16 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.

9. Email Delivers an Average Return of $42 for Every $1 Spent

Over the years, various new forms of communication have emerged, providing brands with more opportunities to reach their customers. However, despite this, email marketing remains stronger than ever.

For every $1 you spend on email marketing, you can earn up to $42 in return according to the DMA (2019).

Earning a return on investment is a crucial part of any marketing strategy. It’s important to know that the money you put into your campaigns is going to come back to you. So, what’s leading email marketing to be such a valuable solution for companies? Emarsys tells us that email is perfect for customer acquisition and retention.

Email acquisition and retention

Image source.

81% of SMBs use email for a primary source of customer acquisition, while 80% of brands use the strategy to retain existing clients.

10. Welcome Emails Have a Higher Open Rate

So, all emails seem to be valuable to a company’s marketing strategy.

But which messages have the most significant impact of all?

Some of the content in your email marketing campaign could be more important than others for customer acquisition and maintenance. According to the latest email marketing stats from GetResponse, welcome emails are the most likely to capture the attention of your audience.

The average open rate for a welcome email is a massive 82%.

Welcome emails

Image source

Since the average click-through rate for all other emails is around 27%, it makes sense to focus your attention on creating a genuinely incredible welcome email. If you can get that first impression right, your chances of successful future interactions go way up.

GetResponse also tells us that when it comes to sending regular emails, the best strategy is to avoid overwhelming your audience. If you send one email a week, your open rate on average should be around 33.40%. On the other hand, send 6, and that rate halves to 16.05%.

11. Adding Video to Your Email Improves Clickthrough by 300%

In our last list of email marketing stats, we mentioned that adding a single video to your email can increase click-through rates by 2017. However, it’s not just video that has a fantastic impact on your audience.

Remember, although there’s a lot of chatter in the marketing landscape about social media, email continues to be the most valuable environment when it comes to customer acquisition and retention. That means that just like you strive to engage your customers on social media, you should be working to engage your email list too.

Videos are a good start but don’t forget to experiment with a wide range of other forms of content. Gifs that quickly capture your customer’s attention are fantastic too, and emojis make a huge difference. Simply adding an image to your email leads to an average open rate of 24.64% instead of 16.28% for text-based content.

Graphics in emails

Image source

12. 49% of Customers Say They’d Like to Receive Emails

Back in 2017, Statista revealed that 49% of customers would actually like to hear from companies with promotional emails and messages.

That hasn’t changed.

While other forms of advertising, like banners on your website, are deemed spammy and annoying, email can be a great way to show your customers that you’re useful. 59% of consumers even say that the emails that they receive influence their purchasing decisions.

All you need to do is make sure that you have the right plan in place for your email marketing.

Email marketing stats

Image source

After all, 14% of subscribers to an email newsletter say that the majority of the marketing emails that they receive are relevant to them. If you want to capture your audience’s attention, you need to deliver personalized emails.

Marketers who make the effort to segment their marketing campaigns on email can achieve an up to 760% increase in revenue.

13. 99% of Consumers Use Email Every Day

HubSpot found that 99% of consumers use email on a daily basis.

There’s a good chance that you check your email constantly – whether it’s for work or pleasure. OptinMonster supports this theory, telling us that 58% of consumers check their email before they do anything else online.

Email marketing statistics

Image Source.

The question is, how do you take advantage of this ability to constantly be in touch with your target audience?

One option could be to begin automating your marketing efforts. 75% of marketers say that they’re using at least one type of marketing automation tool, according to Social Media Today.

Additionally, according to Omnisend, custom automation workflows have the highest click-through rates of any form of an email marketing campaign.

GetResponse also produced a report saying that autoresponders drive 88.7% open rates – which is much higher than average. It may be worth doing your research on some useful email marketing tools.

14. 47% of Recipients Open Emails Based on Their Subject Line

As valuable as it is to segment your audience for a stronger email marketing campaign, you also need a strategy that will help you to convince your customers to interact with you. OptinMonster found that 47% of recepients will only open emails when subject lines appeal to them.

Before you can begin using things like video to impress your customers, you need the right subject line to convince your clients to open your messages. A good way to start is with personalization. Campaign Monitor found that personalized subject lines provide a 26% boost in open rates.

Additionally, it might be worth experimenting with emojis. 56% of brands see higher open rates when they use emojis in their emails.

If you really want to take your chances of high open rates to the next level, you could also try sending each message on a Tuesday. According to Campaign Monitor, that’s the best day for open rates.

Email marketing days

Image Source.

15. Customers Are Using Smart Speakers to Read Emails

Now that we’re in 2020, it’s time to really reconsider the way that customers interact with your emails. For instance, there are 250 million smart speaker users out there.

Think about how you can make your emails more accessible to people who want assistants like Alexa to read to them. This might mean avoiding complicated words and formatting or just adding a few images to the mix.

At the same time, remember to think about the contents of the emails, and what your customers want to hear about. 70% of millennials and younger customers using smart speakers say that they prefer personalized emails over blast communications.

millennial shopping study

Image Source.

The millennial generation isn’t willing to deal with useless and spammy emails.

If you’re not sure what kind of strategy is going to work best for you, then consider split-testing your content. Phrasee surveyed email marketers and found that they often split-test less than 50% of their campaign. Choosing to A/B test could help you to stand out from your competitors.

16. One-Third of Email Marketers Send Content Weekly

Finally, as we mentioned above, getting the timing of your emails right is essential. If your audience is highly engaged, then sending emails a couple of times a week is fine. However, when you’re just getting started, once a week is usually the best option.

When you’re testing the results of your campaigns, you should also keep in mind that emails are more likely to be successful if they’re transactional in nature. Emails with transactional content have a 44% open rate because they include relevant data for your audience.

The good news? You can learn pretty quickly whether your customers are responding positively to your email marketing messages or not. GetResponse tells us that 50.39% of your email messages will be opened within the first six hours of being sent.

Start sending your content according to a strict schedule, and make sure that you pay attention to the results. After all, while general email marketing statistics are helpful, it’s your own information that will help to drive the best campaigns.

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.


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