106 Email Marketing Statistics You Should Know In 2020

Outline:

Many of the marketing guides and articles you see every day 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, and email marketing stats speak even louder. That’s why we at Snov.io have collected the most useful and striking email marketing statistics you should know about in 2020.

Is email marketing overrated?

Email is being questioned as a marketing channel every year. And yet the numbers show that it is stronger than ever.

Email marketing statistics
Source: Adobe

Importance of email marketing in 2020

So why is email marketing so popular? Because it has an incredible ROI, can be used for multiple purposes, and it converts! The stats below prove it:

Email marketing statistics
Source: Content Marketing Institute

Email frequency and timing

When it comes to converting, one needs to know the best time to send email. And email marketing statistics have a thing or two to say about the perfect email frequency and sending time.

Email marketing stats
Source: CoSchedule

Email sending automation

If you didn’t use email marketing automation in 2019, do yourself a favor and listen to these email marketing statistics in 2020. Why? Because it will save you time, money, and, once again, convert more.

Email marketing stats
Source: GetResponse

Segmentation and personalization

Nothing can improve your emailing 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.
  • Segmented email campaigns show 50% higher CTR than untargeted campaigns.
  • The top 3 reasons for using personalization in email marketing are improved open rate (82%), higher CTR (75%), and better customer satisfaction (58%).
benefits of email personalization
Source: SalesCycle
  • Top 3 email marketing tactics are: list segmentation (51%), personalization (50%), and triggered emails (45%).
  • 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.
  • Marketers who send segmented campaigns notice a 760% increase in revenue.
  • 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.
  • 62% of emails are opened thanks to a personalized subject line.
  • By addressing the recipient by their name, you can increase open rates and CTR up to 35%.
  • 10% of respondents are annoyed by too little or no personalization.
  • 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%).
  • Only 4% of marketers use highly-personalized targeting, 13% use segmentation for different audiences, 31% claim that they use basic segmentation (2-5 criteria), and 53% do not target at all.
  • 58% of revenue is generated thanks to segmented and personalized emails.
  • 62% of marketers say that personalization is the most effective technique.
  • Segmented email campaigns open rates increased by 39%; revenue, deliverability, and sales leads all increased by 24%, transactions – 18%.
Email marketing statistics
Source: SuperOffice

Subject line, email body, and sign-offs

Writing a perfect email, subject line, and sign-off is what will define whether the recipient converts. Use these critical email statistics to find your perfect formula.

  • 47% of people open the emails based on the subject line and 69% of customers can report emails as spam based on the subject line only.
  • In one study, emails without subject lines were so intriguing they yielded an 8% higher open rate.
  • Welcome emails bring 320% more revenue per email than other promo emails.
  • Open rate by the number of words in the subject line:
    – 6-10 words (21%),
    – 0-5 words (16%)
    – 11-15 words (14%)
    – 16-20 words (12%)
  • Emails with “fw:” in the subject line are 17% less likely to be opened.
  • Emails containing personalization in the subject line are 22% more likely to be opened.
  • The email subject line most often contains:
    – the customer’s name (46.21%)
    – the product name/details (44.01%)
    – the company name (42.88%).
    At the same time, these three variables in the email subject line show the highest conversion rate (3.71%, 3.18%, and 3.58% respectively).
  • Emails with active discount codes have an 8 times higher chance to make a sale than those without any discounts.
  • An average marketing email consists of 434.48 words and it takes 3.3 minutes to read.
  • Most (19% of subscribers) respond to the messages of 200-250 words, 17% to those under 50 words, 15% to 150-200 words long email.
  • iPhone cuts off the subject lines over 32 characters.
  • 52% of managers add signatures into their emails.
  • Emails with signatures with a photo receive 32% more replies than emails without it.
  • 7 lines is the perfect size for an email signature (75% of senders include contact info, 60% add a phone number, less attach Twitter (7%), Facebook (3%), or LinkedIn (2%).
  • 17% of adults are using a formal style for email communication, 33% prefer informal style, 49% say it depends
  • 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.
  • “Thanks” is the least annoying sign-off (only 3% dislike it), while 21% dislike “Peace”.
  • 40% of people asked would like the emails they receive to be more informative than promotional.
Email marketing statistics
Source: Explore

Visual content in email campaigns

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, so don’t be afraid to break out of the old standards. Check out these email marketing statistics and consider using emojis, videos, and pics in your next email campaign.

Emojis

Emojis in email is one of the most dividing things among email marketers. Some say that emails with emojis are more effective, while others claim that email statistics prove the opposite. However, it’s not all that simple.

  • 68% of millennials use and like seeing emojis, GIFs and stickers in their emails; only 37% of respondents over 65 agreed with this.
  • Emails with an emoji in the subject line show56% higher open rate.
  • Women react to emojis more positively than men.
  • 76% of those surveyed have at least once added emojis in their business emails.
  • Using appropriate emojis in holiday campaigns can reduce the complaint rate to 0%.

    Email marketing stats
    Source: Braze

Videos

What happens when you embed video in an email? This collection of email marketing statistics will show you exactly what and prove that videos can be just the move for your next email marketing campaign.

  • An initial email with a video receives a CTR increase of 96%.
  • 81% of marketers use video as a marketing tool.
  • 78% of marketers using video say that it increases ROI.
  • Attaching a video in an email can lead to a 200-300% increase in CTR.
  • Using the word “video” increases open rates by 19%, CTR by 65%, and cuts the number of unsubscribes by 26%.
  • 54% of email subscribers prefer emails with videos.
  • People mostly watch videos on a desktop (84%) while only 14% watch it on mobile devices.
  • 90% of users say that videos help them make a purchase decision.
Email marketing stats
Source: HubSpot

Pics

Email content matters. But the email’s appearance can sometimes matter even more. The email marketing stats below show that pictures are as relevant for email marketing in 2020 as before.

Email marketing stats
Source: Pinpointe

Desktop and mobile optimization

Many marketers still underestimate the importance of mobile optimization. These email marketing 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 a smartwatch.
  • 88% of smartphones users check their Inbox on their phones.
  • Nearly 1 in 5 email campaigns wasn’t optimized for mobile devices.
  • 42.3% of email recipients delete messages if they are not optimized for mobiles, 32.2% read the email later on desktop.
  • In 70% of cases, if the message doesn’t display correctly, it’s likely to be deleted within 3 seconds.
  • 52% of B2C brands’ emails and websites aren’t both mobile-friendly.
  • 57% of users say they won’t recommend a poorly designed mobile site.
  • In June 2018, 46% of emails were opened on smartphones, while desktop was used only by 18%.
  • 88% of smartphone users regularly check emails on their mobile devices.
  • of professionals use their mobile devices to check their emails.
  • The two most popular email clients are Apple iPhone and Gmail (34% and 26% of opens respectively).
  • 75% of Gmail users are using their mobile devices to access their email.
  • A mobile offer is 10 times more likely to be used than the same one in print form.
Email marketing statistics
Source: Adobe

Were our email marketing stats fascinating? Hope so.
Were the numbers useful? Definitely.
Will they be helpful in 2020? Absolutely.
Save the article to your bookmarks to have it at hand in 2020!

Good luck.

11 Comments

  1. Wonderful post! Thank you for sharing such valuable data about email marketing. I’ve got lots of new information. In particular, I didn’t know that videos in emails are so profitable.

  2. “An initial email with a video receives a CTR increase of 96%” wow, legit did not expect that number to be this high.

  3. Wow, a lot of great and interesting stats.

    I’m planning on increasing video marketing and production this year. It’s time consuming but worth it.

  4. Great information for a new online entrepreneur. The e-mail marketing is a very crucial part of any online business and your post has validated it with the right examples and numbers.

    Thanks for sharing

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