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Industry Email Marketing Statistics & Benchmarks

For the most up to date research, please visit EmailStatCenter,
the Web's Definitive Source of Statistical Data for the Email Marketing Industry.

General Metrics- DoubleClick Q4 2005 Trend Report

• Delivery Rates are an average of 93%
• Open Rates are an average of 26.7%
• Click Through Rates are an average of 6.9%
• Average "click" per clicker - 1.56

General Trends & Findings

Email Marketing

• 52% of US Internet Household are driven to open emails based on sender recognition (not subject or relevance) Forrester Research 2004
   
• According to Ad:Tech Attendees (in Dec 04) – 45% say best performing online advertising tactic is mailing your in-house list – 2nd is paid search
   
• 31% of US Marketing Executives surveyed say direct response programs (email and mailings) have greatest ROI, more than double all other marketing programs (p.r., event marketing, website, advertising)
  CMO Council (Feb 2005)
   
• 2 biggest objectives for Marketers using Email are customer retention and customer acquisition  Millward Brown - September 2004
   
• Most consumers surveyed (72%) were more suspicious of HTML emails with broken image than "phishing" scams sent by spammers. Lyris
   
• Most Popular testing methods for campaigns are testing subject lines, different copywriting and different offers  MarketingProfs.com June 2004
   
• 77% of the daily sampled population say Email remains the most popular application  Pew Internet and American Life Project
   
• 87% of readers surveyed said they outsource sending some or all of their email campaigns and newsletters to ESPs instead of via in-house systems  Marketing Sherpa
   
• Cutting customer defections by just 5 percent has the effect of boosting profits between 25 percent and 95 percent  Harvard Business Review
   
• U.S. companies will spend $9.4 billion on email marketing in 2006
  Media Metrix
   
• 50% of the shoppers surveyed in late December, 2005 said they used emails to make purchases; 50.2 percent said email had some influence on their shopping habits  Return Path
   
• 81% of email marketers unaware of CAN-Spam Act WebSurveyor Corp
   
• 70% of the top retail sites in Google's paid search listings offered email newsletters. JupiterResearch, March 2006
   
• 51  - average number of seconds allocated to a newsletter after opening
  19  - percent of newsletters participants fully read
  3.1 - average number of email accounts users maintained
  Jakob Nielsen 

• Of the 94 million American adults who went online on a given day, 63% used a search engine  Pew Internet and American Life Project
   
• 25% of searchers for product information in several categories eventually made purchases. Of those, about 37 percent happened online, with the rest happening in stores.
  Google and ComScore Networks (March 2006)
   
• Percentage of people who would use a search engine during the various stages of the buying cycle are:
  • 9% for Awareness
  • 68% for Consideration or Research
  • 43% for Decision
  • 28% for Purchase  Enquiro
   
• The local paid-search market is expected to reach nearly $1 billion i 2006, up from $418 million in 2005, and continue to grow rapidly to 1.7 billion in 2007 and reach $4 billion in 2010
  Borrell Associates, "2006 Local Search Advertising"
   
• Google provided 10.8 percent of all visits to online retailers in 2005
  Hitwise
   
• The number of U.S. searches grew 55 percent in December 2005 over December 2004
  Nielsen//NetRatings
   
• 95% of corporate purchasing agents use the web to research products and services before selection and they found that 64% said a search engine would be the first place they'd turn early in the buying cycle
  Enquiro
   
• Some 52 % of surveyed marketers said paid search in 2005 outperformed other tactics.
  ad:tech, conducted with MarketingSherpa