Ground Reality of Email Marketing - Benchmarks, Trends & Challenges

Email marketing is the lifeline of the entire marketing strategy. This oldest form of marketing helps an organization achieve its goals.

How does it do so?

The process is easy to implement and connect with customers on time. The instant business conversation helps nurture the relationship with the existing customer and win new customers simultaneously.

So, while it has been winning the hearts worldwide, we thought of diving deep to understand its current state. The infographic explains how industries are using this channel, and how email marketing is benefitting them in the current scenario:

Ground Reality of Email Marketing

Email Marketing Benchmarks by Industry:

Agriculture and food services:

Open rate	Click-rate
23.31%	2.94%

Construction:

Open rate	Click-rate
21.77%	2.26%

Business and finance:

Open rate	Click-rate
21.56%	2.72%

Consulting:

Open rate	Click-rate
20.13%	2.49%

E-commerce:

Open rate	Click-rate
15.68%	2.01%

Health and fitness:

Open rate	Click-rate
21.48%	2.69%

Insurance:

Open rate	Click-rate
21.36%	2.13%

Manufacturing:

Open rate	Click-rate
19.82%	2.18%

Non-profit:

Open rate	Click-rate
25.17%	2.79%

Professional services:

Open rate	Click-rate
21.94%	2.55%

Retail:

Open rate	Click-rate
18.39%	2.25%

Telecommunications:

Open rate	Click-rate
20.92%	2.27%

Real estate:

Open rate	Click-rate
19.17%	1.77%

Email Marketing Benchmarks by Country:

	Open rate	CTR
Global	17.80%	2.60%
United States	17.00%	2.50%
UK	17.50%	2.40%
Australia	18.70%	2.80%

The Top Email Marketing Objectives of Organizations:

Building brand awareness – 64%
Communication with prospects – 63%

Interactive email elements of 2020:

User-generated content
Interactive images
Making long-form emails integrated rightly

Email Trends of 2020:

Personalization
Automation
AI in an email campaign

Challenges in Global Email Marketing:

58% of small businesses do not plan for international email marketing
21% of big enterprises also do not plan for a global audience.

Obstacles to the Success of Email Marketing:

Low click-through rates – 53%
No effective strategy – 41%
Lack of hygiene of list – 28%
No quality content – 32%
No proper internal resources – 31%

How successful is the Email Marketing Strategy?

Very much fruitful – 42%
Somewhat fruitful – 47%
Somewhat not fruitful – 10%
Too bad – 1%

Marketers and Customers Communication:

35% of marketers send almost 3-5 emails every week.
31% of marketers vote for newsletters as one of the best tactics to nurture the relationship
85% of marketers use email marketing software.