Industry Email Marketing Statistics & Benchmarks

For the most up-to-date research, please visit EmailStatCenter, the Web's Definitive Source of Statistical Data for the Email Marketing Industry.

Benchmarks

• Average Open Rate: 22.0% - Epsilon Q3 2010 Email Trends and Benchmark (Jan 2011)
• Average Click-Through Rate: 5.4% - Epsilon Q3 2010 Email Trends and Benchmark (Jan 2011)
• Average Delivery Rate: 96.1% - ReturnPath (2010)

General Trends & Findings

Email Marketing

• Nearly two-thirds of companies will increase spending on email marketing, and 57% will put more dollars toward social media marketing in 2011. - Strongmail (Dec 2010)
• Friends-and-family emails had an open rate of 20.4% vs. 14.3% for identical promotions without the friends-and-family messaging sent by the same companies. - Experian (Nov. 2010)
• Email consumption on mobile devices equals almost ½ of every hour spent on mobile internet - Nielson Mobile Media View Internet (May 2010)
• 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)
• Facebook is the most commonly used social media site to be integrated into email campaigns, with 80% of North American online marketers having used it. - Lyris Inc "The Lyris Annual Email Optimizer Report" (2010)
• 45 percent of mobile users stated the best time for companies to send e-mail is only when it is necessary as compared to 39 percent of their non-mobile peers. - e-Dialog "Manifesto for E-mail Marketers: Consumer Demand Relevance" (2010)
• 94% of daily email users subscribed to marketing messages - ExactTarget "Subscribers, Fans, and Followers: The Social Profile" (2010)
• Just 38% of email marketers have used email click behavior to segment their messaging. - Revelancy Group (2010)
• 85% of smartphone users check their email on their smartphones (e.g. read the subject line and from address), and 82% actually read their email on their smartphone. – ExactTarget (2009)
• Email's ROI in 2009 was $43.52 for every dollar spent on it. - DMA (2009)
• Nearly a third of survey respondents (32%) said they have stopped doing business with at least one company altogether as a result of its poor email practices - Merkle (Feb 2009)
• 42% percent of email marketers do not know their return on investment from email marketing. Econsultancy and Adestra - Email Census (2009)
• Email drove an average of $0.14 in revenues per delivered message. - Epsilon "Q3 2008 Email Trends and Benchmark" (Jan 2009)
• Between the U.S. and Canada, more than 20% of commercial, permission-based email doesn't reach the inboxes of intended subscribers. - Return Path (2009)
• Subscribers who receive promotional permission-based email estimate that they delete 55% without opening. - Merkle Interactive Services (2009)
• 44% of email users said email inspired at least one online purchase and 41% said it prompted at least one offline purchase. - JupiterResearch's The Social and Portable Inbox (2008)
• 84% of mobile users' permission-based email is viewed on PCs. - Merkle Interactive Services (2009)
• 57% of consumers feel they have a more positive impression of companies when they receive email from them. - Epsilon "Branding Survey" (Feb 2009)
• 59% of email users spend more than 20 minutes a week with permission email and 27% spend an hour or more weekly. - Merkle Interactive Services (2009)
• Subject lines with brand names in them were shared more often than those with offers. - Silverpop "Emails Gone Viral: Measuring 'Share to Social' Performance" (2009)
• Emails with shorter subject lines significantly outperformed emails with longer subject lines. - MailerMailer (2008)
• 89% of retailers cited email is the most mentioned successful tactic overall. - Forrester Research and Shop.org "Retailing Online 2009: Marketing Report" (2009)
• Only 28% of those between ages 18 and 24 say the email they currently get from companies is relevant to them. - PMN and Pace University's Lubin School of Business'(IDM) Lab (2009)
• 65% of whose email software has spam filters have noticed permission-based emails that have been filtered incorrectly, down four points since last year. - Merkle Interactive Services (2009)
• 75% of respondents say lack of relevance is the biggest reasons subscribers choose to opt out, followed closely by sending too frequently (73%). - Merkle Interactive Services (2009)
• The average retailer can generate an additional $2.9 million annually by integrating cross- and up-sell messages into transactional email. - JupiterResearch (2009)
• 55% of marketers are not optimizing transactional emails at all. - StrongMail (2009)

Did You Know?

We understand the power of electronic communication and know BrightWave Marketing will deliver best in class components to our customer communication and interface for email and social media.
- Chris Passarell, Director of Marketing for RaceTrac Petroleum

Read More »