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home / facts & stats / direct marketing

Email marketing yields an average 4,300% return on investment for businesses in the United States.  July 2015 1

Digital display ad spending by US retailers was also more programmatic-heavy than in any other industry. Retailers are spending 70.0% of digital display budgets on programmatic buys this year. Overall, the industry will spend $3.71 billion on programmatic digital display ads in 2015.  June 2015 2

Television is no longer a focused content activity. In 2014, 78% of US Internet users accessed second screens during shows and 71% did so during ads. The biggest second screen activities by far are checking email and social media, time filler, content snacking activities that often require little thought. March 2015 3

People want to be in control of the content they receive: 86% of people skip TV commercials. 44% of direct mail is never opened. 91% of people have unsubscribed from company emails they previously opted into. February 2015 4

American companies send an average of 1.47 million emails per month.  January 2015 5

In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. January 2015 6

Click through rate (CTR) of emails is higher when using the recipients first name in the subject line over no use of the first name. January 2015 7

Saturday has the highest email CTR at over 9% (Sunday is second just under 9%). January 2015 8

Adding social sharing buttons to email messages an increase click-through rates by more than 150%. December 2014 9

Spam averaged between 71 and 80% of all emails sent globally during the fourth quarter of 2012. November 2014 10

Email shows high engagement rates with an average of 3.75 pageviews per visit, and achieves the highest comparative conversion rate at 2.9%. November 2014 11

Today's consumers no longer care about where they are or what device they are using when interacting with a brand, as 58 percent of Millennials expect to engage with a company whenever they choose and via whichever channel they want. July 2014 12

Millennials touch their smartphones 43 times per day, and 30 percent admit they touch more than four devices over the course of 24 hours. July 2014 13

Sixty percent of Millennials surveyed expect a consistent experience from brands whether they interact online, in store or via phone. July 2014 14

Fifty-two percent of over-performers say that their organizations leveraged data and analytics to improve marketing effectiveness compared to just 35 percent of under-performers. July 2014 15

Direct Marketing produced $2.05 trillion in sales in 2012 - representing roughly 8.7% of US GDP. November 2013 16

"Traditional offline marketing," which includes direct mailers, was a $93.6 billion industry in 2012. October 2013 17

Four-fifths (79 per cent) of consumers will act on direct mail immediately compared to only 45 per cent who say they deal with email straightaway. October 2013 18

Direct mail is the preferred channel for receiving marketing from local shops (51 per cent) and banks (48 per cent), while email is preferred for events and competitions (50 per cent each). October 2013 19

After dropping off in 2012 from exceptionally high levels in 2011, credit card direct mail solicitations headed higher again this year, up by 22 percent through June compared with the same time last year. August 2013 20

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