75 Essential direct marketing statistics | DMA

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75 Essential direct marketing statistics


I don’t know who you are. I don’t know what you want. If you are looking for dull data blogs, I can tell you data is not boring, and what I do have are a very particular set of facts. Facts which we have gathered over a jam-packed work week. Facts which will change the way you think. If you read on now, that’ll be the end of it. I will not try to persuade you further, I will not say ‘I told you so’ when you’re marketing goes from strength to strength. But if you don’t, I will look for you, I will find you and I will convince you with more facts!

Okay, I’m a bit too busy to be finding anyone that doesn’t believe what research has to say and I don’t think it’s a call for Liam Neeson to either (not sure where the ‘speech’ came from? You need to watch the film ‘Taken’). However, I do have a rather long list of data driven marketing facts which you’ll find interesting and who knows, you might even change some of your strategies. So let’s get rolling…


Email Marketing

Clickthrough rates

1. Highest click through rate time for email campaigns is 11am. (HubSpot, 2015)

2. 85% of marketers review email opens and clicks and only 23% report that their website and emails are set up appropriately for tracking. (MarketingProfs, 2016)

3. Emails generated by abandoned shopping carts have a 40.5% open rate. (eMarketer, 2015)

4. Increasing the amount of images in an email tends to worsen click through rate (HubSpot, 2014)

Email Copy

5. Emails with more text are preferred by 64% of people (HubSpot, 2014)

6. Including ‘thank you’ in subject lines has highest above average level of engagement (Adestra, 2015)

7. Split testing email subject lines for optimal performance is used by 47% of marketers (MarketingProfs, 2016)

8. Including the recipients first name in the subject line increases click though rates (HubSpot, 2014)

9. Personalised messages generate higher open rates (17.6%) than non-personalised (11.4%) (Statista, 2014)

10. 40% of retailers do not use consumers’ purchase data to ensure emails are more applicable, and 50% do not use demographic data to improve message applicability. (Yesmail, 2016.)

Email Segmentation

11. Targeted emails are not used by 42% of marketers (MarketingProfs, 2016)

12. Targeted ads are interacted with by 41% of customers. (Usabilla, 2015.)

13. Segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association, 2015)

Email Usage

14. Emailing offers ‘excellent’ to ‘good’ ROI as agreed by 75% of companies. (Econsultancy, 2016)

15. Email use will reach 3 billion users worldwide by 2020. (The Radicati Group, 2016)

16. Worldwide, Gmail has 1 billion active users. (Statista, 2016)

17. Between 5 and 10 p.m., 66% of unsubscribes happen (Tomasz Tunguz, 2015)

18. Promotional emails from companies are welcomed by 86% of consumers who do business with them monthly and 15% would like them daily. (Statista, 2015)

19. The main barrier to successful email marketing is improving quality of contact data according to 51% of marketers (Ascend2, 2016)

20. Too many emails results in unsubscribes with 78% of consumers doing just that. (HubSpot, 2016)

21. Globally, email marketing is the preferred choice for marketers. (Campaign Monitor, 2015.)

22. For email marketing in 2015, there was a 3800% ROI. (Campaign Monitor, 2015.)

23. 45% of small business owners don’t have an email list that potential customers can opt into. (Infusionsoft & LeadPages, 2016.)

24. For emails, the average unsubscribe-to-opens rate in 2015 was 2.72%. (Sign-Up.to, 2016.)


Lead Generation

25. Lead generation efforts are only slightly or somewhat effective for 80% of marketers (BrightTALK, 2015)

26. 61% B2B marketers find a lack of resources remains the largest obstacle for successful lead generation (BrightTALK, 2015)

27. Less fields on web forms is preferable for B2B marketers (79% prefer between 3-5, with only 16% said 6+) (BrightTALK, 2015)

28. Only 17% of marketers say outbound efforts deliver the best quality leads for sales. (HubSpot, 2016)

29. Generating leads is a top obstacle for 65% of marketers (HubSpot, 2016)

30. 58% of marketers are planning to increase their lead generation budget. (BrightTALK, 2015)

31. For companies exceeding their revenue goals, 70% report attracting more than 10,000 monthly visitors. (HubSpot, 2015)

32. 74% of companies that weren’t familiar with their KPIs were not exceeding revenue goals. (HubSpot, 2015)

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33. Ads have increased in the past two years according to 87% of people (HubSpot, 2016)

34. In 2015, Adblocking cost publishers nearly $22 billion. (PageFair, 2015)

35. With 300million downloads globally, Adblocker Plus is the most popular ad blocking app. (HubSpot, 2016)

36. Ad filtering rather than blocking is preferred by 77% of consumers (HubSpot, 2016)

37. Ad blockers spread via word of mouth with 41% of users finding out this way. (HubSpot, 2016)

38. Ads are annoying or intrusive according to 64% of ad blocker users (HubSpot 2016)

39. Globally, 419 million people have an adblocker on their smartphone (PageFair, 2015)

Display Advertising

40. Ads are more intrusive today compared to two years ago according to 91% of people (HubSpot, 2016)

41. Pop-up ads are loathed by 73% of people (HubSpot, 2016)

42. Pop-ups or autoplaying videos cause 80% of people to leave the webpage (HubSpot, 2016)

43. 72% of consumers say they would think less of a brand if they featured pop-up ads (HubSpot, 2016)

44. 34% of consumers report a mistaken click on an ad. (HubSpot, 2016)

Mobile Advertising

45. Mobile ads are disliked by 70% of people. (HubSpot, 2016)

46. There has been a 90% increase annually for mobile ad blocking (HubSpot, 2016)

47. First position mobile search ad on Google generates an average clickthrough rate of 27.7%. The average clickthrough rate for second position is 9.2%. (Search Engine Land, 2014)

48. 80% of global marketers use location targeting for mobile advertising. (eMarketer, 2015)

49. The biggest challenge for mobile advertising for 41% of marketers is attribution transparency (AdRoll, 2016.)

50. Mobile advertising is expected to be 72% of all US digital ad spending by 2019. (Marketing Land, 2015.)

51. 83% of mobile users express the importance of good user experience across all devices. (Wolfgang Jaegel, 2015.)

52. A badly designed mobile site deters 57% of users from recommending the business. (CMS Report, 2015.)

Pay-Per-Click (PPC)

53. When online shopping, 64.6% of people click on Google ads. (WordStream, 2016)

54. Average conversion rates in AdWords across all industries is 2.7% on the search network and 0.89% on the display network. (WordStream, 2016)

55. Clickthrough rate averages in AdWords across all industries is 1.91% for search and 0.35% for display. (WordStream, 2016)

56. Cost-per-click (CPA) in AdWords across all industries averages $2.32 on the search network and $0.58 on the display network. (WordStream, 2016)

57. Facebook leads with paid social media ads (84%), then Google ads (41%) and LinkedIn ads (18%). (Social Media Examiner, 2015)

Video Advertising

58. Video ads featuring autoplay give a lower opinion to 51% of people. (HubSpot, 2016)

59. An autoplaying online video ad has caused 82% of consumers to exit the webpage. (HubSpot, 2016)

60. Video ads have the highest clickthrough rate of all digital ad formats with 1.84% (Business Insider, 2015)

61. Online video ads are skipped by 56% of viewers (Marketing Land, 2014)

62. A video ad should be no more than 15 secs according to 15% of viewers (Marketing Land, 2014)

social media

Social Media

63. Social media content is the main marketing strategy for 93% of organisations. (Content Marketing Institute, 2015.)

64. 94% of B2B marketers use LinkedIn to share posts. (Content Marketing Institute, 2015.)

65. The top 4 social media platforms to post content for B2B marketers is: LinkedIn, Twitter, Facebook and Youtube. (Content Marketing Institute, 2015.)

66. 66% of organisations agree that LinkedIn is the most useful social media platform. (Content Marketing Institute, 2015.)

67. Whitepapers and LinkedIn are the most effective content and tactics for lead generation, with 61% and 59% of marketers agreeing respectively. (DemandWave, 2016.)

68. Visual posts are 40x more likely to be shared on social media (Fast Company, 2015.)

69. Articles with fewer images (less than one every 100 words) have half the number of social shares. (Buzzsumo, 2015.)



70. Personalised experience means 56% of customers are more likely to buy. (Usabilla, 2015.)

71. Face to face events are the best marketing tool according to 75% of digital marketers. (Usabilla, 2015.)

72. Sites offering personalised recommendations sell more to 45% of online customers (Usabilla, 2015.)

73. After hearing information, only 10% is remembered after three days. When paired with an imaged, 65% of the information is remembered 3 days later. (Brain Rules, 2015.)

74. Google’s top ranking content is between 1,140-1,285 words (Content Marketing Institute, 2015.)

75. “How to” searches have increased 70% year on year. (Adélie Studios, 2016.)


Content Marketing Institute, 2015

Infusionsoft & LeadPages, 2016

AdRoll, 2016

DemandWave, 2016

Yesmail, 2016

Ascend2, 2016

Usabilla, 2015

Brain Rules, 2015

Adélie Studios, 2016

Hubspot, 2015

Campaign Monitor, 2015

Sign-Up.to, 2016

Adestra, 2016

Marketing Land, 2015

Wolfgang Jaegel, 2015

CMS Report, 2015

Fast Company, 2015

Buzzsumo, 2015

Social Media Examiner, 2015

Business Insider, 2015

WordStream, 2016

eMarketer, 2015

Search Engine Land, 2014

PageFair, 2015

BrightTALK, 2015

MarketingProfs, 2016

Statista, 2014

Yesmail, 2016

The Direct Marketing Association, 2015

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