Email Usage

Email volume rose by 5.4 percent in Q4 2012 compared to Q4 2011. - Experian "Q4 2012 Quarterly Benchmark Study" (2013)

The top three marketing channels organizations are integrating with their email programs include website (75%), social media (56%), and events such as tradeshows, webinars, etc. (40%). - MarketingSherpa "2013 Email Marketing Benchmark Report" (2013)

Adults will account for 87% of all US email users in 2013. - eMarketer "US Internet Users 2013: Solid, Saturated Market for Web, Search and Email" (2013)

eMarketer expects there to be 216.6 million US email users this year, representing 89% of total internet users. Two out of three people in the US will be email users in 2013. - eMarketer "US Internet Users 2013: Solid, Saturated Market for Web, Search and Email" (2013)

Nearly all adult internet users, or 78.4% of the US adult population, will send an email via any device at least once per month this year. - eMarketer "US Internet Users 2013: Solid, Saturated Market for Web, Search and Email" (2013)

Email Newsletters

68% of marketers agree e-newsletters are the top email messages which helps to achieve their business goals, up from 45% in 2011. - DMA "National Client Email Report" (2013)

E-newsletters are the third most popular B2B content marketing tactic used (78%). The most popular is social media at 87%. - MarketingProfs "2013 B2B Content Marketing Benchmarks, Budgets, and Trends" (2012)

E-newsletters make up the greatest number of emails in consumer inboxes at 29 percent. - Return Path "Email Intelligence Report Q3 2012" (2012)

70 percent of “this is spam” complaints from recipients are actually legitimate newsletters, offers or notifications that people are no longer interested in receiving. - Return Path "Email Intelligence Report Q3 2012" (2012)

Email newsletters quarter over quarter have an average of 12% list growth when curators publish less than 50% of articles, compared to 5% growth when curators publish more than 50% of articles. - Curata "Curation Habits Report 2012" (2012)

On average, medium-sized content snippets (141-1,200 characters) generated 9% more click-thru activity than small snippets (less than or equal to 140 characters) for the average newsletter and 106% more clickthru activity than large snippets (larger than 1,200 characters). - Curata "Curation Habits Report 2012" (2012)

Acquisition & Lead Generation

Organic website traffic was cited by 54% of respondents as the best tactic for acquisition; 50% believe transactions are the best tactic. Social media remains in third place, reported by 23% of respondents. - DMA "National Client Email Report" (2013)

Only 25% of Fortune 500 B2B companies use forms to protect content and capture email addresses. - ClickZ "25% of Fortune 500 B2B Companies Have Adopted Marketing Automation" (2013)

97% of Fortune 500 B2B companies use forms for email newsletter sign up, or demo requests. - ClickZ "25% of Fortune 500 B2B Companies Have Adopted Marketing Automation" (2013)

The top three most important email marketing initiatives for companies in 2013 include increasing subscriber engagement, improving segmentation and targeting, and growing their opt-in email list. - StrongMail "2013 Marketing Trends Survey" (2012)

The percent of channel users who acquired a customer through LinkedIn is up from 57% in 2011 to 62% in 2012. -Hubspot "The 2012 State of Inbound Marketing" (2012)

The percent of channel users who acquired a customer through Facebook is up from 48% in 2011 to 52% in 2012. -Hubspot "The 2012 State of Inbound Marketing" (2012)

Most CMOs agree that ROI, optimization and audience insights are of premier importance for lead generation in the next 12 months. - MarketingSherpa "2012 Lead Generation Benchmark Report" (2012)

About 36% of those surveyed invest less than $20 per lead. The second-most popular response was only $21-$50 per lead. - MarketingSherpa "2012 Lead Generation Benchmark Report" (2012)

Email Design Quality

A BlueHornet study found that 75.4% of US email users said a poorly designed email negatively affected their perception of a brand. - eMarketer "Email Marketing Benchmarks: Key Data, Trends and Metrics" (2013)

71% of those surveyed believe communicating the same message across multiple channels such as email, Facebook, and Twitter is the most effective integration tactic, proving a consistent brand. - Lyris "The Lyris Digital Optimizer Report" (2012)

When asked how they felt about managing the marketing emails coming into their personal inbox each week, 40% of respondents said they enjoyed getting lots of marketing emails from their favorite brands and deal services. - Blue Kangaroo "Blue Kangaroo Survey on Marketing Emails" (2012)

34% of consumers choose to receive 6 emails a day from brands they trust. - DMA "Email tracking report 2012" (2012)

49% of consumers subscribe to 1-10 brands; 24% subscribe to 11-20 brands. - DMA "Email tracking report 2012" (2012)

Marketers view content marketing overall as having its most significant impact on lead generation, cited by 51% of respondents, followed by brand awareness (38%), thought leadership (34%) and sales (29%). - BtoB "Content Marketing: Ready for Prime Time" (2012)

According to those surveyed, the top three objectives for mobile marketing include increasing sales, improving customer service/convenience, and increasing brand awareness. - StrongMail "Mobile Marketing Survey 2012" (2012)

59% of respondents are more likely to trust brands that integrate social media. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

58% of consumers are more likely to interact with social brands. - Mass Relevance "The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

63% of consumers agree that social experiences make them more interested in a brand’s product. - Mass Relevance"The Social Hunger: Why Your Audience Feasts on Social Integration" (2012)

Fifty-two percent of marketers have used animated gifs in their email campaigns. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

Animated gifs and cinemagraphs produce higher transaction-to-click rates. - Experian "Email Market Study: Email acquisition and engagement tactics" (2012)

Don’t rely solely on images to get your message across—60% of email clients block images by default. - ExactTarget "4 Email Design Tips to Drive Clicks" (2012)

A laptop or desktop computer is the primary email device for 84% of U.S. adults, while 14% primarily use a mobile device and 2% use a tablet. - Chadwick Martin Bailey "10 Facts about How and Why Consumers Like and Subscribe" (2012)

Mobile emails without 15 pixels of padding for call-to-action buttons have a 28% lower conversion rate, because people are being taken to the wrong place on your website thanks to a 'tap error'—they accidentally hit the wrong button and went to the wrong page. - Chief Marketer "Email Trends: The Importance of Tap Errors, Alt Tags and Mobile Design" (2012)

Nearly one-third of all mobile clickthroughs are accountable as tap errors. - Chief Marketer "Email Trends: The Importance of Tap Errors, Alt Tags and Mobile Design" (2012)

Adding alt tags and text is a simple step that many marketers skip—and it can lower your response rate by 14%. Up to 67% of B2C recipients and 42% of B2B recipients will see disabled images in your email messages where alt tags could have been used. - Chief Marketer "Email Trends: The Importance of Tap Errors, Alt Tags and Mobile Design" (2012)

Email Costs

Budget allocation to email marketing increased slightly in 2012, with 15% more marketers spending at least 30% of their budget on email than in 2011. Over half expect their budget to increase across 2013. - DMA "National Client Email Report" (2013)

In 2012, 51% of email marketers spent at least 10% of their budget on email. 20% of marketers spent 40% or more of their budget on email. - DMA "National Client Email Report" (2013)

While only one in twenty marketers expects their budget to decline, 39% do expect it to remain unchanged in 2013. -DMA "National Client Email Report" (2013)

33% of consumers believe companies should invest more of their marketing time and resources to improve customer loyalty. - ExactTarget "Marketers from Mars" (2013)

55.5% surveyed plan to increase spending on email marketing in the next year. - StrongMail "2013 Marketing Trends Survey" (2012) 

63.3% plan to increase spending on "winback/reengagement" email marketing for the next year, where 59.8% plan to spend more on "welcome" email marketing. - StrongMail "2013 Marketing Trends Survey" (2012) 

39.6% surveyed are increasing spending on Facebook marketing programs. 26.5% are increasing budget for social media management technology. 23.6% plan to increase budget for viral/referral marketing campaigns. - StrongMail"2013 Marketing Trends Survey" (2012) 

37.4% of companies plan to decrease spending for direct mail. 33.6% are decreasing budgets for tradeshows and events. 23% are cutting budgets for advertising. Only 3.4% surveyed are decreasing budgets for email marketing. -StrongMail "2013 Marketing Trends Survey" (2012) 

A majority of B2B companies (65%) allocate less than 25% of their budgets to email marketing, while only 9% are devoting more than 50% of their budgets to email efforts. - Pardot "Survey Reveals Changing Role of Email Marketing" (2012) 

The average budget spent on company blogs and social media increased from 9% in 2009 to 21% in 2012. - Hubspot"The 2012 State of Inbound Marketing" (2012) 

Small businesses are only giving 14% of their budget to outbound marketing, while large businesses are allocating 33% of their budget to outbound channels. - Hubspot "The 2012 State of Inbound Marketing" (2012) 

24% of those surveyed spend less than 1% of their budget on mobile marketing. 33% don't know how much of their budget is allocated to mobile marketing. - StrongMail "Mobile Marketing Survey 2012" (2012) 

55% of those surveyed have increased their mobile marketing budget in the past year. 70% believe that budget will increase in the next 12 months. - StrongMail "Mobile Marketing Survey 2012" (2012)
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