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insight / 1 year ago

Email Marketing Stats 2016.

Email marketing is currently seeing a huge resurgence and the average open rate for email campaigns in the UK is at a record high of 21.3%!...


Natalie Williams

[New Digital Business Administrator]


02/12/2016 @ 15:49pm


Email marketing is currently seeing a huge resurgence and the average open rate for email campaigns in the UK is at a record high of 21.3%!

Today your email approach has to demonstrate a deep understanding of your audience and their needs. According to Salesforce’s 2016 State of Marketing report, ‘80% of marketers agree that email is core to their business’. Mobile has played a huge factor in the rise and success of email marketing over the past few years and it’s only going to increase further.

If your current digital marketing strategy is missing email marketing then here’s some key stats that might get you re-thinking!

Emails with personalised subject lines are 26% more likely to be opened

Now it’s more important than ever to really understand your customers and build a digital relationship with them to gain their trust. Segmenting your customer base is a great way to send out really targeted campaigns, which marketers have found to increase email revenue by 760%. 81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email. Although it takes time and effort to really segment your customers effectively, it’s definitely worthwhile!

71.2% will delete an email if it’s not mobile optimised

With the rise of smartphones, it’s now essential that your email campaigns are mobile responsive. Well over 50% of all emails are opened on a mobile device and are accessible 24/7, therefore if your campaigns aren’t optimised you could be missing out.

Including a call to action button instead of a text link can increase conversion rates by as much as 28%

Such small changes can make a huge difference to the success of your email campaigns. Ensuring there are strong calls to action can have a great impact on your conversion rates. Split testing different email campaigns can be a great way to test which call to action buttons work best and where they are best located within the email.

Email marketing is 40 times more effective at acquiring new customers than Facebook or Twitter

Social media platforms have millions of visitors daily, however email is far more effective for acquiring customers. 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. Email also provides a much higher ROI, with the average order value of an email is at least three times higher than that of social media. Therefore although social media is great for increasing brand awareness, email can provide a great return on investment.

The future of email

    • Email automation is only going to increase over the coming years, with 49% of companies already using automation in some way.
    • The Vice President of marketing at Mail Chimp has predicted that by 2020 email subscribers will be able to make purchases right inside a marketing campaign, without even leaving their inboxes.
    • Open rates of desktops will decrease as the continue to increase on mobile.
    • Contextual data will be king.
    • Hyper-personalisation will become much more prominent.
    • More customer interactions will happen within emails.

If your current marketing strategy is missing email marketing, then get in touch today to find out how Clicky can help you make the most of it! Contact one of our digital marketing specialists on 0800 222 9300.



eMarketer, Forrester Research, Campaign Monitor, McKinsey, Salesforce, Litmus


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