Even though desktop traffic for all businesses is rapidly declining, email still remains a vital part of all marketing strategies.

Contrary to common belief, people are consistently checking their emails – whether it is on the desktop or on their mobile phones. Regardless of the profession or industry they are in, people check their email addresses on a daily basis. The reason why even the most popular digital trends, haven’t been able to displace email marketing in totality.

The reason?

Email marketing is by far the best channel to directly reach out to your target customer (prospect) or an existing customer with a value proposition. And even if the he doesn’t open the email to read what you are offering, you can be rest assured that if your subject line was compelling enough, it would have captured his attention.

The total number of email accounts across the world, are expected to increase to over 4.3 billion accounts by 2016 year end. (Radicati Group)

Another reason why email marketing is still an effective digital marketing trend, is because all other digital platforms are way too cluttered. Think of the innumerable social posts and ads brands make to reach out to their target market – it is almost impossible to be able to have a one on one conversation with your prospect.

Even though email marketing has been around for a considerable amount of time, marketers today are all set to face some challenges this year:

email marketing graph


But since email marketing will continue to trend nevertheless, here are a few statistics marketers need to keep in mind this year while creating their marketing strategies:

Emails on mobile devices

Starting with the rising technology – mobiles, here are a few important statistics that marketers need to keep in mind:

  • Nearly 41% of emails are read on mobile devices. (Campaign Monitor)
  • 75% of Gmail users access their accounts via mobile devices. (TechCrunch)
  • About 23% of mobile users reopen a sent email. (Campaign Monitor)
  • The number of smartphone subscribers is growing at a 20%+ rate. (TechCrunch)
  • Mobile users who reopen an email are 65% more likely to click through. (Campaign Monitor)

Engagement on emails

Considering the above statistics and the mobile usage, the engagement rate on emails is a lot higher than on other marketing campaigns. Here are a few statistics on email engagement:

  • Email marketing drives more conversions than any other marketing channel including social media and search. (Monetate)
  • Email is 40 times more effective in acquiring new customers than social giants like Facebook or Twitter. (McKinsey)
  • About 81% of online shoppers who receive follow emails suggesting similar products, are more like to make a purchase. (eMarketer)
  • 72% of people prefer receiving promotional content via email instead of social media. (MarketingSherpa)
  • Email subscribers are 3 times more likely to share your content in their circles compared to other sources. (QuickSprout)
  • Including a call-to-action in your email than a text link can increase conversion rates by almost 28%. (Campaign Monitor)
  • A message is 5 times more likely to be seen and read in an email than via Facebook. (Radicati)
  • Sending four emails in a month can significantly increase the open rate as compared to one. (Email Deliverability 101)

email marketing statistics mobile


Personalization in emails

The hyper informed generation of today no longer accepts a broadcasted sales pitch. The value proposition from a business needs to be delivered at the right time and has to be 100% contextual. Here are a few statistics marketers need to keep in mind for personalized emails:

  • 74% marketers claim that targeted messaging and personalization of emails improves customer engagement rates. (eConsultancy)
  • Personalized email messages get an average of 14% click throughs and 10% conversions. (Aberdeen)
  • Personalized emails deliver 6 times higher transactional rates. (Experian)
  • 50% of companies think an increase in personalization can increase the interaction within an email. (Experian)
  • Segmented, targeted and personalized emails generate 58% of total business revenue. (DMA)

Email marketing ROI

Having spoken about how effective email marketing still is for businesses, here’s taking a look at the ROI it is able to generate when executed well.

  • Email marketing has an ROI of 3,800%. (DMA)
  • 60% of marketers use conversion rates to evaluate an email campaign’s effectiveness. (DMA)
  • The average order value of an email is almost three times higher than that of social media. (McKinsey)
  • For every $1 spent, email marketing generates about $38 in ROI. (Campaign Monitor)
  • 77% of email ROI comes from segmented, targeted and action triggered campaigns. (DMA)
  • About 29% of marketers look at their ROI metrics to gauge the effectiveness of their email campaigns. (DMA)

Wrapping it up

All the above statistics have probably convinced you already how important email marketing is going to be this year. Here are a few posts we wrote that will get you perfectly set to execute some kick ass email campaigns this year:

Got any tips for email marketing? Feel free to drop your suggestions in the comment section below! 🙂

Like this post? Share it!


Vanhishikha Bhargava

Content Marketer at Exit Bee. Most of the times found trying to create compelling copies for blogs and digital campaigns, keeping a watch on what's happening on social media or ranting on Twitter. At all other times, not found.

read more