Did you know that marketers sent over 838 billion emails in 2013? That's almost three times the number of stars in the Milky Way Galaxy. I hope I'm not the only one who thinks that statistic is mind-blowing.

In a close second to the number of emails sent this year and the total number of stars in our galaxy is the amount of data out there on email marketing. With so many resources, oftentimes in the form of extensive reports, it can be hard to find the time to keep track of important industry stats and information.

As a fellow email marketer, I know what types of stats you're looking out for: numbers on email engagement and frequency, mobile optimization (hint: if you're one of the 89% of marketers not optimizing email for mobile, you're not properly reaching 48% of your list), and, of course, ROI.

Remember: Data is power. That's why I've put together this list of essential email marketing stats every marketer should know.

18 Stats Email Marketers Ought to Know

1) As of 2013, there are 3.6 billion email accounts (Radicati). (Tweet This Stat!)

2) 54% of emails sent by businesses are marketing messages (Epsilon). (Tweet This Stat!)

3) 838 billion marketing messages have been sent in 2013 (Forrester). (Tweet This Stat!)

4) 91% of consumers check their email daily (ExactTarget). (Tweet This Stat!)

5) 74% of consumers prefer to receive commercial communications via email (Merkle). (Tweet This Stat!)

6) The average clickthrough rate for B2B marketing emails in Q2 2013 was 1.7% (Epsilon). (Tweet This Stat!)

7) 60% of marketers believe email marketing produces positive ROI (Marketing Sherpa). (Tweet This Stat!)

8) 66% of consumers have made a purchase online as a result of an email marketing message (Direct Marketing Association). (Tweet This Stat!)

9) Email marketing has an ROI of 4,300% (Direct Marketing Association). (Tweet This Stat!)

10) 59% of companies are integrating email and social channels together (eConsultancy). (Tweet This Stat!)

11) 76% of email opens occur in the first two days after an email is sent (Alchemy Worx). (Tweet This Stat!)

12) 48% of emails are opened on mobile devices (Litmus). (Tweet This Stat!)

13) Only 11% of emails are optimized for mobile (Equinux). (Tweet This Stat!)

14) 69% of mobile users delete emails that aren't optimized for mobile (Litmus). (Tweet This Stat!)

15) Gmail opens have decreased by 27% since May (Litmus). (Tweet This Stat!)

16) 25% of emails are opened on iPhones (Email Client Market Share). (Tweet This Stat!)

17) Suppressing anyone in your list who hasn't engaged with your emails in over a year increases your deliverability rate by 3-5% immediately (HubSpot). (Tweet This Stat!)

18) 17% of marketers don't track or analyze email metrics for their organization (MEC Labs). (Tweet This Stat!)

These stats tell a compelling story: that email is still the preferred mode of communication for the majority of consumers, is still biggest driver of new leads, has an astronomical ROI, and should clearly be one of your marketing team's top priorities for 2014.

Happy email marketing!

optimizing email marketing ebook

Originally published Dec 5, 2013 2:00:00 PM, updated August 29 2017


Email Marketing Metrics