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Email Marketing Statistics Marketers Should Know About

November 22, 2017

In this article, you are going to learn how marketers are using email marketing to maximize their return on investment or ROI.

1. Clickthrough Rate

Fifty-four percent of marketers say growing their engagement rate is their top priority with email marketing. The time of day with the highest clickthrough rate is 11 a.m. ET for email sends. Also, 15% of marketers surveyed say their company still does not frequently check email opens and clicks; only 23% say they monitor their website and emails to see what happens after a click (MarketingProfs, 2016). Email notifications about abandoned carts have a 40.5% open rate. As the number of images in an email rises, the clickthrough rate of the email tends to decrease.

2. Email Copy

Sixty-four percent of people favor rich text emails (HubSpot, 2014). About one-third of millennial workers are content with using emojis to converse with a direct manager or senior executive (Adobe, 2015). Email subject lines that contain the phrase “thank you” have the highest above-average engagement levels (Adestra, 2015). Nearly half (47%) of marketers say they sometimes experiment on alternate subject lines to enhance email performance (MarketingProfs, 2016). Emails that included the first name of the recipient in their subject line had a higher clickthrough rate than emails that did not (HubSpot, 2014). The open rate for emails with a personalized message was 17.6%, as compared to 11.4% without personalization.

Recommended reading: How to Create a Content Calendar

3. Email Segmentation

Forty-two percent of marketers do not send direct email messages; only 4% use layered targeting. (MarketingProfs, 2016). Additionally, 83% of companies use at least basic division for their emails. The capacity to section email lists and personalize email campaign messaging are the most operative personalization strategies for 51% and 50% of marketing influencers, respectively (Ascend2, 2016.) Segmented and targeted emails produce 58% of all revenue.

Related: Email Automation: Why Is It Essential?

4. Email Usage

Three-quarters of companies agree that email delivers “outstanding” to “good” ROI (Econsultancy, 2016). Additionally, it’s estimated that email use globally will top 3 billion users by 2020 (The Radicati Group, 2016). Gmail alone already has 1 billion active users worldwide (Statista, 2016).

About 66% of unsubscribes happens between 5 and 10 p.m (Tomasz Tunguz, 2015). Eighty-six percent of consumers would want to get promotional emails from companies they do business with at least monthly, and 15% would like to receive them daily (Statista, 2015.)

Around 51% of marketers say enriching contact data quality is their most major barrier to attaining email marketing success (Ascend2, 2016). Eighty-six percent of professionals prefer to use email when communicating for business purposes (HubSpot, 2017). Seventy-eight percent of consumers have unsubscribed from emails because a brand was sending numerous emails.

5. Mobile Email

Two-thirds of emails are read on either smartphones or tablets, outside of work. Americans most frequently review or check their emails while watching TV (70%), from bed (52%), on vacation (50%), while on the phone (43%), from the bathroom (42%), and even while driving (18%).

75% of Gmail users access their accounts through mobile devices (Movable Ink, 2015).

48% of emails are checked on a smartphone (Movable Ink, 2015).

41% of emails are checked on an iPhone (Movable Ink, 2015).

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