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Personalization in marketing - ways of using data 2016

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How are you using data to surface personalized experiences?

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The graph shows the ways business used data to create personalized experiences as of November 2016. During a global survey, 61 percent of responding marketers stated they used offline analytics to determine target audience propensity.

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Spam: share of global email traffic 2014-2017

Spam: share of global email traffic 2014-2017

Spam e-mail: leading countries of origin of spam 2017

Spam e-mail: leading countries of origin of spam 2017

Planned changes to marketing budgets in the U.S. in 2017, by channel

Planned changes to marketing budgets in the U.S. in 2017, by channel

E-mail marketing spending in the U.S. 2014-2019

E-mail marketing spending in the U.S. 2014-2019

Marketing communication channels preferred by U.S. consumers 2015

Marketing communication channels preferred by U.S. consumers 2015

E-mail marketing: CTR and open rates in North America 2010-2017

E-mail marketing: CTR and open rates in North America 2010-2017

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Statistics on "E-mail marketing in the U.S."

Overview

The most important statistics

Will your organization increase, decrease or maintain spending on the following marketing mediums in 2017?Planned changes to marketing budgets in the U.S. in 2017, by channel
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
Leading marketing channels influencing revenue growth according to B2B and B2C professionals in the United States in 2015Marketing channels driving revenue according to U.S. B2B and B2C marketers 2015
Leading marketing methods according to marketing executives in the United States in 2015Customer marketing methods in the U.S. 2015
Number of e-mail users worldwide from 2017 to 2021 (in millions)Number of e-mail users worldwide 2017-2021
Number of e-mail users in the United States from 2013 to 2020 (in millions)Number of U.S. e-mail users 2013-2020

Use & strategy

The most important statistics

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
Which of the following tactics do you currently spend your marketing dollars on?Marketing channels U.S. small businesses invest in 2016
How will e-mail marketing change in the next five years?Marketers' opinion of the future of e-mail marketing worldwide by 2020
How do you encourage your customers to subscribe to receive your content?Online retailer methods of customer motivation to e-mail subscription 2016
E-mail marketing tactics retailers used to attract and engage customers in North America as of September 2016North America: e-mail marketing tactics 2016
How do you plan to refine and improve e-mail strategies over the next 12 to 24 months?North America: planned changes in e-mail marketing strategies 2016-2018
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

Effectiveness & metrics

The most important statistics

How do you measure the success of an e-mail campaign?Leading methods of e-mail marketing success measurement in 2015
Which of these e-mail marketing tactics are most successful in driving conversions?E-mail tactics seen as driving conversions according to online retailers 2016
E-mail open and clickthrough rates (CTR) in North America from 1st quarter 2010 to 1st 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
What percentage of new susbcribers engage with your first message?Share of promo e-mail susbcribers engaging with online retailer messages 2016
Share of opened marketing e-mails that were forwarded worldwide as of March 2015, by audience sizeGlobal e-mail forward-to-open rate 2015, by audience size
Share of consumers who made online and offline purchases influenced by a promotional e-mail in the United States as of January 2015U.S. e-mail marketing influence on online and offline buying 2015

E-mail advertising

The most important statistics

E-mail advertising spending in the United States from 2014 to 2019 (in billion U.S. dollars)E-mail ad spend in the U.S. 2014-2019
Distribution of online advertising revenue in the United States from 2015 to 2016, by typeDistribution of online advertising revenue in the U.S. from 2015 to 2016, by type
Distribution of advertising e-mail conversions in the United States in 2015, by device typeE-mail conversions in the U.S. 2015, by device type
Distribution of advertising e-mails opened in the United States in 2015, by deviceE-mail opens share in the U.S. 2015, by device
Length of time spent reading advertising e-mails by consumers in the United States in the 2nd quarter 2015, by device typeTime spent reading ad e-mails in the U.S. Q2 2015, by device type
Actions taken by consumers after receiving shopping cart e-mail remiders in the United States as of January 2015U.S. consumer actions influenced by shopping cart reminder e-mails 2015

Mobile e-mail marketing

The most important statistics

Leading smartphone activities among users in the United States in 2016Leading U.S. smartphone usage reasons 2016
Percentage of advertising e-mails opened via mobile device in the United States in 2015, by operating systemMobile e-mail opens share in the U.S. 2015, by OS
Popularity of marketing channels among companies in the United States as of April 2016Popularity of marketing channels in the U.S. 2016
How will you be integrating mobile with e-mail in 2016?Planned formats of mobile e-mail marketing integration as of December 2016
Weekly mobile e-mail access rate in selected countries as of 2016Mobile e-mail usage in selected countries 2016

Personalization

The most important statistics

Digital channels in which personalized communication is delivered according to marketers worldwide as of June 2015Leading digital marketing channels with personalized messages worldwide 2015
Perceived effect of personalization on selected metrics according to marketers worldwide as of June 2015Perceived personalization impact on marketing metrics worldwide 2015
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
Positive influence of subject line personalization on e-mail unique open rate in North America in 1st quarter 2015, by industryE-mail subject personalization influence on open rate America Q1 2015, by industry
How are you using data to surface personalized experiences?Personalization in marketing - ways of using data 2016

Consumer perception & behavior

The most important statistics

How frequently do you check your personal e-mail every day?North America: personal e-mail access frequency 2016
In which of the following ways, if any, would you prefer to receive regular updates and promotions from companies that you are interested in doing business with?Marketing communication channels preferred by U.S. consumers 2015
How many brands have you subscribed to in order to receive e-mail marketing messages?Number of brand e-mail subscriptions among U.S. consumers 2016
What type of information in e-mail messages and/or social media influences you to purchase an item at a local business for your holiday shopping?U.S. holiday shopping social and e-mail promotion influence 2015
Frequency with which consumers check their promotional e-mails per day in the United States as of August 2015Promo e-mail checking frequency in the U.S. 2015
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
Reasons U.S. customers unsubscribe from e-mail lists as of October 2016Reasons U.S. customers unsubscribe e-mail lists 2016
Leading reasons why consumers mark business e-mails as spam in the United States as of March 2015Reasons why U.S. consumers mark promo e-mails as spam 2015

Spam

The most important statistics

Leading countries of origin for unsolicited spam e-mails as of 2nd quarter 2017, by share of worldwide spam volumeSpam e-mail: leading countries of origin of spam 2017
E-mail inbox placement and spam rate in the United States from 2nd quarter 2015 to 2nd quarter 2016E-mail inbox placement & spam rate in the U.S. 2015-2016
Global e-mail spam rate from 2012 to 2016E-mail spam rate worldwide 2012-2016
Most prevalent spam content categories worldwide in 2014 and 2015Global spam categories 2015
Global spam volume as percentage of total e-mail traffic from 2007 to 2016Spam: share of global email traffic 2007-2016
Global spam volume as percentage of total e-mail traffic from January 2014 to March 2017, by monthSpam: share of global email traffic 2014-2017

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