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Inbound Marketing Blog

    23 Tweetable Stats on Email Marketing Tactics and Trends

    Posted by Jasmine Henry

    Email Still Isn’t Dead!

    There were 1.3 billion Google search results for the phrase “email is dead” when I sat down to write this. Even though some may think that the era of connecting with consumers via their inbox is over, the numbers tell a very different story. Email is actually better than it’s ever been before, and companies who take advantage of the growing need for mobile-optimization and the very latest stats on best practices could see an ROI that makes interruption marketers want to cry.

    As the public’s adoption of mobile technology and the Internet continues to grow, email marketing has proven to be one of the most rapidly changing fields within the arena of marketing. If you needed any more evidence that marketing is really a game for the most nimble, take the following stats to heart:

    Email Trends

    1. There has been a strong increase in average email open rates, rising from 18.35% to 21.47% in the last 12 months. (source: Sign-Up.To 2013 Email Marketing Benchmark Report

    2. B2B emails achieved the highest open rates at 27.97%, while and Sport & Leisure emails achieved open rates of 25.57% on average. (source: eConsultancy


    email marketing tactics

    image credit: eConsultancy


    3. Revenue per email grew 8%, from $0.13 in 2011, to $0.14 at the end of Q12. Revenue per email on a quarter-over-quarter basis was up 30%. (Source: Experian

    4. 40% of B2B marketers rated the leads generated by email marketing house lists as high quality. (Source: Software Advice Survey

    5. Only a 2% of marketers rate leads generated from email marketing as “high cost,” representing the lowest cost marketing channel. (Source:Software Advice Survey

    6. Consumers who receive email marketing spend 83% more when shopping. (Source: iContact

    7. Average return on email marketing investment: $44.25 for every dollar spent. (Source: iContact

    Industry Insights

    8. Click-to-open rates fell 11.4%, from 16.2% in 2011 to 14.4% at the end of 2012. (Source: Experian

    9. Average orders from email marketing rose 12.0%, from $160.99 in 2011, to $180.25 at the end of 2012. (Source: Experian

    10. Average bounce rates declined 27.9%, from 3.1% in 2011, to 2.3% at the end of 2012. (Source: Experian)

    Consumer Insights

    11. 61% of people state that "not being interested in an email" was the most common reason for not opening an email, followed by "getting too many emails" at 45%. (Source: Chadwick Martin Bailey, 2012

    12. Commercial emails account for 70% of spam complaints. (Source: Return Path’s Email Intelligence Report for Q3 2012

    13. 82% of consumers open email from companies. (Source: Litmus

    Mobile Email

    14. The average person checks their smartphone 34 times a day. (Personal and Ubiquitous Computing

    15. 25% of companies report having a “well-defined mobile strategy,” while roughly half have some strategic pieces in place. (source: eConsultancy

    16. 64% of decision-makers read their email via mobile devices. (Source: TopRankBlog) 

    Best Practices

    17. Emails issued on Saturdays and Sundays had higher open, click, and transaction rates—but much lower volume. (Source: Experian

    email marketing tactics


    18. Campaigns issued from 8 p.m. to 4 a.m. had higher responses than the more popular 4 a.m. to 12 p.m. time period. (Source: Experian)

    email marketing tactics

    Subject Lines

    19. For B2B companies, subject lines that contained the terms “money,” “revenue,” and “profit” perform the highest. (Source: Adestra July 2012 Report

    20. Subject lines that contained the terms “ROI,” “asset,” and “industry" perform the lowest. (Source: Adestra July 2012 Report

    21. Subject lines with 30 or fewer characters performed above average in opens and clicks. (Source: Adestra July 2012 Report

    22. Personalized subject lines are 22.2% more likely to be opened. However, personalized emails had a clickthrough rate 16.5% lower than average. (Source: Adestra July 2012 Report

    23. 64% of people say they open an email because of the subject line. (Source: Chadwick Martin Bailey

    image credit: feelart/freedigitalphotos.net email marketing tactics

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    Topics: Social Media, Inbound Marketing