Is your 2020 email marketing strategy poised for success? While you can’t predict exactly what will happen, you can give yourself a head start with the email marketing stats and trends that can help guide your strategy in 2020 and beyond. After all, marketing is as much about moving with the flow of the industry as it is adapting to your own needs and objectives.
Email marketing is an ever-evolving endeavor — and just when you think you’ve gotten a handle on best practices, things start to change. There’s no arguing with the facts, though when it comes to what’s working on a large scale. Monitoring these sorts of trends is key for stretching your marketing budget as far as it will go, and it’s also part and parcel of forming a solid strategy quarter to quarter and year to year.
As we close out 2019 and look ahead to 2020, are you doing everything you can to maximize the value of your email efforts? Here are 30 statistics that can help guide you to an answer.
Mobile Matters
Making sure to integrate your emails for mobile use is more necessary now than ever.
- Up to 60% of email opens are on mobile, depending on the industry. (Campaign Monitor)
- 75% of Gmail users are using their mobile devices to access their email. (Backlinko)
- 42.3% of consumers will delete an email if it isn’t optimized for mobile. (Backlinko)
Email Marketing ROI
There’s a lot to be gained from smart email marketing.
- For every $1 spent, email marketing generates $32 in ROI. (Oberlo)
- Conversion rates for emails are higher than social media, direct traffic, and search. (Smart Insights)
- 81% of businesses say that email drives customer acquisition, and 80% for retention. (Emarsys)
- 59% of marketers cite email as their number one source of ROI. (Emma)
- Email offers result in shoppers spending 138% on their purchases. (Disruptive Advertising)
Act on Automation
If you’re not automating your email marketing efforts yet, then 2020 is the year to start.
- 75% of marketers are using at least one type of marketing automation tool. (Social Media Today)
- Mapping out the customer journey and using personalized content are considered the most effective ways to optimize marketing automation. (HubSpot)
- Custom automation workflows have the highest click-through rates. (Ominsend)
Consumers Want to Hear From You
There’s nothing spammy about email marketing, provided you do it right.
- 99% of consumers use email every single day. (HubSpot)
- Personalized emails can produce a transaction rate of 6x higher than those of other marketing emails. (Business2Community)
- Marketers who segment their email marketing campaigns noted as much as a 760% increase in revenue. (HubSpot)
- 60% of consumers prefer signing up for a brand’s email list for promotional offers compared to 20% who follow brands on social for deals. (OptinMonster)
- 59% of consumers say that email marketing influences their purchasing decisions. (HubSpot)
- Only 14% of subscribers believe that the majority of the marketing emails they receive are relevant to them. (OptinMonster)
- 58% of consumers check their email before doing anything else online. (OptinMonster)
Optimize Open Rates
Some things work better than others for getting your emails opened.
- In North America, the average email open rate is 19%. (GetResponse)
- Personalized subject lines provide a 26% boost in open rates. (Campaign Monitor)
- 56% of brands see higher open rates when they use emojis in their subject lines. (Disruptive Advertising)
- 47% of recipients open emails based on subject lines alone. (OptinMonster)
- The best day for the highest open rates is Tuesday (CampaignMonitor)
- The best time for sending emails is 10 in the morning. (Coschedule)
Everything Else
Additional stats to help drive your 2020 email marketing campaigns.
- Most consumers want to hear from brands on a weekly basis. (V12)
- Hitting that sweet spot is critical: 45% of consumers don’t like it when brands reach out too often. (Adobe)
- Experts anticipate that 347 emails will be sent worldwide every day by 2022. (Statista)
- People spend 2.5 hours per weekday checking their personal emails at work. (Adobe)
- The average marketing email contains 434.48 words and takes 3.3 minutes to read. (AWeber)
- Women pay attention to marketing oriented emails more than men do. (Disruptive Advertising)
So what’s the takeaway from all of this? Email marketing is working, and if you do it right, it can be one of the biggest — if not the biggest — ROI drivers for your team. Take trends into account when it comes to what’s working and what’s not, and get creative, too. Here’s to email success in 2020!