Reports of the death of email are greatly exaggerated. Email continues to outperform other marketing channels, according to the Direct Marketing Association (DMA). The DMA reports in its 2013 Statistical Fact Book that last year emails produced an ROI of 4,300 percent, earning over $42 for every dollar spent on email.

The big difference is the growth of mobile email. For the first time, 51 percent of all email opens were via mobile devices. Mobile data traffic grew 81 percent during the year.

The 2014 Email Marketing Metrics Report from emailing firm Mailer Mailer showed that average open rates increased in 2013 over the previous year, even though clickthrough rates were lower. The report makes this important observation about mobile email: “Mobile users appear to behave differently with email than desktop users. They view email more frequently, perhaps out of boredom or as a way to pass time, but are less likely to interact.”

The Mailer Mailer report cites other useful statistics about email, including most effective days to send email, length of subject line, use of personalization, and more.

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