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2012 Email Statistics
• Number of active email users worldwide: 2.2 billion.
• Average number of email clients used per user: 2.01.
• Average volume of consumer email sent/received per day:
55.8 billion.
• Amount companies worldwide spent on email marketing in
2012: $1.3 Billion.
• Amount of revenue related to email marketing: $8.1 billion.
Source: The Radicati Group, Inc
Email Market 2012-2016
Other Recent Consumer Statistics
• 87% of email users check their personal email accounts
at least once daily.
• Consumers report that about 2/3 of the email they
received were marketing (non-SPAM) messages.
• 30% of non-business email engagement time is
devoted to commercial email.
• Consumers overwhelmingly prefer email for
commercial communications over any other mode.
• 43% of Internet-enabled phone owners use their
phone to check email 4+ times/day. Email is the most
wide-spread online mobile activity.
Source: Merkle, “View from the Digital Inbox 2011”
Survey conducted Fall 2010
Commercial Statistics
• 88% of business-to-consumer (B2C) firms
currently use email marketing. (Forrester, 2011)
• 53% of businesses doing email marketing expect
to increase their budgets in 2013. Only 4% expect
a decrease. (Marketing Sherpa, 2012)
• Among all online marketing, email continues to
deliver the highest return on investment,
outpacing social media spend 3-1. (Direct
Marketers Association, 2012)
Marketing Email Industry Landscape
• Email Marketing is a branch of Direct Marketing, which
includes Direct (postal) Mail and telemarketing. It uses
many of the same techniques and metrics for success.
• Email list management and sending capabilities are
either on-premise (installed on the company’s own
servers), hosted (installed on the vendor’s servers) or a
hybrid of the two.
• Advantages of on-premise installations: No per-emailsent charges, more control over customer data, ability
to customize and integrate with other systems.
• Advantages of hosted installations: Low startup cost,
ability to leverage proven technologies.
On-Premise Vendors
Hosted Vendors
Where People Read Email
Percent
2%
1% 1%
iOS Devices
Outlook
9%
Hotmail
4%
30%
7%
Apple Mail
Yahoo! Mail
Gmail
Android
8%
Windows Live Desktop
9%
17%
12%
Thunderbird
AOL Mail
Other/Undetected
Source: Campaign Monitor
September 2012