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70 Email Marketing Stats Every Marketer Should Know
Time and time again, you’ve been asked to prove the effectiveness and ROI of your organization’s marketing efforts—especially when it comes to email marketing. And email marketing is the king of the marketing kingdom with a 4400% ROI and $44 for every $1 spent.
But email marketing’s reach goes way beyond ROI, which is why we’ve assembled a massive list of email marketing statistics every marketer needs to know.
Here, you’ll find data-backed email marketing stats on everything from email automation, mobile emails, to email personalization and more.
Email automation
1) Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue. – Experian
2) Revenue for B2B marketing automation systems increased 60% to $1.2 million in 2014, compared to a 50% increase in 2013. – VentureBeat
3) Email marketing technology is used by 82% of B2B and B2C companies. – Ascend2
4) 95% of companies using marketing automation are taking advantage of email marketing. – Regalix
5) 56% of companies currently use an email marketing provider and are 75% or more likely to be purchasers of marketing automation software over the next year. –VentureBeat
6) There were nearly 11x more B2B organizations using marketing automation in 2014 than in 2011. – SiriusDecisions
7) B2C marketers who leverage automation have seen conversion rates as high as 50%. – eMarketer
8) Automated email messages average 70.5% higher open rates and 152% higher click-through rates than “business as usual” marketing messages. – Epsilon Email Institute
9) In 2014, 70% of businesses were currently using a marketing automation platform or were implementing one. – Aberdeen
10) Over 75% of email revenue is generated by triggered campaigns, rather than one-size-fits-all campaigns. Automated email campaigns account for 21% of email marketing revenue. – DMA
11) As of 2013, 25% of Fortune 500 B2B companies had adopted email marketing automation. – ClickZ
12) Companies who send automated emails are 133% more likely to send relevant messages that correspond with a customer’s purchase cycle. – Lenskold and Pedowitz Groups
Mobile emails
13) About 53% of emails are opened on mobile devices. – Campaign Monitor
14) 23% of readers who open an email on a mobile device open it again later. –Campaign Monitor
15) 75% of Gmail’s 900M users access their accounts via mobile devices. –TechCrunch
16) Data for over 1.8 billion opens from campaigns sent in 2013 shows that mobile is the most popular environment for a subscriber’s first interaction with an email. –Campaign Monitor
17) From 2011 to 2013, email opens on mobile phones devices increased by 30%. –Campaign Monitor
18) The iPhone is the most common mobile device subscribers use to open their email for the first time. – Campaign Monitor
19) Though the number of new Internet users is growing at less than 10% per year, the number of new smartphone subscribers is growing at a 20%+ rate. –TechCrunch
20) Between the iPad, iPhone and iPod Touch, nearly 90% of all mobile opens occurred on an Apple device. *Note: Data is likely skewed by the fact that Apple devices display images by default (whereas many Android email clients don’t.) – Campaign Monitor
21) One out of every three clicks within an email occurs on a mobile device. – Campaign Monitor
22) It is more common for a reader’s second open to be on a mobile device than it is on a different device: 70% will stick with their mobile device, and 30% will go elsewhere. – Campaign Monitor
23) Mobile readers who open an email a second time from a computer are 65% more likely to click through. – Campaign Monitor
Email personalization
24) Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. – Aberdeen
25) 74% of marketers say targeted personalization increases customer engagement. – eConsultancy
26) Only 39% of online retailers send personalized product recommendations via email. – Certona
27) Emails with personalized subject lines are 26% more likely to be opened. – Campaign Monitor
28) Personalized emails deliver 6x higher transaction rates. – Experian
29) 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. – DemandGen
30) Segmented and targeted emails generate 58% of all revenue. – DMA
31) 75% of enterprises will be investing in personalized messaging in 2015. –VentureBeat
32) Marketers have noted a 760% increase in revenue from segmented campaigns. – Campaign Monitor
33) Marketers see an average increase of 20% in sales when using personalized web experiences. – Monetate
34) 50% of companies feel they can increase interaction within email by increasing personalization. – Experian
35) Personalized promotional emails had 29% higher unique open rates and 41% more unique click-through rates in 2013. – Experian
Email engagement
36) You are 6x more likely to get a click-through from an email campaign than you are from a tweet.- Campaign Monitor
37) Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – McKinsey
38) 81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email. -eMarketer
39) When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. – DMA
40) Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. – QuickSprout
41) 72% people prefer to receive promotional content through email, compared to 17% who prefer social media. – MarketingSherpa
42) Including a call to action button instead of a text link can increase conversion rates by as much as 28%. – Campaign Monitor
43) Email marketing drives more conversions than any other marketing channel, including search and social. – Monetate
44) A message is 5x more likely to be seen in email than via Facebook. – Radicati
45) 4.24% of visitors from email marketing buy something as compared to 2.49% of visitors from search engines and 0.59% from social media. – Monetate
46) Sending four emails in a month instead of one significantly increases the number of consumers opening more than one email – WhoIsHostingThis “Email Deliverability 101.”
Email ROI
47) Email marketing has an ROI of 3800%. – DMA
48) The average order value of an email is at least three times higher than that of social media. – McKinsey
49) 60% of marketers use conversion rates to evaluate an email’s effectiveness. – DMA
50) Nearly 1 in 5 companies (18%) reported an ROI of more than $76 in 2014, which is 3x more than 2013 figures (5%). – DMA
51)Email’s ROI was 28.5% compared to 7% for direct mail. – Chief Marketer
52) Revenue per email was $0.11 in Q1 2014 compared to $0.10 in Q4 2013. –Experian
53) 29% of marketers look at ROI metrics to evaluate email effectiveness. – DMA
54) For every $1 spent, email marketing generates $44 in ROI. – Campaign Monitor
55) Emails triggered by behavior were responsible for 30% of revenue in 2014, up from 17% in 2013. – DMA
56) 77% of ROI comes from segmented, targeted, and triggered campaigns. – DMA
57) 50% of marketers anticipate their company’s spend on email to increase during 2015. – DMA
General email statistics
58) The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. – Radicati Group
59) Employees spend 13 of their working hours each week in their email inbox (on average). – McKinsey & Company
60) 92% of online adults use email, with 61% using it on an average day. – Pew Research
61) 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week. – ChoozOn
62) 90% of email gets delivered to the intended recipient’s inbox, whereas only 2% of your Facebook fans see your posts in their News Feed. – Forrester Research
63) 68% of Americans say they base their decision to open an email on the ‘From’ name. – Campaign Monitor
64) Across all editions, Outlook accounts for 56% of all desktop email opens and nearly 16% of total opens in any environment. – Campaign Monitor
65) Six in ten (61%) American workers who use the Internet say email is “very important” for doing their job. – Pew Research
66) Non-office-based workers to say the Internet, email, and cell phones have given them more flexibility in the hours they work (51% vs. 19%) but also that these tools have increased the amount of time spent working (47% vs.18%). – Pew Research
67) 83% of B2B marketers use email newsletters for content marketing. – Content Marketing Institute
68) 76% of marketers see active growth in their number of email subscribers. –Ascend2
69) Open rate is highest when companies send two emails per month. – Database Marketing Institute
70) At 1.47 million emails sent per month, US companies send more emails than the global average of 1.38 million. – MarketingLand
71) Bloggers who earn over $50,000 per year are more than 2x as likely to focus on email marketing technology compared to less-successful bloggers. – GrowthBadger
Bonus: Even more email marketing stats
72) 61% of consumers prefer to be contacted by brands through email. – Adobe
73) 50% of small and medium-sized business use their marketing automation software to send email drip campaigns. – Statista
74) 64% of email marketers tried using mobile-optimized designs to attract and engage new marketers while only 32% experimented with optimizing send time. – Retail Touch Points
75) 66% of marketers personalize their emails based on age data. – Yes Life Cycle Marketing
76) 67% of email marketers plan to use data to better personalize email content to boost engagement, sales, and customer retention. – Statista
77) 65% of marketers rated dynamic content in e-mail as their most effective personalization tactic. – One Spot
78) Globally, 30% of marketers cite email marketing as having the highest ROI. – Smart Insights
79) 77% of marketers say they use email to send personalized content to their subscribers. – Evergage
80) 27% of users in the United States use ad blockers. – Reuters
81) Only 9% of email subject lines contain emojis. – Get Response
Wrap up
Armed with these email marketing statistics, you know that email marketing is as relevant as ever, especially when marketers tap into the best practices proven to drive conversions, encourage customer loyalty, and increase brand awareness. Though it seems like every year sees the advent of some new technology heralding the end of email marketing, it’s still one of the highest performing channels available to marketers.
Now get out there and make the marketing world a better place using the power of email marketing.
