Email Marketing, by the Numbers: 100 Stats That Prove Email Isn't Dead

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Email marketing has been the most effective online marketing tool for the last decade.

When it comes to lead nurturing and customer relationship management, email marketing beats social media, SEO and content marketing hands-down. While a diverse approach to marketing is always smart, it’s no wonder marketers want control over database of email addresses rather than lists of followers or anonymous visitors. In a world of segmentation and walled gardens, email has remained free, cross-platform and device-agnostic.

When you consider that 91 percent of the world’s 2.4 billion email users check their inbox at least once each day, it’s no wonder email remains one of the most cost-effective ways for business to discover, convert and maintain customer relationships.

We took a look at a number of studies, reports and surveys to help put email in perspective. The results speak for themselves. Enjoy!

Published in: Marketing, Technology, Business

Email Marketing, by the Numbers: 100 Stats That Prove Email Isn't Dead

  1. 1. 2.4 BILLIONNUMBER OF EMAIL USERS IN 2013
  2. 2. 3.6 BILLIONNUMBER OF EMAIL ACCOUNTS IN 2013
  3. 3. 2.7 BILLIONESTIMATED NUMBER OF EMAIL USERS BY 2017
  4. 4. 3.9 BILLIONESTIMATED NUMBERS OF EMAIL ACCOUNTS BY 2017
  5. 5. 6%ANNUAL GROWTH RATE OF EMAIL ACCOUNTS OVER THE NEXT FOUR YEARS
  6. 6. 182 BILLIONEMAILS SENT PER DAY IN 2013
  7. 7. 207 BILLIONESTIMATED NUMBER OF EMAILS SENT PER DAY BY 2017
  8. 8. 838 BILLIONMARKETING EMAILS THAT WERE SENT IN 2013
  9. 9. 54%EMAILS SENT BY BUSINESSES THAT ARE MARKETING MESSAGES
  10. 10. 91%CONSUMERS WHO CHECK THEIR EMAIL AT LEAST DAILY
  11. 11. 74%ONLINE ADULTS WHO PREFER EMAIL OVER DIRECT MAIL FOR COMMERCIAL COMMUNICATIONS
  12. 12. 1.7%AVERAGE CLICK-THRU RATE FOR B2B MARKETING EMAILS IN Q2 2013
  13. 13. 60%MARKETERS WHO BELIEVE EMAIL IS AN ROI-PRODUCING ACTIVITY
  14. 14. 66%ONLINE CONSUMERS THAT HAVE MADE A PURCHASE AS A RESULT OF AN EMAIL
  15. 15. 71%CONSUMERS AGED 45-54 THAT HAVE MADE A PURCHASE AS A RESULT OF AN EMAIL
  16. 16. 4,300%EMAIL MARKETING'S ROI
  17. 17. 48%EMAILS OPENED ON MOBILE DEVICES
  18. 18. 11%MARKETING EMAILS THAT ARE MOBILE RESPONSIVE
  19. 19. 33%EMAIL RECIPIENTS THAT OPEN EMAILS BASED ONLY ON THE SUBJECT LINE
  20. 20. 40%B2B MARKETERS THAT RATE EMAIL MARKETING LEADS AS HIGH QUALITY
  21. 21. 80%CONTENT MARKETERS THAT USE EMAIL MARKETING
  22. 22. 15%IN-HOUSE MARKETERS WHO ADMIT THEIR EMAIL MARKETING IS POOR
  23. 23. 23.63%EMAILS OPENED WITHIN AN HOUR OF BEING RECEIVED
  24. 24. 49%BUSINESSES THAT ARE TESTING THE RIGHT DAY AND TIME TO SEND THEIR EMAILS
  25. 25. 2PM - 5PMTIME OF DAY WHEN MOST EMAILS ARE OPENED
  26. 26. 10PM - 9AMTHE WORST TIME TO SEND EMAILS
  27. 27. 187%INCREASE IN AVERAGE REVENUE PER EMAIL RECIPIENT FOR EBAGS AFTER OPTIMIZING THE BEST TIMES TO SEND
  28. 28. 22.3%OPEN-RATE INCREASE WITH PERSONALIZED SUBJECT LINES
  29. 29. 70%BRANDS THAT DON'T PERSONALIZE THEIR EMAILS
  30. 30. 55%COMPANIES THAT GENERATE MORE THAN 10 PERCENT OF SALES FROM EMAIL
  31. 31. 8%COMPANIES THAT GENERATE MORE THAN HALF OF SALES FROM EMAIL
  32. 32. 50%MARKETERS WHO SAY THE QUALITY OF THEIR EMAIL DATABASE INHIBITS SUCCESSFUL MARKETING
  33. 33. 49%MARKETERS WHO CLEAN THEIR EMAIL LISTS ON A REGULAR BASIS
  34. 34. 26%MARKETERS WHO PERSONALIZE EMAILS
  35. 35. 20%COMPANIES THAT SEND ABANDONED SHOPPING CART EMAILS
  36. 36. 27%COMPANIES THAT DON'T OPTIMIZE THEIR EMAILS
  37. 37. 74%COMPANIES WHO REGULARLY TEST EMAIL STRATEGIES THAT REPORT A POSITIVE ROI
  38. 38. 33%MARKETERS WHO DON'T KNOW IF THEIR EMAILS ARE READ ON MOBILE DEVICES
  39. 39. 25%COMPANIES THAT OPTIMIZE THEIR EMAILS FOR MOBILE DEVICES
  40. 40. 90%MARKETERS WHO SAY THEY DON'T SPEND ENOUGH TIME ON SUBJECT LINES
  41. 41. -18.7%DECREASE IN CLICK RATES WHEN THE WORD 'NEWSLETTER' IS USED IN SUBJECT LINES
  42. 42. 61.8%INCREASE IN CLICKS WHEN USING THE WORD 'ALERT' IN SUBJECT LINES
  43. 43. 7.5%AVERAGE CLICK RATE IN THE SECURITY AND LAW ENFORCEMENT INDUSTRY
  44. 44. 4.4%BOUNCE RATE FOR COMPANIES THAT SEND EMAILS LESS THAN ONCE PER MONTH
  45. 45. 0.5%BOUNCE RATE FOR COMPANIES THAT SEND EMAILS MORE THAN ONCE PER WEEK
  46. 46. 13.2%OPEN RATE OF EMAILS WITH PERSONALIZED CONTENT
  47. 47. 12.9%OPEN RATE OF EMAILS WITH PERSONALIZED SUBJECT LINES
  48. 48. 5.3%OPEN RATE OF EMAILS THAT USED BOTH PERSONALIZED SUBJECT LINES AND CONTENT
  49. 49. 15.8%OPEN RATE OF EMAILS WITH SUBJECT LINES BETWEEN FOUR AND 15 CHARACTERS
  50. 50. 2.6%CLICK RATE OF EMAILS WITH SUBJECT LINES BETWEEN FOUR AND 15 CHARACTERS
  51. 51. 1.6%CLICK RATE OF EMAILS WITH SUBJECT LINES GREATER THAN 16 CHARACTERS
  52. 52. 15%PERCENTAGE OF THE AVERAGE MARKETING BUDGET SPENT ON EMAIL
  53. 53. 92%BUSINESSES THAT USE EMAIL TO SHARE INFORMATION AND NEWS ABOUT THEIR COMPANY
  54. 54. 3,489AVERAGE SIZE OF AN EMAIL DATABASE FOR COMPANIES WITH ANNUAL REVENUE BETWEEN $1 MILLION AND $50 MILLION
  55. 55. 25%COMPANIES WITH AN ANNUAL REVENUE BETWEEN $1 MILLION AND $50 MILLION THAT HAVE LESS THAN 1,000 PEOPLE IN THEIR EMAIL DATABASE
  56. 56. 21%COMPANIES WITH AN ANNUAL REVENUE BETWEEN $1 MILLION AND $50 MILLION THAT HAVE MORE THAN 10,000 PEOPLE IN THEIR EMAIL DATABASE
  57. 57. 6%COMPANIES THAT SEND EMAILS TO THEIR ENTIRE LIST EVERY DAY
  58. 58. 10%COMPANIES THAT SEND EMAILS TO PART OF THEIR LIST EVERY DAY
  59. 59. 39%COMPANIES THAT SEND EMAILS TO THEIR ENTIRE LIST ONCE PER WEEK
  60. 60. 64%COMPANIES THAT INTEGRATE EMAIL MARKETING WITH SOCIAL MEDIA
  61. 61. 74%COMPANIES THAT MEASURE EMAIL SUCCESS BY LEADS GENERATED
  62. 62. 72%COMPANIES THAT MEASURE EMAIL SUCCESS BY ACTUAL SALES
  63. 63. 84%COMPANIES THAT USE EMAIL TO SOLICIT FEEDBACK FROM CUSTOMERS
  64. 64. 28%AVERAGE GOAL FOR ANNUAL GROWTH OF EMAIL LISTS
  65. 65. 11%BUSINESSES WHO SAY THE COST OF ACQUIRING NEW EMAIL SUBSCRIBERS IS TOO HIGH
  66. 66. 50%COMPANIES WHO COORDINATE EMAIL MARKETING WITH EVENTS LIKE TRADE SHOWS
  67. 67. 48%COMPANIES WHO COORDINATE EMAIL MARKETING WITH DIRECT MAIL
  68. 68. 34%COMPANIES WHO HAVE A TEAM DEDICATED TO EMAIL MARKETING
  69. 69. 20%COMPANIES WHO HAVE ASSIGNED EMAIL MARKETING TO ONE PERSON
  70. 70. 9%COMPANIES WHO OUTSOURCE EMAIL MARKETING TO AN AGENCY
  71. 71. 43%EMAIL RECIPIENTS WHO MARK MESSAGES AS SPAM BASED ON THE 'FROM' ADDRESS AND SENDER NAME
  72. 72. 21%EMAIL RECIPIENTS WHO MARK EMAIL AS SPAM WHEN THEY KNOW IT ISN'T
  73. 73. 17%AMERICANS WHO CREATE A NEW EMAIL ADDRESS EVERY SIX MONTHS
  74. 74. 9%INCREASE IN ROI IF MARKETERS OPTIMIZED EMAIL FOR IMAGE BLOCKING
  75. 75. 84%PERCENTAGE OF ALL EMAIL THAT IS SPAM
  76. 76. $156 MILLIONPERCENTAGE OF ALL EMAIL THAT IS SPAM
  77. 77. 10%ANNUAL GROWTH OF EMAIL MARKETING SPENDING
  78. 78. 82%CONSUMERS WHO OPEN MARKETING EMAILS
  79. 79. 24%LITMUS EMAILS OPENED ON IPHONES
  80. 80. 72%PEOPLE WHO CHECK THEIR EMAIL IN BED
  81. 81. 87%PEOPLE WHO CHECK THEIR PERSONAL AND WORK EMAIL TOGETHER
  82. 82. 3.3%PEOPLE WHO READ THE SAME EMAIL ON A MOBILE DEVICE AND A DESKTOP COMPUTER
  83. 83. 17 - 22 PTRECOMMEND RANGE OF FONT SIZES FOR MOBILE EMAILS
  84. 84. 46 PXRECOMMENDED MINIMUM SIZE FOR BUTTONS IN MOBILE EMAILS
  85. 85. 63%PERCENTAGE OF EMAIL LISTS THAT ARE INACTIVE
  86. 86. 18.3 KBSIZE OF THE AVERAGE EMAIL
  87. 87. 0.25%AVERAGE UNSUBSCRIBE RATE
  88. 88. 82%CONSUMERS WHO HAVE SIGNED UP FOR EMAIL PROGRAMS ON BRAND WEBSITES
  89. 89. 53%CONSUMERS WHO HAVE GIVEN THEIR EMAIL ADDRESS TO A SALES CLERK
  90. 90. 28.5%CONSUMERS WHO HAVE SUBSCRIBED TO AN EMAIL PROGRAM IN A MOBILE APP
  91. 91. 14.5%CONSUMERS WHO HAVE SIGNED UP FOR AN EMAIL PROGRAM VIA TEXT MESSAGE
  92. 92. 72%CONSUMERS WHO SIGN UP FOR EMAILS TO GET DISCOUNTS
  93. 93. 8.2%CONSUMERS WHO SIGN UP FOR EMAILS BECAUSE THEY LOVE THE BRAND
  94. 94. 74.4%CONSUMERS WHO EXPECT A WELCOME EMAIL WHEN THEY SUBSCRIBE
  95. 95. 35.4%CONSUMERS WHO UNSUBSCRIBE FROM EMAILS BECAUSE THEY ARE SENT TOO FREQUENTLY
  96. 96. 14%CONSUMERS WHO UNSUBSCRIBE FROM EMAILS BECAUSE THEY ARE TIRED OF THE BRAND
  97. 97. 52.9%CONSUMERS WHO NEVER 'OPT DOWN' (CHANGE EMAIL FREQUENCY OR TYPE AFTER UNSUBSCRIBING)
  98. 98. 60%B2B MARKETERS THAT HAVE USED VIDEO IN THEIR EMAILS
  99. 99. 3XEMAIL CONVERSION RATES ARE THREE TIMES HIGHER THAN SOCIAL MEDIA
  100. 100. 17%DIFFERENCE IN VALUE BETWEEN EMAIL CONVERSIONS AND SOCIAL MEDIA CONVERSIONS

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