Email Marketing Statistics

Lyris Email Marketing Statistics and Metrics
Table of Contents
Types of Online Marketing

• Email Newsletters
• Online Lead Generation
• Landing Pages
• Viral Marketing and Social Media
• Mobile Marketing
Email Marketing Best Practices, Strategies & Tactics

• Email Lists and List Building
• Email Marketing, Metrics
• Email Marketing Industry Growth and Trends
• Email Deliverability, ISPs and List Hygiene
• Email Creative, Formats, Images, Personalization and Subject Lines
• Email Frequency and Times to Send
• Spam, Anti-Spam Laws, Unsubscribes and ISP Relations
• What Consumers Want from Email Campaigns
Online Marketing Industry Growth, Statistics & Trends

• Web Analytics and Comparative Performance
• Online Advertising Spending by Format
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2 Lyris Email Marketing Statistics and Metrics
Types of Online Marketing

Email Newsletters
49% of email marketers said their newsletters routinely
justified themselves in terms of ROI.
– Marketing Sherpa “Email Marketing Benchmark

Guide 2008, www.marketingsherpa.com.
Average time that users spend reading a newsletter:
Users spend 51 seconds reading the average newsletter.

The layout and writing both need superb usability to
survive in the high-pressure environment of a
crowded Inbox.
Usability is absolutely key in effective email

newsletters – across the Nielson-Norman Group
study, newsletters lost 19% of potential subscribers due
to usability difficulties in the subscription process alone.
Newsletters must be perceived as a medium that reduces
the burdens of modern life. Even if they are free, the
cost in email clutter must be paid for by being
helpful and relevant to users.
– Nielsen Norman Group Report, 2006, Email

Newsletter Usability: 165 Design Guidelines for
Newsletter Subscription, Content, Account
Maintenance, and RSS News Feeds Based on
Usability Studies, www.nngroup.com.
Online Lead Generation

• Online Lead Generation generated $592 million in revenue in the first half 2006 in the US alone and was estimated to be a
billion dollar business in the 2008 Global Market. It is considered the fasting growing segment of online advertising.
• The European market lags the US in size, but is growing at a similar pace. UK, France and Germany represent the bulk of
the market – over 85%.
• User verification and quality of the data gathered are critical success factors. Particularly with a co-registration process (a
process where a customer responds to an offer to join a newsletter or to receive emails for a particular offer, but are also
offered other offers as part of the registration process), it’s common that the offer to the consumer is either very loose or not
related at all to what originally caught the consumer’s eye. For example, if someone responds to win an iPod, how interested
are they really in wanting to receive grocery offerings? Incentivized marketing is a point of controversy among providers –
they need strong incentives to gather leads, but the incentives themselves can diminish the quality of the responsiveness of
the customers later on.
– GP Bullhound Research Report, March 2007, www.gpbullhound.com.
Landing Pages
• The number one reason companies don’t use or test landing pages is because their marketing department doesn’t know how
to set them up or they are too overloaded.
• 44% of clicks for B2B companies are directed to the home page, not to a special, trackable landing page.
• Of the B2B companies that use landing pages, over 60% have six or fewer total landing pages.
• Only 52% of the companies that use landing pages test them to improve conversion.
– MarketingSherpa Landing Page Handbook (second edition), 2008, www.marketingsherpa.com.
Viral Marketing and Social Media

• Blogs are the fastest growing form of online publishing, skyrocketing from nowhere in 1999 to almost 80 million unique
visitors in August 2008. – ComScore Mediametrix, www.comscore.com.
• The number of blogs reached over 130 million in 2007 – Technorati, www.technorati.com.
• Advertisers spent an estimated $1.4 billion in 2008 to place ads on social networking sites with that number predicted to rise
to $2.5 billion by 2012 – eMarketer, www.emarketer.com.
• Top Social Networking Sites in December 2008 – the top sites were MySpace.com with over 75,000 unique visitors,
Facebook (54,000), Flickr (21,000), Classmates Online (17,000), MyLife.com (Formerly Reunion.com) (15,000) and
Buzznet (10,000) – ComScore audience Measurement data Report 2009, www.comscore.com.
Mobile Marketing
• There were more than 267 million mobile phone users in the US for the third quarter of 2008 − a 6% increase over the fourth
quarter of 2007, which saw 251 million users, according to the Mobile Advertising Report published by Limbo and GFK/
NOP Research. – From the January 12, 2009 Issue of DMNews, www.dmnews.com.
• Mobile Broadband: Beyond the Cell Phone predicts that the number of US mobile broadband users will increase by more
than 200% by 2013. The report also expects more than 60 million smartphones to be sold in 2013. – From the January 12,
2009, Issue of DMNews, www.dmnews.com.
• Research from the Nielsen Company shows a steady rise in mobile Internet usage with more than 100 million unique mobile
subscribers and revenues of almost $2 billion for the second quarter of 2008., – www.nielsenmobile.com.
• These mobile subscribers represent almost 40% of all wireless subscriptions and an increase over 30% from 2007,
– www.nielsenmobile.com.
• Portals, email, weather, news/politics and search were the top five most visited categories by mobile users, with business/
finance growing the most steadily. – Nielsen Mobile, 2008, www.nielsenmobile.com.
• 80% of major US brands are planning to market via mobile phones by 2008 – Airwide Solutions, www.airwidesolutions.com.
• Of the two billion cell phones sold in 2007, nearly 125 million were smartphones. – IDC, www.idc.com.
Email Marketing Best Practices, Strategies & Tactics

Email Lists and List Building
• The use of third party rental lists has not proven to be consistently driving a return. Only about 15% of those emailing
find the use of third party rental to be “routinely justified” by results. Most companies find that the return has a significant
variance (over 50%) or is never justified (more than 30%).
• The amount of data collected during email list sign up is still pretty basic. Most companies only collect the basics of name and
email address from consumers and name, email address, company name and role from businesses. Less than 30% of those
surveyed ask for more detailed information like contact preferences and delivery preferences.
• Consumers want more from email than ever before. Amongst a 2008 survey of consumers, over 60% said they would
be more likely to opt in to an email list if they knew their information would not be shared with other companies and
if they would receive special pricing for opting in. The ability to customize communications patterns and previews of
products and special offers would incent 50% to opt in as well.
– Marketing Sherpa Email Marketing Benchmark Guide 2008, www.marketingsherpa.com.
• The Direct Marketing Association’s Email Experience Council surveyed 118 retail email newsletters on subscription
practices in 2007 and found only 3% required subscribers to confirm their opt-in request, a step many consider an essential best
practice in order to avoid mistyping or malicious subscriptions. Among other findings in the report:
- 55%: Require only email address at sign-up
- 45%: Offer link to privacy policy on registration page
- 43%: Offer one-click sign-up from the homepage
- 28%: Offer content tailored to specific interests or products
- 31%: Require a name in addition to email address at sign-up
- 18%: Require ZIP code at sign-up
- 16%: Request to be added to address books to boost rendering and deliverability
- 12%: Offer a text-only option
– DMA/EEC study, “2007 Retail Email Subscription Benchmark Study,” published July 25, 2007, www.the-dma.org.
• Confirmed opt-in adoption is lower than you’d think – email marketers often discuss confirmed or double opt-in as the
gold standard for email list management. However in a survey of over 500 email marketers, only 30% were found to be
using the practice. Some businesses are reluctant to embrace the practice because the extra step can result in fewer
new subscribers than a single opt in. – From EROI survey, 2008, www.eroi.com/online-marketing-resource-center/
resource-center/.
Email Marketing, Metrics

• How much money is budgeted to email correlates to its performance. In a temperature taking survey amongst
marketers, for those who find the ROI increasing, 75% of them feel they should invest money in email marketing, while
amongst those organizations where email ROI is diminishing, 48% feel they should continue investing. – Marketing
Sherpa Email Marketing Benchmark Survey, 2008, www.marketingsherpa.com.
• Almost half of interactive marketers surveyed say their organization struggles to prove the ROI of its efforts, while 7 in
10 say there are understaffed to do so. – Forrester Research (2008), www.forrester.com.
• How Marketers Use Metrics – measurement is viewed as an integral step towards success by email marketers with over
95% of those surveyed saying they did measure campaigns.
• Almost 60% measured results 24-48 hours after deployment, although only 18% indicated they measured results on an
annual basis.
• Marketers in general rated measuring email campaigns as important at 9.14 out of 10 in improving email
marketing success.
• When professionals were asked to rank eight different email metrics in terms of the importance of measuring, click
through rate and deliverability ranked highest with professionals with total subscribers and forwards ranked lowest in
terms of importance. Shockingly, metrics tied directly to financial return like ROI, conversion and revenue ranked in
the middle.
– From EmailStatCenter.com’s first annual State of Email Metrics Survey Results 2007, www.emailstatcenter.com.
Email Marketing Industry Growth and Trends

• Goals for email marketers shifted slightly in 2008. The focus of efforts to grow email lists is a priority with over
90% of marketers surveyed. And integrating email with other marketing and improving deliverability is now a
priority with over 85% of marketers. Exploring Web 2.0, Social Media and Mobile Marketing are not yet a priority with
being rated as a priority with less than 50% of those surveyed. – Marketing Sherpa Email Benchmark Guide, 2008,
www.marketingsherpa.com.
• Email ad spending will jump to $677 million in 2011, from $492 million in 2008. – eMarketer, Social Media and E-Mail
Spending to Rise, www.emarketer.com.
• Email presently generates 21.6% of total revenue from campaigns. – Direct Marketing Association “The Integrated
Marketing Media Mix” (2008), www.the-dma.org.
• The number of marketing emails sent by U.S. retailers and wholesalers in 2008 was predicted to hit 158 billion and grow
63% to 258 billion in 2013. – Forrester’s US Email Marketing Volume Forecast (2008), www.forrester.com.
• Half of respondents to a 2008 survey said they handle their direct response marketing internally, while 37% conducted
it though a combination of agency and internally. – Direct Partners (2008), www.directpartners.com.
• 23% reported their budget would increase by 10% or higher this year compared the previous year. – Direct Partners
(2008), www.directpartners.com.
• Email ad spending will jump to $677 million in 2011, from $492 million in 2008. – eMarketer (2008),
www.emarketer.com.
• 72% of the firms polled send email to customers; a 10% increase over 2007. – DirectMag (2008), www.directmag.com.
• 55% of the firms polled who use email plan to increase their budgets for it next year. – DirectMag (2008),
www.directmag.com.
• Nearly three-quarters of email marketers said in a recent survey that they plan to spend either the same amount or more
on email marketing in 2008 as they did last year. – Marketing Sherpa’s “E-Mail 2008: Top 10 Research Findings and
Practical Ways to Increase E-Mail Performance” (2008), www.marketingsherpa.com.
• More than a quarter of respondents said they would spend 1.5 times as much or more as they did in 2007. – Marketing
Sherpa’s “E-Mail 2008: Top 10 Research Findings and Practical Ways to Increase E-Mail Performance” (2008),
www.marketingsherpa.com.
• From Merkle’s View from the Inbox, 2008 – 50% of respondents bought something based on permission based email,
up 3 points from 2007. And 32% said they stopped doing business with at least one company because of poor email
practices, – www.merkleinc.com/inboxwhitepaper/.
• 44% of email users said email inspired at least one online purchase and 41% said it prompted at least one offline
purchase. – JupiterResearch’s The Social and Portable Inbox (2008), www.jupiterresearch.com.
Email Deliverability, ISPs and List Hygiene

• Of those surveyed, over 75% of marketers modified their email template to increase deliverability in 2008.
• 30% of practicing marketers don’t take the time to figure out their actual rate of delivery.
• Of the email recipients surveyed, over 65% of them had reported email received as Spam to their ISP. Of those, 53%
reported the email as Spam because they did not sign up for the communication.
• Over 47% of subscribers surveyed will check their Spam or Junk Email folder when they are missing an email they signed
up for.
• Over half of subscribers are comfortable letting their ISP decide what Spam is for them rather than reviewing all of their
email and deciding for themselves.
• 12% of practicing marketers have no idea how to characterize their organization’s precise definition of delivery.
– MarketingSherpa “Email Marketing Benchmark Guide 2008” , www.marketingsherpa.com.
• AIM.com Leads in Inbox Delivery (Email Labs Site-2007) – The second-quarter deliverability survey by Lyris shows AIM.
com scored the highest in delivering permission email to the Inbox rather than the junk folder or blocking it. The top 10
ISPs for Inbox placement scored about 80% but not all of the market-leading email handlers made the list. Hotmail scored
fourth worst, with only 59.4% reaching the Inbox.
Top 10 ISPs for Inbox Delivery
Rank ISP % Emails Delivered

1 Aim.com 96.7%
2 RoadRunner SoCal 87.0%
3 Verizon 86.7%
4 USA 85.6%
5 Compuserve 84.1%
6 IWon 83.7%
7 AOL 82.8%
8 Juno 82.4%
9 Mac.com 82.1%
10 NetZero 81.7%
Source: ISP Deliverability Report Card Q2 2007, www.emaillabs.com.
• Delivery Rates Still Vex Marketers – although general email delivery rates have edged up over the years, just over 2 of 5
marketers surveyed in a 2007 report from Internet Retailer are seeing unacceptably low delivery rates, defined as below 80%.
Email Delivery Rates Reported By Marketers
% Marketers % Email Delivered

40.2% 90.1% to 100%
19.1% 80.1% to 90%
14.8% 70.1% to 80%
9.6% 55.1% to 70%
16.3% 55% and below
Source: Internet Retailer Survey Report on Email Marketing, 2007, www.emaillabs.com.
Email Creative, Formats, Images, Personalization and Subject Lines

• Over half of recipients use the preview pane when reviewing emails, most likely in a horizontal format with a small preview.
• For advertising-oriented lists, 57% of marketers surveyed said that “emailing unique content by segment” produced routinely
justifiable results in terms of ROI.
– MarketingSherpa “Email Marketing Benchmark Guide 2008” (2008), www.marketingsherpa.com.
• 21%: Percentage of business and consumer email messages that showed up completely blank when images were turned off in
email clients; most of these emails were promotional in nature and sent to drive sales
• 28%: Percentage of email messages sent with nonfunctioning links; spread equally over business and consumer mailings and
prevalent within product-related, event and acquisition-based emails
– Source: “The 2007 Rendering Report,” published January 2007, the Email Experience Council, www.emailexperience.org.
• A 2007 Internet Retailer survey found email marketers are taking positive steps to improve their email marketing
effectiveness and boost deliverability:
- 79.1%: Feature the company name prominently in the message “From” line
- 64.0%: Keep key message points high up in the message body to be seen when the message is viewed in the preview pane
- 63.7%: Say they are trying to create the right mix of graphics and content in the message.
- 62.0%: Say they watch the message size to avoid sending messages that consume too much bandwidth.
- 56.6%: Segment mailing lists by one or more demographic factors, including age, sex, income and buying history.
❏ Source – Internet Retail Survey on Email Marketing, 2007, www.internetretailer.com.
Email Frequency and Times to Send

Among marketers surveyed by Smith-Harmon, the greatest percentages said
Monday and Tuesday were the most popular days to send e-mail in 2008,
presumably because they had the greatest chance of reaching their targets.
Thursday and Friday were close behind, while less than one-half as many said
Saturday was the most popular day of the week to send e-mail. – www.emarketer.com.
Spam, Anti-Spam Laws, Unsubscribes and ISP Relations

• The number one reason that consumers opted out of email lists was that the emails received were not pertinent to them.
(58%). The second most popular reason was that the sender sent too many emails (44%). Less than a third of those
surveyed opted out over too many emails in general or because their situation changed or they are using less email in favor of
other modes of communication like texting or social media. – Marketing Sherpa Email Marketing Benchmark Guide 2008.
• Consumers who opt out of email may be interested in communicating through other channels, however 90% of marketers
don’t follow up with opt-outs to determine what that might be.
• From EROI survey, 2008, www.eroi.com/online-marketing-resource-center/resource-center/Only 66% of retailers use their

opt-out processes to engage subscribers in order to address the issue causing them to want to opt out.
• Only 9% of major online retailers employ a one-click unsubscribe process.
• 86% of retailers honored opt-outs within 3 days.
• 3% of retailers had their opt-out processes fail.
• 73% of retailers sent no more emails after receiving an opt-out request.
• 16% of retailers give those trying to opt-out an opportunity to reduce the frequency at which they receive emails. 17% of
retailers solicited feedback from those that had opted out.
• 4% of retailers were in violation of the CAN-SPAM Act of 2003 by either failing to honor opt-outs or taking longer than 10
business days to do so.
– Email Experience Council/RetailEmail.Blogspot, “Retail Email Unsubscribe Benchmark Study” (2008), www.retailemailblog.com.
• In a recent survey on email, 74% of survey respondents check their email daily and 22% check 3-6 days a week. Across all
age, gender, education and other demographic groups, 58% believe Spam has increased.
• Over half of those surveyed said they filter their own email by maintaining multiple email addresses – one for people they
trust and others to people they don’t trust.
• Regardless of Spam, virus risk and phishing, 61% of those surveyed said they would never give up on email.
What Consumers Want from Email Campaigns

• Email is tremendously important to consumers – over 45% of all consumers rate it of higher importance than postal mail or
the phone – even amongst seniors and older adults. The medium is not dying out in favor of instant messaging, texting or
social networks. Over 70% of all age groups are using email more and more each year. – Marketing Sherpa Email Marketing
Benchmark Guide 2008, www.marketingsherpa.com.
• Email is the communication channel of choice and 67% of respondents to a survey on email preferences prefer email as a
communications channel over other online methods.
• 65% of respondents say that they feel email will continue to remain the prominent form of email communication for at least
5 years. Next important are video conferencing (19%), instant messaging (17%), SMS or text messages (12%) and web
meetings (12%).
• Younger consumers, those aged 18-34 state they will favor email to communicate with businesses in five years.
• Almost 90% of respondents expressed a desire to manage their email options including whether or not to receive
advertisements, special offers, articles, newsletters, white papers and other specific content. Over 80% of those surveyed favor
doing business with organizations that use opt-in permission to send email.
• The least popular email practices included the use of pop-up ads with 75% of respondents having a negative impression of
those and daily email with 55% negative response.
• The most popular email practices were providing options to control email content with 80% of respondents rating that a
positive attribute, using email with safe unsubscribe with 65% and using a safe sender logo with 60%.
- Ipsos conducted this survey for Habeas. Data was collected through 10 minute online surveys with 2,069 US and 1,133
Canadian residents, 2008, www.habeas.com.
Online Marketing Industry Growth, Statistics & Trends

Web Analytics and Comparative Performance
• Online spending will rise 23% in 2008, slightly lower than it rose in 2007. – eMarketer, 2007, www.emarketer.com.
• Expenditures in internet marketing and commercial e-mail are predicted to reach $23.6 billion in 2008 – The Direct
Marketing Association, www.the-dma.org.
• Nearly 55% of marketing executives surveyed indicated they do not track or measure the effectiveness of market-
ing spend or have minimal “line of sight” between business results and marketing efforts. Only 7% perform analysis to
understand the causal relationships between marketing, revenue and profits – CMO Council Marketing Outlook 2008,
www.cmocouncil.com.
Online Advertising Spending by Format

– www.emarketer.com.

Email Marketing Statistics

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Lyris Email Marketing Statistics and Metrics

Types of Online Marketing

Email Marketing Best Practices, Strategies & Tactics

Online Marketing Industry Growth, Statistics & Trends

Types of Online Marketing

– Marketing Sherpa “Email Marketing Benchmark

Average time that users spend reading a newsletter:

Users spend 51 seconds reading the average newsletter.

Usability is absolutely key in effective email

– Nielsen Norman Group Report, 2006, Email

Online Lead Generation

– GP Bullhound Research Report, March 2007, www.gpbullhound.com.

– MarketingSherpa Landing Page Handbook (second edition), 2008, www.marketingsherpa.com.

Viral Marketing and Social Media

Email Marketing Best Practices, Strategies & Tactics

– Marketing Sherpa Email Marketing Benchmark Guide 2008, www.marketingsherpa.com.

- 55%: Require only email address at sign-up

- 45%: Offer link to privacy policy on registration page

- 43%: Offer one-click sign-up from the homepage

- 28%: Offer content tailored to specific interests or products

- 31%: Require a name in addition to email address at sign-up

- 18%: Require ZIP code at sign-up

- 16%: Request to be added to address books to boost rendering and deliverability

- 12%: Offer a text-only option

Email Marketing, Metrics

Email Marketing Industry Growth and Trends

Email Deliverability, ISPs and List Hygiene

– MarketingSherpa “Email Marketing Benchmark Guide 2008” , www.marketingsherpa.com.

Top 10 ISPs for Inbox Delivery

Rank ISP % Emails Delivered

Email Delivery Rates Reported By Marketers

% Marketers % Email Delivered

Source: Internet Retailer Survey Report on Email Marketing, 2007, www.emaillabs.com.

Email Creative, Formats, Images, Personalization and Subject Lines

– MarketingSherpa “Email Marketing Benchmark Guide 2008” (2008), www.marketingsherpa.com.

❏ Source – Internet Retail Survey on Email Marketing, 2007, www.internetretailer.com.

Email Frequency and Times to Send

Spam, Anti-Spam Laws, Unsubscribes and ISP Relations

• From EROI survey, 2008, www.eroi.com/online-marketing-resource-center/resource-center/Only 66% of retailers use their

• Only 9% of major online retailers employ a one-click unsubscribe process.

• 86% of retailers honored opt-outs within 3 days.

• 3% of retailers had their opt-out processes fail.

• 73% of retailers sent no more emails after receiving an opt-out request.

What Consumers Want from Email Campaigns

Online Marketing Industry Growth, Statistics & Trends

Online Advertising Spending by Format

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