I regularly begin in-person presentations by citing some common email marketing statistics.
This is mainly to get everyone on the same page, but also to reinforce that email marketing is in fact not "dead", and is actually the most effective digital marketing channel available to small business owners.
And by the most recent stats, this is truer than ever.
Email remains the largest (4.1 billion users), most active (with 88% of users checking their inbox multiple times per day), highest engagement (~35% average opens compared to ~5-10% average social media post reach) and most profitable (with the highest measured ROI of any channel) digital marketing channel available today.
Here are some standout trends I've noticed in the latest email marketing statistics for
2024:
Average Open Rates. From an industry-wide average of ~14% up to 35%, this shows the impact of Apple Mail changes in inflating open rates. I guarantee most accounts are not actually seeing ~35% of their list open their emails. Remember to use open rates as a lagging indicator and not a true representation of actual engagement. Instead, look at unsubscribe rates and clickthroughs, ideally tracked clicks to owned media.
Mobile Optimization is Increasingly Important . >80% of Gen Z check their email at least once per day, with ~67% stating they prefer to read and send emails on mobile, compared to just under ~60% for Millennials. ~50% of readers state they will delete an email not optimized for mobile.
Personalization Is Expected. As I've written in Natural Orders, most consumers appreciate thoughtful
emails tailored to their interests: 71% of consumers state that they expect personalization, with ~76% expressing frustration when emails are not personalized to their preferences or interests. When so much of the contemporary web experience is based on algorithmic recommendation, users now also expect to be met where they're at with emails.
Don't Overlook Your Sender Name. ~42% of email users look at the sender name first, before the subject line or preview text. Is your sender name unique, readable and recognisable? How could this be impacting your CRO?
40+ Email Marketing Statistics You Need to Know for 2024
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