You’ve got mail! And if you’re a small business owner, that mail is probably pretty important to your bottom line. Why? Because email marketing is one of the most powerful and cost-effective ways for small businesses to reach their audience and impress potential customers.
Whether you’re checking your personal inbox or your business inbox, email marketing statistics show that email is becoming more important to consumers than ever before. It’s quick, easy, and efficient – perfect for our fast-paced lives. And for businesses, email provides an incredible opportunity to connect with their subscribers and generate sales.
If you’re a small business owner, it’s important to understand how email marketing can benefit your bottom line and help your business grow. These 20 email marketing trends show just how crucial email is for businesses, and why you should be incorporating it into your digital marketing strategy for 2022 and beyond.
1) Over 347 billion emails are sent every day.
What This Means for Your Business: Your company’s emails have a lot of competition in your subscribers’ inboxes. A company could be giving away a million dollars in the body of their email, but their subscribers would never know this if the email subject line doesn’t immediately catch their attention. Stand out by using creative subject lines that grab their attention by utilizing humor, personalization, or by asking a question.
2) 51% of businesses are currently doing email marketing.
What This Means for Your Business: If you’re one of the 49% who aren’t, you’re missing out on a huge opportunity to connect with current and potential customers. Email marketing is one of the most effective (and affordable) ways to reach your target audience. Not only that, but it’s also a great way to stay top-of-mind with your current customers. Even if they aren’t ready to work with your company yet, they’ll remember seeing your name in their inbox when they are.
3) Email marketing has an ROI of $42 per dollar spent.
What This Means for Your Business: Email marketing generates one of the highest ROIs of any digital marketing channel. In other words, for every dollar you spend on email marketing, you can expect to see a return of $42. If you invested $100 in an email campaign, you can see how quickly that number would start to add up. Email marketing might be a slower burn than other digital marketing channels initially while you’re building up your subscriber list, but it’s more than worth the investment.
4) The average marketing email contains about 434 words.
What This Means for Your Business: When it comes to email marketing, the quality of your writing is far more important than the quantity. It makes sense – the majority of your subscribers are checking their emails on a mobile device (we’ll get to that later). This means they don’t have the time or patience to wade through a long, drawn-out email. Keep your emails short and sweet, but make sure they’re packed with helpful information. You can always provide links to pages on your website for more in-depth reading.
5) 88% of subscribers view a company more favorably if they personalize their emails.
What This Means for Your Business: Remember what we said about finding a way to stand out in a cluttered inbox? Personalized emails have a much higher chance of being opened and read than generic emails. There are a few different ways to personalize your emails, but the most common is to use the subscriber’s first name in the email subject line or body. You can also segment your email list so that you’re only sending relevant information to each group – we’ll get to that in detail later.
6) Welcome emails have an average open rate of 82%.
What This Means for Your Business: A welcome email is the perfect opportunity to make a good first impression with your subscribers. They’ve just made the first move and said they want to hear from you, so take advantage of that! Include a personalized message, introduce them to your brand, and give them a taste of the content they can expect to receive from you. If your company is product or service-based, consider providing a discount in your welcome email to nudge your new subscriber towards making their first purchase.
7) A/B testing can increase your email marketing ROI by 37%.
What This Means for Your Business: A/B testing, also known as split testing, is a method of comparing two versions of an email to see which one performs better. The most common metric used in A/B testing is open rate, but you can also test for click-through rate, unsubscribe rate, and even conversion rate. Some of the most commonly changed elements in an A/B test include the subject line, calls to action, images and colors. Once you’ve determined which version of your email performs better, you can send that version to your entire list for improved results.
8) Subject lines with an emoji have a 56% higher open rate than those without.
What This Means for Your Business: Who doesn’t love a good emoji? Turns out, your subscribers do too. Emojis are a great way to add personality to your emails and stand out in a cluttered inbox. Just make sure you’re using them sparingly – too many emojis or using them in the wrong context can actually have a negative impact on your open rate. When in doubt, check out what other businesses are doing and find a balance that works for you.
9) 68% of millennials like seeing emojis, stickers and GIFs in an email.
What This Means for Your Business: Millennials are a huge part of the target market for most businesses, and it’s important to understand what makes them tick if you want your emails to be successful. Because millennials tend to prefer visual content over text-based content, emojis, GIFs, and other images can help improve the overall appeal of your emails. Just be sure not to use them too much – millennials are also the most likely demographic to report your company’s emails as spam if they’re clogging their inbox with too many images. How many images is too many, you ask?
10) The ideal text-to-image ratio for emails is 4:1.
What This Means for Your Business: While images can be a great addition to your emails, it’s important to make sure you’re not using too many. A 4:1 text-to-image ratio is the sweet spot for most businesses – any more images than that and you run the risk of turning off your subscribers with a slow-loading email. That said, there are always exceptions to the rule. If you’re sending an email with a lot of visual content, such as one that uses product images or infographics, it may be fine to use more than 4:1 text-to-image ratio. Just remember to test your emails before sending them to make sure the images are not so large that they ruin your email’s formatting on mobile devices.
11) Two thirds of consumers prefer image-based emails over text-based.
What This Means for Your Business: With so many emails competing for attention in your subscribers’ inboxes, it’s no surprise that consumers are starting to favor image-based content over text. By using images in your email marketing campaigns, you can help increase engagement and make your brand more memorable for your audience. I know what you’re thinking – doesn’t this go against the golden 4:1 ratio we just discussed? Not necessarily. Remember, the 4:1 ratio is a guideline, not a hard and fast rule. If you’re careful with your image selection and use images that are relevant to your content, you can still create beautiful, effective emails that will stand out in your subscribers’ inboxes.
12) 64% of B2B businesses automate their emails.
What This Means for Your Business: Automation has become a critical tool for many businesses, and email marketing is no exception. Automating your emails can help streamline your workflow, allowing you to focus on creating better content rather than sending out individual messages. There are a wide range of tools available to help you automate your emails – all you have to do is decide which ones work best for your business. Whether you choose to automate every single email or only use automation for specific campaigns, automating your emails can help give you an edge over your competitors in the crowded world of email marketing.
13) Segmenting your email audiences increases your click-through rates by 50%.
What This Means for Your Business: While segmenting your email list may seem like a lot of work, it’s well worth the effort. By sending targeted messages to different segments of your audience, you can improve the relevance and performance of your emails, leading to higher click-through rates than if you had sent them all the same message. There are many different types of email segments you can create, from subscribers who have purchased a certain product to those who live in specific geographical areas. The best way to start segmenting your list is by looking at your analytics data. Which emails are performing the best? Who is responding most positively to your content? Once you start answering these questions, you’ll be able to better target your audiences and send more effective email marketing campaigns.
14) 61% of consumers say they would like to receive promotional emails weekly, 38% even more frequently than that.
What This Means for Your Business: For most businesses, a weekly email is a good frequency to aim for. However, if you have a large list or are selling products that customers need on a regular basis (such as food or clothes), you may want to consider sending emails more often. The important thing is to strike a balance between too many and too few emails – send too many and you risk annoying your subscribers, but send too few and they may forget about you. The best way to determine how many emails to send to each segment of your audience is by testing different frequencies in your campaigns. This will help you identify which frequency works best with your particular subscribers so you can maximize engagement without driving up your unsubscribe rate.
15) The average email open rate for all industries is 21.33%.
What This Means for Your Business: Your open rate is one of the most important metrics to track in your email marketing campaigns. It gives you an idea of how many people are actually seeing your content, and it can be a good indicator of whether or not your campaigns are resonating with your audience. If your open rates are lower than around 21%, it may be time to take a closer look at your subject lines and content to see if there’s anything you can do to improve them. As we mentioned previously, make sure you are segmenting your list so you are sending relevant messages to each subgroup – this will help ensure that your emails are being seen by the people who are most likely to be interested in them.
16) 88% of smartphone users check emails on their phone.
What This Means for Your Business: One of the most important things to consider when it comes to email marketing is how your customers’ different devices will affect their ability to engage with your content. As the use of smartphones and tablets continues to increase, it’s more important than ever to make sure that your emails are mobile-optimized so they look good on any screen. This means using a responsive email template that will adjust to whatever device your subscribers are using, as well as keeping your subject lines and content short and to the point so they can be easily read on a small screen. By making sure your emails are accessible on any device, you’ll be able to reach the largest number of people possible and maximize the chances that your message will be seen and acted on. On that topic…
17) Nearly 20% of email campaigns aren’t optimized for mobile browsing.
What This Means for Your Business: You have a huge opportunity to stand out from your competitors if your email campaigns are optimized for mobile browsing. 2 out of every 10 emails your subscribers are opening haven’t been adjusted for a smaller screen, which means they are likely to be difficult to read and may not display properly. This can lead to a poor user experience and may even result in an email being deleted without being read. Make sure you are using a responsive email template so your emails look good on any device so you can prevent this from happening.
18) Email marketing is 40% better at driving conversions than social media marketing.
What This Means for Your Business: If you’re looking to get the most bang for your buck and increase your ROI, email marketing is one of the most effective tactics you can use. Subscribing to a company’s emails is a much higher indicator of interest than a simple social media like, so you can be sure that the people who are opting in to receiving your emails are genuinely interested in what you have to offer and not just passively browsing through their feeds. While many businesses have started using both channels together for an even bigger impact, if you’re really looking to increase your bottom line then you can’t go wrong with focusing on email marketing first.
19) 72% of customers say email is their preferred channel of business communication.
What This Means for Your Business: One of the biggest advantages of using email marketing is that it gives you a direct line to your customers’ inboxes. When they subscribe to receive emails from your company, they are signaling that they want to hear more about what you have to offer – something that can’t necessarily be said of other digital marketing channels. In a world where customers have so many options and are bombarded with marketing messages from all sides, it’s more important than ever to make sure your communications are focused and relevant. By using email marketing, you can be confident that your messages are getting through to the people who want to hear them the most.
20) 59% of B2B marketers say email is their most effective revenue generator.
What This Means for Your Business: While other digital marketing channels may be gaining in popularity, email marketing continues to reign supreme when it comes to driving revenue for businesses. With nearly 6 out of every 10 B2B marketers naming it their top revenue generator, it’s clear that this is a channel you can’t afford to ignore if you’re looking to grow your business. By investing in email marketing and building a list of subscribers, you’ll be able to tap into a powerful revenue stream that will help you reach your business goals.
From Email Marketing Statistics to Email Marketing Subscribers
Email marketing is one of the most effective digital marketing channels available, and these statistics show just how powerful it can be. If you’re not already using email marketing to grow your business, there’s no better time to start than right now. Whether you’re looking to increase your conversion rates, drive more revenue, or simply stay connected with your customers, email marketing can help you accomplish all of these goals and more.
If you’re going to commit to an email marketing strategy, you want to make sure you’re able to commit to the amount of time you’ll need to do it right. Of course, for a busy business owner, free time isn’t always easy to come by. That’s where we come in.
The Creative Click Media team is well-versed in all things email marketing, from strategy and design to implementation and reporting. We’ll work with you to create a custom email marketing plan that fits your business goals, and we’ll help you grow your email list and manage your email marketing campaigns so you can focus on running your business. Your comprehensive email marketing strategy is only a click away – contact us to get started.
Looking for even more digital marketing stats to get you started? Check out our picks for the local SEO statistics, web design statistics, content marketing statistics, SEO statistics and social media statistics every business owner needs to know in 2022.
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