Do you want to get an overview of what is happening in email marketing right now? Do you yearn to discover what types of emails are most successful, and what the future holds for this marketing type?
Well, then you have come to the right place. Indeed, below you will find statistics on each of the following categories:
- Email marketing and customer engagement
- The impact of emails on conversion rates
- The use of emails in customer support
- Whether customers prefer email to other forms of communications
- The future of email marketing
You’ll also find a brief introduction and summary on each section and a final summing up at the end. So what are you waiting for? Roll your sleeves up, crack your brain open, and get into some seriously sexy email stats!
1. Email Usage & Engagement
Anyone telling you that social media has killed off email marketing is sorely mistaken. Indeed, with so much potential to nurture relationships with customers and acquire new ones, email marketing is most definitely still alive and kicking.
Oh, and did you know that email marking is one of the most cost-effective kinds there is? Something that makes it pretty much vital to any successful and on-budget marketing campaign. Yep, that’s right email most definitely still holds its own in the world of marketing, and you can see there are plenty of stats to prove it below:
- 3.9 billion globally used email in 2019 (Statista).
- Global email users will grow to 4.3 billion by 2023 (Statista).
- In only 2019, 293.6 billion emails were sent and received per day. (Statista).
- It is expected that the number of sent and received emails will grow to over 347.3 billion daily emails in 2022 (Statista).
- Welcome emails get opened 82% on average (GetResponse).
- You can boost orders by 69% by sending three abandoned cart emails. (Omnisend).
- 35% of marketers send customers between 3-5 emails every week. (Not Another State of Marketing)
- Over the last year, 78% of marketers have seen an increase in email engagement (Not Another State of Marketing, 2021)
- 31% of B2B marketers report email newsletters are the top way to nurture leads. (Content Marketing Institute, 2021)
- Over 350 million dollars was spent on email advertising in the US in 2019. (Statista, 2019)
2. Email & Customer Support
There is plenty of noise about live chat and chatbots in the customer service sector right now. However, before you swap all of your customer service provision across to these tools, it may be worth taking a pause. The reason being that the stats show users still want to communicate, interact, and solve their problems via email. Indeed, email is an essential part of the customer service process. Just check out the stats below that prove it!
- Email remains the most used digital customer service channel, with 54% of customers using email customer service in 2019. (Forrester)
- Response within the hour is what customers expect when they send an email to a business. (Toister Performance Solution).
- 62% of customers want to use email to communicate with a business. Beating phone, live chat, and contact forms (HubSpot Research)
- 57% of customers prefer to contact companies via digital media such as email or social media rather than use voice-based customer support. (Ameyo)
- 45% of executives with web or mobile self-service capabilities report noticeable reductions in phone inquiries, and 39% report less email traffic. (Information Today)
- 81% of retail businesses say reply on email for customer acquisition (Emarsys)
- 80% of retail businesses depend on email for customer retention. (Emarsys)
3. Email & Conversion Rates
While conversion rates for email marketing may not be quite as high as in 2018, the figures and the ROIs show that the email approach is still successful, a great deal of the time. Of course, a more targeted approach is preferable here, with triggered and segmented emails doing best.
- The average email conversion rate was highest in 2018 at 18.49%. (Barilliance)
- In 2021, the average email conversion rate remains high at 15.11% conversion in 2021. (Barilliance)
- Emails accounted for 19.8% of all transactions. Only paid search (19.9%) and organic traffic (21.8%) did better. (Custora E-Commerce Pulse)
- 306% higher click-through rate is what you can expect from Triggered Email Campaigns– vs. non-triggered emails. (Barilliance)
- 36% of total email revenue comes from segmented emails. (Barilliance)
- For every $1 invested, you can expect an average email ROI of $38. That is a 3,800% increase. (Barilliance)
- B2C marketers using automation have seen conversion rates as high as 50%. – (eMarketer)
- Conversion rates are used by 60% of marketers to evaluate an email’s effectiveness. – (DMA)
- Click-through rates can be raised by an average of 14% (and conversions by an average of 10%) by using personalized email messages – (Aberdeen.)
- Email has the highest conversion rate (66%) for purchases made as a result of receiving a marketing message – (DMA)
- Conversion rates rise by 28% when a call to action button rather than a text link is included in an email. (Campaign Monitor)
4.Consumer Preferences With Email
Do customers like emails from your business? That is the critical question here. After all, you won’t want to send them if they will do more harm than good. Of course, the stats show that emails are still a very welcome form of communication from the users’ point of view and that they are associated with a range of other benefits as well, as you can see from the info below.
- 80% of respondents said email marketing drives customer acquisition and retention. (eMarketer)
- The type of email with the best customer response rate is Email My Cart at 22.64%. (Barilliance)
- 43% of consumers will choose whether to open an email based on who sends it. (MailChimp)
- 43% of email users will report spam if they don’t recognize the senders’ name or email address. (MailChimp)
- First thing in the morning is the most popular time for consumers to check their emails, with a whopping 58% doing so. (Optinmonster)
- 60% of consumers prefer email over any other promotional channel. (Optinmonster)
- Users check their emails for deals from brands at a rate of 44%. (Optinmonster)
- After receiving a marketing email, 60% of consumers have made a purchase. (Optinmonster)
- Consumers hope for rewards when signing up for marketing emails at a rate of 85%. (Disruptive Advertising)
- Users open 40% of all cart abandonment (SaleCycle)
5. Email Forecasts & Predictions
What does the future hold for email marketing? Well, the answer, as you can see from the numbers below, is many things, including an overall rise in email daily usage. More personalization and better targeting are likely too. At the same time, marketers are likely to show more respect for customer privacy. Perhaps most notably, email marketing shows the potential further to increase business ROI by a massive 22%!
- By the end of 2022, over 347 billion emails per day will be sent and received. by the end of 2022. (Statista)
- By 2023 global email use is predicted to reach 4.4 billion. (Statista)
- By 2021 email clients such as Gmail will readily accept video, and it will be commonly used for email marketing. (Jarrang)
- Expect to see an increase of personalized images in emails in 2021, such as live-data weather reports. (Jarrang)
- Hyper-targeted emails will become the norm. (Campaignmonitor)
- Interactivity and animation are set to become the next significant trend in email marketing. Designmodo
- In the coming years, marketers will focus more on subscribers’ privacy, embracing privacy laws like GDPR or CCPA (Litmus)
- In 2021 and beyond, email personalization and segmentation will be increased and boost ROI up to 22%. (Litmus)
Despite the rise of newer forms of marketing, emails still have an essential role to play. Indeed, they continue to promote engagement in healthy numbers. Not to mention that they help to foster quality connections with potential customers.
Customers also prefer email contact when it comes to customer service, which is, of course, a massively important aspect of customer retention that shouldn’t be ignored. Indeed, providing the most positive experience for your customers by communicating with them in the form they choose is just good business. The reason being that you are much more likely to be able to present them with additional buying opportunities later on.
Target and segmented email continue to show excellent promise for high rates of conversions too. This means that if it’s an effective marketing strategy you are looking for, email is the answer.
Customers also continue to like emails over most other forms of communications. That they continue to open and respond to them, and they enjoy deals and rewards delivered via email. However, privacy is a significant concern for most users, and businesses need to respect this if they are to optimize their email marketing results.
Finally, things seem bright regarding what we can expect from email marketing in the future. Indeed, we can expect developments such as integrated video and personalized images to be commonplace, which will only make email marketing even more effective than it already is!
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