Email Marketing

Some consider it dead, others claim it’s one of the most powerful marketing tools. It’s time to clarify any doubts you might have with this infographic! If you’re a reader we’ll have the full written list below the image.

Courtesy of: Website

Do you prefer the written list regarding the “119 things you don’t know about email marketing”? Here it goes:

Why email works:

4.3 Billion email accounts, send 196 billion emails every day

77% of consumers prefer Email for marketing communications

85% of US retailers consider email marketing one of the most effective customer acquisition tactics

44% of people who received targeted emails acknowledged buying at least one item because of promotional message

Emails convert three times better than social media

91% of internet users check email at least once a day on their smartphones

71% Mobile purchasing decisions are most influenced by emails from companies

64% of decision makers read email

Moreover, 91% of all US consumers use email every day – (Tower Data)

Email delivers an ROI at least 3x that of social media, with an average order value 17% higher – (Mckinsey)

89% of marketers say that email is their primary channel for lead generation – (Mailigen) 

Email is the top source of analytics data for marketers with 41% using their email marketing performance data – (Forbes) 

Email marketing was the biggest driver of Black Friday transactions, with 25.1% of sales originating from the marketing channel higher – (Custora)

Biggest Email Marketing Trends in 2017

27.2% Interactive emails

21.6% Big data Personalization in emails

17.5% HTML5 video in emails

14.2% Automated emails

10.8% Omnichannel email

8.7% Email encryption

Stats by type of email

Newsletter email – Open rate (23.4%); Click Rate (17.8%); Conversion Rate (1%)

Order follow up email – OR (46.1%); CR (16.7%); Conv (5%)

Inactive customer email – OR (38.9%); CR (19.5%); Conv (2.6%)

Abandoned Cart email – OR (46.6%); CR (28.7%); Conv (5%)

Member follow up email – OR (39.2%); CR (22.4%); Conv (2.7%)

Most used email marketing techniques

Email Automation 74%

Personalization 58%

Advanced Segmentation 18%

Broadcast timing based on locations 26%

Basic profile based targeting 21%

Lead scoring 7%

Responsive email design or device detection coding 17%

Social media integration 33%

Psychology of email recipient

Email open rates with movie titles or song lyrics in subject line increased by 26.2%

Email with 6-10 words in subject line have highest open rate with 21%

Red link drew 52% more clicks than blue links

Many millennials want to see fewer (39% emails; 32% repetitive emails from brands)

4% CTR for double opt-in

2% CTR for single opt-in

User subscription rate of single opt-in subscriber confirmation is 25% higher and faster than double opt-in subscriber confirmation

Including a call to action button instead of a text link can increase conversion rates by as much as 28% – (campaign monitor)



subject lines result in a 26% higher open rate

Using the recipient’s first name in the subject line increases the chance of the email being opened by 14.68%


emails improve CTR by 14% and conversion rates by 10%


Marketers who segmented their email lists experienced:

39% higher open rates

28% lower unsubscribe rates

24% better deliverability

… and greater revenue!

52% of marketers say they have a great need to improve email database segmentation and relevant emails using segmentation drive 18 times more revenue than broadcast emails

Segmented campaigns get:

14.64% more opens and 59.99% more clicks than non-segmented campaigns.

Targeted and segmented lead nurturing emails generate an 8% CTR compared to general email sends, which generate just 3% CTR. Targeted emails also saw a 68% OR while general emails saw about 22%.

Incentives and offers 

70% of email readers open emails from a brand or company in search of a deal, discount, or coupon. Price decrease is the most successful with a 1.04% conversion rate, 9.68% click-to-conversion rate. Moreover, triggering the psychological impulse of scarcity causes a 0.55% conversion rate and a 7.37% click-to-conversion rate.

The welcome series email generates up to 23% more orders than single welcome email and the cart recovery series generates up to 131% more orders than the single cart recovery email.


91% of Americans want to receive promotional emails 

Day and Time 

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

Sending emails once a month has the highest open rate with 25.24%.

According to Hubspot‘s report, Monday, Tuesday and Wednesday have the most email opens.

Mobile email statistics 

Mobile email will account for 15 to 70% of email opens, depending on your target audience product and email type. 55% of email is now opened on a mobile device, 91% resorting to smartphones in order to check email. Replies sent from phones are 54% faster than those sent from desktops.

Worldwide mobile email user forecast:

2015: 23%

2016: 22%

2017: 16%

In 2017 2.282 million people will access email via their mobile device. B2C emails get 57.4% more opens on mobile than B2B.

Email Spam!

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

Email Unsubscription 

0.25% Average unsubscribe rate, 66% of unsubscribes occur between 5 and 10 pm. 78% of consumers have unsubscribed from emails because a brand was sending too many emails.  52.9% of consumers never “opt down” (to change email frequency or type after unsubscribing).

35.4% of consumers unsubscribe from emails because they are sent too frequently.


47.1% of millennials unsubscribe because they get emails too often 

Email automation

Is used by 82% of B2B and B2C companies.

B2C marketers who leverage automation have seen conversion rates as high as 50%. Automated email messages average 70.5% higher open rates and 152% higher CTR than “business as usual” marketing messages.

Email engagement 

You are 6x more likely to get a Click through from an email campaign than you are from a tweet. 72% of people prefer to receive a 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.

Companies Case Studies

Behavioral Segmentation 

MailiGen: Increased email open rates from 20% to 29% by resending emails

RS Component: Improved up to 47% open rates using behavioural segmentation

Litmus: Used geolocation emails and achieved a 68% open rate, compared to a 22% open rate for the general conference announcement

Intermix: A women’s clothing retailer used this strategy and increased their annual revenue by 15%

Onward Reserve: An online menswear retailer, used a similar approach, segmenting by best customers (at least three purchases), non-purchasers, and churning customers and got 278% increase in revenue, 183% increase in CTR and 41% increase in open rates



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

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

The Obama Campaign: Famously used conversational casual email subject lines. The most famous was simply “hey”. Another – “I will be outspent” raised $2.6million on its own

Digital Marketer: Increased email open rates by 3x with subject lines

Paper Style’s: A wedding specialist their OR’s by 244% and their CTR by 161%


Target Audience

The Skimm’s: Passionate readership helped its newsletter grow to 1.5 million subscribers

Artbeads: tested targeted emails in several one-off campaigns last year. The team was thrilled with the results. The targeted, segmented send achieved an open rate of 20.25%, CTR of 4.36% and a CR of 0.71%

Offers and Discounts: 

Incentivibe: Increased their email subscriptions by 200% by offering special offers

QIS Packaging: A company that sells paper bags and packaging, among other things, increased their conversion rate by 13% on sales by sending discount emails at regular periods of days

Adding Visuals

A Place for Mom: Tested the use of images in their email marketing campaigns 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% OR

Dell: With gif-heavy email marketing, lifted their revenue by 109%


Campaign Monitor: found that using CTA that were button based increased CTR as compared to link based CTA’s by 28%

Zumba: Increased 50% of open rates using CTA

Gregory Ciotti: Saw a 59% increase in email OR’s with a single call to action


Aptieka: Improved their OR’s by 23.7% by sending emails to unresponsive subscribers

David Huffman: Boosted OR’s by 15 – 20% with content-packed emails

Sony Playstation’s: Low investement of €5,000 achieved an ROI of 580x for each euro spent

Experian Marketing Services: Found that the best OR was between 8 pm and midnight. It also performed best for Click Throughts and sales

Crocs: Tested layouts for their emails and found that responsive designs resulted in a 7.06% increase in CTOR and an 8.82% lift in engagement