Open rates, CTRs, unsubscribes, deliverability, bounce rates, and a whole lot more — optimizing for every single metric in your email marketing campaigns is costly, time-consuming, and maybe just downright daunting. But your efforts are critical to your business’s bottom line. To help you out, we’ve compiled 45+ of the most important email marketing stats to help drive your marketing decisions and boost your ROI.
If you really want to save money when it comes to your email marketing, make sure you read our list of the best free email marketing tools first.
Open Rates, Click Through Rates, and Deliverability
1. Email Open Rates Up, but Click Rates Down
From 2010 to 2016 in North America, email open rates increased by about 55%, while click rates declined by about 43%. This suggests that while email marketers have improved at writing compelling subject lines, consumers are not finding enough value to convert — and marketers need to do more today to reverse this trend and keep pace. (Also, keep in mind that it can also be linked to security concerns – people tend to be distrusting when it comes to links.)
2. Retail Email Click-Through Rates Need Improvement
In 2018, the global email open rate in the retail sector was 24.99% — but the average click-through rate was just 4.19%. This shows that less than one out of twenty customers who opened a retailer’s email found the offer engaging and relevant enough to convert. Indeed, there’s much room for improvement in how retail companies craft their email messages.
3. Consumers Love E-coupon Emails
Nearly 15% of Daily Deal/E-coupon emails are opened, with an unsubscribe rate of just 0.10%. E-commerce merchants, take note — don’t be afraid to deliver value to subscribers’ inboxes on a daily basis.
4. Email Newsletter Open Rates
Close to 23% of newsletter emails are opened, suggesting that this tactic remains an excellent way to force your way in front of your subscribers even when they aren’t seeking you out.
5. Email CTR vs Social Media CTR
Email CTR can be as much as 100x higher than CTR on Twitter or Facebook, demonstrating that as much as people love social networks, there is nowhere better to get their attention than in their own inbox.
6. Your Email Reputation Affects Your Deliverability
Improving your business’s reputation on Gmail can increase deliverability rates on the platform by up to 97% — an important indication that marketers should never be complacent with how platforms view them.
Segmentation
7. SMBs Need to Do Better With Email Data Analytics
An astounding 49% of SMBs said they don’t know where to begin using data in their email marketing. That means one in two SMBs aren’t taking full advantage of the analytics and segmentation capabilities offered by modern email service providers.
8. Segment Email Subscribers by Subscribe Date
Proving that even basic segmentation can have a huge impact, emails sent to a list segmented by subscribe-date are opened 29.56% more frequently.
9. Email Segmentation Boosts Open Rates
Properly segmenting your subscriber list can increase your open rates by as much as 39% — showing that while content may be king, distribution remains an important part of your strategy.
10. Lead Nurturing Email Open Rates
The click-through rate on lead-nurturing emails (8%) is more than double the rate for general emails (3%), underscoring the importance of not only segmenting your subscribers, but also reliving targeted content.
11. Email Subscriber Lists Impact Click Rates
Emails sent to segmented subscriber lists can increase click rates by as much as 59.99%, demonstrating just how important it is to deliver the right message to the right person at the right time.
12. Don’t Be Afraid to Ask a Lot of Questions on Your Email Subscriber Forms
Just by asking for a person’s name, email address, and birthday, you can increase conversion rates by as much as 10%, showing that driving conversions begins with pinpointing your audience as much as possible.
13. Automated Emails Perform Better Than Newsletters
The emails sent while running an automated email campaign to a targeted, segmented audience have 455% higher click rates than newsletter emails, demonstrating how effective the combination of automation and segmentation is when used correctly.
Consumer Email Preferences
14. Email Is Consumers’ Preferred Communication Method
Half of consumers prefer to communicate with brands via email, more than double the next more preferred method (direct mail, 20%). Just 7% prefer social media — proving that despite the hype, email remains the most important channel for customer-facing businesses.
15. Email Is More Popular Than Slack
Despite all the hype surrounding intra-office social networks, 72% of people said email remains their most frequently used channel to communicate with colleagues.
16. Email Frequency Matters
Across all industries, marketers send an average of five emails per month to consumers, meaning you should be sending at least one email per week.
17. Despite the Competition, the ROI of Email Remains Strong
In 2018, the ROI of every dollar spent on email marketing is $32, making it a channel that customers respond to and one of the most lucrative channels overall for businesses.
18. Email Is an Excellent Acquisition Channel
Email is the #1 customer acquisition channel for 81% of SMBs, and is also used by 80% as their primary retention channel, demonstrating email’s versatility.
19. Consumers Love Transactional Emails
Consumers open transactional emails (e.g., subscriber welcomes and order confirmations) eight times more frequently than they open regular marketing emails, making transactional emails crucial for getting in front of your audience as often as possible.
20. Promotional Messages Via Email Are Better Received Than Those Via Social Media
Seventy-seven percent of consumers prefer to receive promotional messages via email, versus 4% via Facebook and just 1% via Twitter. This shows email’s dominance as a sales channel.
21. Consumers Love Promotions Via Email
Forty-four percent of consumers stated they actively search for promotional emails in their inboxes, making email one of the few places where people are looking for brands to contact them with marketing messages.
22. In the Era of Multi-Channel, Email Is Still Effective
Email marketing was rated the most effective marketing channel by 64% of companies, demonstrating that companies increasingly see it as more important than other channels like social media.
23. Email Helps You Acquire Customers
Email is 40x better at acquiring new customers than Facebook or Twitter, showing that it’s not just a bottom-funnel channel.
24. Order Values Are Higher Via Email
The average order value of a customer through email is 17% higher than through social media, meaning that marketers shouldn’t be afraid to send emails that ask for conversions.
25. American Consumers Interact With Brands on Email
U.S. consumers will interact with 11 brands through email every day — showing that even though the inbox is a crowded place, there’s a lot of wealth to spread around.
Subject Lines
26. There IS a “Most Annoying” Email Subject Line
For one out of every four people, the most annoying subject line that arrives in their inbox is “Not sure if you saw my last email” — strong evidence that people want emails to have simple, direct messaging.
27. Use Personalized Subject Lines in Your Emails
Emails with personalized subject lines are opened 26% more frequently than those without personalized subject lines, reinforcing the notion that email’s intimacy is a huge factor in its success as a communication channel.
28. Email Subject Lines Need the Important Keywords First
Placing important keywords at the start of a subject line can increase open rates by as much as 20%, showing the importance of writing copy that immediately demonstrates value to the reader.
29. Wit and Humor Make For Better Email Subject Lines
Adding wit, humor, puns, or anything else that makes a subscriber smile to subject lines can increase open rates by as much as 40%, showing just how valuable it can be for your email to stand out from all the other generic marketing messages.
30. Email Subject Lines Should Be Short
Writing a subject line of 21 characters or fewer can increase open rates by 31% above the average, showing why marketers need to keep their subject lines as short as possible. Unfortunately, only 5% of emails sent are this short.
To read more email statistics and view the full article, click HERE.
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