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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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Email Creative/Design

56% of brands do a major email redesign once a year. - Litmus "2016 Litmus State of Email Design" (2016)

In designs used for Segmented, Transactional, and Triggered emails over 59% of email marketers use responsive design for all three types. - Litmus "2016 Litmus State of Email Design" (2016)

On average 61% of email marketers follow 20 or more brands for inspiration. - Litmus "2016 Litmus State of Email Design" (2016)

51% of companies surveyed in Litmus State of Email Design use Alt text for images in their emails. - Litmus "2016 Litmus State of Email Design" (2016)

52.2% of companies have used retina - optimized images at least once. - Litmus "2016 Litmus State of Email Design" (2016)

75.9% of emails sent by the companies surveyed have used personalization more than once that is most complex than first-name merges. - Litmus "2016 Litmus State of Email Design" (2016)

83% of consumers say a seamless experience across all their devices is important to them. - ExactTarget "2014 Mobile Behavior Report" (2014)

Video Email Marketing offers a return 280% higher than traditional emails. - Email Monks "Video Email Arsenal" (2014)

58% of all users will be able to play video in email. - Email Monks "Video Email Arsenal" (2014)

42% of all users will be able to see the fallback image instead of video. - Email Monks "Video Email Arsenal" (2014)

75% of marketers haven't incorporated video in email yet. - Email Monks "Video Email Arsenal" (2014)

25% of marketers are very likely to incorporate video in email. - Email Monks "Video Email Arsenal" (2014)

If a message doesn’t look good on their small screens, 70% say they’ll just delete it, while 23% will look at it again on a computer and 16% will unsubscribe. Only 9% will try to read the message on their smartphone. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

Fifty-two percent of marketers have used animated gifs in their email campaigns. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

Animated gifs and cinemagraphs produce higher transaction-to-click rates. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

Don’t rely solely on images to get your message across—60% of email clients block images by default. - ExactTarget "4 Email Design Tips to Drive Clicks" (2012)

A laptop or desktop computer is the primary email device for 84% of U.S. adults, while 14% primarily use a mobile device and 2% use a tablet. - Chadwick Martin Bailey "10 Facts about How and Why Consumers Like and Subscribe" (2012)

Mobile emails without 15 pixels of padding for call-to-action buttons have a 28% lower conversion rate, because people are being taken to the wrong place on your website thanks to a 'tap error'—they accidentally hit the wrong button and went to the wrong page. - Chief Marketer "Email Trends: The Importance of Tap Errors, Alt Tags and Mobile Design" (2012)

Nearly one-third of all mobile clickthroughs are accountable as tap errors. - Chief Marketer "Email Trends: The Importance of Tap Errors, Alt Tags and Mobile Design" (2012)

Adding alt tags and text is a simple step that many marketers skip—and it can lower your response rate by 14%. Up to 67% of B2C recipients and 42% of B2B recipients will see disabled images in your email messages where alt tags could have been used. - Chief Marketer "Email Trends: The Importance of Tap Errors, Alt Tags and Mobile Design" (2012)

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When Subscribers are no longer interested in a company's permission emails, the typical action of 67% of subscribers in to click the unsubscribe link. - ExactTarget "The Social Break-Up" (2011)

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)

40% of US online marketers currently use dynamic content in their email design. - Lyris (2010)

Only 33 percent of those surveyed have images turned on by default in their email client. This is a vast difference from 2006, when the figure was a still concerning 55 percent.- MarketingSherpa, (2010)

Visual appeal is an important factor for retail customers- and accordingly HTML formatting was favored by 95% in 2009, up from 86% in 2008. - E-Tail Group "More Merchants Rely on Email to Minimize Cart Abandonment"(2010)

37% of major online retailers provide a link to change or manage subscription preferences and 22% provide a "change email address" link. Looking to capitalize on forwards, 18% of retailers also include a subscribe link. - Smith-Harmon "Retail Email Unsubscribe Benchmark Study" (2010)

Over 80% of respondents plan to use video emails in 2010, while in 2009 only 15.7% of responders used video in their email campaigns.- GetResponse "2010 Email Marketing Trends Survey" (2010)

64% of marketers plan to use video in e-mail for the first time in 2010. - GetResponse "2010 Email Marketing Trends Survey" (2010)

16% of mobile users' permission-based email is viewed on mobile devices - five points higher than last year. - Merkle Interactive Services (2009)

84% of mobile users' permission-based email is viewed on PCs. - 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)

55% of retailers will use emails to highlight new product availability. - Forrester Research and Shop.org "Retailing Online 2009: Marketing Report" (2009)

53% of retailers will use emails to feature online-only promotions. - 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)

62% would like communicate directly with retailers about their favorite products in exchange for getting the best prices from them. - PMN and Pace University's Lubin School of Business'(IDM) Lab (2009)

For advertising-oriented lists, 57% of marketers surveyed said that "emailing unique content by segment" produced routinely justifiable results. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

Emails with 20 or more links got about twice as many clicks as those with fewer links. - MailerMailer (2008)

53% of consumers say email is irrelevant - David Daniels, Vice President, JupiterResearch (Dec. 2007)

40% of small businesses execs want to see "how-to" type of content in their (email) newsletter. - Bredin Business Information (2007)

When asked why recipients stopped subscribing to opt-in emails, more than one-half said the content was no longer relevant, and 40% said they were getting too many offers. - JupiterResearch (2007)

26% of small businesses execs want to see topics about strategy and leadership in their (email) newsletter. - Bredin Business Information (2007)

Over 40% of the respondents cited "a good offer or deal" as the most important factor in their decision to make an online purchase. - Endai Worldwide (2007)

Over 21% indicated that the emails they open and buy from are about something they're "specifically interested in." - Endai Worldwide (2007)

63.7% of online merchants believe they are creating the right mix of graphics and content to attract customers. - Internet Retailer (2007)

64% of online merchants keep key points of content high up in the body of the message. - Internet Retailer (2007)

26.6% of online customers use preview panes (instead of look at your whole email). - MarketingSherpa (2007)

64% of people who are offered preview panes start using them as their default. - MarketingSherpa (2007)

69% of at-work email users usually view emails in their preview panes. - MarketingSherpa (2007)

80% of at-work users in the US rely on Outlook, which offers preview panes. - MarketingSherpa (2007)

38% of online consumers now use preview pane 'capable' email clients. - MarketingSherpa (2007)

64% of people who are offered preview panes start using them as their default. - MarketingSherpa (2007)

59% of online customers routinely block images. - MarketingSherpa (2007)

Non-ASCII, non-encoded subject lines broke/rendered incorrectly in both the List View and Message View at 44% of the top tier ISPs, notably AOL, Cablevision, and Earthlink. - Pivotal Veracity (2007)

Non-ASCII, encoded subject lines broke/rendered incorrectly in the List View at 41% of the top tier ISPs. - Pivotal Veracity (2007)

Non-ASCII, encoded subject lines broke/rendered incorrectly in the Message View at 53% of the top tier ISPs, notably Hotmail, Yahoo and Comcast. - Pivotal Veracity (2007)

21% of the emails reviewed appeared completely blank when images were turned off, or stripped inside a variety of email clients. - Email Experience Council (2007)

28% showed relevant copy, but had no working links. - Email Experience Council (2007)

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