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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 Response Metrics

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Benchmarks

Average Open Rate: 27.4%
Average Click-Through Rate: 4.5%
Average Delivery Rate: 96%
- Epsilon Q4 2012 Email Trends and Benchmark (March 2013)

Other Response Metrics
Canadian -- Australian -- Benelux -- Non-Profit -- Conversions


86.2% of US agency and marketing executives said that engagement was a priority for their company. - eMarketer "Better Measurement, Metrics Needed for Engagement" (2014)

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)

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)

Real-time triggered campaigns such as second abandoned cart reminders have a 54 percent lift in revenue, while browse emails have a 3.4x increase in revenue. - Experian "2013 Email Market Study" (2014)

Personalized promotional emails sent during 2013 had 26% higher unique open rates and 41% higher unique click rates than non-personalized mailings. - Experian "2013 Email Market Study" (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)

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)

Click-to-open rates are highest among CPG, retail apparel, and consumer publishing. - EmailInstitute "3 Key Trends in Email Marketing & What to Do Now" (2013)

Triggered messages average 152% higher click-through rates than "business as usual" marketing messages. - EmailInstitute "3 Key Trends in Email Marketing & What to Do Now" (2013)

The read rate for those who message subscribers less than weekly had a 26% read rate; those that delivered more than once-a-week or weekly had a read rate of 20%. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

16% of emails were read that included personalization. 22% of emails read did not included personalization. - ReturnPath "The Email Subscriber Experience 2008-2013" (2013)

Nearly one in three emails sent in North America during Q1 2013 were opened, the highest number in recent history. - eMarketer "Email Benchmarks: Key Metrics and Trends for 2013" (2013)

60% of readers who save email to read later never go back to it. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

Email rose by 11.6% in Q1 2013 compared to Q1 2012. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

Multi-Channel Retailers had the highest gain in volume as 70% of brands increased mailings in Q1 2013. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

In Q1 2013, total and unique open rates both increased 9.7% from Q1 2012. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

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

Bounce rates were significantly better in Q1 2013 at 1.9% compared to Q1 2012 at 3.0%. - Experian "Q1 2013 Quarterly Benchmark Study" (2013)

The median open rate for emails in the United States for 2012 was 16.5%. - Silverpop "2013 Email Marketing Metrics Benchmark Study" (2013)

The best-performing quartile in 2012 experienced unique open rates of 34.7%, compared to the bottom quartile that came in at 8.2%. - Silverpop "2013 Email Marketing Metrics Benchmark Study" (2013)

Average open rate in 2012 was 35% in the United States; click rates were at an average of 17%. - Informz "2013 Association Email Marketing Benchmark Report, Part I: Key Metrics" (2013)

Emails with 70 or more links experienced the highest click-through rates at 28%. - Informz "2013 Association Email Marketing Benchmark Report, Part I: Key Metrics" (2013)

Subject lines with less than 10 characters had the highest open rate at 51%. - Informz "2013 Association Email Marketing Benchmark Report, Part I: Key Metrics" (2013)

For the third consecutive quarter over 50% of the average brand's opt-in email list had no activity. - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

Open rates increased both quarter over quarter in 2012 (+0.6%) and year over year (+10.6%), resulting in an overall open rate of 27.4%. - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

Industries with the highest open rates in 2012 were with Financial Services/CC Banks (39.3%), Retail General (36.7%) and Travel/Hospitality Travel Services (31.2%). - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

The highest click to open rates were in Consumer Products CPG (39.5%), Consumer Publishing/Media General (33.1%) and Financial Services General (22.6%). - Epsilon "Q4 2012 Email Trends and Benchmarks" (2013)

Unique open rates were up year-over-year by 12.8 percent in 2012. - Experian "Q4 2012 Quarterly Benchmark Study" (2013)

Unique click and transaction rates matched those seen in Q4 2011. - Experian "Q4 2012 Quarterly Benchmark Study" (2013)

Just over half of respondents reported open, click and conversion rates improved in 2012. Even more expect their numbers to improve in 2013. Only less than 12% reported any decline in these metrics. - DMA "National Client Email Report" (2013)

51% of marketers agree their open rates have increased in the past year, up from 43% in 2011. - DMA "National Client Email Report" (2013)

63% of marketers believe both click rates and conversion rates are most important in helping to achieve business goals. - DMA "National Client Email Report" (2013)

When email is integrated with other marketing tactics, 65% of respondents agree online marketing delivers the best ROI. 38% agree social networking sites is the next best tactic. The third best tactic is direct mail (32% agree). - DMA "National Client Email Report" (2013)

Some 59% expect open rates to increase in 2013, 68% expect click rates to increase and a mammoth 73% expect conversion rates to increase. - DMA "National Client Email Report" (2013)

Only 11% found click rates dropped (compared with 19% in 2011). - DMA "National Client Email Report" (2013)

Open rate begins to rapidly climb after about 4am, reaches its peak at 10am, and then gradually declines throughout the day. - MailerMailer "Email Marketing Metrics Report" (2012)

For the first half of the year, the highest open rate occurred on Monday (11.6%) and the lowest on Saturday (9.5%). During the second half of the year, the highest open rate took place on Sunday (13.8%) and the lowest again on Saturday (10.8%). - MailerMailer "Email Marketing Metrics Report" (2012)

For both H1 and H2, the highest click rate occurred on Sunday, with 3.5% and 6.7% respectively. - MailerMailer "Email Marketing Metrics Report" (2012)

For both H1 and H2, messages scheduled for 12am received the highest open rates, of 18.3% and 19.2%. - MailerMailer "Email Marketing Metrics Report" (2012)

The highest click rate for H1 occurred for messages scheduled at 3am (7.4%), while for H2 it occurred for messages scheduled at 12am (5.8%). - MailerMailer "Email Marketing Metrics Report" (2012)

Messages scheduled between roughly 4pm and 4am net higher open rates. Messages scheduled between about 4pm and 8am lead to higher click rates. - MailerMailer "Email Marketing Metrics Report" (2012)

Survey-related emails had the highest combined open and click rates with 36.60% average opens and 33.39% clicks. Appeal-related emails had the lowest click rate of the emails studied at 14.63%. - Informz "2012 Association Email Marketing Benchmark Report" (2012)

Almost 65% of those surveyed ranked measuring campaign performance as their top priority for improving their company's digital marketing capabilities. - PulsePoint "Bridging the Digital Divide" (2012)

Open rates increased quarter over quarter (5.9%) and increased year over year (12.6%), with an overall open rate of 26.2%. - Epsilon "Q1 2012 North America Email Trends" (2012)

Click rates decreased 0.5 percentage points (8.3% overall) from last quarter to 4.7%. Click rates also decreased over Q1 2011 (5.2%), but continue to remain established over the last two years. - Epsilon "Q1 2012 North America Email Trends" (2012)

Triggered messages continued to perform well with significantly stronger click rates (119% higher) than "business as usual" (BAU). - Epsilon "Q1 2012 North America Email Trends" (2012)

Open rates averaged 19.9%, down from a 2009 average of 21.3%. - Silverpop "2012 Silverpop Email Marketing Metrics Benchmark Study" (2012)

CTRs averaged 5.4%, up from a 2009 average of 4.5%. - Silverpop "2012 Silverpop Email Marketing Metrics Benchmark Study" (2012)

Consumers were more receptive to email messages issued by the computer software industry, with the top performers in that industry achieving open rates of 55.0%. - Silverpop "2012 Silverpop Email Marketing Metrics Benchmark Study" (2012)

Top click hours include 8AM, 9AM, 3PM, and 8PM. Top open hours include 8AM, 9AM, 3PM, and 4PM. - GetResponse "Best Time To Send Email" (2012)

Studies reveal of all clicks across all email campaigns, the first link was clicked about 35% of the time. - Launch Bit "Which links get the most clicks in email newsletters? (part 1)" (2012)

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Benchmarks

Average Open Rate: 23.3%
Average Click-Through Rate: 5.9%
Average Delivery Rate: 96.0%
- Epsilon Q1 2011 Email Trends and Benchmark (June 2011)

Q1 2011 Open rates (23.3%) increased both quarter over quarter (by 5.6%) and year over year (by 4.2%). - Epsilon "Q1 2011 Email Trends and Benchmark" (2011)

Click rates during Q1 2011 (5.9%) decreased slightly from the same time last year (6.0%) but increased from the previous quarter (5.1%). - Epsilon "Q1 2011 Email Trends and Benchmark" (2011)

93% of US online marketers currently use email metrics, with a further 2% planning to do so in the future. - Lyris (2010)

2010 Q2 Open rates increased 18.0% from the same time two years earlier, with 6 of the 13 reported industries increasing over Q2 2009. - Epsilon "Q2 2010 Email Trends and Benchmark"

Email ad revenues will grow 9% to $16.0 billion for national and local advertisers. - Borrell Associates (2010)

Marketing e-mails using a house list are seeing an average open rate of nearly 20%, a click-through rate of 6.64% and a conversation rate of 1.73%- Direct Marketing Association (2010)

Marketing e-mails bounce back at a rate of 3.72% and see an unsubscribe rate of 0.77%. - Direct Marketing Association (2010)

Marketers rely on clicks (72%), conversion rate (59.2%) and impressions (58.4%) to track campaign success. - Datran Media "Marketing and Media Survey" (2010)

More than one-half of adults said they were likely to open an e-mail containing promotions or coupons, and 30% said they would forward such an e-mail to others, up from 28% in 2008. -Experian Marketing Services "The 2010 Digital Marketer: Benchmark and Trend Report" (2010)

Gmail users are most engaged with marketing emails (30.9% average open rate and 7.4% average click rate) while AOL users are the least engaged (20.1% average open rate and 4.3% average click rate). - MailChimp (2009)

12.5% of unique marketing emails were opened in the second half of 2008. - MailerMailer "Email Marketing Metrics Report" (2009)

83% of marketers place their share-to-social links at the bottom of their messages. - Silverpop "Emails Gone Viral: Measuring 'Share to Social' Performance" (2009)

32% say they'd share promotional l email offers with members inside a social network and open emails from others. - PMN and Pace University's Lubin School of Business'(IDM) Lab (2009)

Between the U.S. and Canada, more than 20% of commercial, permission-based email doesn't reach the inboxes of intended subscribers. - Return Path (2009)

On average, 27.6% of commercial emails sent to business addresses don't reach the inbox. - Return Path (2009)

23% of emails that marketers sent to Gmail addresses did not reach the inbox. - Return Path (2009)

U.S. deliverability rates are slightly better than Canada with an average of 82% inbox placement rate. - Return Path (2009)

Subscribers who receive promotional permission-based email estimate that they delete 55% without opening. - Merkle Interactive Services (2009)

Social-media-share links generate on average 0.5% click rates. - Silverpop "Emails Gone Viral: Measuring 'Share to Social' Performance" (2009)

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

Marketers' average click rates jumped 27.6% from 4.7% in the second quarter of 2008 to 5.9% in the third. - Epsilon "Q3 2008 Email Trends and Benchmark" (Jan 2009)

Marketers' average click rates are down 8.2% from last year and 18.2% from two years ago. - Epsilon "Q3 2008 Email Trends and Benchmark" (Jan 2009)

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

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)

Click-to-purchase rates dropped from 6.4% in the fourth quarter last year to 3.2% in the first quarter this year, likely a reflection of the struggling economy combined with a normal drop in the conversion rate after the holiday season. - Epsilon "Q1 2008 U.S. Email Trends and Benchmark Results" (2008)

Median order size for email remained constant (compared to Q4), meaning that email can deliver a healthy return even in an economy in a downturn. - Epsilon "Q1 2008 U.S. Email Trends and Benchmark Results" (2008)

Small businesses achieved an average open rate of 26%. - MailChimp (2008)

Small businesses achieved an average click rate of slightly higher than 4%. - MailChimp (2008)

Business who identified themselves simply as "marketing" achieve an average open rate of 21.59% and a click though rate of 4.73%, according to the study. - MailChimp (2008)

Business who identified themselves as publishers achieved an average open rate of 45.98% and an average click rate of 9.85%. - MailChimp (2008)

Legal services category emails had the highest average abuse complaint rate of 0.24%. - MailChimp (2008)

Commercial email servers achieved average delivery rates of 88%, with 9% rejected and 0.71% filtered. - Return Path (2008)

Emails that had only the subject line personalized (12.4% Open Rate & 1.7% CTR) did worse than those with no personalization at all (13.5% Open Rate & 2.7% CTR). - MailerMailer (2008)

Open rates were highest on Mondays, Tuesdays, and the weekends. - MailerMailer (2008)

Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer (2008)

Emails with 20 or more links got about twice as many clicks as those with fewer links. - MailerMailer (2008)

Only 22% of professionals bother to unsubscribe from email they no longer want. - Return Path (2007)

53% of consumers say email is irrelevant - David Daniels, Vice President, JupiterResearch (Dec. 2007)

40% of consumers say email comes too often - David Daniels, Vice President, JupiterResearch (Dec. 2007)

26% of consumer unsubscribe using spam button - David Daniels, Vice President, JupiterResearch (Dec. 2007)

Wednesday was the best day of the week in the third quarter of 2007 to send email in terms of click (3.9%) and open rates (25.4%). - eROI (2007)

Average open rates on Tuesdays were 22.6% and clicks were 3.2%; open rates on Thursdays were 23.6% while click rates were 3.7%; open rates on Friday were 23.1% and clicks were 3.1%; and open rates on Sunday were 20.7% while clicks were 2.4%. - eROI (2007)

Open and click rates tend to build throughout the workday and then drop and then spike in late evening. - eROI (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)

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)

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)

Eighty-four percent of consumers surveyed reported clicking through relevant email offers. - Epsilon (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)

53% say they received less spam than they did last year -- the third consecutive year in which most respondents reported a reduction. - Epsilon (2007)

30% say they use spam complaint mechanisms, while two-thirds of them equate reporting spam with unsubscribing from marketers' email programs. - Epsilon (2007)

51% of respondents report having clicked "forward to a friend" links in marketing email, but 38% have never seen these links. - Epsilon (2007)

78% of respondents report having added trusted email marketers to their address books, even as 57% report that marketers don't ask to be added. - Epsilon (2007)

Utilizing a professional company and/or their tools to test your image rendering across multiple email clients often helps to increase response up to as much as 87%. - Email Experience Council - Email Rendering Report (2007)

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