15 stats that will make you rethink your email automation strategy

McKenzie Gregory


Let’s cut to the chase: If you’re only doing the most basic email automation (e.g. automating a welcome email, thank you messages, a birthday greeting), it’s high time you take it to the next level.

Don’t get me wrong – those types of emails are great, and they’ll do wonders for boosting your customer loyalty, so please keep sending them. But to stay competitive, you need to be automating based on your customers’ behavior both inside and outside the inbox. These 15 stats show why automating a welcome email and leaving it at that simply isn’t enough anymore.



  • There are nearly 11 times more B2B organizations using marketing automation now than in 2011. (SiriusDecisions “B-to-B Marketing Automation Study,” 2014) twitter-logo


  •  80% of marketing automation users saw their number of leads increase, and 77% saw the number of conversions increase. (B2B Insight “Marketing Automation: How to make the right buying decision,” 2015) twitter-logo


  •  67% of B2B marketers say they see at least 10% increase in sales opportunities through automated lead nurturing, with 15% seeing opportunities increase by 30% or more. (DemandGen “2014 Lead Nurturing Benchmark Study”) twitter-logo


  • Some 34% of email marketers say automated campaigns are one of their top three areas of focus in 2016. (Econsultancy 2016) twitter-logo


  • Two-thirds of marketers say they plan to innovate in 2016 by exploring more creative uses of behavioral triggers. (Econsultancy 2016) twitter-logo


  • By far the most commonly-used triggered campaign type is the welcome email, implemented by more than 7 in 10 brands in 2015. (Yes Lifecycle Marketing Analysis) twitter-logo 


  • Compared to BAU (Business as Usual) messages, automated emails achieved more than double the average open rate (29.9% vs. 14.5%), more than triple the average click-to-open rate (35.4% vs. 11.1%) and more than 6 times the average click rate (10.6% vs. 1.6%). (Yes Lifecycle Marketing Analysis) twitter-logo


  • 89% of respondents who have deployed marketing automation have integrated it with a CRM system. (ResearchCorp “Demand Generation Adoption Survey,” 2014) twitter-logo


  • 85% of B2B marketers using marketing automation platforms feel that they’re not using them to their full potential. (SiriusDecisions “Increasing Adoption of Marketing Automation Platforms,” 2014) twitter-logo


  • 80% of businesses that have used automation have also enjoyed increased leads. And better still, the study suggested these are typically quality leads as 77% of the same businesses also saw an increase in conversions. (VB Insights) twitter-logo


  •  63% of companies outgrowing their competitors are using automation. (Lenskold’s Lead Generation Marketing Effectiveness Study) twitter-logo


  • More than 75% of email revenue is made from campaigns that are not generic. 21% of this result is generated from triggered email campaigns managed through automation. (Pardot) twitter-logo


  •  Businesses that use marketing automation to nurture prospects experience as much as a 451% increase in qualified leads. (The Annuitas Group) twitter-logo 


  •  B2C marketers who take advantage of automation including everything from cart abandonment programs to birthday emails have seen conversion rates as high as 50%. (eMarketer) twitter-logo


  • Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. (Lenskold and Pedowitz Groups) twitter-logo



Ready to go beyond the welcome email? Emma Plus helps you create targeted workflows based on any action your audience takes. Check it out!



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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