B Evidence Grade B Graded under review Safe to Cite Current

66%

66% -- email influenced purchase rate for customers (2026)

Name: Email Influenced Purchase Rate Statistics
Creator: Lighthouse Intelligence
Published: 2026-10-02

2026 · Direct Marketing Association

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Attribution: Direct Marketing Association View source

Lighthouse Research Team

Last verified: 2026-10-02 · How we verify data →

Source verified Evidence graded

Value

66%

Unit

Percentage

Data Vintage

2026

Entity

customers

Geography

Global

Evidence Quality

Strong, reliable evidence

Sourced from a well-regarded research firm or industry leader with transparent methodology and a reasonably large sample.

60/100 confidence

Single source - not yet corroborated

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Source

Direct Marketing Association Primary Tier C

https://smaily.com/top-5-effective-strategies-to-improve-email-marketing-roi/ ↗

Confidence: 55/100 Vintage: 2026 Channel: Wayback

Source Article

Top 5 Effective Strategies to Improve Email Marketing ROI

Email marketing ROI is a crucial metric for businesses that use email as a marketing channel. As referred to in an article on Linkedin, the ROI of email marketing is approximately 4400%. Ensuring that your email marketing campaigns generate a positive ROI is essential to justify the effort and expen…

Original Research

Direct Marketing Association · Original study ↗

Methodology

Direct Marketing Association research, cited secondhand

Methodology documented

Segmentation

IndustryeCommerce RegionGlobal RoleAll marketers Channelemail

Cite this stat

Plain Text

customers: 66% email influenced purchase rate. Source: Direct Marketing Association (2026). Via Lighthouse Intelligence -- https://lighthousedata.io/data/email-driven-online-purchase-66-percent

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<blockquote cite="https://lighthousedata.io/data/email-driven-online-purchase-66-percent" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>66%</strong> -- email influenced purchase rate for customers<br><small>Source: Direct Marketing Association (2026) · <a href="https://lighthousedata.io/data/email-driven-online-purchase-66-percent" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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