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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 is expected to grow to $12 billion by 2016 and email traffic is estimated to grow to over 192 billion emails sent per day by 2016. - The Radicati Group, Inc. "Email Market, 2012-2016" (2014)

A new Yesmail study shows revenues per click on mobile marketing emails exceeded those on desktop, at $7.14 vs. $3.26. - ClickZ "Email Blows Social Media Out the Door -- Any More Questions?" (2014)

60% of marketers agree email marketing is producing ROI for their organization. 32% believe it will eventually produce ROI. - MarketingSherpa "Email Marketing Benchmark Survey" (2013)

Revenue per email held steady year-over-year at $0.12. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

74% of email marketers report having an “excellent” or “good” ROI, compared to just 37% who do not test. - Econsultancy/Adestra "Email Marketing Industry Census 2013" (2013)

In 2013, 41% of marketers confirm inbound produces measurable ROI, and a staggering 82% of marketers who blog see positive ROI for their inbound marketing. - HubSpot "2013 State of Inbound Marketing Report" (2013)

A surprising 34% of businesses cannot or do not calculate overall inbound marketing ROI in 2013. - HubSpot "2013 State of Inbound Marketing Report" (2013)

U.S. inbound marketers spending more than $25K per year save an average of 13% in overall cost per lead and more than $14 dollars for every new customer acquired versus those relying on outbound strategies. - HubSpot "2013 State of Inbound Marketing Report" (2013)

Revenue per email increased from $0.13 to $0.14 year-over-year, an 8 percent increase. Revenue per email on a quarter-over-quarter basis was up 30%. - Experian "Q4 2012 Quarterly Benchmark Study" (2013)

60% of respondents said that email marketing is producing ROI for their organization; 32% believe it will eventually produce an ROI. - MarketingSherpa "2013 Email Marketing Benchmark Report" (2013)

61% of respondents said they were able to calculate their revenue produced from email marketing, whereas 34% do not know how. - DMA "National Client Email Report" (2013)

54% of organizations generate 20% or more of overall revenue through email marketing. - DMA "National Client Email Report" (2013)

Email marketers estimate 30% of email revenue derives from targeting to specific segments; activity and lifecycle-based triggers produced 22% of total email marketing revenue. - DMA "National Client Email Report" (2013)

For 21% of respondents, email marketing accounts for 60% or more of all digital business revenue. - DMA "National Client Email Report" (2013)

DMA data supports the common marketing belief that it’s more cost-effective to cultivate existing customers than to find new ones. The median return on investment for customer emails was $28.50, compared to a mean customer acquisition cost of $55.24. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

73% of digital marketers surveyed track ROI measurements. - Lyris "The Lyris Digital Optimizer Report" (2012)

The top two ways to measure email marketing ROI is by counting the number of email clicks or conversions (55%) and counting the number of email opens (33%). - Lyris "The Lyris Digital Optimizer Report" (2012)

70% of email marketing companies rate email as 'excellent' or 'good' for return on investment. - Econsultancy "Email Marketing Census 2012" (2012)

Only 37% said they use cross-sell and up-sell programs to boost revenue from existing customers. - MarketingProfs "Three Cross-Sell and Up-Sell Tactics to Boost Email Marketing ROI" (2012)

The majority of marketers that were using ROI metrics—69%—reported an increase in total marketing revenue thanks to marketing automation, compared to only 19% who used traditional, non-financial metrics. - Chief Marketer "ROI Metrics Key to Marketing Automation Success" (2012)

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Email is bringing in $40.56 for every dollar spent on it in 2011, compared to catalogs' ROI of $7.30, search's return of $22.24, Internet display advertising's return of $19.72 and mobile's return of $10.51. - Direct Marketing Association "Power of Direct" (2011)

Commercial email is expected to drive $63.1 billion in sales in 2011, compared to $57.8 billion in 2010, according to the study. - Direct Marketing Association "Power of Direct" (2011)

The DMA projects email to drive $67.8 billion in sales in 2012 and $82.2 billion in sales in 2016. - Direct Marketing Association "Power of Direct" (2011)

The vast majority of responding companies (72%) rate email as 'excellent' or 'good' for return on investment. - Econsultancy "Email Marketing Census 2011" (2011)

70% of email marketers say they don't have enough staff to prove ROI. - EmailStatCenter.com "Compensation & Resources Study" (2010)

44% of email marketers measure their email program using "customer engagement" as a yardstick. - ClickZ (2010)

Twenty-three percent of email marketers said that factors that contribute to revenue (like engagement) matter. - ClickZ (2010)

Revenue - the bottom line - was the goal for 21% of those email marketers surveyed. - ClickZ (2010)

Anniversary emails see an average ROI of $0.66, while birthday emails see an average ROI of $0.51 per email. -Experian Marketing Services "The Birthday and Anniversary Report" (2010)

Consumers who receive both email and direct mail on average contribute about $17 in revenue and $4 in margin per household.- Merkle "Driving Successful Email and Direct Mail Integration" (2010)

Consumers who only receive email contribute an average of a little more than $15 in margin and a little less than $4 in margin per household.- Merkle "Driving Successful Email and Direct Mail Integration" (2010)

'Social media ROI' was an important buzzword for 36% of executives. - Anderson Analytics and Marketing Executives Networking Group "Marketing Trends Report 2010" (2010)

58% of US Marketing Executives feel 'Marketing ROI' is currently the most important buzzword/trend to pay attention to. - Anderson Analytics and Marketing Executives Networking Group "Marketing Trends Report 2010" (2010)

Less than one in five marketers (16%) measured their social media ROI in 2009. Mzinga and Babson Executive Education (2010)

Email marketing will generate an ROI of $43.52 in 2009. DMA (2009)

42% percent of email marketers do not know their return on investment from email marketing. Econsultancy and Adestra. Email Census (2009)

For every dollar spent on email marketing in 2009, marketers can expect an estimated $43.62 ROI. - DMA (2008)

Email's ROI in 2008 was $45.06 for every dollar spent on it. - DMA (2008)

Email drove an average of $0.14 in revenues per delivered message. - Epsilon "Q3 2008 Email Trends and Benchmark" (Jan 2009)

Email presently generates 21.6% of total revenue from campaigns. - Direct Marketing Association "The Integrated Marketing Media Mix" (2008)

54% of respondents in a consumer survey said they had a more favorable opinion of the companies that send them email. - Epsilon (Oct 2008)

44% of respondents in a consumer survey said that email from financial services companies make them feel more loyal towards the companies and their products - Epsilon (Oct 2008)

Email is currently driving an average of 16 cents in transactions per message delivered. - Epsilon "Q1 2008 U.S. Email Trends and Benchmark Results" (2008)

Almost half of interactive marketers surveyed say their organization struggles to prove the ROI of its efforts, while 7 in 10 say there are understaffed to do so. - Forrester Research (2008)

55 percent of the respondents cite that they expect ROI from email to be higher than any other channel. - Datran Media, "Marketing & Media Survey" (2008)

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)

For every dollar spent on email marketing in 2007, marketers can expect an estimated $48.29 ROI. - DMA (2007)

The email marketing industry is a $3 billion industry in the U.S. in 2007 - $456 million for email-generated advertising revenue, $1.15 billion for all the technology, agency, consultant, service providers out there, and $1.35 billion for the lead-gen portion. Bill McCloskey, EmailInsider (2007)

The Direct Marketing Association (DMA) estimates that in 2007 U.S. marketers will spend $500 million on email marketing to generate $21.9 billion in sales, an 18.3% increase in email marketing expenditures over 2006. - DMA (2007)

83% of marketers surveyed said that they thought 2007 ROI for email will increase over last year. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (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)

73% of chain retailers, catalogers, virtual merchants and consumer brand manufacturers taking part in Internet Retailer's latest monthly survey - this one on email marketing - spend 5% of their marketing budget or less on email marketing.
- Internet Retailer (2007)

50.6%, report that 6% or more of their sales come from email marketing.
- Internet Retailer (2007)

25% say the proportion is over 11%. - Internet Retailer (2007)

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