21 Email Statistics That Will Make You Rethink Email Marketing

It’s no secret that email is still the most effective marketing channel when it comes to ROI… but not all emails are created equal.

Top performing marketing departments are seeing 2.5 times the ROI of the average.

So what’s the difference between mediocre and mind-blowing results?

The short answer is that the top marketers stay ahead of the curve by looking at subscriber studies.

So don’t give up on email before you’ve had a long, hard look at the following email marketing statistics.

#1. According to a recent a VB Insight study, email has an average ROI of $38 for each $1 spent.

#2. Another study from DMA shows that 77% of ROI comes from segmented, targeted and triggered campaigns.

#3. People who buy products marketed through email, spend 138% more than people that do not receive email offers.

#4. Triggered emails drive 624% higher conversion responses for the same number of sends as compared to batch and blast emails, according to Blueshift’s 2016 Benchmark Report.

Now, I’m sure you’ve heard that every email you send should be mobile-optimized, and many would argue that you should design for mobile first, because…

#5. 56% of email is now opened on a mobile device. This means that more email is read on mobile devices than on desktop email clients.

This study from Litmus reveals that more email is read on mobile devices than on desktop computers. Desktops represent 17% of all email openings and 27% of webmail!

#6. The biggest bugbear people have with email, according to The Relevancy Group, is inbox overload (44%), and websites and landing pages not being properly mobile optimized (26%).

#7. B2C emails get 57.4% more opens on mobile devices than B2B email.

#8. As of November 2016, more than 53% of emails were opened using Apple email apps.

#9. In 2016, 78% of marketers experienced challenges with list growth and fatigue, while the same percentage experienced problems with maintaining content relevancy.

#10. Unique click-through rates have dropped every year since 2010 to an all-time low of 2% in 2015, according to Database Marketing Institute.

#11. Less than 20% of consumers are likely to share email marketing messages via their social networks.

Some of the above statistics may sound scary, but if you focus on creating enticing content for your ideal customer, your email marketing success will come naturally.

A personalized email is much more likely to get you results in the inbox. Without personalization (and segmentation), you might as well be attempting to sell meat to a vegan.

#12. This list from Brightwave reveals that 78% of consumers say that most brands don’t understand them as individuals.

#13. Clothing retailer JustFab saw a 103% increase in revenue thanks to personalizing their email marketing messaging.

#14. Personalized email messages improve click throughs on a call-to-action by an average of 14%, and conversions by 10%.

#15. 41% of businesses mine their data from the performance of their email marketing campaigns, according to Salesforce. Research data (39%) and transaction data (37%) were the next two most common sources.

#16. The top three KPIs measured by email marketers are click-through rates (70%), conversion rates (60%), and open rates (56%).

#17. 50% of email recipients marked a brand’s email as spam because they couldn’t easily figure out how to unsubscribe.

#18. 69% of email recipients report emails as ‘Spam’ based solely on the subject line – and 21% of email recipients report email as spam, even when they know it isn’t! According to Convince and Convert, 43% of email recipients click the spam button based on the email’s “from” name or email address of the sender.

Email is the preferred manner of communication among the millennial set, so communicate accordingly.

#19. Millennials love email, with 73 percent preferring to contact brands by email because it’s a ‘part of everyday life’.

#20. 44% of Millennials reach for their smartphones to check messages right after turning off the alarm clock in the morning.

#21. 85% of your customers might sign up to get discounts – but the next largest segment (41%) is looking for information and product updates.

Wrap up

Need to refresh your email marketing strategy? Want to blow your results out of the water?

Learn from these latest email marketing statistics to keep your business ahead of the curve.