Email Marketing Stats That Have A Direct Impact On ROI

1. 91% of consumers check their email at least once a day.²
According to The Radicati Group, there were 3.6 million email accounts in 2013.³ The market research firm forecasts that by 2016, the number of email accounts will have increased to 4.3 billion worldwide. These email marketing facts make it clear that consumers are comfortable getting information via email.

Successful email marketing campaigns need their target customers to open their emails and follow through with a click, swipe or tap in order to drive revenue. One tip is using "Alert" or "News" or "Bulletin" in the email subject line for a higher open rate. Given email growth, I’d argue that it’s going to get more and more challenging to get the users’ attention to open emails. Users can’t click through or engage with the email without opening it, so focus on increasing open rates.

2. 66% of consumers have made a purchase online as a result of an email marketing message.⁴
Customers are buying products and services from successful email marketing campaigns on a consistent basis. According to Experian, emails sent on Mondays have the highest revenue per email, although customers purchase all 7 days throughout a week.⁵ There is a strong argument not to be a follower here, test deploying emails on other less popular days. And determine which days make the most sense for your company to deploy emails. 7 in 10 people say they make use of a coupon or discount from a marketing email that they received in the prior week.⁶ Adding offers and discounts is a proven direct marketing best practice and a solid technique to get customers to click through to a landing page.

3. 39% of marketers have no strategy for mobile email.⁷
Email is no longer limited to computers and workstations; instead 48% of emails are opened on mobile devices.⁸ In fact, as many as 64% of decision makers read their email on their mobile devices.⁹ These email marketing facts demonstrate that a successful email marketing campaign must include a strategy that takes the use of mobile devices into consideration or a high percentage of customers are being missed.

Consider not only the email, but the complete user experience and how conversions occur in the mobile environment. Many companies have an easy time adopting responsive emails, but can’t get the ordering process mobile-friendly, resulting in a less than perfect user experience.

4. Only 11% of emails are optimized for mobile.¹⁰
With the growing use of tablets and smartphones, mobile-responsive email formats are essential. It is crucial for marketers to move forward on implementing responsive technology to ensure successful email marketing efforts. A responsive format creates an email that will automatically open in the correct configuration for any size mobile device. It fits properly on the screen for easy reading and is more convenient to scroll through, resulting in less user frustration and a higher likelihood of engagement and click-throughs.

5. 17% of marketers don't track or analyze email metrics for their organization.¹¹
Analytics and data are key factors in understanding behavior and performance, and in helping to dissect what is driving a successful email marketing campaign. If a company is not tracking and analyzing data, their email campaign, it is likely leaving money on the table. Analytics can lead to insights that can improve campaign performance.