Be in the Know: 2018 Email Marketing Statistics You Should Know



Cydney Hatch

November 19, 2018

Let’s talk email for a second…

As a business owner, you want to make sure your time, resources and money are being used wisely, right? Well, believe it or not, one of the tools you cannot afford to ignore is email marketing.

Now, you might wonder how email marketing can be valuable when there are so many other ways you reach your customers these days, but do not be fooled! Email matters!

Email marketing is so much more than just sending messages to inboxes. It is all about informing, engaging and retaining customers, new and old.

Sure, there are tons of articles about how you can improve and increase your email success, but what do the numbers say? Is it worth your time and efforts?

The answer is…yes!

To help you make the most out of your email marketing in 2018 and onward, let’s take a look at a compiled list of some of the most important email marketing statistics you need to know. With this information, you can take a look into 2o18 email marketing trends and use them to shape up your future email campaigns!

2018: Email Marketing Statistics to Consider

Before we dive into these email marketing statistics, here are a few helpful numbers to put these statistics in perspective: The world population is 7.7 billion and the internet has 4.1 billion users.

General Email Marketing Statistics

Mobile and Social Media Email Marketing Statistics

  • Mobile email will account for 20-75% of email opens, depending on your target audience.
  • The Apple iPhone commands 31% of the email client market share, followed by Gmail at 22% as of May 2017 (calculations based on 1.29 billion opens).
  • 45% of people redeem coupons via their mobile devices.
  • Emails with social sharing buttons see a 158% increase in CTR.
  • If your email is not optimized for mobile, 80% of users will delete it.
  • Email subscribers are 3x more likely to share content on social media than leads who came through another channel.
  • 72.9% of 18-24-year-olds use their phones to check email.
  • When a prospect or customer who opens an email on a mobile device opens that same email again on another device, they are 65% more likely to click-through to your site/offering.
  • 88% of smartphone users actively check email on their phones. This makes it more popular than any other app for both iPhones and Android devices.
  • 23% of readers who open an email on a mobile device open it again later.
  • Though the number of new Internet users is growing at less than 10% per year, the number of new smartphone subscribers is growing at a 20%+ rate.
  • One out of every three clicks within an email occurs on a mobile device.
  • You are 6x more likely to get a click from an email campaign than you are from a tweet.
  • Email is 40 times more effective at acquiring new customers than Facebook or Twitter.
  • Email subscribers are 3 times more likely to share your content via social media than visitors from other sources.
  • 72% people prefer to receive promotional content through email, compared to 17% who prefer social media.
  • A message is 5x more likely to be seen in email than via Facebook.
  • Mobile users check their email three times more than non-mobile users.
  • 52% of customers are less likely to engage with a company because of bad mobile experience.
  • If your email is not optimized for mobile, 80% of users will delete it.
  • 90% of emails reach the correct consumer’s inbox, but only 2% of Facebook followers see a business’s posts in their News Feeds.

 Email Marketing Strategy Statistics

Now You Know!

Email marketing statistics offer important insights you can use to guide your content and retention strategies. By understanding these numbers and looking at your own email analytics, you can learn everything you need to manipulate and highlight effective marketing strategy around what your customers need in emails.

As a marketer, I can’t help but be excited for what is to come with email automation and technology! Hopefully this article has wet your whistle to learn more, but clearly, there are many opportunities for rapid growth in email marketing!

To add to the statistics, I wanted to share a forward-looking list of email marketing trends you should pay attention to:

  • Interactivity
  • Personalization and creating lifetime value for subscribers and customers
  • Creating shorter and concise email content
  • Improving email accessibility for subscribers with disabilities
  • Sending more emails that are text only
  • Improving your storytelling will help developing customer connection
  • Omni-channel experiences
  • Full funnel focus content
  • Customer experience and authenticity

So, the future looks bright for email marketing but marketers must keep on their toes to get ahead of these coming trends! If you want more help in understanding effective email marketing be sure to read some more of our articles here or here!

If you need a little more hands-on help, I am more than happy to talk to you! Reach out to me here!

What do you think? What are you most excited for when it comes to the future of email marketing? Comment and share your excitement below!

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