Are you considering using email marketing to grow your business in 2017? Need some facts and figures to help you form and execute your strategy?

Email marketing remains a powerful tool for businesses to engage with their audience and drive results. In 2017, the landscape of email marketing continued to evolve, with new trends, technologies, and consumer behaviors shaping the way marketers approach their email campaigns.

To help you navigate this ever-changing landscape, we’ve compiled 25 essential email marketing statistics from 2017. These stats provide valuable insights and should guide your email marketing strategy for maximum impact.

We share 25 email marketing stats for your consideration in this infographic.

1. Email Open Rates:
   • In 2017, the average email open rate across all industries was approximately 24.79%. (Source: Campaign Monitor)
   • Emails with personalized subject lines had 50% higher open rates than those without personalization. (Source: Yes Lifecycle Marketing)
2. Mobile Optimization:
   • Mobile devices accounted for 54% of all email opens in 2017. (Source: Litmus)
   • Emails that were not mobile-responsive saw a 15% drop in open rates. (Source: Adestra)
3. Email Conversion Rates:
   • The average email conversion rate in 2017 was 1.07%. (Source: Mailchimp)
   • Segmenting email lists led to a 14.31% higher conversion rate compared to non-segmented lists. (Source: Mailchimp)
4. List Segmentation:
   • Marketers who used segmented campaigns experienced a 760% increase in revenue. (Source: Campaign Monitor)
   • 39% of email marketers who segmented their email lists saw better open rates. (Source: MarketingSherpa)
5. Automation and Personalization:
   • Automated email messages had an average open rate of 70.5%, compared to 17.48% for non-automated emails. (Source: Epsilon)
   • 74% of marketers believed that targeted personalization increased customer engagement. (Source: eConsultancy)
6. Email Design:
   • Emails with a single call-to-action button increased clicks by 371% and sales by 1617%. (Source: WordStream)
   • In 2017, 56.6% of brands used responsive design for their emails. (Source: Litmus)
7. Timing Matters:
   • Tuesday was the best day of the week for sending emails, with a 17% higher open rate compared to other days. (Source: CoSchedule)
   • Emails sent at 10 am had the highest open rate. (Source: Experian)
8. B2B Email Marketing:
   • In 2017, B2B marketers found that email was the third most influential source of information for their work. (Source: WordStream)
   • 59% of B2B marketers considered email marketing as the most effective channel for generating revenue. (Source: BtoB Magazine)
9. Abandoned Cart Emails:
   • In 2017, abandoned cart emails had an average conversion rate of 18.64%. (Source: SaleCycle)
   • 45% of cart abandonment emails were opened, and 21% of those clicks led to a purchase back in 2017. (Source: SaleCycle)
10. List Growth and Acquisition:
    • In 2017, 49% of marketers considered list growth as their most important email marketing goal. (Source: Ascend2)
    • Contests and giveaways were the most effective tactics for list growth in 2017, according to 81% of marketers. (Source: Ascend2)
11. Email Content:
    • Emails with video content had a 96% higher click-through rate compared to those without video. (Source: Experian)
    • In 2017, 56% of brands used emojis in their email subject lines to increase open rates. (Source: Litmus)
12. Email Security and Deliverability:
    • In 2017, 21% of legitimate marketing emails never reached the inbox. (Source: Return Path)
    • 72% of people reported that they would delete an email immediately if it didn’t display well on their mobile device. (Source: BlueHornet)
13. Unsubscribe Rates:
    • In 2017, the average unsubscribe rate across all industries was 0.17%. (Source: Mailchimp)
    • The main reasons for unsubscribing from emails were receiving too many emails (69%) and content that was no longer relevant (59%). (Source: HubSpot)
14. Transactional Emails:
    • In 2017, transactional emails had 8 times more opens and clicks than any other type of email. (Source: Experian)
    • 49% of consumers said they would like to receive promotional emails from their favorite brands every week. (Source: Statista)
15. Email Metrics:
    • The average click-through rate (CTR) for emails in 2017 was 2.48%. (Source: GetResponse)
    • The average click-to-open rate (CTOR) in 2017 was 14.10%. (Source: Epsilon)
16. A/B Testing:
    • In 2017, only 17% of marketers conducted A/B tests on their email campaigns. (Source: Litmus)
    • A/B testing subject lines led to a 31% higher open rate. (Source: Mailchimp)
17. Email Automation ROI:
    • Email automation generated an average of $38 in revenue for every $1 spent in 2017. (Source: DMA)
    • 63% of companies that outgrew their competitors used marketing automation. (Source: Lenskold Group)
18. Social Sharing:
    • Emails with social sharing buttons had a 158% higher click-through rate. (Source: GetResponse)
    • In 2017, 30% of marketers said that social sharing buttons were the most effective email element for increasing engagement. (Source: Emma)
19. Spam Complaints:
    • In 2017, the average spam complaint rate across all industries was 0.04%. (Source: Mailchimp)
    • Using a double opt-in process reduced spam complaints by 30%. (Source: Campaign Monitor)
20. Subscriber Preferences:
    • 72% of consumers in 2017 said they preferred to receive promotional content through email. (Source: Marketing Sherpa)
    • 69% of email recipients reported email as spam based solely on the subject line. (Source: Convince & Convert)
21. Email and ROI:
    • In 2017, email marketing had an average ROI of 3800%. (Source: DMA)
    • 80% of professionals said that email marketing drives customer acquisition and retention. (Source: Emarsys)
22. GDPR Impact:
    • The implementation of GDPR in 2018 led 67% of marketers to change their email marketing strategies in 2017. (Source: Econsultancy)
    • 90% of marketers felt prepared for GDPR, while 8% did not know what GDPR was in 2017. (Source: Econsultancy)
23. Email Length:
    • In 2017, emails with 50-125 words had the highest response rates at over 50%. (Source: Boomerang)
    • 73% of millennials preferred email communication for business communications in 2017. (Source: Adestra)
24. Interactive Emails:
    • In 2017, interactive emails, such as those with GIFs or quizzes, increased click-to-open rates by 73%. (Source: Experian)
    • Only 25% of brands used interactive email elements in 2017, despite their effectiveness. (Source: Experian)
25. Email and E-commerce:
    • In 2017, email was the primary channel for driving repeat business, with 81% of customers making another purchase after receiving an email. (Source: DMA)
    • Email was responsible for 24% of e-commerce orders in 2017, making it the second most effective marketing channel. (Source: Custora)

Conclusion

These 25 email marketing statistics from 2017 highlight the importance of staying informed and adapting your email marketing strategy to changing trends and consumer preferences. From mobile optimization to list segmentation and personalization, these insights should guide your approach to email marketing and help you achieve better results in 2017 and beyond. Remember that email marketing is a dynamic field, and continuous learning and experimentation are key to success in this ever-evolving landscape.