With exponentially growing interest in SoLoMo, it’s easy to think of email marketing as passé; some have even gone so far as to declare its death. Most marketers know that this is simply untrue. The rise of new digital channels has, of course, had a significant impact on how marketers use email. There are certainly new challenges, but data shows us that the reward for successful email marketing continues to grow. The statistics I have collected below tell not one, but many stories depending on who you are and what your marketing goals are.
1. For every $1 marketers spend on email, the average ROI is $40. (Direct Marketing Association)
2. More people are reading email on their phones than on the desktop or on webmail (and 85% of them are using an iOS device). (ReturnPath)
3. B2B marketers listed email as one of the top three tactics for lead origination. (Forrester)
4. Half of respondents to the Econsultancy/Adestra Email Marketing Census 2013 identified that the quality of their email database caused problems with their email campaigns, making it the most common barrier for three years running.
5. Subscribers read 14% of the messages promising percentage-based savings in the subject line, while reading 12% of those promising dollar based savings in the subject line. (ReturnPath)
6. Email open rates are the highest they’ve been since 2007 growing year-over-year and month-over-month. (Epsilon)
7. 17% of email marketers still don’t track, analyze or report on email metrics for their organization. (MarketingSherpa)
8. More than 50% of marketers aren’t optimizing emails for mobile viewing (MarketingSherpa), yet 63% of Americans and 41% of Europeans will close or delete an email not optimized for mobile. (ReturnPath)
9. E-mail messages that include a social sharing option generate 30% more CTRs than e-mails without a social sharing option. (Econsultancy)
10. Percentage of marketers who used a specific social network sharing button in their emails (GetResponse):
11. Emails that include social sharing buttons have a click-through rate 115% higher than those do not. (GetResponse)
12. Open Rates by Platform (ReturnPath):
13. 75% of North Americans read email on their phones everyday (that’s 112.8 million people). (Google)