Considered the first marketing email sent, in 1978 Gary Theurk of Digital Equipment Corporation campaign offered a promotion for his company’s computers.
This email had approximately 400 recipients and resulted in $13 million worth of sales.
Email marketing has come a long way since then and has become a crucial marketing tool. As many as 87% of marketers use email marketing for content distribution, and 49.5% of marketers reported planning to raise their email marketing budget in 2019. In order to see the upcoming trends, we have compiled a list of 35 interesting email statistics.
General Email Marketing Statistics
- There are 3.9 billion global email users, and the number is set to grow to 4.48 billion users in 2024.
- In 2018, 281 billion emails were sent and received every day worldwide. This figure is projected to increase to over 347 billion daily emails in 2023.
- Spam messages accounted for 53.95% of email traffic in March 2020. Although the global e-mail spam rate has decreased: the global annual spam email rate in 2018 was 55%, down from 69% in 2012.
- As of the second quarter of 2018, only 85% of marketing emails landed in a customer’s inbox and 7% were caught by spam filters. In 2018, the spam placement rate of commercial emails had declined to 9%, down from 14% in 2017.
- In 2020, the average bounce rate was 0.7%, with a soft bounce at 0.83% and a hard bounce – 0.63%.
- 28% of people have and actively use more than one mailbox.
Email User Behaviours Statistics
- 61% of all emails are read for 8 seconds or more. Almost a quarter (23.5%) of all emails get skimmed (an engagement of 2-8 seconds), and 15% of all messages get less than 2 seconds of their readers’ attention.
- 38% of users want emails to include product ratings, and 35% would like to see offers based on their past purchases.
- 28% of users check their email inbox more than 10 times a day, and 4% – less than daily. Overall, 65% of respondents noted checking their email more than 3 times a day.
- 67% of consumers would provide an email address in exchange for free shipping or a 5$ gift card.
- 83% of respondents reported their favorite channel to receive promotions was email.
- 77% of users report boredom as the main reason for checking emails.
- 70% check their email in bed and almost equally as many immediately when waking up.
- Of customers who opt-in for brand emails but mostly ignore them without unsubscribing, 37% are waiting for the right offer, and 24% say they plan to buy from the brand again.
- The average unsubscribe rate was 0.94% in 2020.
Open Rate Statistics
- On average, B2C e-mails have a slightly higher open rate of 25%, and B2B e-mails stand at 22%.
- Out of the three types of email, automated emails stand second, behind transactional emails, for unique open rates (41%), click rates (13%), and click-to-open rates (24%).
- 47% of email recipients open an email based on the subject line alone, 69% of email recipients report email as spam based solely on the subject line.
- Government-related emails show the highest open rates with 28.77%.
Use of Mobile Statistics
- Mobile clients accounted for 41.9% of email opens during Q1 2019, followed by webmail opens at 39,9% and desktop opens at 18,2%.
- In December 2018, 43 percent of email opens were via mobile. Desktop email clients’ open share had declined to 18%, and webmail accounted for 39% of opens.
Click-Through Rate Statistics
- In March and April 2020, click-through rates (CTR) of promotional emails in the food and beverages industry increased from 1.68% to 2.78%. Travel, hospitality, and leisure saw a decrease in its CTR, from 1.44% in March to 1.31% in April.
B2B Marketing Statistics
- The top 2 technologies B2B organizations use to assist with content marketing are analytics tools (86%) and email marketing software (85%).
- 81% of B2B marketers use email newsletters.
- With 90%, email engagement is a top metric for B2B marketers to track and measure content performance.
- 53% of respondents feel frustrated by receiving too many irrelevant ads and emails from B2B companies, 36% feel they can’t get answers to simple questions, and 35% say that services feel impersonal.
- 67.7% of respondents used email for communicating with B2B organizations – an increase from 65.1% compared to 2019.
Return On Investment
- ROI for email marketing grew to 41:1 in 2020, from 38:1 back in 2019.
With great conversion rates for things such as newsletters (2.80%), follow-up emails (4.30%), and abandoned cart emails (7.40% – a significant increase from 5.90% in 2019), it’s no wonder why email marketing is as important as ever before.
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