Email marketing campaigns in 2023: statistics you need to know
Optimise your email marketing campaigns with the latest stats.
Marketers are constantly looking for insights into trends in email marketing campaigns.
Whether it’s about how consumers are engaging with brands through email, or how to collect data on their subscribers, businesses need to stay on top of their game and remain abreast of the latest developments.
While you may be inundated with emails from companies, there are a few tricks marketers use to entice you in.
Email marketing campaigns are a smart, cost-effective way to reach consumers and make conversions. Evidently, they’re a tried-and-true marketing channel that has been around for decades, but it’s still not widely used by small businesses. But with so many new channels vying for your attention, how can you make sure your email marketing campaigns are successful?
This form of marketing is a great way to keep in touch with your audience. Specifically, it allows you to target your audience based on demographics, location, interests and more.
I’ve put together the best of the stats, facts and figures you need to know about email marketing to get ahead of the competition in 2023.
Purchasing decisions are influenced by email marketing
A survey found that 59% of consumers said that marketing emails influenced their buying choices.
Undoubtedly, with the right content in your marketing emails, you can make your mark in a consumer’s daily life. Understanding how to engage with your audience is going to make a big difference to your campaign and add to that 59%.
Creating an email marketing campaign that influences your customer’s buying decisions, you’ll need to understand them first.
For instance, if your audience is primarily businesspeople, it’s useful to know that one-third of professionals use their mobile phones to look at their emails on the go.
There is an array of tactics marketers use to influence their subscribers. You must find the right ones for your brand and resonate with your audience. It might take a fair bit of AB testing to figure it out. But as we say with many marketing strategies, marketing is a continuous experiment that adapts and evolves with time.
Welcome emails have a high open rate
Your welcome email to new subscribers might just be your most valuable email marketing campaign so don’t waste it!
Those very first welcome emails have an open rate of 68.6%. This is three times high than regular newsletters (GetResponse 2022).
Welcome emails are great relationship-builders. You don’t want to miss out on this opportunity to pique your readers’ interest. Use our welcome emails to tell your story, push links you want them to click most, or give them a voucher code to get using your services or products as soon as possible.
Email users are going to increase year on year
There were around 4.3 billion email users across the globe in 2022. Statista predicts that this figure will increase to 4.6 billion users by 2025.
This is a stat that proves the email is not yet dead. It shows that the email-use population is growing and therefore, that means more marketing opportunities for business.
What’s more, Statista also reported that there were approximately 306 billion emails sent and received every day in 2020. They project that to increase to over 376 billion daily emails in 2025.
Again, this just shows how active we are on email. These figures also suggest that we value emails and are avid users of email platforms.
Videos help push sales
Video marketing has evolved hugely in the last decade. They’re the most surefire way to engage with an online audience.
A survey by Wyzowl in 2022 found that 92% of marketers who use video say that it’s an important part of their marketing strategy.
So why not pop one in an email? 89% of people say that videos help them make purchase decisions. Wyzowl also found that 91% of people say they want to see more online videos from brands in 2023. Yet, only 36% of marketers have published ‘live’ video content.
Linking to a video in your email marketing campaign will engage your subscribers. And, as the stats suggest, it’ll produce a higher chance they’ll buy into your brand.
Personalised emails have a bigger impact
There are three reasons why you should be personalising your emails. They:
· have an improved open rate of 82%
· produce a higher CTR of 75%
· increase customer satisfaction by 58%
· improve sales by 56%
· And they increase returning web traffic by 38%
Clearly, personalisation matters. It’s important that you’re collecting certain data you’re your subscribers, buyers and clients. Use this data when emailing out to consumers.
You can use their name, date of birth, location, relationship status, ethnicity, sexual orientation, medical history and more to put together an email they’re going to want to read.
Of course, it can be tricky to obtain this data. Many businesses find this a challenge because of a lack of resources, lack of skills, lack of marketing budget, and being unable to find time.
Still, you can gain the most basic information upon subscriptions. Ensure your subscribers’ form asks the right questions.
Interaction is a winner
Fitting interactive elements into your email marketing campaigns increase click-through rates by 300% (Marech Advisor).
Interactive content includes elements such as collapsible menus, GIFs, sliders, videos, min-games, quizzes, and more. This type of engagement is known to show the human side of a brand and prove the company is relatable.
How often do you interact with Google Doodles on a daily basis? I know I do most days. It’s because we love interacting with brands on a quirky and personal level.
One study found that 68% of millennials use and like seeing emojis, GIFs and stickers in their emails; while only 37% of respondents over 65 agreed with this.
However, 74% of users delete emails if they haven’t loaded in under five seconds. Kinsta believes this could be to do with the size of images and graphics in the message. Make sure any interactive elements are optimised for quick-loading speeds.
Click through rates drop at the weekend
When planning your email marketing campaign strategy, don’t forget to plan the date and time for to press send.
It’s not a great idea to send out email marketing campaigns you’re most proud of on the weekends. GetResponse found that Tuesdays and Thursdays had the highest open and click through rates. Whereas, weekends had the lowest open rate.
The best time of day to send emails seems to be between 10am and 2pm, according to Intercom. While HubSpot found their peak time for email opens was 11am.
Remember to factor in when the best time will be for your audience to see your email and engage with it.
Is email marketing worthwhile in 2023? Absolutely. Despite email having been around since before dial-up internet, it’s still going strong. And the prediction is that it’s only going to grow in popularity over the years.
Hence, it’s a great opportunity to build brand awareness and relationships with consumers.
Now’s the time to really nail down those email marketing campaigns and get those click-through rates up to increase sales!