8 Stats That Prove Email Is Still the King of Marketing

by Andrew Sheridan November 10, 2015
November 10, 2015

Among all marketing channels, email marketing still reigns supreme. It is one of the simplest channels to implement and maintain, yet it still produces some of the most substantial results for your business. Email marketing isn’t going anywhere, and if you’re not making the most of this powerful channel here are 8 stats that will change your mind.


Marketing via email yields an average 4,300% return on investment for businesses in the United States (Direct Marketing Association). That means for every $ 1 spent on email marketing, the average return is $ 44. How many other marketing channels could give such a high return?


49% of B2B marketers spend more time and resources on email than on other channels (BtoB Magazine). Although the vast majority of marketers are regularly using email marketing, this doesn’t mean email requires a lot of resources. Email blasts are relatively easy to setup and don’t require much maintenance after distribution.


Email is nearly 40 times better than Facebook and Twitter at acquiring customers (McKinsey & Company).This is because email is often more personal than social channels. You can customize your emails to a specific recipient (different subject lines, including their name, offers based on past purchases, etc.) making it much more likely they open your emails and take action.


96% of organizations believe that email personalization can improve email marketing performance (Aberdeen Group). It’s no secret personalization is one of the most successful methods for converting prospects. To drive conversion it is crucial to personalize every marketing interaction: from the inbox, to your website, and all the way to your caller experience.


Lead nurturing emails have a slightly higher unsubscribe rate (1%) than individual email sends (0.5%), indicating their effectiveness in removing unqualified leads from the sales funnel (HubSpot). Email marketing isn’t only effective for acquiring new customers, but also for weeding out people who will never turn into customers. This is another layer of protection for your sales team, and one that is easy to establish at a large scale.


The two biggest factors influencing open rates are the organization the email is from (64%) and the subject line (47%) (Chadwick Martin Bailey). Getting people to open your emails is always the first step towards email success. Having a solid sender reputation and strong copy in your subject line are best ways to improve open rates. Once you get people opening your emails, the next step is having a compelling call to action.


91% of consumers check their email at least once per day on their smartphone, making it the most used functionality (ExactTarget). With so many people reading email on smartphones, it is crucial that your emails are optimized for smaller screens. If your emails are not properly formatted for mobile you’re making it harder for recipients to see your message, and chances are they won’t take the desired action.


67% of all emails are opened on a mobile device (smartphones and tablets), and smartphones alone make up 50% of all opens (Movable Ink). The data shows the majority of emails are read on a mobile device, with half of all email opens occurring on a smartphone. Your call to action needs to be adjusted for mobile users. Most mobile users don’t want to be directed to a landing page with a form, which is too cumbersome to fill out on mobile devices. Instead a well-placed click-to-call button receives better results.


If you’re going to be optimizing your email experience for the mobile world, this means you need to be driving your readers to call your business. To track these mobile call conversions, you need call attribution technology to prove the full ROI of your email programs. To learn more about proving (and improving) the return on your email marketing, check out our white paper: The Definitive Guide to Call Tracking for Email Marketing.

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