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E-Mail marketing is one of the most popular and successful marketing methods on the Internet. Despite recipients often being frustrated over unsolicited advertising, professional e-Mail marketing represents an effective method to be successful. A study determined 25 top facts that show the effect of e-Mail marketing and why it is worth undertaking.

eMail Marketing


  • 44 per cent of e-Mail recipients purchase something after receiving an advertising e-Mail.
  • 33 per cent of e-Mail recipients open an e-Mail because of the reference.
  • Approximately half of a mailing list is active by opening or clicking on the e-Mail.
  • A reference of less than 10 characters achieves an opening rate of about 58 per cent.
  • Personalised references increase the opening probability by about 22 per cent.
  • Keywords like “money”, “revenue” and “profit” attain the best results in the field of B2B.
  • 64 per cent of recipients say they open an e-Mail because of the reference.
  • Seven in ten people use discounts or coupons that they have received in advertising e-Mails.
  • 39 per cent of marketers have no tactics for mobile e-Mails.
  • 72 percent of B2B customers share valuable contents per e-Mail.
  • 56 percent of companies plan to use e-Mail marketing more in 2013.
  • e-Mails on Monday have the highest response rate.
  • 27 per cent of customers would recommend that companies invest more in e-Mail marketing.
  • One in two marketers uses animated GIFs in e-Mails.
  • This year, about 84 per cent of e-Mails will be spam.
  • e-Mail marketing achieved revenues amounting to round 119 million euro in 2012.
  • e-Mails with social marketing links achieve a click-through rate that is round 158 per cent higher.
  • Women click 10 per cent more in mobile e-Mails.
  • The invested e-mail marketing budget is growing annually by about 10 per cent.
  • 40 percent of B2B marketers attribute high quality to e-Mail marketing.
  • Every euro invested in e-Mail marketing generates an average return that is four times higher.
  • 82 per cent of customers open e-Mails from companies.
  • 64 percent read their e-Mails on mobile devices.
  • In 2013, there will be 3.5 billion e-Mail accounts.
  • In 2016, there will be 4.3 billion e-Mail accounts.



The 25 e-Mail marketing facts demonstrate how important advertising e-Mails can be and what importance will also be attributed to this form of advertising in the future. What has proven to be important is knowing that customers expect valuable information by subscribing to newsletters. Interesting information is the only thing that distinguishes advertising e-Mails from spam.

The reference can be decisive for the success of an e-Mail campaign. The optimisation of a newsletter for all devices plays an important role due to increased use of smartphones, and tablets and should definitely not be overlooked.

David Obojes

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