Updated by Kelly Hungerford on Jun 13, 2014

Kelly Hungerford Email & Newsletter: Stats, Quotables, Facts & Surveys

Kelly Hungerford | 33 items | 301 views

In the wake of the rise of Social Media and contrary to rumor, email isn't dead (and neither are newsletters!) Here are a handful of email quotables, stats, facts and downright good posts about email marketing that I often refer to.

Follow List
Embed List
Share
  1. 1. Behavior: clutter or not?

    Behavior: clutter or not?

    25% of people complain they dislike all the marketing clutter they get, yet 40% claimed to enjoy getting lots of marketing emails from favorite brands and deal services each week.
    source: 2012 Blue Kangaroo Survey on Marketing Emails

  2. 2. Behavior: Open rate

    Behavior: Open rate

    64% of people say they open an email because of the subject line.
    source: Chadwick Martin Bailey, 2012

  3. 3. Behavior: why readers aren't clicking

    Behavior: why readers aren't clicking

    61% of people state that "not being interested in an email" was the most common reason for not opening an email, followed by "getting too many emails.
    source: Chadwick Martin Bailey, 2012

  4. 4. Email performance: B2B leads

    Email performance: B2B leads

    40% of B2B marketers rated the leads generated by email marketing (house list) as high quality.
    Souce: Software Advice Survey

  5. 5. Email performance: trigger rates

    Email performance: trigger rates

    The average clickthrough rate for triggered emails is more than double the rate for mass emails.
    Source: epsilon

  6. 6. Subject line: B2B highest performers

    Subject line: B2B highest performers

    For B2B companies, subject lines that contained terms such as “money,” “revenue,” and “profit” perform the highest.
    Source: Adestra July '12 report

  7. 7. Subject line: B2B lowest performers

    Subject line: B2B lowest performers

    Subject lines that contained terms such as “ROI,” “asset,” and “industry" perform the lowest.
    Source: Adestra July '12 report

  8. 8. Subject line: discount terms

    Subject line: discount terms

    Discount terms in subject lines generally performed below average. “Sale” was the outlier, above average in opens (14.4%), clicks (76.5%), and click-to-opens (54.3%). Others such as “% off,” “discount,” “free,” “half price,” “save,” “voucher,” “early bird,” and “2 for 1″ all came in below-average in all 3 metrics, save for “voucher,” which had above average opens (6.5%). “Early bird” was the worst performer in terms of clicks (-71.6%) and click-to-opens (-67.6%).
    source: Adestra July '12 report

  9. 9. Subject line: latest

    Subject line: latest

    “Latest” was the only benefit-related term to see above average clicks (8.8%) and click-to-opens (9%), while “special,” “exclusive,” and “innovate” -- while performing about average in opens -- fared far more poorly in clicks and click-to-opens.
    source: Adestra July '12 report

  10. 10. Subject line: length

    Subject line: length

    Subject lines with 30 or fewer characters performed above average in opens, clicks, and click-to-opens.

  11. 11. Subject line: length 30 Chars or less

    Subject line: length 30 Chars or less

    Subject lines fewer than 10 characters long boasted an open rate of 58%, 38% higher than the next highest open rate, for subject lines of 50-59 characters in length
    source: Adestra July '12 report

  12. 12. Subject line: news related terms

    Subject line: news related terms

    News-related terms in subject lines perform fair but better than discount-related terms. “News” (16.2%), “update” (4.9%), “breaking” (33.5%), “alert” (25.9%), and “bulletin” (12.5%) all saw better than average click-to-open rates (as well as clicks and opens), with “newsletter” being the only term to perform below average in each metric. “Alert” saw the best differential for clicks (78.3%), while “news” did best for opens (30.9%)
    source: Adestra July '12 report

  13. 13. Subject line: personalized subject lines

    Subject line: personalized subject lines

    Personalized subject lines are 22.2% more likely to be opened. However, personalized emails had a clickthrough rate 16.5% lower than the average, and a click-to-open rate 31.7% below the average.

  14. 14. Subject line (sector): B2B vs B2C

    Subject line (sector): B2B vs B2C

    B2B vs B2C
    Quite simply, the more words the better for the B2B sector - anything over 16 words however can deliver on both opens and clicks.
    For B2C, a 20 word subject line appears to be clear winner, delivering a massive 115% uplift in open rates and 85% uplift in clicks!
    Be clear about what your email is about and the trust of your recipients will follow. Money talks in the B2B sector, with subject lines containing monetary symbols, monetary phrases such as “turnover”, “revenue” and “profit” achieving fantastic results, but avoid “B2B”, “Business” and “industry”. Video content rules in the B2C sector, with the word “video” boosting open and click through rates dramatically.
    Avoid “free and “half price”, opt for “% off ” instead and see the positive impact this makes.
    source: Adestra

  15. 15. Subject line (sector): Charity

    Subject line (sector): Charity

    Short subject lines drive both opens and response. If it’s a donation campaign then this is critical!
    However, if it’s an awareness campaign then longer subject lines will drastically improve open rates. The words ‘appeal’ and ‘donate’ have lost their, well, appeal with recipients. Going back to basics with ‘give’ can increase results dramatically.
    If you want to increase your opens by 41% mention ‘kittens’, but it will drop 28% if you mention ‘children’ – strange, but true!
    source: Adestra

  16. 16. Subject line (sector): ecommerce

    Subject line (sector): ecommerce

    With the ecommerce sector, character and word count results are paradoxical. The choice is clear – shorter subject lines drive clicks, and longer subject lines drive opens.
    You need to consider what your objectives are and then construct your subject lines accordingly. Subject lines with 70 characters also appear to provide a huge uplift in click throughs. ‘Coupon’ and ‘voucher’ are out and ‘% off’ and ‘Summer sale’ are in – if you want to drive both opens and clicks.
    source: Adestra

  17. 17. Subject line (sector): Events

    Subject line (sector): Events

    The best click through rate comes from 15 words/120 characters upwards. Focusing on the benefits of attending a given event – be it the exhibitors, speakers, show features or whatever makes your show special.
    The words ‘conference’, ‘seminar’ and ‘webinar’ have much less impact than selling the benefits in the subject line. Mentioning price, discounts or using currency symbols can create a big uplift. Personalisation is also important here.
    source: Adestra

  18. 18. Subject line (sector): publishing

    Subject line (sector): publishing

    For publishers, the results are quite clear – a higher word count delivers more opens and click through rates. Similar to the events sector, sell the benefits and give more information about what your email contains, and your responses will increase. “Newsletter” or “Forecast” or “Intelligence” are to be avoided, while “Bulletin” or “Alert” will see your rates increase. Use cutting edge content - “Exclusive”, “Video” and “Interview” are all good.
    source: Adestra

  19. 19. Subject line: Snappy

    Subject line: Snappy

    Snappy” subject lines of 1-2 words easily performed best in each of the metrics, while those with more than 14 words also performed above average. All other word count groups skewed closely to the average.
    Source: Adestra July '12 report

  20. 20. Subject lines: news related (con't)

    Subject lines: news related (con't)

    Some content terms perform better than others in subject lines. “Issue” (8.5%) and “top stories” (5.9%) were the only to perform above average in click-to-opens. “Research,” “interview,” and “video” scored above average for opens, but below average for clicks and click-to-opens.
    source: Adestra July '12 report

  21. 21. Subject line: Symbols

    Subject line: Symbols

    Subject lines containing the € symbol were above average in opens (2.9%), but below average in clicks (-8.2%) and click-to-opens (-10.8%).
    source: Adestra July 12 report

  22. 22. Subject line: You/Your

    Subject line: You/Your

    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.

  23. 23. Survey: 23 Tweetable Stats on Email Marketing Tactics and Trends

    Survey: 23 Tweetable Stats on Email Marketing Tactics and Trends

    23 Tweetable Stats on Email Marketing Tactics and Trends
    source: inboundmarketing

  24. 24. Survey: Brand and Subject Lines Fuel Email Opens; Clutter Drives Users Away

    Survey: Brand and Subject Lines Fuel Email Opens; Clutter Drives Users Away

    Brand and Subject Lines Fuel Email Opens; Clutter Drives Users Away Originally Published on MarketingCharts Developing strong relationships with consumers and writing strong subject lines appear to be the best ways to ensure email opens, according to [download page]
    source: March 2012 survey results from Chadwick Martin Bailey (CMB) and Constant Contact.

  25. 25. Survey: Email Marketing 2013 - iContact

    Survey: Email Marketing 2013 - iContact

    Find out what marketing decision-makers in small and mid-size businesses have to say about the health of email marketing.