59% say emails sway purchase decisions

New Ideas in MarketingEssential news for marketers, summarised by YouGov
June 08, 2021, 3:47 PM UTC

This piece presents a compilation of significant email marketing statistics that companies can use in 2021.

Even in the age of social media and real-time chat options, a whopping 99% of people still check their emails every day. Email is also the preferred branded communication channel among a vast majority of millennials.

According to HubSpot, 59% of consumers reported marketing emails to influence their purchase decisions. The study found consumers’ emails with professional images and enticing promotions have a more positive influence. Additionally, email can also help improve customer retention.

The average open rate of personalised emails is 18.8%, while it is 13.1% for non-personalised emails. Interestingly, close to half of all abandoned cart emails are opened. With mobile accounting for nearly half of all email opens, 73% of businesses prioritise mobile device optimisation while creating email campaigns.

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