Email Marketing Statistics to consider in 2016

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Email has changed in 2016. With a boom in automation and mobile use, we take a look at what this has done to email marketing statistics.

Email is a marketing tool which goes back and forth as being “dead” and not worth much. But as with every marketing tool, if it fits with your strategy, and is done well, it can achieve great results, just as these email marketing statistics show.


Email Automation

Email automation has taken a huge jump; as online shopping is now proving to be the consumer’s favourite. Acting as an instore offer, or a happy to help assistant, triggered emails help to get customers to the till. Whether that’s incentive to come back and pick up their basket, or to buy a little extra than what they normally would.

Using inbound methodology of allowing the customer to control the sales process, automated emails offer the company to chance to convert the customer.

So does this actual work?

  • B2C marketers who leverage automation have seen conversion rates as high as 50% – eMarketer
  • Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email
  • Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. – Lenskold and Pedowitz Groups

From these stats it appears so. Automation, when done correctly, seems to be the perfect balance of nudging consumers down the sale funnel, whilst the customer is still in control.

Will this continue to be the case?

Prediction: Email automation tools become even more useful, offering email marketers more ways to creatively use them and an ever expanding list of triggers – Daniel Codella of Zurb


Email and mobile

As you may have noticed, there has been a lot of stories about mobile ready website, and mobile friendly ads, and email marketing is no exception.

Over half of email is now opened on mobile, meaning your beautifully crafted email needs to able to open on mobile to be successful.

This means looking at responsive design. Perhaps a more ‘drag and drop’ style then hard coding your email. Meaning more people will receive the full benefit when they open.

But is this something you really need to worry about? Let’s take a look at the stats:

  • About 53% of emails are opened on mobile devices. – Campaign Monitor
  • Though the number of new Internet users is growing at less than 10% per year, the number of new smartphone subscribers is growing at a 20%+ rate. –TechCrunch
  • It is more common for a reader’s second open to be on a mobile device than it is on a different device: 70% will stick with their mobile device, and 30% will go elsewhere. – Campaign Monitor

Mobile marketing is no longer a gimmick. It’s something you need to consider in every aspect of your marketing campaign. Especially with email.

Prediction: Email marketing will experience a second coming of age in 2016, thanks to mobile strategies, more integrations and more insights from data. – Chad White of Litmus.


Email personalisation and segmentation

Automation has helped with email personalisation and segmentation, as emails are triggered by a user’s action. But if you are looking at a more traditional email marketing campaign, is it still worth segmenting?

Yes. Of course it is! The user who is receiving your email doesn’t know if they are part of a “traditional campaign” or an “automated” one. All they care about is if that email is of use to them personally.

So should you be taking the time to segment your data? Let’s take a look at the stats:

  • Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen
  • Emails with personalized subject lines are 26% more likely to be opened. –  Campaign Monitor
  • Personalized emails deliver 6x higher transaction rates. – Experian

The truth is, as consumers we provide a lot of data to companies, and when we receive un-personal, generic emails, it’s kind of a kick in the teeth. Use the data you have, cater your messages, and you will receive the rewards.

Prediction: “hyper-personalization” is becoming a reality. Specialist third-party services pop up in deliverability, testing, live content, remarketing, predictive analytics, email advertising & customer intelligence. – Rene Kulka



Email Vs Social Media

Email marketing is often compared to social media. However, this is not something you should be doing. Email and social stand at different parts of the sales funnel. Social media is there to attract, and draw new people in. Whereas email is to convert, as they have already filtered down the sales funnel.

So of course statistics are going to look amazing for conversion levels of email, but sometimes you need to view these in context. Here are just some of the statistics out there:

  • You are 6x more likely to get a click-through from an email campaign than you are from a tweet.- Campaign Monitor
  • Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
  • A message is 5x more likely to be seen in email than via Facebook. – Radicati

Don’t choose between email or social, as they are not an either/or option. Both have their merits, and their faults, but they are two very different things.

Just remember that if you have someone’s email address that you have permission to use, chances are, they are more willing to convert as they have passed on their details.


Other email statistics

Just a few last email statistics for the road, to give you thought for your next campaign.

  • The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. – Radicati Group
  • 76% of marketers see active growth in their number of email subscribers. –Ascend2
  • Open rate is highest when companies send two emails per month. – Database Marketing Institute
  • Email marketing was the biggest driver of Black Friday transactions, with 25.1% of sales originating from the marketing channel. – Custora
  • 65% of users prefer emails to contain mostly images, compared to 35% who prefer text. – HubSpot


Do you use email campaigns in your marketing? What do you think of these email statistics? We’d love to hear your thoughts in the comments.

If you require help or advice with your email campaign, then why not speak to the team about arranging a free marketing consultation to see if we could work together.


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