In this post we round up some essential email marketing statistics… 

How Much Is an Email Address Worth?

The answer to this question will vary by industry, and how effective a company’s email marketing is.

Experian estimates that the average email address is worth £84.50.

This is a cross-industry average and will differ greatly, depending on the typical customer lifetime value. So, for example a travel email address will be worth £236, while retail is much lower at £79.

Whatever the exact figure for each industry, it does underline the value of building a valuable email database.

Email ROI

There have been plenty of foolish posts predicting the death of email over the years, but it still delivers the best return on investment of any marketing channel.

Econsultancy’s 2016 Email Marketing Census confirms this, with almost three quarters of 614 company respondents rating it as good or excellent for ROI. The highest proportion of any channel cited.

Email Open Rates

The open rate isn’t a perfect metric (but then, what is?) but it does work well as a benchmark to track over time.

Taken from the IBM Email Marketing Benchmarks study 2016, here are global open rates by region:

We can also see open rates by industry:

Click-Through Rates

From the same IBM benchmark study, here are click-through rates by region:

Click-through rates by industry:

Subject Lines

Taken from a sample of 500 SaleCycle clients, these are the average open rates grouped by subject line content.

Email Client Market Share

Litmus has data on the most popular webmail, desktop and mobile email clients, collected from 1.17 billion email opens.

Emails Deleted Without Reading

Return Path’s Hidden Metrics of Email Deliverability report presents some interesting data on the percentage of emails that end up in spam folders, are replied to, forwarded, or even complained about.

This chart shows the percentage of emails which are deleted without being read:

Browse Abandonment Emails

Browse abandonment emails can be sent to people browsing a website, containing custom content based on their browsing behavior.

These emails have a 80.9% higher open rate and 50.5% higher click through rate than traditional emails.

Average Open Rate:37.23%
Average Click/Open Rate:14.29%
Average Conv/Click Rate:11.65%


Email Split Testing

Phrasee surveyed email marketers on the way they use split testing to optimise email campaigns.

The following stats show that marketers have plenty of room for improvement here:

  • Email marketers split test less than 50% of their campaigns.
  • When they do splits, they mostly do A/B only, nothing more.
  • After split testing, only 5% have statistical models to learn from the results.

Using Personalization in Email Marketing

The Adestra / IDM State of Digital Personalization report looked at marketers’ attitudes to email personalization.

Benefits of personalization in email marketing

Data Used by Marketers Use for Personalization

The email subscriber’s name is the most commonly used piece of customer data for email marketing, as you might expect.

It’s notable that data which provides real insight into customer behavior is less widely used. Transaction data is collected by 49% of marketers, but only used regularly by 25%.

Personalized Emails and Consumers

Taken from a bluehornet survey, these results show customer expect retailers to use implicit and explicit data to personalize marketing emails.

The Best Time to Send Cart Abandonment Emails

We know that cart abandonment emails work well, but the timing can make a massive difference to their effectiveness.

Our stats, taken from 500 global brands, show that one hour from abandonment is the sweet spot. Also, the effectiveness is greatly reduced if the email is sent 24 hour after the shopper has left the site.

How Marketing Emails Influence Consumers

59% of respondents said that marketing emails influence their purchase decisions, while just over 50% buy from marketing emails at least once a month.

Mobile Email Stats

According to stats from the Litmus State of Email report, mobile now accounts for 55% of opens.

Consumer Attitudes to Email Marketing

A bluehornet survey(pdf) looked at the attitudes of 1,800 US consumers to marketing emails, with some useful insights.

How often consumers check email accounts: 

Devices used to check emails: 

Email Optimization Strategies

The Adestra / Econsutancy Email Marketing Census found that a minority of companies have an email optimization strategy which they would describe as ‘quite’ or ‘very’ advanced.

How would you describe the extent to which your company has a strategy for optimizing email marketing for mobile devices? (showing ‘quite’ or ‘very advanced’)

The report also looks at the specific tactics used to improve emails for mobile recipients.

What have you done to optimise email marketing for mobile?

Attitudes to Emails Not Optimized for Mobile

Mobile optimized emails are a must, but as the previous charts show, some companies are less than advanced in their email optimization strategy.

As more and more emails are opened on mobile, failure to ensure that emails are readable on mobile devices represents a huge missed opportunity.

According to a consumer survey, 42.3% will simply delete non-optimized emails, while just 11.3% will read it anyway.

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  • Awesome post Graham! Thanks for sharing! I was wondering, do you have any email marketing platforms that you personally suggest?

  • grahamcharlton

    Hi – that’s a tricky one. It depends what kind / size of business and how self-serve you want to be.

    MailChimp and Drip are both good for that.

  • Great stats. Really informative and helpful. Thanks for the great share!