In 2020, email marketing has continued to be 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 the 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 open 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 advisable 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% . Especially noteworthy are the leisure sector (5.01%), the media and publications (4.62%) and the government (3.99%) .
To improve click-through 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.
- Test different types of links using A / B tests to see which ones are most effective at generating clicks.