Email marketing is usually implemented through automated marketing software or platforms that serve to send personalized email sequences days, weeks, and even months in advance.
These emails may include: educational content, articles of interest via newsletter subscription; offers, promotions, discount codes; product and price catalogues; invitations to events.
Learn about the importance of continuing to implement email marketing as a digital marketing strategy by discovering global statistics on its use, the conversion rates it generates, and other highlights in research developed by Statista , Nielsen , Campaign Monitor , and Hubspot .
Statesman
Statista is a company that offers services for the collection, analysis and distribution of statistical data on more than 80,000 topics. This data is extracted from more than 22,500 sources from market and opinion studies, in order to identify trends in the digital market and economic and financial indicators.
In the report “Number of e-mail users worldwide 2017-2024” Statista points out that:
In 2020, the number of global email users reached 3.9 billion, and is projected to increase to 4.48 billion users by 2024.
In 2018, approximately 281 billion emails were sent and received every day around the world. This figure is expected to increase to over 347 billion emails per day by 2023.
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In December 2018, 43% of email opens were made via mobile devices. Desktop email usage decreased by 18%, accounting for 39% of opens.
29% of emails opened came from the email app integrated into the iOS operating system, i.e. iPhones. In second place was the Gmail app with 27% of emails opened. In October 2018, there were 1.5 billion active Gmail users worldwide.
According to a global survey conducted in February 2019, 45% of Internet users reported that they avoided opening emails from unknown email addresses to prevent falling victim to malicious emails that can compromise their accounts and digital devices.
Nielsen
Nielsen is a data, information and measurement company that has been collecting and analyzing data on consumer behavior for more than 90 years. Its purpose is to offer a complete picture of the complex changes that occur in the online and offline markets.
In Nielsen’s annual Marketing report “The Age of Dissonance” they point out that email is the channel that generates the most confidence when measuring the ROI of a strategy, obtaining 67% of the responses.
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Campaing Monitor
Campaign Monitor is a global technology company that offers an email marketing platform for businesses, agencies and marketing professionals.
They have more than 250,000 clients in various sectors, with government institutions, non-profit organizations and educational centers being the ones that use their services the most.
Using the behavior of its customers on the platform, Campaign Monitor germany whatsapp number made a report called “Ultimate Email Marketing Benchmarks for 2020: By industry and Day” in which they highlight that in 2020:
The sectors with the highest opening rate were:
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Opening rates sent by government institutions improved by 10.71% (from 19.79% last year to 30.5% this year).
Non-profit organizations' (NGO) opening rates improved by 4.81% (from 20.39% last year to 25.2% this year).
Open education platform rates improved by 4.5% (from 18.9% last year to 23.4% this year).
The sectors with the lowest opening rate were:
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Consumer packaged goods only recorded open rates of 14.53% last year and remained steady this year with open rates of 14.5%.
The automotive and aerospace industries recorded the lowest opening rates of just 12.6%, down 17% compared to last year.
The food and beverage industry had an opening rate of 13.0% in 2019, while in 2020 it was 15.48%.
Main email marketing KPIs
The performance of email marketing campaigns by Campaign Monitor users in 2019 was represented, on average, by the following results:
Open rate: 17.8%
Conversion rate (click-through rate): 2.6%
Open rate: 14.3%
Subscription cancellations: 0.1%
Bounce rate: 0.7%
The best days to do email marketing
According to global averages, the best days to do – and not to do – email marketing are:
Tuesdays have the highest email open rates: 18.3%.
Sunday, Monday, Tuesday, Thursday and Friday have the highest click rate: 2.6%
Sunday, Monday, Wednesday, Thursday and Saturday have the lowest click rates: 0.1%
Wednesdays had the lowest bounce rate: 0.6%
Hubspot
Hubspot is a company that offers automated marketing software and customer relationship management (CRM) information systems.
It also provides training and consulting services to marketing, sales and customer service specialists in the use of its software and the inbound marketing methodology .
At the beginning of 2020, Hubspot published the Global Marketing Report dedicating an entire section to email marketing , in which the following aspects are highlighted:
Types of emails in which the most is invested