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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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89% of retailers cited email is the most mentioned successful tactic overall.- Forrester Research and Shop.org "Retailing Online 2009: Marketing Report' (2009)

33% of permission-based email recipients say they usually visit sites directly, instead of clicking on an email link. - Epsilon (2009)

67% of subscribers say they've purchased products offline as a direct result of receiving an email from a retail company. - Epsilon (2009)

As a direct result of receiving email, 82% of respondents accessed their account via online customer service. - Epsilon (Oct 2008)

As a direct result of receiving email, 71% of respondents researched a specific offer online. - Epsilon (Oct 2008)

As a direct result of receiving email, 63% of respondents clicked a link in the email to learn more. - Epsilon (Oct 2008)

As a direct result of receiving email, 58% of respondents gathered competitive information. - Epsilon (Oct 2008)

As a direct result of receiving email, 42% of respondents typed or copied a URL directly into their browser. - Epsilon (Oct 2008)


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44% of email users said email inspired at least one online purchase and 41% said it prompted at least one offline purchase. - JupiterResearch's The Social and Portable Inbox (2008)

66% of those surveyed said they had made a purchase because of a marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008)

Consumers who subscribed to email newsletters generated 34.25% more product sales. - MarketingSherpa in association with ConAgra Foods (2007)

Half of all consumers surveyed have made a purchase as a result of an email solicitation, and 16% did so from messages found in their spam folders. - Endai Worldwide (2007)

The average order-conversion rate of email is 6%. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

62% of online merchants pay strict attention to the overall size of their messages and promotions. - Internet Retailer (2007)

29.5% of online merchants don't know their conversion rates from emails.
- Internet Retailer (2007)

4.5% of online retailers have a conversion rate from emails of more than 10%;
27.9% have conversion rates under 1%;
25.4% have conversion rates of 1.1% to 4%;
12.7% have conversion rates of 4.1% to 10%. - Internet Retailer (2007)

73% said they'd made an online purchase as a result of receiving an email offer. - Epsilon (2007)

Another 86% made an in-store purchase as a result of receiving an email. - Epsilon (2007)