Email Marketing Automation Statistics, Tips, and Techniques

Table of Contents
◆Email Marketing Trumps Social Media
◆How can you increase your CTR?
◆What increases ROI?
◆CTR Optimization
◆Send deliverable content and avoid the spam filter
◆ Make your call to action (CTA) convert
◆Best time to send email to convert
◆Email subject lines that increase CTR
◆ROI increases with segmented and targeted emails
◆ Split test email subjects to optimize open rates
◆3 key stats that will get your emails opened
◆Engage your readers through email design
◆Emails that convert into profit
◆Keep your email list fresh
◆What device was used to open your email?
◆Who isn’t using email marketing data analysis?
◆Learn your target markets’ email habits and desires
◆Personalized emails increase conversions
◆10 Insights into the Email Marketer’s Mind
◆Use email automation to increase open rates and conversions
◆When to hit send and when to hold off?
◆Subject line strategy

Email Marketing Trumps Social Media

1. Consumers are two times less likely to interact with you on Facebook than they are to subscribe to your email list. -Forrester
2. When you post something on Facebook your post is only seen by 2% of your Facebook fans but 90% of email messages are correctly delivered to the desired recipient’s email inbox. – Forrester Research
3. Email produces a 3x higher average order value than social media. –McKinsey
4. Trying to get customers through Twitter and Facebook is 40x less effective than using email. –McKinsey
5. 17% of people prefer promotional content through social media as opposed to 72% who prefer it through email. –MarketingSherpa
6. Email marketing creates 174% higher conversion rate than social media does.
7. A person is five times more apt to see a message via email than in Facebook. –Radicati
8. Tweets are 6x less likely to result in a click-through than an email campaign. –Campaign Monitor
9. Other sources are 3 times less likely than your email subscribers to share your content through social media. –QuickSprout
   

   How Can You Increase Your CTR?
   

10. Click-through rate sees a 5% increase when an email list is segmented.
11. Click rates can be improved by 300% when a video is added to the email. –Emma
12. Across all industries, 3.2% is the average click-through rate for email marketing. -IBM
13. An increased number of images in an email directly correlates with a decreased click-through rate.
14. When a recipient first opens an email 87% of the clicks will take place. –Campaign Monitor
    

    Send Deliverable Content and Avoid the Spam Filter
    

15. In order to send deliverable emails, you should learn how a spam filter works.
16. If an email recipient reports an email as spam (via their given email client) an abuse complaint occurs. A tip to help subscribers recognize an email is from you is to verify your business name appears in the subject and the “from” section.
    

    Make your Call to Action (CTA) Convert

17. Every email interaction should have a call to action option. This gives your subscribers a chance to engage with your brand.
18. For CTA buttons, use colors that stand-out from other colors used within the email.
19. Use whitespace to make a CTA button stand-out.
    

    Best time to send email to convert

20. A 2015 report (by HubSpot) indicated that, for sending emails, the highest click-through rate was witnessed at 11 o’clock in the morning (Eastern Time).
21. Between the time frame of 5 o’clock and 10 o’clock at night, over half (66%) of all unsubscribes take place. -2015 Tomasz Tunguz
22. Sending two emails a month proved to have the highest open rate. –Database Marketing Institute
    
    

    Email subject lines that increase CTR

23. Emails have the highest above-average engagement rate when “thank you” is used in the email subject. -2015 Adestra
24. Personalized email messages saw a 6.2% increase in open rates over emails that did not contain a personalized message. (17.6% vs. 11.4%) -2014 Statista
25. HubSpot indicated that click-through rates on emails where the recipient’s first name appeared in the subject were higher than those that didn’t have their first name.
    

    ROI increases with segmented and targeted emails

26. 58% of total revenue was generated by email messages that were targeted and segmented.
27. Segmented campaigns created an increase in revenue of 760%.
28. 58% of marketers send targeted emails. –2016 MarketingProfs
29. 17% of companies do not utilize basic email segmentation. -2016 Econsultancy
30. 96% of marketers do not use layered targeting. -2016 MarketingProfs
31. In 2015, The Direct Marketing Association reported that 58% of all revenue comes in from targeted and segmented emails.
    

    Split test email subjects to optimize open rates

32. Almost 50% of marketers indicate that they split test different email subjects in order to try to optimize their email open rate. -2016 MarketingProfs
    

    3 key stats that will get your emails opened

33. Almost 41% of abandoned shopping cart email alerts are opened. –eMarketer
34. If a consumer receives four emails each month, as opposed to one, the quantity of consumers who open more than one email message considerably improves. –WhoIsHostingThis “Email Deliverability 101.”
35. The “From” name on a received email is the deciding factor in opening an email for 68% of Americans.
    

    Engage Your Readers Through Email Design

36. Use graphics and images that grab your readers’ attention and appeal to their emotions. Contently asserts that reader engagement is improved through images when an image is chosen that is relatable and coincide with the client’s brand.
37. For emails, use a responsive design. Mobile devices are used in almost 63% of email opens. Your email should be easy to read on desktop and mobile interfaces so that conversions are not adversely affected.
    

    Emails That Convert into Profit

38. More conversions are created as a result of email marketing than any other marketing avenues. –Monetate
39. Call to action (CTA) conversions can be increased as high as 28% when a marketer uses a button instead of a hyperlink.
40. 4.24% of site visitors obtained from email marketing make a purchase. –Monetate
41. 4.49% of site visitors obtained from search engines make a purchase. –Monetate
42. 0.59% of site visitors obtained from social media make a purchase.
    

    Keep your email list fresh 

43. An old, out-of-date email list will result in a high hard bounce rate. Stay in consistent communication with your subscribers. Mailchip recommends communicating at least once a quarter.
44. If an email address failed to work it will be counted as a hard bounce. There may have been a typo when the email address was entered. Check it for obvious typos. A hard bounce may happen because that the email address is no longer in existence. This might happen frequently at businesses as employees leave a company. A hard bounce can also be caused by spam filters. After an email campaign has been sent out, if you see an unusually high hard bounce rate you should check your bounce records to see what the issue may have been.
    

    What Devices Was Used to Open Your Email?

45. Email is read solely on mobile devices by just under one-third of consumers. –2013 Yesmail “Email Compass: The Mobile Effect”
46. iPhones are used to open 33% of emails.
47. Mobile devices are used for over half of all email opens while in 2012 only 21% of emails were opened on mobile devices.
48. 25% of Gmail’s 900M users do not access their accounts on mobile devices. –TechCrunch
49. Mobile devices are used in one-third of all email clicks. –Campaign Monitor
50. The most popular mobile device used to first open an email message is the iPhone. –Campaign Monitor
51. An apple device is used in almost 90% of all mobile opens. This could be on a phone, iPod, or tablet. –Campaign Monitor
52. When consumers open an email via a mobile device, 23% of them will open the same email again.
53. In 2017, over 1.7 Million people will use their mobile devices to read emails. –The Radicati Group “Email Statistics Report 2013-2017”
54. Depending on your product, email type, and target market 15% to 70% of your email opens will be on mobile devices. -2014 eMailmonday “The Ultimate Mobile Email Stats”
55. About 66% of email messages are read from a tablet or smartphone. -2015 Marketing Land
56. Mobile devices are used to access Gmail by 75% of Gmail subscribers. –2015 TechCrunch
57. In 2015, it was reported that 48% of emails were accessed via a smartphone. -2015 Movable Ink
58. In 2015, it was reported that 68% of emails were accessed via a mobile device. -Movable Ink
59. In 2015, it was reported that an iPhone was used to access 41% of emails. -2015 Movable Ink
60. A recipients second open of the same email is most commonly from a mobile device.
61. 70% of people who first opened an email on a mobile device will open it the second time from the mobile device.
62. 30% of people who first opened an email on a mobile device will open it on a different device.
63. Of the 30% of people who first opened an email on a mobile device who then open it on a computer, 65% of them are more inclined to click through.
    

    Who isn’t using email marketing data analysis? 

64. In 2016, MarketingProfs surveyed marketers and found that 15% of the companies did not consistently look at clicks or email opens.
65. MarketingProfs surveyed marketers and found that 77% of the companies did not integrate emails and their sites to keep track of what happens after someone clicks.
66. Performance data gathered from email marketing analytics is used by 41% of marketers.
67. 40% of marketers do not use email conversion rates to determine how effective an email was. –DMA

What Increases ROI?

79. 4300% was the average return on investment for email campaigns in 2016. -Copyblogger
80. Email results in a 21.5% higher return on investment over direct mail. (Email=28.5% ROI, Direct Mail = 7% ROI)
81. Targeted, triggered, and segmented email campaigns account for 77% of email marketing ROI.
82. 75% of businesses concur that “good” or “excellent” ROI is obtained through email marketing. -2016 Econsultancy
83. Email marketing makes a $76 return on investment for every $2 spent. Campaign Monitor
84. The return on investment for email marketing is 3800% –DMA
    

    

    CTR Optimization 

85. Segment your email lists to increase your click-through rates.
86. Analyze email open rates, click-through rates, and conversions to see how well an email campaign performed. This way you can test other campaigns and compare the analytics data. This will tell you which email campaign should be repeated or which one was a flop.
87. 
    

    Learn Your Target Market’s Email Habits and Desires

88. On average, 13 hours are spent in email inboxes by employees during each workweek. –McKinsey & Company
89. Email is “very important” to 61% of American’s in the workforce for doing their job. –Pew Research
90. On average, people in the workforce receive and send 121 email messages per 24 hours.
91. 10 minutes to an hour a week are spent looking at marketing emails by 57% of email subscribers. –ChoozOn
92. 61% of customers are interested in getting weekly emails with promotions from businesses they purchase from. -2015 MarketingSherpa
93. Weekly promotional emails are desired by 61% of consumers.
94. 28% of customers are interested in getting promotional emails (from companies they purchase from) more than 1 time a week. -2015 MarketingSherpa
95. More than 80% of online purchasers (in the United States) will make additional purchases as the result of an email promotion they received that was personalized towards their earlier purchasing behavior. -Harris Interactive
96. Two-thirds of purchasers have conducted internet purchases because of an email marketing piece they received. -2013 Direct Marketing Association
97. 19% of purchasers revealed that they open each email to see if there is something is on sale. -2014 Forrester Research “North American Technographics Survey”
98. 81% of purchasers do not open each email newsletter. -2014 Forrester Research “North American Technographics Survey”
99. 72% of customers reported that email is their preferred method of communication when receiving correspondences from businesses they buy from. -2015 MarketingSherpa
100. In 2013 it was reported that 68% listed email as their top method for receiving communications with a commercial intent. – CG Selections “National Email Onderzoek” (2013)
101. Globally, by 2020, the number of email users out there will likely exceed 3 billion. -2016 The Radicati Group
102. As of 2016, there were 1 billion active Gmail users.
103. More than three-fourths (86%) of customers are interested in getting monthly promotional emails from businesses they purchase from. -2015 Statista
104. 15% of customers are interested in getting daily promotional emails from businesses they purchase from. -2015 Statista
105. A little of 33% of working millennials are okay with sending emojis to their senior executives and direct supervisors. -2015 Adobe
106. Rich text emails are preferred over plain text by 64% of people –2014 HubSpot
107. ‘Too many emails sent by a company’ was the reason given for unsubscribing by more than three-fourths (78%) of purchasers. -2016 HubSpot
108. When people in the US were asked where they check their email when they are not at work: 70% of people polled said they check their email while watching television; 52% said they check their email from bed; 50% said they check their email while on vacation; 43% said they check while on the phone with someone; 42% said they check their email in the bathroom; 18% said they check their email while driving -2015 Adobe
     

     Personalized emails increase conversions

109. You get transaction rates that are six times better if you personalize emails. –Experian
110. But only 30% of companies personalize emails.
111. Email opens are increased by 41.8% if the email’s subject is personalized.
112. Personalized subject lines increase open rates by 26%.
113. Sending personalized communication to existing customers results in moderate to significant increased revenue, says 53% of marketers.
114. Email messages that are personalized show a 10% improvement in conversions. –Aberdeen
115. Email messages that are personalized show a 14% improvement in click-through rates.
116. Personalized item recommendations are sent by 39% of ecommerce businesses. –Certona
     

     10 Insights into the Email Marketer’s Mind

117. In email marketing, the primary objective for fifty-four percent of marketers is to increase their engagement rate. –Ascend2, 2016
118. Email newsletters are used for content marketing by 83% of business-to-business marketers. –Content Marketing Institute
119. Active growth in email subscribers is witnessed by 76% of marketers. –Ascend2
120. More than half (51%) of marketers find that their email marketing success is most significantly hindered by their inability to deliver high quality email copy. -2016 Ascend2
121. 11% of marketers use something besides email as their chief source of lead generation.
122. In 2014, half of marketers (50%) believed their email marketing budget would increase in 2015.
123. Email marketing is not used by 18% of companies.
124. Email is the main lead gen tactic for 89% of marketers
125. 82% of business-to-business and business-to-consumer businesses use email marketing. –Ascend2
126. 80% of business professionals believe that customer retention and acquisition are positively impacted by email marketing.
     

     Use email automation to increase open rates and conversions

127. Within six months, marketing automation results in increased revenue for 8% of the companies surveyed.
128. Traditional email distributions have an average 70.5% lower open rate than automated emails. –Pew Research
129. Automated emails generate 320% more revenue than email campaigns that are not automated.
130. Almost 11x more business-to-business companies used marketing automation in 2014 compared to 2011. –SiriusDecisions
131. Conversion rates have improved to rates as high as 50% for business-to-consumer companies who use email marketing automation. –eMarketer

When to hit send and when to hold off? 

79. Send emails around 11 AM ET because this time has the highest click-through rate.
80. Since the highest rates of unsubscribe happen between 5-10 PM, do not send your emails out during that time period.
    

    Subject Line Strategy

81. Lackluster email subject lines work better.
82. Don’t use your subject line to try to sell what the email message contains. Use your subject line to try to tell the reader what the email message contains.
83. Split test email subjects to see what email subject line will get you the highest open rate and the highest click-through rate.