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10 incredible email stats

Posted by Sheera Eby on March 20, 2014

Email is one of the most effective and most common channels marketers are using today. With so many marketers using email marketing, what are the current email trends, stats and facts? What are the best days of the week for driving engagement, opens and click-throughs? Are those the same days that deliver the highest ROI? How often do consumers check their email? Do those who engage with an email spend more? We’ve compiled a list of stats that can help you understand the current state of email marketing. Check out these 10 incredible emails facts and stats.

 

1. Almost half of all email recipients made a purchase last year due to a promotional email.1
The impact of email on driving conversions and response is significant. Promotional emails are among the hardest working emails, and this stat demonstrates their effectiveness: 44% of email recipients made at least one purchase throughout the year based on a promotional email, with some making even more. This is an astounding email fact, and not many channels can claim this strong a tie to marketing spend and associated revenue.

 

2. The majority of consumers have used a coupon or discount from a promotional email within the past 7 days.2
According to the email stats provided through Blue Kangaroo, every week 7 out of 10 consumers will use a discount coupon or promotional code sent to them through email. That is a pretty astounding fact demonstrating the effectiveness of email. Discounts are one of the critical techniques that direct marketing has been using for years. This email statistic reinforces the power of the discount, offer and incentive.

 

3. Emails sent on Monday have the highest ROI.3
One surprising email statistic is the dichotomy between the days of the week with the highest open and click-through rates versus the days of the week with the highest ROI. This email fact may surprise you in that it turns out they are not always the same. Emails sent out at the very beginning of the week reportedly have the highest ROI. Interestingly, weekend emails actually were opened and clicked more often, but generate less attributable revenue.

 

4. By 2016, there will be 4.3 billion email accounts.4
The email statistics collected by the Radicati Group, Inc., estimate that there will be 4.3 billion email accounts by 2016. As of today, there are already over 3 billion email accounts. That equates to over 50% of the world’s population, although probably not distributed evenly across all countries. Still an incredible email statistic.

 

5. Almost 40% of users have two personal email accounts.
One of the clear complexities with email marketing is that users tend to have more than one email account. According to Acxiom’s Email Marketing Consumer Habits and Perceptions Study, 38% of respondents have two personal email accounts, and 21% have three accounts. Multiple email accounts can definitely play a role in measuring email effectiveness and actual engagement rates.

 

6. Business users send and receive 112 emails every single day.5
How many emails do you receive a day? If your inbox is like mine, then this number probably seems low to you. The email facts collected by Dekh show that business users will send and receive 112 emails in a day. Of the information shared on email, 55% will include images and 32% will include documents.

 

7. 3 minutes out of every hour a user spends online involves email.6
The average user will spend 3 minutes of every hour checking or sending emails, according to the email stats collected by Experian. This is more time than they will spend on lifestyle information or reading up on the news, and it is equal to the amount of time they will spend on business.

 

8. 72% of consumers check their email more than 6 times a day.7
This email fact might be surprising to marketers, as we might be considered “heavy users” and check emails even more than the average consumer. Current email stats suggest that more than 70% of average consumers check their email accounts more than 6 times throughout the day. Email is unequivocally one of the most common marketing channels utilized today, with 92% of adult Internet users having an email account. This is almost a third more than the 65% who visit social media sites.

 

9. There are 3 times as many email accounts as Facebook and Twitter accounts.7
Social media may be the latest craze, but if email statistics have any say, email is still more popular. There are 3 times as many email accounts as Facebook and Twitter accounts.

 

10. Consumers who receive email marketing spend 83% more when shopping.8
This is one of the most interesting email stats that really quantifies the effectiveness and impact of email marketing.

 

According to Outbound Engine, not only do consumers who receive email marketing spend more when shopping, but their orders are also 44% larger and they order 28% more often. Larger average orders and buying more often, a marketer’s dream.

Email marketing is continuing to grow as one of the most utilized and most effective channels.

 

 

Sources:

1. Convince and Convert
2. Blue Kangaroo
3. MediaPost
4. The Radicati Group, Inc.
5. Dekh
6. Experian
7. iContact
8. Outbound Engine

Topics: Email Marketing

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