35 Email Marketing Stats to Drive Your Business Forward in 2020

eCommerce email marketing isn’t anything new.

But as technology and people have changed, new trends and data have emerged to give marketers the chance to learn and grow in an evolving digital landscape.

And what has changed in the past few years?

Email marketing stats.

By taking a look at important eCommerce email marketing stats, marketers and online store owners can discover areas for improvement or things to prepare for ahead of changes that could affect them.

Now that we have a month or so of the new year under our belt, we thought it would be a good idea to take a look at some must-know email marketing stats that can help your business grow in 2020.

Email Engagement

In a post talking about email stats, it seems only right to open it with a chat about email engagement in the broadest sense.

According to Statista, 2019 had 293.6 billion dollars sold every single day and that amount is only going to go up. With so many emails being sent each day, it’s vital that businesses look at the engagement metrics of their email marketing efforts.

While going through the article, we’ll narrow in on some very specific types of email marketing stats that will include engagement metrics that you can review.

However, there are some very eCommerce-specific email stats that would be good to have as a goal or to benchmark your own email metrics.

6 Stats You Should Know About Email Engagement  

  1. The average open-rate for eCommerce is 15.68%. (Sumo)
  2. The average CTR for eCommerce emails is 2.01%. (Sumo)
  3. Automated abandoned cart emails result in an average of 4.43% uplift across all industries with those in the fashion industry seeing the best results with an average 6.38% uplift. (Salescycle)
  4. 59% of respondents say marketing emails influence their purchase decisions. (HubSpot)
  5. Segmented eCommerce emails boast an impressive 28% open-rate. (New gen apps)
  6. 63% of subscribers open emails in search of discounts. (MediaPost)

Email Marketing Automation

Email marketing automation has seen a lot of improvement that goes well beyond simple drip campaigns.

And before you start thinking email automation isn’t as effective as everything says it is, just consider that “automated emails have a 70.5% higher open rate and 152% higher click-through rate than generic email newsletters.

With email marketing being one of the best — if not the best marketing channel with high ROI — it made sense for many email marketing tools (like Sendlane) to incorporate multi-channel marketing automation into their platforms.

Doing this makes it much easier to gather important data that would have been missed otherwise. And on top of that, gives you the ability to nurture leads that turn into sales better and faster than before.

10 Stats You Should Know About Email Automation

  1. Automated emails have a 70.5% higher open-rate and a click-through rate that is 152% higher than newsletters. (Epsilon Email Institute,)
  2. Lead nurturing emails get 4-10 times the response rate compared to standalone email blasts. (DemandGen Report)
  3. Retargeted emails sent within three hours of someone abandoning a cart averages a 40% open-rate and a click-through-rate of 20%. (OptinMonster)
  4. Order confirmation emails have seen as high as a 65% open-rate, 10.4% click-through-rate, and 1.4% conversion. (ConversionXL)
  5. Nurtured leads experience a 23% shorter sales cycle than leads not put through automated marketing efforts. ( Market2Lead)
  6. Customers who receive automated abandoned cart emails are nearly two and a half times more likely to complete their purchase. (Experian)
  7. Omnichannel marketing automation can produce 250% higher purchase and engagement rates than single-channel marketing automation. (Instapage)
  8. A triggered welcome email series with 3 emails tends to perform better averaging 90% more orders.
  9. Automated thank you emails have an average open-rate of 42.51%, a click-through-rate of 18.27% and a conversion rate of 10.34%. (Remarkety).
  10. As much as 45% of abandoned email carts are opened, 21% of those are clicked through, and 50% of those who clicked will make a purchase. (Oberlo)

Email Marketing Segmentation

It’s one thing to have an email list.

It’s another thing to have a list that is segmented well.

And trust us, having a segmented list is important! In fact, DMA found that revenue from segmented campaigns with 760% higher than one-size-fits-all campaigns.

If you haven’t started making much headway in the area of segmentation, this is a good indicator that now is the time to hop on the train.

There are a lot of ways you can do this, such as using tags to segment based on interests and behaviors.

Need a bit more convincing? Here are some segmentation email marketing stats to add a bit more fuel to that flame.

5 Stats You Should Know ABOUT email Segmentation

  1. Segmented and personalized automated email messages average 46% higher open rates than traditional marketing messages. (Instapage)
  2. On average, segmented and targeted emails generate 58% of a company’s revenue (DMA).
  3. Marketers have noted a 760% increase in revenue after segmenting their campaigns (DMA).
  4. Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns (WordStream).
  5. Click-throughs are 100.95% higher in segmented email campaigns than non-segmented ones (Sumo).

Email Marketing Personalization

It’s a well-known fact of marketing life that personalized content performs better.

We have our own names, preferences based on life experience and personality. Naturally, we’re drawn to things that acknowledge those or reflect things we stand by.

Quite frankly, all email personalization really consists of is making your messaging more human by using a name, birthday or segmenting emails based on interests.

There are so many ways to personalize your emails. The important part is that you actually test things to find what works.

And does email personalization work? If by “work” you mean lift your engagement rates and increase revenue, then yes, it definitely works.

And here are some stats to prove it.

5 Stats You Should Know About EMail Personalization

  1. Personalized emails generate 6x higher revenue than non-personalized emails and increase open rates by 26%. (Experian)
  2. Automated birthday emails can result in a 30% lift for opens and raise click-through-rates by 60% over non-birthday emails. (ClickZ)
  3. 52% of consumers said that if an email is not personalized they’ll go elsewhere. (Instapage)
  4. 80% of shoppers are more likely to buy from a company that offers personalized experiences. (Instapage)
  5. Personalized email marketing has a median ROI of 122%. (Emarketer)

Email Marketing ROI

Do you know how much a single email address is worth? I mean, yeah, it’s (usually) free to set one up…

But did you know that email marketers have been able to do the math to figure out what each of your subscribers is worth.

According to Experian, the average email address is worth $92.28. That means a list of 1000 subs can equate to a worth of more than $92K.

Holy email stats, Batman!

Now, that’s all a bit relative and your personal list worth can be much more or much less depending on your Customer Lifetime Value, but I wanted to list that out to really drive home just what type of ROI is possible with an engaged email list.

The fact is the email stats are in on the email ROI and it’s good news:

If you can personalize and segment correctly, your ROI is going to fly to the moon. Your customers want you to communicate with them using email.

It’s their favorite. They may SAY they like Instagram or spend all their time on Snapchat, but the numbers don’t lie.

Email is the clear winner.

And the data backs that up.

8 Stats You Should Know About EMAIL ROI

  1. When targeted through email, consumers generally spend 138% more compared to those who do not receive offers through email. (Disruptive Advertising)
  2. The ROI from email is as high as 28.5% compared to 7% for direct mail, as found in one marketing study. (Chief Marketer)
  3. On average, a welcome email series of three drives more revenue than having a single welcome email or none at all. (WordStream)
  4. More than 75% of email revenue is generated by triggered campaigns than comparable one-size-fits-all email campaigns. (DMA)
  5. For every dollar spent in email marketing, the average return is $42. (DMA, 2019)
  6. As much as 57% of direct shopping cart traffic is driven by email. (SeeWhy)
  7. 81% of businesses say that email drives customer acquisition, and 80% for retention. (Emarsys)
  8. 59% of marketers cite email as their number one source of ROI. (Emma)

eCommerce Email Marketing: Finding Areas For Growth in 2020

From these stats, you’ll notice some important trends such as the impact of automated emails like a welcome series or maybe even trying out new types of opt-in forms to grow your list (*cough* landing page *cough, cough*).

Or perhaps you saw the need to double down in your personalization efforts in your eCommerce email marketing.

This is why reviewing industry eCommerce email marketing stats regularly is important.

Doing so can help you find areas to try something new or that needs improvement so that you can keep pushing your business forward.

When you carefully compare these email stats to the stats from the past five years or so, you’ll see just how much has changed and where customer’s needs can be met with email.

It’s an exciting time in the world of email.

And by mixing email marketing with marketing automation, everything gets easier.

If you’re interested in trying out the type of automation your competitors are already using to get a leg up in the game, why not give our email marketing automation platform a try?

It’s free to get started and we’re happy to help you all along the way.

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Caitlin Hutchinson
Brand Marketing Manager
Sendlane

A native of San Diego, California, Caitlin has a passion for developing creative and engaging marketing content. Primarily responsible for overseeing the development, execution and delivery of digital content across all of Sendlane’s channels while maintaining an online presence of Sendlane's team culture. Host of The Marketing Automation Hustle Podcast and Sendlane Youtube Training Channel. Works closely with the marketing team to manage creative projects and develop creative assets/solutions to enhance the brand. Collaborates at the intersection of marketing, product, content, and sales to develop powerful and memorable stories and interactive experiences that bring the Sendlane vision to life.

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