Email has proven its resilience as one of the most effective means for businesses to connect with their customers and collaborate with their teams for over decades. It has stood the test of time and even survived many death rumors — as exaggerated as they were untimely. Ditto for the speculations that email marketing might be past its prime.
The truth is, email marketing is alive and kicking. And in fact, it is increasingly relevant for businesses in 2020. With the stay-at-home orders across the world forcing businesses and consumers to go virtual, email marketing has become one of 2020’s hottest trends.
Whether it’s about spreading awareness about COVID-19 precautions, putting email on the frontlines of employee communications, or improving the shopping experience of their customer’s businesses are increasingly relying on emails.
Along with email usage, email revenue is up as well, especially in ecommerce. As a digital marketer or a business owner, if you haven’t put your email marketing strategies to work yet, you need to get started at this moment. Still wondering why or how?
These email marketing stats will give you the push and help you see how other businesses are leveraging email to connect with customers and maximize their ROI.
1. More People Are Opening Emails after Covid-19 than Ever Before
Average open rates for emails have been up since March 2020, according to the findings from leading email marketing software, Campaign Monitor. This shows consumers still consider email to be the best place to receive brand communications.
Another study echoes the same sentiments. Litmus’ 2020 State of Email Report found that open rates for email increased by an average of 4.7% worldwide.
While people have often cited receiving too many emails as the top reason for unsubscribing, this year’s email marketing stats go against the grain to show consumers’ preference for emails. Partly, the reason could be that most brands are proceeding with caution and empathy — making sales secondary — to avoid alienating consumers.
2. Email Volume Is on the Rise
Email volume has been rising steadily over the years but has boomed in 2020. Nearly 54% of businesses expected to send more emails in the last year than ever before. And we did see that happening with inboxes flooding with COVID-19 prevention emails — and people were reading them.
3. There’s an Uptick in Email Engagement Too
About 80% of marketers have experienced an increase in email engagement over the past 12 months, according to HubSpot.
Studies also point out an increase in email newsletter engagement, especially those focused on health, fitness, law, government, and politics.
4. Email Marketing Is Effective in Brand Building
In a survey of 1,000 small business owners, email marketing emerged as the second most effective medium for building brand awareness. This email marketing stat is especially handy when you’re wondering if email marketing can be used for more than just pushing out brand communications and generating sales. The answer is a resounding yes, and here are a few tips to utilize email marketing for brand building purpose.
5. Email Marketing Brings Higher ROI and Conversion
59% of marketers agree that email marketing delivers the strongest ROI among all other channels. In fact, conversion rates for emails are higher than other marketing channels including search, social media, and direct traffic. A solid proof that email marketing can — and should — be used to convert buyers, on its own or in conjunction with other marketing techniques.
6. Personalized Emails Fetch Higher Transactional Rates
Personalized emails deliver up to 6X higher transactional rates than non-personalized ones.
When creating email marketing strategies for your business, it’s important to categorize different customer on the basis of their differences that go beyond their demographics. This will allow you to send personalized rather than generic emails, which not only helps to establish trust but is also more favored by people so it increases the click open rates of your email that much more significantly.
7. Marketers Are Opting for Personalized and Mobile-Friendly Emails to Improve Performance
According to HubSpot, email marketers believe message personalization to be the number one tactic to improve performance. The same study establishes mobile-friendly email as the second most effective email tactic.
Consumers also prefer to open emails with personalized subject lines. And, such emails enjoy a 50% higher open rate compared to those without personalized subject lines.
Yet, only 2% of emails are truly personalized, which indicates there’s ample of opportunity for you to delight your audience and drive results by simply personalizing your emails.
8. Subject Lines Make or Break Email Marketing
Email subject lines are often the difference between an email that convinces people to act and ones that languish in the inbox unopened, or worse, get tossed in the junk folder. These email marketing stats tell the incredible impact that subject lines can have.
- For 56% of brands, using an emoji in the email subject line has resulted in a higher open rate.
- Personalized subject lines provide a 50% boost in open rates.
- 47% of people open emails based on subject lines alone.
9. Email Segmentation Is Critical
Email segmentation improves engagement, and close to 30% of marketers use audience segmentation tactics for this purpose. Not only engagement, but email segmentation also has an impact on open rates. Segmented email campaigns witness 14.31% higher open rates than non-segmented ones. Marketers who use segmentation in their emails have also experienced a 760% increase in revenue.
The key takeaway from these email marketing stats is clear: Segment your campaigns.
10. People Love Hearing From Brands via Emails
Finally, if you’re wondering whether people really like to receive emails, here’s a bunch of stats that offer solid evidence that your audience wants to hear from you, and apparently, they prefer to do that via email.
- 99% of consumers check their inbox on a daily basis.
- 73% of millennials favor emails over other forms of brand communication.
- 59% of consumers agree that marketing emails influence their purchase decisions.
- More than 50% of consumers claim that they made purchases from a marketing email.
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Learn the Skills to Become an Industry-Ready Email Marketer Today!
As you’ve seen, it’s tough to ignore email marketing today. As the business focus on digital grows in leaps and bounds, it’s becoming a priority for organizations to develop effective strategies for every stage of the customer lifecycle — that’s where email marketing can offer an excellent competitive edge. By learning digital and email marketing skills, you can position yourself as a valuable asset for hiring companies. And, we can help you get started on that career path. Join Simplilearn’s Digital Marketing Course for free to get a head start. For more advanced learning, you can enroll in our Advanced Email Marketing Certification Training.