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Email Marketing Statistics and Metrics
Email's ROI in 2009 was $43.52 for every dollar spent on it. - DMA (2009)
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Around a quarter of email accounts are corporate accounts, making email marketing well suited to B2B as well as direct consumer marketing. - The Radicati Group "Email Statistics Report, 2013-2017" (2014)

According to MarketingSherpa's 2013 Email Marketing Benchmark Report, the combined average annual unsubscribe rate as estimated by B2B and B2C marketers is 3 percent. - MarketingSherpa "MarketingSherpa 2013 Email Marketing Benchmark Report" (2014)

The Sagefrog Marketing Group surveyed US B2B marketing and management professionals from a cross-section of industries in the summer of 2013 and found that 45% of respondents expected to see an increase in budgets in the next year. - eMarketer "How Digital Time Spend Breaks Down by Device, Gender, Content Area" (2013)

37% of B2C marketers spent 30% or more of their marketing budget on email (the equivalent figure for B2B is 22%). - DMA "National Client Email Report" (2013)

B2C organizations have been particularly successful at moving beyond generic, broadcast email, with less than 20% of email revenue coming from unsegmented email to the whole list. - DMA "National Client Email Report" (2013)

Only 43% of B2B organizations put welcome messages to use. - DMA "National Client Email Report" (2013)

The most agreed upon purpose of email marketing for both B2B (77%) and B2C (78%) is retention. - DMA "National Client Email Report" (2013)

Both B2B (55%) and B2C (56%) expect their company's expenditure on email to increase. - DMA "National Client Email Report" (2013)

53% of B2C and 49% of B2B companies allocate at least 10% of their marketing budget on email. - DMA "National Client Email Report" (2013)

43% of B2B companies report a level of advanced competence in email marketing. 40% of B2C companies only feel very comfortable with the essentials in email marketing. - DMA "National Client Email Report" (2013)

Listed from most effective to least, the top three marketing tactics delivering the best ROI when integrated with email for B2B companies include online marketing, social networking sites, and mobile marketing. The top three for B2C companies include online marketing, direct mail, and social networking sites. - DMA "National Client Email Report" (2013)

97% of Fortune 500 B2B companies use forms for email newsletter sign up, or demo requests. - ClickZ "25% of Fortune 500 B2B Companies Have Adopted Marketing Automation" (2013)

Only 25% of Fortune 500 B2B companies use forms to protect content and capture email addresses. - ClickZ "25% of Fortune 500 B2B Companies Have Adopted Marketing Automation" (2013)

More than 60% of B2B marketers are using email for drip nurturing. - Pardot "The Changing Role of Email Marketing" (2012)

A majority of B2B companies (65%) allocate less than 25% of their budgets to email marketing, while only 9% are devoting more than 50% of their budgets to email efforts. - Pardot "The Changing Role of Email Marketing" (2012)

The biggest B2B content marketing challenge for most marketers (29%) is now "producing enough content," beating out "producing the kind of content that engages," which is nevertheless still the biggest challenge for 18% of B2B content marketers. - MarketingProfs "2013 B2B Content Marketing Benchmarks, Budgets, and Trends" (2012)

56% of B2B companies are currently using customer relationship management (CRM) software to help maximize their lead generation results. - Buyer Zone "The State of B2B Lead Generation: 2012 Results" (2012)

Customer acquisition, cited by 32% of B2B marketing respondents, and lead nurturing (27%) are the two primary goals of email programs. - BtoB "Email Marketing: A Legacy Channel Continues to Deliver" (2012)


BrightWave Marketing is North America’s leading email marketing focused digital agency. The award-winning firm specializes in elevating email marketing and digital messaging programs that drive revenue, cut costs and build relationships. We offer strategic services, creative services and a full service offering.

Headquartered in Atlanta, GA, BrightWave Marketing works with a blue chip client roster, including Chick-fil-A, Cox Business, Phillips 66 and ServiceMaster. For more information, please visit BrightWave Marketing.