New decade, new chance to track and smash your email marketing goals for 2020!

Where to begin? With this curated list of 10 email marketing statistics. Each one is tied to a strategy that can help you achieve just about any business goal. 

What’s your main objective this year? We have a stat for that – that is, we’ve tracked down research to help you form and clarify your plan for developing strategies and tactics that will help you achieve it. 

1. Advanced personalization generates $20 of added revenue for every $1 invested in it.

If this isn’t the statistic of the year for email marketers who need to make a case for tactical investments that show a clear return, we’ll eat our virtual hats. 

The data is from The Relevancy Group’s 2019 report, The Value of Personalization Optimization for Retailers, and is one of many eye-opening findings of the research.

If your list of 2020 marketing goals includes increasing revenue (and whose doesn’t?), get your own copy of the report or read our analysis of the findings on advanced personalization.

2. On average, marketers lose a full 34% of newly acquired subscribers within the first month.

It’s an old marketing maxim that your newest customers are your most engaged, but this stat shows that they grow cold quickly if you don’t nurture them. Not everybody is ready to buy all the time. But, you need to get them clicking quickly to keep their interest and show you offer them something valuable in exchange for their email addresses.

Try adding a live polling function to your welcome email and business-as-usual emails to get those pre-purchase clicks. This gives customers people a reason to engage even if they aren’t in the market to buy. And if you phrase your polling questions right, you can also collect important preference or attitude data that you can use to segment and target your customers even before you get behavior data.

3. Birthday emails can lift conversion rates by 60% over non-birthday emails with the same offer. 

Birthday messages aren’t just nice greetings to send your customers. They have a revenue payoff, too. If you already send birthday emails, add a dynamic feature to pique your customers’ attention, such as a scratch-off image revealing their special birthday deal.

4. BOPIS is big: 72% of Generation Z shoppers used Buy Online Pick Up In Store services within the last 30 days.

Who knew Gen Z could be the ones to save brick-and-mortar retail? While their parents and older siblings shop from the couch, consumers born in 1995/1996 like to visit the store – but not to poke around until they find what they want. 

This Package Concierge study found 58% of younger shoppers have used BOPIS at least once. The reasons vary, but many revolve around same-day gratification. They find what they want online, but they don’t want to wait or pay to have it shipped. 

Help your BOPIS shoppers of all ages find you by including personalized location information in each email, with a live map of the nearest location or the street address.

5. Consumers are interested in technologies that show whether a product is in stock (55%), help them compare prices or read reviews (49%), make it easier to find a product or its location (47%), or try an item before buying it (38%). 

All of those action capitalize on consumers’ interests in taking time and friction out of the buying process. 

Your email messages can take even more steps out of the process by adding dynamic content that uses real-time data to alert customers about low or sold-out inventory, to add your social feeds from review sources like BazaarVoice or show a map or store directions to bring them to your doorstep.

6. Emails using dynamic content based on real-time data generated an estimated $7 million of incremental revenue, or 17.4% more than purchase-based personalization.

Here’s another statistic from The Relevancy Group’s 2019 report, The Value of Personalization Optimization for Retailers, showing how personalization at the highest level beat out simple name personalization and even purchase-based personalization for revenue generation. 

Basic first-name personalization has pretty much lost its edge as a customer engagement device, and purchase-based data can be too limiting. You don’t need to scrap them because they do serve a purpose in showing your customers you know who they are and what their history is with your brand.

Rather, add a top layer of data-driven advanced personalization because it’s the most effective of the three methods and generates measurable revenue.

7. Adding videos to your email can boost open rates by 6%, increase click rates by 300% and reduce unsubscribes up 26%.

People love videos, as the stats show. Adding live video to email messages was thought to be too complex given the limitations imposed by different email clients and platforms, but a module like Liveclicker’s LiveVideo element can bypass those concerns.  

8. Both active and inactive subscribers order more often and spend more than nonsubscribers.

This study of email activity by the millions of subscribers who get emails from its platform because it showed that inactive subscribers aren’t always gone for good. 

The research found subscribers order at least 25% more often than non-subscribers, spend at least 6% more and are much more likely to shop again. Inactive subscribers are 26% more likely to make a follow-up purchase than non-subscribers, and their monetary value to the mailing list is about 32% of an active subscriber.

The findings support efforts to tune tuning up our acquisition efforts to attract new subscribers and to be judicious about handling inactives. Instead of just lopping them off your list, look for patterns that show website browsing and purchases even among subscribers whose records few or no email opens.

9. Even though 86% of consumers are concerned about data privacy, 72% of them will engage only with personalized marketing messages.

We’ve been hearing this mixed message for years, so it shouldn’t surprise you. But you can put this set of stats to work in your email messages in 2020 to build trust and serve up meaningful, not creepy, personalization.

Add links to a plain-language version of your privacy and data-management policies in every email. It’s not just a nice thing to do; it will help you comply with strict privacy and email requirements in laws such as the newly enacted California Consumer Privacy Act, which affects any marketer holding data, including email addresses, on California residents.

As you build trust, you can also add in the relevant personalization that dynamic content based on real-time data instead of potentially inappropriate or irrelevant numbers. Everybody wins in this scenario.

The holiday season is a critical make-or-break point for brands in a variety of industries; especially retail, CPG, ecommerce and similar verticals. In most retail sectors, the holiday season drives over 20% of annual spending. It’s a huge opportunity to build your brand, develop customer relationships, and drive revenue. 

Email’s role in holiday marketing and communications can not be overstated. That’s why we’re creating the ultimate resource for holiday retail email marketing: a guide and reference to inspire and craft your holiday email campaign from beginning to end.

Get it now: 9 Solutions (With Real-Life Examples!) to Retailers’ Biggest Holiday Email Headaches

One of the best ways to inform a strategy for the future is to take lessons from the recent past. Last year’s holiday season provides marketers a bounty of valuable results and lessons to bring your customers—and your brand—happy holidays this year.

The Big Picture

It’s no secret the holiday season is a huge opportunity to make an impact on your bottom line. But just how important is it really? 

Here’s some context from last year.

In 2018, holiday retail sales finally crossed the $1 trillion mark. Yes, trillion with a T: one million millions. That’s a mind-boggling amount of potential revenue, and competition has never been higher to get a slice of the pie.

To bring that figure down to scale, the average American shopper spent $846 on gifts in 2018a substantial 14% increase YoY,

There are several factors driving this growth. One of the largest (and perhaps most significant for email marketers) is ecommerce: US retail ecommerce spending hit $123.73 billion last holiday season (up 16.6% YoY).

In total, about 65% of holiday purchases are influenced by sales and promotions. As one of the most direct, personal, and flexible channels in the marketing toolkit, email a critical way to deliver the right sales and promotional content at just the right time before, during, and after the holidays.

Holiday Email Trends and Strategy

Unsurprisingly, email is consistently a top performer for holiday marketing.

Email was the third-highest 2018 Cyber Monday revenue driver, contributing 24.2% of sales. It was just behind direct website traffic (25.3%) and paid search (25.1%). Email led the pack in conversion rate by referral source in 2017 and 2018 for BFCM (over direct visits, organic search, and social).

Subject line optimization remains a key part of any email strategy. The top 5 subject line terms for holiday emails with the highest open and click rates are:

The window for holiday shopping is opening earlier and earlier in the year, presenting a unique opportunity to email marketers who are able to get their strategy in place on time.

40% of consumers started their holiday shopping by November 1 last year. 12% started before September. Compared to later in the season, competition to reach these audiences through the inbox is relatively low. It’s the perfect time to get a head start on your holiday numbers and to begin earning your subscribers’ attention and loyalty.

BFCM Email Statistics

The Black Friday/Cyber Monday period is a crucial point for most retailers, and email is capable of tipping the scales during the peak of holiday shopping. Retailers sent over 3.5 billion emails on Black Friday, and another 4.1 billion on Cyber Monday in 2018 

Over 50% of shoppers during the Thanksgiving period believe the best deals of the holiday season are on Black Friday, so make sure your email campaigns are ready to deliver your customers what they expect.

In 2018, Cyber Monday generated $7.9 billion in online sales—the biggest online sales day in US ecommerce history. 

54% of shoppers went both online and in-store over Thanksgiving weekend. These tend to be the most valuable customers of all; email programs that serve customers online and in-person work best.

On the Move: Holiday Mobile Marketing

It’s impossible to consider a strong email or ecommerce strategy without factoring in mobile behavior and experiences.

Mobile’s share of total digital commerce reached 40% on Thanksgiving 2018, which was the ‘most-mobile’ of the three big BFCM days. An impressive 28% of Cyber Monday sales were also via smartphones.

2 in 3 shoppers over Thanksgiving weekend turned to their mobile devices to research products and make purchases. When they open their phones this year to do the same, you would do well to have a helpful email awaiting them.

Last year mobile shopping also came with a huge missed opportunity. Studies show that shopping cart abandonment on smartphones is as high as 85%. Meanwhile, only 1 in 3 major US retailers sends emails to shopping cart abandoners. Consider setting up some special email workflows for your cart abandoners this holiday season.

Make Your 2019 Holiday Email Campaigns the Best Yet

Innovative brands have the potential to make 2019 a banner year for driving email ROI and connecting with holiday shoppers. Find out how top email marketers are already hacking the holidays in our exclusive lookbook complete with real examples that delivered impressive results. Download it now!


As a digital marketer, chances are good that you’re familiar with the challenges associated with marketing to Generation Z. After all, this is the generation that has a short attention span, is reputed not to use email, and seemingly threatens to kill any business that is not online. Tough crowd.

While these perceptions may have a kernel of truth, new findings show that there is another side of the coin—younger generations may even love email

If so, it’s good news because Gen Z is still an extremely important target demographic. Campaign Monitor recently surveyed hundreds of Gen Z individuals and published some interesting insights in its “Ultimate Guide to Marketing to Generation Z in 2019.”

For example, one research report shows that, by 2020, Gen Z is expected to account for 40% of all customers. Additionally, their buying power is $44 billion today, a number than expands to $600 billion when you consider the influence they have on their parents’ spending. That’s some serious clout.

Three ways to improve results for marketing to Gen Z

email marketing stats 2019

Clearly, Gen Z represents a significant opportunity, but only for those email marketers who are willing to implement innovative new ways to connect and engage with Gen Z in the way they prefer.

To help, here are three tips for creating valuable new email experiences Gen Z will love.

Tip 1: Use video to take the email experience up a notch

With so many marketing messages and various content competing for Gen Z’s attention, how can you create email campaigns that are sure to cut through the clutter?

The first thought is that have to do all you can to rethink traditional email approaches and deliver your message in creative new ways. For example, instead of continuing to present information in a static, text-heavy email, you need to think of new ways to surprise, even delight, your audience.

Adding video to email is a great way to do this, and it aligns with what Gen Zers prefer. According to recent research from the Pew Research Institute, the platform Gen Z uses the most is YouTube (85% report using it and 32% more say they use it the most of any social media site).

Imagine your recipient’s reaction to seeing a high quality video delivered right in the email itself. Three Liveclicker clients have used video in email to transform their campaigns, and you can, too.

[One quick note: Many marketers still think adding video to email is more challenging that you may think. If you’d like to learn just how easy it is, please check out this blog post.]

Tip 2: Always include a preference center

The Campaign Monitor survey examined the amount of email Gen Z currently receives, how often they would prefer to receive it, and the specific reasons they use email. It turns out that these results are mixed. Some individuals want to hear from brands daily; some prefer monthly.

One way to make sure you always give them what they want is to include a preference center. Using a preference center lets you ask your subscribers how frequently they want to hear from you and even lets them segment themselves into appropriate audiences and lists.

Tip 3: Don’t ignore newsletters

The Campaign Monitor survey also found that 39% of Gen Z respondents reported that they subscribe to 1-5 email newsletters yet 37.5%  say they subscribe to zero. Where those with a “glass-half-empty” view might think that email newsletters are already too popular, many more see them as a valuable new opportunity.

Why is this? For starters, remember that Gen Z is looking for authentic relationships with their preferred brands. Consumers are looking to buy from brands that appear human, and if they like what they see, they tend to become lifelong brand advocates.

Email newsletters provide the ideal opportunity for personal interactions with your brand, while also enabling you to provide helpful information and show your human side.

New strategies, new results

When it comes to email marketing to Generation Z, you can’t rely on the “same old, same old” approaches from the past. Instead, you need to consider innovative new ways to catch their attention, surprise them with engaging new experiences, and connect with them in entirely new ways. When you do, you’ll stand apart as a company they want to do business with, and hopefully, gain their lifetime loyalty.

To learn even more tips for marketing to Gen Z, check out the entirety of Campaign Monitor’s  “Ultimate Guide to Marketing to Gen Z in 2019” today!

We recently published an article that highlighted 21 compelling email statistics that could help every email marketer, especially those looking for real-time personalization best practices.

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 in 2019 and what they mean for the future.

machine learning

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?

  1.    Active email accounts are expected to hit 5.6 billion (more than half the world’s population) by the end 2019. (Statista)
  2.     It is estimated that the U.S. will spend over $350 million on email advertising in 2019. (HubSpot)
  3.    99% of consumers check their email every day. (DMA Insights)
  4.     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)
  5.     Email is 40 times more effective at acquiring new customers than Facebook or Twitter. (McKinsey & Company)
  6.    80% of business professionals believe that email marketing increases customer retention. (Emarsys)
  7.    59% of respondents say marketing emails influence their purchase decisions. (SaleCycle)
Proven ROI

At the same time, email is the undisputed champ when it comes to ROI.

  1.    For ten years in a row, email is the leading channel when it comes to generating ROI for email marketers. (Campaign Monitor)
  2.    For example, for every $1 spent, email delivers $38 in ROI. (Direct Marketing Association)
  3. 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.

  1. 40% of online adults will begin an activity on one device and finish on another. (Campaign Monitor)
  2. Email open rates on mobile devices grew 30% in the last five-year period measured. (Campaign Monitor)
  3. 49% of all emails are opened on mobile devices. (IBM)
  4.  35% of business professionals check email on a mobile device. (HubSpot)
  5.  Mobile can account for as much as 77% of email opens, depending on target audience, product, and industry. (eMailmonday)
Best practices to consider
  1. Use segmentation: Segmented campaigns drive a 760% increase in revenue over one-size-fits-all campaigns. (DMA)
  2. 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)
  3. 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)
  4. Design with mobile in mind: One out of every three clicks within an email occurs on a mobile device. (Campaign Monitor)
  5. Personalize: 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. (DemandGen)
  6. Personalize in ways you may not have considered: Birthday emails generate 342% higher revenue per email than promotional emails. (Experian)
  7. Or by using video: Including video in an email leads to a 200-300% increase in click-through rates. (Forrester)
  8. 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.