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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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58% of marketers agree the pervasiveness of mobile smartphones and tablets will affect their email marketing program in the next 12 months. 57% agree social media have an effect on their email marketing programs. - MarketingSherpa "Email Marketing Benchmark Survey" (2013)

Key areas of email marketing focus for 2011 are: segmentation at 32%, delivering relevant communications at 29%, list/data quality at 26% and measurement and analytics at 25%. - Econsultancy "Email Marketing Census 2011" (2011)

Just over half of companies (51%) are now using an application service provider or a hosted service for their email marketing needs. - Econsultancy "Email Marketing Census 2011" (2011)

74% of US markets say they plan to use email remarketing techniques in the next 12 months; compared to 34% who currently use this technique. - SeeWhy (2010)

50.3% of respondents with sales of at least $10 million sent prospecting e-mails, 57.5% of those with sales of less than $10 million did. - Multichannel Merchants "Outlook 2010 Survey" (2010)

Larger businesses were more apt to use trigger emails (69.5% versus 42.5% of the smaller respondents) and reactivation emails (61.6% versus 37.2%), smaller companies were more likely to use email as a prospecting tool. - Multichannel Merchants "Outlook 2010 Survey" (2010)

4.0% of the larger respondents said they didn't send any type of email, 11.6% of the smaller participants confessed as much. - Multichannel Merchants "Outlook 2010 Survey" (2010)

79.7% of multichannel merchants use email to promote their business. - Multichannel Merchants "Outlook 2010 Survey" (2010)

B2C marketers said their top two goals for 2010 were to increase customer loyalty (45%) and to improve analytics to strengthen campaigns (39%). - Silverpop "Exploring the Differences and Similarities of B2C and B2B Marketing Tactics" (2010)

B2B marketers said their top two goals for 2010 were to move prospects/leads faster through the sales pipeline (51%) and to increase contact database (41%) - Silverpop "Exploring the Differences and Similarities of B2C and B2B Marketing Tactics" (2010)

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50% of B2C and 51% of B2B marketers worldwide say that identifying the best email deployments times is a successful tactic. - Silverpop "Exploring the Differences and Similarities of B2C and B2B Marketing Tactics" (2010)

77.6% of respondents plan to use targeting, and 63.2% plan to use retention and loyalty campaigns as the basis of their digital marketing strategies.- Datran Media "Marketing and Media Survey" (2010)

63.2% of respondents cite email list growth as a key 2010 strategy in 2010. - Datran Media "Marketing and Media Survey" (2010)

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)

16% of mobile users' permission-based email is viewed on mobile devices - five points higher than last year. - Merkle Interactive Services (2009)

84% of mobile users' permission-based email is viewed on PCs. - Merkle Interactive Services (2009)

48% of respondents don't use preview panes when viewing the majority of their permission emails. - Merkle Interactive Services (2009)

48% see pictures automatically (in HTML emails) while 52% do not. - Merkle Interactive Services (2009)

Nearly a third of survey respondents (32%) said they have stopped doing business with at least one company altogether as a result of its poor email practices. - Merkle (2009)

53% of all permission-based email recipients have added at least one company to their address books; they do so for 25 percent of the companies sending them email. - Merkle Interactive Services (2009)

75% of respondents say lack of relevance is the biggest reasons subscribers choose to opt out, followed closely by sending too frequently (73%). - Merkle Interactive Services (2009)

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

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

58% of Senior Marketing Executives Worldwide say they will be increasing email marketing spend this year. - Ad Media Partners (2009)

62% would like communicate directly with retailers about their favorite products in exchange for getting the best prices from them. - PMN and Pace University's Lubin School of Business'(IDM) Lab (2009)

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

88% of retailers listed email as a high priority for the year, largely to retain customers, the study found. - 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)

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)

49% of marketers deem email to third-party lists as a low-ROI tactic. - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

29% of B2B marketers said they plan to increase spending on third-party lists in 2009. - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

25% of B2B marketers said they plan cuts in this area in 2009. - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

27% of marketers rated Landing page content tests "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

26% of marketers rated Landing page design tests "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

25% of marketers rated Subject line tests "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

17% of marketers rated Email offer tests "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

30% of marketers rated Welcome message/campaign sent to recent subscribers tests "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

29% of marketers rated Personalization by product profile/user details tests "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

27% of marketers rated Timed email, such as one sent prior to a warranty expiration tests "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

25% of marketers rated Personalization of emails by making them appear to come from a specific sales rep tests "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

24%% of marketers rated Sending one newsletter to customers and another to prospects tests "very effective". - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)

Shopping cart abandonment programs that merge email, Web analytics, and e-commerce data can result in conversion increases of more that 100% - Forrester Research (2008)

Merging online and offline databases in order to target email offers to customers based on recent online and phone purchase history, resulted in 10% increase in order size and an increase up to $900,000 in sales for each email campaign. - Quill.com case study by Responsys (2007)

Subject lines under 60 or more than 70 characters generate the highest response. - Alchemy Worx (2008)

Shorter subject lines generate higher open rates, a measure of reader interest, but much lower click-to-open rates. - Alchemy Worx (2008)

Longer subject lines earn a much higher click-to-open rate, an indication if real relevance. - Alchemy Worx (2008)

The open rate and click-to-open rate curves intersect at about 60-70 characters, a "dead zone" where neither metric is optimized. - Alchemy Worx (2008)

Most email clients now allow up to 100 characters to be visible, compared to previous truncated space of 40 characters. - Alchemy Worx (2008)

60% of companies in study did not send "welcome" emails to new subscribers.
- Return Path (2008)

A third of the companies failed to send any email at all to new subscribers in 30 days. - Return Path (2008)

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)

More than 80% of participants favor doing business with organizations that use opt-in permission to send them email. - Habeas (2008)

Monthly emails and content and frequency options positively impacted a company's reputation. - Habeas (2008)

Three of every four respondents prefer engaging with organizations that exhibit strong privacy practices. - Habeas (2008)

Only 12 percent of respondents acknowledged making one or more purchases from businesses they did not know. - Habeas (2008)

As many as one in four respondents lose some degree of faith in an organization that is unable to deliver email reliably. - Habeas (2008)

Daily email messages ranked with pop-up advertisements as the most damaging online tactics to a company's online reputation. - Habeas (2008)

On average, about 80% of respondents are not comfortable with businesses sharing their email address. - Habeas (2008)

Internet users believe that about two thirds of companies are likely to share their email addresses with third parties. - Habeas (2008)

More than 80% feel that a business' reputation is negatively affected if it shares customer email addresses with third parties. - Habeas (2008)

70% of companies asked for more than an email address at sign-up. - Return Path (2008)

75% of those that collected more than email address at sign-up failed to use it to personalize or customize their email messaging. - Return Path (2008)

More than 88% of respondents said they would like organizations to give them more choices over the content and frequency of the emails they receive, including options on advertisements, special offers, articles, newsletters, white papers and other specific content options. - Habeas (2008)

Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

Open rates for segmented versus non-segmented campaigns are 12.4% higher for days 60-90. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

Open rates for segmented versus non-segmented campaigns are anywhere between 11% and 15%. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

Click rates for segmented versus non-segmented campaigns are doubly high for the first 30 days with a slight increase for 60-90 days. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

15% of all marketers in the study were still using "opt-out" registration tactics. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

64% of all marketers in the study used a single opt-in tactic. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

21% of all marketers in the study are employing double opt-in. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

Click rates for segmented versus non-segmented campaigns are five times higher the last 90 days of the year. - 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)

36% of those surveyed states that inbox clutter is the top challenge to email marketing. - MarketingSherpa "Email Marketing Benchmark Survey" (November 2007)

81 percent of U.S. executives subscribe to industry email newsletters for product information and business intelligence. - Wall Street Journal (2007)

60 percent of business decision makers said Internet and email are the best ways for advertisers to reach them. - Jupiter Research (2007)

93% of executives surveyed say their company has deployed some type of email marketing solution. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)

Permission email marketing now accounts for 27% of the email that consumers receive in their primary personal inboxes - up from 16% in 2003. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)

3 8% of executives surveyed said their email messaging endeavors are centralized in one location. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)

24% of executives surveyed cite that six or more departments manage email messaging separately. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)

44% of executives surveyed are aware that email would be more effective if it were managed from one platform. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)

Only 26% of executives surveyed agree that it is easy for them to understand how often they are communicating with their clients. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)

One-third of executives surveyed work with an outsourced provider, and 30% use an on-premises packaged application. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)

31% of companies surveyed use a homegrown application for their email marketing needs. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (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)

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)

83% of surveyed marketing executives worldwide used email, ahead of display ads, paid search and online video. - The McKinsey Quarterly (2007)

51% of surveyed marketing executives worldwide said they planned to increase their email spending in the next three years. - The McKinsey Quarterly (2007)

More than seven in 10 US marketers said that email was one of their online and mobile tactics. - Penton Media and PROMO Magazine, "2007 Interactive Marketer Trends Study" (2007)

60.8% of US marketers said that sending email newsletters was one of their online and mobile tactics. - Penton Media and PROMO Magazine, "2007 Interactive Marketer Trends Study" (2007)

73% of the companies surveyed sent emails to new subscribers confirming their registrations. - Silverpop (2007)

Just 17% of U.S. marketers and 35% of U.K. marketers let registrants know in advance to expect confirmation messages. - Silverpop (2007)

80% of companies in the survey offered email sign-ups on their home pages in 2007, compared to 75% in 2005. - Silverpop (2007)

92% of companies surveyed offered a value proposition for email sign-ups in 2007, such as sales information prizes and news, compared to 75% in 2005. - Silverpop (2007)

32% of the companies surveyed took people who ask to be removed from their lists to preference centers where they could change their preferences rather than simply opting them out. - Silverpop (2007)

59% of the companies surveyed made it easier for people to opt-out by sending them Web forms pre-filled with their information, compared to 30% that did so in 2005. - Silverpop (2007)

7% of the companies surveyed continued to send messages after 10 days (from which they opted out of their email program), which is a violation of the federal Can-Spam Act. - Silverpop (2007)

30% of the companies surveyed continued to send messages for several days to people after they opted out of their programs. - Silverpop (2007)

78% of the companies surveyed included links recipients could use to view the message as a Web page, compared to 59% who did so in 2005. - Silverpop (2007)

6% of the companies surveyed used the postcard style (one big single-pane graphic). - Silverpop (2007)

30% of the companies surveyed used a letter or newsletter format to communicate with customers. - Silverpop (2007)

19% of the companies surveyed used a single-pane graphic across the top of the page with rows and columns below. - Silverpop (2007)

14% of traditional business-to-consumer DMers say they send marketing emails to people on an opt-out basis, significantly lower than last year's 23%. - Direct Magazine (2007)

3.1% of the b-to-b DMers surveyed by Direct Magazine said their firms send email on an opt-out basis this year, compared to 16.7% last year. - Direct Magazine (2007)

Top 5 challenges marketers surveyed face in their email marketing programs, according to a survey by JupiterResearch:
  • List turnover, or getting new registrants and keeping them responsive while limiting attrition - 39%
  • Lack of customer data - 34%
  • Deliverability - 28%
  • Analyzing Campaign Results - 25%
  • Declining Response Rates - 23%

  • - JupiterResearch on behalf of e-mail service provider Silverpop (July, 2007)
34% of marketers surveyed said that creative optimization had the most impact on your email campaigns in 2006. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

34% of marketers surveyed said that landing pages had the most impact on your email campaigns in 2006. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

83% of marketers surveyed said they were planning on using email the same more during the 2007 Holiday season than last did during last year's. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

55.3% of marketers surveyed said that driving incremental revenue is the most important reason why will use email marketing in 2007. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

55.3% of marketers surveyed currently use, or plan on using an outside vendor for email marketing. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

39 percent of handheld email users are less likely to read commercial email such as newsletters and promotions on a mobile device. That's about 2.3 out of five users. - ExactTarget (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)

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)

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)

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

At least 18% of major online retailers tracked via RetailEmail.Blogspot have incorporated video into at least one email over the past six months or so.
- RetailEmail.Blogspot (April, 2007)

20 percent of respondents admit to using the "report spam" button to unsubscribe. - Email Sender and Provider Coalition (2007)

More than 8 out of 10 email users have used the "report spam" button in their email clients' interfaces. - Email Sender and Provider Coalition (2007)

Nine out of 10 email users want a universal "unsubscribe" button in their email clients' interfaces, one that would send an unsubscribe request from the receiving email server to the sender's database. - Email Sender and Provider Coalition (2007)

81 percent of respondents to Alterian's fourth transatlantic annual survey plan to increase spending on email marketing in 2007. - Alterian (2007)

Thirty-five percent of respondents reported that their email activity was integrated with all other channels. - Alterian (2007)

26 percent of respondents said their email is at least integrated with other online channels. - Alterian (2007)

18 percent reported that email is still used as a standalone channel. - Alterian (2007)

70 percent of respondents said they apply basic or no analysis to any of their email campaigns. - Alterian (2007)

29 percent claim they carry out full analysis of their email campaigns. - Alterian (2007)

36 percent, the top obstacle is that online and offline activities are managed by separate departments. - Alterian (2007)

Thirty-two percent reported difficulty integrating email marketing activity with the customer database. - Alterian (2007)

44 percent, of marketers manage their email activities in-house. - Alterian (2007)

Twenty-nine percent outsource email marketing to email service providers. - Alterian (2007)

15 percent send the work to agencies. - Alterian (2007)

71 percent send less than one million emails in an average month. - Alterian (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)

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