Before we dive in to our next set of email marketing stats, here’s a little context. Our first article was intended to summarize email findings from 2018 or even a little earlier in order to show the state of email marketing and how strategies such as real-time personalization could make it even more effective.
While those statistics are still relevant and insightful, we wanted to look ahead and focus this post on email marketing stats in 2019 (and beyond), especially in the light of emerging business and technology trends.
Without further ado, let’s take a look at the latest email marketing statistics and what they mean for the future.
A real opportunity
Unlike many marketing channels that see declines in performance and results, email marketing is still an extremely popular—and effective—platform.
Why should marketers continue to embrace email marketing in 2019 and the future?
- Active email accounts are expected to hit 5.6 billion (more than half the world’s population) by the end 2019. (Statista)
- It is estimated that the U.S. will spend over $350 million on email advertising in 2019. (HubSpot)
- 99% of consumers check their email every day. (DMA Insights)
- More than 50 percent of U.S. respondents check their personal email account more than ten times a day, and it is by far their preferred way to receive updates from brands. (HubSpot)
- Email is 40 times more effective at acquiring new customers than Facebook or Twitter. (McKinsey & Company)
- 80% of business professionals believe that email marketing increases customer retention. (Emarsys)
- 59% of respondents say marketing emails influence their purchase decisions. (SaleCycle)
At the same time, email is the undisputed champ when it comes to ROI.
- For ten years in a row, email is the leading channel when it comes to generating ROI for email marketers. (Campaign Monitor)
- For example, for every $1 spent, email delivers $38 in ROI. (Direct Marketing Association)
- 81% of SMBs still rely on email as their primary customer acquisition and 80% for retention. (Emarsys)
Perfect partners: Email plays nice with mobile
To succeed today, marketers need to capture consumers’ attention on multiple screens, especially mobile devices.
- 40% of online adults will begin an activity on one device and finish on another. (Campaign Monitor)
- Email open rates on mobile devices grew 30% in the last five-year period measured. (Campaign Monitor)
- 49% of all emails are opened on mobile devices. (IBM)
- 35% of business professionals check email on a mobile device. (HubSpot)
- Mobile can account for as much as 77% of email opens, depending on target audience, product, and industry. (eMailmonday)
Best practices to consider
- Use segmentation: Segmented campaigns drive a 760% increase in revenue over one-size-fits-all campaigns. (DMA)
- Take advantage of transactional emails: Research shows transactional emails have eight times more opens and clicks than any other type of email and can generate six times more revenue. (Experian)
- Automated messages, too: Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. (Epsilon Email Institute)
- Design with mobile in mind: One out of every three clicks within an email occurs on a mobile device. (Campaign Monitor)
- Personalize: 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. (DemandGen)
- Personalize in ways you may not have considered: Birthday emails generate 342% higher revenue per email than promotional emails. (Experian)
- Or by using video: Including video in an email leads to a 200-300% increase in click-through rates. (Forrester)
- Or in a way your competition hasn’t yet considered: Only 39% of online retailers send personalized product recommendations via email. Certona
We hope these statistics are helpful as you continue to think about new ways to develop and deploy email marketing campaigns in 2019 and beyond (hint: don’t forget real-time personalization!). We will continue to keep an eye on industry trends, so stay tuned for future articles on email marketing statistics.