Email Marketing Statistics

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 in 2021.

Email Marketing Stats Editor’s Choice

  • 80% of marketers claim email is best for customer acquisition.
  • Email marketing has $44 ROI for ever $1 spent.
  • The average email open rate for all industries is 20.81%.
  • Transactional emails have an average CTR of 4.8%.
  • The average CTR for all sectors is 2.43.
  • 17.75% of clicked through emails result in a purchase.
  • Global email users are set to reach 4.3B by 2023.

Stats that Prove the Importance of Email

It’s a common misconception that email marketing is not as powerful as it used to be. True, with the emergence of social media, marketers have more options to reach and engage consumers; however, no marketing channel is as adaptable, cost-effective, and action-oriented as email. In the following section, you will discover the most relevant statistics that support this notion.

Email Marketing Statistics 2021 Benchmarks

1. The average email open rate across all industries is 20.81%.

According to MailChimp’s 2018 report, emails related to hobbies have the highest open rate at 27.35%. Emails sent by government entities come in second, with a 26.52% open rate, while emails pertaining to arts and artists rank third with a 26.03% open rate.


2. The abuse and unsubscribe rates are lower for emails sent by companies with 26 or more employees.

A company’s size has little impact on the email open rates and clicks rates, which means emails sent by small teams can be as successful as those sent by larger companies. However, the abuse and unsubscribe rates are lower on emails sent by companies with 26-50 employees, standing at 0.007% and 0.17%, respectively. Companies with more than 50 employees have an abuse rate of 0.008% and an unsubscribe rate of 0.18%.


3. The automotive & transportation (45.1%), insurance (31.4%), and energy & environmental (30.9%) industries have the highest unique open rates.

According to email marketing statistics for 2019 by industry from the IBM 2018 Marketing Benchmark Report, computer hardware & telecommunications is also among the industries with a unique open rate of 30%. The corporate services, consumer services, and media & publishing are the verticals with the lowest unique open rates at 18.8%, 18.9%, and 15%, respectively.


4. Transactional emails have an average CTR of 4.8%.

This number is three times higher than non-transactional emails which generate CTR of 1.6%. Transactional emails also outperform non-transactional ones in terms of CTOR by 2.3%. These email marketing statistics and metrics suggest that marketers have become agile in finding ways to add value through transactional emails while driving more engagement and desired actions.


5. At 11.9%, automotive & transportation is the industry with the highest CTOR.

Consumer products & leisure, as well as sports & recreation, are also among the high-performing industries in terms of click to open rate with 11.2% each.


6. In 2018, 17.75% of clicked through emails resulted in a purchase.

Email is one of the most effective channels for driving purchases, noting a conversion rate of 17.75% in 2018. This number has been growing steadily year over year. For reference, in 2016 the average CR was 17.39%, while in 2017 it was 17.63%.


7. Email My Cart is the email type with the highest CR at 22.64%.

The highest email marketing conversion rate by campaign type is Email My Cart, followed by SCA at 18.72%. The lowest converting type is Browse Abandonment at 3.98%. Consumers in these categories have a low rate of intent and don’t even add items to their cart; therefore, there’s hardly any engagement.


8. Email my Cart campaigns also have the highest click-through rate.

39.42% of email recipients ultimately clicked through on the Email My Cart email, which is 101% more often than the second-highest campaign type - Cart Abandonment (19.6%). Post-purchase and Browser Abandonment are the campaign types with the lowest email click-through rate.


9. Email lists with 1000 - 2,499 subscribers have the highest CTR at 5.32%.

Stats from GetResponse suggest that email performance is better when the list is shorter. Email lists of 1000-2,499 subscribers have the best CTR, followed by lists of 2,500 - 4,999 recipients that have a click-through rate of 3.98%. The thing is, when having an extensive list of recipients, you might be sending emails to inactive or invalid addresses, which might be a reason for hard bounces.

(Get Response)

10. According to opt-in email marketing statistics, the average rate of visitors who subscribe to an email list is 1.95%.

This means that if you have more than 2% of your website visitors subscribe to your newsletter - you’re doing just fine. But don’t celebrate just yet. If you want to do more than just fine and be part of the 10% of marketers that have an average opt-in rate of 2.77% you need to optimize your signup flow and tweak your design to drive loyalty and on-site engagement.


11. The average read rate among the US audience is 59.7%, while the skimmed rate is 21.7%.

According to the email marketing stats from the IBM report, the US audience has the lowest email read rate and the highest skim rate by country. To improve the read rate, you need to make sure your emails catch the reader’s attention immediately. Try and provide hard-to-pass offers, and incorporate relevant and appealing visuals. Finally, test different approaches and designs to discover what works best with your target audience.


12. Words like “free,” “money,” and “reminder” trigger content-based email spam filters.

You might think that email recipients will immediately engage once they see the word “free” in the subject line. But, that’s not the case. It’s more likely that your email will end up in the spam folder, especially if you’re not a contact in your recipient’s database. Avoid spammy keywords and create relevant content that resonates with recipients to avoid the worst-case scenario.


13. 43% of email users will report spam if they don't recognize the senders’ From name or From email address.

Sending emails from a recognizable address and personal name is a good practice. Consumers receive dozens of emails daily, and 43% will determine whether or not to open an email based on who sends it.


The Influence of Email Marketing on B2B and B2C

14. 93% of B2B marketers use email to distribute content.

Business email statistics 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 the everydayness, 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, Boostmedical)

15. 83% of B2B companies use e-newsletters as part of their content marketing program.

When used right, an e-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)

16. Email is the third most influential source of information for B2B audiences.

B2B email marketing statistics show that reaching out to the customers by sending emails 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 is.


17. 30% of B2B marketers plan to increase spending on email.

The effectiveness of email is also proven in the proportion of B2B marketers who plan to spend even more on email than they have done thus far.

(My Emma)

18. 80% of business professionals believe that email marketing increases customer retention.

Acquiring customers is not enough anymore. The end goal of every marketer should be to maximize the lifetime value of loyal customers who will come back repeatedly. 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.


Stats on Email Marketing vs Social Media & Other Digital Channels

19. 58% of consumers check their email first thing in the morning.

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.


20. Email is the preferred promotion channel for 60% of consumers.

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.


21. 60% of consumers have made a purchase after receiving a marketing message by email.

Not only consumers 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.


22. 44% of users check their email for a deal from brands.

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.


23. Email reaches about 85% of the people.

Such email marketing effectiveness statistics prove that email remains the most efficient channel for reaching a large number of people. Plus, the average open rate of email 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%.


24. Email marketing has an ROI of 4400%.

Email marketing yields $44 back for every $1 you spend – and that’s why email is considered to be the most cost-efficient digital marketing channel. For comparison, based on PPC statistics, the average ROI for paid advertising is $2 for every $1 spent.

(Insights for Professionals)

25. Email marketing ROI is 28.5%, compared to 7% of direct mail.

Email scores in terms of ROI not just in comparison to digital channels, but also when compared to direct mail. This is despite the higher response rates that direct mail gets you. Add to that the expenses towards email marketing agencies that often manage these campaigns, and the ROI difference becomes even more obvious.


Facts and Stats to Help You Optimize Your Email Marketing Performance

Now that you are convinced that email marketing is one of the most effective ways to convert prospects and existing customers into sales, you will learn why it’s important to start evaluating email marketing campaigns and how you can improve your email marketing performance to take full advantage of it.

The Impact of Email Personalization

26. Personalized email messages improve click-through rates by 14% and conversions by 10%.

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.

(Campaign Monitor)

27. Personalization drives a 17.6% average email open rate.

Personalized emails drive significantly more interaction than non-personalized ones. HubSpot found out that emails with personalized messages have an open rate of 17.6%, while the open rate for non-personalized emails is at 11.4%.


28. Personalized emails have 29% higher unique open rates and 41% more unique click rates than non-personalized emails.

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.

(Active Trail)

29. Statistics on email marketing show that 96% of organizations think personalization can improve email marketing performance.

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, 55% of marketers think that the industry is not getting personalization right, while only 30% are satisfied with their efforts.

(Medium, Ignite Visibility)

30. 51% of marketers say segmenting email lists is one of their most effective personalization tactics.

Segmentation is cited 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. The most crucial step is to decide how you will segment your audience. Break your email list according to demographics, location, interests, and behaviors and then target your messages to increase the possibility your audience takes the action you want.

(HubSpot, Forbes)

31. Segmented email marketing campaigns get 14.31% more email opens and 100.95% more clicks compared to non-segmented campaigns.

When it comes to email statistics, 2019 will mark an increased use of email segmentation. Using segmentation or targeting ensures notably better email open rates and significantly better click-through rates.


32. Segmented campaigns’ unsubs and abuse rates are 9.37% and 3.90% lower than their non-segmented counterparts.

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.


33. Segmented campaigns’ bounce rate is 4.65% lower than the one of non-segmented ones.

Segmentation by interest groups performs best. It has 17.61% lower bounce rates that non-segmented campaigns. Consider using checkboxes, radio buttons, or drop-down menus to help subscribers choose their preferences.


34. Personalized subject lines increase email open rate by 26%.

Sending emails with personalized subjects will make them more likely to be opened and engaged with. You need to know your audience to craft a compelling subject line that would make your email stand out from the multitude of emails they get. You can use their first names, interests, birthdays, or localization. While this practice requires some extra effort, it is well worth it.

(Campaign Monitor)

Email Retargeting

35. Successfully implemented retargeting emails drive 28.3% of all ecommerce revenue.

Statistics about email marketing show that sending emails to regain the 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.


36. 40% of cart abandonment emails are opened.

As per shopping cart abandonment statistics, recovery emails have a high opening rate of 40%. What is more, 21% of the opened emails get click-throughs and 50% of consumers that click make a purchase.


37. Abandoned cart emails achieve a 4.64% conversion rate.

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 70% more orders.


Email Marketing Tips & Tricks

38. 56% of brands using emoji in their email lines had a higher open rate.

Emoji catch the attention of the receiver, making your email stand out in a crowded inbox. Plus, they are great at conveying emotion, and a bonus benefit is that they can replace the words that wouldn’t fit in otherwise.

(Send Pulse)

39. Dynamic product recommendations can boost email CTR by 35%.

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.


40. A/B testing email campaigns can improve performance by 46%.

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.

(Campaign Monitor)

41. Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns.

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%.


42. Welcome emails drive 320% more revenue on a per-email basis than other promotional emails.

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.

(Wordstream, Mention)

43. 85% of consumers sign up for marketing emails hoping for a reward.

Email usage statistics 2019 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.

(Disruptive Advertising)

44. The best time of day to send an email is between 10 am and 11 am.

Sleeknote’s data indicates that the optimal time of day for sending emails is between 10 am and 11 am. Furthermore, Tuesdays and Thursdays are the best days to send emails overall, with Tuesday leading in terms of open rates and click-throughs. Mondays and Sundays, on the other hand, have high transaction rates. Although these email marketing stats are a great starting point, you need to test and figure out what works best for your subscribers.


45. 49-52% of US consumers say they would like to receive promotional emails from their favorite brands every week.

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. As per recent email marketing statistics, more than 80% wouldn’t mind receiving such emails once a month, either.

(Access Development)

46. 62% of marketers said they send a combination of both plain text and HTML designed emails.

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.

(Campaign Monitor)

47. New email marketing stats show that 65% of users prefer emails to contain mostly images.

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.

(Campaign Monitor)

48. Adding videos to your email can increase click rates by 300%.

There are several ways to make your communication stand out – adding relevant videos to them is proven to be one of the more useful ones.


49. Catering your campaigns specifically to males or females will prove worthy only 15% of the time.

Consumers love seeing mixed content, and you as a marketer should adjust the content 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.


50. Automated email messages see a 70.5% increase in open rates and 152% higher CTR.

Triggered emails provide customers a better experience, while also improving the open and click-through rates. According to email marketing automation statistics for B2C marketers, these emails have proved to boost conversion rate by 50%.

(Campaign Monitor)

The Future of Email Marketing as of 2021

51. The number of business emails sent and received per day is poised to grow to over 347 billion by the end of 2022.

In 2017, 269 billion consumer emails were sent and received every day. This daily email volume exceeded 281 billion in 2018, and it is expected to increase to more than 347 billion in 2022.


52. The number of global e-mail users is set to grow to 4.4 billion users in 2023.

Email marketing shows no signs of slowing down. According to email usage statistics by Statista, there were 3.7 billion and 3.8 billion email users in 2017 and 2018, respectively. The growing trend of email usage will continue in the years to come, noting 4 billion users in 2020. The number of worldwide email users is expected to hit the 4.3 billion mark in 2023.


53. This year, the number of mobile users is expected to exceed the 5 billion mark. Still, 1 in 5 email marketing campaigns isn’t optimized for mobile.

With 49.1% of emails being read on handheld devices, optimizing your emails for mobile is no longer just an option - it is a must. However, if you are among the 20% of marketers whose email campaigns aren’t optimized for mobile, you are losing out a significant opportunity to build brand loyalty, engage your subscribers, and boost your revenue.

(, Return Path)

Wrapping It Up

Email marketing brings a lot of benefits to the table. It works for businesses of all sizes and helps in reaching a large group of people, while also boosting engagement and conversion rates. What truly makes email a one-of-a-kind marketing channel is its ability to personalize the messages and tailor them based on consumer actions.

Hopefully, these 53 email marketing statistics provide you with enough insight to perfect your strategy in 2019 and start building high-quality email campaigns to convert your target market.

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