Email marketing is still one of the most effective ways to promote your business. We dug deep and compiled the most recent and relevant email marketing statistics, so you can get a clear image of where email marketing stands. Plus, we unveil how to make the best of it to achieve your goals this year.
Email marketing shows no signs of slowing down. According to figures by Statista, there are over 4 billion users. The number of worldwide email users is expected to hit the 4.3 billion mark in 2023.
As confirmed by Statista’s figures, the daily volume of email sent and received per day grows steadily. As of 2020, there are 306.1 billion emails exchanged every day and this number is poised to grow to 361.6 billion by 2024.
Email usage demographics indicate that internet users in the 25-44 age bracket are the largest group using email in the US. 90.1% of users between 45-64 use email, closely followed by the 15-24 demographic (90%). 84.1% of internet users aged 65+ are also using email.
Email is one of the best ways to reach young people. They are spending an average of 6.4 hours checking their inbox daily. The majority (98%) check their email every few hours while doing other activities—eating a meal, watching TV, or working out. Research also shows that millennials are 63% more likely to be influenced by a promotional email.
Contrary to popular belief that email marketing is dead and social media is taking over, recent email marketing statistics show that email is the preferred channel for 60% of consumers. On the other hand, only 20% of consumers that follow brands on social media would like to receive promotional messages.
The vast majority of email users log in to check their inboxes at least 3 times a day. 28% of users check their email over 10 times a day, and only 4% have reported doing so less than daily.
Optinmonster reports that 58% of people check their emails first thing in the morning compared to 14% who check social media. Furthermore, those who have a habit of checking their emails before their day is officially started are believed to be more task-oriented and more likely to have a specific goal in mind when it comes to online interactions like finding product information or a new deal.
Email continues to be the main channel for consumers to discover deals and discounts. For comparison, only 4% would go to Facebook for the same reason.
Since consumers love email so much, marketers are actively tapping into the channel. Currently, email is the third most popular channel for content marketing distribution behind social media (91%) and the company website/blog (89%).
(Content Marketing Institute)
Email marketing statistics and metrics prove that email is officially the most used content distribution channel for B2B marketers. Social media or instant messaging might be growing in popularity in everyday life, but at work, marketers prefer email to communicate. Not only that, but 59% of B2B marketers generate the most revenue through email.
(Content Marketing Institute)
When used right, a newsletter is an effective form of maintaining contact with customers. B2B marketers use them to promote their products or services. Plus, 40% of them say email newsletters are critical to their content marketing success.
(Imagine Pub, Content Marketing Institute)
These figures prove that email remains the most efficient channel for reaching a large number of people. Plus, email’s average open rate is nearly 23%, while its CTR is 3.71%. If you think social media drives better results; think again. Recent stats confirm that Facebook, Instagram, and Twitter have an engagement rate of only 0.6%.
Email marketing facts highlight that it is more effective than ever. In a highly saturated digital market, marketers struggle to break through the noise and catch the audience’s attention. It seems that email is the right way to do it, as nearly 80% of marketers saw increased email engagement over the past year.
Consumers not only love receiving promo emails, but they also take action upon receiving them. 60% of them have bought something directly influenced by a promotional email. When it comes to social media, only 12.5% of consumers would consider purchasing as a result of a marketing message that landed in their inbox.
Email marketing ROI statistics confirm the effectiveness of email—it yields $38 back for every $1 you spend, and that’s why it’s considered to be the most cost-efficient digital marketing channel. For comparison, PPC statistics indicate that the average ROI for paid advertising is $2 for every $1 spent.
Given the rising popularity of social media, this stat might come as a surprise. While social networks like Facebook and Twitter are the go-to channels for numerous business activities, email is 40 times more effective for acquiring customers.
B2B email marketing statistics show that reaching out to customers via email is a secure way to influence them. Other than the personal channels of recommendations from colleagues or industry leaders, no other channel is as strong an influence as email.
Just acquiring customers is not enough. The end goal of every marketer should be to maximize the lifetime value of loyal customers who will keep coming back. And, for the majority of B2C marketers, email has proved to be an effective channel for keeping the customers engaged enough to come back for more over and over again.
Email marketing statistics by industry show that the Government, Nonprofit, and Education are the top three industries for the highest open rates. Compared to 2019, Government open rates went up by 10.71%, Nonprofit saw a 4.81% improvement in open rates, whereas Education open rates increased by 4.5%.
The Retail industry an average email open rate of only 12.6%, down from 17% in 2019. Rounding up the top three industries with the lowest email open rates are Food and Beverage at 15.2% (down from 15.48% in 2019) and Travel, Hospitality, and Leisure at 17.7% (down from 14.98%).
The average email click-through rate across industries is 2.6%. At 6%, Government is the industry with the highest click-through rate. The rate improved by 1.06% compared to 2019.
On average, 14.1% of the people that open an email find the content inside relevant enough to click on.
It seems that marketers are getting better at keeping their lists clean. The average bounce rate across industries is 0.7%, whereas the unsubscribe rate is down to 0.1%.
49% of all web traffic comes from mobile. As a result, the trend of checking emails on a mobile phone increases, and now 60% of email opens happen on mobile.
Smartphones are the go-to device for 40% of young people when it comes to email. This number decreases with older users. For example, 28% of email users between 19 and 34 years old are opening emails on their smartphone first, and only 8% of readers in the 56-67 age bracket are doing so.
70% of users that read emails on their mobile devices delete badly formatted messages in under three seconds. Email marketing stats further show that 15% of users would go on to unsubscribe instead of deleting the message only. This means that if your message isn’t optimized for mobile, it would see as much as an 85% drop in potential customers.
70% of mobile users are reading their email in an app and most of them are checking it in the morning. Having the inbox on the tip of the finger is one of the reasons why mobile users are also likely to check their email 3x more throughout the day.
(Think With Google)
Apple iPhone is the most popular mobile client for reading emails. Gmail comes second and accounts for 27% of email opens on mobile.
As a result of the coronavirus outbreak, many brands shifted to digital channel communication, especially email. Marketers reported sending 27% more emails compared to the period prior to the coronavirus pandemic.
According to the latest opt-in email marketing statistics, users engaged more with newsletters during the pandemic. The engagement rate was highest for newsletters that cover finance (43%), hard news (38%), and shopping (83%).
In the dawn of the COVID-19 outbreak, there was a 16% increase in email opens which shows that people were interested in seeing what brands have to say and learning about their future plans and how they are responding to the crisis. As we moved deeper into the pandemic, the open rates continued to grow. Between March and April, there was a 32% YoY increase in the open rates.
Email marketing statistics regarding the industry impact after the coronavirus outbreak show that the Government industry saw a 25% increase in emails sent in March 2020 compared to March 2019. The open rate also went up by an astonishing 30%, reaching an average of 41.5% throughout that month.
(Campaign Monitor, Omnisend)
While the open rates went up, click rates saw a decrease of 17.19% at the beginning of the pandemic. The same trend continued as the pandemic unfolded, and at some point in March, there were days with up to 40% lesser click rates compared to the same period in 2019.
The average email marketing conversion rate went up at the beginning of 2020 and peaked in March, seeing a 22.66% YoY lift between March and April.
Marketers have recognized the benefits personalization brings to their efforts, and now they are sending 30% more individualized campaigns than blast emails.
When it comes to personalization, the majority of marketers are personalizing the messages or promotions by the audience. According to the latest statistics on email marketing, 51% are also sending recommendations for product or content by audience segment. 49% use the time to personalize messages, 35% send triggered emails based on people’s behavior, whereas 25% send product recommendations per individual.
An email is an excellent tool for tailoring individual brand experiences. Sending personalized messages will increase both CTR and conversions. Consumers want to be treated as individuals with specific needs and problems. That said, they expect customized experience across all touchpoints, including email. Luckily, it is now easier than ever to craft personalized emails by leveraging email automation tools, A/B testing campaigns, and segmentation.
Email marketing statistics reveal that personalized emails drive significantly more interaction than non-personalized ones. Emails with personalized messages have an open rate of 22.63%, while the open rate for non-personalized emails is at 22.09%.
We’ve seen that personalization is the key to a successful email marketing campaign. Customers are likely to ignore generic, spammy, or irrelevant messages. On the other hand, emails with custom-tailored content are more relevant to customers which results in higher unique open rates, clicks, and engagement.
No one can deny the impact of personalized email marketing anymore. Nowadays, almost all organizations consider personalization a useful tool for improving email marketing performance. Still, according to Evergage’s email marketing stats, 55% of marketers think that the industry is not getting personalization right, while only 30% are satisfied with their efforts.
(Medium, Ignite Visibility)
One-size-fits-all won’t do for your customers. Personalizing your campaigns around the subscriber’s identity will prove to be very beneficial in the long run. Such campaigns will drive a huge chunk of your email revenue and generate as much as 122% ROI.
The key to a successful email marketing strategy is relevance. One way to make emails more relevant and entice users to open them is to personalize the subject lines. Users are 26% more inclined to open emails with personalized subject lines.
Email marketing companies cite segmentation as the most effective tactic for email personalization, topping all other strategies. What’s more to it, segmented and targeted emails generate 58% of all revenue.
When it comes to email statistics, 2021 will mark an increased use of email segmentation. Using segmentation or targeting ensures notably better email open rates and significantly better click-through rates.
List segmentation is very important in terms of revenue. 76% of marketers have already made basic segmentation a part of their email marketing strategy. Additionally, the research from Campaign Monitor shows that marketers that have adopted segmentation noted a 760% boost in revenue.
These email marketing statistics prove further that email list segmentation positively impacts the engagement rate. Segmenting the audience by identifying merge values like location, interest, or job title has shown to be an excellent practice for decreasing the abuse and unsubscribe rates.
Segmentation by interest groups performs best. It yields 17.61% lower bounce rates than the ones of non-segmented campaigns. Consider using checkboxes, radio buttons, or drop-down menus to help subscribers choose their preferences.
49% of companies are already implementing marketing automation technology and 86% of them rely on marketing automation software to help them plan workflows.
(Email Monday, Moosend)
Automated emails are 133% more likely to provide relevant messages to subscribers. This influences the overall campaign performance—automated emails see 70.5% higher open rates and 152% higher CTRs compared to generic emails.
As seen in previous email marketing statistics, triggered campaigns are responsible for 75% of email revenue and automated campaigns drive 21% of the revenue. Automated emails are more likely to match customers’ needs which greatly boosts open and click-through rates, and ultimately revenue.
The email list is the most important asset for email marketing. But what happens when there are inactive email subscribers? Nearly half of the marketers try to win them back via re-engagement emails before removing them altogether.
As per business email statistics, marketers have seen the best result when sending three abandoned cart emails instead of one. The first email receives 50% opens and 21% clicks. The second email gets 41% opens and 3% clicks, whereas the third email receives 39% opens and 8% clicks.
The average revenue made per an abandoned email is $5.64. Compared to $0.02 made from promotional emails and $0.18 from welcome emails, it’s a significant difference.
Statistics about email marketing show that sending emails to regain lost sales can be very beneficial. Highly personal and conversion-centric, these emails should include a sleek subject line, the abandoned product along with a bold CTA button, and persuasive text.
As per shopping cart abandonment statistics, recovery emails have a high opening rate of 40%. What is more, 13.3% click inside the emails, and 35% of those who do make a purchase.
Abandoned emails have a higher conversion rate compared to newsletters which have a conversion rate of 0.17%. Furthermore, emailing statistics have proved that sending multiple abandoned cart emails instead of a single one can achieve nearly 70% more orders.
A dynamic recommendation is automatically personalized and presents the most relevant products to the shopper at the moment. This type of recommendation is beneficial and leads to a boost of 30% and 35% in sales conversions and CTR, respectively.
The new rules of email marketing say: You need to test for success. By leveraging split testing, you can find the best solution for content, CTAs, subject lines, send times. This will help you get better open and click-through rates which will, in turn, result in increased website traffic and sales.
With 74% of people expecting to receive an email immediately upon subscribing to an email list, you have an excellent opportunity to make a good first impression. What is more, the welcome email is the basis of the relationship you will build with the subscriber. Not only these emails perform better than regular emails in terms of open rates and clicks, but they also boost engagement rate by 33%, as email marketing statistics reveal.
Here’s a fun fact for those of you wondering how much revenue does email drive: if you send a welcome email, you’re poised to grab 320% more revenue on a per-email basis. Welcome emails will help you leave a good first impression and make the first step of the relationship you start building with your lead.
Stats on email marketing confirm that for the majority of consumers, the main reason behind signing up with email marketing campaigns is the expectation of rewards like discounts, special offers, gifts, etc. Marketers need to live up to these expectations to stay ahead of the competition.
At the same time, contrary to claims that consumers are averse to emails from marketers, about half of them like to receive such communication, provided they are sent with a reasonable frequency. More than 80% wouldn’t mind receiving such emails once a month, either.
Tuesday is leading in terms of click-throughs (2.73%) and open rate (18.30%). Mondays and Sundays, on the other hand, have the lowest unsubscribe rates (0.16%). Thursdays and Fridays see the best click-to-open rates (14.40%). Although these email marketing stats are a great starting point, you need to test and figure out what works best for your subscribers.
It seems that there isn’t a clear winner between HTML and plain text emails, so the majority of marketers prefer to use a combination of both practices. HTML would work better for marketing emails, while plain text is a better choice for establishing more personal contact. Either way, always make sure to give your subscribers the option to choose plain text.
Keeping your emails concise and appealing will help you perform better. Where possible, choose an eye candy that grabs the reader’s attention while enhancing the effectiveness of the message you want to convey.
There are several ways to make your communication stand out and achieve these email marketing stats–adding relevant videos to them is proven to be one of the more useful ones.
Consumers love seeing mixed content, and you as a marketer should adjust per their preferences. Examine what drives engagement but avoid exposing your audience only to content specific to their gender. Treating a customer as male AND female will be the right tactic 85% of the time.
As of 2020, there are 306.4 billion emails exchanged every day. The average office worker receives an average of 120 emails every day. The number of sent and received daily emails is poised to grow to 361.6 billion by 2024.
For every dollar you invest in email marketing, you get $38 back. This is why email marketing is one of the most cost-efficient marketing channels. Furthermore, email marketing statistics reveal that 18% of the top-performing companies achieve as much as $70 per $1 invested. On the other hand, 20% of low-performing companies get less than $5 per $1.
Besides providing an attractive ROI, email marketing is a successful tactic for increasing sales conversions, generating more leads, boosting website traffic, and amplifying brand awareness.
These email marketing statistics certainly prove that email is still an effective tool for generating excellent ROI, boosting sales, and delivering a cost-effective approach to the marketing strategies overall. Email continually evolves and provides new and improved opportunities for marketers.