowl)
- Attaching a video in an email can lead to a 200-300% increase in CTR (Forrester)
- Using the word “video” increases open rates by 19%, CTR by 65%, cuts the number of unsubscribes by 26% (SyndaCast)
- 90% of users say that videos help them make a purchase decision (HubSpot)
- Two-thirds of surveyed people claim that they prefer emails consisting mostly of images (HubSpot)
- Emails that include some sort of graphics have a higher open rate (27%) and CTR (4.5%) than that of text-based emails (20% and 3%) (GetResponse)
- 74% of users delete the message if it doesn’t open within 5 seconds (which is most likely to happen because of large pictures) (Kinsta)
- Research shows that it’s best to keep the text and images ratio in emails at 80:20 (Pinpointe)
- 43% of recipients read the emails without turning the images on (Litmus)
Desktop and mobile optimization
Many marketers still underestimate the importance of mobile optimization. These stats confirm that mobile optimization is vital to the success of your email marketing campaign.
- 81% check their email on smartphones, 74% on desktop/laptop, 21% on tablet, 2% on smartwatch (Adobe)
- Nearly 1 of 5 email campaigns wasn’t optimized for mobile devices (Super Office)
- 50% of the messages that don’t display correctly on a smartphone screen are deleted, 25% of such emails are saved until they can be read on a desktop (reply.io)
- In 70% of cases, if the message doesn’t display correctly, it’s likely to be deleted within 3 seconds (Adestra)
- 52% of B2C brands’ emails and websites aren’t both mobile-friendly (Litmus)
- 57% users say they won’t recommend a poorly designed mobile site (socPub)
- In June 2018, 46% of emails were opened on smartphones, while desktop was used only by 18% (Litmus)
- 88% of smartphone users regularly check emails on their mobile devices (Pew Research Center)
- A mobile offer is 10 times more likely to be used than the same one in print form (Omnicore)
Was this data exciting? Hope so.
Were the numbers useful? Definitely.
Will they be helpful in 2019? Absolutely.
Save the article to your Bookmarks to have it at hand in 2019!
Related: Best Email Marketing Books (Part I)