---
title: Email Marketing Stats That'll Improve your Email Marketing ROI
description: Learn about email marketing stats to help your campaigns? Check out this post and you'll find out.
---

[HubSpot Platform Blog](https://avidlynow.com/blog)

# [Email Marketing Stats That'll Improve your Email Marketing ROI](https://avidlynow.com/blog/email-marketing-stats-2014)

 Written by [Izzy](https://avidlynow.com/blog/author/ismail-aly) | Dec 31, 2014 3:00:00 AM

Email marketing is a powerful channel for delivering messages directly to your subscribers. According to Direct Marketing, email marketing ROI is 4,300%, making it the most consistent, targeted, effective, inexpensive tool to reach your target audience.

So take a look at these must-know email marketing stats that will help you improve your email campaigns to achieve higher open rates and click rates.

Here is a list of tweetable email marketing stats for you to share

## **Email Marketing is growing**

The number of worldwide email accounts is projected to grow from over 4.1 billion accounts in 2014 to over 5.2 billion accounts by the end of 2018. That’s almost 27% growth. (Source: Radicati Group) \[[tweet this](https://twitter.com/home?status=There%20are%20over%204.1%20billion%20email%20accounts%20in%202014%20and%20expected%20to%20reach%205.2%20billion%20by%202018.%20That%E2%80%99s%20almost%2027%25%20growth%20http://bit.ly/1dnKqK0)\]

1. 122,500,453,020 emails are sent every hour. (Source: MarketingProfs) \[[tweet this](https://twitter.com/home?status=122,500,453,020%20emails%20are%20sent%20every%20hour%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
2. On average, email lists, subscribers receive 416 commercial emails per month. (Source: Return Path) \[[tweet this](https://twitter.com/home?status=On%20average%20email%20lists%20subscribers%20receives%20416%20commercial%20emails%20per%20month%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
3. 93% of consumers also get at least one permission-based email daily. (Source: ExactTarget) \[[tweet this](https://twitter.com/home?status=93%25%20of%20consumers%20also%20get%20at%20least%20one%20permission-based%20email%20daily%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
4. 69.7% of internet users prefer to communicate with businesses via email. (Source:  eMarketer) \[[tweet this](https://twitter.com/home?status=69.7%25%20of%20internet%20prefer%20to%20communicate%20with%20businesses%20via%20email%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
5. 7 in 10 people say they had made use of a coupon or discount they had learned about through a marketing email in the prior week (35%) or month (33%). (Source: Blue Kangaroo) \[[tweet this](https://twitter.com/home?status=7%20in%2010%20people%20use%20%20a%20coupon%20or%20discount%20they%20had%20learned%20about%20through%20a%20marketing%20email%20%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]

## **Email Marketing Subject Line**

1. 64% of people say they open an e-mail because of the subject line. (Source: Chadwick Martin Bailey) \[[tweet this](https://twitter.com/home?status=64%25%20of%20people%20say%20they%20open%20an%20e-mail%20because%20of%20the%20subject%20line.%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
2. Marketers report that their most effective emails are mobile opt-ins 76%, birthday emails 75%, and transactional emails 74%. (Source: Pardot*) *\[[tweet this](https://twitter.com/home?status=Marketers%20report%20that%20their%20most%20effective%20emails%20are%20mobile%20opt-ins,%20birthday%20emails%20%20and%20transactional%20emails%20http://bit.ly/1dnKqK0%20)\]
3. Posts and Jobs are the most clicked subject line words. (HubSpot) \[[tweet this](https://twitter.com/home?status=Posts%20and%20Jobs%20are%20the%20most%20clicked%20subject%20line%20words.%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
4. 33% of email recipients open an email based on the subject line alone. (Source: Convince&Convert) \[[tweet this](https://twitter.com/home?status=33%25%20of%20email%20recipients%20open%20email%20based%20on%20subject%20line%20alone.%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
5. Subject lines that contained terms such as “ROI,” “asset,” and “industry” perform the lowest. (Source: Adestra) \[[tweet this](https://twitter.com/home?status=Subject%20lines%20that%20contained%20terms%20such%20as%20%E2%80%9CROI,%E2%80%9D%20%E2%80%9Casset,%E2%80%9D%20and%20%E2%80%9Cindustry%E2%80%9D%20perform%20the%20lowest.%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
6. Subject lines with 30 or fewer characters performed above average in opens, clicks, and click-to-opens. (Source: Adestra) \[[tweet this](https://twitter.com/home?status=Subject%20lines%20with%2030%20or%20fewer%20characters%20performed%20above%20average%20in%20opens,%20clicks,%20and%20click-to-opens%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
7. “You/your” were the most common words, used in 18.7% of subject lines, up 3.4% year over year, followed by “off” and “get,” both in 16.6% of emails, and both up 5.2% year over year. (Source: Experian) \[[tweet this](https://twitter.com/home?status=%E2%80%9CYou/your%E2%80%9D%20were%20the%20most%20common%20words,%20used%20in%2018.7%25%20of%20subject%20lines%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
8. Most clicked lead nurturing subject line words include secrets, e-sales, and awesome. (Source: HubSpot) \[[tweet this](https://twitter.com/home?status=Most%20clicked%20lead%20nurturing%20subject%20line%20words%20include%20secrets,%20e-sales%20and%20awesome%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]

## **Email Marketing For Mobiles**

1. 48% of emails are opened on mobile devices. (Source: Litmus) \[[tweet this](https://twitter.com/home?status=48%25%20of%20emails%20are%20opened%20on%20mobile%20devices%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
2. Only 11% of emails are optimized for mobile. (Source: Litmus) \[[tweet this](https://twitter.com/home?status=Only%2011%25%20of%20emails%20are%20optimised%20for%20mobile%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
3. 69% of mobile users delete emails that aren’t optimized for mobile. (Source: Forbes) \[[tweet this](https://twitter.com/home?status=69%25%20of%20mobile%20users%20delete%20emails%20that%20aren%E2%80%99t%20optimised%20for%20mobile%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
4. 38% of email is now opened on a mobile device, with 33% for desktop and 29% for webmail. (Source: Litmus) \[[tweet this](https://twitter.com/home?status=38%25%20of%20email%20is%20now%20opened%20on%20a%20mobile%20device,%20with%2033%25%20for%20desktop%20and%2029%25%20for%20webmail%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
5. More than 50% of marketers aren’t optimizing emails for mobile viewing. (Source: MarketingSherpa) \[[tweet this](https://twitter.com/home?status=More%20than%2050%25%20of%20marketers%20aren%E2%80%99t%20optimizing%20emails%20for%20mobile%20viewing%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
6. 63% of Americans and 41% of Europeans will close or delete an email not optimized for mobile. (Source: ReturnPath) \[[tweet this](https://twitter.com/home?status=63%25%20of%20Americans%20and%2041%25%20of%20Europeans%20will%20close%20or%20delete%20an%20email%20not%20optimized%20for%20mobile%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
7. 64% of decision-makers read their email via mobile devices. (Source: TopRankBlog) \[[tweet this](https://twitter.com/home?status=64%25%20of%20decision-makers%20read%20their%20email%20via%20mobile%20devices%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
8. One-third of marketers say their subscribers read emails on mobile devices at least 50% of the time. (Source: Salesforce) \[[tweet this](https://twitter.com/home?status=One-third%20of%20marketers%20say%20their%20subscribers%20read%20emails%20on%20mobile%20devices%20at%20least%2050%25%20of%20the%20time%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
9. Only 24% of marketers rarely or never use responsive email design. (Source: Pardot) \[[tweet this](https://twitter.com/home?status=Only%2024%25%20of%20marketers%20rarely%20or%20never%20use%20responsive%20email%20design%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
10. 72% of US online adults send or receive personal emails via smartphone at least weekly. (Source: Forrester) \[[tweet this](https://twitter.com/home?status=72%25%20of%20US%20online%20adults%20send%20or%20receive%20personal%20emails%20via%20smartphone%20at%20least%20weekly%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
11. Over 70% of mobile purchasing decisions are influenced by promotional e-mails. (Source: Mark the Marketer) \[[tweet this](https://twitter.com/home?status=Over%2070%25%20of%20mobile%20purchasing%20decisions%20are%20influenced%20by%20promotional%20e-mails%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]

## **Email Marketing For Marketers**

1. 73% of marketers agree that email marketing is core to their business. (Source: SalesForce) \[[tweet this](https://twitter.com/home?status=73%25%20of%20marketers%20agree%20that%20email%20marketing%20is%20core%20to%20their%20business%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
2. 60% of marketers claim that email is a critical enabler of products and services. (Source: Pardot) \[[tweet this](https://twitter.com/home?status=60%25%20of%20marketers%20claim%20that%20email%20is%20a%20critical%20enabler%20of%20products%20and%20services%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
3. 20% of marketers say their business's primary revenue source is directly linked to email operations. (Source: SalesForce) \[[tweet this](https://twitter.com/home?status=20%25%20of%20marketers%20say%20their%20business'%20primary%20revenue%20source%20is%20directly%20linked%20to%20email%20operations%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
4. 43% of businesses have email teams of 2-3 people. (Source: Pardot) \[[tweet this](https://twitter.com/home?status=43%25%20of%20businesses%20have%20email%20teams%20of%202-3%20people%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
5. 74% of marketers believe email produces or will produce ROI in the future. (Source: Pardot) \[[tweet this](https://twitter.com/home?status=74%25%20of%20marketers%20believe%20email%20produces%20or%20will%20produce%20ROI%20in%20the%20future%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
6. Email marketing delivers the highest ROI (about $44 per dollar spent, on average) of any digital marketing tactic. (SourceMark the Marketer) \[[tweet this](https://twitter.com/home?status=Email%20marketing%20delivers%20the%20highest%20ROI%20of%20any%20digital%20marketing%20tactic%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
7. Only 8% of companies and agencies have an email marketing team. (Source: Mark the Marketer) \[[tweet this](https://twitter.com/home?status=Only%208%25%20of%20companies%20and%20agencies%20have%20an%20email%20marketing%20team%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
8. 17% of marketers don’t track or analyze email metrics for their organization. (Source: Mark the Marketer) \[[tweet this](https://twitter.com/home?status=17%25%20of%20marketers%20don%E2%80%99t%20track%20or%20analyse%20email%20metrics%20for%20their%20organisation%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
9. 59% of marketers plan to increase their email marketing budgets in 2015. (Source: Pardot) \[[tweet this](https://twitter.com/home?status=59%25%20of%20marketers%20plan%20to%20increase%20their%20email%20marketing%20budgets%20in%202015%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]

## **Email Marketing For B2B & B2C**

1. 72% of B2B buyers are most likely to share useful content via email. (Source: Earnest Agency) \[[tweet this](https://twitter.com/home?status=72%25%20of%20B2B%20buyers%20are%20most%20likely%20to%20share%20useful%20content%20via%20email%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
2. 40% of B2B marketers rated the leads generated by email marketing as high quality. (Source: Software Advice Survey) \[[tweet this](https://twitter.com/home?status=40%25%20of%20B2B%20marketers%20rated%20the%20leads%20generated%20by%20email%20marketing%20as%20high%20quality%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
3. The retail apparel industry has the highest proportion of active members (39% opened or clicked an email within 3 months), followed by the business publishing/media general (34%), travel/hospitality travel services (31%), and retail general (30%) segments. (Source: Epsilon) \[[tweet this](https://twitter.com/home?status=The%20retail%20apparel%20industry%20has%20the%20highest%20%23%20of%20active%20members,%20followed%20by%20publishing,%20travel,%20retail%20general%20http://bit.ly/1dnKqK0)\]
4. People who buy products marketed through email spend 138% more than people that do not receive email offers. (Source: Convince and Convert) \[[tweet this](https://twitter.com/home?status=People%20who%20buy%20products%20marketed%20through%20email%20spend%20138%25%20more%20than%20people%20that%20don't%20receive%20%23email%20offers%20http://bit.ly/1dnKqK0)\]
5. 66% of consumers have made a purchase online as a result of an e-mail marketing message. (Source: Direct Marketing Association) \[[tweet this](https://twitter.com/home?status=66%25%20of%20consumers%20have%20made%20a%20purchase%20online%20as%20a%20result%20of%20an%20e-mail%20marketing%20message%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]

## **Email Segmentation & Personalization**

1. Click-through rate (CTR) is higher when using the recipient’s first name in the subject line over no use of the first name. (Source: HubSpot) \[[tweet this](https://twitter.com/home?status=Click%20through%20rate%20is%20higher%20when%20using%20the%20recipient%E2%80%99s%20first%20name%20in%20the%20subject%20line%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
2. Personalization of email content yielded the highest average open rate for all email campaigns, with 17.6 percent of all personalized emails being opened. (Source: MailerMailer) \[[tweet this](https://twitter.com/home?status=Personalization%20of%20email%20content%20yielded%20the%20highest%20average%20open%20rate%20for%20all%20email%20campaigns%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
3. Personalized emails generate up to 6 times higher revenue per email than do non-personalized emails. (Source: Experian Marketing Services) \[[tweet this](https://twitter.com/home?status=Personalized%20emails%20generate%20up%20to%206%20times%20higher%20revenue%20per%20email%20than%20do%20non-personalized%20emails%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
4. Personalized emails improve click-through rates by 14% and conversion rates by 10%. (Source: Aberdeen Group) \[[tweet this](https://twitter.com/home?status=Personalized%20emails%20improve%20click-through%20rates%20by%2014%25,%20and%20conversion%20rates%20by%2010%25%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
5. Segmentation, personalization, recommendations, and the inclusion of custom database fields in email copy drive 360% higher conversion than a generic email message with a personalized salutation. (Source: Gleanster) \[[tweet this](https://twitter.com/home?status=Segmentation,%20personalization,%20recommendations,%20custom%20database%20fields%20in%20email%20drive%20360%25%20higher%20conversion%20http://bit.ly/1dnKqK0)\]

## **Email Marketing Lead Generation**

1. 95% of customers want a brand to pursue them as a customer actively. (Source: Forbes) \[[tweet this](https://twitter.com/home?status=95%25%20of%20customers%20want%20a%20brand%20to%20actively%20pursue%20them%20as%20a%20customer%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
2. 67% of marketers say that email is key for attracting and engaging prospects and the best path to increase marketing ROI (Source: Forbes) \[[tweet this](https://twitter.com/home?status=67%25%20of%20marketers%20say%20that%20email%20is%20key%20for%20attracting%20and%20engaging%20prospects%20%26%20increase%20marketing%20ROI%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
3. Email marketing as a channel was the third overall lead gen source for marketers in 2013, producing 13% of all leads. (Source: HubSpot) \[[tweet this](https://twitter.com/home?status=Email%20marketing%20was%20the%20third%20overall%20lead%20gen%20source%20for%20marketers,%20producing%2013%25%20of%20all%20leads%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
4. The top 3 metrics used to track email marketing success are click-throughs, conversions, & click-to-open rates. (Source: Pardot) \[[tweet this](https://twitter.com/home?status=The%20top%203%20metrics%20used%20to%20track%20email%20marketing%20success%20are%20click-throughs,%20conversions,%20%26%20click-to-open%20rates%20http://bit.ly/1dnKqK0)\]

## **Email Marketing Format and Design**

1. Emails with social sharing buttons increase click-through rates by 158%. (Source: Social Fresh) \[[tweet this](https://twitter.com/home?status=Emails%20with%20social%20sharing%20buttons%20increase%20click-through%20rates%20by%20158%25%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
2. 88% prefer to receive HTML emails vs. 12% who prefer plain text from companies. (Source: HubSpot) \[[tweet this](https://twitter.com/home?status=88%25%20prefer%20to%20receive%20HTML%20emails%20vs.%2012%25%20who%20prefer%20plain%20text%20from%20companies%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
3. Design and content are the most time-consuming email activity for marketers, and it is taking away from spending time on testing and optimization. (Source: Mark the Marketer) \[[tweet this](https://twitter.com/home?status=Design%20and%20content%20are%20the%20most%20time-consuming%20email%20activity%20for%20marketers%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
4. Marketers report that their top three uses for email are newsletters 66%, promotional content 54%, and welcome series emails 42%. (Source: ExactTarget) \[[tweet this](https://twitter.com/home?status=Marketers%20report%20that%20their%20top%20three%20uses%20for%20email%20are%20newsletters,%20promotional%20content,%20and%20welcome%20series%20emails%20http://bit.ly/1dnKqK0)\]
5. The top 3 most effective emails are mobile opt-ins (76%), birthday emails (75%), & transactional emails (74%). (Source: Pardot) \[[tweet this](https://twitter.com/home?status=The%20top%203%20most%20effective%20emails%20are%20mobile%20opt-ins%20\(76%25\),%20birthday%20emails%20\(75%25\),%20%26%20transactional%20emails%20\(74%25%20http://bit.ly/1dnKqK0)\]

## **Email Marketing Sending Time and Frequency**

1. Saturday has the highest CTR at over 9% (Sunday is second, just under 9%) for consumer email campaigns. (Source: HubSpot) \[[tweet this](https://twitter.com/home?status=Saturday%20has%20the%20highest%20CTR%20at%20over%209%25%20(Sunday%20is%20second%20just%20under%209%25)%20for%20consumer%20email%20campaigns%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
2. Triggered email messages yield 71% higher open rates and 102% higher click rates than non-triggered email messages. (Source: Epsilon) \[[tweet this](https://twitter.com/home?status=Triggered%20%23email%20messages%20yield%2071%25%20higher%20open%20rate%20%26%20102%25%20higher%20click%20rates%20than%20non-triggered%20emails%20http://bit.ly/1dnKqK0)\]
3. 6 AM has the highest CTR of any hour. (Source: HubSpot) \[[tweet this](https://twitter.com/home?status=6%20AM%20has%20the%20highest%20CTR%20of%20any%20hour%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
4. 14% of all opens and clicks on a mobile device occurred from 6 a.m. to 8 a.m. The second-biggest peak, at 12%, occurred between 6 p.m. and 8 p.m. (Source: TailoredMail) \[[tweet this](https://twitter.com/home?status=14%25%20of%20all%20opens%20%26%20clicks%20on%20a%20mobile%20%20occurred%20from%206-8%20a.m.%20The%202nd%20at%2012%25%20occurred%20between%206-8%20p.m%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
5. 91% of people check their email daily. (Source: Exact Target) \[[tweet this](https://twitter.com/home?status=91%25%20of%20people%20check%20their%20email%20daily%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
6. The 9 am click-through rates outperformed the 12 pm emails by 10% and gained 15% more clicks than the 4 pm time slot. The 12 pm emails only outperformed the 4 pm email by 6%. (Source: MarketingSherpa) \[[tweet this](https://twitter.com/home?status=The%209am%20CTR%20outperformed%20the%2012pm%20emails%20by%2010%25%20%26%204pm%20emails%20by%2015%25.%20The%2012pm%20emails%20outperformed%20the%204pm%20email%20by%206%25%20http://bit.ly/1dnKqK0)\]
7. Most unsubscriptions happen on Tuesdays with a 0.52% unsubscribe rate. (Source: HubSpot) \[[tweet this](https://twitter.com/home?status=Most%20unsubscriptions%20happen%20on%20Tuesdays%20with%20a%200.52%25%20unsubscribe%20rate%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
8. Saturday has the highest CTR at over 9% (Sunday is second, just under 9%) for consumer email campaigns. (Source: HubSpot) \[[tweet this](https://twitter.com/home?status=Saturday%20has%20the%20highest%20CTR%20at%20over%209%25%20(Sunday%20is%20second%20just%20under%209%25)%20for%20consumer%20email%20campaigns%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]
9. 76% of email opens occur in the first two days after an email is sent. Email open rates are noticeably lower on weekends than on weekdays. (Source: Mark the Marketer) \[[tweet this](https://twitter.com/home?status=76%25%20of%20email%20opens%20occur%20in%20the%201st%202%20days%20after%20an%20email%20is%20sent.%20Email%20open%20rates%20are%20lower%20on%20weekends%20http://bit.ly/1dnKqK0)\]
10. 69% of subscribers say that too many emails are the number reason they unsubscribe from the email. (Source: Chadwick Martin Bailey) \[[tweet this](https://twitter.com/home?status=69%25%20of%20subscribers%20say%20that%20too%20many%20emails%20are%20the%20number%20reason%20they%20unsubscribe%20from%20email%20http://bit.ly/1dnKqK0%20%23emailmarketing)\]

 I hope you find these email marketing stats helpful. I would love to hear your comments or If you have any additional stats to add to this list, drop a line in the comment box below.

  

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- [Email Subject Line Best Practices](https://avidlynow.com/blog/best-email-subject-lines)
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