Proof of the Effectiveness of E-Mail Marketing

We talk a lot here about how effective e-mail marketing is. In fact, we even touted some current and upcoming trends in marketing via e-mail just last week

“But where’s the proof?” you may be asking. You want proof, we got your proof., which bills itself as “The Leading Authority on Email Marketing Metrics” (and for good reason), amasses statistics on the efficacy of e-mail marketing from studies from all over. is the place to go when you’re looking for the facts to back up e-mail marketing claims.

Here are just a few.

On the Return on Investment a business receives when using e-mail marketing:

Consumers who receive both email and direct mail on average contribute about $17 in revenue and $4 in margin per household.- Merkle “Driving Successful Email and Direct Mail Integration” (2010)

Email marketing will generate an ROI of $43.52 in 2009. DMA (2009)

How marketing via e-mail compares to other forms of marketing:

  • Over 60 percent of respondents said that at least fifty percent of the email programs they participate in are of value to them. – Econsultancy “How We Shop in 2010: Habits and Motivations of Consumers” (2010)
  • 42 percent of consumers said the best way to receive ads for sales and specials is via email. – Econsultancy “How We Shop in 2010: Habits and Motivations of Consumers” (2010)
  • 68 percent of US consumers aged 18-26 use emailed coupons online. – Econsultancy “How We Shop in 2010: Habits and Motivations of Consumers” (2010)
  • US Internet users engage with an average of 11.8 brands via Email, compared to 9.4 brands via Facebook and 7.9 brands via Twitter. – ExactTarget “Subscribers, Fans, and Followers: The Social Profile” (2010)
  • 56 percent of US Internet users interact with brands only via marketing emails, compared to 1.3 percent who interact only via Twitter and 0.7 percent by Facebook. – ExactTarget “Subscribers, Fans, and Followers: The Social Profile” (2010)
  • 37 percent of US in-store shoppers’ preferred method of receiving retail promotions in via email. – CrossView (2010)


As for how e-mail helps a company make a name — or brand — for itself, look at these reports:

  • Nearly a third of survey respondents (32 percent) said they have stopped doing business with at least one company altogether as a result of its poor email practices. – Merkle (Feb. 2009)
  • 54 percent of respondents in a consumer survey said they had a more favorable opinion of the companies that send them email. – Epsilon (Oct 2008)
  • 44 percent of respondents in a consumer survey said that email from financial services companies make them feel more loyal towards the companies and their products. – Epsilon (Oct 2008)
  • 57 percent of consumers feel they have a more positive impression of companies when they receive email from them. – Epsilon “Branding Survey” (Feb 2009)
  • 40 percent said that simply receiving email has a positive impact on their likelihood to make a future purchase a company. – Epsilon “Branding Survey” (Feb 2009)
  • 71 percent remember email communications when making purchases at the sending company’s web site. – Epsilon “Branding Survey” (Feb 2009)
  • 50 percent said they’re more likely to buy products from companies who send them email, whether their purchases are online or at a place of business. – Epsilon “Branding Survey” (Feb 2009


Your take away from all of this? E-mail marketing works. The ROI you receive on your e-mail marketing efforts is better by far and above than just about any other form of marketing. If you’re ready to see your marketing efforts bring you real results, contact today. We’ll help you put together a great e-mail marketing plan, one that will bring you more customers and more business quickly.