36 Must See Stats for Every E-Commerce Email Marketer

Why is email still one of the top e-commerce marketing channels?

Get a good overview of the most important general stats in the current e-commerce email marketing environment. How many people are reachable through email? Are people reacting through offers via email and what kind of investments other marketers are doing in this space? Learn also about the best times to send out emails, what are the most effective email acquisition tactics and what is the current email client environment like.

Quickly skim through the slides on Slideshare or check the whole list of stats below.

  1. There are more than 3.2 billion email accounts today.

    Source: The Radicati Group, Email Statistics Report

  2. Estimates predict there will be about 4.3 billion email accounts by 2016.

    Source: The Radicati Group, Email Statistics Report

  3. Email now accounts for more than 7% of all e-commerce user acquisitions. It’s the 2nd most effective acquisition channel (behind search – 15.8%)

    Source: Custora

  4. Customer Lifetime Value (CLV) of customers acquired through email is 12% higher than the average. Twitter’s CLV is 23% lower than the average.

    Source: Custora

  5. 33% of consumers report that email contributes most to their online spending.

    Source: Awprotools

  6. Average return on email marketing investment: $44.25 for every dollar spent.

    Source: Experian

  7. 62% marketers are going to spend more on email marketing in 2014 for engagement and retention.

    Source: Econsultancy

  8. Personalized emails improve click-through rates by 14% and conversion rates by 10%.

    Source: Aberdeen Group

  9. Emails with personalized subject lines have 26 percent higher unique open rates than non-personalized emails.

    Source: Experian

  10. Personalized calls-to-actions (CTA) had a 42% higher view-to-submission rate than CTAs that were the same for all visitors.

    Source: HubSpot

  11. 44% of email recipients made at least one purchase last year based on a promotional email.

    Source: Convinceandconvert.com

  12. 7 in 10 people say they made use of a coupon or discount from a marketing email in the prior week.

    Source: 2012 Blue Kangaroo Study

  13. Free-shipping offers are twice as effective (0.22% – 1.9%) as price-reduction offers (0.1% – 0.8%).

    Source: Retentionscience

  14. 91% of consumers report checking email at least once a day.

    Source: ExactTarget

  15. Mobile purchasing decisions are most influenced by emails from companies (71%) only surpassed by the influence of friends (87%).

    Source: Adobe Digital Report

  16. Women click 10% more often than men on mobile emails.

    Source: Tailored Mail 2012 Email Marketing Trends


Email Timing – When to Send Out Your Email Campaigns

One of the crucial email marketing questions when you are at a bigger scale: when to send out emails? Look at what times are performing the best and find when to send out emails to avoid being lost in the crowds.

Even more, through observing ever-changing consumer habits, we have to continuously learn and adapt our email sending times to it.

  1. Weekend open rates (averaging 17.8% for Saturday and Sunday) are the highest of the week. Especially in the B2C market.

    Source: Experian.com

  2. 23.8% of all email opens occur during the 1st hour after delivery.

    Source: GetResponse

  3. After 24hours, an email’s chance of being opened drops below 1%.

    Source: GetResponse

  4. Almost a third of all emails are sent out during the Q4.

    Source: GetResponse

  5. Most of the commercial emails (17.93%) are sent out on Tuesdays.

    Source: GetResponse

  6. Most promotional email recipients engage with email in the afternoons and evenings.

    Source: Retention Science

  7. Less than half of marketers (49%) are actively testing email send time and day.

    Source: Econsultancy/Adestra


Email Acquisition in E-commerce

We all want to grow our lists – as fast as possible, while maintaining respect for our subscribers. Below are some of the stats that should help you out.

If you are really interested in this topic, you shouldn’t miss our recent blog post on 11 best e-commerce tactics to acquire more email addresses.

  1. 84% By far the most popular e-commerce email acquisition channel is the checkout site (84%).

    Source: Experian.com

  2. 45% of e-commerce sites are using pop-up layovers now. Fastest growing trend – doubled from 2012.

    Source: Experian.com

  3. 80% of retail brands collect emails through a point of sale (POS) system entered by a sales associate.

    Source: Experian.com


Client environment – What Device Types Rule Email

Mobile is taking over – if you don’t believe us just look at the trends below.

That said, not many marketers are ready for this quickly growing trend. There is still a clear opportunity for progressive marketers to adapt fast and get ahead of their competition.

  1. Email is the number one most popular activity on smartphones – 78% of people check email on their mobile phone.

    Source: IDC

  2. 49% of all emails are now opened on mobile (February 2014).

    Source: Litmus

  3. Gmail reigns the webmail market share with 40% of the market.

    Source: Litmus

  4. Desktop email represent only 27% of all email opens currently and have been on a steady decline for the past couple of years.

    Source: Litmus

  5. Mobile email opens have grown by 21% just in 2013.

    Source: Litmus

  6. 30% of consumers now read their email exclusively on mobile devices.

    Source: Yesmail

  7. Apple iPhone is by far the most popular email client with 26% of all email opens.

    Source: Litmus

  8. Less than 12% of all emails collected in June 2013 were mobile optimized.

    Source: Equinux.com

  9. 56% of mobile online sales originating from a marketing email take place on an iPad.

    Source: Yesmail

  10. Over 70% of mobile purchasing decisions are influenced by promotional emails.

    Source: Yesmail