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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 audience will grow from 2.42 billion in 2014 to 2.7 billion by 2017. - EmailExpert "[Infographic] 10 Must Know Email Marketing Stats 2014" (2014)

95% of online consumers use email. - EmailExpert "[Infographic] 10 Must Know Email Marketing Stats 2014" (2014)

UK brand marketers say the purpose of email marketing is 78% retention. - EmailExpert "[Infographic] 10 Must Know Email Marketing Stats 2014" (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)

Email is expected to grow to $12 billion by 2016 and email traffic is estimated to grow to over 192 billion emails sent per day by 2016. - The Radicati Group, Inc. "Email Market, 2012-2016" (2014)

Of the most received emails, email fans are reading emails from health and beauty (27%), apparel (24%), department stores (24%), and home improvement (23%) categories the most. - ReturnPath "The Inbox Is a Battlefield [Infographic]" (2013)

75% of marketers integrate their email programs with their website. - MarketingSherpa "Email Marketing Benchmark Survey" (2013)

58% of marketers agree the pervasiveness of mobile smartphones and tablets will affect their email marketing program in the next 12 months. 57% agree social media have an effect on their email marketing programs. - MarketingSherpa "Email Marketing Benchmark Survey" (2013)

81% of subscribers will open all mailings on a single type of email client and 19% will use multiple clients. - informz "2013 Association Email Marketing Benchmark Report, Part II: Email Client and Device Metrics" (2013)

40.2% sign up to receive emails from companies to receive discounts. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

72% of respondents read email when they are bored. 67.1% check it at their desk, and 57% when they are at lunch. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

38% of respondents have two personal email accounts, whereas 21% have three accounts. 57% have one business email account. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

Nearly 49% have email accounts for messages they rarely intend to open. That most likely includes marketing messages from senders they don’t trust or care much about. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

91.4% of respondents said they use their smartphone to check their personal email. - Acxiom "Email Marketing and Mobile Devices: A Survey of Consumer Habits and Perceptions" (2013)

56% of businesses say they plan to increase their use of email marketing in 2013; email was second only to social media, which 60% of businesses said they plan to increase. SEO placed third with 41%. - iContact "The Small and Midsize Business Email Marketing Survey" (2013)

55% of marketing professionals agree email marketing is the most effective marketing tactic. - Ascend2 "Marketing Strategy Report" (2013)

50% of small business owners agree email marketing is effective at engaging existing customers and attracting new customers. - Constant Contact "Small Business Technology Pulse Survey" (2013)

Email volume rose by 5.4 percent in Q4 2012 compared to Q4 2011. - Experian "Q4 2012 Quarterly Benchmark Study" (2013)

The top three marketing channels organizations are integrating with their email programs include website (75%), social media (56%), and events such as tradeshows, webinars, etc. (40%). - MarketingSherpa "2013 Email Marketing Benchmark Report" (2013)

Adults will account for 87% of all US email users in 2013. - eMarketer "US Internet Users 2013: Solid, Saturated Market for Web, Search and Email" (2013)

eMarketer expects there to be 216.6 million US email users this year, representing 89% of total internet users. Two out of three people in the US will be email users in 2013. - eMarketer "US Internet Users 2013: Solid, Saturated Market for Web, Search and Email" (2013)

Nearly all adult internet users, or 78.4% of the US adult population, will send an email via any device at least once per month this year. - eMarketer "US Internet Users 2013: Solid, Saturated Market for Web, Search and Email" (2013)

Email marketing remains critical to business, with 89% of respondents declaring email to be “important” or “very important” to their organization. - DMA "National Client Email Report" (2013)

56% of marketers expect to increase their organization's focus in 2013 on email campaigns. - Aquent "Marketing Salaries, Strategies and Trends for 2013" (2013)

Consumers aren’t just accessing email using multiple devices. They’re also using multiple accounts. Almost three-quarters of US email users ages 25 to 40 managed their email this way, according to February 2012 data from BlueHornet. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

Top ten leaderboard of the most popular webmail, desktop, and mobile email clients: #1 Apple iPhone 23% (down -0.41), #2 Outlook 16% (down -0.43), #3 Apple iPad 12% (up +0.17), #4 Apple Mail 9% (down -0.2), #5 Google Android 8% (up +1.15), #6 Live Hotmail 7% (up -0.72), #7 Yahoo! Mail 7% (up +0.02), #8 Gmail 5% (up +0.42), #9 Windows Live Mail 3% (down -0.03), #10 Yahoo! Mail Classic 1% (up +0.14). - Email Client Market Share "Email Client Market Share Leaderboard" (2013)

When asked what purpose email marketing serves 78% cited retention, 70% cited engagement, and 68% cited revenue generation. - DMA "Email tracking report" (2012)

Over four months, there has been 73% increase in email views on iPads, 34% increase on mobile devices, 11% decrease on web-based email programs, and 9.5% decrease on desktop email clients. - Monetate "Intelligent Email Marketing that Drives Conversions" (2012)

69.4% of those surveyed believe the primary value of email marketing is building customer loyalty and retention. 50.1% believe it's primary function is building awareness. 45% think it is for driving revenue. - StrongMail "2013 Marketing Trends Survey" (2012)

The top three email marketing programs employed to generate more business during the 2012 holiday season include promotion of sales or savings, newsletters, and integration of cross/upsell offers into transactional emails. Interestingly, the least popular email marketing program utilized were promotions of in-store sales events. - StrongMail "2013 Marketing Trends Survey" (2012)

3 out of 5 marketers said they were increasing their use of email within their marketing campaigns. - DMA "Take outs from the Email Deliverability Masterclass" (2012)

72% of marketers feel email is great for developing loyal and active customers. - DMA "Take outs from the Email Deliverability Masterclass" (2012)

In 2012, it is estimated that there are over 2.1 billion email users worldwide, including both business and consumer users. This is expected to grow in the next four years to over 2.7 billion users. - The Radicati Group "Email Market, 2012-2016" (2012)

Total worldwide revenues for the Email Market will top $8 billion in 2012 and will grow to over $12 billion by 2016, this is an average annual growth rate of 10%. - The Radicati Group "Email Market, 2012-2016" (2012)

The total worldwide email traffic including both business and consumer emails is estimated to be over 144 billion emails/day at year end 2012 and growing to over 192 billion emails/day by 2016. - The Radicati Group "Email Market, 2012-2016" (2012)

62% of respondents worldwide cited wasting time on non-essential emails as the most challenging aspect of email use. - Mimecast "The Shape of Email 2012" (2012)

76% of respondents considered email to be useful for exchanging a range of information and media, as email is used as a file server, a chat room, a postbox and a broadcast channel. - Mimecast "The Shape of Email 2012" (2012)

Only 14% of daily emails received are seen as crucial to work activities. Respondents said that 8% of all emails they received were spam, and 10% were personal or unrelated. - Mimecast "The Shape of Email 2012" (2012)

We spend an average of 4 hours a day using email, meaning that email impacts approximately 50% of our working day. Adding to this, 39% of users regularly send, receive and check emails outside working hours. - Mimecast "The Shape of Email 2012" (2012)

The top activity performed during simulateneous screen usage (using more than one device at the same time for either a related or unrelated activity) is emailing (60%). - Think with Google "The New Multi-Screen World" (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)

In five years, 47% of B2B marketers believe email marketing will still be relevant; 50% believe it will be irrelevant. 3% of marketers believe email marketing will not be relevant in five years. - Pardot "The Changing Role of Email Marketing" (2012)

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36% of consumers say that email marketing has become more relevant in the last 12 months. - e-Dialog, "2011 EMAIL ATTITUDES REPORT: Email Relevance and the Proliferation of Mobile Email Use" (2011)

66.7% of emails delivered during Q1 2011 were categorized as marketing messages, down from 74.4% the previous quarter. - Epsilon "Q1 2011 Email Trends and Benchmark" (2011)

88% of B2C firms currently use e-mail marketing and another 10% planning to use before December 2011. - Forrester. "How US Marketers Use Email" (2011)

The majority of B2B firms (71%) use e-mail marketing, 16% don't plan to in the next 12 months. - Forrester. "How US Marketers Use Email" (2011)

Email is the preferred method of commercial communication by 74% of all online adults. - Merkle "View From the Digital Inbox 2011" (2011)

63 % of mobile email users check the account a minimum of once per day. - Merkle "View From the Digital Inbox 2011" (2011)

In 2010, 43% of online population believe that email is 'fun', compared to 55% in 2008. - Merkle "View From the Digital Inbox 2011" (2011)

In 2010 30% of total email time was devoted to commerical emails, compared to 17% in 2005. - Merkle "View From the Digital Inbox 2011" (2011)

Only one percent of 500 surveyed retailers are sending a welcome series to engage new email subscribers. - Listrak "Creating an eCommerce Welcome Series to Increase Subscriber Engagement and Email ROI" (2010)

Email has been used by nearly 90% of consumers since 2005. - MarketingProfs, "2010 Digital Marketing Fact Book" (Spring Edition, 2010)

94% of daily email users subscribed to marketing messages - ExactTarget "Subscribers, Fans, and Followers: The Social Profile" (2010)

67% of US internet users say the motivation behind giving their email address to a company is to receive discounts and promotions. -ExactTarget "Email X-Factor Study" (2010)

55% of US internet users say the motivation behind giving their email address to a company is to get a "freebie" in exchange for my email address. -ExactTarget "Email X-Factor Study" (2010)

Only 14% of US internet users say the motivation behind giving their email address to a company is to interact with the brand. -ExactTarget "Email X-Factor Study" (2010)

57% of internet users worldwide said they are more apt to buy a product in a store after getting a marketing email. - e-Dialog, "Global Perspectives: a Study of Consumer Attitudes to Digital Marketing" (2010)

In the United States, only 4% of internet users said marketing emails made them decide not to buy a product. - e-Dialog, "Global Perspectives: a Study of Consumer Attitudes to Digital Marketing" (2010)

In China, 75% of internet users said they had made a purchase in-store or over the phone because of a marketing email. - e-Dialog, "Global Perspectives: a Study of Consumer Attitudes to Digital Marketing" (2010)

58 percent of consumers start their online day by reading their emails. Meanwhile, 20 percent begin on search engines and 11 percent check their Facebook pages. -ExactTarget "Email X-Factor Study" (2010)

Women are more likely than men to sign up for emails in order to obtain deals and promotions (67% compared to 57%). -ExactTarget "Email X-Factor Study" (2010)

88% of women indicate that promotions have motivated them to subscribe to email marketing messages, compared to 70% of men - with 65% of women having subscribed to email marketing messages in return for a "free" product, compared to 44% of men. -ExactTarget "Email X-Factor Study" (2010)

79 percent of US consumers surveyed stated that the marketing messages that they opt into are sent to their primary personal account. e-Dialog "Manifesto for E-mail Marketers: Consumer Demand Relevance" (2010)

Overall just 12 percent of US consumers report to have a dedicated e-mail account for marketing messages as compared to 20 percent of UK consumers. e-Dialog "Manifesto for E-mail Marketers: Consumer Demand Relevance" (2010)

59% of US and UK Internet Users said the reason for not regularly opening/reading email marketing messages is that they come too frequently. e-Dialog "Manifesto for E-mail Marketers: Consumer Demand Relevance" (2010)

55 percent of consumers stated they do not open and read messages regularly because they don't match their areas of interest e-Dialog "Manifesto for E-mail Marketers: Consumer Demand Relevance" (2010)

. 13.4% of mobile subscribers, use the Web via a mobile device at least monthly in 2010. - eMarketer (2010)

75% of daily social media users said email is the best way for companies to communicate with them, compared to 65% of all email users. - MarketingSherpa (2010)

49% of Twitter users said they made an online purchase because of an email, compared to 33% of all email users. - MarketingSherpa (2010)

If email was a country, its 1.4 billion users would make it the largest in the world. Bigger than China, bigger than the populations of the USA and European Union combined. - Email Marketing Reports (2009)

181: the number of marketing emails it would take to produce enough revenue to buy one share in Microsoft. - Email Marketing Reports (2009)

59% of email users spend more than 20 minutes a week with permission email and 27% spend an hour or more weekly. - Merkle Interactive Services (2009)

Permission-based email accounts for 26% of time spent with email. - Merkle Interactive Services (2009)

74% of Internet users age 64 and older send and receive email, making it the most popular online activity for this age group. - Pew Internet and American Life Project (Feb 2009)

More than 90% of Internet users between 18 and 72 said they send and receive email, making it the top online activity just ahead of search engines, according to the non-profit research group. - Pew Internet and American Life Project (Feb 2009) The number of marketing emails sent by U.S. retailers and wholesalers this year will hit 158 billion and grow 63% to 258 billion in 2013. - Forrester's US Email Marketing Volume Forecast (2008)

Nearly one-quarter of Internet users surveyed said they were most likely to check their email upon waking. - AOL/Beta Research Corporation (June 2008)

More than one-third said they checked throughout the day. - AOL/Beta Research Corporation (June 2008)

More than seven out of 10 employed respondents also said they checked their personal email at work - and nearly one-third said they did so more than three times a day. - AOL/Beta Research Corporation (June 2008)

Nearly 70% of respondents said they had multiple email accounts. - AOL/Beta Research Corporation (June 2008)

Annual number of commercial emails sent will skyrocket from its current 420 billion to 840 billion. Forrester Research (2000)

Email is used by 79.1% of marketers surveyed, while postal direct mail is used by 75.4% of marketers. - Direct Marketing Association (2008)

75.8% said they are using more email than three years ago. - Direct Marketing Association (2008)

35% of the companies surveyed use email as their primary form of direct marketing. - Direct Partners (2008)

68% market through direct response marketing to their prospect database. - Direct Partners (2008)

82% market direct response marketing to their customer database. - Direct Partners (2008)

60% of users employ two or more personal email addresses, giving a different address to entities they do not trust while maintaining separate accounts for trustworthy sources. - Habeas (2008)

2/3's of US Internet users surveyed said email was their preferred channel for written communications between friends. - ExactTarget, "2008 Channel Preference Survey" (2008)

66% of those surveyed said they had made a purchase because of a marketing message received through email. - ExactTarget, "2008 Channel Preference Survey" (2008)

Only 9% of those surveyed preferred getting marketing messages via SMS (text) instead of email. - ExactTarget, "2008 Channel Preference Survey" (2008)

65% of the demographic between the ages of 18 to 34, the age demographic most comfortable with IM, SMS and emerging communications methods, will favor email to communicate with businesses in five years. - Habeas (2008)

67% of respondents prefer email as a communications channel over other online vehicles and 65 percent believe this will continue to be the case in five years. - Habeas (2008)

More than 80 percent of marketers send targeted email campaigns. - Datran Media, "Marketing & Media Survey" (2008)

82 percent of the marketers surveyed by Datran Media indicated that they plan to increase their use of email marketing in 2008. - Datran Media, "Marketing & Media Survey" (2008)

274: Average number of personal emails weekly. - David Daniels, Vice President JupiterResearch (Dec. 2007)

304: Average number of business emails weekly. - David Daniels, Vice President JupiterResearch (Dec. 2007)

26%: Opt-in email campaigns as percentage of total inbox email. - David Daniels, Vice President JupiterResearch (Dec. 2007) 74%: Email users with 2 email accounts. - David Daniels, Vice President JupiterResearch (Dec. 2007)

18%: Email users who use mobile devices to sort email. - David Daniels, Vice President JupiterResearch (Dec. 2007)

87% of Consumers online time is spent reading their emails. - David Daniels, Vice President JupiterResearch (Dec. 2007)

Younger adults are more open to receiving email communication from companies they know. Adults under 34 want everything from new offer notifications to account alerts to special promotions via email. - Mintel Comperemedia (2007)

US spending on email advertising will grow to $2 billion by 2012 from $1.2 billion in 2007. - JupiterResearch (2007)

81 percent of U.S. executives subscribe to industry email newsletters for product information and business intelligence. - Wall Street Journal (2007)

60 percent of business decision makers said Internet and email are the best ways for advertisers to reach them. - Jupiter Research (2007)

Nearly every interactive marketer (97%) uses email. - Forrester Research, as cited by ClickZ (March 2007)

More than one-quarter of the email that consumers received in their inboxes was marketing. - JupiterResearch (2007)

About one-quarter of email delivered to users' main inboxes is now opt-in. - JupiterResearch (2007)

85% of business professionals sign up for email programs. - Return Path (2007)

37% of business people regularly read business emails on their mobile devices (keyword "regularly"), up from 30% just a year ago. - Exact Target (2007)

Email advertising spending will grow from an estimated $338 million in 2006 to $616 million in 2011, a six-year increase of 82% - but only half the rate of overall online ad spending. - eMarketer 2007

Only 22% of professionals bother to unsubscribe from email they no longer want. - Return Path (2007)

Spending on direct marketing commercial email in the United States will hit $600 million in 2008. - Direct Marketing Association (2007)

93% of executives surveyed say their company has deployed some type of email marketing solution. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)

Permission email marketing now accounts for 27% of the email that consumers receive in their primary personal inboxes - up from 16% in 2003. - JupiterResearch "Maturation of Email: Controlling Messaging Chaos Through Centralization" (2007)

64% of key decision makers are viewing your carefully crafted email on their BlackBerrys and other mobile devices, according to new data. - MarketingSherpa, in partnership with SurveySampling (2007)

60% admit to checking their "personal email at work an average of three times a day." - AOL (2007)

Over 70% of the end-users surveyed say email impacts positively on their productivity. - Datamonitor/Dimension Data (Aug 2007)

100% of the end-users surveyed use email. - Datamonitor/Dimension Data (Aug 2007)

47% of those travel and tourism businesses surveyed identified email marketing as the most effective way to address finding new customers, generating business in the off-season, and filling rooms/seats. - Constant Contact, Inc, The 2007 U.S. Small Business Summer Outlook (2007)

33% of surveyed travel and tourism businesses said that driving repeat visitors is a major benefit of email marketing. - Constant Contact, Inc, The 2007 U.S. Small Business Summer Outlook (2007)

Nearly half of survey respondents (46%) said reducing the dependency on print marketing is a major benefit of email marketing. - Constant Contact, Inc, The 2007 U.S. Small Business Summer Outlook (2007)

83% of survey respondents use email marketing to create and distribute newsletters - an increase of 23 percent over last year. - Constant Contact, Inc, The 2007 U.S. Small Business Summer Outlook (2007)

57% percent of small travel and tourism businesses surveyed say they now have email addresses for at least half or more of their customers. - Constant Contact, Inc, The 2007 U.S. Small Business Summer Outlook (2007)

40% who say email access is "very" or "somewhat" important when planning a vacation. - AOL (2007)

15% of Americans describe themselves as "addicted to email". - AOL (2007)

82% of Washingtonians have multiple email accounts - the highest percentage of any city in the survey. - AOL (2007)

59% of people emailing from portable devices are checking email in bed while in their pajamas; 53% in the bathroom; 37% are checking email while they drive; and 12% admit to checking email in church. - AOL (2007)

Women (16%) are more likely to describe themselves as addicted to email than men (13%), and are actually spending 15 minutes more per day on email than men. - AOL (2007)

Forty-three percent of email users check their email first thing in the morning, and 40% have checked their email in the middle of the night. Twenty-six percent admit to checking email on a laptop in bed while in their pajamas. - AOL (2007)

Sixty percent of people who email admit to checking their personal email at work an average of three times a day. While only 15% of those who do so have been "busted" by their bosses, 28% say they feel guilty about it. - AOL (2007)

The Direct Marketing Association (DMA) estimates that in 2007 U.S. marketers will spend $500 million on email marketing to generate $21.9 billion in sales, an 18.3% increase in email marketing expenditures over 2006. - DMA (2007)

The average marketer sends out 5.2 million email messages, including newsletters and one-off campaigns, or an increase of about 24% from the 2005 level of 4.2 million pieces. - JupiterResearch "E-mail Spending and Governance 2007" (2007)

83% of marketers surveyed said they were planning on using email the same or more during the 2007 Holiday season than last did during last year's. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

83.2% of marketers surveyed chose email marketing as the most important advertising mediums they will use in 2007. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

55.3% of marketers surveyed said that driving incremental revenue is the most important reason why will use email marketing in 2007. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

72.3% of marketers surveyed will use email more in 2007 compared to 2006. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

70.6% of marketers surveyed who plan on using email for customer acquisition in 2007 will increase their email acquisition budget in 2007. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

87.2% of marketers surveyed plan on using email for customer retention in 2007. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

62.8% of marketers surveyed who plan on using email for customer retention in 2007 will increase their email retention budget in 2007. - Datran Media Research, "The 2007 Email Marketing Survey: Looking Forward" (2007)

64.7% of online merchants are conducting more email campaigns than a year ago. - Internet Retailer (2007)

Between 25 and 30 percent of the greenhouse gases released into the atmosphere each year -- 1.6 billion tons -- are caused by deforestation. - Karen Gedney ClickZ (2007)

83% choose email marketing as the most important advertising media they planned to use in 2007. - Datran Media (2007)

73% of those surveyed said they have six or more years experience with email. - Email Sender and Provider Coalition (2007)

On average, they check their messages once a day, according to the study. - Email Sender and Provider Coalition (2007)

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