If you’re like most marketers who use email in their campaigns, you probably would like to know that you are doing everything you can to improve your email open rates. Well, before you get too wrapped up in that, it’s a good idea to first ensure that your emails are reaching the inboxes on your subscriber list.

I don’t know how I started doing this, but whenever I decide to go ahead and buy something of significant value, either online or at a store, I refer to it as pulling the trigger. As in, “I pulled the trigger on those concert tickets.”

It was a dismal spring evening in the City of the Big Shoulders.

My email inbox has become a “junk drawer.” If the term is new to you, please allow me to explain.

The junk drawer is a uniquely American phenomenon. It’s that one undefinable storage space where you can discover almost anything. Usually, the junk drawer is tucked away in the recesses of a workshop cabinet, home office or kitchen, and it can harbor everything from screwdrivers and flash drives to aspirin and mystery keys.

Thank you for accepting this mission. Before we begin, let’s go over the essentials.

Marketers often spend months dissecting the results of their holiday retail marketing efforts to ascertain how to refine the next holiday season's marketing plans for greater impact. Those who are studying the results of the 2014 holiday retail season are uncovering some insights that could have a tremendous impact on their plans for 2015.

In digital marketing, customers’ needs should always be the primary focus. Not only do all customers have needs, but those needs should be met in the most expedient and fulfilling way. Modern customers are discerning. Confronted with large volumes of messaging at all sides, they know how to get what they want and they will always go down the path of least resistance. Marketing your company successfully involves supporting the customer journey on their terms and considering their key decision points.

“We can measure anything.” That’s the mantra when it comes to email marketing. And it’s true.

Email marketing is one of the more successful channels for communicating with consumers. With over 91% of consumers using email at least once a day,¹ and with an average return of $44.25 for every $1 spent on email marketing,² it makes sense to target consumers through their digital inbox. But it's not enough to just send an email blast out to a targeted list. With over 51% of email opens occurring on a mobile device,³ it is important to develop mobile optimized emails.

Email performance is generally equated to open, click-through and conversion rates. While some sources have reported a decline in the basic engagement metrics, it appears that email is trending toward great productivity among those users that do engage. Revenue per email, return on investment and other performance metrics show promise with upward trends. Here are 6 email facts and associated insights that can serve as benchmarks and direction for email marketing efforts.