Author: Petya Grozdarska

Top Stats To Consider In 2017: Email Marketing

Posted by in Email Marketing

With everyone from Wired to The Telegraph loudly proclaiming that “e-mail is dead”, it’s easy to fall into the trap of believing it’s too late to start an email marketing campaign. While more teens and young adults (a.k.a. Generations Z and Y) may use Snapchat and Instagram to communicate with their peers, email marketing still works. According to a study from the Direct Marketing Association, 66% of all consumers have made an online purchase as a result of a marketing e-mail. The way we use e-mail may be changing, but e-mail marketing is far from drawing its last breath and it’s still an essential part of inbound marketing that can work for you.

Another proof that e-mail marketing is not dead is an article by McKinsey, “Why marketers should keep sending you e-mails“. According to them, e-mail remains a significantly more effective way to acquire customers than social media – nearly 40 times that of Facebook and Twitter combined.

Also, did you know that there are over 6.32 billion email accounts? This number is predicted to reach 7.71 billion by 2021, says Radicati Group (2017). When you think about it, that’s a growth of more than 22%.

Another interesting fact is that we send around 74 trillion emails every year. According to the Communicator Email Benchmark Report 2016, this rate keeps going up, with 28% more email sent in 2016 than in 2015. So like you can see from all those numbers, email is here to stay.

Without further ado, here’s a list of some of the most important insights regarding e-mail marketing we came across. Ponder upon them for a while and make them work in your favor!

Email marketing stats 2017

Email Automation

  • 82% of B2B and B2C companies use email marketing technology. (Ascend2)
  • 95% of companies using marketing automation are taking advantage of email marketing. (Regalix)
  • B2C marketers who leverage automation have seen conversion rates as high as 50%. (eMarketer)
  • Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue. (DMA)
  • Companies who send automated emails are 133% more likely to send relevant messages that correspond to a customer’s purchase cycle. (Lenskold and Pedowitz Groups)

Email Personalization

  • Personalized emails deliver 6 times higher transaction rates, but 70% of brands fail to use them. (Experian)
  • Only 39% of online retailers send personalized product recommendations via email. (Certona)
  • Emails with personalized subject lines are 26% more likely to be opened. (Experian)
  • Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. (Aberdeen)
  • Segmented and targeted emails generate 58% of all revenue. (DMA)

Email on Mobile

  • About 53% of emails are opened on mobile devices. (Campaign Monitor)
  • One out of every three clicks within an email occurs on a mobile device. (Campaign Monitor)
  • Mobile readers who open an email a second time from a computer are 65% more likely to click through. (Campaign Monitor)
  • Some 45% of people redeem coupons via their mobile devices. (Clench Media)

Email marketing on mobile

Email Content

  • 83% of B2B marketers use email newsletters for content marketing. (Content Marketing Institute)
  • 25% of marketers have trouble getting content for their email marketing campaigns. (DMA)
  • Email subject lines that include the words “thank you” have the highest above-average engagement levels. (Adestra)
  • 92% of marketers split test their emails. (DMA)
  • 64% of people prefer rich text emails. (HubSpot)

Email Engagement

  • You are 6x more likely to get a click-through from an email campaign than you are from a tweet. (Campaign Monitor)
  • Email is 40 times more effective at acquiring new customers than Facebook or Twitter. (McKinsey)
  • Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. (QuickSprout)
  • 72% people prefer to receive promotional content through email, compared to 17% who prefer social media. (MarketingSherpa)
  • Including a call to action button instead of a text link can increase conversion rates by as much as 28%. (Campaign Monitor)
  • Email marketing drives more conversions than any other marketing channel, including search and social. (Monetate)
  • Despite the rise of social messaging apps, 74% of teenagers use email. (Adestra)
  • Email notifications about abandoned carts have a 40.5% open rate. (eMarketer)

Email ROI

  • Email marketing has an ROI of 3800%. (DMA)
  • The average order value of an email is at least three times higher than that of social media. (McKinsey)
  • For every $1 spent, email marketing generates $38 in ROI. (Campaign Monitor)
  • 77% of ROI comes from segmented, targeted, and triggered campaigns. (DMA)

Marketing stats on a tablet

Interesting Email Marketing Facts

  • The New York Times has over 30 email newsletters, with around a 70% open rate, and brand-new newsletters dedicated to unique audiences like college students and runners. (Digiday)
  • The most popular days to send emails are Tuesday, Wednesdays, and Thursdays, but since these days are so popular, you may have a better chance at an open rate if you send them on Mondays and Fridays instead. (CoSchedule)
  • Open rates are highest, around 24%, from the hours of 6pm-11pm, or after work. (Campaign Monitor)
  • 80% of respondents indicated grammatical errors were one of the biggest email faux pas. Next on the list included: profanity, irregular fonts, capitalized subject lines, excessive punctuation, and lack of subject line, which 70% of respondents said was unacceptable. (Marketing Land)
  • Employees spend an average of 13 of their working hours each week in their email inbox (McKinsey & Company).
  • 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts on their News Feed. (Forrester Research)

To Wrap It Up

Email marketing is as relevant as ever, even more important than social media marketing in some ways. Work on new ways to get subscribers and retain them with relevant personalized engaging content and special offers. Making your emails personalized is as easy as opening a bag of chips with Adtailor. Sign up for a free trial below!