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The (Now) Complete Guide to Modern Email Marketing Stats

Email Marketing Stats: The Final Chapter

Here’s the second and final installment of my one-stop-shop of noteworthy email marketing stats, L-M. Here’s Part 1.


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


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-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


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.


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%).


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


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.’s 2013 UK Email Marketing Benchmark Report

Video chat

9% of mobile device users video chat at least twice a week on their phone.

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.

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.


Scott Hardigree
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  • by Jordie van Rijn - email marketing consultant
    Posted August 30, 2013 11:32 am 0Likes

    Man, Scott, I am heavily bummed out that you didn’t mention my part safe email mobile email marketing stat:

    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
      Posted August 30, 2013 11:38 am 0Likes

      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
    Posted August 30, 2013 12:04 pm 0Likes

    You know I was a 100% serious or maybe 15 to 65% depending which device you are using.

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