Are you wondering is email marketing still effective and a worthwhile strategy? Let me share some stats:
- More than 50 percent of U.S. respondents check their personal email account more than 10 times a day. (Campaign Monitor, 2017)
- 99% of consumers check their email every day. (DMA Insights, 2017)
- 82% of workers check their email outside of work hours (Campaign Monitor, 2019)
- The average worker spends 2.5 hours per workday checking email (Adobe Consumer Email Survey, 2018)
- Active email accounts are expected to hit 5.6 billion in 2019. (Statista, 2018)
- In B2C, 80% of business professionals believe email marketing increases customer retention. (Emarsys, 2018)
- Greater than 59% of marketers say email is their biggest source of ROI. (Emma, 2018)
- Mobile opens account for 46% of all email opens. (Litmus.com, 2018)
- The average open rate across all industries is 20.81%. The most opened emails relate to hobbies, with an open rate of 27.35% (MailChimp, 2018)
- 73% of millennials prefer communications from business to come via email. (Adestra, 2016)
- 35% business professionals check email on a mobile device. (Convince & Convert, 2018)
- It’s estimated that the U.S. will spend more than 350 million dollars on email advertising in 2019. (Statista, 2019)
In fact, email generates $38 for every $1 spent, which is an astounding 3,8000% ROI – making it one of the most effective options available (Litmus).
Why is email marketing still so effective?
- Email is one of the few pieces of “digital real estate” we still own. (Your website is the other one.) This means you are in control — not algorithms. You are just “renting space” on social media platforms, such as Facebook, Instagram and Twitter. Those platforms can change at any time. When a person signs up to be on your list, you can communicate consistently and ensure that the message reaches each of them, which isn’t always the case on a noisy social media feed.
- Email is old school — and we like it. In 2019, there were approximately 293 billion emails sent each day worldwide, and that number is expected to jump to more than 347 billion emails sent and received by 2022. The average American worker receives 126 emails per day. This is basically 1 email every 11 minutes. Since AOL’s popularity bloomed in 1995, we tend to think that email is ancient. In the digital age, you are right. But it’s not going away.
- Email is permission-based marketing. The folks on your email list have given you permission to reach out to them regularly — with information and details that make building fun. Over time, that could influence them into choosing you for their next project. That’s incredibly powerful!
I encourage you to take a closer look at your email marketing program. The stats don’t lie.
Originally published in August 2019, this post has been updated by Tess Wittler to update statistics and links based on information available in 2020.