The graph shows a timeline for e-mail open and clickthrough rates in North America from the first quarter of 2010 to the third quarter of 2017. In the last measured quarter, the open rate stood at 31.2 percent whereas the click-through rate amounted to 3.6 percent.
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E-mail marketing: CTR and open rates in North America 2010-2017
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E-mail open and clickthrough rates (CTR) in North America from 1st quarter 2010 to 3rd quarter 2017
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The graph shows a timeline for e-mail open and clickthrough rates in North America from the first quarter of 2010 to the third quarter of 2017. In the last measured quarter, the open rate stood at 31.2 percent whereas the click-through rate amounted to 3.6 percent.
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The graph shows a timeline for e-mail open and clickthrough rates in North America from the first quarter of 2010 to the third quarter of 2017. In the last measured quarter, the open rate stood at 31.2 percent whereas the click-through rate amounted to 3.6 percent.
Show more- Show sources information
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- Release date
- February 2018
- Region
- North America
- Survey time period
- Q1 2010 to Q3 2017
- Special properties
- based on emails sent in North America by approximately Epsilon clients across multiple industries
- Supplementary notes
- Figures prior to Q2 2017 come from previous reporting.
More information
- Region
- North America
- Survey time period
- Q1 2010 to Q3 2017
- Special properties
- based on emails sent in North America by approximately Epsilon clients across multiple industries
- Supplementary notes
- Figures prior to Q2 2017 come from previous reporting.
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Statistics on "E-mail marketing in the U.S."
- Overview
The most important statistics
- Planned changes to marketing budgets in the United States in 2017, by channel Planned changes to marketing budgets in the U.S. in 2017, by channel
- Market share of the most used e-mail clients in 2018Global email client market share 2018
- E-mail marketing profitability worldwide in 2015 and 2016E-mail marketing profitability 2015-2016
- Mean unique click-through rates (CTR) of advertising e-mails worldwide in 2016, by regionUnique click-through rates of marketing e-mails worldwide 2016, by region
- Open rates of advertising e-mails worldwide as of October 2018, by industryOpen rates of marketing e-mails worldwide 2018, by industry
- Mean unsubscribe rates of advertising e-mails worldwide in 2016, by regionMean unsubscribe rates of marketing e-mails worldwide 2016, by region
- Engagement/read rates of advertising e-mails worldwide in 2016, by industryEngagement rates of marketing e-mails worldwide 2016, by industry
- Number of e-mail users worldwide from 2017 to 2022 (in millions)Number of e-mail users worldwide 2017-2022
- Use & strategy
The most important statistics
- Leading digital marketing activities used by agencies and marketers worldwide in 2016Adoption of digital marketing worldwide 2016, by marketer's type
- Leading channels, technologies and services marketers are planning to invest in as of December 2016U.S. marketing channel investment priorities 2017
- Most in-demand agency services among companies in the United States as of April 2016Most in-demand agency services in the U.S. 2016
- Leading channels optimized for customer experience according to marketing professionals in the United States as of November 2016Channels optimized for customer experience worldwide 2016
- How does your organization use its media budget for the following channels?Media budgets: brand vs. direct response advertising in the U.S. 2016, by channel
- E-mail marketing usage in the United States as of May 2017, by industryU.S. e-mail marketing usage 2017, by industry
- Share of local businesses using e-mail for advertising or promotion purposes in the United States as of 3rd quarter 2016U.S. SMBs: e-mail marketing adoption 2016
- Share of small businesses investing in selected marketing channels in North America as of December 2016Marketing channels U.S. small businesses invest in 2016
- Effectiveness & metrics
The most important statistics
- Perception of e-mail marketing ROI according to industry professionals worldwide as of January 2017, by industryE-mail marketing ROI rating according to marketers worldwide 2017, by industry
- View of selected media channels profitability according to marketing professionals in the United States as of August 2016Media channels profitability for U.S. marketers 2016
- Most effective e-mail tactics in driving conversions according to online retailers as of June 2016E-mail tactics seen as driving conversions according to online retailers 2016
- B2C e-mail inbox placement, spam and read rate worldwide as of November 2017, by campaign typeB2C e-mail inbox placement, spam & read rate worldwide 2017, by campaign type
- E-mail open and clickthrough rates (CTR) in North America from 1st quarter 2010 to 3rd quarter 2017E-mail marketing: CTR and open rates in North America 2010-2017
- Average marketing e-mail open rates in the United States in 2016, by industryMarketing e-mail open rates in the U.S. in 2016, by industry
- Average marketing e-mail bounce rates in the United States in 2016, by mailing frequencyMarketing e-mail bounce rates in the U.S. in 2016, by mailing frequency
- Share of promotional e-mail subscribers engaging with online retailer messages as of June 2016Share of promo e-mail subscribers engaging with online retailer messages 2016
- Consumer perception & behavior
The most important statistics
- Leading ways consumers prefer to be contacted by brands in the United States as of July 2017U.S. consumers preference to being contacted by brands in 2017
- Number of brand e-mail subscriptions among consumers in the United States as of August 2016Number of brand e-mail subscriptions among U.S. consumers 2016
- Leading sources of e-mail newsletter subscription according to consumers in the United States as of May 2017U.S. consumer newsletter subscription sources as 2017
- Frequency with which consumers would like to receive brand e-mails from selected industries in the United States as of July 2017E-mail marketing frequency preference according to U.S. consumers 2017
- Leading roles marketing e-mails play in the consumer purchase process in the United States as of July 2017U.S. consumers purchasing process affected by marketing e-mails in 2017
- Share of consumers who found advertising in e-mail newsletters helpful in the United States as of May 2017U.S. consumers who find e-mail newsletter advertising helpful 2017
- Share of consumers who find selected e-mail marketing practices annoying in the United States as of July 2017U.S. consumers annoyance with selected e-mail marketing practices in 2017
- Triggered e-mails
The most important statistics
- Share of retailers sending triggered e-mails in response to an abandoned cart in the United States from 2013 to 2016U.S. retailers sending triggered e-mail responses to an abandoned cart 2013-2016
- Timeframe when retailers send triggered e-mails in response to an abandoned cart in the United States from 2013 to 2016U.S. retailers timeframe of sending triggered cart abandonment e-mails 2013-2016
- Revenue per triggered e-mail in the United States in 2016, by type (in U.S. dollars)Revenue per triggered e-mail in the U.S. in 2016, by type
- Average conversion rate of triggered e-mails in the United States in 2016, by order value Triggered e-mails average conversion rates in the U.S. in 2016, by order value
- Most effective triggers in e-mail marketing in North America as of September 2016North America: effective e-mail marketing triggers 2016
- Personalization
The most important statistics
- Leading e-mail personalization errors that consumers find frustrating in the United States as of July 2017U.S. consumers' frustration with e-mail personalization errors in 2017
- Ways retailers used data to personalize e-mails in North America as of September 2016North America: use of data in e-mail marketing personalization 2016
- Personalized e-mail marketing target groups in North America as of September 2016North America: personalized e-mail marketing target groups 2016
- Marketing e-mail open and click rates in the United States in 2016, by degree of personalizationMarketing e-mail open and click rates in the U.S. in 2016, by personalization
- Leading ways of using data to facilitate marketing personalization according to industry professionals worldwide as of November 2016Personalization in marketing - ways of using data 2016
- Spam
The most important statistics
- Leading countries of origin for unsolicited spam e-mails in 2nd quarter 2018, by share of worldwide spam volumeSpam e-mail: leading countries of origin of spam 2018
- E-mail inbox placement and spam rate in the United States from 2nd quarter 2015 to 2nd quarter 2018E-mail inbox placement & spam rate in the U.S. 2015-2018
- Global e-mail spam rate from 2012 to 2017E-mail spam rate worldwide 2012-2017
- Spam placement rate worldwide in 2017, by categoryGlobal spam placement rate 2017, by category
- Global spam volume as percentage of total e-mail traffic from 2007 to 2017Spam: share of global email traffic 2007-2017
- Global spam volume as percentage of total e-mail traffic from January 2014 to September 2018, by monthSpam: share of global email traffic 2014-2018
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Further Content: Statistics, Studies, and Topic Pages
Statistics
- E-mail marketing click rates: observed change in the United Kingdom (UK) 2011-2014
- Marketing e-mail open rates worldwide 2016-2018
- E-mail marketing spending in the U.S. 2014-2019
- Challenges to deliver successful email marketing programs in the UK 2016-2017
- Marketing e-mail click-to-open rates worldwide 2016-2018
- Message types encouraging consumers to sign up for emails in the UK 2017
- Marketers' opinion of the future of e-mail marketing worldwide by 2020
- E-mail click-through rate CTR trend in the United Kingdom (UK) 2009-2017
- E-mail message types preferred by consumers in the UK 2017
- Factors helping e-mail marketers achieve goals in the UK 2012-2015
- B2B and B2C e-mail marketing return on investment (ROI) in the UK 2013
- Ability to measure e-mail marketing revenues in the UK 2012-2013, by B2B and B2C
- E-mail marketing click-through rates in the United Kingdom (UK) 2017
- Time allocated to e-mail marketing per month in the United Kingdom (UK) 2013
- Commonly used e-mail marketing metrics worldwide in 2018
- E-mail marketing method usage time as per marketers worldwide 2014
- Internet users reading marketing e-mails worldwide Q3 2017, by age group
- Impact of EU data law changes on email marketing in the United Kingdom (UK) 2017
- UK: distribution of consumers subscribed to newsletters 2012-2016, by number
- Click-to-open rates of marketing e-mails worldwide Q1 2018, by industry
Studies
- E-mail marketing in the U.S.
- Email Marketing Vendor Satisfaction Report
- 2017 Email Marketing Benchmark Report
- Marketer Email Tracking Study 2018
- Optimizing Email Deliverability with AI
- 2017 State of Email Report
- Digital marketing in Italy
- Digital marketing in the United Kingdom (UK)
- DMA Insight: Marketer Email Tracking Study 2017
- Marketing personalization
- Digital marketing in Sweden
- Email Tracking Report 2014
- DMA Insight: Marketer Email Tracking Study 2016
- National Client Email Report 2015
- National Client Email Report 2014
Statistics on the topic
Free statistics
- Planned changes to marketing budgets in the United States in 2017, by channel
- Number of e-mail users in the United States from 2013 to 2020 (in millions)
- Leading methods of motivating customers to subscribe to e-mail messages according to online retailers worldwide as of June 2016
- Most effective e-mail tactics in driving conversions according to online retailers as of June 2016
- Average marketing e-mail open rates in the United States in 2016, by industry
- Average marketing e-mail bounce rates in the United States in 2016, by mailing frequency
- Share of promotional e-mail subscribers engaging with online retailer messages as of June 2016
- Number of brand e-mail subscriptions among consumers in the United States as of August 2016
- Marketing e-mail open and click rates in the United States in 2016, by degree of personalization
- Global e-mail spam rate from 2012 to 2017
- Global spam volume as percentage of total e-mail traffic from 2007 to 2017
- What type of email message do consumers like to receive?
- Thinking about the following factors, which of them are most important to you in helping you achieve your business goals?
- Are you able to calculate the revenues generated from your e-mail marketing activities?
Premium Statistics
- Market share of the most used e-mail clients in 2018
- E-mail marketing profitability worldwide in 2015 and 2016
- Mean unique click-through rates (CTR) of advertising e-mails worldwide in 2016, by region
- Open rates of advertising e-mails worldwide as of October 2018, by industry
- Mean unsubscribe rates of advertising e-mails worldwide in 2016, by region
- Engagement/read rates of advertising e-mails worldwide in 2016, by industry
- Number of e-mail users worldwide from 2017 to 2022 (in millions)
- Leading digital marketing activities used by agencies and marketers worldwide in 2016
- Leading channels, technologies and services marketers are planning to invest in as of December 2016
- Most in-demand agency services among companies in the United States as of April 2016
- Leading channels optimized for customer experience according to marketing professionals in the United States as of November 2016
- How does your organization use its media budget for the following channels?
- E-mail marketing usage in the United States as of May 2017, by industry
- Share of local businesses using e-mail for advertising or promotion purposes in the United States as of 3rd quarter 2016
- Share of small businesses investing in selected marketing channels in North America as of December 2016
- E-mail marketing tactics retailers used to attract and engage customers in North America as of September 2016
- Planned changes in e-mail marketing strategies according to retailers in North America between 2016 and 2018
- Perception of e-mail marketing ROI according to industry professionals worldwide as of January 2017, by industry
- View of selected media channels profitability according to marketing professionals in the United States as of August 2016
- B2C e-mail inbox placement, spam and read rate worldwide as of November 2017, by campaign type
- E-mail open and clickthrough rates (CTR) in North America from 1st quarter 2010 to 3rd quarter 2017
- Frequency of purchasing items found in brand/retailer marketing e-mails according to consumers in North America as of September 2016
- Return on e-mail marketing investment among local businesses in the United States as of 3rd quarter 2016
- Leading ways consumers prefer to be contacted by brands in the United States as of July 2017
- Leading sources of e-mail newsletter subscription according to consumers in the United States as of May 2017
- Frequency with which consumers would like to receive brand e-mails from selected industries in the United States as of July 2017
- Leading roles marketing e-mails play in the consumer purchase process in the United States as of July 2017
- Share of consumers who found advertising in e-mail newsletters helpful in the United States as of May 2017
- Share of consumers who find selected e-mail marketing practices annoying in the United States as of July 2017
- Share of retailers sending triggered e-mails in response to an abandoned cart in the United States from 2013 to 2016
- Timeframe when retailers send triggered e-mails in response to an abandoned cart in the United States from 2013 to 2016
- Revenue per triggered e-mail in the United States in 2016, by type (in U.S. dollars)
- Average conversion rate of triggered e-mails in the United States in 2016, by order value
- Most effective triggers in e-mail marketing in North America as of September 2016
- Leading e-mail personalization errors that consumers find frustrating in the United States as of July 2017
- Ways retailers used data to personalize e-mails in North America as of September 2016
- Personalized e-mail marketing target groups in North America as of September 2016
- Leading ways of using data to facilitate marketing personalization according to industry professionals worldwide as of November 2016
- Leading countries of origin for unsolicited spam e-mails in 2nd quarter 2018, by share of worldwide spam volume
- E-mail inbox placement and spam rate in the United States from 2nd quarter 2015 to 2nd quarter 2018
- Spam placement rate worldwide in 2017, by category
- Global spam volume as percentage of total e-mail traffic from January 2014 to September 2018, by month
- How have e-mail marketing click rates trended over the past 12 months?
- Marketing e-mail aggregate open rates worldwide from 2016 to 2018
- E-mail marketing spending in the United States from 2014 to 2019 (in billion U.S. dollars)
- What are the most significant challenges to successfully delivering automated email marketing programs?
- Marketing e-mail aggregate click-to-open rates (CTOR) worldwide from 2016 to 2018
- What type of e-mail message helps you to encourage consumers to sign-up for your emails?
- Opinions on the future of e-mail marketing according to industry professionals worldwide as of January 2015
- E-mail marketing click-through rates in the United Kingdom (UK) from 2009 to 2017
- How much is the approximate return you get back for every pound spent on e-mail marketing?
- E-mail marketing click-through rates in the United Kingdom (UK) in 2017
- What percentage of time spend on all marketing activities is dedicated to e-mail marketing per month?
- Leading e-mail marketing metrics used by industry professionals worldwide as of January 2018
- Length of time selected e-mail marketing methods were used according to marketers worldwide in 2nd quarter 2014
- Share of internet users who read marketing e-mails or newsletters in the preceding month worldwide as of 3rd quarter 2017, by age group
- To what extent will recent EU data law changes impact your clients’ approach to email?
- Distribution of consumers subscribed to newsletters in the United Kingdom (UK) between 2012 and 2016, by number of followed brands
- Click-to-open rates of marketing e-mails worldwide in 1st quarter 2018, by industry
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