40 Email Marketing Statistics to shape your marketing strategy in 2020

Whether you’re looking for data to back up why you should be
investing more time and effort into your email marketing strategy,
need to understand the email marketing landscape in 2020 or even
need inspiration when planning, we have compiled the latest
statistics that will assist at a time you need it!

Email Users

Email is alive and kicking and is being consumed in abundance
all over the world.

  1. Email remains an integral part of daily online life, with
    3.9billion users in 2019 predicted to grow to 4.48billion in 2024.
  2. Despite the increase of social media, consumers are also
    turning more to the email channel for personal reasons with 86% of
    individuals sending emails in 2019 compared to 57% in 2007 –
  3. It is predicted that in 2022 there will be 347.3 billion emails
    sent every single day – Statista
  4. Consumers spend over 2 hours a day checking in on emails –
  5. Over 70% consumers check their emails when going to bed and
    equally the same when waking up –
  6. The most email opens happen on either GMAIL or Apple iphone –
    with both at 28% each – Litmus
  7. 42% emails are opened on mobile devices – Litmus
  8. The most popular time to read email in the UK is in the
    afternoon between 4pm and 5pm. Mobile opens in the UK peak at 6pm

Email Marketing Effectiveness:-

Email’s effectiveness goes from strength to strength.

  1. Email Marketing ROI is now £35:£1 – a drop from the heady
    increase post GDPR but still on an upward trajectory over time –

    Pure360 & DMA
    �   Email Marketing ROI 2020
  2. Email the most preferred channel to communicate with consumers
    across the whole customer lifecycle. With 72% marketers using email
    at the pre-purchase stage. 81% Marketers using email at post
    purchase stage. 73% using email for customer services. –
    DMA Marketer Email Tracker 2020
    Email is the preferred channel
  3. Email is the preferred channel for both consumers and
  4. Half of businesses are focused on ‘Sales’ as a key metric
    in evaluating their email marketing effectiveness. – –
    DMA Marketer Email Tracker 2020
  5. 35% of marketers send 3-5 emails per week to their customers
    – Hubspot
  6. Welcome emails can generate up to 60% in open rates and 14%
    click through rate –
  7. Delivery rates have increased over the last 5 years rising to
    98.5% – –
    Pure360 & DMA
  8. In one year B2B email delivery rates have increased from 95% to
    98.8% –
    Pure360 & DMA
  9. Average email open rates have increased from 17% in 2015 to 20%
    in 2019 –
    Pure360 & DMA
  10. The Travel industry saw the highest click rates in 2019 at 3%
    compared to other industry averages hovering around the 2% –

    Pure360 & DMA
  11. 49% workers read marketing emails from brands in their personal
    accounts during the working day – Pure360 consumer research
  12. 73% consumers like it when brands remind them by email that
    contracts or subscriptions are coming to an end – Pure360
    consumer research
  13. 63% consumers want email notifications when an out of stock
    item becomes available again online or in store – Pure360
    consumer research

Email Marketer Challenges in 2020

Despite its effectiveness, marketers are still faced with many

  1. 44% Marketers say a limited budget is a challenge to
    successfully executing their email marketing programmes. –

    DMA Marketer Email Tracker 2020
  2. Whilst lack of data, content and strategy remain at in the top
    4 challenges to successfully executing email marketing programs –

    DMA Marketer Email Tracker 2020
  3. Less than one in five marketers rate themselves leading the way
    for the industry across email sophistication. –
    DMA Marketer Email Tracker 2020
  4. GDPR is still high on the agenda for a 35% of all marketers and
    27% saying they were concerned about compliance and the threat of
    fines. –
    DMA Marketer Email Tracker 2020
  5. 19% of marketing budget is spent on email marketing. This is up
    year on year and almost double the 11% reported in 2018 –

    DMA Marketer Email Tracker 2020
  6. Only 32% marketers are spending over 20% of their marketing
    budgets on email marketing –
  7. 58% of marketers believe over half of their emails are useful
    to the consumer. Compared to only 13% of consumers that believe
    over half of the emails they received are useful. There is a
    disparity that marketers need to address. –
    DMA Marketer Email Tracker 2020

The Impact of COVID-19 on Email Marketing

As consumers were forced to move online and most businesses
closing their physicals stores, the impact on email has been a
double edged sword.

  1. When brands dialled down their email communications many
    consumers were missing them. This was polarised though – 43% men
    were missing these absent emails compared to 18% females –

    Pure360 & emailexpert consumer research
  2. During COVID we saw 250% increase in sign-ups –
    Pure360 & Profusion research
  3. There was a 40% reduction in emails –
    Pure360 & Profusion research
  4. As mobility decreased there was an increase of 28% in desktop
    readership –
    Pure360 & Profusion research

Email personalisation statistics

How many marketers are using personalisation in their email
marketing and what success are they having?

  1. 38% of companies are not undertaking any kind of
    personalisation (Econsultancy).
  2. Only 7% of consumers are likely to engage in marketing
    communications that reference their birthday in the subject line
  1. Just 8% would be likely to engage more with a retailer if they
    addressed them by name in their marketing (Pure360).
  2. Nearly half of consumers would be likely to engage more with
    retailers that send offers that are relevant and interesting to
    them (Pure360).
  3. 51% of marketers say the ability to segment email lists is one
    of their most effective personalisation tactics (Ascend2).
  4. 50% of marketers say the ability to individualise campaign
    messages one of their most effective personalisation tactics
  5. Segmented and targeted emails generate 58% of all revenue
  6. 42% of marketers do not send targeted email messages (MarketingProfs).


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40 Email Marketing Statistics to shape your marketing strategy in
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Source: FS – Email Marketing Blogs!
40 Email Marketing Statistics to shape your marketing
strategy in 2020