Email remains the highest-performing marketing channel, excelling in ROI, lead generation, and content distribution. With nearly 70% of businesses incorporating email into their strategies, it’s clear that email is a central pillar of digital marketing.

From personalized outreach to automated journeys, here’s a look at how businesses are maximizing email’s potential in an increasingly crowded digital market.

Let’s get started!

Top 10 Email Marketing Statistics

  1. Email as a Top Channel: Email marketing delivers an average ROI of $42 for every $1 spent (DMA, 2020), making it one of the highest-ROI marketing channels.
  2. Personalization Boosts Engagement: Personalized email subject lines increase open rates by 26% (Campaign Monitor). Additionally, segmented and targeted emails generate 760% more revenue than non-targeted emails (Campaign Monitor).
  3. Automation Drives Conversions: Automated emails have 119% higher click rates than standard broadcast emails (Epsilon), and B2C brands see conversion rates as high as 50% with automated email marketing (eMarketer).
  4. Consumer Preferences for Email: 52.7% of consumers check their personal email more than 10 times daily, making it the preferred communication channel for brand updates (Campaign Monitor).
  5. Impact of Segmentation on Revenue: Businesses that use segmented email campaigns see a 14.31% higher open rate and 100.95% higher click-through rate compared to non-segmented campaigns (Mailchimp).
  6. Email vs. Other Channels: Compared to outbound marketing, social media lead-to-close rates are 100% higher (HubSpot), and email is still the most effective at driving conversions.
  7. Importance of Relevant Content: 74% of marketers report that targeted personalization boosts customer engagement (eConsultancy), yet 70% of brands still don’t personalize their emails (Pure360).
  8. Power of Triggered Emails: Welcome emails drive 320% more revenue per email than other promotional emails (BlueHornet). Birthday emails also boost conversion rates by 60% compared to standard promotional emails (ClickZ).
  9. Preference for Email over Social Media: 80% of consumers say they prefer email for receiving brand updates over social media (Statista), reinforcing email’s importance in customer retention.
  10. Consequences of Mistargeted Content: 94% of consumers take action when receiving irrelevant content, including 68% who delete emails and 54% who unsubscribe (Janrain and Blue Research).

Email Marketing 2019

In research by The Manifest, almost 70% of businesses use email marketing as part of their campaign strategy. Other key findings include:

  • Among businesses that participate in email marketing, most send marketing emails either daily (32%) or weekly (41%).
  • Businesses send a variety of emails, but product/company updates (69%), promotional emails (69%), newsletters, (68%), and event invitations (65%) are the most popular.
  • When asked about their main goal for email marketing, most businesses want to grow and retain their customer base (29%) or increase engagement (22%).

Business Email Goals 2019

Personalization and Segmentation

Email marketing has been around for a while, and it’s widely known that sending out mass email blasts usually doesn’t work well.

However, breaking down your lists and using personalization can be much more effective than you think. For instance, just adding a personalized greeting can boost transaction rates by six times, yet 70% of brands still do not personalize their emails.

Take a look at some of these other compelling statistics:

  • 74% of marketers say targeted personalization increases customer engagement. – eConsultancy
  • Only 39% of online retailers send personalized product recommendations via email. – Certona
  • Emails with personalized subject lines are 26% more likely to be opened. – Campaign Monitor
  • 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. – DemandGen
  • Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor

To personalize your email campaigns, you need data in order to understand your customers. However, according to research by Janrain and Blue Research, 96% of consumers say they receive mistargeted information or promotions. The repercussions can be costly, resulting in lost customers and a big hit to the bottom line.

According to the research, consumers stated that types of mistargeting include:

  • 71% have received, “An offer that clearly shows they do not know who I am.”
  • 51% have received, “Mixed info across different methods of communication.”
  • 41% have seen, “‘Mistakes made about basic information about me.”

Consumers expect brands to know them and are quick to act when they receive mistargeted and inconsistent communications. 94% of consumers have taken one or more of these actions:

  • 68%: Automatically delete emails
  • 54%: Unsubscribe from emails
  • 45%: Categorize emails as ‘junk’ or ‘spam’
  • 29%: Are less likely to buy products
  • 13%: Visit website less frequently
  • 10%: Never visit website again

Brands must collect data at every touchpoint such as loyalty clubs, transaction history, web forms, social channels, etc. Most brands have data such as full name, phone number, address and purchase history on file.

Consumer Data CRM

These first party data sets should be cleaned to correct data errors and also enhanced with third-party data sets to fill in missing information and append rich insights such as lifestyle, interests, shopping preferences, and more. Consider adopting a customer data platform to integrate these data sets, keep data fresh and develop a consistent customer view.

Automated Email Journeys

Triggered emails are a key component in communicating relevant messages at the right time with your customer-base. Sending triggered emails based on a consumer’s behavior is effective for both acquisition and transforming customers into loyal brand advocates.

Check out these stats on the effectiveness of email marketing automation:

  • Automated emails get 119% higher click rates than broadcast emails. (Epsilon)
  • B2C marketers who connect with customers through automated emails see conversion rates as high as 50%. (eMarketer)
  • Relevant emails drive 18x more revenue than broadcast emails. (Jupiter Research)
  • Retailers who send a series of welcome emails see 13% more revenue than those who send just one. (Internet Retailer 500)
  • Birthday emails can lift conversion rates by 60% over non-birthday emails with the same offer. (ClickZ)

While many brands are very familiar with welcome emails or order confirmations, email automation must be holistically integrated throughout the journey to increase conversions and boost retention.

Consider these examples of customer journeys to engage with consumers at different points across the customer journey:

Engagement/Brand Awareness

  • Welcome
  • Birthday
  • Re-Engagement
  • Engaged Non-Buyers
  • Profile Updates

Cross-sell/Upsell

  • Abandoned Cart
  • Abandoned Browser
  • Next Best Offer
  • First Order

Acquisition

  • Purchase Intenders
  • Competition Conquests
  • Top Tier Look-alikes
  • Life Event ACQ

Nurture/Purchase Oriented

  • Nurture
  • Renewal Reminder
  • Loyalty
  • VIP
  • Thanks for Purchase

More than half (52.7%) of consumers surveyed in research by Campaign Monitor check their personal email account more than 10 times a day, and it is by far their favorite way to receive communication from brands.

Compliance and Data Privacy in Email Marketing (Statistics)

  1. Consumer Trust & Privacy: 74% of consumers feel frustrated when website content (including emails) isn’t tailored to their interests or concerns regarding privacy (Accenture).
  2. GDPR Impact: Since GDPR’s implementation, 41% of companies report that email list growth has slowed, but engagement rates have increased as a result of stricter opt-in requirements (DMA, 2020).
  3. Consumer Opt-Out: 57% of consumers are willing to share personal information in exchange for personalized offers, but they expect companies to secure their data (Salesforce).
  4. Financial Penalties: Fines under GDPR for improper email data handling have risen sharply, with total fines exceeding €275 million since its inception (European Data Protection Board, 2021).
  5. Transparency and Trust: 90% of consumers are more likely to trust companies that show transparency in how they handle and use personal data, impacting brand loyalty and email engagement rates (Cisco’s Consumer Privacy Survey, 2021).
  6. Email Unsubscribes Due to Privacy Concerns: 59% of consumers unsubscribe due to privacy concerns or unclear data policies, indicating a need for clearer privacy information in email communications (Statista, 2022).

AI in Email Marketing Statistics

  1. Personalization Boost: AI-driven personalization leads to 41% higher click-through rates for email marketing campaigns (eMarketer, 2021).
  2. Content Creation & Automation: 82% of marketers report an improvement in campaign efficiency and engagement rates after incorporating AI-driven tools for automated subject line generation and email content creation (Salesforce, 2021).
  3. Send-Time Optimization: AI-powered send-time optimization increases open rates by an average of 13%, ensuring emails are sent at the best possible times for individual recipients (Mailchimp, 2021).
  4. Predictive Analytics: Predictive analytics tools powered by AI help identify likely responders, leading to 20% higher conversion rates in email campaigns (HubSpot, 2022).
  5. A/B Testing: AI-driven multivariate testing speeds up the A/B testing process by 68%, allowing marketers to optimize campaigns in real-time based on early performance data (Gartner, 2021).
  6. Churn Reduction: Using AI to identify and re-engage at-risk subscribers has reduced churn rates by 32% for brands leveraging predictive re-engagement strategies (Adobe, 2022).

Wrapping Up

Email is a highly effective tool and the foundation of today’s omnichannel marketing strategies. While this makes email more challenging to stand out in a crowded marketplace, using tried and true techniques to make your emails stand out will go a long way in driving conversions, loyalty and strong revenue.

Email marketing continues to offer unparalleled opportunities for engagement, retention, and revenue generation.

Want to speak with someone? Quickly schedule time with one of our representatives here: https://calendly.com/v12data-rob/15min

You may also visit our website at https://www.v12data.com/v12-email/ or click the link below for additional information.

Read more: