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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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Email campaigns with a coupon had a 34% higher unique click rate & 27% higher transaction rate than emails without. - eMarketer "Not Happy with Your Email Metrics? Include a Coupon" (2014)

The average dollar amount per order driven by email is $9 lower on a mobile device, across industries ($78.96 on mobile versus $88.32 on desktops). For the retail industry, the gap shrinks to $2 ($58.64 versus $61.06). - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

The iPhone accounts for 26 percent of mobile email purchases; Android smartphones for 18 percent. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

Across industries, over 16 percent of sales driven by email happened on a mobile device. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

Of smartphone purchases originating through email, 59 percent occur on an iPhone and the remainder on Android. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

56 percent of mobile online sales originating from a marketing email take place on an iPad. - Yesmail "Email Marketing Compass: Consumer Purchase Behavior" (2013)

3.0% of emails were delivered as spam when the brand led with a special offer; 4.7% were delivered as spam when the brand did not lead with a special offer. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

In 2008, 65% of subscribers received an offer in the first message from the brand. Today, only 39% of brands are sending offers with their first message. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

Forrester Research found that "tablet owners were far more likely to travel the entire length of the purchase process on their device, while mobile phones were more focused on locating a store." - ClickZ "Mobile vs. Mobile: Tablets Outpace Smartphones as the Smart Choice" (2013)

Tablets are associated with a higher average order value (AOV) - the marketing tech company Kenshoo reported an AOV of $106 for tablet purchases vs. $97 for smartphones, which is likely because tablets can help take a customer through the entire journey from video ads to product research to conversion. - ClickZ "Mobile vs. Mobile: Tablets Outpace Smartphones as the Smart Choice" (2013)

In 2017, smartphones will account for 27.0% of retail mcommerce sales, eMarketer predicts. - eMarketer "Mobile Devices to Boost US Holiday Ecommerce Sales Growth" (2013)

This year, eMarketer predicts, tablet retail mcommerce sales will hit $26.05 billion, or 62.5% of US retail mcommerce sales overall. That's up from last year when tablets took a 56.2% share of mcommerce retail sales. - eMarketer "Mobile Devices to Boost US Holiday Ecommerce Sales Growth" (2013)

Smartphones and tablets are accounting for a greater share of total US ecommerce retail sales, according to new estimates from eMarketer and they expect that mobile's share of total US ecommerce retail sales will reach 16% in 2013. - eMarketer "Mobile Devices to Boost US Holiday Ecommerce Sales Growth" (2013)

Average orders increased in the past year - $182.92 in Q1 2013 compared to $159.93 in Q1 2012. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

Online retailers with contests on their website generated 9 times more email subscribers. - Incentivibe "Giveaway Contests: The Hidden Gem" (2013)

75.4% of consumers do not believe that it’s OK for a company to start sending you promotional emails if you have purchased something from them, but you didn’t specifically sign up to receive emails from them. - BlueHornet "2013 Consumer Views of Email Marketing" (2013)

When making decisions about what to buy, 56% of consumers rank online retail sites as the most influential digital resource in online purchasing. - Technorati Media "2013 Digital Influence Report" (2013)

67% made a purchase from a retailer as a result of a sale or promotion – and of those who made a purchase, more than half said an email from a retailer influenced their decision. - StrongMail "Email Remains the Leading Driver of Holiday Purchase Decisions" (2013)

52% of consumers receiving emails from retailers this holiday season unsubscribed from at least one. 67% reported receiving too many emails as a reason for unsubscribing. 45% were no longer interested in that retailer and their goods/services. 37% said content of the emails weren't relevant. 18% reported never subscribing for the email updates. - StrongMail "Email Remains the Leading Driver of Holiday Purchase Decisions" (2013)

56% of consumers signed up to receive email notifications from retailers this holiday season. Of those that signed up, 74% reported receiving coupons as the reason for wanting more emails; 66% reported wanting sales announcements; 39% signed up for news promotions. - StrongMail "Email Remains the Leading Driver of Holiday Purchase Decisions" (2013)

77% of those surveyed reported that email was the preferred channel of communications for promotional offers. - ExactTarget "2012 Channel Preference Survey - Report" (2013)

In a February 2012 ExactTarget study, 66% of US internet users said email influenced them to make a purchase decision. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

When consumers were asked which three actions they would most likely take when receiving an interesting email, 55% responded they might save the email for later use, 40% would bear the information in mind for later, 27% might visit the shop or retail outlet, 22% might go to the sender's website using their browser (without clicking on an email link), and 14% might go to a comparison shopping engine. - DMA "Email tracking report 2012" (2012)

With more than 66 percent of marketers currently offering or stating that they intend to or would like to offer e-receipt options to in-store shoppers, it is expected that more marketers will use e-receipts for promotional messaging in the next few months and years. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

Retailers with up-sells in e-receipts created six times higher transaction rates and eight times higher revenue per email compared with bulk mailings. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

11% of the fastest-growing online retailers in the US offer a first-purchase discount for new email subscribers on their websites. - ExactTarget "How Are Retailers Using Their Website for Customer Acquisition" (2012)

Only 5% of brick and mortar stores personalize emails based on in-store purchases. - ExactTarget "Retail Touchpoints Exposed!" (2012)

44% of brick and mortar stores connect with shoppers post-purchase via email. - ExactTarget "Retail Touchpoints Exposed!" (2012)

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30.7% of retailers surveyed send abandoned cart emails to customers. - "Abandoned Shopping Cart Email Strategies Report"

45.1% of retailers that have an abandoned cart email programs include product images - "Abandoned Shopping Cart Email Strategies Report"

32.3% of retailers that send abandoned cart emails mail them within 72 hours - "Abandoned Shopping Cart Email Strategies Report"

On Cyber Monday (2010), 77% of the top online retailers tracked by the Retail Email Blog sent their subscribers at least one promotional email, up from 71% in 2009. - Responsys "Black Friday and Cyber Monday 2010" (2010)

On Black Friday, 69% of retailers sent email, on par with last year. However, more Black Friday messaging landed in subscribers' inboxes on Thanksgiving Day this year. Sixty percent of retailers sent email on Thanksgiving Day, up from 45% in 2009. - Responsys "Black Friday and Cyber Monday 2010" (2010)

In 2009, Only 19% of the promotional emails sent by the top online retailers during the seven days ending with Black Friday mentioned Black Friday, while more than 31% of emails did during the same period in 2010. - Responsys "Black Friday and Cyber Monday 2010" (2010)

During the three days ending Cyber Monday, the percentage of retail emails referencing Cyber Monday grew only 9% compared to last year. - Responsys "Black Friday and Cyber Monday 2010" (2010)

64% of US and UK internet users want marketers to demonstrate knowledge of the types of products or services they like in email marketing messages. -e-Dialog "Manifesto for E-mail Marketers: Consumer Demand Relevance" (2010)

61% of US and UK internet users want marketers to demonstrate knowledge of the types of offers they like in email marketing messages. -e-Dialog "Manifesto for E-mail Marketers: Consumer Demand Relevance" (2010)

20% of merchants queried sent abandonment emails during the survey's tracking period in Q4, a 6% increase over the same period last year. - E-Tail Group "More Merchants Rely on Email to Minimize Cart Abandonment"(2010)

In 2009, 35% of retailers allow subscriber to reduce the number of emails they receive, up from 16% in 2008.- Smith-Harmon "Retail Email Unsubscribe Benchmark Study" (2010)

Only 16% of retailers said "Goodbye" or "Thank you" to departing subscribers in 2009. That's down from 18% in 2008.- Smith-Harmon "Retail Email Unsubscribe Benchmark Study" (2010)

39% of major online retailers require three or more clicks to opt-out, up from 7% in 2008. - Smith-Harmon "Retail Email Unsubscribe Benchmark Study" (2010)

30% of retailers send one or more emails following an unsubscribe request, up from 26% in 2008.- Smith-Harmon "Retail Email Unsubscribe Benchmark Study" (2010)

34% of client side respondents stated that email contributed to 75-100% of total company sales.- EmailStatCenter.com "Compensation & Resources Study" (2010)

31% of client side respondents said email made up less than 25% of total company sales. - EmailStatCenter.com "Compensation & Resources Study" (2010)

Email-driven sales were up 11% during the 2009 holiday season from 2008. - Experian Marketing Services "The 2010 Digital Marketer: Benchmark and Trend Report" (2010)

Emails promoting in-store visits in 2009 grew by 50%, highlighting marketers' increased usage of email for cross-channel marketing. - Experian Marketing Services "The 2010 Digital Marketer: Benchmark and Trend Report" (2010)

32% of buyers said email was their favored method for receiving product/services information, compared to 20% of marketers who believed email was a buyer's favored method.IDG Connect and MarketingSherpa (2010)

69% of online merchants in the UK anticipate their revenues from Internet sales would grow in 2010. - CyberSource "Sixth Annual UK Online Fraud Report" (2010)

65% of retailers are planning to spend more on email than originally planned. - Forrester Research and Shop.org "Retailing Online 2009: Marketing Report" (2009)

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

71% of retailers plan to send segmented emails to customers based on preferences and purchase data. - 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)

55% of retailers will use emails to highlight new product availability. - Forrester Research and Shop.org "Retailing Online 2009: Marketing Report" (2009)

53% of retailers will use emails to feature online-only promotions. - Forrester Research and Shop.org "Retailing Online 2009: Marketing Report" (2009)

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

86% of e-tailer websites tested allowed an email with .cmo to pass through without an error message. - FreshAddress "Email Address Validation Study" (2008)

On average, 63.4% of invalid email addresses entered on e-tailer website registration pages are accepted - FreshAddress "Email Address Validation Study" (2008)

Estimated average net revenue NEVER realized per year by e-tailers with ineffective email validation on their websites: $ 6,808,871 - FreshAddress "Email Address Validation Study" (2008)

No website e-tailer blocked greater than 37% of the invalid email addresses tested. - FreshAddress "Email Address Validation Study" (2008)

No websites offered a correction to consumers for common spelling errors. - FreshAddress "Email Address Validation Study" (2008)

None of the e-tailer websites tested failed to flagged common typos (ex: "yaho.com"), dead domains (ex: "attbi.com"), and suspect emails (ex: "test@test.com"). - FreshAddress "Email Address Validation Study" (2008)

24% of e-tailer websites tested allowed an email with a double period (.) to pass through without an error message. - FreshAddress "Email Address Validation Study" (2008)

12% of e-tailer websites tested allowed an email with a double @-sign to pass through without an error message. - FreshAddress "Email Address Validation Study" (2008)

Only 66% of retailers use their opt-out processes to engage subscribers in order to address the issue causing them to want to opt out. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Unsubscribe Benchmark Study" (2008)

Only 9% of major online retailers employ a one-click unsubscribe process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Unsubscribe Benchmark Study" (2008)

86% of retailers honored opt-outs within 3 days. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Unsubscribe Benchmark Study" (2008)

3% of retailers had their opt-out processes fail. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Unsubscribe Benchmark Study" (2008)

73% of retailers sent no more emails after receiving an opt-out request. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Unsubscribe Benchmark Study" (2008)

16% of retailers give those trying to opt-out an opportunity to reduced the frequency at which they receive emails. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Unsubscribe Benchmark Study" (2008)

17% of retailers solicited feedback from those that had opted out. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Unsubscribe Benchmark Study" (2008)

4% of retailers were in violation of the CAN-SPAM Act of 2003 by either failing to honor opt-outs or taking longer than 10 business days to do so. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Unsubscribe Benchmark Study" (2008)

72% of major online retailers send out welcome emails. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

Retailers' Welcome Emails Content:
  • 98% contain a link to their shopping site
  • 33% contain a link containing store locators
  • 14% contain a link to catalog information
  • 14% contain a link to "request a catalog"
  • 12% contain a link included a shopping site search box
  • 11% contain a link contained a link to a registry
  • 9% contain a link to articles and other content
  • 8% contain a link to gift card offerings
  • 8% offer to send you other email newsletters
  • 7% contain a link to the retailer's loyalty program
  • 7% contain a send-to-a-friend link or language
  • 6% contain a subscribe link to capitalize of welcome emails that are forwarded to friend and family
  • 2% contain a refer-a-friend link
  • - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)
58% of retailers' welcome emails were CAN-SPAM compliant. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

26% of retailers' welcome emails didn't include their mailing address. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

26% of retailers' welcome emails didn't include a unsubscribe link. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

42% of retailers' welcome emails included a contact phone number. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

26% of retailers' welcome emails included an email address. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

13% of retailers' welcome emails included all three methods of communication. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

15% of retailers' welcome emails don't include any contact information. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

61% of retailers delivered their welcome email within 10 minutes of signing up; 19% took more than a day to deliver. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

32% of welcome emails included a discount, reward or incentive, down from 24% last year. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

62% of welcome emails asked the subscriber to whitelist them by adding an email address to their address book, up from 49% last year. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

79% of retailers sent out HTML welcome emails, up from 69% last year. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

53% of welcome emails included links to their retailer's privacy policy, up from 45% last year. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

38% of retailers don't mention privacy during sign up or in their welcome email. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

98% of retailers' welcome emails have recognizable sender addresses. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

75% of the welcome emails include the retailer's brand name in their subject lines. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

78% of welcome emails explained the benefits of signing up. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

9% of retailers offered subscribers rewards or incentives during the subscription process. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

84% of retailers' welcome emails said either "Welcome" or "Thanks/Thank You" in the subject line. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

19% of retailers' welcome emails mention a discount, reward or incentive in the subject line. - Email Experience Council, "2007 Retail Email Subscription Benchmark Study" (2007)

Email is delivering sales at an average cost per order of less than $7, compared to $71.89 for banner ads, $26.75 for paid search and $17.47 for affiliate programs. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

91% send email to a house list as a marketing tactic. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

88% said email it has increased as a priority in 2007. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

The average click-through rates of email is 11%. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

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

Average spending on email marketing to house files was $311,196 (10% of companies' online marketing budgets). - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

Most marketers send email to their customers once a week. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

The average marketer sends 64 messages to their customers a year. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

The average house list in 2006 was 2.4 million names, compared to 1.6 million the year before. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

The most popular types of email sent were purchase and shipment confirmations, with 87% and 81% of those surveyed saying they send them. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

The most popular and effective emails are those that tout online-only promotions, with 71% of those surveyed saying they use the tactic and 66% rating it as "very effective." - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

The second most popular and effective by the companies surveyed was segmented email to groups of customers based on stated preferences or purchase data, with 63% saying they use the tactic and 60% rating it as very effective. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

Email customized based on customer behavior or purchase data got relatively low marks with 28% of those surveyed saying they employ the tactic and 24% rating it as very effective. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

Another top email promotion is new-product announcements with 73% of those surveyed saying they use it and 51% rating it as very effective. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

One of the lowest-rated types of emails were those following shopping cart abandonment, with 17% saying they use it and 13% rating it very effective. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

Other messages getting low marks were those promoting partners, with 29% of those surveyed saying they use the tactic and 9% rating the tactic as very effective. - Shop.org, State of Retailing Online 2007 report (Sept. 2007)

25% of online shoppers surveyed said they sign up for an alert to be emailed when the item that is currently out of stock became available. - e-tailing group and BetweenMarkets, "The Online Inventory Impact Survey" (2007)

Almost 50% of major online retailers address privacy concerns during email subscription process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Nearly 12% of major online retailers offer a sample of their newsletter(s) during email subscription process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

28% of major online retailers offer more than one content selection during the email subscription process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Nearly 6% of major online retailers offer a local store update. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Less than 7% of major online retailers give subscribers any kind of idea how many emails to expect. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Nearly 12% of major online retailers offer plain-text versions of their newsletter during the sign-up process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Only 3% of major online retailers use a double opt-in subscription process. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

Only 92% of retailers have an email sign-up form or link on their homepage. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

More than 43% of retailers allow customers to sign up for email with one click from their homepage. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

The subscriber's name (31%) and zip code (18%) were the two most often required pieces of information. - Email Experience Council/RetailEmail.Blogspot, "Retail Email Subscription Benchmark Study" (July 25, 2007)

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)

Major online retailers sent out an average of 1.7 emails per week to subscribers during the 16 weeks ended May 25. - Email Experience Council/RetailEmail.Blogspot, "Retail's Email Frequency Outliers" (May 2007)

Nearly 10% sent more than twice as many emails as the group average, while nearly 20% sent less than half the group average. - Email Experience Council/RetailEmail.Blogspot, "Retail's Email Frequency Outliers" (May 2007)

34% of the retailers tracked by Email Experience Council's strategic arm, RetailEmail.Blogspot, have used animation in at least one email over the past seven months or so. - Email Experience Council, "Animation in Retail Emails Study" (June 2007)

94% of the retailers tracked by Email Experience Council's strategic arm, RetailEmail.Blogspot, that have used animation in their emails over the past seven months or so used animated gifs rather than Flash or bit maps. - Email Experience Council, "Animation in Retail Emails Study" (June 2007)

68 percent of consumers said they were prompted to browse a Web site after receiving an email from a retailer. - RightNow Technologies "Online Retail Report" (2007)

73 percent of consumers said they would appreciate any post-purchase follow up. - RightNow Technologies "Online Retail Report" (2007)

48 percent of consumers said they have increased shopping online "a great deal" or "somewhat" in the past five years. - RightNow Technologies "Online Retail Report" (2007)

42 percent of consumers said they would prefer to be able to find the answers they need online by themselves if they had a question or needed help during an online shopping experience. - RightNow Technologies "Online Retail Report" (2007)

94.5% of online merchants are building bigger opt-in lists than a year ago.
- Internet Retailer (2007)

64.7% of online merchants are conducting more email campaigns than a year ago. - Internet Retailer (2007)

65.2% of all retailers will increase the size of their opt-in email lists between 10.1% and 40% this year;
4% of all retailers expect to grow their file between 40.1% and 50%;
22.4% of all retailers expect to grow their file by more than 50%;
8.4% of all retailers expect to grow their file say their list will expand by less than 10%. - Internet Retailer (2007)

28.8% of merchants in the survey maintain an opt-in list of fewer than 5,000 names;
22.6% maintain an opt-in list of 5,001 to 30,000 names;
14.4% maintain an opt-in list of 30,001 to 100,000 names;
19.9% maintain an opt-in list of 101,000 to 750,000 names;
2.1% maintain an opt-in list of 750,000 to 1 million names;
12.2% maintain more than 1 million names in their email lists.
- Internet Retailer (2007)

40.2% of all merchants are delivering between 90.1% and 100% of their email messages; 19.1% are delivering 80.1% to 90%. - Internet Retailer (2007)

16.3% report a delivery rate of 50% to 55%;
9.6% report between 55.1% and 70%;
14.8% between 70.1% and 80%. - Internet Retailer (2007)

24.2% of web merchants have an email open rate greater than 25%;
2.8% have open rates of 19.1% to 25%;
13.5% have open rates of between 15.1% and 19%;
17.4% have open rates of from 5.1% to 15%;
11.4% have open rates of between 1% and 5%;
20.8% don't know or say their open rate is less than 1%. - Internet Retailer (2007)

17.1% reported email click-through rates of 15.1% or more;
51.8% report click-through rates of 2.51% to 15%;
10.3% report click-through rates fewer than 2.5%;
20.8% that don't know their click-through rates. - Internet Retailer (2007)

47.8% of online merchants list increasing web sales as their main objective in 2007. - Internet Retailer (2007)

17.2% of online merchants who see customer retention as the top goal in 2007.
- Internet Retailer (2007)

12.7% of online merchants use email to attract new shoppers.
- Internet Retailer (2007)

19.7% of online merchants who want more multi-channel customers or higher tickets and conversions though email in 2007. - Internet Retailer (2007)

79.1% of online merchants feature the company name prominently in the "from" line of the message. - Internet Retailer (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)

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)

56.6% of online retailers segment their email lists, compared with 43.4% that do not use segmentation. - Internet Retailer (2007)

63.3% of online merchants use a third-party (email) service provider vs. 36.7% that do the job in-house. - Internet Retailer (2007)

60% of online retailers conduct between one and three campaigns each month;
32.8% coordinate four to 15 campaigns each month;
7.2% conduct more than 15. - Internet Retailer (2007)

49.6% of online merchants maintain that email marketing performs better than other forms of marketing, including paid search, search engine optimization, direct mail and affiliate marketing. - Internet Retailer (2007)

Email generates 1% to 2.5% of sales for 18.7% of all retailers in the survey.
- Internet Retailer (2007)

Email generates 2.51% to 15% of revenue for 37.4%. - Internet Retailer (2007)

20.4% of chain retailers, catalogers, virtual merchants and consumer brand manufacturers also cite email as generating more than 15.1% of their total revenue. - Internet Retailer (2007)

11.1% of online merchants count on email messages and campaigns to drive more than 25% of total sales. - Internet Retailer (2007)

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