73 Astonishing E-Mail Marketing Statistics You Need to Know

Did you know that marketers sent over 838 billion e-mails in 2013?  That’s almost 9 times as many direct mail pieces the U.S. Postal Service delivered.

I know the types of stats you’re looking out for: numbers on e-mail engagement and frequency, mobile optimization, and ROI.  Data is power, which is why I have put together this list of 73 essential statistics every e-mail marketer needs to know.  I know firsthand just how profitable e-mail marketing can be.  One of my e-mail campaigns generated $700,000 in profits on a minimal investment.

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E-MAIL MARKETING ROI
1.    Email marketing has an ROI of 4,300%.
2.    For every $1 spent, $44.25 is the average return on email marketing investment.
3.    Companies view email marketing as a better return on investment than PPC, content marketing, social media, offline direct marketing, affiliate marketing, online display advertising, and mobile marketing.
4.    60% of marketers believe email marketing produces positive ROI.
Takeaway:  E-mail marketing should be taken more seriously.  Integrate e-mail with your overall marketing mix and consider allocating more internal and/or external resources to e-mail marketing.

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GENERAL E-MAIL MARKETING
1.    Nearly two thirds of marketers rate their company e-mail as poor or average and less than 4% rate it as “excellent”.
2.    91% of consumers check their e-mail at least once a day.
3.    56% of businesses say they plan to increase their use of e-mail marketing in 2014.
4.    42% of marketers use e-mail service providers for services beyond e-mail broadcasting. This is up 12% from 2010.
5.    Companies that use an e-mail service provider are more likely to be satisfied with their e-mail marketing than companies who do not.
6.    Less than half (41%) of companies are using more than half of their e-mail system functionality, which has not improved since last year.
7.    In addition to broadcast e-mail, measurement and analytics, personalization, automated campaigns, and segmentation are the popular services provided by e-mail service providers that marketers tap into.
8.    Businesses are looking for deeper integration of e-mail with other business functions. The most common barrier to integrating e-mail with overall business strategies is disconnected systems and technologies.
9.    Only 8% of companies and agencies have an e-mail marketing team.  E-mail marketing responsibilities usually fall on one person as a part of her wider range of marketing responsibilities.
10.   There were 3.6 billion e-mail accounts in 2013.
11.   By 2016, the number will reach 4.3 billion.
12.   54% of e-mails sent by businesses are marketing messages.
13.   838 billion marketing messages were sent in 2013.
14.    91% of consumers check their e-mail daily.
15.    72% of B2B buyers are most likely to share useful content via e-mail.
16.    56% of businesses say they plan to increase their use of e-mail marketing in 2013.
17.    27% of consumers were more likely to say their favorite companies should invest in more e-mail.
18.    1 in 2 marketers use animated gifs in their e-mail campaigns.
19.    E-mail ad revenue reached $156 million in 2012.
20.    E-mail marketing spending grows 10% year over year.
21.    40% of B2B marketers rated the leads generated by e-mail marketing as high quality.
22.    74% of consumers prefer to receive commercial communications via e-mail
23.    The average clickthrough rate for B2B marketing e-mails in Q2 2013 was 1.7%.
24.    59% of companies are integrating e-mail and social channels together.
25.    17% of marketers don’t track or analyze e-mail metrics for their organization.
Takeaway:  An e-mail marketing plan should be developed that is fully integrated into your overall marketing mix.  Have an e-mail marketing calendar created to maximize engagement and sales with your active and past customers and prospects and have e-mails sent out regularly.

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MOBILE
1.    E-mail is the most popular activity on smartphones among users ages 18-44.
2.    Over half of smartphone users grab their smartphone immediately after waking up.
3.    64% of decision-makers read their e-mail via mobile devices.
4.    The #1 e-mail client for Gmail users is the iPhone’s built-in mail program, with 34% of all Gmail opens.
5.    32% of marketers do not have a strategy in place to optimize e-mails for mobile devices.
6.    39% of marketers have no strategy for mobile e-mail.
7.    48% of e-mails are opened on mobile devices.
8.    Only 11% of e-mails are optimized for mobile.
9.    69% of mobile users delete e-mails that aren’t optimized for mobile.
10.  Women click 10% more often than men on mobile e-mails.
11.   25% of e-mails are opened on iPhones.
12.  64% of decision-makers read their e-mail via mobile devices.
Takeaway:  Keep mobile at the center of your e-mail marketing plan.  Make sure links in your e-mails are optimized for mobile and readers can continue to engage via mobile.  Subject lines are more important than ever.

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SALES
1.    66% of US online consumers, ages 15 and up made a purchase as a result of e-mail marketing messages.
2.    Over 70% of mobile purchasing decisions are influenced by promotional e-mails.
3.    Over half of businesses achieve over 10% of total sales through e-mail marketing.
4.    44% of e-mail recipients made at least one purchase last year based on a promotional e-mail.
5.    7 in 10 people say they made use of a coupon or discount from a marketing e-mail in the prior week.
6.    66% of consumers have made a purchase online as a result of an e-mail marketing message.
Takeaway:  E-mail marketing is a powerful sales channel.  It represents a growing % of company sales and profits.

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SUBJECT LINE
1.    Nearly one third of e-mail recipients open e-mail based on subject line alone.
2.    Subject lines fewer than 10 characters long has an open rate of 58%.
3.    Personalized subject lines are 22.2% more likely to be opened.
4.    Crazy subject lines generate opens but will damage subscriber relationships. If you use a subject line such as “Free books”, you better actually offer free books.  An exciting subject line that gets someone to open an e-mail but leaves them with nothing special in return can have a negative effect on your business in the long-term.  Why would a subscriber open your next e-mail if they no longer trust you?
5.    Using “Alert” or “News” or “Bulletin” in subject lines significantly boosts open and click-through rates.
6.    Using “Daily” or “Weekly” in subject lines boosts open and click-through rates whereas “Monthly” hurts open rates and click-through rates.
7.    Using the words “Sale” or “New” or “Video” in subject lines boost open and click-through rates.
8.    For B2B companies, subject lines that contained “money,” “revenue,” and “profit” performed the best.
9.    64% of people say they open an e-mail because of the subject line.
Takeaway: The key to higher opens and click-through rates is consistency (daily or weekly), urgency (alert, news, bulletin), and special offerings (sale, new, video).  Don’t use insane subject lines unless they deliver as promised.  Run A/B Split Tests for subject lines when sending e-mails.

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LIST & DELIVERABILITY
1.    Almost half of subscribers are inactive on an e-mail list.
2.    Over 20% of marketing e-mails never make it to a subscriber’s inbox.
3.    E-mail open rates are noticeably lower on weekends than on weekdays.
4.    Sending four e-mails in a month instead of one significantly increases the number of consumers opening more than one e-mail.
5.    76% of e-mail opens occur in the first two days after an e-mail is sent.
6.    Gmail opens have decreased by 27% since May.
7.    82% of consumers open e-mails from companies.
8.    Suppressing anyone in your list who hasn’t engaged with your e-mails in over a year increases your deliverability rate by 3-5% immediately.
9.    Less than 1 in 2000 subscribers mark an e-mail as SPAM.
10.  This year, about 84% of all e-mail traffic will be spam.
11.   Roughly half of an e-mail list will be active – either opening or clicking on e-mails.
12.  Lists are responsible for 50% of the success or failure of a mailing and e-mailing campaign.
Takeaway:  Clean out your e-mail list every few months and avoid sending on weekends.  When selecting e-mail marketing software, make sure deliverability is strong.

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TESTING & OPTIMIZATION
1.    Design and content is the most time-consuming e-mail activity for marketers and it is taking away from spending time on testing and optimization.
2.    17% of marketers are not tracking e-mail marketing metrics for their organizations.
3.    E-mails that include social sharing buttons have a 158% higher click-through rate.
4.    Monday e-mails had the highest revenue per e-mail. (Experian 2012 Q4 E-mail Benchmark Report)
5.    A winning subject line test can beat a long-standing control by 100% or more.
Takeaway:  Use e-mail tools to spend less time designing and more time on testing and optimization.

These statistics tell a compelling story.  E-mail is still the preferred mode of communication, is still biggest driver of new leads, has an astronomical ROI, and should clearly be one of your top marketing priorities.

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About Mark Gottlieb

Accomplished, out-of-the-box thinking, marketing executive with a proven record of helping start up to Fortune 500 companies penetrate domestic and overseas markets. Adept at using direct marketing, social media, and MARCOM to accomplish company goals.
This entry was posted in list rental, marketing, online marketing, Search Engine Marketing, Search Engine Optimization, SEM, SEO, social networking, web marketing. Bookmark the permalink.

5 Responses to 73 Astonishing E-Mail Marketing Statistics You Need to Know

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