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Copy / Content
For advertising-oriented lists, 57% of marketers surveyed said that "emailing unique content by segment" produced routinely justifiable results. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)
Emails with 20 or more links got about twice as many clicks as those with fewer links. - MailerMailer (2008)
53% of consumers say email is irrelevant - David Daniels, Vice Presidnet, JupiterResearch (Dec. 2007)
40% of small businesses execs want to see "how-to" type of content in their (email) newsletter. - Bredin Business Information (2007)
When asked why recipients stopped subscribing to opt-in emails, more than one-half said the content was no longer relevant, and 40% said they were getting too many offers. - JupiterResearch (2007)
26% of small businesses execs want to see topics about strategy and leadership in their (email) newsletter. - Bredin Business Information (2007)
Over 40% of the respondents cited "a good offer or deal" as the most important factor in their decision to make an online purchase. - Endai Worldwide (2007)
One quarter of the respondents was most drawn to buy because the product offering was of interest to them. - Endai Worldwide (2007)
Over 21% indicated that the emails they open and buy from are about something they're "specifically interested in." - Endai Worldwide (2007)
63.7% of online merchants believe they are creating the right mix of graphics and content to attract customers. - Internet Retailer (2007)
64% of online merchants keep key points of content high up in the body of the message. - Internet Retailer (2007)
26.6% of online customers use preview panes (instead of look at your whole email). - MarketingSherpa (2007)
64% of people who are offered preview panes start using them as their default. - MarketingSherpa (2007)
69% of at-work email users usually view emails in their preview panes. - MarketingSherpa (2007)
80% of at-work users in the US rely on Outlook, which offers preview panes. - MarketingSherpa (2007)
38% of online consumers now use preview pane 'capable' email clients. - MarketingSherpa (2007)
64% of people who are offered preview panes start using them as their default. - MarketingSherpa (2007)
59% of online customers routinely block images. - MarketingSherpa (2007)
51 - average number of seconds allocated to a newsletter after opening. - Jakob Nielsen (2006)
19 - percent of newsletters participants fully read. - Jakob Nielsen (2006)
Users spend 15-20 seconds on each email they open. - EmailLabs (2006)
Promotional emails get about 15 seconds. - MarketingSherpa (2006)
Readers spend an average of 51 seconds with email newsletters, typically skimming the contents. - Nielsen Norman (2006)
19% of newsletters are read fully. - Nielsen Norman (2006)
Engaging your audiences in more relevant communications (such as email) increases net profits by an average of 18 times more than broadcast mailing. - Jupiter Research (2006)
The majority of email marketers are failing to use email as a relevant marketing tool. Research found relevant messages can lead to almost as many sales as free or discounted shipping offers. - Jupiter Research VP and research director David Daniels (2006)
44% of marketers surveyed believe the biggest challenge in email is providing relevant content. - eMarketer (2006)
46% of internet users say commercial emails they receive are not targeted to their needs. - eMarketer (2006)
Free offer landing pages get 6-11% conversion rates. - MarketingSherpa (2006)
Ecommerce landing pages get 2% conversions. - MarketingSherpa (2006)
7 out of 10 marketers report regularly testing subject lines. - MarketingSherpa, Email Marketing Benchmark Guide 2006
62% test copy. - MarketingSherpa, Email Marketing Benchmark Guide 2006
Link placement, personalization and the "From" line are tested by 46% of marketers. - MarketingSherpa, Email Marketing Benchmark Guide 2006
39% test the offer. - MarketingSherpa, Email Marketing Benchmark Guide 2006
Newsletter-style layout for promotional emails generated average click rates of 7.1 percent, compared to average click rates of 6.2 percent for single-image "postcard-style" messages. - Silverpop (2006)
Six to ten links within an email generate the highest number of clicks. - Silverpop (2006)
Most B2C companies include navigation bar on the top of the email but ones that include it in the left side of the email have better response rates. - Silverpop (2006)
38% of B2C companies include lifestyle photography/images in their emails. - Silverpop (2006)
Click through rates were higher for B2C email campaigns that featured lifestyle images that those without. - Silverpop (2006)
60 percent of people who read an email only see or read 50 percent of the message. - Jeanniey Mullen ClickZ (2006)
54 percent of respondents saying they clicked on a link in an email because the product or service interested them. - Jupiter Research (2006)
40 percent do so when copy piqued their interest. - Jupiter Research (2006)
35 percent are influenced by the subject line. - Jupiter Research (2006)
12 percent of respondents say a single large image influenced their decision to click. - Jupiter Research (2006)
9 percent are influenced by several smaller images. - Jupiter Research (2006)