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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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Segmentation

760% of email revenue came from segmented emails in 2013, up from 55% in 2012 - DMA "DMA’s National Client Email Survey 2014" (2014)

38% of marketers segment for 6+ audiences, 11% don’t segment at all - DMA "DMA’s National Client Email Survey 2014" (2014)

56% of client marketers plan to increase their budget allocation to email in 2014 - DMA "DMA’s National Client Email Survey 2014" (2014)

College-aged recipients have an optimal send time distribution that is shifted to the right with a peak at 1pm instead of the typical 10am - MailChimp "Insights from MailChimp’s Send Time Optimization System" (2014)

Marketers are increasing their use of segmentation: the number segmenting into more than six different audiences rose from 29% in 2011 to 37% in 2012. - DMA "National Client Email Report" (2013)

The number of email marketers not segmenting their lists dropped from 19% in 2011 to 15% in 2012. - DMA "National Client Email Report" (2013)

Email marketers estimate 30% of email revenue derives from targeting to specific segments. - DMA "National Client Email Report" (2013)

85% of digital marketers surveyed use list segmentation/targeting. - Lyris "The Lyris Digital Optimizer Report" (2012)

39% of those surveyed believe segmenting by demographics is the most effective method, whereas only 6% believe it is most effective to segment by social media activity. - Lyris "The Lyris Digital Optimizer Report" (2012)

The most popular tactic employed via email marketing to generate more business during the 2012 holiday season was segmentation and targeting (45.5%). - StrongMail "2013 Marketing Trends Survey" (2012)

51% of B2B marketers are using behavioral segmentation. - Pardot "Survey Reveals Changing Role of Email Marketing" (2012)

Despite the fact that targeted sends have a 40% higher open rate, 80% of marketers are still emailing the same content to all subscribers. - Experian "The 2012 Digital Marketer: Benchmark and Trend Report" (2012)

Segmented email campaigns produce 30% more opens than undifferentiated messages. - Monetate "Intelligent Email Marketing that Drives Conversions" (2012)

Segmented email campaigns produce 50% more click through's than undifferentiated messages. - Monetate "Intelligent Email Marketing that Drives Conversions" (2012)

Untargeted email programs increase costs by as much as 3.6 times the cost of targeted programs. - Relevancy Group "Realizing the Value of Email Marketing" (2010)

48% of email marketers have used demographic data to target email messages, while 45% have used geographic data, and just 38% have used email click behavior to segment messaging. - Revelancy Group "Realizing the Value of Email Marketing" (2010)

42.2% of US email marketers always use segmentation strategies tactics when building their lists. - JangoMail "Email Marketing Survey" (2010)

32.4% of US email marketers never or not often use segmentation tactics when building lists for deployment. - JangoMail "Email Marketing Survey" (2010)

70% of US online marketers currently use email segmentation tactics, while 14% say they plan to in the future. - Lyris (2010)

59.4% of SMB marketers worldwide plan on using interest-based segmentation in upcoming email campaigns. - GetResponse "2010 Email Marketing Trends Survey" (2010)

34.9% of SMB marketers worldwide plan on using recent open or click-rate activity as a segmentation tool in upcoming email campaigns. - GetResponse "2010 Email Marketing Trends Survey" (2010)

44.8% of SMB marketers worldwide believe using behavioral targeting segmentation can result in a significant increase in email marketing effectiveness. - GetResponse "2010 Email Marketing Trends Survey" (2010)

Among marketers worldwide surveyed in 2009, 93% believe segmentation was at least somewhat valuable for improving conversion rates.- Econsultancy (2009)

Open rates for segmented versus non-segmented campaigns are as much as 20% higher on average for the first 30 days. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

Open rates for segmented versus non-segmented campaigns are 12.4% higher for days 60-90. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

Open rates for segmented versus non-segmented campaigns are anywhere between 11% and 15% the last 90 days of the year. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

Click rates for segmented versus non-segmented campaigns are doubly high for the first 30 days with a slight increase for 60-90 days. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

Click rates for segmented versus non-segmented campaigns are five times higher the last 90 days of the year. - MarketingSherpa "Email Marketing Benchmark Guide 2008" (2008)

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