**This list of email marketing stats was last updated August 2018** Want to hear a scary story? Not Freddy Krueger scary, but more like alarming. Depressing. Even knee buckling. People are still questioning the effectiveness and ROI when it comes to email marketing. Frankly, these people just don’t get it. We feel sorry for these people, and wish them all the best. But the truth is, they’re wrong. Very wrong. If you did a search for email marketing statistics, it would be nearly impossible to find any that make you think email marketing is dead or on its way out the door as an effective marketing channel.
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Below you’ll find our gift to you. We’ve traveled to the corners of the web to find all of the email marketing stats we could find and place them all here for you. So if you’re ever thinking about dumping email marketing, need a strong shot of assurance, or just want to find some interesting email insights, these email stats are your launch pad.
Statistics on Email Marketing Worth Sharing [Delivra Infographic]
For starters, here is quick infographic we whipped up of some of the more impressive email marketing statistics we came across. Stats included:
- 77% of ROI comes from segmented, targeted, and triggered campaigns. – (DMA)
- Email’s ROI was 28.5% compared to 7% for direct mail. – (Chief Marketer)
- The average order value of an email is at least three times higher than that of social media. – (McKinsey)
- 72% people prefer to receive promotional content through email, compared to 17% who prefer social media. – (MarketingSherpa)
- Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. – (QuickSprout)
- Email is 40 times more effective at acquiring new customers than Facebook or Twitter. – (McKinsey)
And Now, Email Marketing Statistics for 2018
94% of people say they get online to check email. It’s the #1 activity on the internet. – (Marketo) 59% of marketers see the most ROI from email. – (Emma) The average office worker checks their email 30 times an hour. – (Marketing Insider Group) 66% of online consumers have made a purchase as a result of an email. – (DMA) Email is the third most influential source of information for B2B audiences, just behind colleague recommendations and industry thought leaders. – (WordStream) Personalized email subject lines increase open rates for consumer products and services companies by 41.8 percent. – (MarketingSherpa) Email newsletter recipients only allocated about 51 seconds to read each email, and often just glance at the content. – (Nielson Group) Including video in email can increase your open rate by 19% and increase your click-through rate by 50%. – (Campaign Monitor) Including video in an email leads to a whopping 200-300% increase in click-through rate. – (Forrester) While the average ROI for email is $38 to every $1 spent, for one in five companies experienced an ROI greater than 70-to-1. – (DMA) 92% of online adults use email, with 61% using it on an average day. Those who were most likely to use email on a daily basis were those with a college degree or an income of Pew Research) 15 Email Statistics That Are Shaping The Future – (Convince and Convert) At 33% less cost than other lead-generating mechanisms, emails generate 50% more sales. – (HubSpot) Emails with social sharing buttons increase click-through rates by 158%. – (Nonprofit Hub) There are 251 email marketing software solutions currently on the market. – (Capterra) 75% of Gmail’s 900 million users access their accounts on mobile devices. – (TechCrunch) As of 2017, there are 3.7 billion global email users. This number is predicted to grow to 4.1 billion users by 2021. – (Statista) 33% of email opens occurred on an iPhone. – (Litmus) 25% of marketers plan to increase spending on email in the year to come. (Emma) It’s estimated that 91% of consumers check email at least once a day on their smartphones. – (Email Monday) 89 percent of marketers say email serves as the primary channel for lead generation. – (Mailgen) 53% of marketers say ongoing, personalized communication with existing customers results in moderate to significant revenue impact. – (DemandGen) Millennials are the age group most likely to check their email from bed (70%), from the bathroom (57%), or while driving (27%). – (Adobe) In Q1 2014, more email was opened on iPhones (38%) than all desktops combined (34%). – (MovableInk) 95% people who sign up for a newsletter from a recognized brand consider the email useful. – (Salesforce) 58% of adults check their email first thing in the morning. – (Customer Intelligence) 65% of users prefer emails to contain mostly images, compared to 35% who prefer text. – (HubSpot) 20% of marketers can directly link their email operations to their company’s primary revenue source. – (Pardot) B2B marketers using marketing automation increase their sales pipeline contribution by an average of 10%. – (Forrester) Proper email list segmentation can double email open rates. – (MarketingSherpa) 83% of B2B marketers rely on email as a primary marketing platform. – (Content Marketing Institute) 61% of consumers like to receive weekly promotional emails and 28% want them even more frequently. – (Email Is Not Dead) Transactional emails produce an average open rate of 72% and a click-through rate of 30%. – (IBM) The top 3 uses of email marketing are newsletters (66%), promotional content (54%), and welcome series emails (42%). – (Pardot) The most common topic among emails in the top 1% of viral emails was events and webinars. – (Litmus) In the United States, the best days to expect higher email click rates are Wednesday and Saturday. – (Omnisend) In 2015, just 79% of commercial emails lands in the inbox, as compared to 83% in 2014. The global email deliverability score has thus decreased by 4%. – (ReturnPath) U.S. white-collar workers say they spend about 6.3 hours per day checking their email. – (Reuters) Using ‘daily’ or weekly’ in subject lines boosts open rates, whereas ‘monthly’ hurts them. – (Sendgrid) 80 percent of marketers agree that email is core to their business. – (Salesforce) When asked to opt-in to receive updates from a company, only 10% elected to do so through Facebook, while 90% chose to receive email newsletters. – (Nielsen Norman Group) The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. – (Radicati Group) 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) Keep your email newsletter content 90 percent informative and 10 percent promotional. – (TrackMaven)
Email Marketing Stats, We Rest Our Case
Bottom line: These email marketing facts don’t lie. Email marketing statistics that are undeniable. Proven results with limitless potential to reach new customers and clients. But to do it right, you need a robust email marketing software and marketing automation strategy. And that’s where we come in. Give us a try and see for yourself. PS: We’ll keep adding new email marketing statistics here as they come out 🙂