Email Stats Roundup

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.

  1. Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.
  2. Welcome emails are incredibly effective: on average, 320% more revenue is attributed to them on a per email basis than other promotional emails.
  3. Consumers who purchase products through email spend 138% more than those that don’t receive email offers.
  4. Email subscribers are 3x more likely to share content on social media than leads who came through another channel, according to QuickSprout.
  5. 80% of retail professionals indicate that email marketing is their greatest driver of customer retention (the next closest channel? Social media, identified by just 44% of those same professionals).
  6. 77% of people prefer to get permission-based promotional messages via email (versus direct mail, text, phone, or social media).
  7. 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)
  8. 86% of professionals prefer to use email when communicating for business purposes. (Hubspot)
  9. 49% of businesses use some form of email automation.
  10. 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)
  11. The best times to send an email are 10 a.m. and from 8 p.m. to midnight. (Coshedule Research)
  12. More than 21% of all messages are opened within the first hour of sending. (GetResponse)
  13. 64% of subscribers open an email based on who it’s from, compared to 47% of subscribers who open emails based on the topic (the subject line). (The State of B2B Email Marketing report- SuperOffice)
  14. By using a specific personal name, rather than a general email address or a company’s name, you can increase open rates and click-through rates by as much as 35%. (SuperOffice)
  15. Marketers have witnessed an increase of 760% in email revenue from segmented campaigns. (Campaign Monitor)
  16. Segmented email campaigns get 14.31% more opens and 100.95% more clicks than non-segmented campaigns. (Mailchimp)
  17. Transactional or triggered emails have 8x more opens and substantially greater revenue than regular bulk emails. (Experian)
  18. 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%. The unsubscribe rate and spam rate are as low as 0.58% and 0.06% respectively. (GetResponse)
  19. The most effective triggered email types for e-commerce brands are cart-abandonment emails and welcome emails. (MarketingProfs)
  20. Welcome emails have on average 4 times the open rate and 5 times the click-through rate of a standard email marketing campaign. (InboxArmy)
  21. Despite 60% of consumers claiming they prefer image-based emails, research shows that emails that contain too many images or too many calls-to actions don’t perform as well as emails that are plain text or include fewer CTAs. (The State of B2B Email Marketing report- SuperOffice)
  22. 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. The average email opt-in rate across all verticals is 1.95%.
  24. For every $1 spent on email marketing $44 is made in return, according to a study by Campaign Monitor.
  25. The average open rate for businesses in the Daily Deals industry is 15% – the cross-industry average? 20%.
  26. 28% of consumers would like to receive promotional emails more than once per week.
  27. 47% of email recipients open email based on the subject line (Invesp)
  28. 68% of email recipients report email as spam based solely on the subject line. (Invesp)
  29. Subject lines including words like “urgent”, “important”, “alert”, etc. are proven to increase open rates. (Mailchimp)
  30. Personalized subject lines lift open rates by 29.3%. (MarketingSherpa)
  31. Personalization in the email body has an open rate of 29.95% and a click-through rate of 5.03% as compared to non-personalized emails. (GetResponse)
  32. Email landing pages that reflect different business objectives have an average conversion rate of around 7.13% across industries. (GetResponse)
  33. Men and women are equally likely to convert from an email opened on a desktop — but women are more likely to convert on a tablet, and men are more likely to convert on a phone.
  34. 73% of millennials identify email as their preferred means of business communication.
  35. The Apple iPhone leads email client market share with 31%, followed by Gmail at 22% as of May 2017 (calculations based on 1.29 billion opens).
  36. 72.9% of 18-24 year olds use their phones to check email.
  37. When a prospect or customer who opens an email on a mobile device opens that same email again on another device, they are 65% more likely to click-through to your site/offering.
  38. People SAY they prefer HTML emails, but plain-text emails actually get higher open rates.
  39. Only about 30% of US retail email list subscribers have actually made a purchase from the retailer whose email list they subscribed to.
  40. Welcome emails are incredibly effective: on average, 320% more revenue is attributed to them on a per email basis than other promotional emails.
  41. Consumers who purchase products through email spend 138% more than those that don’t receive email offers.
  42. Email subscribers are 3x more likely to share content on social media than leads who came through another channel, according to QuickSprout.
  43. 80% of retail professionals indicate that email marketing is their greatest driver of customer retention (the next closest channel? Social media, identified by just 44% of those same professionals).
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