Happy 2018! As we move into the new year, it is time to think of new methods and strategies to plan your upcoming email marketing campaigns. Email has been a boon and will continue to be ubiquitous in the years to come.

Email trends like interactivity, gamification, use of dynamic data, typography, hyper-personalization, smart segmentation, etc. are some of the most prominent ones to look forward to in 2018.

Before you sprint towards formulating your marketing strategy for 2018, have a look at a list of email marketing stats and facts handpicked and compiled by EmailMonks. Keep these stats in mind and use them as a guide to plan your email marketing campaigns in the right direction.

  • In 2017, global e-mail users amounted to 3.7 billion users. This figure is set to grow to 4.1 billion users in 2021. (Statista)

1. Email users_stats

  • In 2017, the total number of business and consumer emails sent and received per day reached 269 billion and is expected to continue to grow at an average annual rate of 4.4% over the next four years, reaching 319.6 billion by the end of 2021. (Radicati Group)
  • Email marketing spending in the United States would grow from 2.07 billion U.S. dollars in 2014 to 3.07 billion U.S. dollars in 2019. (Statista)
  • Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search. (DMA and Demand Metric)
  • 86% of professionals prefer to use email when communicating for business purposes. (Hubspot)
  • 89% marketers said that email was their primary channel for lead generation. (Mailigen)

6. Email channel_mailgen

  • The most important goal of 54% (majority) of email marketing influencers is to increase the engagement rate of email marketing. (Ascend2)
  • 78% of consumers unsubscribe from emails because brands were sending too many emails. (Hubspot)
  • Tuesday is the best day of the week to send emails. If you send two emails a week, send the second email on Thursday. (Coshedule Research)
  • The best times to send an email are 10 a.m. and from 8 p.m. to midnight. (Coshedule Research)
  • By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion. (Radicati)
  • Emails not optimized for mobile devices get deleted by a majority (80.3%) of users. 3 out of 10 users unsubscribe from the list if the emails are not mobile optimized. (Bluehornet)
  • Mobile email will account for 20 to 75% of email opens, depending on your target audience, product, and email type. (eMailmonday)

13. Mobile email_emailmonday

  • Out of 1.52 billion email opens, the email clients that witnessed the most opens in 2017 are Apple iPhone, followed by Gmail and Apple iPad. (Litmus Email Client Market Share)
  • Email list segmentation and personalized emailing were the most effective email strategies of 2017. (DMA)

15. List segmentation_DMA

  • Marketers have witnessed an increase of 760% in email revenue from segmented campaigns. (Campaign Monitor)
  • Segmented email campaigns get 14.31% more opens and 100.95% more clicks than non-segmented campaigns. (Mailchimp)

16. Segmented campaigns_MailChimp

  • 51% of marketers consider email list segmentation to be the most effective personalization tactic for effective email marketing. (Ascend2)
  • Transactional or triggered emails have 8x more opens and substantially greater revenue than regular bulk emails. (Experian)

19. Triggered emails_Experian

  • The most effective triggered email types for e-commerce brands are cart-abandonment emails and welcome emails. (MarketingProfs)
  • Welcome emails have on average 4 times the open rate and 5 times the click-through rate of a standard email marketing campaign. (InboxArmy)
  • While people prefer to receive HTML and image-based emails, plain-text emails received higher open rates than HTML emails. The increased amount of HTML lowered open rates by 23%. (Hubspot)
  • In 2017, the average results for email campaigns across industries were:
    • Open rate: 24.79%
    • Average click-through rate: 4.19%
    • Click-to-open rate: 11.88%


23. Results_SmartInsights

  • 72% of customers open an email due to the discount it offers and 62% customers open due to the personalized subject line. (Campaign Monitor)
  • Subject lines containing emojis have a higher read rate than comparable text-only subject lines. (Business Wire)

25. Subject Lines_BusinessWire

  • 47% of email recipients open email based on the subject line (Invesp)
  • 68% of email recipients report email as spam based solely on the subject line. (Invesp)
  • Subject lines including words like “urgent”, “important”, “alert”, etc. are proven to increase open rates. (Mailchimp)
  • Interactive email content increases the click-to-open rate by 73% and adding videos to your email content can boost click rates up to 300%. (Martech Advisor)

30. Interactive email_Martech

  • Social sharing buttons in email increase click-through rates by 158%. (Sarv.com)

Wrap Up:

Keeping these stats in mind, brainstorm to figure out what would work well for your business. Start now to plan a winning email marketing strategy for 2018.