Email Marketing Stats in 2023 - And Analyzing Traffic With Google Analytics

Root & Branch Digital Marketing
12 Apr 202309:44
EducationalLearning
32 Likes 10 Comments

TLDRThis video script delves into the world of email marketing, highlighting industry statistics, Google Analytics data, and email service provider performance. It discusses open and click-through rates across various industries and emphasizes the importance of B2B and B2C marketing strategies. The script also explores email conversion rates and ROI, underlining the high returns of well-executed email campaigns. Additionally, it provides insights on leveraging Google Analytics for tracking email marketing performance, including engagement metrics and conversion goals, ultimately guiding viewers on how to optimize their email marketing strategies.

Takeaways
  • πŸ“ˆ Email marketing is a significant tool in both B2B and B2C sectors, with B2B usage being particularly high.
  • πŸ“Š Open rates vary by industry, with the media and entertainment industry showing a high open rate of 28.72%, while the retail sector has a lower rate.
  • 🌐 Email service providers like MailChimp, HubSpot, Campaign Monitor, and GetResponse have different performance metrics across industries.
  • πŸ”— Click-through rates are generally low, with the highest being 4.62% in the media and entertainment industry through MailChimp.
  • πŸ’Œ Email conversion rates are important to track, with an average ROI of $38 for every dollar invested, according to Google's featured snippet.
  • πŸ“ˆ ROI in email marketing can vary greatly, with some companies seeing over 70:1 and others less than 5:1.
  • 🎯 Segmented emails are crucial for better performance, now accounting for more than a third of total email revenue.
  • πŸ“† Triggered email campaigns generate more click activity compared to non-triggered emails due to their relevance to the recipient.
  • πŸ” Google Analytics can be used to track email marketing performance, including engagement metrics like bounce rate, pages per session, and scroll depth.
  • πŸš€ For Universal Analytics, there's a built-in campaigns report, while for GA4, a similar report can be easily created to analyze email campaign traffic.
  • πŸ“Š Email marketing traffic tends to be more engaged compared to overall site traffic, with higher pages per session and longer session durations.
Q & A

  • What is the main focus of the video transcript?

    -The main focus of the video transcript is to discuss email marketing, including industry statistics, Google Analytics data, and performance metrics based on email service providers.

  • Which organic channel is more commonly used by B2B marketers besides email?

    -Social media is more commonly used by B2B marketers besides email.

  • What are the email open rates for the media and entertainment industry using GetResponse?

    -The email open rate for the media and entertainment industry using GetResponse is 28.72%.

  • What is the lower bound of email open rates in the retail vertical through Campaign Monitor?

    -The lower bound of email open rates in the retail vertical through Campaign Monitor is less than 13%.

  • What is the difference in click rate metrics between HubSpot and other email service providers mentioned in the transcript?

    -HubSpot's click rate metric represents the click rate of emails that are actually opened, while the other email service providers' metrics represent the straight click-through rate.

  • What is the average ROI for email marketing according to the Google source mentioned in the transcript?

    -The average ROI for email marketing is $38 returned for every dollar invested, according to the Google source.

  • How important are segmented emails in terms of email revenue?

    -Segmented emails are increasingly important and now account for more than a third of total email revenue.

  • In Universal Analytics, where can you find the campaign reporting?

    -In Universal Analytics, you can find the campaign reporting under the 'Acquisition' section, then 'Campaigns', and finally 'All Campaigns'.

  • What is the bounce rate for the March 2023 email campaign mentioned in the transcript?

    -The bounce rate for the March 2023 email campaign is 11%.

  • What is the average session duration for email marketing traffic in the example provided?

    -The average session duration for email marketing traffic in the example provided is over six minutes.

  • What percentage of the March campaign email traffic scrolled 75% of the way down a page?

    -61% of the March campaign email traffic scrolled 75% of the way down a page.

Outlines
00:00
πŸ“ˆ Email Marketing Insights and Industry Stats

This paragraph delves into the world of email marketing, highlighting its significance and relevance in today's digital landscape. It outlines a comprehensive agenda covering industry statistics, Google Analytics data, and email service provider insights. The discussion includes the use of emails across different verticals, open rates by vertical and email service provider, click-through rates, email conversion rates, ROI, and initial engagement stats for the Root and Branch newsletter. The paragraph emphasizes the importance of email marketing in B2B and B2C sectors, providing specific percentages and data to illustrate its impact. It also touches on the varying open and click-through rates across different industries, such as media and entertainment versus retail, and the importance of managing email databases effectively to maintain high ROI.

05:01
πŸ“Š Analyzing Email Marketing Performance in Google Analytics

This paragraph focuses on the practical aspect of analyzing email marketing performance using Google Analytics. It guides through the process of accessing campaign reports in both Universal Analytics and GA4, explaining how to filter UTM tagged traffic for detailed analysis. The summary provides insights into key metrics such as bounce rate, pages per session, average session duration, and scroll depth, showcasing the high engagement levels of email marketing traffic compared to overall site traffic. The paragraph also hints at the potential for examining conversions like contact form submissions, free trials, or sales in Google Analytics, offering a holistic view of how email marketing strategies can be optimized and measured for success.

Mindmap
Keywords
πŸ’‘Email Marketing
Email marketing is a digital marketing strategy that involves sending promotional messages or newsletters to a group of people via email. It is a powerful tool for businesses to engage with their audience, build relationships, and drive conversions. In the video, the speaker discusses various aspects of email marketing, including industry statistics, open rates, click-through rates, and ROI, highlighting its significance in both B2B and B2C sectors.
πŸ’‘Industry Stats
Industry stats refer to the collection and analysis of data that provides insights into the performance and trends within a specific sector or market. In the context of the video, the speaker examines industry stats related to email marketing, such as open rates and click-through rates, to understand how different industries perform in terms of email engagement.
πŸ’‘Google Analytics
Google Analytics is a web analytics service offered by Google that tracks and reports website traffic. It allows users to understand how visitors interact with their website, providing valuable data that can be used to improve website performance and marketing strategies. In the video, the speaker uses Google Analytics to analyze the performance of email marketing campaigns, such as open rates, click-through rates, and user engagement metrics.
πŸ’‘Open Rates
Open rates are a metric used in email marketing to measure the percentage of recipients who open a particular email. This rate is crucial as it indicates the initial level of engagement with the email content. High open rates suggest that the subject line and sender reputation are effective in enticing recipients to engage with the email.
πŸ’‘Click-Through Rates (CTR)
Click-Through Rates (CTR) is a metric in digital marketing that measures the success of online advertising campaigns in terms of the ratio of users who click on a specific link to the number of total impressions or views the ad receives. In email marketing, CTR indicates the effectiveness of calls to action and the relevance of the content to the recipients.
πŸ’‘Conversion Rates
Conversion rates in marketing refer to the percentage of users who take a desired action, such as making a purchase or filling out a form, after being exposed to a marketing message. In the context of email marketing, conversion rates are a key performance indicator that shows how effectively emails are persuading recipients to complete a specific goal.
πŸ’‘ROI (Return on Investment)
ROI is a financial metric used to measure the profitability of an investment or to compare the efficiency of different investments. In the context of email marketing, ROI indicates the financial return generated from the funds spent on email campaigns, taking into account the revenue generated from these campaigns.
πŸ’‘Segmented Emails
Segmented emails are a marketing strategy where email lists are divided into smaller groups based on specific characteristics or behaviors, allowing for more targeted and personalized communication. This approach increases the relevance of the emails to each group, typically leading to higher engagement and conversion rates.
πŸ’‘Triggered Emails
Triggered emails are automated messages sent to subscribers based on specific actions they take or events that occur, such as making a purchase or abandoning a shopping cart. These emails are highly relevant to the recipient's situation, leading to higher engagement and conversion rates compared to non-triggered, generic emails.
πŸ’‘Bounce Rate
Bounce rate in email marketing refers to the percentage of sent emails that are not delivered to the recipient's inbox but are instead returned to the sender. A high bounce rate can indicate issues with the email list, such as incorrect email addresses or a lack of engagement from recipients who mark emails as spam.
πŸ’‘Google Analytics Campaigns Report
The Google Analytics Campaigns Report is a feature that allows users to analyze the performance of their marketing campaigns by tracking the traffic and conversions resulting from specific campaign efforts. This report helps in understanding how different campaigns contribute to the overall website performance and user engagement.
Highlights

The discussion covers various aspects of email marketing, including industry stats, Google Analytics data, and email service provider stats.

Email marketing is a crucial tool in B2B and B2C sectors, with B2B marketers using it more frequently than social media.

Open rates vary significantly by industry, with the media and entertainment industry having the highest open rate of 28.72%.

Retail emails have a lower open rate, with less than 13% of emails getting opened.

Click-through rates are generally low, with the highest being 4.62% for emails sent through MailChimp in the media and entertainment vertical.

Email conversion rates are reported to be 1.22%, which is considered high.

The average ROI for email marketing is $38 for every dollar invested, making it a highly effective marketing channel.

Segmented emails are increasingly important, accounting for more than a third of total email revenue.

Triggered email campaigns generate significantly more click activity due to their relevance to the recipients.

Google Analytics can be used to track email marketing performance, including campaign reporting and UTM tagged traffic analysis.

Bounce rates for email marketing traffic can be low, indicating high engagement levels.

Email marketing visitors tend to view more than one page, showing higher engagement compared to the site average.

Session duration for email marketing traffic is over six minutes, suggesting in-depth engagement with the content.

Scroll depth analysis reveals that a significant portion of email traffic scrolls 75% of the way down the page.

Google Analytics provides valuable insights into email marketing effectiveness, including conversion tracking.

The video promises more content on email marketing, including choosing the right email service provider and setup tips.

Transcripts

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Email MarketingIndustry StatsGoogle AnalyticsB2B MarketingB2C EngagementOpen RatesClick-ThroughConversion RatesROISegmentationTriggered CampaignsGoogle AnalyticsContent PerformanceEngagement MetricsEmail Best Practices