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Email Marketing Statistics and Metrics
Email's ROI in 2009 was $43.52 for every dollar spent on it. - DMA (2009)
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Automated Emails

Real-time triggered campaigns such as second abandoned cart reminders have a 54 percent lift in revenue, while browse emails have a 3.4x increase in revenue. - Experian "2013 Email Market Study" (2014)

Triggered messages average 152% higher click-through rates than "business as usual" marketing messages. - EmailInstitute "3 Key Trends in Email Marketing & What to Do Now" (2013)

16% of brands begin sending regular messages one day or less after their Welcome Message; 22% send regular messages two or three days later; 36% deploy four to seven days after. 22% of brands send their regular messages more than 14 days after their Welcome Message. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

75% of brands are sending their Welcome Message the same day the subscriber opts-in. 13% send it one day after, 7% send two or three days later, and 5% send the email more than three days later. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

In 2008, 40% of brands sent a Welcome Message to their new subscribers. Today, 80% of brands send this type of message. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

41% of brands did not send any messages within the first 48 hours of subscribing. - Ciceron "The First Impressions Email Marketing Study" (2013)

39% of brands sent a welcome message; 15 of 27 companies in study did not make a good first impression. - Ciceron "The First Impressions Email Marketing Study" (2013)

Triggered messages accounted for 5.0% of total email volume in Q4 2012, 73% higher than in Q4 2011 (2.9%). - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

Triggered open rates were 70.5% higher than BAU (business as usual) in Q412. - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

Triggered click rates continued to perform well, reporting 101.8% higher than BAU. - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

The highest open rates for triggered messages were in the Financial Services CC/Banks (64.8%), Retail General (64.2%) and Travel/Hospitality Travel Services (60.5%) categories. - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

The highest triggered message click rates were in Consumer Products CPG (18.5%), Retail Apparel (14.7%) and Consumer Products Pharmaceutical (14.0%). - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

The most significant click rate differences between triggered and BAU messages were reported in Retail Apparel (+266.6%), Consumer Products Pharmaceutical (+249.5%) and Consumer Services Telecom (186.3%). - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

74.4% of consumers expect to receive a welcome email when they sign up. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

Despite relatively low volumes, trigger email campaigns accounted for 21% of email revenue. Over 75% of email revenue is now generated by alternatives to generic one-size-fits-all campaigns. - DMA "National Client Email Report" (2013)

Activity and lifecycle-based triggers produced 22% of total email marketing revenue. - DMA "National Client Email Report" (2013)

53% of marketers agree welcome messages best help to achieve their business goals, up from 15% in 2011. - DMA "National Client Email Report" (2013)

Triggered emails saw an average CTR of 10.4%, more than double the general CTR for Q1 2012, according to a study conducted by Epsilon and Email Experience Council. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

Marketers who take advantage of automation—which includes everything from cart abandonment programs to birthday emails—have seen conversion rates as high as 50%. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

80% of organizations already send automated welcome emails. - Marketing Sherpa "2012 Email Marketing Benchmark Report" (2012)

More than 60% of B2B marketers are using email for drip nurturing. - Pardot "Survey Reveals Changing Role of Email Marketing" (2012)

Only 13% of B2B companies surveyed are currently using marketing automation — and the main reason why? They simply don’t know what it is (44%). - Buyer Zone "The State of B2B Lead Generation: 2012 Results" (2012)

Businesses using marketing automation are able to manage more lead sources: they averaged 4.7 sources vs. the non-users’ 4.1. - Buyer Zone "The State of B2B Lead Generation: 2012 Results" (2012)

Such customer behaviors as registering for a webinar or downloading a white paper are the most common actions that prompt an automatic follow-up email, cited by 69% of marketers. Other actions that trigger email messages include requests for product demos (36%) and call-center interactions (15%). - BtoB "Email Marketing: A Legacy Channel Continues to Deliver" (2012)

Trigger emails sent after relevant on-site searches got 200% higher open rates and 50% higher CTR than LowFares.com's standard newsletter. - MarketingSherpa (2011)

Abandoned cart emails getting 20 times the transaction rates and revenue of standard email campaigns - Experian & CheetahMail "The remarketing report" (2010)

People who purchase after getting cart abandonment emails spend 55% more than those who buy straightaway. - SeeWhy Research (2011)

48% of US online marketers currently use triggered emails, with a further 28% planning to do so in the future. - Lyris (2010)

Mostly image based transactional emails received 50% higher clicks through rates than text based transactional emails. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Nearly six out of 10 emails (58 percent) were sent in HTML format. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Only 14 percent of transactional emails encouraged recipients to register to receive future promotional messages. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Six percent of the transactional emails received landed in recipients' junk folders. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Most companies (74%) send transactional emails within 10 minutes of order placement, with 38% being sent within 1 minute of order completion. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

44% of transactional emails did not include any form of personalization. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

Only 21% of transactional emails included promotional Content. - Silverpop "How Top Retailers Use Transactional Emails" (2009)

57% of consumers have positive view of marketing content in transactional email, so long as transaction content is readily seen and commercial information is relevant. - MarketingSherpa "Ecommerce Benchmark Guide" (2007)

75% of customers open and read transactional emails frequently or very often versus 45% for other permission commercial email. - MarketingSherpa "Ecommerce Benchmark Guide" (2007)

Of the largest online retailers that send welcome emails, 69% of them send their welcome emails in HTML, while the remaining 31% sent theirs in text-only format. - Email Experience Council/RetailEmail.Blogspot (September 2006)

Of the largest online retailers that send welcome emails, 49% of them ask the subscriber to add their email address to the subscriber's address book. - Email Experience Council/RetailEmail.Blogspot (September 2006)

Of the largest online retailers that send welcome emails, 34% of them offer a discount, reward or incentive to encourage them to make a purchase with the retailer. - Email Experience Council/RetailEmail.Blogspot (September 2006)

Of the largest online retailers that send welcome emails, 11% of them include product images or links to individual products in their welcome emails. - Email Experience Council/RetailEmail.Blogspot (September 2006)

Of the largest online retailers that send welcome emails, 31% of them include a store locator link. - Email Experience Council/RetailEmail.Blogspot (September 2006)

Of the largest online retailers that send welcome emails, 68% of them include a contact mailing address. - Email Experience Council/RetailEmail.Blogspot (September 2006)

66% of the largest online retailers send out welcome emails. - Email Experience Council/RetailEmail.Blogspot (September 2006)

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