40 Email Stats that will help guide your Strategy in 2021

After the year we’ve all had, planning for 2021 can seem like a daunting task.

Whether you’re trying to predict the email landscape. Getting your strategy in place for the new year. Or simply looking for some insightful statistics for your new content. We have you covered.

Read on for a selection of the latest and greatest email statistics to help guide you through 2021.

Email effectiveness

1. For every £1 you spend on emails marketing, you can expect an average return of £35 – DMA

2. 31% of people say that email is the highest performing way to nurture leads – Content Marketing Institute

3. Conversion rates for emails are higher than social media, direct traffic, and search – Smart Insights

4. 31% of B2B marketers say email newsletters are the best way to nurture leads – Content Marketing Institute

5. Including video in email can increase click-through rates by 300% – Martech Advisor

6. Including the contact’s name in the subject line can increase open rates by 18.3% – Backlinko

7. iPhone devices have the highest conversion rate at 38.21% –  Disruptive advertising

Email recipients

8. There are expected to be 4.3 billion email users by 2023 – Statista

9. 99% of consumers use their email account every day – DMA

10. 46% of emails are opened using a phone – Litmus

11. Across home, work and mobile, people check their email 20 times a day – DMA

12. 66% of users unsubscribe if emails aren’t relevant – Disruptive advertising

13. People report they prefer HTML emails, but plain-text emails actually get higher open rates – Hubspot

14. 73% of millennials identify email as their preferred means of business communication – Procurious

15. 72% of users get promotional content via email – Disruptive advertising

Email marketers

16. 87% of marketers use email to distribute content organically – Content marketing Institute

17. 90% of marketers track email engagement to measure performance – Content marketing Institute

18. 81% of SMEs rely on email as their main acquisition channel – Oberlo

19. Almost 60% of marketers claim email is their largest ROI – Hubspot

20. 23% of brands have used interactive elements in their email campaigns – Litmus

21. Using A/B testing your emails can bring in 37% higher returns – Hubspot

22. 27% of marketers don’t think their email marketing is integrated well into other channels – Hubspot

23. As many as 70% of brands do not track their email marketing ROI effectively – Litmus

24. According to the DMA, the four most important email marketing metrics (as identified by advertisers) are: CTR, Conversion rate, Open rate, and ROI – DMA

Email personalisation

25. Personalised emails receive a 50% better open rate – Data axle

26. 74% of marketers say targeted personalisation increases customer engagement rates. – eConsultancy

27. Personalised emails deliver 6x higher transactional rates – Experian

28. Segmented, targeted, and personalised emails generate 58% of all revenue – DMA

29. Personalised email marketing generates a median ROI of 122% – eMarketer

30. 50% of companies feel they can increase interaction within email by increasing personalisation – Experian

31. 63% of consumers will stop buying from brands that use poor personalisation tactics – Smart Insights

32. 89% of digital businesses are investing in personalisation. – Forrester

Email automation

33. 49% of businesses use some form of email automation – Wordstream

34. 63% of marketers will be increasing their marketing automation budgets soon – Invespcro

35. 480,000 websites currently use marketing automation technology – Bold Digital

36. 77% of marketers report an increase in conversions due to automation – Invespcro

37. Automated emails get 119% higher click rates than broadcast emails – Epsilon

38. Customers who receive automated abandoned shopping cart emails are 2.4x more likely to complete their purchase – Experian

39. B2C marketers who connect with customers through automated emails see conversion rates as high as 50% – eMarketer

40. Relevant emails drive 18x more revenue than broadcast emails – Jupiter Research