67 Email Marketing Statistics You Need in 2018
With social media booming loud and clear, businesses are shifting their marketing efforts to Twitter, Facebook, Instagram, and Linkedin. And there’s so much noise filling these crowded platforms that having your story noticed and heard is really, really hard. At times it isn’t taken seriously because, to be honest, social media is home to a lot of things, some of which are quite unbelievable.
That’s where email marketing comes into play. Email marketing statistics show that the usage of email as a marketing tool is still as effective and important for businesses as it used to be prior to social media, despite many people’s strong belief that Twitter and Facebook are far more effective in lead generation and nurturing than good old email.
So that unveils the pink elephant in the room: Is email marketing still a thing? Should you allocate a significant part of your marketing budget to it? And just how much of your marketing goals will email marketing help you achieve?
We dug deep and compiled the most recent and relevant email marketing stats for you, so you can get a clear image of where email marketing stands in the big marketing machinery of the 21st century’s digital world and make the best use of it in achieving your goals and targets in 2018. Read on.
1. In 2017, global email users amounted to 3.7B. This figure is set to grow to 4.3B in 2022.
How’s that for perspective? Facebook has a little over 2 billion monthly active users, Twitter has 336 million. Email reaches more than 80% of the world’s adult population, giving any brand a much wider reach than other channels.
2. The number of emails sent and received per day will rise from 269B in 2017 to 333B in 2022.
Yes, that’s per day! A 23% steady growth rate for a channel that has a deep penetration, to begin with, is very impressive. As the internet reaches people who have been deprived of it till now, email usage is the one thing that is sure to keep increasing.
3. Over 90% of consumers use their email at least once every day.
The figures might differ slightly based on different studies, but at least 90% seems to be the accepted proportion of daily active users of email. Most people don’t just create email accounts and forget about them.
4. Despite the rise of social messaging apps, 78% of teenagers continue to use email.
There has been a lot of talk about the rise of social media and instant messaging sounding the death knell for email. Well, according to the set of email statistics linked above, 78% of US teenagers still rely on email. The growth of email usage is driven by millennials and baby boomers alike.
5. Spam accounts for 48.16% of email traffic worldwide.
Nearly 50% of this huge amount of traffic is spam, much of which gets automatically redirected to spam folders now. While it is easy to distinguish emails from acquaintances, any communication from new sources does have to compete at times with this bulk of useless mail.
6. Of the 1.45M emails sent in the US per month, 1.38M are sent by companies.
And, of course, much of this communication from new sources would be part of email marketing campaigns from different businesses. Your marketing strategy has to ensure that your emails don’t get relegated to the spam folder without even being seen.
7. 82% of US workers check their work email at least every few hours outside of normal work hours.
Many professionals tend to have separate email accounts for work and for personal use. But the time spent using these accounts does not have very clear boundaries. Only 18% of Americans never check their work email outside of work. About a third do so at least once every hour.
8. 90% of US workers check their personal email at least every few hours during normal work hours.
Emailing statistics are even more striking the other way around. Both this and the previous data point prove that people can be reached easily whether you use their work email address or a personal one. How it is received depends on other factors like content and timing of the email.
9. 59% of email opens worldwide occur on mobile.
As is the case with social media, email is also accessed increasingly more often on mobile devices. Only 15% email opens take place on desktops, while 28% get done on a webmail client.
10. Worldwide mobile email users are expected to total over 2.2B by end-2018.
The convenience offered by mobile devices to check one’s email, and even reply to it, on the go is contributing to this growth. More than half of the global email users are already using their mobile devices to access their email, either all or part of the time.
11. iPhone is the most popular email client, followed closely by Gmail.
The exact figures differ slightly across studies, but iOS is by far the most popular client for email access. If divided into iPhone and iPad, the former still outranks Gmail in the popularity standings.
12. If your email is not optimized for mobile, 80% of users will delete it.
The bottom line for marketers, of course, is that if the email you are sending out to customers doesn’t look good on mobile devices there’s a very high likelihood of it going into the trash. As we will see from other email marketing stats, there are other important aspects of optimal email design, but the fact that it should at least work on mobile is the most basic.
13. 31% of internet users in the 55-64 age group read marketing emails worldwide.
The research cited here suggests that the younger generation is slightly more discerning when it comes to email marketing communication. Only 21% in the 16-24 age group read such emails worldwide. The takeaway for marketers: The younger the demographic you are targeting, the more effort you need to make to stand out. But, you can’t take even the seniors for granted.
14. 1% American adults in a random survey said they purchased a product from a retail store after receiving an email about it.
In the same survey, 27.1% said they made an online purchase after receiving an email about it, while 26.2% said they visited a company website after receiving an email.
15. More than 50% US consumers subscribe to email from 6 or fewer brands.
56.6% to be exact. Less than a quarter subscribe to more than 10. The competition for consumer inbox space is tough and requires smart marketing.
16. 85% of consumers sign up for marketing emails hoping for a reward.
For an overwhelming majority of consumers, the main reason behind signing up with email marketing campaigns is the expectation of rewards like discounts, special offers, gifts, etc. Marketers need to live up to these expectations to stay ahead of the competition.
Email Marketing Statistics 2018
17. Nearly 70% US businesses spend time and money on email marketing.
Despite the availability of many traditional as well as new channels at their disposal, a significant majority of US businesses continue to rely partly or completely on email marketing to reach customers. Though these and several of the following figures are related to the US, the trends hold broadly in most geographies with free markets.
18. Email marketing spending in the US will grow to $3.07B by 2019.
This will be an increase of nearly 50% since 2014 ($2.07B) and is as clear a sign as any that email marketing is nowhere near obsolescence, something many have claimed in the age of social media. Remember, this is a figure just for the US market.
19. Nearly 50% of US marketers plan to increase spending on email marketing, 25% significantly so.
An equal number intend to maintain their email marketing allocation. Marketers have realized that their budget is still better used with email than other channels like online ads, search marketing or direct mail.
20. 73% of marketers do not intend to adopt influencer marketing, live video, chatbots, AI, or machine learning in the coming year.
Despite all the talk about new ways to reach and influence customers, email continues to rule the roost. New channels don’t find much favor because of reasons like low ROI, low effectiveness or simply difficulty in understanding. Email marketing is easy to deploy, target, and control.
21. 54% of marketers say that increasing engagement rate is their top email marketing priority.
One of the main takeaways from these stats on email marketing is that marketers are eager to try out ways to improve customer engagement rate. Email marketing is more than just sending out emails with a bunch of attractive pictures; many businesses continue to get it wrong.
22. 39% of marketers never personalize their emails, 21% never use segmentation.
The most basic error that marketers still commit is that they do not make use of personalization and segmentation. There are many tools available today to get this done easily, but a surprisingly high number of marketers haven’t begun to use them.
23. More than 70% of US businesses using email marketing send out emails either daily or weekly.
The second common error – made by as many as 70% of businesses – is the high frequency of emails. The quantity of emails you send out is not important, the quality is.
24. 78% of consumers unsubscribe from email lists because brands send too many emails.
The above point is proven by the very high proportion of consumers who opt out of email lists because they are annoyed with the sheer number of emails they keep getting. Businesses need to learn that belligerence does not win them any favors.
25. 57% consumers break up with brands because of unnecessary spamming.
It might still be bearable for businesses if they were just losing subscribers. One of the more striking email marketing facts is that more than half of the consumers surveyed also admit that incessant mailing makes them stop using a brand altogether. Getting the frequency of emails right is obviously vital to the success of your marketing strategy.
26. Only 9% of marketers are confident that all the emails they send are relevant.
So about 91% know that at least some of what they are sending out is not relevant to the recipients. Why waste your own, and more importantly the customer’s, time? Every email sent out costs you money, so you might as well plan it out effectively.
27. Segmented email marketing campaigns get 14.64% more email opens and 59.99% more clicks compared to non-segmented campaigns.
Using segmentation or targeting ensures notably better email open rates and significantly better click-through rates. Even a back-of-the-envelope calculation would tell you how big a difference to your marketing campaign these improved rates can make in absolute numbers.
28. Segmented emails have conversion rates 208% higher than batch-and-blast.
Even more importantly, the email marketing conversion rate – the actual monetary value derived from your interaction with customers – can be as high as 208% when you use targeting instead of sending the same emails to everyone.
29. Marketers have witnessed an increase of 760% in email revenue from segmented campaigns.
This is the proof of the pudding. A little effort in segmenting your outgoing email can result in significant revenue gains. It is not just the number of customers who get converted, evidence suggests such converted customers end up spending high amounts on purchases based on the information you provide them.
30. Relevant emails drive 18 times more revenue than broadcast emails.
Consumers appreciate it if you offer them content that is of use to them. You can track past communication or consumer behavior to work out what sort of email would be relevant to which consumer and utilize this knowledge accordingly. There are many tools out there now to help you maximize your email marketing return on investment.
31. Adding videos to your email can increase click rates by 300%.
There are a number of ways to make your communication stand out – adding relevant videos to them is one of the more useful ones.
32. 320% more revenue is attributed to welcome emails than other promotional emails.
Welcome emails are the emails you send to people who first subscribe to your newsletter, download an ebook, or subscribe to receive any other information you offer on your website. Statistics on email marketing show that 320% more revenue is attributed to welcome emails over other types of promotional emails. And yes, 320% is a huge number, but for a good reason: the welcome emails are the first contact you make with your readers, and we all know how important first contact is.
33. Emails that include some sort of graphics have higher open (27.12% vs. 20.24%) and click through (4.50% vs. 3.32%) rates.
If not videos, relevant images help too. They give your emails a small, but significant, edge over simple text-based emails.
34. As the number of images in an email increases, the click-through rate of the email decreases.
One or two relevant images do help but do not crowd out your emails with them as they just increase email size or loading time without any objective added value.
35. Triggered email campaigns have an open rate of 45.70%, a click-through rate of 10.75% and click-to-open rate of 23.52%.
Triggered email is a response to an action taken by a user and, hence, more relevant. These types of emails also showcase the power of marketing automation. Welcome emails are one of the most common types of triggered communication.
36. The average open rate for a welcome email is 82% compared to the average email open rate of 20.81%.
In fact, some email marketing stats claim the open rate for welcome emails to be even above 90%, with click-through rates of almost 27% (and spam rates of nearly 0). That’s more than four times when compared to other types of marketing emails.
37. Sending 3 abandoned cart emails results in 69% more orders than a single email.
An abandoned cart email – informing a user that she has saved items in her cart, but not checked them out – is another effective form of a triggered email. Studies show that these are a lot more economically fruitful when sent in 3’s, maintaining a gap of a few days between each email.
38. Emails with personalized subject lines generate 50% higher open rates.
Subject lines are obviously important as most recipients decide how to treat your email by reading the subject. Getting subject lines right, which includes making the recipient feel that it is not just one of the thousands of emails sent out at random, is important to improve customer engagement.
39. 69% of email recipients report email as spam based solely on the subject line.
The above point is reinforced by this statistic. If you use a generic or irrelevant subject line, your email will quickly find its way into the spam folder, never to be opened.
40. Almost 50% marketers test alternate subject lines to optimize email performance.
No wonder then that a very high number of marketers spend time in getting the subject line right. Thankfully, there are tools available today that let you track the effectiveness of your subject lines easily.
41. Avoid the word “donate” in your subject line at all costs.
The best online marketing companies are aware that a good subject line is the most important part of creating a good email campaign. Believe it or not, subject lines containing the word “donate” can reduce the open rate of your email by 50%.
42. The best times to send an email are 10 am and between 8 pm and midnight; best days are Thursday and Sunday.
These figures seem to vary across studies, and definitely across business sectors, requiring some research from marketers themselves. The point to note is that, according to email marketing trends, the timing of your communication can make a material difference to the results of your marketing efforts. Automation tools can help you schedule when your emails go out.
43. Over 75% of US consumers find advertising in email newsletters annoying.
Chances are that if a user has subscribed to your newsletter, she already knows about your business. Preaching to the converted can test their patience. Use your newsletters to convey information that is of use to the recipients, like new product offerings, special offers, interesting deals, etc.
44. 49 to 52% of US consumers say they would like to receive promotional emails from their favorite brands on a weekly basis.
At the same time, contrary to claims that consumers are absolutely averse to emails from marketers, about half of them actually like to receive such communication, provided they are sent with a reasonable frequency. More than 80% wouldn’t mind receiving such emails once a month, either.
Email Marketing ROI 2018
45. Email marketing has an average ROI of 3,800 percent. For every dollar invested, the average return is $38.
This is why email marketing continues to matter. Its ROI is better than all other digital channels of marketing, including social media, the darling of many marketers. This means that email should never be missing from your marketing strategy.
46. Email’s ROI is 28.5% better than for direct mail.
Email scores in terms of ROI not just in comparison to digital channels, but even when compared to direct mail. This is despite the higher response rates than direct mail gets you.
47. 73% marketers rate email as the number one digital channel for ROI.
And an overwhelming majority of marketers know this from experience. The biggest bang for your marketing buck comes from email.
48. The perception of email marketing ROI varies widely across industries.
It is important to note, however, that the perception, which is likely to be grounded in actual experience, of email marketing’s high ROI, differs from one industry to another. While the ROI is high across sectors, in some it is by far the best option to convert leads into paying customers.
49. Cart abandonment triggered emails generate $6.8 revenue per message in the US.
Another sign of the monetary returns from a well-thought-out email marketing campaign is the incredibly high sum you can generate on average from every single cart abandonment email that goes out to customers.
Email Marketing Effectiveness 2018
50. 64% of companies worldwide rate email marketing as the most effective marketing channel.
Email marketing’s effectiveness is not just limited to the US or other developed economies. Across the board, businesses have found that it delivers.
51. More than 50% online retailers find personalization and segmentation as their most effective conversion tactics.
Confirming the customer preferences discussed above, a comprehensive study of online retailers has also found that personalization and segmentation are the best ways to convert email users.
52. 81% of SMB retailers in the US rely on email as the primary customer acquisition channel.
If email marketing effectiveness statistics prove anything, it is that small and medium businesses can gain the most from it. These companies can utilize their limited marketing budgets better by allocating a big chunk to this channel. Many such businesses are doing so already.
53. Twice as many SMB retailers rely on email for customer retention as do on social media.
In fact, even among those SMB businesses that do use social media, at least two-thirds believe email continues to give them better results. You can’t ignore social media completely, but you can ensure you get your marketing budget allocation right.
54. 90% of emails reach the correct consumer’s inbox, but only 2% of Facebook followers see a business’s posts in their News Feeds.
That’s a striking data point! The very first step in engaging a potential customer is to get your business noticed by her. Email provides you the control to ensure that the targeted recipients at least receive your communication. Social media platforms like Facebook are more like a shot in the dark.
55. Amazon uses email marketing to achieve up-selling and cross-selling conversion of more than 60%.
The recommendation engine used by Amazon – the largest retailer in the world – is one of the most effective cross-selling systems out there. But very few realize that email is the most powerful element in this recommendation engine, ensuring really high conversions. By introducing offers and following up those offers, you can play it like Amazon too.
56. 72% of consumers prefer marketing communication via email over other channels.
Email marketing statistics show that consumers prefer to be contacted by businesses through email. Email gives customers the choice of opening a message, while most other channels do not, and so feel more intrusive.
57. People are twice as likely to sign up for a company’s email list as compared to interacting with the company on Facebook.
In fact, even compared to Facebook, the platform on which many businesses choose to get in touch with their customers, twice as many prefer that companies contacted them through email. Business updates turning up at random in one’s feed is not appreciated by many users.
58. Email’s conversion rate is almost equal to the combined mobile conversion rates for social media and search.
How effective is email marketing relative to other key marketing channels? From an analysis of over $1B in sales on Shopify over Black Friday/Cyber Monday, it was found that while email has an average mobile order conversion rate of 4.29%, the figures for search and social media are 3.04% and 1.81%, respectively.
59. People who buy products marketed through email spend 138% more than people that do not receive email offers.
You don’t just get higher conversion rates that with email, but the customers thus converted also spend significantly more on each purchase. This is where providing relevant information through targeting can work wonders.
60. Email subscribers are 3x more likely to share content on social media than leads that come through another channel.
Finally, your social media efforts can be a part of your email marketing strategy. It is extremely interesting that links or updates you share with your customers through email are three times more likely to be shared further by them on social media than what you convey to them through your own social media channels.
B2B Email Marketing Statistics 2018
61. Email is the third most influential source of information for B2B audiences, behind colleague recommendations and industry thought leaders.
Even for B2B commerce, email is a strong way to influence potential customers. In fact, other than the personal channels of recommendations from colleagues or industry leaders, there is no other channel that is as strong an influence as email is.
62. 86% of business professionals prefer to use email to communicate for business purposes.
Email, of course, is the most widely used channel of communication. Social media or instant messaging might be growing in popularity in our regular lives, but at work, most of us prefer email to communicate.
63. CTRs are 47% higher for B2B email campaigns than for B2C email campaigns.
In fact, B2B email marketing statistics indicate that the results here are even more striking. Recipients are more likely to open and act on your communication in a purely business environment, proving the greater effectiveness of email marketing.
64. 68% of B2B marketers say email is their most effective digital channel in terms of revenue generation.
Given, the utility of emails in a business environment, more than three-fifths of B2B marketers consider email more effective than other digital channels for revenue generation through collecting and converting leads.
65. 77% of B2B marketers claim they’re using email marketing to drive visits and sales to their websites.
An even higher number of B2B marketers rely on email wholly, or at least partly, for their marketing goals.
66. 30% of B2B marketers plan to increase spending on email.
Money moves where it gets better returns. The effectiveness of email is also proven in the proportion of B2B marketers who plan to spend even more on email than they have done thus far.
67. Only 47% of B2B marketers are using email automation.
It is surprising, then, that almost half of the B2B marketers studied are not even using automation to drive their email marketing campaigns. Automation provides several benefits to run a more effective campaign, which can potentially result in even better returns than what B2B businesses are seeing right now.
Email Marketing Statistics 2018 Key Takeaways
- Hard data proves that email is not going anywhere. It is not just the most popular activity on the internet; it also delivers better returns when used strategically for marketing in both B2C and B2B contexts.
- Marketers understand the importance of this channel and continue to maintain, or even increase, their marketing budget allocation to email.
- Smart email marketing requires audience segmentation, personalization, and relevant content. Email marketing statistics prove that the benefits are far too many to be ignored.
- Consumers are interested in receiving communication from you, provided you get the frequency and content right, and invest in developing a relationship.
- There are a number of automation tools and services available that can make your email marketing campaigns more effective.