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E-MAIL MARKETING STATISTICS 2021

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E-MAIL MARKETING STATISTICS 2021

  1. 1. In 2021, 4.03 billion people around the world use email
  2. 2. Email is in Top 3 Distribution Channels for Both B2C and B2B Marketers 87% of B2B marketers use email as a distribution channel 79% of B2C marketers rely on email to spread their new articles or blog
  3. 3. Email is in Top 3 Channels for the Social Sharing of Business Content 70% of professionals use email to share content related to their company or industry.
  4. 4. Email has a 90.3% penetration rate among US internet users. Comparatively, only 69% of US adults are on Facebook.
  5. 5. Email is not just a marketing channel for older generations. Data tells us that, in a 2018 study by Adobe, those who were born between 1981 and 1996 spent a whopping 6.4 hours a day on email. 41% even check their work email in bed, before or after work.
  6. 6. Segmented emails appear to perform significantly better than just mass-emailing an entire audience. The click-through rate of segmented campaigns is 100.95% higher (on average) than non-segmented ones.
  7. 7. The average email open rate ranges from 17.8% to 22.15% . Averaged out, get an open rate of 20.56% across four major platforms. (Campaign Monitor, HubSpot, MailChimp & GetResponse)
  8. 8. The highest average open rate registered in any industry is 28.72% in media and entertainment via GetResponse. The lowest registered average open rate is 13.9% in retail, via Campaign Monitor.
  9. 9. Cold outreach emails have a higher open rate than opt-in marketing emails The open rate benchmark is 27%, almost 10% higher than the lowest average of automated email providers.
  10. 10. The average click-through rate of emails ranges from 2.6% (Campaign Monitor) to 3.43% (GetResponse). Media has the highest average click-through rate, with 4.62% from MailChimp, and 4.48% from GetResponse. The lowest average CTR was in retail with 1.6% from Campaign Monitor.
  11. 11. The average bounce rate recorded by providers ranges from 0.58% (MailChimp) to 0.7% (Campaign Monitor). On average, media and entertainment saw the lowest bounce rates with 0.27%, 0.3%, and 0.4%, respectively. Agencies, real estate firms, and business services are the industries with the highest bounce rates.
  12. 12. The average unsubscribe rate from providers ranges from 0.1% (Campaign Monitor) to 0.48% (HubSpot). Media and entertainment have the lowest overall unsubscribe rate, with 0.12%, 0.3%, 0.1%, and 0.19%, respectively. Real estate and agencies have some of the highest averages across the board.
  13. 13. In 2021, the average conversion rate of emails is 1.22%, according to Barilliance. That’s just over one sale in 100 emails.
  14. 14. In 2019 (Latest), the average Return on Investment (ROI) was $42 for every dollar spent on email marketing, according to both DMA and Litmus.
  15. 15. According to Barilliance, 8.24% of cart recovery emails lead to conversions. That’s a lot higher than the average email conversion rate of just over 1%.
  16. 16. According to SaleCycle, the average sales uplift of implementing cart abandonment emails is 4.43%
  17. 17. Emails delivered in the early morning appear to give the best results for each email sent. That’s the clear conclusion according to research by Omnisend. In terms of open rates, the morning hours between 7 and 9 AM appear to have a noticeable advantage. 6 PM appears to be the best time to send emails to drive sales, with the highest average order rate.
  18. 18. Ideal Subject Line Length Brief subject lines seem to underperform both in terms of click-through rates and overall engagement. The vast majority of emails are sent with subjects of 100 characters or less. But longer subject lines (110–140 characters) have higher click-through and open rates. (Research from Marketo)
  19. 19. Under 4% of emails sent include emojis, the average open rate is exactly 3% higher than emails without them.
  20. 20. Personalized Subject lines perform better but till a small limit. With under 12% of total messages and an open rate that’s only 0.54% better, it’s far from conclusive.
  21. 21. Importance of Specific Phrases in Email Only a few of the words and symbols appear to push the emails above GetResponse’s 22.15% average open rate.
  22. 22. 56.5% of marketers use GIFs in at least some of their marketing emails.

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