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Every eCommerce business aspires to drive as much awareness as possible toward its online store by promoting its products or services. This can be aimed at achieving customer acquisition by reaching new customers or at achieving customer retention by encouraging current customers to keep shopping. This is why you see eCommerce businesses investing so much of their time, effort, and resources in eCommerce marketing and advertising.
The types of eCommerce marketing are various. There is social media marketing, content marketing, search engine marketing, influencer marketing, local marketing, email marketing, and others. However, in this article, we will focus on email marketing by providing you with some of the most important recent eCommerce email marketing statistics. These statistics will give you a better understanding of how email marketing can help you grow your eCommerce business.
What is eCommerce Email Marketing?
Email marketing is one of the most effective eCommerce marketing strategies today. This strategy utilizes emails to promote the products or services of an eCommerce store to existing customers or potential ones. It strives to build strong, long-lasting relationships with customers and achieve high levels of customer loyalty.
Email marketing for eCommerce can be used in so many different ways and for different purposes depending on your marketing objectives, your business goals, or even your target audience.
For example, using email marketing for eCommerce can be as simple as sending out an email to a customer to remind them that they have added items to their cart but left without purchasing them (Abandoned cart Emails), or it could be as complicated as launching a whole marketing campaign or even multiple integrated campaigns through emails.
There are other types of email marketing techniques that you could use, such as Welcome emails, Anniversary and birthday emails, Loyalty emails, Post-purchase, follow-up emails, Promotional emails, and others.
What you need to know now is that no matter why or how you use email marketing, it has many benefits for your eCommerce business.
Top eCommerce Email Marketing Statistics in 2022
1- Emails are used by almost 50% of the world’s population
Reports show that, in 2022, the number of email users has reached around 4.3 billion users and that it is expected to increase to 4.5 billion by 2025. Also, it is proven that almost 300 billion emails are sent every single day (Statista, 2022).
Moreover, 91% of customers check their emails daily, and 58% do this before they start doing anything else online (Wordstream, 2022). This means that there is widespread usage of emails since almost half of the world’s population is using them
You are probably now wondering what this means for your eCommerce business. Well, let us tell you. This means that today, email marketing is one of the best ways that can help your eCommerce business reach a global audience.
In other words, the increase in the number of email users means an increase in the number of potential customers you could reach out to through this medium. This is an opportunity that your eCommerce business should not miss.
2- Emails campaigns have a 40% higher conversion rate than social media campaigns
When we talk about conversion rate, we talk about revenue. Conversion is the process of turning people who visit your eCommerce store into actual customers who make purchases.
Average eCommerce conversion rates vary around 2.5 and 3%. Throughout the past few years, email marketing has been succeeding at achieving a 40% higher conversion rate than social media and other marketing channels (Captain Words, 2022).
We already mentioned that there are different types of emails that you can use and automate to market your eCommerce business. Here are the top 4 automation types of email marketing that drive the highest conversion rates (Omnisend, 2022).
|
Email Type |
Conversion Rate |
|
Order Confirmation Emails (which is a type of email that you send to your customer after they have purchased through your online store) The open rate of order confirmation emails is around 60% (Omnisend, 2022) |
3.22% |
|
Welcome Emails (which are emails that you send to your customers once they submit their email addresses on your landing page) Welcome emails have an open rate of 68.59% (Get Response, 2022) |
2.86% |
|
Abandoned Cart Emails (which are emails that you send to your customers who have added products to their cart but did not proceed to check out) In 2021, cart abandonment emails had an open rate of 41.09% (Clerck, 2022). |
2.31% |
|
Shipping Confirmation Emails (which is a type of email that you send to your customers to confirm that their order has been shipped and is on its way to them) Confirmation emails, in general, including shipping confirmation emails have an open rate of around 65% (Chamaileon, 2022). |
1.66% |
3- By 2027, global email marketing revenue is expected to reach $17.9 billion.
In 2020, research showed that email marketing revenue was $7.5 billion and that it is expected for it to reach $17.9 billion by the year 2027 (Statista, 2022).
It is also important to know that some studies show that the Return On Investment (ROI) of email marketing is $36 per $1 spent. Other studies say it is $42 per $1 spent (Oberlo, 2022). In all cases, this is considered a high return rate compared to other marketing strategies.
|
Marketing Strategy |
ROI ratio |
|
Email Marketing |
36:1 ($36 for each $1 spent) |
|
SEO |
22:1 ($22 for each $1 spent) |
|
Pay-Per-Click Marketing |
2:1 ($2 for each $1 spent) |
4- Personalized emails have an open rate of almost 18.8%
We all agree that personalization is a very important element in the success of eCommerce businesses and their marketing campaigns. When you combine personalization with an effective eCommerce marketing strategy, such as email marketing, you increase your chances of success.
Email personalization utilizes all your customer’s data to create tailored and customized emails that appeal to each of them separately.
Research shows that personalized emails have an open rate of 18.8%, which is 5.7% higher than the open rate of non-personalized emails (Peer To Peer, 2022).
More statistics about email personalization for eCommerce:
- 71% of customers say that they expect personalized marketing, and 76% say that they get frustrated when they don’t receive that (Mckinsey, 2021).
- Message personalization in email marketing for eCommerce has a 72% rate of effectiveness (Hubspot, 2021).
- Emails that have personalized subject lines have a 22% more likelihood of being opened than emails with non-personalized subject lines (snov.io, 2022)
5- The purchase decision is influenced by email marketing in 59% of eCommerce customers
Research shows that the impact of email marketing on consumers’ buying behavior is higher than any other marketing medium. This can be enhanced by integrating personalization in the messages transmitted through emails and trying to engage customers in every way possible (Captain Words, 2022).
6- eCommerce Email Marketing Statistics on mobile devices
Mobile commerce (mCommerce) market share accounts for 73% of total eCommerce (Zippia, 2022), and based on the fact that research shows that 36.6% of emails worldwide are accessed via mobile devices (Demand Sage, 2022), then this adds to the significance of mCommerce.
More statistics about mobile marketing:
- One out of three email clicks is done via a mobile device.
- 55% of global website traffic is conducted via mobile devices.
7- E-commerce email marketing statistics according to the weekdays
|
Monday |
Emails on Mondays have an open rate of 22% (the highest rate among all weekdays.) |
|
Tuesday |
Emails on Tuesdays have a click-through rate of 2.4% and a click-to-open rate of 10.8%. |
|
Wednesday |
Just like Tuesdays, emails on Wednesdays have a click-to-open rate of 10.8%. |
|
Thursday |
There is nothing special about Thursdays except that they have a stable unsubscription rate of 0.1%, which is similar to the rest of the weekdays. |
|
Friday |
It has a click-to-open rate of 10.1% |
Saturday |
Emails on Saturdays have the lowest click-through rate, with 2.1%. Click-to-open rate of 10.1% |
Sunday |
Emails on Sundays have an open rate of 20.3% ( the lowest open rate among other weekdays). Click-to-open rate of 10.1% (Demand Sage, 2022) |
8- Utilizing testing in your eCommerce email marketing ensures a 28% higher ROI
28% higher ROI is guaranteed when you start using testing methods in your email marketing, such as A/B testing (Hubspot, 2022). A/B testing in email marketing refers to sending two formats of emails after changing one variable. After that, the software you are using evaluates and determines which email format has engaged more customers so that you can be able to optimize your emails.
9- eCommerce Email Marketing Statistics: the most effective channel
Email marketing is rated by 29% of marketers as the most effective marketing channel
This is, of course, compared to other marketing channels:
|
Social Media |
25% of marketers |
|
SEO |
22% of marketers |
|
Content Marketing |
25% of marketers (snov.io, 2022) |
|
Email Marketing |
29% of marketers |
10- 72% of eCommerce businesses use automation for their email marketing campaigns.
The time of sending emails manually has ended. Today, research shows that:
- 72% of successful eCommerce businesses use marketing automation.
- 82% of unsuccessful eCommerce businesses do not use marketing automation, and less than 30% adopt automation (Vendasta, 2022).
Read more about eCommerce Email Marketing Automation: How It Works, Benefits, Examples
Speaking of automation, today, there are automation marketing tools that can help you create effective email marketing campaigns for your eCommerce business. A tool like ConvertedIn will make it easier for you to create customized and personalized email marketing campaigns, which, in turn, will contribute to increasing your ROI.
What are you waiting for? Book your Demo now and enjoy this marketing automation system that will do it all for you.
