Infographic: What You Must Know to Have a Successful Email Campaign

119 facts you don't know about email marketing

Email marketing may seem like an “old-school” marketing strategy, but you would be wrong if you thought it was no longer relevant to today’s smart online marketers. Businesses use email marketing to help build brand awareness, trust and loyalty, increase sales conversions and prompt past clients and customers to come back.

The primary reasons that businesses utilize email marketing are:

  • To encourage repeat business by exposing the recipients to the latest products, services and special offers.
  • To be viewed as a thought leader by providing timely and relevant information.
  • To share offers from 3rd parties that the business has a relationship with that they think can benefit the people on their list.
  • To build relationship by sharing personal stories and testimonials.
  • To provide updates on the status of an order.
  • To get customers who abandoned their order to come back. released a very thorough look at email marketing recently in the form of an infographic.  This infographic provides a total of 119 facts about email marketing and includes many interesting stats that will help you better understand how to use email marketing as a marketing strategy.

Ready to find out what you should do to ensure that your email marketing campaign turns out to be successful, rather than a nuisance to your customers? I’ve broken the infographic into sections below, listing out many of the statistics and adding some of my own commentary, but be sure to click here to see and pin the whole thing.

Why Email Marketing Works

Do you ever wonder why you seem to get added to the email list of most of the big retailers you visit? Well it’s likely because over 3/4th of all consumers state that they prefer email for marketing communications and 85% of all US retailers consider email marketing to be one of their most effective customer acquisition strategies.

If your business is not using email marketing routinely yet then consider these statistics:

  • Over 40% of all consumers who received targeted emails acknowledged buying at least one item because of a promotional message.
  • Emails convert 3x better than social media with an average order value 17% higher. [McKinsey]
  • 91% of internet users check their email at least once a day on their smartphones.
  • 91% of all US consumers use email every day. [Tower Data]
  • 71% of mobile purchasing decisions are most influenced by emails from companies.
  • 64% of decision makers read email.
  • Email is the top source of analytics data for marketers with usage at 41%. [Forbes]
  • Email marketing was the biggest driver of Black Friday transactions in 2015 with 25.1% of sales originating from the marketing channel. [Custora]

why email marketing works

Email marketing is not just the same plain text emails of yesteryear. The hottest trends right now are:

  • Interactive emails.
  • Big data personalization in emails.
  • HTML5 video in emails.
  • Automated emails.
  • Omnichannel email.
  • Email encryption.

While many of these may seem like they are out of reach for smaller businesses, even the smallest business can take advantage of personalization and automation.

Stats by Type of Email

Depending on the type of email you are sending, you can expect to see a different average open rate, click rate and conversion rate.

Below you can see that the highest open rate for emails is for cart abandonment followed closely by order follow up. Regular newsletters have the lowest open rate.

Click rates are again highest for cart abandonment emails, with member follow up emails following behind. Order follow up emails have the lowest click rate.

Conversion rates range from 1-5%. Cart abandonment and order follow up have the highest conversions at 5% with email newsletters pulling up the rear at 1%.

stats by type of email

Most Used Email Marketing Techniques

Not surprisingly, the most used email marketing technique is automation because it saves businesses a lot of time and makes sure that their emails always go out as planned. Nearly all paid email platforms offer some level of automation. The other most use email marketing techniques are:

  • Personalization – 58%
  • Social Media integration – 33%
  • Broadcast timing based on locations – 26%
  • Basic profile based targeting – 21%
  • Advanced segmentation – 18%
  • Responsive email design or device detection coding – 17%
  • Lead scoring – 7%

most used email marketing techniques

Psychology of Email Recipients

It’s important to know your ideal buyer so that you can tailor your email campaigns (and all other marketing) to their preferences. Here are some statistics related to email marketing psychology to help you decide how to proceed.

  • Subject lines with 6-10 words have the highest open rate at 21%.
  • Red links draw 52% more clicks than blue links.
  • Over 30% of millennials want to see fewer emails.
  • Double opt-in can double click through rates! 4% vs 2% for single opt-in BUT single opt-in rate is 25% higher.
  • Call to action buttons increase conversion rates by as much as 28% versus text links.

psychology of email recipients

Why Personalization Matters in Email Marketing

People like to feel like they are being communicated with personally.

  • Personalized subject lines typically result in a 26% higher open rate.
  • Using the recipients first name in the subject line increases the chance of the email being opened by over 14%.
  • Personalized emails improve click-thru-rate by 14% and conversion rates by 10%.

Is Email Segmentation Worth the Effort?

Marketers who segment their email lists do get results that warrant the effort. They can expect:

  • 39% higher open rates
  • 28% lower unsubscribe rates
  • 24% better deliverability
  • Relevant emails using segmentation drive 18 times more revenue than broadcast emails.
  • Segmented campaigns get 14.64% more opens and nearly 60% more clicks than non-segmented campaigns.
  • Targeted and segmented lead nurturing emails generate an 8% click-through rate when compared to general email sends which generate a 3% click-through rate.
  • Targeted emails saw a 68% open rate while general emails saw about a 22% open rate.

Why Incentives and Offers Should be Used in Email Marketing

70% of email readers will open emails from a brand or company in search of a deal , discount or coupon. The most successful offers are:

  • Price decreases at 1.04% conversion rate.
  • Scarcity offers at .55% conversion rate.
  • Welcome series emails generate up to 23% more orders than single welcome emails.
  • Cart abandonment series generate up to 131% more orders than the single cart recovery email.

91% of Americans say they want to receive promotional emails.

When is the Best Time to Send Emails?

Emails have the best chance of being opened within an hour after they arrive in the inbox. After that the open rate drops to less than 5% after 4 hours and less than 1% after 24 hours.

Sending emails once a month has the highest open rate at 25.24% but sending then twice a month has the highest conversion rate at .27%

The best day to get your email opened according to HubSpot is Monday, Tuesday or Wednesday with 18-20% probability it will be opened. The weekends are NOT a good time to send business emails.

Email Marketing to Mobile Device Users

Depending on your target audience, product and type of email, mobile email will account for 15-70% of email opens! Better make sure it is easy to read on all email devices.

The fast adoption of smart devices has caused an astounding rate of growth in the usage of email on mobile.

  • 55% of email is now opened on a mobile device.
  • 91% of all email users check email on their smartphones.
  • Replies sent from phones are 54% faster than those sent from desktops.
  • B2C emails get 57.4% more opens from mobile devices than B2B.

mobile email stats

Email Spam

Wonder what causes people to report email as spam? Here are the 3 most common reasons:

  1. 69% if email recipients report email as spam based solely on the subject line.
  2. 43% of email recipients click the spam button based on the email name or email address.
  3. 21% of email recipients report email as spam, even if they know it isn’t.

There’s not much you can do about the last one, but make sure your subject lines are spammy by avoiding ALL CAPS and wild claims. Also be sure your email comes from a domain that matches your website.

email spam

Why Do People Unsubscribe From a Business Email List?

Are you sending way too many emails? Turns out you’ve got to figure out the magic number for your business because 78% of consumers have reported unsubscribing from emails because the brand was sending too many emails.  People will also unsubscribe because the emails are not relevant to them, they are tired of the brand, or their inbox is just plain overloaded.

email unsbuscribes

Here’s a couple of other statistics on email unsubscribes:

  • 66% of unsubscribes occur between 5 and 10 p.m.
  • Each email you send will ave an average unsubscribe rate of .25%
  • Over 50% of all consumers will not opt down (change the email frequency) over unsubscribing.
  • 47.1% of Millennials unsubscribe because they get email too often.  This is much higher than the 35.4% average for the US population as a whole.

The Justification for Email Automation

Should you invest in the time and expense of automating your email marketing? Considering that B2C marketers who leverage automation have seen conversion rates as high as 50%, I’d say YES!

Email marketing technology is used by 82% of B2B and B2C companies. If you are part of the 18% not using it, you are missing out! Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages.

email automation

Email Engagement Rates

Engagement on marketing emails has long been higher than most other forms of marketing.

  • You are 6 times more likely to get a click-through from and email than you are from a tweet.
  • Your message is 5 times more likely to be seen in email than via Facebook.
  • 72% of people prefer to receive promotional content through email, compared to 17% who prefer social media.

email engagement

Success With Email Marketing – Company Case Studies

Many companies are finding success with email marketing that can be backed up with solid numbers. Below are examples of companies that are using different email marketing tactics to increase their email ROI.

Success with Behavioral Segementation

MailGen increased email open rates from 20% to 29% by re-sending emails that were previously unopened.

Litmus used geo-location to send out targeted emails and achieved a 68% open rate, compared to 22% open rate for the general conference announcement.

RS Component improved up to 47% open rates using behavioral segmentation.

Intermix increased their annual revenue by 15% using this strategy.

Onward Reserve segmented by best customers (at least 3 purchases), non-purchasers, and churning customers and got a 278% increase in revenue, 183% increase in CTR and 41% increase in open rates.

Success with Personalization

Argos and Craghoppers abandoned basket emails gained 30% increased open rates and 10% increased in sales using personalized emails.

Wok to Walk sent a newsletter with a subject line that invited recipients to call, make inquiries and order a meal. This email had an open rate of 18.1%

Digital Marketer increased open rates by 3 times with subject lines.

The Obama Campaign used conversational, casual email subject lines to raise funds.

Paper Style’s increased their open rates by 244% using personalization and their CTR by 161%.

Success through Audience Targeting

The Skimm’s readership helped its newsletter grow to 1.5 million subscribers. tested targeted emails in several campaigns that resulted in an open rate of 20.25%, CTR of 4.36% and conversion rate of .71%

Success with Email Offers and Discounts

Incentivibe increased email subscriptions by 200% by offering special offers.

QIS Packaging increased conversion rates by 13% on sales by sending discount emails at regular intervals.

Success with Adding Visuals

A Place for Mom tested the use of images in their email marketing and saw a 27% overall improvement in CTR for the email.

Audaxium used visuals in its email marketing campaigns with a clean, easy to read design that earned a 34% open rate.

Dell lifted their revenue by 109% with a GIF-heavy email campaign.

Success Using CTA Buttons

Campaign Monitor found that using CTA buttons increased CTR by 28% compared to link based CTA’s.

Zumba increased open rates 50% using CTA buttons.

Gregory Ciotti saw a 59% increase in email open rates with a single call to action.

Success With Other Email Strategy Improvements

Aptieka improved their open rates by 23.7% by sending emails to unresponsive subscribers.

Sony Playstation’s low investment of 5000 Euros achieved an ROI of 580 times for each Euro spent on email marketing.

David Huffman boosted open rates by 15-20% with content-packed emails.

Experian found that the best time to send their emails was between 8 pm and midnight. This timing boosted open rates, CTR and sales.

Crocs tested responsive layouts for their emails and found the responsive designs resulted in a 7.06% increase in click-to-open-rate and an 8.82% lift in engagement.

email company case studies


All sources cited are provided at the bottom of the infographic at





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