Email Marketing

5 Email Marketing Benchmarks to Beat in 2020: 2019 Metrics Report

Presenting the 2019 Email Marketing Metrics Report!

If there’s one thing that’s constant it is change. What was working in email marketing last year won’t necessarily work this year. But being able to notice trends and incorporate them in our plans makes us look like the email marketing superstars we are.

That’s why we’re excited to welcome you back to the Email Marketing Metrics Report. We’ve crunched the numbers for the last three years to uncover the latest trends. We can’t wait to share them with you so you can start working them into your plans.

We’re Still Mobile

2019 saw mobile as the most used platform to open emails, as it had been for the last three years. Figures have remained relatively steady, 46.68% in 2017, 46.47% in 2018 and 43.19% in 2019. However mobile did lose some ground to web accessed email in 2019, which went from 28.51% in 2018 to 30.62% in 2019.

Why does it matter? 
Understanding how your emails are read is pretty important. It gives you an understanding of the best designs to use and the best way to reach your customers.

What can we do?
First of all, check your stats against the averages. How readers check their emails can differ from industry to industry, so make sure the trends apply to you.

If your industry lines up with the average, and mobile use is fairly common, design is an area you really must consider. If your email is difficult to read they likely won’t bother, so consider the amount of text you are including and keep mobile designed emails on the lighter side. And for the love of all things holy, make sure your email design is responsive.

If you find you have a higher than average mobile audience, consider SMS marketing as another quick and easy way to reach them.

Gmail Owns Desktop

Gmail maintains its position as the most used desktop email platform for another year. Though it did drop from 49.26% in 2018 to 47.29% in 2019. Some of that lead went to Outlook 2016, which came close to doubling in popularity from 2018 to have 25.69% in 2019. Older Outlook programs, like Outlook 2010 and Outlook (Other) have dropped from the list, presumably as more people upgrade.

Why does it matter? 
Not all email programs are created equal and it makes a difference to your readers’ experience. Some programs do not display animated gifs and some will not allow you to embed videos. Not to mention the font, layout and CSS differences between platforms.

Plus, Gmail is known for their Inbox Categories that may automatically sweep your email off to a promotions folder, instead of the standard inbox. Meaning your email might not even be read. *Gasp!* 

What can we do?
Know what your most popular desktop email program is and make sure you test your emails to see how they look in this program.

And, as always, make sure your emails are engaging and valuable because how your readers interact with your emails contributes to what the email client will do with your email.

Opens Are on The Up

The average open rate for emails has been slightly increasing, year-on-year, and the average open rate for 2019 is 36.53%. A long way up from the 23% we were ecstatic to receive when I first started email marketing. (Way back when…)

This information varies based on your readers, so check out what’s typical for your industry in the graph below.

Why does it matter?
Increasing open rates might be an indication that emails are becoming more interesting and engaging. Make sure your emails are not being beaten out by others by making sure they are relevant to your readers.

What can we do?
As always it starts with your audience and knowing what they will respond to. Work on building a reputation of relevance with your audience to get your emails opened

Of course, your subject line is important in getting opened too, so spend a little time considering what might work for your audience.

Bounces Going Higher

Unfortunately, bounces are up too, along with opens and clicks (average click through rate in 2019 was 6.27%, up from 5.82%).

In fact, at 2.14% the average bounce rate was the highest it’s been in the last three years.

Why does it matter?
Managing your bounced emails is important because they can hurt your email deliverability and ultimately cost you money sending to an unattended address.

What can we do?
Make sure that you are keeping your lists clean and up-to-date by managing your bounced email addresses. And please don’t ever, ever, ever purchase an email marketing list.

What a Difference a Day Makes

Though we seem intent on sending emails on a Thursday, it’s been the day with the most sends for the last three years, Monday had the highest opens and CTR in 2019.

Monday’s open rates of 0.38% put it on par with Friday and slightly above Tuesday (0.37%) and Thursday (0.36%), but it’s the CTR of 0.07% that puts Monday ahead (Friday, 0.06%; Tuesday and Thursday, 0.06%).

Why does it matter?
Better opens means better clicks. Better clicks mean better ROI. Better ROI means better props for you!

What can we do?
Test, test, then test some more. Systematically send different emails on different days and measure the results to see the time your readers are most receptive. 

There you have it, the changes in email marketing from the 2019 metrics. We hope you’ll benchmark your own performance and use this information to boost your superstar status. Feel free to share and link to the Email Marketing Metric Report if you wish to use it.

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