#mobile is changing everything #digital including email.

1. E-mail marketing in the U.S. - Statista Dossier
Statista Dossier
© Statista, Inc. (NY)

2. Table of Contents
E-mail marketing in the U.S. - Statista Dossier

3. Overview
07 Planned changes to marketing budgets in the U.S. in 2015, by channel
08 E-mail marketing spending in the U.S. 2014-2019
09 Leading objectives for improving U.S. e-mail marketing ROI 2015
10 Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015
11 Customer marketing methods in the U.S. 2015
12 E-mail marketing method usage time as per maketers worldwide Q2 2014
13 Marketers' opinion of the future of email marketing worldwide by 2020
14 Number of e-mail users worldwide 2012-2016
15 Number of U.S. e-mail users 2013-2019
Effectiveness
17 U.S. online shopper conversion rates in 1st quarter 2014, by traffic source
18 Most effective digital marketing channels for customer retention in the U.S. 2014
19 B2B demand generation: cost-per-lead in the U.S. 2014, by channel
20 Email marketing: CTR and open rates in North America Q1 2010-Q3 2014
21 U.S. e-mail marketing influence on online and offline buying 2015
22 Global e-mail forward-to-open rate 2015, by audience size

4. 23 Direct mail effectiveness in the U.S. 2014
E-mail advertising
25 E-mail advertising spending in the U.S. from 2010 to 2017
26 Distribution of online advertising revenue in the U.S. from 2006 to 2014, by type
27 E-mail conversion rate in the U.S. Q2 2015, by device type
28 E-mail opens share in the U.S. Q1-Q2 2015, by device
29 Share of website visitors supplying e-mail addresses for marketing purposes 2014
30 Marketers: preferred ways of being contacted by agencies in the United States in 2014
31 Time spent reading ad e-mails in the U.S. Q2 2015, by device type
32 U.S. consumer actions influenced by shopping cart reminder e-mails 2015
Mobile e-mail marketing
34 Most popular mobile activities in the United States 2014
35 U.S. e-mail marketing mobile optimization level 2014
36 Mobile e-mail opens share in the U.S. Q1-Q2 2015, by OS
37 Treatment of e-mails not rendering well on mobile devices in the U.S. 2012 and 2014
Personalization

5. 39 Leading digital marketing channels with personalized messages worldwide 2015
40 Perceived personalization impact on marketing metrics worldwide 2015
41 E-mail open and click rates in the U.S. in 2014, by personalization
42 E-mail subject personalization influence on open rate America Q1 2015, by industry
Consumer perception and behavior
44 Marketing communication channels preferred by U.S. consumers 2015
45 Consumer perception of e-mail advertising in the U.S. 2010-2014
46 Attitudes toward retailer email ads in the U.S. 2014, by gender
47 Attitudes toward retailer email ads in the U.S. 2014, by age
48 Promotional e-mail signup reasons according to U.S. consumers 2014
49 E-mail marketing frequency preference according to U.S. consumers 2015
50 Reasons why U.S. consumers mark promo e-mails as spam 2015

6. Overview
E-mail marketing in the U.S. - Statista Dossier

7. Overview
Further information regarding this statistic can be found on page 52.
7
Will your organization increase, decrease or maintain spending on the
following marketing mediums in 2015?
Planned changes to marketing budgets in the U.S. in 2015, by channel
Note: United States; Among trade show marketers/exhibitors
Source: Exhibitor; ID 257294

8. Overview
Further information regarding this statistic can be found on page 53.
8
E-mail marketing spending in the United States from 2014 to 2019 (in
billion U.S. dollars)
E-mail marketing spending in the U.S. 2014-2019
Note: United States; forecast
Source: Forrester Research; Advertising Age; ID 266624

9. Overview
Further information regarding this statistic can be found on page 54.
9
What are your top five priorities for improving the ROI of your e-mail
marketing programs in 2015?
Leading objectives for improving U.S. e-mail marketing ROI 2015
Note: United States; 2014; mid-market n=174; enterprise n=174; among mid-market and enterprise marketers
Source: MarketingCharts; Various sources (Relevancy Group; Liveclicker); ID 374636

10. Overview
Further information regarding this statistic can be found on page 55.
10
Leading marketing channels influencing revenue growth according to
B2B and B2C professionals in the United States in 2015
Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015
Note: 600 Respondents; among digital marketers
Source: Various sources (Webmarketing123); MarketingCharts; ID 400082

11. Overview
Further information regarding this statistic can be found on page 56.
11
Leading marketing methods according to marketing executives in the
United States in 2015
Customer marketing methods in the U.S. 2015
Note: United States; December 11 to 22, 2014; 327 Respondents
Source: Autopilot; ID 426388

12. Overview
Further information regarding this statistic can be found on page 57.
12
Length of time selected e-mail marketing methods were used according
to marketers worldwide in 2nd quarter 2014
E-mail marketing method usage time as per maketers worldwide Q2 2014
Note: Worldwide; Q2 2014; 89 Respondents; Among e-mail marketers
Source: Forrester Research; StrongView; ID 452673

13. Overview
Further information regarding this statistic can be found on page 58.
13
How will email marketing change in the next five years?
Marketers' opinion of the future of email marketing worldwide by 2020
Note: Germany; United States; France; January 2015; 18 years and older; 300 Respondents; among marketers with decision-making authority and who
send out more than 500 thousand promotional emails per month
Source: MarketingCharts; Various sources (Mailjet); ID 381645

14. Overview
Further information regarding this statistic can be found on page 59.
14
Number of e-mail users worldwide from 2012 to 2016 (in billions)
Number of e-mail users worldwide 2012-2016
Note: United States; 2012
Source: The Radicati Group; ID 255080

15. Overview
Further information regarding this statistic can be found on page 60.
15
Number of e-mail users in the United States from 2013 to 2019 (in
millions)
Number of U.S. e-mail users 2013-2019
Note: United States; 2013 to 2015
Source: eMarketer; ID 253790

16. Effectiveness
E-mail marketing in the U.S. - Statista Dossier

17. Effectiveness
Further information regarding this statistic can be found on page 61.
17
Conversion rate of U.S. online shoppers in the 1st quarter of 2014, by
traffic source
U.S. online shopper conversion rates in 1st quarter 2014, by traffic source
Note: United States; 1st quarter 2014
Source: Monetate; ID 241467

18. Effectiveness
Further information regarding this statistic can be found on page 62.
18
Most effective digital marketing channels for customer retention in the
United States in 2nd quater 2014
Most effective digital marketing channels for customer retention in the U.S. 2014
Note: United States; 300 digital marketers
Source: eMarketer; GigaOM; Various sources (Extole); ID 316104

19. Effectiveness
Further information regarding this statistic can be found on page 63.
19
Perception of lead generation cost (cost-per lead) among B2B marketers
in the United States as of October 2014, by channel
B2B demand generation: cost-per-lead in the U.S. 2014, by channel
Note: United States; 200 Respondents; among B2B marketing professionals
Source: Website (Software Advice); MarketingCharts; ID 368308

20. Effectiveness
Further information regarding this statistic can be found on page 64.
20
Email open and clickthrough rates (CTR) in North America from 1st
quarter 2010 to 3rd quarter 2014
Email marketing: CTR and open rates in North America Q1 2010-Q3 2014
Note: North America; 1st quarter 2010 to 3rd quarter 2014; based on 8.7 billion e-emails sent by Epsilon among more than 140 participant clients
Source: Epsilon; MarketingCharts; ID 378385

21. Effectiveness
Further information regarding this statistic can be found on page 65.
21
Share of consumers who made online and offline purchases influenced
by a promotional e-mail in the United States as of January 2015
U.S. e-mail marketing influence on online and offline buying 2015
Note: United States; January 21 to 23, 2015; 18 years and older; 2,057
Source: MarketingSherpa; PR Newswire; ID 434677

22. Effectiveness
Further information regarding this statistic can be found on page 66.
22
Share of opened marketing e-mails that were forwarded worldwide as of
March 2015, by audience size
Global e-mail forward-to-open rate 2015, by audience size
Note: United States; January 2013 to March 2015; based on Litmus clients; broader metrics may vary
Source: MarketingCharts; Various sources (Litmus); ID 453341

23. Effectiveness
Further information regarding this statistic can be found on page 67.
23
Are you more likely to make a purchase based on direct mail promotions
than e-mail promotions?
Direct mail effectiveness in the U.S. 2014
Note:
Source: AYTM; ID 322237

24. E-mail advertising
E-mail marketing in the U.S. - Statista Dossier

25. E-mail advertising
Further information regarding this statistic can be found on page 68.
25
E-mail advertising spending in the United States from 2010 to 2017 (in
billion U.S. dollars)
E-mail advertising spending in the U.S. from 2010 to 2017
Note: United States; August 2013; includes advertising that appears on desktop and laptop computers as well as mobile phones and tablets on all formats
mentioned
Source: eMarketer; ID 190338

26. E-mail advertising
Further information regarding this statistic can be found on page 69.
26
Distribution of online advertising revenue in the United States from 2006
to 2014, by type
Distribution of online advertising revenue in the U.S. from 2006 to 2014, by type
Note: United States; 2006 to 2014
Source: PwC; IAB; ID 190431

27. E-mail advertising
Further information regarding this statistic can be found on page 70.
27
Advertising e-mail conversion rate in the United States in the 2nd quarter
2015, by device type
E-mail conversion rate in the U.S. Q2 2015, by device type
Note: United States; Q2 2015; based on 1.32 million B2C e-mails sent by Movable Ink's customers
Source: Various sources (Movable Ink); ID 433687

28. E-mail advertising
Further information regarding this statistic can be found on page 71.
28
Distribution of advertising e-mails opened in the United States in the 1st
and 2nd quarter 2015, by device
E-mail opens share in the U.S. Q1-Q2 2015, by device
Note: United States; Q1 and Q2 2015; based on 1.32 million B2C e-mails sent by Movable Ink's customers
Source: Various sources (Movable Ink); ID 433662

29. E-mail advertising
Further information regarding this statistic can be found on page 72.
29
What percentage of anonymous visitors to your website ultimately
convert by supplying an e-mail address?
Share of website visitors supplying e-mail addresses for marketing purposes 2014
Note: United States
Source: Bizo; Oracle; ID 308053

30. E-mail advertising
Further information regarding this statistic can be found on page 73.
30
How would you prefer to be contacted by marketing agencies?*
Marketers: preferred ways of being contacted by agencies in the United States in 2014
Note: United States; July 2014; 110 senior level Marketers
Source: RSW/AgencySearch; RSW/US; ID 248411

31. E-mail advertising
Further information regarding this statistic can be found on page 74.
31
Length of time spent reading advertising e-mails by consumers in the
United States in the 2nd quarter 2015, by device type
Time spent reading ad e-mails in the U.S. Q2 2015, by device type
Note: United States; Q2 2015; based on 1.23 million B2C e-mails sent by Movable Ink's customers
Source: Various sources (Movable Ink); ID 433697

32. E-mail advertising
Further information regarding this statistic can be found on page 75.
32
Actions taken by consumers after receiving shopping cart e-mail
remiders in the United States as of January 2015
U.S. consumer actions influenced by shopping cart reminder e-mails 2015
Note: United States; January 21 to 23, 2015; 18 years and older; 2,057
Source: MarketingSherpa; PR Newswire; ID 434687

33. Mobile e-mail marketing
E-mail marketing in the U.S. - Statista Dossier

34. Mobile e-mail marketing
Further information regarding this statistic can be found on page 76.
34
Most popular activities on smartphones and tablets according to device
owners in the United States in March 2014
Most popular mobile activities in the United States 2014
Note: United States; March 2014; smartphone n = 349, tablet n = 169
Source: Motorola; eMarketer; Various sources (B2X Care Solutions); ID 315541

35. Mobile e-mail marketing
Further information regarding this statistic can be found on page 77.
35
Are your marketing e-mails optimized for mobile?*
U.S. e-mail marketing mobile optimization level 2014
Note: United States; September 2014; 182 Respondents; among U.S. publishers
Source: Various sources (Folio); Lyris; ID 372733

36. Mobile e-mail marketing
Further information regarding this statistic can be found on page 78.
36
Percentage of advertising e-mails opened via mobile device in the United
States in the 1st and 2nd quarter 2015, by operating system
Mobile e-mail opens share in the U.S. Q1-Q2 2015, by OS
Note: United States; Q1 and Q2 2015; based on 1.32 million B2C e-mails sent by Movable Ink's customers
Source: Various sources (Movable Ink); ID 433680

37. Mobile e-mail marketing
Further information regarding this statistic can be found on page 79.
37
If you get a mobile e-mail that doesn't look good, what do you do?
Treatment of e-mails not rendering well on mobile devices in the U.S. 2012 and 2014
Note: United States; 2012 and 2014; 18-75 years; 2012: n = 1,033, 2014: n=1,308
Source: BlueHornet; ID 256025

38. Personalization
E-mail marketing in the U.S. - Statista Dossier

39. Personalization
Further information regarding this statistic can be found on page 80.
39
Digital channels in which personalized communication is delivered
according to marketers worldwide as of June 2015
Leading digital marketing channels with personalized messages worldwide 2015
Note: Worldwide; June 2015; 506 Respondents
Source: VentureBeat; ID 451788

40. Personalization
Further information regarding this statistic can be found on page 81.
40
Perceived effect of personalization on selected metrics according to
marketers worldwide as of June 2015
Perceived personalization impact on marketing metrics worldwide 2015
Note: Worldwide; June 2015; 506 Respondents
Source: VentureBeat; eMarketer; ID 451658

41. Personalization
Further information regarding this statistic can be found on page 82.
41
E-mail open and click rates in the United States in 2014, by degree of
personalization
E-mail open and click rates in the U.S. in 2014, by personalization
Note: United States
Source: MailerMailer; ID 260678

42. Personalization
Further information regarding this statistic can be found on page 83.
42
Positive influence of subject line personalization on e-mail unique open
rate in North America in 1st quarter 2015, by industry
E-mail subject personalization influence on open rate America Q1 2015, by industry
Note: North America; Q1 2015; based on Experian Marketing Services clients' mailings; broader industry metrics may vary
Source: Experian; MarketingSherpa; ID 452690

43. Consumer perception and behavior
E-mail marketing in the U.S. - Statista Dossier

44. Consumer perception and behavior
Further information regarding this statistic can be found on page 84.
44
Preferred marketing communication channels according to consumers in
the United States as of January 2015
Marketing communication channels preferred by U.S. consumers 2015
Note: United States; January 21 to 23, 2015; 18 years and older; 2,057
Source: MarketingSherpa; PR Newswire; ID 434579

45. Consumer perception and behavior
Further information regarding this statistic can be found on page 85.
45
Consumer attitudes to e-mail marketing in the United States in 2010, 2012
and 2014
Consumer perception of e-mail advertising in the U.S. 2010-2014
Note: United States; 2010, 2012 and 2014; 18 years and older; 2010: n = 5,022; 2012: n = 30,475; 2014: n = 33,456; online adults
Source: Forrester Research; MarketingCharts; ID 453458

46. Consumer perception and behavior
Further information regarding this statistic can be found on page 86.
46
Perception of retailer promotional emails and ads among email users in
the United States in 2014, by gender
Attitudes toward retailer email ads in the U.S. 2014, by gender
Note: United States; December 2 to 4, 2014; 18 years and older; 2,042; among email users who opened and read promotional emails; respondents who
somewhat or strongly agree
Source: eMarketer; Various sources (Listrak); ID 381620

47. Consumer perception and behavior
Further information regarding this statistic can be found on page 87.
47
Perception of retailer promotional emails and ads among email users in
the United States in 2014, by age
Attitudes toward retailer email ads in the U.S. 2014, by age
Note: United States; December 2 to 4, 2014; 18 years and older; 2,042; among email users who opened and read promotional emails; respondents who
somewhat or strongly agree
Source: eMarketer; Various sources (Listrak); ID 381632

48. Consumer perception and behavior
Further information regarding this statistic can be found on page 88.
48
Reasons for signing up to receive promotional e-mails according to
consumers in the United States in 2014
Promotional e-mail signup reasons according to U.S. consumers 2014
Note: United States; 2014; 18-75 years; 1,308
Source: BlueHornet; ID 410976

49. Consumer perception and behavior
Further information regarding this statistic can be found on page 89.
49
Frequency with which consumers would like to receive promotional e-
mail in the United States as of January 2015
E-mail marketing frequency preference according to U.S. consumers 2015
Note: United States; January 21 to 23, 2015; 18 years and older; 2,057
Source: MarketingSherpa; PR Newswire; ID 434649

50. Consumer perception and behavior
Further information regarding this statistic can be found on page 90.
50
Leading reasons why consumers mark business e-mails as spam in the
United States as of March 2015
Reasons why U.S. consumers mark promo e-mails as spam 2015
Note: United States; March 2 to 4, 2015; 472 Respondents
Source: MarketingSherpa; Various sources (TechnologyAdvice); ID 435373

51. References
E-mail marketing in the U.S. - Statista Dossier

52. References 52
Will your organization increase, decrease or maintain spending on the
following marketing mediums in 2015?
Source and methodology information
Source Exhibitor
Conducted by Exhibitor
Survey period End of 2014 / beginning of 2015
Region United States
Number of respondents nearly 400
Age group n.a.
Special characteristics Among trade show marketers/exhibitors
Published by Exhibitor
Publication date April 2015
Original source exhibitoronline.com
Website URL http://www.statista.com/statistics/257294/planned-
changes-to-marketing-budgets-in-the-us-by-channel/
Planned changes to marketing budgets in the U.S. in 2015, by channel
Notes:
During the survey, this question was posed as follows: "In addition to trade
shows, indicate whether your organization will increase, decrease or maintain
spending on the following marketing mediums in 2014?" The source does not
provide survey information (date of survey, date of publication, type of survey
used). Date of survey is an estimate; date of publication is the access date.

53. References 53
E-mail marketing spending in the United States from 2014 to 2019 (in
billion U.S. dollars)
Source and methodology information
Source Forrester Research; Advertising Age
Conducted by Forrester Research
Survey period November 2014
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics forecast
Published by Forrester Research; Advertising Age
Publication date November 2014
Original source adage.com
Website URL http://www.statista.com/statistics/266624/e-mail-
marketing-expenditure-in-the-united-states/
E-mail marketing spending in the U.S. 2014-2019
Notes:
Figures have been rounded.

54. References 54
What are your top five priorities for improving the ROI of your e-mail
marketing programs in 2015?
Source and methodology information
Source MarketingCharts; Various sources (Relevancy Group;
Liveclicker)
Conducted by Various sources (Relevancy Group)
Survey period 2014
Region United States
Number of respondents mid-market n=174; enterprise n=174
Age group 18 years and older
Special characteristics among mid-market and enterprise marketers
Published by MarketingCharts; Various sources (Relevancy Group;
Liveclicker)
Publication date December 2014
Original source marketingcharts.com
Website URL http://www.statista.com/statistics/374636/leading-
objectives-improving-email-roi-usa/
Leading objectives for improving U.S. e-mail marketing ROI 2015
Notes:
The source does not provide information on the date or type of the survey.

55. References 55
Leading marketing channels influencing revenue growth according to
B2B and B2C professionals in the United States in 2015
Source and methodology information
Source Various sources (Webmarketing123); MarketingCharts
Conducted by Various sources (Webmarketing123)
Survey period February 2015
Region United States
Number of respondents 600
Age group 18 years and older
Special characteristics among digital marketers
Published by Various sources (Webmarketing123); MarketingCharts
Publication date February 2015
Original source marketingcharts.com
Website URL http://www.statista.com/statistics/400082/revenue-
influencing-b2b-b2c-marketing-channels-usa/
Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015
Notes:
This question was phrased by the source as follows: "Which channel makes
the biggest positive impact on revenue?" The source does not specify the
exact date or the type of the survey.

56. References 56
Leading marketing methods according to marketing executives in the
United States in 2015
Source and methodology information
Source Autopilot
Conducted by Autopilot
Survey period December 11 to 22, 2014
Region United States
Number of respondents 327
Age group n.a.
Special characteristics multiple answers were possible
Published by American Marketing Association
Publication date January 2015
Original source 2015 Marketing Automation Performance Report,
page 13
Website URL http://www.statista.com/statistics/426388/leading-
customer-marketing-methods-usa/
Customer marketing methods in the U.S. 2015
Notes:
The question was phrased by the source as follows: "How are you currently
marketing to your leads and customers?"

57. References 57
Length of time selected e-mail marketing methods were used according
to marketers worldwide in 2nd quarter 2014
Source and methodology information
Source Forrester Research; StrongView
Conducted by Forrester Research
Survey period Q2 2014
Region Worldwide
Number of respondents 89
Age group n.a.
Special characteristics Among e-mail marketers
Published by Forrester Research; StrongView
Publication date April 2015
Original source strongview.com
Website URL http://www.statista.com/statistics/452673/length-usage
-email-marketing-methods-worldwide/
E-mail marketing method usage time as per maketers worldwide Q2 2014
Notes:
The source does not provide the information in regards to the missing
percentage points.

58. References 58
How will email marketing change in the next five years?
Source and methodology information
Source MarketingCharts; Various sources (Mailjet)
Conducted by Various sources (Mailjet)
Survey period January 2015
Region Germany; United States; France
Number of respondents 300
Age group 18 years and older
Special characteristics among marketers with decision-making authority and
who send out more than 500 thousand promotional
emails per month
Published by MarketingCharts; Various sources (Mailjet)
Publication date January 2015
Original source marketingcharts.com
Website URL http://www.statista.com/statistics/381645/marketers-
view-of-email-marketing-future/
Marketers' opinion of the future of email marketing worldwide by 2020
Notes:
The source does not provide information on the type of the survey. The
source does not provide the original wording of the question posed during the
survey. The wording of the question chosen for this statistic may therefore
differ slightly from the original.

59. References 59
Number of e-mail users worldwide from 2012 to 2016 (in billions)
Source and methodology information
Source The Radicati Group
Conducted by The Radicati Group
Survey period 2012
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by The Radicati Group
Publication date October 2012
Original source Email Market 2012-2016, page 3
Website URL http://www.statista.com/statistics/255080/number-of-e-
mail-users-worldwide/
Number of e-mail users worldwide 2012-2016
Notes:
* Forecast. Figures have been rounded.

60. References 60
Number of e-mail users in the United States from 2013 to 2019 (in
millions)
Source and methodology information
Source eMarketer
Conducted by eMarketer
Survey period 2013 to 2015
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by eMarketer
Publication date September 2015
Original source Push Marketing Roundup, page 2
Website URL http://www.statista.com/statistics/253790/number-of-e-
mail-users-in-the-united-states/
Number of U.S. e-mail users 2013-2019
Notes:
* Forecast. Internet users who send an email via any device at least once per
month.

61. References 61
Conversion rate of U.S. online shoppers in the 1st quarter of 2014, by
traffic source
Source and methodology information
Source Monetate
Conducted by Monetate
Survey period 1st quarter 2014
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by Monetate
Publication date June 2014
Original source Monetate EQ1 2014, page 20
Website URL http://www.statista.com/statistics/241467/us-online-
shopper-conversion-rates-by-traffic-source/
U.S. online shopper conversion rates in 1st quarter 2014, by traffic source
Notes:
n.a.

62. References 62
Most effective digital marketing channels for customer retention in the
United States in 2nd quater 2014
Source and methodology information
Source eMarketer; GigaOM; Various sources (Extole)
Conducted by GigaOM; Various sources (Extole)
Survey period Q2 2014
Region United States
Number of respondents 300 digital marketers
Age group n.a.
Special characteristics n.a.
Published by eMarketer
Publication date July 2014
Original source emarketer.com
Website URL http://www.statista.com/statistics/316104/effective-
digital-marketing-channels-customer-retention-usa/
Most effective digital marketing channels for customer retention in the U.S. 2014
Notes:
n.a.

63. References 63
Perception of lead generation cost (cost-per lead) among B2B marketers
in the United States as of October 2014, by channel
Source and methodology information
Source Website (Software Advice); MarketingCharts
Conducted by Website (Software Advice); Various sources
(Research Now)
Survey period as of October 2014
Region United States
Number of respondents 200
Age group n.a.
Special characteristics among B2B marketing professionals
Published by Website (Software Advice); MarketingCharts
Publication date October 2014
Original source marketingcharts.com
Website URL http://www.statista.com/statistics/368308/b2b-demand-
generation-channels-cost-per-lead-usa/
B2B demand generation: cost-per-lead in the U.S. 2014, by channel
Notes:
The source does not provide information on the type of the survey. The
figures may be over or under 100 percent due to rounding. The figures
present a combined result for: very low cost and somewhat low cost; and very
high cost and somewhat high cost per lead. The source does not provide
survey date. The date given in the field "survey time period" is the release
date.

64. References 64
Email open and clickthrough rates (CTR) in North America from 1st
quarter 2010 to 3rd quarter 2014
Source and methodology information
Source Epsilon; MarketingCharts
Conducted by Epsilon
Survey period 1st quarter 2010 to 3rd quarter 2014
Region North America
Number of respondents n.a.
Age group n.a.
Special characteristics based on 8.7 billion e-emails sent by Epsilon among
more than 140 participant clients
Published by MarketingCharts
Publication date January 2015
Original source marketingcharts.com
Website URL http://www.statista.com/statistics/378385/email-open-
and-clickthrough-rates-north-america/
Email marketing: CTR and open rates in North America Q1 2010-Q3 2014
Notes:
n.a.

65. References 65
Share of consumers who made online and offline purchases influenced
by a promotional e-mail in the United States as of January 2015
Source and methodology information
Source MarketingSherpa; PR Newswire
Conducted by MarketingSherpa
Survey period January 21 to 23, 2015
Region United States
Number of respondents 2,057
Age group 18 years and older
Special characteristics n.a.
Published by PR Newswire
Publication date June 2014
Original source prnewswire.com
Website URL http://www.statista.com/statistics/434677/email-
marketing-influence-online-offline-purchase-usa/
U.S. e-mail marketing influence on online and offline buying 2015
Notes:
n.a.

66. References 66
Share of opened marketing e-mails that were forwarded worldwide as of
March 2015, by audience size
Source and methodology information
Source MarketingCharts; Various sources (Litmus)
Conducted by Various sources (Litmus)
Survey period January 2013 to March 2015
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics based on Litmus clients; broader metrics may vary
Published by MarketingCharts; Various sources (Litmus)
Publication date June 2015
Original source marketingcharts.com
Website URL http://www.statista.com/statistics/453341/email-
forward-to-open-rate-audience-size/
Global e-mail forward-to-open rate 2015, by audience size
Notes:
Analysis based on 400,000 commercial e-mail sends wih at least 500 opens.

67. References 67
Are you more likely to make a purchase based on direct mail promotions
than e-mail promotions?
Source and methodology information
Source AYTM
Conducted by AYTM
Survey period August 28, 2014
Region United States
Number of respondents n.a.
Age group 376
Special characteristics n.a.
Published by AYTM
Publication date August 2014
Original source aytm.com
Website URL http://www.statista.com/statistics/322237/direct-mail-
effectiveness/
Direct mail effectiveness in the U.S. 2014
Notes:
n.a.

68. References 68
E-mail advertising spending in the United States from 2010 to 2017 (in
billion U.S. dollars)
Source and methodology information
Source eMarketer
Conducted by eMarketer
Survey period August 2013
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics includes advertising that appears on desktop and
laptop computers as well as mobile phones and
tablets on all formats mentioned
Published by eMarketer
Publication date August 2013
Original source emarketer.com
Website URL http://www.statista.com/statistics/190338/us-online-
email-ad-spending-forecast-2010-to-2015/
E-mail advertising spending in the U.S. from 2010 to 2017
Notes:
* Projection. Figures for 2010, 2011 and 2012 are derived from IAB/PwC
data. Figure for 2010 comes from an earlier eMarketer publication.

69. References 69
Distribution of online advertising revenue in the United States from 2006
to 2014, by type
Source and methodology information
Source PwC; IAB
Conducted by PwC
Survey period 2006 to 2014
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by PwC; IAB
Publication date April 2015
Original source Internet Advertising Revenue Report 2014, page 13
Website URL http://www.statista.com/statistics/190431/categorie-
breakdown-of-us-online-advertising-revenue-since-
2006/
Distribution of online advertising revenue in the U.S. from 2006 to 2014, by type
Notes:
Figures for the period 2006 to 2011 come from earlier editions of the same
report. *In the Internet Advertising Revenue Report 2012, category "rich
media and digital video" was split into two separate categoeries. Historical
data for years 2006 to 2010 can be found in the download documents. **The
category "mobile" was added in the 2011 IAB Internet Advertising Revenue
Report. Earlier data for this category not available.

70. References 70
Advertising e-mail conversion rate in the United States in the 2nd quarter
2015, by device type
Source and methodology information
Source Various sources (Movable Ink)
Conducted by Various sources (Movable Ink)
Survey period Q2 2015
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics based on 1.32 million B2C e-mails sent by Movable
Ink's customers
Published by MarketingProfs; Website (socialmouths.com)
Publication date August 2015
Original source socialmouths.com
Website URL http://www.statista.com/statistics/433687/email-
conversion-rate-by-device-type-usa/
E-mail conversion rate in the U.S. Q2 2015, by device type
Notes:
n.a.

71. References 71
Distribution of advertising e-mails opened in the United States in the 1st
and 2nd quarter 2015, by device
Source and methodology information
Source Various sources (Movable Ink)
Conducted by Various sources (Movable Ink)
Survey period Q1 and Q2 2015
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics based on 1.32 million B2C e-mails sent by Movable
Ink's customers
Published by Website (socialmouths.com); MarketingProfs
Publication date August 2015
Original source socialmouths.com
Website URL http://www.statista.com/statistics/433662/email-open-
share-usa-by-device/
E-mail opens share in the U.S. Q1-Q2 2015, by device
Notes:
n.a.

72. References 72
What percentage of anonymous visitors to your website ultimately
convert by supplying an e-mail address?
Source and methodology information
Source Bizo; Oracle
Conducted by Oracle
Survey period May 2014
Region United States
Number of respondents 505 marketers
Age group n.a.
Special characteristics n.a.
Published by Bizo
Publication date June 2014
Original source The State of B2B Lead Nurturing - 2014 Report, page
8
Website URL http://www.statista.com/statistics/308053/website-
visitors-supply-email-adress-marketing-usa/
Share of website visitors supplying e-mail addresses for marketing purposes 2014
Notes:
During the survey, this question was posed as follows: "On avergae, what
percentage of anonymous visitors to your website do you estimate ultimately
convert by supplying an e-mail address?"

73. References 73
How would you prefer to be contacted by marketing agencies?*
Source and methodology information
Source RSW/AgencySearch; RSW/US
Conducted by RSW/AgencySearch; RSW/US
Survey period July 2014
Region United States
Number of respondents 110 senior level Marketers
Age group n.a.
Special characteristics n.a.
Published by RSW/US
Publication date August 2014
Original source Agency-Marketer Business Report, page 21
Website URL http://www.statista.com/statistics/248411/marketers-
preferred-ways-of-being-contacted-by-agencies-in-the-
us/
Marketers: preferred ways of being contacted by agencies in the United States in 2014
Notes:
During the survey, this question was posed as follows: "What are your
preferred methods of contact if an agency is trying to reach out to you to
make you aware of the value they can bring to your company?" The source
does not provide information on the type of survey used. Respondents were
allowed to select three answers.

74. References 74
Length of time spent reading advertising e-mails by consumers in the
United States in the 2nd quarter 2015, by device type
Source and methodology information
Source Various sources (Movable Ink)
Conducted by Various sources (Movable Ink)
Survey period Q2 2015
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics based on 1.23 million B2C e-mails sent by Movable
Ink's customers
Published by MarketingProfs; Website (socialmouths.com)
Publication date August 2015
Original source socialmouths.com
Website URL http://www.statista.com/statistics/433697/time-spent-
reading-ad-email-by-device-type-usa/
Time spent reading ad e-mails in the U.S. Q2 2015, by device type
Notes:
n.a.

75. References 75
Actions taken by consumers after receiving shopping cart e-mail
remiders in the United States as of January 2015
Source and methodology information
Source MarketingSherpa; PR Newswire
Conducted by MarketingSherpa
Survey period January 21 to 23, 2015
Region United States
Number of respondents 2,057
Age group 18 years and older
Special characteristics n.a.
Published by PR Newswire
Publication date June 2014
Original source prnewswire.com
Website URL http://www.statista.com/statistics/434687/shopping-
cart-email-reminder-consumer-influence-usa/
U.S. consumer actions influenced by shopping cart reminder e-mails 2015
Notes:
n.a.

76. References 76
Most popular activities on smartphones and tablets according to device
owners in the United States in March 2014
Source and methodology information
Source Motorola; eMarketer; Various sources (B2X Care
Solutions)
Conducted by Motorola; Various sources (B2X Care Solutions)
Survey period March 2014
Region United States
Number of respondents smartphone n = 349, tablet n = 169
Age group 16 to 65 years
Special characteristics n.a.
Published by eMarketer
Publication date August 2014
Original source emarketer.com
Website URL http://www.statista.com/statistics/315541/popular-
smartphone-tablet-activities-us/
Most popular mobile activities in the United States 2014
Notes:
n.a.

77. References 77
Are your marketing e-mails optimized for mobile?*
Source and methodology information
Source Various sources (Folio); Lyris
Conducted by Various sources (Folio); Lyris
Survey period September 2014
Region United States
Number of respondents 182
Age group 18 years and older
Special characteristics among U.S. publishers
Published by Various sources (Folio); Lyris; eMarketer
Publication date October 2014
Original source foliomag.com
Website URL http://www.statista.com/statistics/372733/us-email-
marketing-mobile-optimization/
U.S. e-mail marketing mobile optimization level 2014
Notes:
* This question was phrased by the source as follows: "Where are you in your
mobile optimization strategy?"

78. References 78
Percentage of advertising e-mails opened via mobile device in the United
States in the 1st and 2nd quarter 2015, by operating system
Source and methodology information
Source Various sources (Movable Ink)
Conducted by Various sources (Movable Ink)
Survey period Q1 and Q2 2015
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics based on 1.32 million B2C e-mails sent by Movable
Ink's customers
Published by MarketingProfs; Website (socialmouths.com)
Publication date August 2015
Original source socialmouths.com
Website URL http://www.statista.com/statistics/433680/mobile-email-
open-share-usa-by-os/
Mobile e-mail opens share in the U.S. Q1-Q2 2015, by OS
Notes:
n.a.

79. References 79
If you get a mobile e-mail that doesn't look good, what do you do?
Source and methodology information
Source BlueHornet
Conducted by BlueHornet; Various sources (Flagship Research)
Survey period 2012 and 2014
Region United States
Number of respondents 2012: n = 1,033, 2014: n=1,308
Age group 18-75 years
Special characteristics n.a.
Published by BlueHornet
Publication date August 2014
Original source 2014 Consumer Views of Email Marketing, Findings
and Trends, page 18
Website URL http://www.statista.com/statistics/256025/treatment-of-
e-mails-not-rendering-well-on-mobile-devices-in-the-
us/
Treatment of e-mails not rendering well on mobile devices in the U.S. 2012 and 2014
Notes:
*The source changed the categories between 2012 and 2014; instead of "I
don't know" and "File it" the categories are now 'I don't get email" and "Other"
The source does not provide a more specific date or type of survey used. The
source does not provide information regarding percentage points exceeding
100 percent.

80. References 80
Digital channels in which personalized communication is delivered
according to marketers worldwide as of June 2015
Source and methodology information
Source VentureBeat
Conducted by VentureBeat
Survey period June 2015
Region Worldwide
Number of respondents 506
Age group n.a.
Special characteristics n.a.
Published by VentureBeat
Publication date July 2015
Original source http://insight.venturebeat.com
Website URL http://www.statista.com/statistics/451788/digital-
marketing-channels-with-personalized-communication/
Leading digital marketing channels with personalized messages worldwide 2015
Notes:
n.a.

81. References 81
Perceived effect of personalization on selected metrics according to
marketers worldwide as of June 2015
Source and methodology information
Source VentureBeat; eMarketer
Conducted by VentureBeat
Survey period June 2015
Region Worldwide
Number of respondents 506
Age group n.a.
Special characteristics n.a.
Published by VentureBeat; eMarketer
Publication date August 2015
Original source emarketer.com
Website URL http://www.statista.com/statistics/451658/personalizati
on-impact-on-marketing-metrics-worldwide/
Perceived personalization impact on marketing metrics worldwide 2015
Notes:
Figures may not add up to 100% due to rounding.

82. References 82
E-mail open and click rates in the United States in 2014, by degree of
personalization
Source and methodology information
Source MailerMailer
Conducted by MailerMailer
Survey period 2014
Region United States
Number of respondents n.a.
Age group n.a.
Special characteristics n.a.
Published by MailerMailer
Publication date October 2014
Original source mailermailer.com
Website URL http://www.statista.com/statistics/260678/e-mail-open-
click-rates-personalization/
E-mail open and click rates in the U.S. in 2014, by personalization
Notes:
n.a.

83. References 83
Positive influence of subject line personalization on e-mail unique open
rate in North America in 1st quarter 2015, by industry
Source and methodology information
Source Experian; MarketingSherpa
Conducted by Experian
Survey period Q1 2015
Region North America
Number of respondents n.a.
Age group n.a.
Special characteristics based on Experian Marketing Services clients'
mailings; broader industry metrics may vary
Published by Experian; MarketingSherpa
Publication date June 2015
Original source marketingsherpa.com
Website URL http://www.statista.com/statistics/452690/subject-line-
personalization-influence-email-open-rate-industry/
E-mail subject personalization influence on open rate America Q1 2015, by industry
Notes:
n.a.

84. References 84
Preferred marketing communication channels according to consumers in
the United States as of January 2015
Source and methodology information
Source MarketingSherpa; PR Newswire
Conducted by MarketingSherpa
Survey period January 21 to 23, 2015
Region United States
Number of respondents 2,057
Age group 18 years and older
Special characteristics n.a.
Published by PR Newswire
Publication date June 2014
Original source prnewswire.com
Website URL http://www.statista.com/statistics/434579/marketing-
communication-channel-choice-us-consumer/
Marketing communication channels preferred by U.S. consumers 2015
Notes:
n.a.

85. References 85
Consumer attitudes to e-mail marketing in the United States in 2010, 2012
and 2014
Source and methodology information
Source Forrester Research; MarketingCharts
Conducted by Forrester Research
Survey period 2010, 2012 and 2014
Region United States
Number of respondents 2010: n = 5,022; 2012: n = 30,475; 2014: n = 33,456
Age group 18 years and older
Special characteristics online adults
Published by Forrester Research; MarketingCharts
Publication date October 2014
Original source marketingcharts.com
Website URL http://www.statista.com/statistics/453458/consumer-
attitude-email-marketing-usa/
Consumer perception of e-mail advertising in the U.S. 2010-2014
Notes:
n.a.

86. References 86
Perception of retailer promotional emails and ads among email users in
the United States in 2014, by gender
Source and methodology information
Source eMarketer; Various sources (Listrak)
Conducted by Various sources (Listrak)
Survey period December 2 to 4, 2014
Region United States
Number of respondents 2,042
Age group 18 years and older
Special characteristics among email users who opened and read promotional
emails; respondents who somewhat or strongly agree
Published by eMarketer; Various sources (Listrak)
Publication date January 2015
Original source emarketer.com
Website URL http://www.statista.com/statistics/381620/attitudes-
toward-retailer-email-ads-by-gender-usa/
Attitudes toward retailer email ads in the U.S. 2014, by gender
Notes:
n.a.

87. References 87
Perception of retailer promotional emails and ads among email users in
the United States in 2014, by age
Source and methodology information
Source eMarketer; Various sources (Listrak)
Conducted by Various sources (Listrak)
Survey period December 2 to 4, 2014
Region United States
Number of respondents 2,042
Age group 18 years and older
Special characteristics among email users who opened and read promotional
emails; respondents who somewhat or strongly agree
Published by eMarketer; Various sources (Listrak)
Publication date January 2015
Original source emarketer.com
Website URL http://www.statista.com/statistics/381632/attitudes-
toward-retailer-email-ads-by-age-usa/
Attitudes toward retailer email ads in the U.S. 2014, by age
Notes:
n.a.

88. References 88
Reasons for signing up to receive promotional e-mails according to
consumers in the United States in 2014
Source and methodology information
Source BlueHornet
Conducted by BlueHornet
Survey period 2014
Region United States
Number of respondents 1,308
Age group 18-75 years
Special characteristics n.a.
Published by BlueHornet
Publication date August 2014
Original source 2014 Consumer Views of Email Marketing: Findings
and Trends, page 10
Website URL http://www.statista.com/statistics/410976/promotional-
emails-subscription-reasons-usa/
Promotional e-mail signup reasons according to U.S. consumers 2014
Notes:
The source does not provide the exact date or the type of the survey.

89. References 89
Frequency with which consumers would like to receive promotional e-
mail in the United States as of January 2015
Source and methodology information
Source MarketingSherpa; PR Newswire
Conducted by MarketingSherpa
Survey period January 21 to 23, 2015
Region United States
Number of respondents 2,057
Age group 18 years and older
Special characteristics n.a.
Published by PR Newswire
Publication date June 2014
Original source prnewswire.com
Website URL http://www.statista.com/statistics/434649/promotional-
email-frequency-preference-usa-consumer/
E-mail marketing frequency preference according to U.S. consumers 2015
Notes:
n.a.

90. References 90
Leading reasons why consumers mark business e-mails as spam in the
United States as of March 2015
Source and methodology information
Source MarketingSherpa; Various sources
(TechnologyAdvice)
Conducted by MarketingSherpa; Various sources
(TechnologyAdvice)
Survey period March 2 to 4, 2015
Region United States
Number of respondents 472
Age group n.a.
Special characteristics n.a.
Published by MarketingSherpa
Publication date March 2015
Original source marketingsherpa.com
Website URL http://www.statista.com/statistics/435373/reasons-for-
marking-promo-emails-spam-usa/
Reasons why U.S. consumers mark promo e-mails as spam 2015
Notes:
n.a.