Stats Make The Case for Email January 22, 2020, | Posted by erin

When it comes to selling brands on the need for email marketing to remain engaged and connected to prospects and existing customers alike, nothing communicates the urgency more than existing studies and statistics on email. Site Impact of course loves to keep informed on the state of the industry--we’re passionate about email! But we recognize that not everyone has the stats ready to hand, and in the moment, when you need to come up with strong facts to get the need across, you don’t want to be at a loss. So today we’re looking at the stats for email as collected by the team at TD Insights, to explain why email is necessary for brands of all sizes.

Email usage by the numbers

The biggest argument in favor of email marketing comes down to the sheer size of the audience. One staggering statistic shows that nearly half the worldwide population will use email by 2020; that’s this year! An audience that in all comprises 3 billion members is one that brands of any size can’t afford to ignore. Of course, the counterargument to that is the fact that it’s logistically unlikely--and would be highly expensive even where possible--to reach out to all 3 billion email recipients in the world, but no brand needs that many prospects or customers; it’s just illustrative of the fact that there are more people on email than any other channel--so it only makes good sense to be there, too, if you want to get the biggest pool of people possible to buy your products or services.

Email gets results

There’s no question: email marketing gets results. Even the poorest-performing email campaign will still do comparatively well stacked up to similar quality campaigns from other channels. In fact, TD Insight found that email was 40 times more effective than Facebook and Twitter combined--which reflects what we’ve been saying for some time now: consumers and businesses alike trust email more than any other channel. Consumers would rather hear from brands via email than just about any other channel, according to multiple studies; that goes even more strongly for Gen X, Millennials, and Gen Z. Add to that the fact that 38% of consumers go on to buy a product they first saw or read about in a marketing email, and you have an impression of just what kind of results email can bring a brand.

Next gen email gets even more engagement

The results put out by TD Insight show a lot of trends and put numbers to a lot of phenomena that Site Impact has been writing about for over a year: mobile contributes to least 50% of email open rates, and mobile emails saw conversion rates of up to 70%. Of course, at this point mobile is hardly “next gen” email marketing--it’s the new normal. What is new is embedded video and other functions, which also see big results: video can spike click rates by up to 300%! Then too, there are strategic advances made in the email space: segmented campaigns generate 100.95% more click-throughs than their blast-based counterparts.

When it comes to selling email marketing to brands of all sizes, the simplest argument is that it’s purely a matter of numbers. Statistics show that email is quite simply the most efficient, most cost-effective channel in digital media, and by incorporating newer technologies and techniques into an email campaign, brands stand to gain even bigger