In this post we round up some essential email marketing statistics from around the web, updated for 2018…

How Much Is an Email Address Worth?

The answer to this question will vary by industry, and how effective a company’s email marketing is.

Experian estimates that the average email address is worth £84.50.

This is a cross-industry average and will differ greatly, depending on the typical customer lifetime value. So, for example a travel email address will be worth £236, while retail is much lower at £79.

Whatever the exact figure for each industry, it does underline the value of building a valuable email database.


Email Marketing Statistics: ROI and Sales

There have been plenty of foolish posts predicting the death of email over the years, but it still delivers the best return on investment of any marketing channel.

Econsultancy’s 2017 Email Marketing Census confirms this, with almost three quarters of 689 company respondents rating it as good or excellent for ROI. The highest proportion of any channel cited.

The average proportion of total sales that client-side marketers can attribute to their email
marketing is 22%.

This means that emails are generating more than £30bn of retail sales in the UK alone.

Proportion of sales from email marketing


Email Open and Click Rates

The open rate isn’t a perfect metric (but then, what is?) but it does work well as a benchmark to track over time.

GetResponse is a great source for email marketing statistics, and its Email Marketing Benchmarks 2018 includes some useful data on open and click through rates.

Here are open, click and unsubscribe rates for selected industries:

email open and click rates


Subject Lines

Taken from a sample of 500 SaleCycle clients, these are the average open rates grouped by subject line content.


Email Client Market Share

Litmus has data on the most popular webmail, desktop and mobile email clients, collected from 1.17 billion email opens.

email client market share apr 2018


Emails Deleted Without Reading

Return Path’s Hidden Metrics of Email Deliverability report presents some interesting data on the percentage of emails that end up in spam folders, are replied to, forwarded, or even complained about.

This chart shows the percentage of emails which are deleted without being read:


Abandonment Emails

Browse abandonment emails can be sent to people browsing a website, containing custom content based on their browsing behavior.

These emails have a 80.9% higher open rate and 50.5% higher click through rate than traditional emails.

Average Open Rate:37.23%
Average Click/Open Rate:14.29%
Average Conv/Click Rate:11.65%

 

The average ecommerce open rate is often around 15%, but triggered emails like cart abandonment emails achieve much better results.


Email Split Testing

Phrasee surveyed email marketers on the way they use split testing to optimise email campaigns.

The following stats show that marketers have plenty of room for improvement here:

  • Email marketers split test less than 50% of their campaigns.
  • When they do splits, they mostly do A/B only, nothing more.
  • After split testing, only 5% have statistical models to learn from the results.

Using Personalization in Email Marketing

The Adestra / IDM State of Digital Personalization report looked at marketers’ attitudes to email personalization.

Benefits of personalization in email marketing

email marketing statistics: personalization

The email subscriber’s name is the most commonly used piece of customer data for email marketing, as you might expect.

It’s notable that data which provides real insight into customer behavior is less widely used. Transaction data is collected by 49% of marketers, but only used regularly by 25%.

Data Used by Marketers Use for Personalization:

email marketing statistics: data used for personlization

55% of client-side marketers cited integrating data as the main barrier to using personalization in email marketing.

Challenges of email personalization

 


Personalized Emails and Consumers

Taken from a bluehornet survey, these email marketing statistics show that customers expect retailers to use implicit and explicit data to personalize marketing emails.

email marketing statistics: information used for personalization


The Best Time to Send Cart Abandonment Emails

We know that cart abandonment emails work well, but the timing can make a massive difference to their effectiveness.

Our stats, taken from 500 global brands, show that one hour from abandonment is the sweet spot. Also, the effectiveness is greatly reduced if the email is sent 24 hour after the shopper has left the site.

email marketing statistics: when to send abandonment emails


How Marketing Emails Influence Consumers

59% of respondents said that marketing emails influence their purchase decisions, while just over 50% buy from marketing emails at least once a month.


Mobile Email Stats

According to stats from the Litmus State of Email report, mobile now accounts for 55% of opens.


Consumer Attitudes to Email Marketing

A bluehornet survey(pdf) looked at the attitudes of 1,800 US consumers to marketing emails, with some useful insights.

How often consumers check email accounts: 

Devices used to check emails: 


Email Optimization Strategies

The Adestra / Econsutancy Email Marketing Census found that a minority of companies have an email optimization strategy which they would describe as ‘quite’ or ‘very’ advanced.

How would you describe the extent to which your company has a strategy for optimizing email marketing for mobile devices? (showing ‘quite’ or ‘very advanced’)

email marketing statistics: optimisation strategies

The report also looks at the specific tactics used to improve emails for mobile recipients.

What have you done to optimise email marketing for mobile?


Attitudes to Emails Not Optimized for Mobile

Mobile optimized emails are a must, but as the previous charts show, some companies are less than advanced in their email optimization strategy.

As more and more emails are opened on mobile, failure to ensure that emails are readable on mobile devices represents a huge missed opportunity.

According to a consumer survey, 42.3% will simply delete non-optimized emails, while just 11.3% will read it anyway.


Email Performance by List Size

Stats from GetResponse suggest that email performance is inversely proportional to list size.


Effectiveness of Different Tactics in Marketing Emails

GetResponse looked at how different tactics impacted email open rates.

Emojis:

Personalized subject lines:

Preheaders:

Personalization in email body text:


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  • Awesome post Graham! Thanks for sharing! I was wondering, do you have any email marketing platforms that you personally suggest?

  • grahamcharlton

    Hi – that’s a tricky one. It depends what kind / size of business and how self-serve you want to be.

    MailChimp and Drip are both good for that.

  • Great stats. Really informative and helpful. Thanks for the great share!