If you’re looking at spending a little more marketing money for the holiday season or budgeting for 2023, know that every dollar you spend on email marketing has a return on investment of $36 for every dollar spent. Email marketing remains an economical and effective tactic for all businesses. Email marketing statistics show successful email marketing strategies must be carefully planned, executed and measured.
Email marketing statistics
Hubspot collected a lengthy list of email marketing statistics for a recent article, including:
- 33% of marketers send weekly emails and 26% send emails multiple times each month.
- 77% of marketers have seen an increase in email engagement over the last year.
- Smartphone users prefer receiving brand communications via email.
- 50% of people buy from marketing emails at least once per month.
- More than 8 out of 10 people will open a welcome email, generating four times as many opens and 10 times as many clicks as other email types.
- 64% of B2B marketers say their email marketing strategy was effective for meeting business goals last year.
- B2B marketers also say that new product and feature announcement marketing emails have the highest click-through rate.
Savoir Faire oversees email marketing programs for a variety of industries. We plan, execute and measure using best practices, such as optimizing emails for mobile devices (20 percent of marketing emails still aren’t optimized for mobile!). Mobile-responsive email design increases unique mobile clicks by 15%.
Who looks at marketing emails? (Everyone)
We know that 99% of email users check their inbox every day – some more than 20 times per day. Email marketing statistics show that more than half of users check their email first thing in the morning, many using their phones. If your emails don’t read well or have a nice appearance on a phone, you’re losing revenue and annoying customers and prospects.
Email marketing statistics by age group
- Millennials mainly use a smartphone to check email (59%).
- Generation Z checks out the inbox on mobile (67%).
- 74% of Baby Boomers find email the most personal channel for communicating with brands.
Devise an email marketing strategy
An email marketing strategy considers your target audience, their preferences and their needs, and encourages actions from the audience for achieving your goals. We created The Ultimate Guide to Email Marketing Strategy to help small- and medium-size businesses kickstart their email strategizing.
Topics on the page include:
- Types of Emails Your Business Could Send
- Email Lists: Growing, Managing and Cleaning
- Creating Your Email
- Email Marketing Services
- Analysis and Stats
Keep in mind, your emails (along with the rest of your content) should help the audience with their needs. For example, when creating an email marketing strategy, you should ask and answer these questions:
- Who are you sending to?
- Why are you emailing (what value are you providing to the recipient)?
- What do you want the recipient to do (make it specific)?
- When do they need or prefer to receive the email?
- Where do you want them to go (digitally speaking) when they’re done reading?
Email marketing strategy best practices
Pre-headers allow you to include preview text that a user will see when viewing a list of emails in their inbox. It can provide valuable information about the email’s content in order to entice the recipient to open.
When to send: Think about your audience and when your messages might best resonate with them. For example, if you are emailing about a weekend event, you might aim for Wednesday when people are making weekend plans. Consider your audience’s routines: when are they online, when are they thinking about your product or service, when are they making decisions?
Personalization has become impersonal and emails with names in the subject lines are often delivered as junk mail. Should you ditch personalization because of this? Not necessarily. But consider it in terms of your list segmentation and what content or offers you are delivering to members of your audience. Be personal without being spammy.
Subject lines: Using words like “free” won’t necessarily flag your email as spam or cause a user to automatically delete it. Spam filters will look at the email in general as well as the overall reputation of the sender to calculate your spam score. So feel free to test some of those “spam trigger” words in your emails. They might just compel your audience to click.
Unsubscribing: If you make it too difficult to unsubscribe, users might simply report your email as spam, which, if you have enough complaints, can affect your email deliverability. Make it easy for users to unsubscribe or manage their email preferences. Test different options including ways to “opt-down” or select alternative email frequencies or email types.
Email frequency: While you want to avoid sending too few as well as too many emails, the number of emails depends on the types of emails you send as well as your audience. For example, your company might send a larger number of emails, especially if transactional emails are a part of the purchase or sales process. If the emails are relevant, the quantity becomes less important.
Plan, execute and measure – these email marketing tactics are key to growing your business through this channel. There’s a lot of solid information on our email marketing page, but you may have questions beyond that content. Reach out – via email or an old-school phone call – and we’ll get you some answers.