Ten statistics that Underscore the Importance of Email Marketing

By John EganJuly 15, 2014

Email marketing is alive and well – and living in your inbox.

Consider this: 58 percent of marketers who responded to a survey by email marketing company ExactTarget indicated they plan to boost their spending on email marketing this year.

“Email marketing, while not the sexiest of marketing tactics, is still one of the most effective in moving leads efficiently through the sales funnel,” according to a HubSpot blog post.

Based on the ExactTarget statistic, we know that marketers are keen on email marketing. Here are nine other statistics that back up the effectiveness of email marketing:

  • Every day, 91 percent of US consumers use email, according to consulting firm McKinsey & Co.
  • This year, the number of worldwide email accounts is expected to top 4 billion, according to The Radicati Group, a technology market research firm. The number of accounts in 2013 totaled 3.9 billion according to Radicati and is projected to rise to 4.12 billion this year. By 2017, that figure is expected to reach 4.92 billion, Radicati predicts.
  • Budgets for email marketing grew 11 percent in 2013, and more than half of email marketers predict that number will rise again in 2014 according toStreamSend, a provider of email marketing software.
  • Email is nearly 40 times more effective than Facebook and Twitter combined in obtaining customers according to McKinsey & Co.
  • The average value of an order gained via email is 17 percent higher than the average value of an order gained via social media according to McKinsey & Co.
  • 44 percent of email recipients made at least one purchase in 2012 based on a promotional email according to digital marketing adviser Convince & Convert.
  • In 2012, one-fourth of online adults in the US valued email as a way to learn about new products and promotions, up from 17 percent in 2010, according toForrester.
  • Marketers say email produces the highest-quality leads, followed by organic search, social media and PPC according to search technology provider Conductor.
  • The ROI for email marketing is two times higher than the ROI for cold calling, networking and trade shows according to the MarketingSherpa research institute.

Here are some other key statistics regarding email marketing:

  • Nearly 45 percent of all marketing emails are opened on mobile devices, according to McKinsey & Co. “Yet many marketers fail to optimize landing pages for the platform,” the firm says.
  • While email activity around the world is on the rise, the growth is coming from businesses, not consumers, according to Radicati. The number of business emails sent and received each day will jump from 100.5 billion in 2013 to 132.1 billion in 2017, Radicati predicts. On the flip side, the number of consumer emails sent and received each day will slide from 82.4 billion in 2013 to 74.5 billion in 2017, according to Radicati.
  • In 2013, the number of mobile email users around the world totaled 897 million, according to Radicati. That figure is expected to soar to 1.78 billion in 2017, Radicati predicts.
  • The open rate for marketing emails is higher for the hobbies category (30.7 percent) than for any other industry, according to a MailChimp study. The lowest open rate is for daily deals and e-coupons (13.2 percent).

Given all of these statistics, it’s a safe bet that email — and email marketing — won’t go out of style anytime soon.

“Email is dismissed as something old people use,” Gideon Lichfield, global news editor at Quartz, recently told The New York Times. “But in the past few years, we have started to see email as a peer to … platforms like Twitter, Facebook and the web, one that has its own strengths and weaknesses that we are starting to figure out.”

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