Each year Twilio SendGrid publish a new Email Benchmark and Engagement study based on the emails sent through their systems.
That’s roughly 60 million emails per month sent out by 80,000 of their customers.
To see how email marketing in 2019 performed, they also looked at email from the perspectives of recipients – to learn in more detail how they engage with email.
But here are a few of the highlights:
This table shows that as the number of emails to recipient inboxes increases, the email engagement drops.
The average number of emails per month sent to recipients increased to 8.3 in 2019.
This corresponds with the drops in Aggregate Open Rate, Aggregate Click Rate, and Click-to-Open Rate.
This is interesting because pretty much everyone who teaches an email marketing course advises that you should sent out emails every day rather than about 1 every 3 days as this study shows marketers are doing.
So, for people who send daily, this suggests that all rates should be lower (more emails = lower engagement).
Open rate for broadcast emails I send out is in the 6% range, quite low in comparison to the figures in the table.
But I do sent out more than 8 emails per month.
My Aggregate Click Rate is between 0.5% and 1%.
But my Click To Open Rate is 12%.
Using good subject lines on emails is vitally important in increasing open rates and so I can see that I need to come up with better subject lines for my own emails.
For even more global benchmarks, including the top inbox providers and devices used in the top 25 countries that SendGrid send email to, download the full 2019 Email Benchmark and Engagement Study.
Other useful email statistics relate to the type of content you send to your subscribers.
So, what kind of emails should you be sending out?
Image-only emails, image-heavy emails, image-light or no image emails?
And how much text content is best?
These are the results from surveying email recipients:
The results are very clear…
Emails should contain between a couple of sentences and up to, at most, 4 paragraphs of text.
Image-only emails are a no-no as are walls of text.
So maybe it’s time to change some of your email marketing strategies and rework some of the emails you’re sending out, especially if you’re doing any email marketing automation.
Small and badly formatted text also annoys people who read emails on mobile devices.
I use a 16px text size in my emails, but I’m switching to using a 18px sized font from now on.
The full 2019 Email Benchmark and Engagement Study is filled with even more great data that you can use to improve your email campaign.
As well as the charts above, the study includes more granular data on how participants across 4 different age groups in the U.S. and U.K. responded to dozens of email questions.
Within the full report, you’ll learn:
- How many images recipients want to see in their emails
- What frequency of messages they’d like to receive
- What elements of emails influence their decision to click on links
- What frustrates them about the email experience
With more than 50 different charts showing how recipients responded to dozens of email questions, the Study is an essential resource for any email sender.