Based on ROI alone, email marketing has a strong claim to being the best online marketing channel. You typically get around $38 back for every $1 spent. But that figure is often the only statistic people know, and it only tells part of the story. Here are ten email marketing stats that give you a fuller picture of why the channel keeps delivering.
Transactional emails get 8x more opens and clicks on average than other email types, and typically generate 6x more revenue., Experian
56% of companies now use an email marketing provider. Adoption has grown steadily as the channel has matured., VentureBeat
Around 53% of emails are opened on mobile devices. Mobile has reshaped how people read email, and subject lines and preview text matter more than ever because of it., Campaign Monitor
In 2015, 75% of Gmail's 900 million users accessed their accounts via mobile. That shift has only continued since., TechCrunch
Personalised emails improve click-through rates by 14% and conversions by 10%. When recipients feel an email is relevant to them, they act on it., Aberdeen
Emails with personalised subject lines are 26% more likely to be opened than generic ones. A name or a relevant detail in the subject line makes a measurable difference., Campaign Monitor
72% of people prefer to receive promotional content through email, compared to 17% who prefer social media. The inbox is where buying decisions get made., MarketingSherpa
Marketers have recorded a 760% increase in revenue from segmented campaigns. Sending the right message to the right segment is one of the highest-return moves in email marketing., Campaign Monitor
Worldwide email accounts were projected to exceed 4.3 billion by end of 2016. The addressable audience for email dwarfs any single social platform., Radicati Group
Employees spend an average of 13 working hours per week in their email inbox. Your audience is already there. The question is whether your emails are worth their time., McKinsey & Company
These figures give you solid ground to stand on, whether you're making an internal case for email investment or explaining the channel's value to a client.
Frequently asked questions
- What is the average ROI for email marketing?
- On average, email marketing returns around $38 for every $1 spent, making it one of the highest-ROI channels in digital marketing.
- How much more revenue do segmented email campaigns generate?
- Marketers have recorded a 760% increase in revenue from segmented campaigns compared to non-segmented sends, according to Campaign Monitor.
- What percentage of emails are opened on mobile devices?
- Around 53% of emails are opened on mobile devices, which is why mobile-optimised design and strong subject lines are essential.
- Does personalisation in email subject lines actually improve open rates?
- Yes. Emails with personalised subject lines are 26% more likely to be opened than generic ones, according to Campaign Monitor research.