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Email Marketing Statistics to Boost Your Content Strategy

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We know there’s a lot of information out there, but trust us: email marketing statistics are not something you should be ignoring. According to a SEMRush survey, email is the second most-produced form of content by B2B marketers and other businesses with a content marketing strategy.

Even if it’s not an integral part of your content strategy now, there’s no reason why you shouldn’t be benefitting from the power of email too. Read on for some trends and stats – from ROI to average open rate – that might convince you email marketing is the way forward.

First, some general email marketing statistics…

It might not seem as exciting as newer forms of content marketing like social media, but let’s take a quick look at a few email stats:

  • Currently, according to Statista, there are 3.9 billion daily users of email
  • Active email accounts across the world numbered 5.6 billion in 2019, also according to Statista
  • 73% of millennials prefer businesses to use email for communications
  • 35% of professionals check email on a mobile device (says Convince & Convert)
  • $350+ million were spent on email marketing in the USA in 2019 (Statista)

In short, email marketing is big business. But why should you be trying to get a slice of the pie?

What is the ROI of email marketing?

Of course, it’s all about the numbers. First up, a big one: Campaign Monitor says that marketers using segmented campaigns have noticed an uptick in revenue by as much as 760%. If that number is a bit too big to compute, here are a couple more for you:

  • Email marketing produces approximately $55 for every $1 spent (DMA)
  • A study by Chief Marketer found that ROI on email is around 28.5%, whereas direct mail was only 7%
  • 320% more revenue is driven by automated emails than non-automated (Campaign Monitor)
  • 59% of respondents say that emails influence their purchasing decisions (Sale Cycle)
  • WordStream finds that welcome emails generate a lot more revenue when sent as a series rather than individually, or not at all

That’s all convincing – but who is even reading your emails?

Average open rate and click-through trends

According to MailChimp, the average open rate for emails across all industries is around 21.33%. Hmm, you may be thinking. Doesn’t sound great. But here are some ways to improve it:

  • 47% of email recipients will open their mail based solely on the subject line (OptinMonster)
  • Personalization helps: the recipient’s name in the subject line can boost the open rate by around 18% (SuperOffice)
  • Experion found that emojis in the subject line can be 57% more effective than no emojis

And once they’re reading…

  • Campaign Monitor finds that a call-to-action button can increase click-through by around 28%
  • But according to HubSpot, the more images in an email, the lower the click-through rate is likely to be

All told, Campaign Monitor’s email marketing statistics say you’re six times more likely to get a click-through from an email than a tweet.

So yes, social media is booming, but don’t forget to include email marketing in your content strategy as well. If the trends are anything to go by, it turns out that personalization and a snappy subject line can make all the difference.

Gonzalo Suárez
Gonzalo Suárez
Co-founder and COO @ Key Content
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