Email marketing was a “buzz” phrase in 2016. Businesses with a social media following and website traffic have worked hard to parlay those leads into substantial email lists. By now businesses of every size understand the importance of developing and growing an email marketing list with the goal of using it to accelerate their business growth to new levels.
With the growing interest in email marketing it’s easy to come across thousands of email marketing statistics floating around the web. It is frequently difficult for businesses to know which are factual, relevant and current. To help in sorting things out we have curated a batch of the most important email marketing stats for 2017.
As we discussed in last year’s Digital Marketing Statistics post, we only share factual email statistics that are relevant and current. Use our email marketing statistics list as your email marketing authority for the 2017.
25 Email Marketing Statistics
1. The number of e-mail users worldwide is forecasted to rise to 2.9 billion users by 2019. (Source: Statista, 2016)
2. The number of e-mail users in the US is projected to grow to 244.5 million by the end of 2017. That number is forecast to grow to 254.7 million by 2020. (Source: Statista, 2016)
3. Gmail has over one billion active users as of February 2016. (Source: Techcrunch, 2016)
4. The Apple iPhone leads email client market share with 33%, followed by Gmail at 19% as of December 2016. This was calculated for 1.44 billion opens. (Source: Litmus 2016)
5. Consumers have an average of 1.8 accounts per user. US business users have an average of 1.2 accounts per user as of 2016. (Source: Radicati 2016)
6. Consumer email accounts make up the majority of US email accounts in 2016, representing 79% of US mailboxes. (Source: Radicati , 2016)
7. Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. (Mailchimp, 2016)
8. The open rate for e-mails with a personalized message was 18.8%, as compared to 13.1% without any personalization in 2016. (Source: Statista 2016)
9. Constant Contact surveyed small business owners and found that 49% do not use email marketing data to assist with their email marketing campaigns because they do not know where to begin. (Source: Constant Contact, 2016)
10. Only about one-third of US retail email list subscribers have actually made a purchase from the retailer whose email they subscribed to, according to industry data cited by email marketing firm Listrak. Many have made just one purchase from that retailer. (Source: eMarketer, 2016)
11. Of the 35% of US retail email list subscribers who are customers of the retailer they received an email from, just 15% have made multiple purchases. (Source: eMarketer, 2016)
12. Ecommerce customers who received multiple abandoned shopping cart emails are 2.4 times more likely to complete the purchase than those who receive only one follow up email. (Source: Experian, 2016)
13. According to August 2016 data from ecommerce website personalization provider Barilliance, the best retargeting conversion rate happens when the first retargeting email is sent within an hour. (Source: eMarketer, 2016)
14. Digital shopping cart abandonment rates are high worldwide, at 74.3%. according to Q1 2016 research, with Asia-Pacific having the highest rate at 75.9% and Europe having the lowest cart abandonment rate at 71.5%. (Source: eMarketer, 2016)
15. Open rates increased on a year-over-year basis (up from 31% to 34.1%), while click rates declined (from 3.5% to 3.1%) according to a Q3 2016 review of benchmarks by Epsilon. (Source: Epsilon, 2017)
16. Litmus’ Email Analytics tracks open emails from over 1.4 billion sent emails and reports that emails opened on mobile devices has risen and held steady at 56% of all emails sent. (Source: Litmus, 2016)
17. Email recipients who favor mobile-aware email marketing designs rose from 15% in 2015 to 27% in 2016. (Source: Litmus, 2016)
18. More than 86% of businesses surveyed indicate that they plan to increase their upcoming email marketing budgets. (Source: Email on Acid, 2016)
19. According to Litmus, in 2016 the greatest number of emails were opened on mobile devices at 54%, Webmail ranked second at 30% and Desktop email opens dropped to 16%. (Source: Litmus 2016)
20. Brands that personalize promotional marketing emails experience 27% higher unique click rates and 11% higher open rates than those that do not personalize. (Source: Experian, 2016)
21. Triggered emails drive 624 percent higher conversion responses for the same number of sends as compared to “batch and blast” emails. This is driven by a 381 percent higher click rate, and an 180 percent higher post-click conversion rate. (Source: VentureBeat, 2016)
22. Survey respondents to Adobe’s second annual email survey say they check email while watching TV or while watching a movie (69 percent), in bed (57 percent), and on vacation (79 percent). Percentages increase across the board for millennials (ages 18-34). (Source: Adobe, 2016)
23. A June 2016 survey of US marketers conducted by the Direct Marketing Association (DMA) and Demand Metric found that email had a median ROI of 122% – more than four times higher than other marketing formats, including social media, direct mail and paid search. (Source: eMarketer, 2016)
24. According to Adobe’s second annual email survey of white collar workers the time spent checking email increased 17 percent YoY. (Source: Adobe, 2016)
25. It is reported that for every dollar spent on email marketing, an average of $44 dollar return on investment is realized. (Source: Campaign Monitor, 2016)
Businesses that don’t recognize the tremendous importance and benefits of email marketing will get lost in the shuffle in 2017.
Email marketing is a critical and strategic component of any 2017 small business marketing plan. From newsletters to abandoned cart recovery emails to quarterly report sharing and even the personalization of the sales journey, email is playing a growing role in online marketing.
With a continuing stream of updates, upgrades and enhancements to email marketing tools and services, and the need for regular improvements in your strategy and tactics it is important to review these 25 email marketing statistics periodically in 2017.
If you currently use email marketing as a primary marketing tool, grow from your current plan to include the latest technologies and tactics. If your email campaigns are successful and generating positive results for your small business, please share a comment and let us know what worked for you.
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