8 Email Marketing Statistics to Know Heading into 2020


The end of the year is almost here.

So what does that mean for your email marketing strategy?

Every year, more marketing experts assume that we’re moving gradually ever-closer to a world where email marketing will no longer be relevant.

However, the chances are that you can count the number of people you know without an email address on one hand.

According to the Radicati Group, around half of the world’s population is using email as of this year, and that number is expected to keep growing to around 4.3 billion users in 2023. On top of that, according to Pew Research, 92% of the adults in the US that use email check their accounts every day.

So, what does this mean for your business?

Well, understanding the email marketing statistics that are shaping the promotional world around us makes it easier to determine what really impacts your audience these days.

The more you know about the marketplace and your position in it, the higher your marketing results become.

Here’s your guide to the top marketing statistics you should know in 2020.

1. 82% of Marketers Use Subject lines with 60 Characters or Less

According to an AWeber analysis of 1,000 emails from 100 top marketing pros, 82% of experts use subject lines with no more than 60 characters. The survey also found that subject lines are around 43.85 characters long on average.

So, what is this telling us about the state of email marketing?

Simple. Your readers don’t want to see their inboxes cluttered up with complex subject lines and messages. If you want to capture your audience’s attention in today’s fast-paced environment, then you’re going to need to keep things short and sweet.

That’s particularly true in an age where people are viewing more content than ever from their mobile devices, which takes us to our next statistic…

2. 56% of Emails Are Read on iPhones

The IBM 2018 Marketing Benchmark report found that half of all email opens are happening on smartphone devices. Interestingly, depending on your industry, your number of smartphone viewers could be even higher.

Device usage

Source: IBM

To offer further insights into exactly where your customers are looking at their emails, Litmus also performed an analysis of emails during 2018 and found that the iPhone is one of the most popular devices by far, while Gmail is the most popular email client.

This knowledge informs email marketing teams that the content they create needs to be specifically tailored to the requirements of iPhone users and even Gmail fans. For instance, offering a limited-time deal to your customers could dissuade them from using the popular “snooze” function on the emails that appear in their Gmail inbox.

In 2020, the key to success will lie in knowing how to connect with your audience on the platform that they choose.

3. Americans Receive Around 126 Emails Per Day

You know that your customers are overwhelmed with content from other companies – but just how busy are their inboxes? According to Radicati, by the end of 2019, each user will be receiving around 126 emails per day.

The report also highlights the potential for around 246.5 billion emails to be sent per day by the end of 2019, showcasing the fact that email traffic has increased drastically over the last four years.

daily email traffic

Source: Radicati

If you’re wondering what this means to your email marketing strategy, it merely suggests that companies are going to have to work harder to convince audiences to let them be a part of their inbox. As the marketplace becomes more saturated, you’ll need to think about how you can get your audience to opt-in and stay connected to your emails.

4. Half of all Marketers Aren’t Impressed by Their Email Campaigns

How happy are you with the campaigns you’re using to attract and delight your audience?

According to Smart Insights, less than 60% of companies say that their email campaigns are actually “successful.” Additionally, more than half of companies say that their efforts are either “very poor” or just “average.

If you’re not happy with the quality of the emails that you’re sending, now is the time to ask yourself why that is. For instance:

  • Have you A/B tested your latest content? What’s working with your new emails, and what isn’t? What can you change to drive better results?
  • Are your emails correctly personalized? Are you speaking your customer’s language, or just trying to connect with as many people as possible?
  • When’s the last time you updated your segments? Maybe you need to take a closer look at your customer personas?

Simple changes like experimenting with new content or better segments can transform your entire campaign. For instance, a little video in your email can improve your clickthrough rates by 300%. You can even boost your chances of success by investing in something simple, like a basic GIF rather than an entire video.

Converse email gif

5. People in Loyalty Programs Spend 13% More Per Year

There’s a reason why maintaining your customer’s loyalty via email is a good idea. An email-based loyalty program can keep people informed of what your brand has to offer and even encourage them to spend more. Email-based loyalty programs can help your customers to further expand the potential of your website and brand by asking them to refer their friends and loved ones too.

Interestingly, according to National Retail Solutions, the referred loyalty customers that come from your existing clients not only expand your customer base rapidly, they also spend an average of around 13% more over the course of a year.

The study also highlighted the fact that referral programs can cost around 90% less than a traditional form of marketing when it comes to gaining ROI. This means that you can really gain some serious momentum for your campaigns with loyalty programs, without spending a fortune.

6. 82% of People Check Email Outside of Business Hours

People check their email when they’re at work every day. It’s a natural part of making sure that we’re collaborating properly with our colleagues and coworkers. However, we don’t just rely on email in the office. Around four out of five people say that they check their email outside of the workplace too.

Email check

Source: Statista

Ultimately, we’re living in a world where people are happy to be connected to their inbox 24/7. The rise of smartphones and mobile devices means that we can always be aware of what’s going on in our digital world – even when we’re not connected to a computer.

The same research from Statista found that a third of employees check their business email account at least once per hour.

The key takeaway for 2020 is that you don’t have to wait until after office hours are over to connect with your customers via email. However, you do need to find out which time of day is best for them. Proper A/B testing will give you an insight into which sending times yield the best results for your brand.

7. Cart Abandonment Emails Sent within an Hour Boost Conversions by 6.33%

Speaking of finding the right time to send your emails, the kind of content you’re delivering can make a difference too. Remember, when you’re trying to figure out when you should be connected with your customers, sometimes the kind of material you need to send will add to the urgency.

Data from SalesCycle found that when a shopping cart abandonment email is opened within an hour of leaving the website, conversions increase by 6.33%.

Perhaps the reason for this is that your customers are still in the final stage of their buying journey at this point, and they just need a little extra push to make their buy. If your audience members got distracted by something that convinced them to come away from their shopping cart for a little while, you do have a chance to regain their attention and that all-important sale.

8. 60 Billion Junk Emails Will Be Sent in the Next 4 Years

Crucially, while connecting with your customers at the right time is essential, sending the kind of content that they need is essential too. Spam and unwanted emails remain a significant concern for today’s customers. According to the Spam Laws group, 60 billion junk emails will be sent over the next four years, even as Internet Service Providers struggle to provide spam filters.

One of the best things you can do to show your customers that you respect their desire for high-quality content is to make sure that you’re only sending information relevant to your customer. You can do this by asking each audience member to opt-in for your emails and segmenting your clients.

A double opt-in strategy and the option to always unsubscribe will also be valuable to your customer in a time when GDPR and other regulations are more popular than ever. Make sure you’re transparent with your customers about the information you’re collecting from them, and whether you’re sharing that data anywhere.

Will Email Marketing Die in 2020? Not a  Chance

So, is 2020 the year we finally see a dip in the value of email marketing?

It doesn’t seem likely.

The number of emails that we send each year is increasing to around 126.7 trillion expected by 2022. What’s more, email marketing still has an incredible ROI, providing team members with an excellent opportunity to connect with their target audience.

Understanding the marketplace will make it easier for you to embrace the benefits of email marketing in 2020. That means creating short subject lines, sending your content at the right time, welcoming mobile email, and so much more.

Take the email marketing statistics above and use them to create a blueprint for more effective emailing in the year ahead.

Rebekah Carter

Rebekah Carter is a dedicated freelance writer, copy expert and content manager. She specializes in a number of topics, including business development, social media, marketing, technology, and communications. When she's not writing, she's honing her skills by listening to podcasts, reading articles, or networking with other industry experts. You can learn more about Rebekah on her LinkedIn page.

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