Email Marketing Statistics 2016 and Beyond

According to Ascend 2, 54 percent of marketers said increasing engagement rate is a top priority.


According to Econsultancy, three-quarter of companies agree that email offers “excellent” to “good” ROI.


According to MarketingProfs, 15 percent of marketers surveyed say their company still does not regularly review email opens and clicks; only 23 percent say they have integrated their website and emails to track what happens after a click.


The higher a number of images in an email, the lower the rate of clickthrough of the email.


33 percent of all emails are opened on iPhones.


Personalized subject lines increase email opens by 41.8 percent.


According to Hubspot, 78 percent of consumers have unsubscribed from emails because a brand was sending too many emails.


51 percent of marketers say enriching contact data quality is their most significant barrier to achieving email marketing success.


Gmail has 1 billion active users worldwide.


Email use worldwide will top 3 billion users by 2020 according to The Radicati Group.


83 percent of businesses use at least basic segmentation for their emails.


According to Adobe, outside of work, Americans most commonly check their email while watching TV (70%), in bed (52%), on vacation (50%), while on the phone (43%), from the bathroom (42%), and even while driving (18%).


Email notifications about abandoned carts have a 40.5 percent open rate.


⅓ of millennial workers are comfortable using emojis to communicate with a direct manager or senior executive according to Adobe.


According to Adestra, email subject lines that include the words “thank you” have the highest above-average engagement levels.


Up to 47 percent of marketers say they split test alternate subject lines to optimize email performance.


The open rate for emails with personalization was 17.6 percent compared to 11.4 percent without personalization.


According to MarketingProfs, 42 percent of marketers do not send targeted emails while 4 percent of marketers use layered targeting.


83 percent of companies use basic segmentation for their email campaigns.


48 percent of emails are opened on a smartphone.


According to Ascend2, 51 percent of marketers say enriching contact data quality is their most significant barrier to achieving email marketing success.


66 percent of unsubscribes occur between 5 and 10 p.m.


Segmented and targeted emails generate 58 percent of all revenue.


The ability to segment email lists and individualize email campaign are the most effective personalization tactics for 51 and 50 percent of marketing influencers respectively.


Top challenges in marketing automation include budget at 36.1 percent, data quality at 35.3 percent and knowledge at 35.2 percent.


According to GetResponse, 51 percent of marketers don’t proactively test their emails.


Only 15.2 percent of marketers can track how email influences other marketing channels.


Reports from GetResponse show that 57.9 percent of marketers plan to increase their email marketing budget in 2017.


More than 37 percent of retailers send at least 4 emails to their contacts every month.


Only 31 percent of car companies use all marketing automation features.


74 percent of email marketers don’t track and review opens and clicks for each send.


50 percent of marketers in the restaurant and food industry communicate 1 to 3 times per month.


Report from GetResponse shows that 11 percent of health and beauty companies run reactivation emails campaigns.


75 percent of email marketers use email automation and 58 percent use personalization techniques.

Only 17 percent of marketers surveyed by GetResponse use a responsive design and another 18 percent use advanced segmentation.