10 Email Marketing Tips to improve your Campaigns

10 Email Marketing Tips to improve your 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  petertburch 6th September, 2017 read time: 4 mins

We’ve compiled 10 Email Marketing Facts to change the way you approach email marketing.

Updated May 2020.

1. ROI on email marketing is huge

Let’s get straight to the point – email marketing makes money. A report by DMA in 2019 discovered that for every $1 you spend on email marketing, you can expect an average return of $42. While email marketing has many benefits, this is the one that will drive your business.

Source: DMA

2. Mobile emails are opened almost twice as much as desktop

It’s not surprising given the rise in mobile devices but in 2019 61.9% of emails were opened on a mobile compared to 39% on desktop.

Source: Super Office

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. Smile for greater open rates

According to HubSpot 56% of brands that used an emoji in their subject line found they had a higher open rate, compared to those who didn’t. You might *eye-roll* LOL at that fact but it appears a bit of creativity can give you a decent boost.

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 click through to your product/service.

Source: Campaign Monitor

6. Abandoned Cart emails recapture high conversion rates

With an estimated 80% of e-commerce carts abandoned at checkout, sending abandoned cart emails to recapture the sale really does yield results. Average open rates in 2019 were 43.2% while average click-through rates were 8.2% – both higher than the averages for open and conversion rates of general emails.

Source: Barilliance

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 marketing 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. Transactional emails hit the spot.

A report by Experian has shown that automated transactional emails have 8 times more opens and clicks than any other type of marketing email. They also generate 6 times more revenue. So if you are looking to maximise acquisition and retention on your e-commerce website, definitely look at your transactional email strategy.

Source: Experian


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.

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