Messages about promotions and discounts – 50%
Shipping – 40%
Order confirmation – 38%
Research by Gartner found that 30% of marketers look to email marketing to drive sales conversions.
Additionally, 20% look to email marketing to increase customer loyalty and advocacy.
Brands in the top 20% of retail had over 1.4 buy email database million monthly site visits from email in 2021.
This is compared to just 212,000 in the travel and hospitality industry and 127,521 in the financial services sector.
According to Validity’s 2021 Email Benchmarking Report, the B2C email delivery rate fell from 98.8% in 2019 to 97.0% in 2020. The report also found that:
Open rates decreased from 20.6% in 2019 to 20.5% in 2020.
Click rates were 2.2% slightly up from 2019 rates.
Click-to-open rates declined to 9.3% from 12.2% in 2019.
B2c vs b2b open rates
According to Netcore, the email unsubscribe rate for e-commerce businesses was 338 per 100,000 users in 2020.
The industry with the highest unsubscribe rate was the entertainment industry with 979 per 100,000 users, while the industry with the lowest unsubscribe rates was the telecom industry with 777 per 100,000 users.
Constant Contact surveyed thousands of consumers to discover the reasons they unsubscribed from emails and found that:
69% felt they received too many emails from the business/organization.
56% felt the content they received was no longer relevant.
51% believed the content they received wasn’t what they expected.
