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Blog post By Paula Chiocchi on 2017-12-13

For marketers, December is always the best time of year to reflect back on successes and losses, and learn from them in order to reignite campaigns in the year ahead. With that in mind, here are 10 essential email stats we’ve pulled together from a variety of sources – with my thoughts on how to learn from them as you move forward with your 2018 marketing strategies.


1.54% of email is opened on a mobile device: We’re now past the proverbial tipping point: marketers must design their email campaigns and messages for mobile devices first; desktop computers secondarily. This means they need to design for smaller screens, use responsive design templates to make sure emails render perfect on any screen, and test their campaigns on myriad mobile devices.


2.iPhones cut off subject lines over 32 characters: Marketers’ email subject lines must not only be compelling, but they must also be concise – or else there’s a risk they’ll be cut off.  Make it a point to consistently avoid long, vague or obscure subject lines, and always put the most important words at the beginning. (See my previous advice on subject lines)


3.The average open rate for welcome emails is 50%. Marketers have a unique (and temporary) opportunity to use email to welcome new customers into their good graces, introduce them to incremental marketing resources (e.g. newsletters, how-to videos, social media sites, etc.) and cross-sell additional related products and services. Welcome emails can also be used to make additional offers, such as referral incentives.


4.80% of recipients will only scan your email: Nobody likes to read long blocks of text anymore. If your content is too long, your message is likely getting lost. To grab readers’ attention, use a strong subject line, bold headlines, bullets, numbers, short sentences, eye-catching images and a clear, easy to follow call-to-action.


5.The human brain processes images 60,000 times faster than text: Text-heavy messages are laborious and boring – especially to emerging Millennials and Generations X, Y and Z. Marketers should try to communicate their messages leveraging images, graphics or other visuals, and using as few words as possible. Select images that support your brand and story while also offering a clear path for the prospect to take action.


6.GIFs increase click rates 42%, conversion rates 130%, and revenue 109%: GIFs (graphic interchange formats) can add movement to your images – and some excitement, surprise and fun to your email messages. But keep in mind that not all ESPs (email service providers) fully support them, so have a static image in place as a back-up plan. Also watch the file size, and note that a GIF may appear as an enclosure to some recipients, so be sure to test them before sending.


7.Relevant emails drive 18 times more revenue than standard emails: General, broadcast or “spray and pray” emails will likely not generate positive responses, nor turn into substantial revenue for your company. Marketers today need to create relevant, targeted messages crafted specifically to their desired audiences. They also need to analyze their data on an ongoing basis to segment audiences based on the customer journey, and create the most personalized, pertinent email messages possible.


8.Nurtured leads make 47% larger purchases: Depending on their offers, most marketers will likely not land a sale based on a single email message; it will likely take several (or even many) messages to get a prospect to take action, visit your site or your materials, and then perhaps make a purchase. As a result, marketers should plan to nurture prospects, creating a series of emails that deliver compelling content to subscribers over time – which should eventually pay off.


9.Receiving too many emails is the top reason people unsubscribe: Subscribers sign up to receive more information, occasional updates, and more helpful content – not to be constantly bombarded with unwanted emails. Marketers should resist blasting emails to their subscribers with every piece of news or limited-time “special offers.” Have a (real) reason for reaching out. Think quality over quantity.


10.Marketers consistently rank email as the most effective tactic for generating awareness, new customer acquisition, conversions and retention. Experienced marketers know email works, and continue to rely on this proven medium for growing their customer base and company revenues.


Is there an email or marketing statistic that is having an impact on your 2018 strategy?




1: Litmus

2: Harland Clark Digital

3: Marketing Sherpa

4: Nielsen Norman Group

5: 3M Corporation

6: Marketing Sherpa

7: Juniper Research

8: Annuitas Group

9: Chadwick Martin Bailey

10: Gigaom Research



Outward Media’s accurate, targeted email data can help you achieve better email marketing ROI, and convert more prospects into customers. Ask us how. Also, please take a minute to review our latest case studies to find out about the business-building results we’re generating for our clients.


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At OMI, we believe good things happen when you share your knowledge. That's why we're proud to educate marketers at every level - in every size and type of organization - about the basics of email marketing and the contact data that powers it.

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