Email Marketing Statistics Every Business Owner Should Know

socialmedia
7 min readFeb 10, 2021

People use emails to connect with friends and relatives. Businesses use it to connect with their customers.

Photo by Stephen Phillips — Hostreviews.co.uk on Unsplash

As a business owner, you should know the importance of keeping things on budget when it comes to marketing. The last thing you want to do is invest your money or time in the wrong direction.

But with email marketing, you have little risk of that happening. Why?

Because email marketing is one of those marketing methods that has stood the test of time. Business owners of all sizes have leveraged it over the years to reach out to their target audience and increase their sales numbers.

However, the question is, do we have any reliable email marketing statistics to back up these claims?

Of course! And being a business owner, it’s important that you are aware of these email statistics. It allows you to confidently invest in email marketing to grow your business.

Also, if you are handling the marketing side of your business, you will need to have the know-how of the major email marketing statistics. They will help you justify your costs and see the real value in email marketing.

Before we get into many of the proven email marketing statistics, it’s worth knowing that email marketing works better than any other digital marketing method out there. Because it is known to fetch you a 4,400% return on investment, which is huge.

Email Marketing Statistics

Email List Segmentation Leads to Lower Unsubscribe Rates

When Lyris, Inc. surveyed email marketers that use list segmentation, they found that the majority of them saw an increase in their average open rates and even lower unsubscribe rates.

According to another study conducted by MailChimp, segmented email marketing campaigns can increase the open rate by 14.65% when compared to non-segmented campaigns. They also found list segmentation boosts the click-through rate by a whopping 59.99%.

Of all the email marketing statistics, this one just goes on to show the importance of segmenting your email list in the best possible way. The main reason why segmented emails work so well is they are highly relevant. These emails are tailored to each subscriber based on critical data such as:

  • Age
  • Gender
  • Location
  • Behavior
  • Interests
  • Life cycle stage

The whole idea behind sending segmented emails is to avoid sending generic emails to everyone on your email list.

The content that you send to your subscribers has to be useful and relevant to their needs/wants at all times. If you insist on sending emails that are irrelevant, subscribers will eventually get fed up and leave your list or maybe even send your mail to the junk folder.

If you look at other email marketing statistics as to why emails are not working for some marketers, you’ll find that one of the reasons is lack of relevance.

According to MarketingProfs, more than 40% of marketers that use email marketing automation ignore sending targeted email messages. And less than 5% of them use layered targeting, which is a mistake.

What does this tell you? Succeeding with email marketing is becoming harder and harder for brands that are sending out generic emails without any intelligently segmenting their email list. If you want to add relevancy to your email marketing and boost your email engagement rate, then you will have to send emails that are hyper-targeted.

If you look at your own inbox, you’ll find that the best emails are the ones that are targeted specifically to you. It shows that these companies/brands care about you and your interests. And that’s why email marketing is working for them.

Remember, it’s okay to send out promotional emails to your whole list from time to time. But do take advantage of list segmentation consistently.

Open Rates for Personalized Emails Average 18.8%

In a study conducted by Statista, it was found that personalized emails fetch 18.8% more opens than non-personalized emails, which only get 13.1%.

In another research carried out by Experian Marketing Services, they discovered that personalized email subject lines helped get 26% higher unique open rate, with travel companies seeing the most benefit from it.

In yet another email marketing stats study done by Aberdeen Group, they found that email messages with personalized subject lines were responsible for improving the average click on CTAs by 14% and conversion rates by 10%.

It was supported by research done by HubSpot saying emails that have the recipient’s first name on the subject line garner higher email open rates and CTR than emails that don’t. It’s a great way to tell your customers that this message is completely about them. It helps your message to stand out from the rest of the emails in their inbox that will eventually help with your email marketing ROI. And if you’re using an email automation tool, then this should be easy.

Personalization has always been a topic of discussion in email marketing circles. Over the years, multiple studies have proven the power of personalized emails. Today, not personalizing is an email marketing mistake that you cannot afford to make.

59% of B2B marketers say email is their most effective channel in terms of revenue generation

According to Emma Marketing Software, 59% B2B marketers claim email has proven to be the best marketing channel when it comes to generating more revenue.

Let’s face it; the reason you’re using email marketing is so that you gain more business. Getting your emails opened and having your subscribers click on your links is great. But these are only vanity metrics if you’re not experiencing a higher revenue in an increase in your transaction rates.

An email has time and again proven to be a good mode of communication to convey your marketing messages and boost revenue. It’s no surprise that businesses that successfully use email marketing see it as a channel with the highest potential to drive revenue.

If you’ve tried email marketing in the past, you know it requires a bit of trial and error, especially if you are new to it. So if you are looking to increase revenue and achieve a better return on investment from your email marketing efforts, you need to focus on improving your conversion rate.

Here are a few things you can do to ensure you’re converting more of your email list into revenue:

  1. Send your email newsletter traffic to a dedicated landing page (applies to both old and new customers), instead of sending people to your homepage or a page with multiple offers.
  2. Use a solid call-to-action that actually pushes readers to take action. Give them a reason and a benefit to doing so.
  3. In order to send the right offer to your email list, test multiple offers and gauge the response of your subscribers. See which of the offers motivates them to hit the buy button.
  4. Last but not least, increasing revenue with email is a long-term game. So focus on building long-term relationships with your subscribers. That’s how you get a good return on investment — without being impatient.

Email is the third most influential source of information for B2B audiences

Imagination Publication reported the email as the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders.

Could that be one of the reasons why 93% of B2B marketers leverage email marketing?

If you look into all the popular email marketing statistics, this one is a no-brainer. If you own a business and want to build a solid brand, you need to build influence. That’s how you gain customers. Or rather customers that want to spread the word about your brand. And email is a great way to do that.

Now, this is a no-brainer. If you own a business and want to build a solid brand, you need to build influence. That’s how you gain customers, or rather customers that want to spread the word about your brand.

Having a solid email marketing strategy where you really care about your prospects/customers and strive to give them real value goes far. It gives you the permission to reach their inbox and connect to them on a higher level. In exchange, they give your brand the respect it deserves, which makes you more influential in your niche.

People like learning from trusted sources when it comes to gaining information. The two factors that rank above email — colleague recommendations and thought leaders — are in themselves sources of quality information. Most people are in fact influenced by them because they trust them.

Having email come third after these two super-reliable sources says that it’s a great medium to build solid relationships that are based on trust, and actually sell more of your products and services.

The keyword here is trust, which is required to create relationships that help you bring in business again and again. In order to ensure your building trust at every step, make sure you:

  1. Send emails that are not centered around your brand or product. Make them customer-centric because that’s how you’ll win their trust. The more you make it about them, the easier it will be for you to convince them to invest in your brand and feel connected.
  2. Focus on nurturing your leads and giving amazing value to your existing customers with the help of email. There’s no use rushing to make the sale as it’s only going to backfire.
  3. Send them a variety of information that sets you apart from the competition and establishes your thought leadership. Don’t just stick to sending the same old generic tips. Give them advice that you would give to a friend.
  4. Avoid turning your emails into sales pitches. Rather, make them into pieces of content that your subscribers are proud to read and share with others. Your products and services obviously solve a few pain points; create content around them.

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