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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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Deployment Times

Thursday was the top day for all metrics: percentage sent, open rates and CTR. - Email on Acid "Open Rate Optimization: Is There a ‘Perfect’ Time to Send Your Email?" (2014)

The hours between 2-5pm are the most active hours of email opens by time of day. - Email on Acid "Open Rate Optimization: Is There a ‘Perfect’ Time to Send Your Email?" (2014)

According to the Econsultancy/Adestra Email Marketing Industry Census 2013, only half of businesses (49%) are currently testing the time and day of their email messages. - Adestra "2013 Email Marketing Industry Census" (2014)

Most marketing emails were opened in the first quarter of the year, but that the highest click rate was in the fourth quarter. - eMarketer "Consumers Click on Marketing Emails Most on Friday" (2013)

Consumers opened a whopping 19.6% of Friday marketing emails, giving that day the second highest email open rate of the week. - eMarketer "Consumers Click on Marketing Emails Most on Friday" (2013)

Out of the five days of the work week, marketers sent the fewest number of emails on Friday—just 14.9%. - eMarketer "Consumers Click on Marketing Emails Most on Friday" (2013)

Consumers opened 19.9% of the marketing emails received on Tuesday, more than they do any other day of the week. - eMarketer "Consumers Click on Marketing Emails Most on Friday" (2013)

Friday’s worldwide marketing email click rate is 4.9%. - eMarketer "Consumers Click on Marketing Emails Most on Friday" (2013)

Friday - Sunday accounted for a higher % of renders among tablet users (35.8%) than desktop and smartphone users. - Hardland Clarke Digital "Getting Digital: Engagement Habits of Today's Email Recipient" (2013)

Wednesday accounted for the highest % of emails sent (26.9%) and the lowest render rate (15.6%). Saturday accounted for the lowest % of emails sent (5.5%) and the highest render rate (32.5%). - Hardland Clarke Digital "Getting Digital: Engagement Habits of Today's Email Recipient" (2013)

Desktop & smartphone email opens happened most often between 10am- 4pm. Tablets had greatest % of opens 6pm-10pm. - Hardland Clarke Digital "Getting Digital: Engagement Habits of Today's Email Recipient" (2013)

36% of respondents said they check emails, text messages, social media and voice mail as soon as they wake up every day, while 75% check messages at least once before they head out the door to work. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

72% of respondents read email when they are bored. 67.1% check it at their desk, and 57% when they are at lunch. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

71.8% of consumers report they typically read their personal email throughout the day. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

For weekdays, Monday had the highest revenue per mail, but Friday had the higher click rate. - Experian "Q4 2012 Quarterly Benchmark Study" (2013)

Deploying emails between 8:00 PM and 11:59 PM and midnight to 4:00 AM proved to have the highest response rates in all areas, yet also had the lowest percent of email volume. - Experian "Q4 2012 Quarterly Benchmark Study" (2013)

Emails deployed on Saturdays and Sundays had the highest open, unique clicks, transaction rates and revenue per email, yet had the lowest volume deployed compared to other days of the week. - Experian "Q4 2012 Quarterly Benchmark Study" (2013)

Both marketers (76%) and consumers (69%) favor email as their first online "check" of the day. - ExactTarget "Marketers from Mars" (2013)

Emails sent in the morning resulted in the highest open rates at 39.2% while mid-afternoon reported the highest click rates at 21.0%. - Informz "2012 Association Email Marketing Benchmark Report" (2012)

14% of all opens and clicks on a mobile device occurred from 6 a.m. to 8 a.m. The second-biggest peak, at 12% share, occurred between 6 p.m. and 8 p.m. - TailoredMail "2012 Email Marketing Trends" (2012)

A study revealed top engagement times for email campaigns include 8 a.m. – 10 a.m. and 3 p.m. – 4 p.m. Deploying at these times can increase their average open rates and CTR by 6%. - GetResponse "Best Time To Send Email" (2012)

23.63% of all email opens occur within the first hour after delivery. Within the second hour, the results drop by half. Within the third hour, the results drop by another 30%. Five hours after delivery, the results drop more than 90%. - GetResponse "Best Time To Send Email" (2012)

Almost 40% of all messages are sent between 6 a.m. and noon. This can result in inbox clutter, and significantly decrease results for these emails. - GetResponse "Best Time To Send Email" (2012)

Email traffic is at its highest on Thursdays (16% of emails are sent on this day). The days with the lowest amounts of traffic include Saturday and Sunday. However, the corresponding engagement metrics for messages sent on particular days (open ratio and CTR) show that subscribers are most active from Monday to Friday, leaving weekends free for other activities. - GetResponse "Optimizing Your Campaigns: Best Days to Send Emails" (2012)

44% of respondents agree that sending emails on Tuesday results in better open rates. - Pardot "The Changing Role of Email Marketing" (2012)

53% have had the most success sending emails between 8 a.m. and 12 p.m. - Pardot "The Changing Role of Email Marketing" (2012)

53% say that Friday is the worst day for email open rates. - Pardot "The Changing Role of Email Marketing" (2012)

20% of marketers forget about time zones when planning campaigns. - Pardot "The Changing Role of Email Marketing" (2012)

50% of B2B and B2C said that determining the best time to send emails is an email tactic that works particularly well. -Silverpop "Exploring the Differences and Similarities of B2C and B2B Marketing Tactics" (2010)

People are receptive to marketing emails during the first hour of their work day. Pure360 reports 16.5% of emails in the study were opened between 9 a.m. and 10 a.m.. - Pure360 (2009)

42.6% of financial emails were opened after lunch, indicating that workers are more receptive to so-called bigger-picture or life-changing messages in the afternoon. - Pure360 (2009)

The most popular email day of the year for retailers, based on percent of retailers tracked via RetailEmail.Blogspot
  • Dec. 26, 2006, Tuesday, the day after Christmas - 53.1%
  • Dec. 11, 2006, Monday, 14 days before Christmas - 49.0%
  • Dec. 15, 2006, Friday, 10 days before Christmas - 45.9%
  • Dec. 18, 2006, Monday, 7 days before Christmas - 44.9%
  • April 17, 2007, Tuesday, Tax Day - 43.7%
  • Nov. 27, 2006, Monday, the Monday after Thanksgiving Day (Cyber Monday) and 28 days before Christmas - 43.7%
  • Dec. 4, 2006, Monday, 21 days before Christmas - 42.1%
  • Dec. 8, 2006, Friday, 17 days before Christmas - 42.1%
  • April 24, 2007, Tuesday, 19 days before Mother's Day - 40.2%
  • June 5, 2007, Tuesday, 12 days before Father's Day - 40.0%

  • - Email Experience Council/RetailEmail.Blogspot,
    "The Most Popular Email Days of the Year For Retailers" (July 12, 2007)
Tuesday was retailers' favorite day to email, followed by Thursday, Monday, Friday, Wednesday, Sunday and Saturday. While 33% of retailers email on Tuesdays, only 8% sent emails on Saturdays. - Email Experience Council/RetailEmail.Blogspot, "Choosing The Best Day Of The Week To Email" (July 5, 2007)

The highest open rates (read rates) during Q2 2007 were Wednesday (27%), Monday (26%) and Thursday (26%). - eROI, "Email Marketing Statistics By Day and Time" (July 2007)

The highest click through rates during Q2 2007 were Wednesday and Thursday (5%).- eROI, "Email Marketing Statistics By Day and Time" (July 2007)

11am and 4pm scored the highest marks for business hour open rates (30%) and click through rates (5%).- eROI, "Email Marketing Statistics By Day and Time" (July 2007)

The highest peaks for read rates were 9 p.m. and 11 p.m.--with rates of 40% and 45%, as compared with workday rates between 24% and 30%. - eROI, "Email Marketing Statistics By Day and Time" (July 2007)

Click-through rates were between 4% and 5% during the workday, peaking at 7% at both 9 p.m. and 4 a.m. - eROI, "Email Marketing Statistics By Day and Time" (July 2007)

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