At Boost, we know that a coordinated email marketing campaign can truly drive success for your business. After all, as of 2017, there were 3.7 billion global email users, and by 2022, nearly five billion people will be using email. Ready to optimize your email marketing strategy? Here are 41 email marketing statistics for 2019 to help you focus your efforts.
When it comes to email marketing facts, 2018 was the year of the mobile device. 2019 promises even more of the same.
- Age and gender predict open rates, with younger mobile users and women opening mobile email more often than men. Overall, mobile email grabs 20 to 75% of opens.
- Email not optimized for mobile? Expect 80% of users to delete it.
- Device does matter: women convert more often on a tablet, and men on a cellphone.
- Young adults just want to be free (of desktops): 72.9% of 18 to 24-year-olds use their phones to check email.
- And so do some business professionals: 35% of them check email exclusively on their mobile device.
- More devices = more likely to click through. Customers who open an email on their phone and then on another device are 65% more likely to click-through to your offer or website.
- Mobile users are more obsessed: they check their email three times more often than non-mobile users.
- Email users are shifting: 80% of email users will access their email accounts via a mobile device by the end of 2018.
What makes customers click?
While persistence and consistency is key, there are certain features that make your customers more likely to click on a link.
- Videos: Increase click-through rates by 300% when you add video to your email.
- Emojis: Place these in the subject line for a higher open rate.
- Not too many pictures: Click-through rates decrease with every picture you add.
- Don’t ask for a handout. Your open rate will drop by 50% or more if you use the word “donate” in your subject line.
- Emails optimized for image blocking increase their ROI by more than 9%.
- Good timing: Send your email on a Tuesday for best results.
- Be the early(ish) bird: Highest click-through rates occur at 11 a.m. EST.
- Focus your emails with email segmentation. This practice of using information tailored to your customers’ wants, needs, and profiles (e.g., age and gender) results in 64% more email opens and 59.99% more clicks when compared to non-segmented email campaigns.
- Offer plain-text emails (as opposed to just HTML emails) for higher open rates.
- The industry with the highest email open rate goes to (drumroll): pet and animal services. Woof!
- Personalized emails bring in six times as many sales (but 70% of businesses fail to capitalize on this!).
B2B versus B2C: what’s the difference?
Who you send emails to is just as important as how they are opened and what they contain.
- B2B audiences rank email as the third most influential source of information after colleague recommendations and thought leaders in your industry (spoiler alert: emails can have those, too!).
- Email communication is favored by 86% of business professionals for business purposes.
- Even 73% of millennials prefer email for business communication.
- B2B email campaign click-through rates (CTRs) are 47% higher than B2C email campaigns.
- The majority of B2B marketers (59%) generate the most revenue through email.
- B2C retailers indicate that they retain more customers with their email marketing campaigns than with the next closest digital marketing strategy (social media).
Knowing how to craft an excellent email marketing campaign increases your email marketing ROI, but now down to the nitty gritty: who is buying, how much are they really spending, and is it worth it?
With an average ROI of 3,800%, email marketing statistics in 2018 and beyond point to specific customer behaviors and patterns of consumption. Here’s what you need to know.
- The actual rate of purchase is fairly low, with approximately 30% of U.S. retail email list subscribers making a purchase from an email list.
- However, those who do make a purchase after receiving an email spend 138% more than those who never got one.
- Even better, a welcome email before a purchase results in 320% more revenue per email than a simple promotional email.
- Offering a discount gets a 72% open rate, but a personalized subject line gets 10% less (62% open rate).
How you treat your customers through your email marketing campaigns is directly reflected in their buying behavior. Say hello first. You’ll be glad you did.
Other important email marketing statistics for 2018
- More small businesses use email marketing as a tool for sales (26%), than as a useful brand-building tool (7%).
- Looking for content to be shared (aren’t we all)? Email subscribers share content on social media three times more than customers in other channels.
- Opt-in: 77% of people prefer to get permission-based promotional messages via email (versus direct mail, text, phone, or social media).
- People check their email all the time. Whether they are watching TV (69%), lounging in bed (57%), or on vacation (79%), checking email occurs in every part of our day.
- Opt-in rates are highly variable and can range from 1% to 15% or more. Squeeze pages can get up to 25% opt-ins!
- Some consumers want a once-weekly promotional email (61%), and others want even more (38%).
- Your email has to grab your customers quick. 84% of people 18-34 use an email preview pane to screen offers.
- If you send too many emails, you risk losing 78% of your subscribers (seems like no more than two a week is the sweet spot).
- If your subject line says “urgent” or “alert,” open rates increase.
How businesses use this data
Here is how businesses have been using email marketing statistics in 2019 to increase business.
- Increasing click-through rate is the top priority for 54% of email marketing campaigns.
- Despite this, only 15% of email marketing companies monitor click-through rates.
- Another 23% integrate websites and emails to track customer behavior after the click.
It’s not enough to set up an email campaign and let it ride. A successful email marketing strategy includes tracking click-throughs, opt-ins, and customer behaviors on your website after they read your email to better tailor future emails.
Boost does the email marketing statistics legwork and analysis so you don’t have to. We use data-driven best practices to produce results. Get in touch today to see how we can help you grow your business.