The (Now) Complete Guide to Modern Email Marketing Stats
Here’s the second and final installment of my one-stop-shop of noteworthy email marketing stats, L-M. Here’s Part 1.
Lists
The most common ways of capturing email addresses on websites (excluding checkout) are on a dedicated email page (58%) and on the home page (56%), followed by the header (15%), footer (38%) and pop-up windows (22%).
– Experian Email Market Study: Email acquisition and engagement tactics
In 2013, list growth continues to see slow but steady growth. In a survey of more than 1,00 businesses around the globe, list growth for the previous 12 months was: 17% – Very positive, our list is rapidly growing; 50% – Somewhat positive, our list is slowly growing; 26% – Neutral, the gains balance out the losses; 6% – Somewhat negative, our list is slowly shrinking; 1% – Very negative, our list is rapidly shrinking.
– Marketing Sherpa 2013 Email Marketing Benchmark Report
Mobile
43% of consumers say they read emails most often on a smartphone (36.4%) or tablet (6.9%) as opposed to a desktop or laptop computer.
– BlueHornet Consumer Views of Email Marketing 2013
News
News-related terms in subject lines outperformed discount-related terms. “News” (16.2%), “update” (4.9%), “breaking” (33.5%), “alert” (25.9%) and “bulletin” (12.5%) all saw better than average click-to-open rates (as well as clicks and opens).
– Adestra Subject Line Analysis Report
Open rates
Email open rates increased 7.8% in the third quarter of 2012 compared with the year-earlier period, with average volume increasing 14.9%
– Epsilon/DMA Q2 2012 North America Email Trends and Benchmarks
Personalization
For promotional mailings, emails with personalized subject lines had an average open rate of 19.5%, compared to 15.1% for those without personalization.
– Experian 2013 Digital Marketer Report
QR codes
19% of US respondents (1 in 5) have scanned a QR code.
– eMarketer
Revenue
Email ad revenue reached $156 million in 2012, up from $213 million in 2011.
- Interactive Advertising Bureau
Social media
Emails that include social sharing buttons have a click-through rate 158% higher than those do not (6.2% vs. 2.4%).
– GetResponse
Teens
In a 2013 study, 78% of teens have a cell phone, almost half (47%) of them own smartphones, and 23% have a tablet.
– Pew Research Center
UK
In 2012, one-third of UK brands generated more revenue from email than all other digital channels combined.
– Alchemyworx National Client Email Report 2013
The UK shows a strong increase in average email open rates, rising from 18.35% to 21.47% in the last 12 months. B2B emails achieved the highest open rates at 27.97%, while Sport & Leisure emails achieved open rates of 25.57% on average.
– Sign-Up.to’s 2013 UK Email Marketing Benchmark Report
Video chat
9% of mobile device users video chat at least twice a week on their phone.
– Qualcomm
Welcome emails
59.8% of email marketers plan to spend more on “welcome” email marketing.
– StrongMail “2013 Marketing Trends Survey”
X chromosome
Women click 10% more often than men on mobile emails.
– Tailored Mail 2012 Email Marketing Trends
Yahoo mail
November 2012 revealed a 16% year-over-year decline in user growth.
– comScore
Zip code
Next to first and last name, zip code was the most requested field, with 57% of marketers seeking zip code information.
– Experian Email Market Study: Email acquisition and engagement tactics
About the Author: Scott Hardigree is the Founder of Indiemark. Connect with him everywhere here.
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4 Comments
by Jordie van Rijn - email marketing consultant
Man, Scott, I am heavily bummed out that you didn’t mention my part safe email mobile email marketing stat: http://www.emailmonday.com/mobile-email-usage-statistics
The post should be renamed to “The (Now) Complete Guide To Modern Email Marketing Stats, except that one stat that we didn’t add”
by Scott Hardigree
Ha ha, nice plug Jordie! By the way, you do know that Google now frowns on comment spam, right? Joke. :)
by Jordie van Rijn - email marketing consultant
You know I was a 100% serious or maybe 15 to 65% depending which device you are using.
by Scott Hardigree
:-)