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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 1

In 2014, email marketing was cited as the most effective digital marketing channel for customer retention in the United States. January 2015 2

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 3

Saturday has the highest email CTR at over 9% (Sunday is second just under 9%). January 2015 4

Adding social sharing buttons to email messages an increase click-through rates by more than 150%. December 2014 5

Spam averaged between 71 and 80% of all emails sent globally during the fourth quarter of 2012. November 2014 6

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 7

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 8

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 9

Sixty percent of Millennials surveyed expect a consistent experience from brands whether they interact online, in store or via phone. July 2014 10

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 11

Direct Marketing produced $2.05 trillion in sales in 2012 - representing roughly 8.7% of US GDP. November 2013 12

"Traditional offline marketing," which includes direct mailers, was a $93.6 billion industry in 2012. October 2013 13

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 14

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 15

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 16

According to Winterberry Group, spending on direct mail in 2013 in the U.S. is expected to decline by 0.9% to $44.8 billion, while all direct and digital marketing is expected to rise by 5.9% to $137.2 billion. August 2013 17

Direct mail remains the largest single direct marketing expenditure, followed closely by teleservices at $41.2 billion. August 2013 18

Based on a survey of teenagers ages 13 to 18, found that most teens (79%) still like to consume their favorite TV content on their home television set. This is followed by 60% who prefer a theater, 59% who prefer Netflix, 53% who prefer Youtube, and 34% who prefer cable/satellite. July 2013 19

Contact frequencies dropped four per cent from 2012, as consumers received no more than two emails per month per brand on average, though conversion rates from email have risen above search by 60 per cent. July 2013 20

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CMO Council Contact
Donovan Neale-May
Executive Director
408.677.5300 x5333
donovan@cmocouncil.org

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