Email Marketing Effectiveness Statistics

Email marketing is still relevant and should be part of your marketing strategy. This article will explain why email marketing is effective, provide you with some email marketing effectiveness statistics, and outline metrics you should be tracking to ensure your emails are as effective as possible.

email marketing effectiveness statistics

AudiencePoint is trusted by the world’s biggest senders and respected global brands

TESTIMONIALS

Based on the ListFit insights, “we suppressed the dormant Gmail addresses and saw a dramatic improvement in our Inbox placement!  Our team is glad to have made an impact with your tool – so thank you!”

ListFit gives us a picture of our list we’ve never seen before. It helped improve our re-engagement campaign in less than a month!”

Email Engagement increases email effectiveness and revenue 

One of the easiest ways to increase revenue through the email channel is to increase engagement amongst your best subscribers. First, you need to understand who your best subscribers are and how they engage with other emails in their inbox ie, emails that other brands send them. This will allow you to show up for them in ways that your data alone won’t reveal. 

There is a portion of the inactive subscribers on your list that are engaging with other emails in their inbox. Our second-party data sources identify which emails are active on other lists and leverage send time data to help you re-engage them. Decreasing the amount of inactive emails on your email list can have a effective positive effect on revenue. 

We can use 2nd party email engagement data to identify your new subscribers who are actively engaged in their inbox and focus campaigns to warm new IPs broken down by specific mailbox providers. Email inbox providers prioritize engagement for inbox placement and deliverability when scoring IP reputation. Focusing on the most historically engaged subscribers at the beginning of your warming campaigns increases deliverability and IP warming speed.  

Apple opening your mail is making it hard to trust your open rates, but that doesn’t mean that your subscribers aren’t engaging with your email. Our engagement scores do not consider false proxy opens, allowing you to have confidence in your list. Furthermore, we can identify subscribers who are unengaged on your email list and may be receiving proxy opens but still have the potential to re-engage. 

Your Email Engagement Powered by our Second-Party Data Pool

AudiencePoint’s second-party data pool can help you identify untapped revenue in your email list. Our second-party data pool gives you a multi-brand view of your subscribers’ inbox habits, so you have a leg up against competition using first-party data or leveraging a third-party vendor. Our insights will allow you to deploy re-engagement campaigns responsibly improving inbox placement and avoiding deliverability issues.

1.7 T

1.7 trillion behavior signals captured / week

22 TB

Stored consumer email behavior data

90%

Coverage of Email Market in US

150+

B2B and B2C data sources feeding pool

Email Marketing Effectiveness Statistics

If you’re thinking about taking the leap into email marketing, you may wonder about the average effectiveness of email campaigns. The truth is that email marketing has one of the highest ROIs of any type of marketing. This is because most people use email and also because the initial investment to get started with email marketing is low. Let’s dive into some of the statistics on email marketing. 

Effectiveness of Email Marketing Statistics

Email marketing statistics show that email is still an essential part of any brand’s marketing plan. Here are some email marketing stats that stand out:

  • Research has shown that consumers spend 138% more when they are marketed to through email compared to when no emails are sent out. 
  • The average return on investment (ROI) for marketing emails is $36 for every $1 spent. Studies have also shown that the top 18% of companies achieve an ROI of $70 for every $1 spent.
  • When compared to social media advertising on Facebook and Twitter, email marketing is 40 times more effective

These statistics show just how effective email marketing can be and why you should take advantage of the power of email as part of your marketing strategy.

Which Metrics Should You Track to Measure the Success of Email Marketing Campaigns?

To help measure the success of email marketing, there are specific metrics you should track. Email engagement success metrics that are important to track include:

Tracking and optimizing each of these metrics will help ensure the success of your email campaigns. AudiencePoint’s email insight software can help you track these metrics by providing helpful data for your marketing emails. The following sections will provide information on what each of these email success metrics means and how they impact the effectiveness of your marketing emails. 

How Bounce Rate Impacts Email Effectiveness

Email bounce rate is the percentage of emails that are not accepted by the receiving domain out of the number of emails sent. There are several reasons emails can bounce, including:

  • Flagged content in the email
  • Poor sender reputation due to spam complaints or low open rates
  • Restrictive DMARC record on your sending domain
  • Server outages
  • The email address no longer exists
  • The inbox is full

Tracking the bounce rate of your emails is essential to ensure that your email subscribers are actually receiving the content you send out. If emails bounce, your emails can’t be effective, since your subscribers won’t get them in the first place. AudiencePoint’s email insight software can provide you with actionable data on how you can improve your email campaigns and lower your bounce rate. Our software identifies which of your subscribers are engaged vs inactive, so you can send emails only to subscribers who are likely to open them and use personalized subject lines to target specific users.

How Click-Through Rate Impacts Email Effectiveness

Click-through rate is a big indicator of an email’s effectiveness. The click-through rate is the percentage of recipients who click on a link within an email. Having a high click-through rate is a sign that your email content is engaging, that you have a solid call to action, and that readers are responding positively. Link clicks are essential for increasing web traffic, generating more conversions, and getting subscribers interested in what you have to offer. 

How Conversions Are a Sign of Email Effectiveness

The conversion rate is based on the percentage of recipients who take an intended action after opening an email. Common types of conversions are sales, sign-ups, subscriptions, or app installs. High conversion rates show that your emails are effectively helping you achieve your main goal from email marketing. This leads to increased revenue and company success.

How List Growth Rate Is a Sign of Email Effectiveness

List growth rate is the rate at which you gain new subscribers to your email list. If your email list is continuously growing, it is a sign that you are effectively gaining new subscribers through whatever route you are choosing to promote email sign-ups. 

List growth rate also takes into account the number of email unsubscribes or opt-outs. If your list is continually growing, it also means that people are subscribing at a higher rate than those who are unsubscribing because they are likely interested in your emails. 

How Open Rate Impacts Email Effectiveness

The open rate for emails is the percentage of recipients who open an email you send. High open rates show that your email subscribers are engaged with your content and that your subject lines are effective at getting people to open the email. 

Open rate is also essential because a low open rate can lead to emails being rejected by the server or sent to spam. When this happens, it is hard to recover email sender reputation and get servers to start accepting your emails again. So continuously working to keep subscribers engaged is vital for the long-term success of your email marketing efforts. 

Note: While open rate is an important metric, the way it is tracked and calculated has been impacted by Apple’s current mail privacy policy (MPP), which opens emails on Apple’s own proxy servers before they land in a recipient’s inbox. This inflates open rates when they are tracked through email marketing software and changes the way the email open rate metrics will be used going forward.

However, AudiencePoint is aware of the effects of MPP, and our email insight software can help identify Apple MPP opens to isolate them from reporting. This helps you manage your email marketing strategy and track email marketing data effectively. 

How Return on Investment (ROI) Indicates Email Effectiveness

ROI is the amount of revenue gained compared to the dollar amount invested in creating a marketing email. ROI is an important metric for email effectiveness, because it shows how well your investment in email marketing is paying off in terms of sales. 

How Unsubscribes Impact Email Effectiveness

Unsubscribes are the number of people who unsubscribe or opt-out from receiving future marketing emails from your company. If a high number of people are unsubscribing, it is likely a sign that your email content isn’t engaging or isn’t satisfying your subscribers’ needs. A high unsubscribe rate can also indicate that people are being subscribed to your email list when they don’t want to be. Ensuring you provide value in emails and letting new subscribers know exactly what your marketing emails will be like before they subscribe are good ways to reduce the number of unsubscribes.

What Percentage of Sales Should Come from Email Marketing?

Depending on your industry, email marketing revenue can make up a significant percentage of your overall sales. On the top end, a good metric to aim for is that 25-35% of your sales should come from email marketing. Being in this percentage range shows that your emails are effectively generating revenue as part of your overall marketing efforts. 

 

Is Email Marketing Dead?

Email marketing is not dead. In fact, 37% of brands are increasing their email marketing budget, due to its effectiveness. While the top email marketing strategies have changed over the years, it is still possible to get great results and a high return on investment when you put the time and effort into developing an email campaign. 

Email Usage Statistics Facts

Email usage statistics also show that email marketing is still a viable option to use as part of your company’s marketing strategy. A large percentage of people use email every day and often check it multiple times a day, so email is far from being obsolete. 

What Percent of the World Uses Email?

Over 4 billion people actively use email worldwide. This means over 50% of people worldwide are active email users. With so many people using email, email marketing can effectively reach consumers in many different demographics, locations, and niches. 

How Many Emails Does the Average Person Receive Per Day 2023?

It is estimated that the average person receives between 100-120 emails per day in 2023. The volume of emails that people receive makes for more clutter in email marketing. However, making your emails more engaging through writing eye-catching subject lines, providing valuable content, and investing in high-quality email design will make subscribers want to open and read your content.

What Percentage of Businesses Use Email Marketing?

About 80% of businesses use email marketing for customer acquisition and retention. Email marketing effectively keeps customers engaged and keeps certain brand names at the top of their minds when they need to make a purchase.

What Percentage of Emails are Opened?

On average, the email open rate is around 21.33% across all industries (excluding Apple MPP opens on mobile devices.) Creating engaging subject lines is one of the top ways to increase your email open rate. Consistently providing valuable content will also make email subscribers want to open your emails and even look forward to reading them. Improving these aspects makes it possible to get your open rates above the average of 21.33%. 

How AudiencePoint Can Help With Your Email Marketing Strategy

Email marketing is still an extremely relevant way to market your company’s products and services. People worldwide use email every day, so branded emails are an effective way to reach people and get their attention. Tracking important email metrics is essential to set your email marketing campaign up for success. 

If you would like additional help with email engagement, AudiencePoint’s email insight software can help. AudiencePoint makes the email marketing process easy by providing you with actionable insights into how you can improve your campaign.

For example, our software helps you identify which subscribers are active vs. inactive, so you are only sending out emails to readers likely to open and interact with them. Our software can also exclude Apple MPP opens, so that you can be sure you are working with accurate metrics. These examples are just a couple of the ways that our email insight software can help you increase your email marketing ROI. Contact us today to learn more about how we can help you nail your email marketing campaigns.

Contact AudiencePoint to learn more today!

 

 

Read More on Our Blog

When Should You Send an Email on Sunday?

Many email marketers are starting to realize the time of day you send emails can affect engagement quite a bit.  If you look at data on consumer behavior, you’ll quickly realize it’s harder to reach the average consumer on the weekend. It means there’s often a...

What Is the Best Day to Send an Email Marketing Message?

A growing topic of conversation in the email marketing space is optimizing the day you send email marketing messages. More studies show that it’s an essential strategy for success since consumer engagement varies on different weekdays.  This article will outline...

Sending Cold Emails at Night

Have you heard about the benefits of cold emails to land new clients and business prospects? Many marketers, entrepreneurs, and freelancers are taking notice of cold email as a great strategy.  Since many business professionals who are looking for new prospects...

Do People Open Emails on Saturday?

Are you considering sending a marketing email on Saturday but unsure if your subscribers will open or see it? You’ve come to the right place.  This article will break down the answers you need to know. We’ll cover everything you should know about sending emails on...

Is Saturday a Good Time to Send an Email?

A current topic of discussion in the email marketing space is send time optimization. How can brands reach consumers at a time when they’re most likely to engage and convert?  At AudiencePoint, we have the tools you need to achieve email marketing success. We’ll...

Is It Better to Send an Email at Night or in the Morning?

Any marketer planning out their next email campaign will want to know the best time of day to email subscribers. A common question is whether emailing at night or in the morning is better.  Nighttime can seem like a good point in the day to send emails. Most people...

Is It Better to Send an Email on Thursday or Friday?

Email marketers are beginning to realize that sending content on the right day of the week is important. You want to make sure you reach subscribers when they’re most likely to engage and convert.  With that in mind, many wonder if it’s better to email on...

What Is the Best Day of the Week to Send an Email Campaign?

Any email marketer knows that a lot of effort and strategy go into creating an effective email marketing campaign. You have to create great content that captivates a reader’s attention, plan email frequency, and come up with some great subject lines.  Many are...

What Is the Best Time to Send an Email?

Email marketers are beginning to realize that optimizing the time you send content helps get better and more consistent engagement rates.  Reaching anyone when they’re the most primed to engage is likely to achieve better results. Plus, the way email inboxes...

Is It Better to Send an Email on Friday or Monday?

Sending an email on the right day of the week is essential. If you want high engagement rates, you have to reach subscribers when they’re most likely to check their inboxes. This can be particularly tricky for email marketers trying to send emails around the weekend...