The marketing industry lies somewhere at the intersection of art and science 🧪 It's creative, unpredictable, volatile ... but also quantifiable and data-driven.

In this guide, we've gathered the most comprehensive and up-to-date collection of marketing statistics and facts as of 2022. Read on!

via GIPHY

Marketing Budgeting Statistics 💰

  1. In 2012, 51% of email marketers spent at least 10% of their budget on email. 20% of marketers spent 40% or more of their budget on email. - DMA "National Client Email Report" (2013)
  2. More than a quarter of respondents said they would spend 1.5 times as much or more as they did in 2007. - MarketingSherpa's "E-Mail 2008: Top 10 Research Findings and Practical Ways to Increase E-Mail Performance" (2008)
  3. eMarketer predicts that spending on email marketing will grow by 5.1% in 2008, up 46% over 2007's growth rate. - eMarketer (September 2007)
  4. 38% of companies with a large in-house list say that their email budget exists as a part of interactive (online) marketing budget. - MarketingSherpa "Email Marketing Benchmark Survey" (November 2007)
  5. 33% of companies with a large in-house list say that their budget has no separate line item for email. - MarketingSherpa "Email Marketing Benchmark Survey" (November 2007)
  6. US spending on email advertising will grow to $2.1 billion by 2012 from $1.2 billion in 2007. - JupiterResearch (2007)
  7. 86% of people say that they’d stay loyal to a SaaS brand that invests in onboarding. - Wyzowl (2018).
  8. Marketers spent $500 million on commercial email in 2007, and that the figure would rise to $1.2 billion in 2012. - Direct Marketing Association (2007)
  9. More than one-half of US email marketing executives get 20% or less of their firm's email budgets - StrongMail Systems and JupiterResearch's "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)
  10. Email advertising spending will grow from an estimated $338 million in 2006 to $616 million in 2011, a six-year increase of 82% - but only half the rate of overall online ad spending. - eMarketer 2007
  11. 90% of enterprise marketers are looking forward to working with micro-influencers. – Linqia (2021).
  12. 31% of B2B marketers allocate 20% or more of their total media budgets to new media platforms, compared with only 5% of B2C marketers. - B2B Magazine and NAA (August 2007)
  13. While only one in twenty marketers expects their budget to decline, 39% do expect it to remain unchanged in 2013. - DMA "National Client Email Report" (2013)
  14. 39.6% surveyed are increasing spending on Facebook marketing programs. 26.5% are increasing budget for social media management technology. 23.6% plan to increase budget for viral/referral marketing campaigns. - StrongMail "2013 Marketing Trends Survey" (2012)
  15. 37.4% of companies plan to decrease spending for direct mail. 33.6% are decreasing budgets for tradeshows and events. 23% are cutting budgets for advertising. Only 3.4% surveyed are decreasing budgets for email marketing. - StrongMail "2013 Marketing Trends Survey" (2012)
  16. 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)
  17. Budget allocation to email marketing increased slightly in 2012, with 15% more marketers spending at least 30% of their budget on email than in 2011. Over half expect their budget to increase across 2013. - DMA "National Client Email Report" (2013)
  18. Email ad spending will jump to $677 million in 2011, from $492 million in 2008. - eMarketer (2008)
  19. 72% of the firms polled send email to customers; a 10% increase over 2007. - DirectMag (2008)
  20. 55% of the firms polled who use email plan to increase their budgets for it next year. - DirectMag (2008)
  21. 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)
  22. The average amount companies spend on personnel budgets for email marketing is $182,067, up from $169,710 in 2005. - JupiterResearch "E-mail Spending and Governance 2007" (2007)
  23. The average number of full-time email marketing professionals remains consistent at three. - JupiterResearch "E-mail Spending and Governance 2007" (2007)
  24. The current average salaries have increased from $50,526 in 2005 to $63,547. - JupiterResearch "E-mail Spending and Governance 2007" (2007)
  25. The majority of marketers annually allocate less than $250,000 to each of the discrete email functions of acquisition, retention and creative. - JupiterResearch "E-mail Spending and Governance 2007" (2007)
  26. In general and under normal circumstances, 90% of your affiliate activity and income generation is made by the top 10% of your affiliates - AMNavigator "Affiliate Activation" (2015)
  27. A majority of B2B companies (65%) allocate less than 25% of their budgets to email marketing, while only 9% are devoting more than 50% of their budgets to email efforts. - Pardot "Survey Reveals Changing Role of Email Marketing" (2012)
  28. The average budget spent on company blogs and social media increased from 9% in 2009 to 21% in 2012. - Hubspot "The 2012 State of Inbound Marketing" (2012)
  29. Small businesses are only giving 14% of their budget to outbound marketing, while large businesses are allocating 33% of their budget to outbound channels. - Hubspot "The 2012 State of Inbound Marketing" (2012)
  30. 24% of those surveyed spend less than 1% of their budget on mobile marketing. 33% don't know how much of their budget is allocated to mobile marketing. - StrongMail "Mobile Marketing Survey 2012" (2012)
  31. 55% of those surveyed have increased their mobile marketing budget in the past year. 70% believe that budget will increase in the next 12 months. - StrongMail "Mobile Marketing Survey 2012" (2012)
  32. 65% of B2B marketers planned to spend more on social media in 2011 than 2010, followed by 47% on email. - RSW/US "2011 Outlook: Marketing Priorities and Plans"(2011)
  33. Email marketing is the top area of investment growth among marketers and business leaders (65%) for 2011, followed by social media marketing (57%) and search marketing (41%). - StrongMail (2010)
  34. Over 40% of clients stated they had $100,000 or less of annual budget dedicated to email marketing. - EmailStatCenter.com "Compensation & Resources Study" (2010)
  35. 77% of small businesses decide to bootstap their ventures instead of taking outside funding.
  36. 15% had an annual budget dedicated to email marketing of $100,001-$249,999. - EmailStatCenter.com "Compensation & Resources Study" (2010)
  37. 14% having an annual budget dedicated to email marketing of over $1,000,000. - EmailStatCenter.com "Compensation & Resources Study" (2010)
  38. 33% of consumers believe companies should invest more of their marketing time and resources to improve customer loyalty. - ExactTarget "Marketers from Mars" (2013)
  39. 55.5% surveyed plan to increase spending on email marketing in the next year. - StrongMail "2013 Marketing Trends Survey" (2012)
  40. 63.3% plan to increase spending on "winback/reengagement" email marketing for the next year, where 59.8% plan to spend more on "welcome" email marketing. - StrongMail "2013 Marketing Trends Survey" (2012)
  41. 14% of clients did not know their budget. - EmailStatCenter.com "Compensation & Resources Study" (2010)
  42. Less than 5% of email marketing professionals make $200,000 or greater per year. - EmailStatCenter.com "Compensation & Resources Study" (2010)
  43. 25% of email marketing professionals said they make between $50,000-$69,999 annually. - EmailStatCenter.com "Compensation & Resources Study" (2010)
  44. Companies with an email budget of more than $100,000 the median salary falls between $70,000 and $84,999. - EmailStatCenter.com "Compensation & Resources Study" (2010)
  45. Those working in agencies focused strictly on email have the lowest median salaries, between $50,000 and $69,999. - EmailStatCenter.com "Compensation & Resources Study" (2010)
  46. 54% of marketers plan to increase email budgets in 2010.- Exact Target (2010)
  47. 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)
  48. 58% of Senior Marketing Executives Worldwide say they will be increasing email marketing spend this year. - Ad Media Partners (2009)
  49. 65% of retailers are planning to spend more on email than originally planned. - Forrester Research and Shop.org, "Retailing Online 2009: Marketing Report" (2009)
  50. Companies with revenue under $500 million pay out an average of $135,065 in email marketing employees' salaries. - JupiterResearch "E-mail Spending and Governance 2007" (2007)
  51. The total spend for email at $11.9 billion in 2008 and, by 2013, it forecasts email will be a $27.8 billion business. - Veronis Suhler Stevenson (VSS) 2009
  52. Email marketing spending will continue to expand at double-digit rates - 18.5% per year - for the next five years. - Veronis Suhler Stevenson (VSS) 2009
  53. 45% of CMOs label email marketing as their top area of marketing investment this year. - Chief Marketing Officer Council (2009)
  54. 81% of the firms that are increasing their budgets in the second half of 2009 said they are boosting their email spending. - StrongMail (2009)
  55. While 60% of marketers plan to cut their traditional marketing budgets this year, 47% of marketers plan to boost their email marketing budgets. - Aberdeen Group, "Recessionary Marketing: How Best-in-Class Companies Are Weathering the Storm," (Jan 2009)
  56. 49% of marketers deem email to third-party lists as a low-ROI tactic. - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)
  57. 29% of B2B marketers said they plan to increase spending on third-party lists in 2009. - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)
  58. 25% of B2B marketers said they plan cuts in this area in 2009. - MarketingSherpa "2009 Email Marketing Benchmark Guide" (Oct 2008)
  59. 80.4% of marketing executives surveyed say email performs strongly as an advertising channel for their companies. - Datran Media "3rd Annual Marketing & Media Survey Results" (2008)
  60. 58.5% of marketing executives surveyed say they will increase the budget allocation for email as an advertising channel on 2009. - Datran Media "3rd Annual Marketing & Media Survey Results" (2008)
  61. 62% of marketing executives surveyed say that email newsletters are tactics that are a part of their 2009 marketing strategy. - Datran Media "3rd Annual Marketing & Media Survey Results" (2008)
  62. B-to-b marketers have a combined yearly expenditure of $186,077 for email marketing employees' salaries. - JupiterResearch "E-mail Spending and Governance 2007" (2007)
  63. B-to-c marketers have a combined yearly expenditure of$157,462 for email marketing employees' salaries. - JupiterResearch "E-mail Spending and Governance 2007" (2007)
  64. Email marketing will generate an ROI of $43.52 in 2009. - DMA (2009)
  65. 13.4 billion: the number of direct marketing dollars forecast to go on email in the US in 2009. - Email Marketing Reports (2009)
  66. Spending on email will rise to $488 million in 2009, up from $472 million in 2008. - eMarketer (Nov 2008)
  67. 63% of marketing executives surveyed said they had increased their digital marketing spending in 2008; 59% said they had decreased traditional marketing spending. - Epsilon (Sept 2008)
  68. Half of respondents said they handle their direct response marketing internally, while 37% conducted it though a combination of agency and internally. - Direct Partners (2008)
  69. 23% reported their budget would increase by 10% or higher this year compared to last. - Direct Partners (2008)
  70. 74% of marketers surveyed said they plan to increase their direct email spending. - Eloqua "State of the Marketer" (2008)
  71. 13% of the average marketing budget is assigned to email. - Adestra "2015 Email Marketing Industry Census - The Results" (2015)
  72. 59% of marketers plan to increase their email marketing budgets in 2015. - Pardot "The 2015 Email Marketing Landscape Described in 16 Stats" (2015)
  73. 54% of companies plan to increase their content marketing teams, however, 83% say finding those hires is a difficult task. - ExactTarget "5 Impressive Content Marketing Hiring Stats" (2014)
  74. The Sagefrog Marketing Group surveyed US B2B marketing and management professionals from a cross-section of industries in the summer of 2013 and found that 45% of respondents expected to see an increase in budgets in the next year. - eMarketer "How Digital Time Spend Breaks Down by Device, Gender, Content Area" (2013)
  75. 67 percent of respondents stated that email has helped boost sales through other channels. - Datran Media, "Marketing & Media Survey" (2008)
  76. Nearly three-quarters of email marketers said in a recent survey that they plan to spend either the same amount or more on email marketing in 2008 as they did last year. - MarketingSherpa's "E-Mail 2008: Top 10 Research Findings and Practical Ways to Increase E-Mail Performance" (2008)
  77. 50% of the B2B respondents planned to allocate more than 10% of their budgets to new media. - B2B Magazine and NAA (August 2007)
  78. 78% of B2C marketers and 66% of B2B marketers report that they plan to increase their new media budget. - B2B Magazine and NAA (August 2007)
  79. 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)
  80. 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)
  81. 51% of surveyed marketing executives worldwide said they planned to increase their email spending in the next three years. - The McKinsey Quarterly (2007)
  82. Companies with annual revenue of more than $500 million budget $406,403 for their dedicated email marketing staff. - JupiterResearch "E-mail Spending and Governance 2007" (2007)
  83. 21% of all companies surveyed, spend $200,000 or more on email marketing employees' salaries. - JupiterResearch "E-mail Spending and Governance 2007" (2007)
  84. Affiliate marketing is the most important customer acquisition channel for 20% of brand marketers. Other important acquisition channels include paid social at 12%, display ads at 15%, paid and organic search at 16%, influencer marketing at 11%, retail advertising at 13% and word of mouth at 13%. - Pepperjam "Affiliate Marketing Ranks As A Primary Channel For Customer Acquisition And Revenue Growth" (2019)
  85. 19% of marketers stated that affiliate marketing was their most lucrative revenue stream and 52% of marketers felt like it was one of their top three most lucrative revenue streams  - Pepperjam "Affiliate Marketing Ranks As A Primary Channel For Customer Acquisition And Revenue Growth" (2019)
  86. 70.6% of marketers surveyed who plan on using email for customer acquisition in 2007 will increase their email acquisition budget in 2007. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)
  87. 81 percent of respondents to Alterian's fourth transatlantic annual survey plan to increase spending on email marketing in 2007. - Alterian (2007)