Key Insights
Essential data points from our research
For every $1 spent on email marketing companies can expect an average return of $42
Automated emails generate 320% more revenue than non-automated emails
Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue
Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns
Sending 3 abandoned cart emails results in 69% more orders than a single email
Triggered emails have a 70.5% higher open rate than regular email newsletters
Marketers who use segmented campaigns note as much as a 760% increase in revenue
Personalized subject lines are 26% more likely to be opened
74% of marketers say targeted personalization increases customer engagement
Automated messages drive 119% higher click rates than broadcast messages
The average open rate for automated emails is 44% compared to 20.81% for general newsletters
Interactive emails trigger a 73% increase in click-to-open rates
51% of companies are currently using marketing automation
64% of B2B marketers say their email marketing strategy was effective for meeting business goals
37% of brands are increasing their email marketing budget
Adoption & Strategy
- 151% of companies are currently using marketing automation
- 264% of B2B marketers say their email marketing strategy was effective for meeting business goals
- 337% of brands are increasing their email marketing budget
- 491% of B2B marketers rate email as the most important channel for content distribution
- 540% of B2B marketers say that email newsletters are most critical to their content marketing success
- 659% of marketers say email is their biggest source of ROI
- 794% of business professionals say email usage is their top life-drain
- 887% of B2B marketers use email marketing to distribute content
- 922% of marketers plan to implement marketing automation in the next year
- 1081% of SMBs rely on email as their primary customer acquisition channel
- 1149% of businesses use some form of email automation
- 1218% of B2B marketers use automated email marketing as their primary tactic
- 1370% of professionals use email to share content related to their company or industry
- 1458% of marketers plan to increase their spending on email marketing automation
- 15Email automation is the top priority for 29% of marketers
- 1682% of marketers use email marketing automation for greeting or welcome emails
- 1731% of marketers say that "improving email engagement" is their top initiative
- 18The education industry has the highest adoption of email automation at 65%
- 1942% of companies use a marketing automation platform
- 209 out of 10 marketers view email marketing as strategically important to achieving business objectives
Interpretation
Email is the marketing world's indispensable cash cow and necessary evil, delivering unmatched ROI and strategic reach that’s driving bigger budgets and automation plans even as professionals call it a top life drain and many companies only partly automate it, so success now means scaling what works without annoying the people who have to read it.
Automation Workflows & Triggers
- 1Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns
- 2Sending 3 abandoned cart emails results in 69% more orders than a single email
- 3Triggered emails have a 70.5% higher open rate than regular email newsletters
- 4Birthday emails generate 342% higher revenue per email than promotional emails
- 545% of cart abandonment emails are opened
- 6Post-purchase emails see a 217% higher open rate than traditional broadcast emails
- 796% of visitors to your website aren’t ready to buy yet requiring lead nurturing workflows
- 8Browse abandonment emails can achieve a 124% increase in open rates compared to non-retargeted emails
- 9Back-in-stock automation emails have the highest open rate of any e-commerce automation at 65.32%
- 1039% of marketers send a welcome email to new subscribers
- 11Onboarding emails that offer a discount have a redemption rate of 7.6%
- 12Re-engagement campaigns are used by 45% of marketers to win back dormant subscribers
- 1321% of all email revenue comes from welcome emails
- 14Order confirmation emails have the highest open rate of all transactional emails at roughly 70%
- 1554% of marketers say that welcome mails are the most effective automated campaign
- 16Replenishment emails have an average click-to-open rate of 53.6%
- 17Price drop alert emails have an average 1.04% conversion rate
- 18Anniversary emails generate 7x more transactions than standard bulk emails
- 1948% of marketers use automation for loyalty program updates
- 20Multi-step welcome series generate 51% more revenue than a single welcome email
Interpretation
These statistics show that treating email as a timely, personal conversation through welcome and triggered sequences, plus cart, browse, birthday and post-purchase messages, outperforms generic blasts by delivering far higher opens, clicks and revenue, so automate thoughtfully or watch potential sales walk out the door.
Engagement Metrics
- 1Automated messages drive 119% higher click rates than broadcast messages
- 2The average open rate for automated emails is 44% compared to 20.81% for general newsletters
- 3Interactive emails trigger a 73% increase in click-to-open rates
- 4Adding video to your emails can increase click rates by 300%
- 5Friday is typically the day with the highest email open rates of 18.9%
- 6Emails with emojis in the subject line have a 56% higher open rate
- 747% of email recipients open an email based on the subject line alone
- 869% of email recipients report email as spam based solely on the subject line
- 9Mobile clients account for 41.6% of email opens
- 10Apple iPhone is the most popular email client with 28.4% of opens
- 11Automated emails usually receive 152% higher click-through rates than standard emails
- 1221% of emails sent in North America are opened
- 13The average unsubscribe rate for email marketing is 0.1%
- 14The average bounce rate across all industries is 0.7%
- 15Emails with 6 to 10 words in their subject lines have the highest open rate
- 16Including a social sharing button in emails increases click-through rates by 158%
- 17User-generated content in emails increases click-through rates by 73%
- 18Tuesdays have the highest click-through rates at 2.4%
- 1968.9% of recipients view marketing emails on smartphones 2-3 days per week
- 20A pre-header text increases open rates by 7%
Interpretation
Taken together, these stats show that automated, interactive, multimedia-rich emails paired with concise six to ten word subject lines, persuasive pre-headers and occasional emojis, mobile-first design that favors iPhone users, and social or user-generated hooks sent on the best days for opens and clicks routinely double or triple engagement while keeping unsubscribes and bounces negligible, so treat subject-line testing, timing, and rich media like oxygen for your program.
Personalization & Segmentation
- 1Marketers who use segmented campaigns note as much as a 760% increase in revenue
- 2Personalized subject lines are 26% more likely to be opened
- 374% of marketers say targeted personalization increases customer engagement
- 4Emails with personalized message bodies have a 32.7% better response rate
- 550% of companies feel they can increase interaction by increasing personalization
- 6Segmented and targeted emails generate 58% of all revenue
- 780% of consumers are more likely to make a purchase from a brand that offers personalized experiences
- 839% of marketers who segmented their email lists saw better open rates
- 924% of marketers who segmented their email lists saw better deliverability
- 1055% of marketers say they are prioritizing better segmentation and targeting
- 1172% of consumers say they only engage with personalized messaging
- 12Advanced segmentation techniques are used by only 23% of marketers
- 13Using subscriber names in subject lines increases open rates by 18.3%
- 1466% of marketers use demographic data for segmentation
- 1591% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers and recommendations
- 16Personalized calls to action result in a 202% better conversion rate than default CTAs
- 1733% of marketers use purchase history for email segmentation
- 18Personalized emails deliver 6x higher transaction rates
- 1962% of marketers say hyper-personalization is their most effective email strategy
- 20Lack of content relevance generates 83% lower response rates in the average marketing campaign
Interpretation
The takeaway is hard to ignore: customers reward relevance, and brands that truly personalize and segment their emails see dramatically higher opens, engagement, conversions and revenue while generic blasts get poor responses, yet surprisingly few marketers use advanced segmentation despite the huge payoff.
ROI & Effectiveness
- 1For every $1 spent on email marketing companies can expect an average return of $42
- 2Automated emails generate 320% more revenue than non-automated emails
- 3Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue
- 4Email marketing automation drives a 14.5% increase in sales productivity
- 5Companies using email automation generate twice as many leads as those that do not
- 6B2C marketers who leverage automation have seen conversion rates as high as 50%
- 7Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads
- 877% of ROI comes from segmented, targeted, and triggered campaigns
- 9Marketing automation leads to a 12.2% reduction in marketing overhead
- 1058% of marketers say that increasing revenue is the top benefit of marketing automation
- 11Automated abandoned cart emails have an average conversion rate of 18.64%
- 1280% of marketing automation users saw their number of leads increase
- 1376% of companies that implement marketing automation see a return on investment within the first year
- 14Automated email campaigns account for 21% of email marketing revenue despite only being a small percentage of total sends
- 1560% of marketers say that email marketing is a critical tactic for positive ROI
- 16Marketers using automation software tend to outperform those who don't by converting 53% more leads
- 17Email monetization strategies including automation result in a 20% increase in revenue for publishers
- 18Nurtured leads produce a 20% increase in sales opportunities versus non-nurtured leads
- 1963% of companies that are outgrowing their competitors use marketing automation
- 20Using marketing automation can help increase deal closure rates by 30%
Interpretation
Email marketing automation is the marketer’s compound interest: roughly every dollar spent can return about $42, automated and transactional messages massively boost opens, clicks, conversions and revenue, double or more your leads and qualified prospects while increasing sales productivity, lowering overhead and raising close rates, and delivering most of its ROI through segmented, targeted and triggered campaigns so companies that use it routinely outgrow competitors and often see payback within a year.
