In 2020, email marketing has remained one of the most effective tools for communicating with current and potential customers of brands.
Far from being obsolete, email is a tool that evolves to adapt to new times, so we hope that it will continue to be a protagonist in the strategies of 2021. So that you are prepared, we leave you some very interesting information about the current panorama of email marketing .
10 email marketing statistics for 2021 according to Hubspot
- There are 3.9 billion people who use email on a daily basis worldwide.
- This figure is expected to reach 4.3 billion in 2023.
- 46% of emails are opened from a mobile device.
- 35% of professionals look at their emails from a mobile device.
- 73% of millennials prefer that messages from companies reach them through email.
- Marketers who send segmented email campaigns achieve an increase of up to 760% in the revenue generated.
- 35% of marketers send between 3 and 5 emails per week to their users.
- 80% of professionals believe that email marketing increases customer retention.
- 59% of respondents say that marketing emails influence their purchasing decisions.
- 78% of marketers have seen an increase in interactions with their emails in the last 12 months.
Open and click rates in 2020 according to Mailchimp
Let’s take a quick look at two of the most critical email performance metrics: open rate and click rate. The data is taken from Mailchimp’s annual report.
Email open rates in 2020
The average open rate of all the sectors analyzed by Mailchimp is 21.33%. The sectors with the highest opening rates have been emails related to government issues (28.77%), to leisure establishments (27.74%) and to religious issues (27.62%).
To improve the open rate of emails, the main recommendations are:
- Optimize issues so that they are relevant and interest. It is highly recommended to A / B test different formats to see which ones work best.
- Segment your mailing list to send each batch of emails to the most like-minded users and who are therefore more likely to interact with them.
Email click rates in 2020
The average click-through rate for all analyzed sectors was 2.62%. The leisure sector (5.01%), the media and publications (4.62%) and the government (3.99%) stand out especially.
To improve your click rate, Mailchimp recommends applying these practices:
- Put more effective links. Optimize the link text to be descriptive and concise, and direct the URL to the most relevant information possible.
- Insert more links. For example, you can put buttons in different areas of the content or vary the text of the link.
- Try different types of links using A / B tests to see which ones are most effective at generating clicks.