10 Email Marketing Stats To Prove Your Point

As a marketer myself, now and then I need some email marketing stats to prove my point, whether it's writing content or standing my ground with a marketing strategy.

I know all too well how hard it can be to find the exact statistic you need.

So for the next time any of you digital and email marketers need to explain your email marketing practices, methods, or ROI, take a quick look at these 10 email marketing stats to prove your point.

1. Email is the best funnel to distribute content.

To date, email still remains one of the most effective marketing funnels.

If the first stat wasn't enough, you could tell them that 59% of customers say marketing emails influence their purchase decisions.

If you need convincing yourself, did you know that bloggers who earn over $50,000 per year are more than 2x as likely to focus on email marketing technology compared to less-successful bloggers?

Emails are now part of our daily lives. Marketo estimates that checking email is the #1 activity on the internet, with 94% of internet users getting online for this reason alone.

2. Email marketing's greatest value: High ROI!

If you were looking for a stat that would prove that the power of email still exists, this is it.

We know that social media (ads) are a popular option for brands to generate revenue, but the fact remains that email is far from dead. According to the survey, workers between ages 25 and 34 spend 6.4 hours a day checking their email. Unlike social media, more than a third of this age group regularly check their email before they even get out of bed.

Let's not forget that email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter. This doesn't mean throwing out social altogether. What it does mean is that using a mixture of social media and email can help to increase your lead generation and sales.

But using emails won't guarantee a fast track to success. 29% of marketers look at ROI metrics to evaluate email effectiveness. You'll need to put thought into your email design, copy and subject line, not to mention A/B testing to find your own secret sauce to email success.

3. Data collection makes or breaks your emails.

How you collect and store your data for future use can help your business to meet monthly KPIs target, drive sales, and retain customers. Without the proper set up to collect relevant information from your customers, it can put you at odds with how well your subscribers will receive your email.

When you send an email, you’re not face-to-face with a customer, the truth is you don't know who is at the other end of that screen. With data collection, you'll be able to build a buyer persona that helps you to create emails that your readers will actually want to read.

For example, you might be planning to send an email on how to take your multi-billion dollar company to the next level.

But hold on!

Your data collection shows that you have a list filled with mainly start-up SME companies.

How likely do you think your email click-through rate and conversions will be what you want them to be?

A few email subscribers might open and read it out of curiosity, but any product or CTA won't get any attention because there's a deep disconnect between the audience your content.

How Do You Collect Customer Data?

You can collect data about your email subscribers on a voluntary basis with opt-in forms placed on your website and content. This can range from:

  • Name & Email
  • Business titles
  • How many employees the company may have
  • Industry & Niche
  • Management level

Wishpond's simple drag-and-drop editor makes it easy for any marketer to create amazing popups, without the need for design or programming knowledge.

As useful as popups are, if they aren’t well constructed, timed properly or worded correctly, then you may end up losing conversions on your site instead. Try to avoid these 7 Website Popup Mistakes That Are Hurting Your Conversion Rate.

4. Personalized emails help to increase sales

Personalized emails are emails tailored to the emails readers combining their data and needs. It can be as simple as adding {First Name} or as advanced as showing items they previously browsed online in a shopping cart abandonment email.

According to the Smarterhq Privacy report, 72% of consumers claim that they will ONLY engage with marketing messages that are tailored to their interests — making personalized emails crucial to your email marketing strategy. We live in an era where the customer wants to feel like the most important factor in your sales pitch.

If you're still not convinced about the effects of using personalization in your emails, why not try creating personalized subject lines for your next email. Lifecycle Marketing found that emails with personalized subject lines generate 50% higher open rates.

5. GIF emails are the new norm

The percentage of emails containing GIFs rose from 5.4% in 2015 to 10.3% in 2016.

Using GIFs in emails is now a go-to tactic for experts in email marketing campaigns.

via GIPHY

A GIF helps you to clearly and effectively deliver your content's message without the use of heavy text or CTAs.

GIFs, in my opinion, tend to do better with a product and an exclusive offer email. They draw the eye’s attention and create a sense of urgency and engagement.

We're so used to seeing plain text emails that when something as vibrant as a GIF pops up after clicking the subject line, it grabs the reader's attention easily.

Key things to note when you're adding a GIF to your email is that regardless if you reuse or create one of your own, the size of your GIF can slow down your email’s loading speed, especially on mobile. Try to reduce the size for your animated GIF to less than 0.5 MB or max 1 MB

Two tools that do an excellent job at creating GIFs, especially for beginners, are Photoshop and Canva.

6. Always consider mobile email marketing.

Adopting a mobile-first mentality can help to boost your open and click-through rates.

Any marketer knows that responsive design should always be considered when crafting an email for success. Litmus found that mobile opens accounted for 46 percent of all email opens.

And as of 2018 once you send an email around 49% of all emails are opened on mobile devices (PDF).

Here are five things to consider for a mobile-friendly email:

  • Optimize your subject lines for mobile. Most email providers cut off subject lines that are more than 35 characters. If your subject line is "Experts’ Tips to Boost Your Email Subject Lines,” your mobile subscriber will only see, "Experts’ Tips to Boost Your Email,"

Since subject lines are the gatekeepers of any email, you have to make sure that the first 35 characters persuade your readers to open your email within seconds.

  • Keep your email copy short and concise, even if it's a heavily designed HTML email.

  • Have mobile friendly email templates (yes, these will differ from your desktop designs.)

Avoid using large images. This will affect your mobile email's loading speed. People have shorter attention spans when using mobile when compared to desktop because mobiles are often associated with instant access and use.

Keep your CTA to about 44x44 Pixels. Remind your design team about this so that your CTA is easily seen and isn't cut off in the mobile version of your email.

  • Add a pre-header: if it's hard to avoid a long subject line, you can place the topic in the pretext to help the reader learn about the email.

7. Segmentation is worth the work.

Email segmentation is done by creating sub-list from your main list based on given criteria. Let's say that you have a beauty email subscriber list; you can create a segmentation based on subscribers who only purchase mainly skincare products and subscribers who have only shopped once at your store.

Segmentation allows you to meet your marketing goals faster. According to marketing specialist Jordie van Rijn, 77% of ROI comes from segmented, targeted, and triggered campaigns.

But as good as email segmentation is, not many marketers take the time to create a comprehensive email listing and even fewer segment their lists.

Maybe you don't want to sort through your long list of subscribers, but whether you're thinking of implementing basic or advanced segmentation, starting now is better than never!

A good place to start is to differentiate between current and new email subscribers. Expert email marketers know that a brand should treat their new email subscribers differently from current email subscribers and inactive subscribers. Each needs messages tailored to their needs:

  • A new subscriber needs to be contacted immediately after subscribing. They need a welcome email and introduction to your brand.

  • Current subscribers need updates and regular emails. People get between 5-30 emails daily; brands, business, and even from your competitors. You need to be at the top of the list and forefront of their mind.

  • Inactive subscribers (people who haven't opened an email or competed for action on your emails) need to be sent offers and deals to reel them back in. The last thing you want is to lose a potential customer in your email marketing funnel.

Email segmentation doesn't have to feel like one big headache. Instead, use this Complete Guide to Lead Segmentation.

8.Email automation is a brand's best friend.

Instead of sending off one email at a time, you can easily create an email marketing campaign with automation.

This means writing a series of emails that will be automatically delivered to your email list — going even deeper your email's segmentation and email automation can work hand in hand.

With automation, you can also control what triggers the email, what time it should be sent, and time management, so you're not writing emails daily.

Take a look at these 6 Best Triggered Email Marketing Campaigns and see how they successfully use email automation.

9. AI & Email Marketing is the future

As time goes along, more marketers are considering incorporating AI in some shape or form in their email marketing strategy.
Infographic: 4 Positive Effects of AI Use in Email Marketing | Statista You will find more infographics at Statista

If you're new to artificial intelligence in marketing, it's simply machine learning, pairing customer data with a marketing end goal.

AI relies on a substantial amount of data to be fully effective as it listens, learns, and responses. In email marketing, AI technology helps analyze consumer behavior and generate data-driven insights, allowing you to create customized emails that are tailor-made for each reader rather than a one-size-fits-all approach.

It's pretty much A/B Testing on steroids. Instead of just testing to see what works, an AI email marketing software can pick up trends, email triggers and make predictions based on ROI and customer behavior, allowing you to see things you might have missed with A/B Testing.

This is just the tip of the iceberg; the more you use AI in marketing, the more your perspective on Artificial Intelligence's Growth will begin to change.

Interested in sampling or finding AI tools that could work for you? Take a look at these 50 Must-Have AI Software Tools For Marketers

10. Email subject lines are your gatekeepers.

The defining factor that affects your open rate is your subject line. Before subscribers can read your email, your subject line needs to entice them to click on it.

You can break down subject lines into a precise science, but let's not get too detailed. Here are four tips and stats that can help you to write better headlines:

*7 Words or Less. Sendgrid found that seven words is the most common subject line word length (14.0% of them), While three words (1.6% of them) gets the highest engagement rates.

*Emails with personalized subject lines are 26% more likely to be opened. Just adding your subscriber's first name can help to increase your open rate, proving once again how simple yet effective personalization for email marketing can be for your brand.

*Treat your subject lines like headlines. To be fair, subject lines are a form of headlines; their main job is to attract attention to your content.

You can also try these 23 Email Copywriting Tips to Skyrocket Conversions.

The Rundown

Here are 10 email marketing stats to prove a point:

Each of these stats proves how crucial effective email marketing practices are for your email marketing campaign to get you the returns you need.

Think I missed a stat that should be up there? Drop it in the comments -- I’d love to know.

Written by Victoria Taylor

Victoria is a Marketing Generalist at Wishpond specializing in all things digital marketing and social media marketing. In love with blogging and Taco Tuesdays. Follow her on Twitter @vicknwsbest.