10 stats the best email marketers should know

McKenzie Gregory


You’ve heard us say it again and again: With a whopping ROI of 4300%, email is marketing’s most powerful channel. But how can your brand make the very most of your email program? Here are ten stats to help you develop a smarter strategy for your next send.



1. 75% of Gmail’s 900M users access their accounts via mobile devices (TechCrunch). twitter-logo

As we like to say, you aren’t walking around with a phone anymore: You’re walking around with a mobile inbox (with a phone app).

2. 83% of mobile users say that a seamless experience across all devices is very important (Social Media Today). twitter-logo

Since mobile is such a big deal, it’s important to optimize both your emails and the landing pages they point to.

3. Using the word “video” in an email subject line boosts open rates by 19%, click-through rates by 65% and reduces unsubscribes by 26% (Syndacast). twitter-logo

Even just the promise of a video in your email gets people excited and clicking.

4. Emails with social sharing buttons increase click-through rates 158% (Nonprofit Hub). twitter-logo

Including links to your social sites in your emails is a quick way to up your engagement. But don’t do it for a cheap boost or to skew the numbers you report to your boss – do it because it’s a great way to tell your brand’s story across multiple channels.

5. 74% of marketers say targeted personalization increases customer engagement (eConsultancy). twitter-logo

To really win with email, you have to be strategic about how you’re communicating with different segments of your audience rather than blasting all of them at once.

6. 92% of online adults use email, with 61% using it on an average day (Pew Internet Study). twitter-logo

With so much opportunity to reach people, inboxes have become more crowded – and competitive – than ever. But if you can make your voice stand out above the rest, there’s a lot of winning to be had.

7. The two biggest factors influencing open rates are the organization the email is from (64%) and the subject line (47%) (Chadwick Martin Bailey). twitter-logo

Though many marketers test their subject lines, testing your "from" name is an important step that's often overlooked.

8. Click-through rates are 2X-3X higher when marketers include a video in a marketing email (DazeInfo). twitter-logo

People share video. If you want to quickly convey a message and your subscribers to tell more people about it, put a video in your email.

9. 72% of email marketers who have used animated GIFs have recorded higher transaction-to-click rates (Experian). twitter-logo

You’re not just seeing animated gifs in your inbox because they’re trendy, you’re seeing them because they’re actually working!

10. Nearly two-thirds of companies would like to improve their personalization (64%), marketing automation (64%), and segmentation (62%) (Econsultancy). twitter-logo

 If you don’t feel like you’re sending the right content to each subscriber, you’re not alone. Two-thirds of companies want to be better at truly personalizing their marketing – and luckily, today’s technology makes that easier than ever before.



Want to learn how to put these stats to good use in your own email marketing? Check out our content piece 12 of the Smartest Emails to Hit Our Inbox!


About the Author

McKenzie Gregory

McKenzie Gregory is a senior content manager on Emma’s marketing team. A Nashville native, she can be found covering all things email on the Emma blog, debating hyphenation rules, and watching obscene amounts of Netflix without a trace of shame.

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