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Email Marketing Stats: the Good, the Bad and the Ugly [INFOGRAPHIC]


Welcome to the wild world of email marketing. While some companies are blazing a successful trail, others are failing to lasso business and making enemies of their customers. Here’s a look at the current state of email marketing, and what lies on the horizon...

Email Marketing Stats The Good, the Bad and the Ugly

The Good

Figures suggest that email marketing can give galloping results, when done right

  • 46% of U.K. online consumers have made purchases after receiving an email marketing message (Source: Exact Target)

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  • Triggered email messages get 119% higher click rates than "business as usual" messages (Source: Epsilon)

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  • 59% of B2B marketers say email is the most effective channel in generating revenue (Source: BtoB Magazine)

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The Bad

Unfortunately, the good people of Emailville have their fair share of troubles...

  • 7% of emails received at professional email accounts is spam or junk (Source: Mimecast)

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  • 23.5% of emails failed to reach the recipient’s inbox in the second half of 2011, up from 19% in the first half of the year. (Source: Return Path)

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  • Less than a third of email marketing companies regularly test their email marketing campaigns (Source: EConsultancy)

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The Ugly

And the really bad news?

  • More than a third of email marketing companies have no strategy in place for email on mobile devices (Source: EConsultancy)

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  • 91% of email users have unsubscribed from a company email they previously opted-in to (Source: Hubspot)

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  • Up to 30% of email data collected in online forms is obsolete within a year

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The Future

But don’t throw in your stetson yet. As new frontiers open up, pioneering companies are embracing new technology to generate leads through email marketing...

  • 74% of smartphone owners use their devices to check their email (Source: Gartner)

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  • 81% of tablet owners use their devices to check emails (Source: Gartner)

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  • 61% of marketing companies plan to increase their efforts in email marketing in the next year, compared to 53% for social advertising, and 47% for mobile apps (Source: Experian)

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  • Of the B2B marketers who are best at generating leads through social media, 65% integrate it with email. (Source: Aberdeen Research)

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Just like email, Facebook can be leveraged as source for individually-targeted marketing efforts. To find out more about how, check out this free eGuide: 10 Facebook for Business Best Practices.

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