As face-to-face communication became impossible during the pandemic, email and other digital marketing strategies became even more essential for brands. In fact, Hubspot recently reported that 78% of marketing professionals have seen an increase in email engagement over the past year.
But the economic crisis brought on by Covid-19 also led to major budget cuts, and for 40% of marketers say those cuts included email — doing more with less became a requirement for all of us, and marketing professionals were no exception.
The pandemic isn’t over yet, but it’s already irrevocably changed the landscape of email marketing. Since understanding the lay of the land is essential to strategizing and overcoming challenges, we wanted to provide you with some relevant stats for the shifting industry.
Email Marketing Stats to Help You Plan for 2022
1. By 2022, Over 347 Billion Emails Will Be Sent Every Day.
That’s up from just under 294 billion in 2019. While teams may be scaling back in other areas, email as a form of sales outreach, customer support, and lead nurture is only increasing.
2. Over 4 Billion People Use Email — and that Number is Growing.
By 2024, it’s expected to reach 4.5 billion. Email marketing is so effective because it’s a direct line to engaged prospects. And with more people using email as time progresses, that’s more opportunity for businesses to connect.
3. Two-Thirds of Subscribers Like to Receive Branded Emails At Least Once a Week.
People like receiving emails, but we can bet that they like it, even more when the emails are personalized and catered to their needs.
4. 35% of Marketers Reach Out to Customers Three to Five Times a Week.
Email marketing frequency is all about finding that happy medium. You don’t want to email your subscribers too much, as you could risk annoying them until they hit “unsubscribe.” If you aren’t sure what your frequency sweet spot is, try including a survey in your welcome emails to new subscribers, asking them how often they’d like to hear from you.
5. 59% of B2B Marketers Say Email Marketing is the Most Effective Channel at Generating Revenue.
When it comes to increasing customer acquisition and customer retention, there are tons of email marketing strategies to use. It’s helpful to have email marketing software to help you set up email triggers so you can capitalize on lead behavior and strike when the iron is hot.
6. Tuesday and Thursday are the Best Days to Send Emails.
Tuesday wins top day of the week for engagement, but Thursday is a close second. We suggest avoiding Mondays because people are typically playing catch-up from the weekend, and it’s likely your email will get buried. We also recommend avoiding Friday, as people tend to take Fridays off for vacation time.
7. Personalization Improves Results.
In one survey, 88% of respondents said they look more favorably on emails that feel personally written for them. This makes total sense, too. How likely are you to buy a product you need versus one you’ve never heard of before? Personalized emails are a way for marketers tell you that they can read your mind and know exactly what you’re after.
8. Segmentation Increases Click-Through Rates by 50%.
According to the DMA, email segmentation can lead to a 760% increase in revenue. If your emails aren’t converting, it could be that you’re sending the same exact email to all your subscribers instead of segmenting based on lead qualifiers.
9. Welcome Emails Still Lead the Pack on Open Rates.
With a whopping 82% average open rate, the welcome email is king of engagement, getting quadruple the open rates and ten times the click rates of other email types.
10. 31% of B2B Marketing Professionals Consider Email Newsletters the Best Way to Nurture Leads.
And 87% list email as one of their top free organic distribution channels.
11. Almost 55% of Global Internet Traffic Occurs on Non-Tablet Mobile Devices.
This means if your emails aren’t optimized for mobile — and nearly 20% of campaigns aren’t — you’re going to miss out on a lot of views.
12. 59% of Millennials and 67% of Gen Z Primarily Check Email on Their Phones.
Mobile optimization is especially important for younger demographics. And, since these younger demographics are quickly becoming the leading purchase groups, you’ll want to meet them where they’re engaged.
13. Email is Considered the Most Personal Method of Brand Communication by 74% of Baby Boomers, 72% of Gen X, 64% of Millennials, and 60% of Gen Z Users.
We like those numbers! Nothing beats email marketing when you’re trying to truly reach and speak to your subscribers.
14. Autoresponder Emails Have a Whopping 98% Open Rate, with a 37% Click-Through Rate.
Automation is generally very successful, which is why around 85% of marketing professionals use email marketing software to help them automate campaigns.
15. A/B Testing Can Increase Your Email Marketing ROI by as Much as 37%.
Brands that take the time to A/B test their emails see a big surge in their ROI. So if you’re looking for a quick boost, make A/B testing a regular part of your email marketing strategy. In addition to increasing your ROI, it’s also a great way to try out new features like live content, interactive elements, and dark mode and see how they perform.
You’ve probably already heard that email marketing has an extraordinary ROI of $42 per dollar spent — that stat is from 2019 and hasn’t been updated yet, but we’re willing to bet that the value of email marketing has only gone up.
In the post-pandemic world (which we’ll hopefully be living in soon), capitalizing on that value will mean optimizing for mobile, sending out messages on the right cadence, and segmenting by demographics to target the right audiences. We hope these stats will help you navigate your strategy for next year and remind you to never get complacent with your email marketing.
Are you ready for a smarter way to engage with your customers?
Benchmark helps you do email marketing the practical way. Create an ongoing relationship with your subscribers that leads to increased sales and happier customers.