Many consider email a relative dinosaur compared to webinars, social media posting, and video B2B content marketing – not us! At Impressive we’ve always seen the power of a well-crafted email campaign. And the stats for 2022 back us up: the ROI for email campaigns was an average of $40 for every $1 spent (USD) — which is significantly higher than other channels, such as SEO (over $22 USD) and keyword ads ($17 USD).
We decided to dive deep into email marketing and take a look at some of the stats from 2022. We found a bunch of exciting insights, and we thought we’d share them with you. Join us as we look back over email marketing in 2022 and why it’s a pillar of any good marketing strategy in 2023. Let’s go!
So, why email?
Many, many people use email. In 2020, there were four billion email users globally, and over 305 billion emails were sent and received daily. Experts forecast that by 2025, there will be 4.6 billion email users worldwide and more than 376 billion emails per day. Email is still as popular as ever.
Here are just some of the reasons email is still viable as a marketing strategy in 2023:
- Cost Effectiveness. Email marketing as an expenditure is cheaper than most of the other marketing channels.
- Tracking and Performance Measures. Tools used for email marketing — such as A/B testing — make it easy to measure how well you are meeting your objectives.
- More Targeted Audiences. Email marketing allows you to send materials to specific groups within your address list.
- Personalized Messaging. If you keep up with the customer life cycle, you can create and disseminate relevant messages to inspire purchasing.
- Great Crossover Potential. Emails can be used to promote your social media accounts, website, and other marketing channels.
- Motivation to Take Action. Emails with time-limited specials or offers for free content — like an e-book — with a call to action can spur customers to reengage.
- Reaffirming Brand Recognition. Customers who sign up for electronic newsletters, updates, and periodic marketing materials likely recognize and prefer your brand and will probably accept your prompts.
Email Marketing Statistics
We took a look at the statistics, including HubSpot’s 2022 compilation, and found that:
- More than 40% of brands believe email marketing campaigns are critical to their success — and almost 40% intend to increase their email marketing budgets. Interestingly, in 2020, nearly 80% of brands felt that email marketing was critical to their success.
- Nearly 65% of small businesses use email marketing.
- Over 80% of B2B marketers use email newsletters the most in their content marketing. Almost 65% felt that their email marketing strategy was effective for the last year’s objectives.
- New product/feature announcements appeared to have the highest click-through rate. Email subject lines were the most effective if they inspired curiosity, were personalized to that audience’s interests and included promotional offers.
- One in three marketers sends weekly emails to their subscriber lists. More than one in four sends multiple emails every month. Around 13% send daily emails. Another roughly 13% send monthly emails, and yet another 13% send multiple emails weekly. Notably, more than 60% of businesses will reduce their email frequency based on engagement levels.
- Around 77% of marketers have seen email engagement rise in the past year.
- Subscriber segmentation appeared to be the most effective email marketing strategy for almost 80% of marketers, followed by message personalization (more than 70%) and email automation (also more than 70%). We will likely see more micro-segmentation and hyper-personalization in email marketing campaigns in 2023.
- Fridays appear to have had the highest email open rates — almost 19% — whereas Saturdays had the lowest at 17%. The most important factor for opening an email was recognizing the sender and having the time to read the email. On average, email recipients spent an average of 10 seconds reviewing brand emails.
Who’s using email anyway?
- Almost three out of four Baby Boomers feel email is the most personal channel for brand communications — compared to more than seven in 10 Gen X, more than six in 10 Millennials, and six in 10 Gen Z-ers.
- Almost all email users (around 99%) check their emails daily. Nearly 40% of this group checked between two to five times a day, whereas just over 25% checked more than five times a day, and almost 20% checked around once a day.
The Case for Mobile Device Email Optimisation
There is nothing more annoying than opening an email on your phone and not being able to see what is in the email. Many businesses and marketers are starting to make sure that their emails to customers are optimized for viewing on a mobile device. It’s a smart strategy, given that:
- Around 55% of website visits come from mobile phones.
- Most email views occurred on mobile devices — more than 40% — with desktop computers used by slightly less than 40%. Less than 20% of email views occurred on tablets. Almost 60% of Millennials and around 67% of Gen Z mostly use their smartphones to check their emails.
- More than 55% of marketers send mobile-friendly emails to their subscribers. Close to half of mobile phone users prefer business communications to be in the form of an email. Using a mobile responsive email design can up the number of separate mobile clicks by up to 15%. However, nearly one in five email campaigns are not optimized for mobile devices.
Automating Email Marketing and Metrics
- More than 85% of business-to-consumer marketers use automation in their email marketing activities. The use of automation is growing in all marketing channels.
- Nearly all single message autoresponse emails — around 98% — were opened, with more than 35% attracting link clicks.
- Automatic testing of email marketing messages — such as spam, A/B, and QA — improves ROI by close to 30%.
While the open rate has traditionally been the metric, things like Apple privacy updates impede gathering this data. As a result, almost 45% of marketers have changed their performance measures, focusing more on relevant KPIs, such as click-through rates, conversion, and customer engagement.
Email: Still Impressive After All These Years
Email marketing is still thriving in 2023 — thanks to its ability to target specific subsets of customers and how easy emails are to personalize. After all, practically everyone has an email and checks it regularly. We think 2023 will see more effort into optimizing emails for mobile devices and automation to help enhance an already decent ROI.
If you still need to harness the power of email marketing – we’re here to help! We’re excited to show you how you can leverage — and improve — your email marketing for your business objective. Contact us today to find out how email marketing can play out for your business with your free marketing plan.