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By the Numbers: Email's Power & Investment

Posted on 8.15.2016

Email is certainly a workhorse for digital marketing, but the channel can often be overshadowed by search and social as a means to acquire and retain customers.

While all channels have their place in accelerating an enterprise forward, study after study prove email's importance for loyalty, conversions and more. Let's take a look at 11 statistics that show email's power and the investment that your competitors are making into the touchpoint.  

+ 2016 is set to see an almost 50 percent increase in the use of predictive analytics among email marketers. SOURCE

+ 42.9 percent of those ages 45-59 indicate that personalization carries the most influence as to why they click through an email. SOURCE

Of the email technology being deployed by enterprise and executive-level marketers, 46 percent are using a software-as-a-service (SaaS) or hosted email service provider (ESP). SOURCE

+ Email marketing campaigns are responsible for more than seven percent of all e-commerce transactions, making it the second most effective e-commerce marketing tool, behind only the online search function, which boasts a 15.8 percent conversion rate. SOURCE

+ 78 percent of recipients are more likely to be a repeat customer if a brand provides them personalized offers. SOURCE

+ When video is included in an email message, the click-through rate (CTR) increases by 200–300 percent. SOURCE

+ Brands that implemented responsive design in their email campaigns garnered 55 percent higher mobile click-to-open rates and 23 percent higher desktop CTO rate that those who did not. SOURCE

+ 36 percent of marketers report seeing an increase in sales from "direct buy button" integration in their email campaigns. Because of this, close to 60 percent more marketers are forecasted to leverage buy buttons in 2016. SOURCE

+ 84 percent of retailers have adopted social sharing tools, which allow them to embed links or visuals in an email that encourage subscribers to share branded content with their own social networks. SOURCE

+ Birthday emails receive 179 percent higher unique click rates than promotional emails, 342 percent higher revenue per email and 481 percent higher transaction rates, which shows cause for sending celebratory emails. SOURCE

+ While more than half of emails are opened on mobile, emails sent to Android devices specifically have a five-times higher click-to-open rate than those sent to their iOS counterparts indicating the importance of device segmentation. SOURCE


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