10 B2B Email Marketing Stats You Need to Know to Run Successful Campaigns In 2021
August 31, 2021
One of your most profitable assets as a business is the internet. A successful email marketing campaign is the best way to use this asset. But let’s answer an important question first.
What Is Email Marketing?
Email marketing is exactly what it sounds like. It is the process of sending emails to advertise your product. It is easy: you can customize it the way that you want and send it to multiple people at once.
It is one of the most effective ways to reach a large audience. Don’t believe us? Let’s take a look at the stats.
Business-to-business marketing is the practice of businesses marketing to other businesses. B2B marketers arguably make the best use of emails.
A whopping 74% of all business emails are sent to existing customers (Source: Smart Insights). This makes sense as communicating with customers is one of your priorities as a business, with customer retention being a key part of your marketing campaigns.
The next highest percentages of 73% and 65% business emails are allocated to prospective customers and those building brand awareness. Both these types of emails help boost your customer acquisition efforts.
Lastly, less than 50% of business emails contributed to generating revenue and capturing data on subscribers.
2. The Number and Percentage of Emails Sent Annually
It’s no secret that emails are used often. But just how often are they used?
To put it into perspective, approximately 319.6 billion emails every day have been passed back and forth in 2021 alone. This number is expected to increase by approximately 95% more by 2022. As research shows, we can expect the number to go up to a whopping 376.4 billion by 2025 only! (Source: Statista)
As you can see, emails are growing more and more popular yearly. We expect this number to only go up in the following years.
But what type of emails are the most common? The vast majority of emails sent in 2018 were business-oriented, standing at 124.5 billion and 44.3%. (Source: Campaign Monitor)
This stat was followed up with 111.1 billion consumer emails sent, reaching 39.5% on the list. In total, both email types added up to 235.6 billion and 83.8%.
3. Which Days Experience The Highest Open Rates For Emails?
Open rate refers to the percentage of subscribers who open a particular email. You need to know which day this peaks to plan out the best marketing strategy.
Thursday was researched to be the best day for open rates, standing at a whopping 18.60%. On the other hand, the highest click-through rates are on a Tuesday, resulting in 2.73%. (Source: Campaign Monitor)
Monday and Sunday have the lowest unsubscribe and bounce rates, whereas Saturday has the highest click-to-open rates.
4. Impact Of Covid-19 On Email Open Rates
COVID-19 has affected each industry differently. Overall, the email open rates have risen by 4.7% (Source: Acoustic). But some industries have fared better than others during such turbulent times.
For example, the open rates for the transportation industry hit 58.30%, while healthcare stood only at 33.70%. The contrast might seem a bit too much between the two sectors, however, as mentioned, all industries still did see a boom in open rates.
After COVID, the overall year-over-year open rate is expected to rise, even more, therefore hitting 22%. (Omnisend)
5. What are the different features of emails that consumers receive?
Emails are not the most interesting medium of communication on the planet but some templates certainly have an edge. Let’s take a look at the ways that you can try to spruce up your emails.
The first way you can spice up your emails is by using emojis. This method is admittedly not that effective.
As you can see, the open rate when using emojis is slightly higher at a little above 20%. Surprisingly, the click-through rate is the same and the click-to-open rate is lower. You shouldn’t implement them unless they come naturally.
Alternatively, personalized emails show positive upticks in all aspects. Although the difference isn’t astronomical, it can make quite a difference. We believe these are worth the effort.
A few key phrases can also make a world of difference. The phrase newsletter seems to get the best results by quite some distance with open and click-to-open rates both exceeding 20%.
6. Which Subject Lines Have The Highest Open Rates?
The quality of your subject lines can impact the open rate greatly. An easy way to improve them is by using the recipient’s name. This adds a sense of personalization, and as we established earlier, personalized emails tend to perform better.
Addressing customers by name in an email can result in an open rate of 22.60%, in contrast to 22.09% when not addressed by name. (Source: superoffice.com)
While the change may seem insignificant, it accounts for a large number of emails. As you already know, hundreds of billions of emails are sent daily.
7. Highest Open Rate By Industry
Remember how Covid-19 impacted each industry differently? That’s because the response to emails in each industry is vastly different. Let’s compare through actual stats now.
As you can see the open rate in all industries vary quite a bit. Although the difference in percentage doesn’t seem like much, as we discussed, a lot of emails are sent daily.
Government and Politics have an overwhelmingly high open rate at 26.7%. To put that into perspective, the global average is 18%. The education, financial and non-profit industries perform a lot better than the others. (Source: Campaign Monitor)
We have a more in-depth analysis of email stats by industry coming up soon, so keep your eye out for that!
8. How Much Time Is Saved By Automation?
Automation is a great way of improving your efficiency in a business. This is true in terms of emails as well. That is why 64% of the emails sent daily are automated (Source: Smart Insights).
But does it save time?
It does. Business leaders save approximately 360 hours annually. While employers save another 240 hours. (Source: Forbes)
9. Use of Double-Opt-In by Industry
Both single-opt-in and double-opt-in both start with a subscription form. In single-opt-in systems, that’s where it ends: the subscribers are immediately added to the mailing list.
Double-opt-in requires the subscribers to access a confirmation link. You might be thinking: why go for the more complicated method? The advantage of this method is that it weeds out those who aren’t truly interested in your product and increases open rates.
Do companies value this benefit over the simplicity of a single-opt-in system? As you can tell from the graph, the answer is a resounding no. Double-opt-in is time-consuming for the recipients, and that is one of the reasons why businesses avoid using it.
As a result, less than 20% of all industries use a double-opt-in system, while 80% of businesses go for its single alternative.
10. Reason For Opening Emails
The top reason why emails are opened is due to the sender’s name being addressed. This reason accounts for approximately 46% of the open rate. The only other reason- why people open emails- that comes close to the sender’s name is the subject line at 33.90% (Source: superoffice.com).
Very few people are compelled to read the intro paragraph if the previous components don’t attract them, thus the body of the email has no effect on email open rates. Overall, keep it simple, work hard and your email marketing campaign will go well.