Email marketing remains a powerful tool for businesses, offering high returns and significant opportunities to engage with audiences. With an average ROI of $32 for every $1 spent, as reported by the DMA, email is a cornerstone strategy for driving conversions and building relationships. Below, we’ve compiled the latest statistics and insights from our data and sources across the web.
How Much Is an Email Address Worth?
The value of an email address depends on the industry and the effectiveness of a company’s email marketing strategy.
Average Value: Experian estimates the average email address is worth £84.50 across industries.
Industry Variations:
Travel: £236
Retail: £79
It underscores the importance of email acquisition and maintaining a robust database tailored to specific industries.
Best Days to Send Marketing Emails
Timing is critical for email success. According to Omnisend:
The first ten days of the month show the highest open, click, and order rates.
29th of the month is the single best day for order rates.
Aligning campaigns with key e-commerce sales days enhances performance.
ROI and Sales Impact
Despite predictions about the decline of email, it continues to outperform other channels:
73% of marketers rated email as “excellent” in ROI, surpassing SEO (72%) and paid search (67%).
Email accounts for 19% of sales despite receiving 13% of marketing budgets (Econsultancy / Adestra 2019).
Open and Click Rates
Email performance varies by industry, with benchmarks offering valuable insights:
Average open rate: 22.86%
Click-through rate (CTR): 3.71%
Click-to-open rate: 16.23%
Unsubscribe rate: 0.21%
Financial services emails lead with 27.9% open rates, while publisher emails lag at 17.7%.
Cart Abandonment Emails
Triggered emails, like cart abandonment emails, outperform standard campaigns:
Open rate: 40.14%
CTR: 28.64%
Fashion e-commerce: Highest performance with 43.15% open rates and 31.34% CTR. Timing is crucial: Sending cart abandonment emails within one hour yields the best results.
Subject Lines and Personalization
Effective subject lines and personalization drive engagement:
Personalized subject lines and body content significantly boost open rates.
Data usage varies: While 55% of marketers use personalization, only 25% consistently leverage transaction data.
Mobile Optimization
With 55% of emails opened on mobile devices, optimizing for mobile is essential.
42.3% of users delete emails that aren’t mobile-friendly.
Strategies like responsive design, simplified layouts, and concise content are critical for success.
Consumer Behavior and Attitudes
59% of consumers say marketing emails influence their purchase decisions.
Over 50% make purchases from marketing emails at least once a month.
Email Client and Market Share
Litmus data reveals the dominance of mobile email clients, reflecting the growing trend of mobile-first marketing strategies.
Split Testing and Optimization
Split testing remains underutilized:
Less than 50% of marketers perform split tests on campaigns.
Only 5% use statistical models to learn from results.
Takeaways for Email Marketing Success
Prioritize email acquisition and database management.
Leverage insights on timing and audience segmentation to maximize engagement.
Invest in mobile optimization to avoid missed opportunities.
Incorporate personalization and subject line testing to refine campaigns.
Utilize split testing to improve campaign effectiveness continuously.
Email marketing continues to evolve, but its potential to drive revenue, engage audiences, and deliver ROI remains unmatched. Marketers can unlock this channel's full power by applying data-driven strategies and insights.
