25 Email Marketing Statistics You Should Know

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 Stats (Editor’s Choice)

• 93.6% of US internet users aged 25-44 use email. (Statista)
• 65% of email users check their email three times a day. (Sender.net)
• 44% of users check their email for a deal from brands. (Optinmonster)
• 87% of B2B marketers use email marketing to distribute their content. (Kinsta)
• Email marketing has an ROI of 4,200%. (HubSpot)
• Segmented campaigns drive as much as a 760% increase in revenue. (Campaign Monitor)
• Automated emails have 70.5% higher open rates than generic ones. (Campaign Monitor)
• Adding videos to your email can increase click rates by 300%. (Toolbox)

Email Usage Statistics

1. There are nearly 4.26 billion email users.

Email marketing shows no signs of slowing down. According to figures by Statista, there are 4.26 billion users. The number of worldwide email users is expected to hit the 4.6 billion mark by 2025.

(Statista)

2. Over 333 billion emails are sent and received each day.

As confirmed by Statista’s figures, the daily volume of emails sent and received grows steadily. In 2021, 319.6 billion emails were exchanged every day, while in 2022, this figure should have reached 333.2 billion. This number is poised to grow to 376.4 billion by 2025.

(Statista)

3. 93.6% of the internet users aged 25-44 in the US use email.

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 and 64 use email, closely followed by the 15-24 demographic (90%). 84.1% of internet users aged 65+ are also using email.

(Statista)

4. On average, Millennials spend 6.4 hours checking email every day.

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.

(MyEmma)

5. 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.

(Optinmonster)

6. 65% of email users check their email three times every day.

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.

(Sender.net)

7. 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.

(Optinmonster)

8. 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.

(Optinmonster)

9. 79% of B2C marketers use email marketing to distribute their content.

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 for B2C marketers, behind social media platforms (93%) and organizations’ websites and blogs (85%).

(Kinsta)

10. 87% of B2B marketers use email to distribute content.

Email marketing statistics and metrics prove that email is officially the second most used content distribution channel for B2B marketers. Social media is still ranked first for 89% of B2B marketers, while organizations’ websites and blogs hold the third spot (86%).

(Kinsta)

11. 81% of B2B companies use newsletters as part of their content marketing program.

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, 31% of them say email newsletters are critical to an effective lead nurturing strategy, as confirmed by the latest lead nurturing statistics.

(Content Marketing Institute)

Email Marketing Effectiveness Statistics

12. Email reaches about 85% of the people.

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 0.58%.

(Optinmonster)

13. 78% of marketers have seen an increase in email engagement over the last 12 months.

Email marketing facts highlight that it is more effective than ever. In a highly saturated digital market, digital 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.

(HubSpot)

14. 60% of consumers have made a purchase after receiving a marketing email.

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 something as a result of a marketing message that landed in their inbox.

(Optinmonster)

15. Email marketing has an ROI of 4,200%.

Email marketing ROI statistics confirm the effectiveness of email—it yields $42 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.

(HubSpot)

16. Email is 40x more effective for customer acquisition than social media.

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.

(McKinsey)

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

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.

(WordStream)

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

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.

(Liveclicker)

Email Marketing Benchmarks by Industry

19. Education (28.5%), Agriculture, forestry, fishing, hunting (27.3%), and Financial Services (27.1%) are the industries with the highest email open rates.

Email marketing statistics by industry show that Education, Agriculture, forestry, fishing, hunting, and Financial are the top three industries in terms of open rates. Other industries with high open rates include nonprofit (26.6%), Media, entertainment, and publishing (23.9%), and healthcare service (23.7%).

(Campaign Monitor)

20. At 17.1%, Retail has the lowest open rates.

The retail industry has an average email open rate of only 17.1% and rounds the top three industries with the lowest email open rates with Restaurant, Food and Beverage at 18.5%, and Wellness and Fitness at 19.2%.

(Campaign Monitor)

21. Education has the best click-through rate—4.4%.

The average email click-through rate across industries is 2.3%. At 4.4%, Education is the industry with the highest click-through rate. In contrast, Retail is the industry with the lowest click-through rate at only 0.7%.

(Campaign Monitor)

22. The average click-to-open rate across industries is 10.5%.

On average, 10.5% of the people that open an email find the content inside relevant enough to click on.

(Campaign Monitor)

23 The average bounce and unsubscribe rates are far below 1%.

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%.

(Campaign Monitor, Klipfolio)

Mobile Email Marketing Statistics

24. 61.9% of email opens are from mobile devices.

54.4% of all web traffic comes from mobile. As a result, the trend of checking emails on a mobile phone has increased, and now almost 62% of email opens happen on mobile.

(Emailmonday, Statista)

25. 40% of email users aged 18 or younger will always open an email on their mobile first.

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.

(Campaign Monitor)

26. Over 70% of mobile email users delete badly formatted emails within three seconds.

More than 70% of users that read emails on their mobile devices delete badly formatted messages in under three seconds. Email marketing stats further show that a little over 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 a nearly 85% drop in potential customers.

(Campaign Monitor)

27. Mobile users check their email 3x more.

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.

(Campaign Monitor)

28. At 29%, iPhone’s native email app is the most popular mobile client for reading emails.

Apple iPhone is the most popular mobile client for reading emails. Gmail comes second and accounts for 27% of email opens on mobile.

(Campaign Monitor)

The Impact of COVID-19 on Email Marketing

29. Email marketers are sending 27% more emails than they then did before COVID-19.

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.

(Business2Community)

30. Newsletter engagement has grown during the 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%).

(Business2Community)

31. Between February and March 2020, the email open rate jumped by 16%.

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 20% YoY increase in the open rates.

(Velocitize)

32. The average open rate for Nonprofit emails went up by nearly 30% YoY in March 2020.

Email marketing statistics regarding the industry impact after the coronavirus outbreak show that the Nonprofit industry saw an increase of close to 40% in emails sent in March 2020 compared to March 2019. The open rate also went up by 4.4%, reaching an average of 29.3% throughout that month.

(Forbes)

33. Email click rates decreased by 17.19% during COVID-19.

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.

(Omnisend)

34. In 2020, conversion rates increased by 17% over those 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.

(Omnisend)

Email Personalization Stats

35. Marketers are sending 30% more personalized campaigns than blast emails.

Marketers have recognized the benefits personalization brings to their efforts, and now they are sending 30% more individualized campaigns than blast emails.

(Contentstack)

36. 76% of marketers are sending customized messages or promotions by audience segment.

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 products 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.

(Marketing Charts)

37. 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 a 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)

38. Personalization drives a 22.63% higher open rate.

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 22.09%.

(Influencer Marketing Hub)

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

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.

(ActiveTrail)

40. 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’s email marketing stats, 55% of marketers think that the industry is not getting personalization right, while only 30% are satisfied with their efforts.

(Ignite Visibility)

41. Personalized campaigns are responsible for 75% of email revenue.

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.

(Moosend, Instapage)

42. Users are 26% more likely to open an email with a personalized subject line.

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.

(Campaign Monitor)

43. 51% of marketers say segmenting email lists is one of their most effective personalization tactics.

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.

(Ascend2, Forbes)

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

When it comes to email statistics, 2022 will mark an increased use of email segmentation. Using segmentation or targeting ensures notably better email open rates and significantly better click-through rates.

(Mailchimp)

45. Segmented campaigns drive as much as a 760% increase in revenue.

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.

(Campaign Monitor)

46. Segmented campaigns’ unsubscribe 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.

(Mailchimp)

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

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.

(Mailchimp)

Email Marketing Automation Statistics

48. 49% of marketers are using marketing automation platforms.

49% of companies are already implementing marketing automation technology, and 86% of them are looking for easy-to-use marketing automation software to help them plan workflows.

(Moosend)

49. Automated emails have a 70.5% higher open rate than generic emails.

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.

 (Campaign Monitor)

50. Automated email campaigns account for 21% of marketing revenue.

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.

(DMA)

Email Retargeting Statistics

51. 48.4% of marketers try to win the inactive subscribers back using re-engagement emails.

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.

(Influencer Marketing Hub)

52. Sending 3 abandoned cart emails results in 69% more orders compared to sending one email.

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.

(Omnisend, CodeinWP)

53. On average, an abandoned email brings in $5.64.

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.

(Creative Propulsion Labs)

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

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.

(Clerk.io)

55. 45% of cart abandonment emails are opened.

As per shopping cart abandonment statistics, 45% of cart abandonment emails are opened. What is more, 21% click inside the emails, and 50% of those who do, make a purchase.

(Moosend)

56. 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 nearly 70% more orders.

(Oberlo, Omnisend)

Email Marketing Best Practices

57. 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.

(Barilliance)

58. A/B testing email campaigns can increase orders 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, and send times. This will help you get better open and click-through rates which will, in turn, result in increased website traffic and sales.

(Klaviyo)

59. 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 do 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.

(Invesp)

60. 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)

61. 85% of consumers sign up for marketing emails hoping for a reward.

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.

(Disruptive Advertising)

62. 49% 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. 40% wouldn’t mind receiving such emails once a month, either.

(Statista)

63. Tuesday is the best day to send emails in terms of click-throughs (2.4%) and open rate (21.8%).

Even though Monday, the first day of the work week, has the best open rate of 22%, Tuesday comes close with an open rate of 21.8% and the best click-through rate of 2.4%. Saturdays and Sundays, on the other hand, have the lowest unsubscribe rates (0.1%). Tuesdays and Wednesdays see the best click-to-open rates (10.8%). Although these email marketing stats are a great starting point, you need to test and figure out what works best for your subscribers.

(Campaign Monitor)

64. 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.

(Databox)

65. 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.

(SendX)

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

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. 

(Toolbox)

67. 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 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.

(Business2Community)

FAQs

Sources

• Statista
• Sender.net
• Optinmonster
• Kinsta
• HubSpot
• Campaign Monitor
• Campaign Monitor
• Toolbox
• Statista
• Statista
• MyEmma
• Content Marketing Institute
• HubSpot
• McKinsey
• WordStream
• Campaign Monitor
• Klipfolio
• Emailmonday
• Statista
• Campaign Monitor
• Campaign Monitor
• Business2Community
• Velocitize
• Forbes
• Omnisend
• Contentstack
• Marketing Charts
• Campaign Monitor
• Influencer Marketing Hub
• ActiveTrail
• Ignite Visibility
• Moosend
• Instapage
• Campaign Monitor
• Ascend2
• Forbes
• Mailchimp
• DMA
• Omnisend
• CodeinWP
• Creative Propulsion Labs
• Clerk.io
• Moosend
• Oberlo
• Barilliance
• Klaviyo
• Invesp
• Disruptive Advertising
• Statista
• Databox
• SendX
• Business2Community
• The Guardian
• AES Technologies
• Campaign Monitor

By Ana Gajic