I always find it fun to look back at predictions people made in years past to see how accurate (or, in many cases, how inaccurate) they are. And so when I stumbled across an old blog post from Convince and Convert entitled, “15 Email Statistics that are Shaping the Future” dated 2008, I simply had to take a look.
Technology moves so fast that predictions made less than a month ago can seem absurd. But surprisingly, the 15 stats represented in this post hold fairly true. Why and how our messages get pushed to, or moved to the spam folder is still a top concern among marketers. But there were 5 stats that stood out to me for various reasons.
And here they are:
1. 44% of email subscribers made at least one purchase last year based on a promotional email
Most recent stats suggest that the trend has only increased, and that a higher percentage of email subscribers now purchase from those companies. When I was preparing my email marketing book I saw a stat from 2010 that said that 58% of email subscribers acknowledged making at least one purchase from a brand whose emails they subscribed to.
2. 35% of business professionals check email on a mobile device
That is actually higher than I would have expected 4 years ago. I would imagine that’s higher now, as the percentage of all emails read on mobile devices is now in the 20-25% range.
3. 84% of people 18-34 years old use an email preview pane
One of my greatest questions has always been how people read email. I doubt this number is that high anymore, except that most people still use Outlook at work. Gmail and Yahoo dominate in the consumer email space, and neither one uses preview panes. And mobile emails eliminate preview panes altogether, unless there is an email app I don’t know about.
4. 30% of people email addresses annually
5. People who buy products marketed through email spend 138% more than people who do not receive email offers
Not only does email bring in more customers, it brings in better ones. Who would’ve guessed?
I’d love to see updated stats on all of these.