“Email marketing is dead.” This is a phrase that has been doing the rounds of marketing forums for a few years. This has caused many companies to stop or reduce their investments in the whole concept of email marketing. While it is easy to give up on the idea of email marketing because many things can go wrong while setting up the campaigns but it is definitely a mistake to give up on it completely.
Especially in the eCommerce industry.
Email marketing drives almost 23% of eCommerce sales. This fact alone makes it one of the most effective and profitable marketing channels.
Moving forward, in this email marketing infographic, we’ll be discussing some statistics about email marketing in the eCommerce space and how your business can leverage this information to make more informed decisions.
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Email Marketing Usage
Before social media came along, email was the cheapest form of communication. It allowed marketers to reach out to their customers at scale and personalize the messages for them. This gave marketers a better lead quality which led to more focused marketing and sales efforts.
Even after the advent of social media, email marketing has a much higher reach and conversion rate than social media. Following are some statistics to prove that email marketing in the age of social media is still relevant and will be for the foreseeable future:
- In 2019, there were 3.9 billion email users
- 293.6 billion emails were sent and received in 2019
- Across all industries, the average open rate is 22.83%
- The global Click Through Rate across all sectors is 4.8%
Ecommerce Email Marketing VS Total Average
While it is a good thing to keep track of your email analytics and metrics, it is even more important to see how they fare against the industry standard.
Why?
Because it tells you how much effort you should ideally put in and figure out what your expectations should be.
According to the latest statistics, we have compiled a list of metrics relevant to email marketing that highlight the position of eCommerce email marketing campaigns compared to other industries:
| Ecommerce | All Other Industries | |
| Open Rate | 15.68% | 22.83% |
| Click Rate | 2.01% | 2.04% |
| Bounce Rate | 0.45% | 0.7% |
| Unsubscribe Rate | 0.27% | 0.21% |
Email Marketing VS Social Media Marketing
When marketers started to realize the huge opportunity that social media presented to connect with customers in real-time and all the data that these platforms provided, there was a huge migration from the domain of email marketing to social media marketing.
But Social Media didn’t come without its limitations. It was the intent of the customers on those platforms that mattered. Which is why email marketing still reigns supreme.
Here are a few statistics that compare how people interact with emails and social media messages:
- First thing in the morning, about 58% of people check their emails compared to 14% who check social media
- Email is the preferred promotional channel for 60% of the customers while only for social media it is only 20%
- 44% of people check emails for promotional offers while only 4% would go on Facebook to do the same
- The average Click Through Rate in email marketing is 3.71% while Facebook, Instagram, and Twitter have an engagement rate of only 0.6%
- Email yields $44 per $1 spent while social media only yields $2
Email Marketing and Spam
Spam has been one of the biggest problems for marketers. Today, if a customer doesn’t recognize you on social media or email, they are most probably going to report you as spam and this affects a business’s reputation.
Marketers have been trying to figure out how to send across their messages and not come across as spammy. From the copy to the email address, they have to get almost everything right.
These statistics will help you understand the picture better:
- ‘Free’, ‘Money’ and ‘Reminder’ are the three words that trigger content-based spam filters
- 43% of email users will report spam if they do not recognize the sender
Email Retargeting in Ecommerce
Retargeting has emerged to be one of the most efficient marketing tactics. It offers you insights about your customers who have already visited your website and this time around, you know what to pitch them. This tactic is effective because it offers a high conversion rate.
With technology acting as an enabler, creating an email list has been a breeze and along with that, retargeting has become simpler. Following statistics show why your eCommerce business should invest in creating a retargeting email campaign:
- Email retargeting drives 28.3% of all eCommerce revenue
- The open rate for cart abandonment emails is 40%
- Abandonment emails achieve a 4.64% conversion rate
How to Improve Ecommerce Email Marketing
As mentioned in the beginning, email marketing does come with its risks and there are techniques that marketers have developed over the years to mitigate them. The few techniques and tricks that you can use to improve your eCommerce email marketing campaigns are:
- Using Emojis
- Using Emojis in the subject line increase the open rate to 30% compared to the average of 22.8%
- A/B Testing
- A/B testing helps understand what works best for your email campaign and can customize the emails best for your customers
- Welcome Emails
- The average open rate for welcome emails is 80%. This can be a great way to get customers to move through your sales funnel
- Right Timing
- The ideal time for sending the emails is between 10-11 am because that is when the business hours start and people open emails to check their work for the day
- Email Design
- Building a responsive email design increases the interaction that customers have after they open the email eventually affecting the CTR
- Including Videos
- Adding videos can increase click rate by 300%
- Optimizing for Mobile
- 49% of all emails are opened on Only 1 out of 5 email marketing campaigns are optimized for mobile
Future Predictions and Trends in Ecommerce Email Marketing
Contrary to what naysayers say, the future of email marketing is bright. There has been so much invested in the concept of eCommerce email marketing, that it only makes sense that marketers keep improving the system rather than abandoning it.
Judging from past user behavior, analysts have noted some trends and some predictions about how email marketing is going to get affected in the eCommerce industry.
- There will be 4.4 billion email users by 2023, that is almost half the population
- 347 billion emails will be sent and received per day by 2022
- Interactivity in the email by including sliders, collapsible menus, and GIFs to make their emails look better
- Smarter email marketing automation using AI is going to cut costs and drive better conversions for businesses
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In conclusion, this eCommerce email marketing infographic points out relevant statistics that eCommerce businesses can use to provide better services to their customers and drive higher conversions and subsequently revenue.
