100 Epic Email Marketing Statistics to Help Put Email in Perspective
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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!
Update: Want to share these statistics? Feel free to embed the slideshow below.
2.4 billion Number of email users in 2013 | Source
3.6 billion Number of email accounts in 2013 | Source
2.7 billion Estimated number of email users by 2017 | Source
3.9 billion Estimated numbers of email accounts by 2017 | Source
6% Annual growth rate of email accounts over the next four years | Source
182 billion Emails sent per day in 2013 | Source
207 billion Estimated number of emails sent per day by 2017 | Source
838 billion Marketing emails that were sent in 2013 | Source
54% Emails sent by businesses that are marketing messages | Source
91% Consumers who check their email at least daily | Source
74% Online adults who prefer email over direct mail for commercial communications | Source
1.7% Average click-thru rate for B2B marketing emails in Q2 2013 | Source
60% Marketers who believe email is an ROI-producing activity | Source
66% Online consumers that have made a purchase as a result of an email | Source
71% Consumers aged 45-54 that have made a purchase as a result of an email | Source
4,300% Email marketing’s ROI | Source
48% Emails opened on mobile devices | Source
11% Marketing emails that are mobile responsive | Source
33% Email recipients that open emails based only on the subject line | Source
40% B2B marketers that rate email marketing leads as high quality | Source
80% Content marketers that use email marketing | Source
15% In-house marketers who admit their email marketing is poor | Source
23.63% Emails opened within an hour of being received | Source
49% Businesses that are testing the right day and time to send their emails | Source
2-5pm Time of day when most emails are opened | Source
10pm-9am The worst time to send emails | Source
187% Increase in average revenue per email recipient for eBags after optimizing the best times to send | Source
22.3% Open-rate increase with personalized subject lines | Source
70% Brands that don’t personalize their emails | Source
55% Companies that generate more than 10 percent of sales from email | Source
8% Companies that generate more than half of sales from email | Source
50% Marketers who say the quality of their email database inhibits successful marketing | Source
49% Marketers who clean their email lists on a regular basis | Source
26% Marketers who personalize emails | Source
20% Companies that send abandoned shopping cart emails | Source
27% Companies that don’t optimize their emails | Source
74% Companies who regularly test email strategies that report a positive ROI | Source
33% Marketers who don’t know if their emails are read on mobile devices | Source
25% Companies that optimize their emails for mobile devices | Source
90% Marketers who say they don’t spend enough time on subject lines | Source
-18.7% Decrease in click rates when the word ‘newsletter’ is used in subject lines | Source
61.8% Increase in clicks when using the word ‘alert’ in subject lines | Source
7.5% Average click rate in the Security and Law Enforcement industry | Source
4.4% Bounce rate for companies that send emails less than once per month | Source
0.5% Bounce rate for companies that send emails more than once per week | Source
13.2% Open rate of emails with personalized content | Source
12.9% Open rate of emails with personalized subject lines | Source
5.3% Open rate of emails that used both personalized subject lines and content | Source
15.8% Open rate of emails with subject lines between four and 15 characters | Source
2.6% Click rate of emails with subject lines between four and 15 characters | Source
1.6% Click rate of emails with subject lines greater than 16 characters | Source
15% Percentage of the average marketing budget spent on email | Source
92% Businesses that use email to share information and news about their company | Source
3,489 Average size of an email database for companies with annual revenue between $1 million and $50 million | Source
25% Companies with an annual revenue between $1 million and $50 million that have less than 1,000 people in their email database | Source
21% Companies with an annual revenue between $1 million and $50 million that have more than 10,000 people in their email database | Source
6% Companies that send emails to their entire list every day | Source
10% Companies that send emails to part of their list every day | Source
39% Companies that send emails to their entire list once per week | Source
64% Companies that integrate email marketing with social media | Source
74% Companies that measure email success by leads generated | Source
72% Companies that measure email success by actual sales | Source
84% Companies that use email to solicit feedback from customers | Source
28% Average goal for annual growth of email lists | Source
11% Businesses who say the cost of acquiring new email subscribers is too high | Source
50% Companies who coordinate email marketing with events like trade shows | Source
48% Companies who coordinate email marketing with direct mail | Source
34% Companies who have a team dedicated to email marketing | Source
20% Companies who have assigned email marketing to one person | Source
9% Companies who outsource email marketing to an agency | Source
43% Email recipients who mark messages as spam based on the ‘from’ address and sender name | Source
21% Email recipients who mark email as spam when they know it isn’t | Source
17% Americans who create a new email address every six months | Source
9% Increase in ROI if marketers optimized email for image blocking | Source
84% Percentage of all email that is spam | Source
$156 million Email ad revenue in 2012 | Source
10% Annual growth of email marketing spending | Source
82% Consumers who open marketing emails | Source
24% Litmus emails opened on iPhones | Source
72% People who check their email in bed | Source
87% People who check their personal and work email together | Source
17 – 22 point Recommend range of font sizes for mobile emails | Source
46 px Recommended minimum size for buttons in mobile emails | Source
63% Percentage of email lists that are inactive | Source
18.3 kilobytes Size of the average email | Source
0.25% Average unsubscribe rate | Source
82% Consumers who have signed up for email programs on brand websites | Source
53% Consumers who have given their email address to a sales clerk | Source
28.5% Consumers who have subscribed to an email program in a mobile app | Source
14.5% Consumers who have signed up for an email program via text message | Source
72% Consumers who sign up for emails to get discounts | Source
8.2% consumers who sign up for emails because they love the brand | Source
74.4% Consumers who expect a welcome email when they subscribe | Source
35.4% Consumers who unsubscribe from emails because they are sent too frequently | Source
14% Consumers who unsubscribe from emails because they are tired of the brand | Source
52.9% Consumers who never ‘opt down’ (change email frequency or type after unsubscribing) | Source
60% B2B marketers that have used video in their emails | Source
3x Email conversion rates are three times higher than social media | Source
17% Difference in value between email conversions and social media conversions | Source
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