10 Email facts to help guide your future campaigns

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10 Email facts to help guide your future campaigns

Email marketing isn’t showing any signs of going away. For large and small businesses alike it remains one of the most valuable tools at a marketer’s disposal.

by Peter Burch ptburch 06 Sep, 2017 read time: 4 mins Comments

We've compiled 10 astonishing facts to change the way you approach email marketing.

1. ROI on email marketing is huge

Let’s get straight to the point - email marketing makes money. A report by DMA in 2015 discovered that for every £1 you spend on email marketing, you can expect an average return of £38. While email marketing has many benefits, this is the one that will drive your business.

Source: Email Monday

2. Segmented emails have a higher open rate

If you’re not yet segmenting your email lists then you should be. A study by Mailchimp in 2017 found that segmented campaigns benefit from an 14.3% increase in open rates over non-segmented emails. Narrowing your focus means your recipients will find your information more relevant. In turn your campaigns will achieve better results.

Source: Mailchimp

3. Segmented emails enjoy an eye-watering increase in clickthrough rates

Success for segmented campaigns is not just limited to open rates: more impressive is that clickthrough rates increase by an average of 100.9%! Still thinking one solution fits all? 

Source: Mailchimp

4. Video emails produce clickthrough rates nearly 96% higher than non-video emails

Our increased interest in video isn’t going away anytime soon either, in fact, 51.9% of marketing professionals worldwide cite video as the type of content with the best ROI.

Source: HubSpot

5. Re-opened emails yield results

When a customer or lead who opens an email on a mobile device opens that same email again on another device, they are 65% more likely to clickthrough to your product/service.

Source: Campaign Monitor

6. Customers spend more per order on desktop

Desktop conversions produce a 13.5% higher average order value for apparel purchases. Non-apparel shoppers will spend even more on desktops, averaging 25.5% more per order than on mobile.

Source: Email Monday

7. B2B emails have higher clickthrough rates than B2C

Clickthrough rates are 47% higher for B2B email campaigns than B2C email campaigns and boasted a 23% higher click-to-open ratio.

Source: E-Marketing Platform

8. B2C emails get 57.4% more opens on mobile than B2B email

42.7% of consumers open B2C emails on mobile compared to 27.1% for B2B. It’s time to make your emails and campaign landing pages responsive.

Source: Email Monday

9. Email marketing is the greatest driver of customer retention

80% of retail professionals claim email marketing as their number one medium for customer retention, followed by Social (identified by just 44% of those same professionals)

Source: E-Marketer

10. 28% of consumers would like to receive promotional emails more than once per week.

Be sure to do it right.


Investing time and resource to produce great email campaigns has been proven to yield results for B2B and B2C. From iterative technical steps such as segmenting your data and making sure your emails and landing pages are mobile responsive, to creative improvements such as writing interesting content and using video (when suitable), you should begin to notice an upward trend in your campaign results.

Get your free email marketing appraisal

If you are considering using email as a form of marketing and would like to know more, or if you're already using email marketing and would like to improve your results, please get in touch with us for a free appraisal.

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