Email marketing isn't dead.
It's still one of the most powerful tools for growing your business. It’s a tried and tested digital marketing strategy that promises high ROI.
But with today's technology, there are other ways to reach your customers. So why should you still make email marketing a part of your strategy? Is it worth it?
The short answer is: yes.
Here, we'll talk about the impact of email marketing on business growth through facts and statistics. This curated list of email marketing statistics will help you understand the credibility of this strategy. Plus, it'll give you an idea of what works. So you can supercharge your own marketing plans.
General Email Marketing Statistics
1. There are 4.03 billion email users worldwide. This figure is set to grow to 4.4 billion users in 2023, half of the world's population. (Statista)
2. Roughly 306.4 billion emails were sent and received every day in 2020. This figure is projected to increase to over 361.6 billion daily mails four years from now. (Statista)
3. 91% of internet users in the U.S. send emails monthly, making it the most popular digital activity. (Statista)
4. 8% more emails are sent per day during the holiday season than the rest of the year. (Adobe)
5. 46% of all emails are opened on mobile. (HubSpot)
6. In the United States, more than 90% of people over the age of 15 use email. (OptinMonster)
7. 68% of teens and 73% of millennials said they prefer to receive communication from a business through email. (Inc.)
8. 99% of email users check their email daily. (OptinMonster)
9. Apple iPhone (28%) and Gmail (26%) are two of the most popular email clients in 2019. (Statista)
10. There are a total of 1.8 billion Gmail users in 2020. (Techjury)
11. In the United States alone, over 350 million dollars is spent on email advertising in 2019. (Statista)
12. Consumers are spending an average of 2.5 hours checking personal emails on a weekday. 3.1 hours are spent checking work email. (Adobe, 2018)
13. 72% of workers check their email outside of normal business hours. (Campaign Monitor)
14. Email (50%) is the most preferred channel by consumers. Followed by direct mail (20%) and social media (7%). (Adobe, 2018)
15. Some people check their emails as much as 20x a day. (OptinMonster)
16. 81% of small and medium businesses rely on email as their primary channel for customer acquisition. (Emarsys)
17. Email reaches about 85% of the people you send it to. (OptinMonster)
18. Tuesday is the best day of the week to send an email. And 10 a.m. is the best time. (Coschedule)
19. 19% of all email campaigns are opened in the first hour after sending it. (GetResponse)20. 16% of all emails never make it into the inbox. (HubSpot)
Email Marketing Statistics on Mobile
1. 75% of Gmail users use their mobile devices to access their accounts according to Google. (Backlinko)
2. 34.8% of emails are read on iPhone and only 8.2% on Android. (Adestra)
3. Nearly half (49.1%) of all emails are read on mobile devices worldwide. (emailmonday)
4. 39% of companies create a mobile responsive email template. (Impactbnd)
5. Using responsive email templates get 15% higher unique mobile clicks. (MailChimp)
6. Mobile clients account for 41.9% of email opens during the first quarter of 2019. (Litmus, 2019)
7. One out of every three clicks in an email occurs on a mobile device. (Campaign Monitor)
8. 38% of buyers said they bought a product they had first seen or read about in a marketing email on their mobile phone. (Campaign Monitor)
9. 59% of respondents check their personal email on mobile devices. (emailmonday)
10. From the same study, 60% of respondents check their work email on smartphones. 14% used a tablet. (emailmonday)
11. 35% of business professionals check email on a mobile device. (HubSpot)
12. 41% of marketers said that email is the most effective way to get an offer to a consumer on a mobile device while holiday shopping. (Adobe)
13. 68% to 79% of consumers said they are more likely to delete an email that isn't mobile optimized. (Adestra, 2016)
14. From the same study, 25% to 29% of younger mobile users unsubscribe to email listings if it isn't optimized for mobile.
15. 9% of email clicks come from tablets. (MailChimp)16. 52% of email campaigns are opened on mobile devices. 10% on desktop. (Adestra, 2019)
Email Open Rates Statistics
1. The overall average email open rate for all industries is 22.15% as of September 2020. (GetResponse)
2. Welcome emails have over 80% average open rate, making it an effective marketing tool. (GetResponse)
3. Government-related emails have the highest open rates with 28.77%. Emails related to hobbies have an open rate of 27.74%. (MailChimp)
4. Email engagement increases during holiday seasons. Open rates increase 6% and click-through rates bump up 4%. (Adobe)
5. 47% of email users open an email based on the subject line alone. (OptinMonster)
6. Email subject lines should be somewhere between 90-140 characters. They received the highest open rates. (GetResponse)
7. Using a specific personal name instead of a company name or general email address increases open rates by as much as 35%. (Pinpointe Marketing)
8. 56% of brands using emojis in their email subject line had a higher open rate. (Disruptive Advertising)
9. Companies see the highest open rates when sending two emails per month. (Backlinko)
10. 65% of small business average open rates are between 11% and 50%. (Business 2 Community)
11. Saturday (17.5%) is the worst day with the lowest email open rates. (Campaign Monitor)12. Emails with preheaders get much higher average open rates (27.82%). But only 11% of marketers add preheaders to their emails. (GetResponse)
So how do you improve your open rates? Here are a few tips:
Email Click-Through Rates Statistics
1. The average email click-through rate is 3.43%. The average click-to-open rate is 15.49%. (GetResponse)
2. Email marketers who send one newsletter a week get the highest click-through rates. (GetResponse)
3. 53% of email marketing professionals struggle with low click-through rates. (Super Office)
4. 73% of marketers said that click-through rate is the most important email marketing metric to measure the success of their email campaigns. (Ascend2)
5. Adding videos to your email content can boost click rates up to 300%. (Martech Advisor, 2017)
6. Email subject lines with the phrases like "newsletter", "pdf", and "ebook" have the highest click-through rate. (GetResponse)
7. Custom automation workflows have the highest click-through rate of any automation workflow at 17.27%. (Omnisend)
8. Campaigns sent at 8 am received a 7.79% click-through rate. (Omnisend)
9. Hobbies have the highest click rate at 5.01%. This is followed by Media and Publishing emails at 4.62%. (MailChimp)
10. Global Retail is a highly competitive industry which leads to low open and click-through rates. But 38% of U.S. consumers report taking action due to email. (Campaign Monitor)
11. Best days with high click-through rates: Sunday, Monday, Tuesday, Thursday, and Friday (2.6%) (Campaign Monitor)
12. Worst days with the lowest click-through rates: Wednesday and Saturday (2.5%) (Campaign Monitor)
13. Consumers who read emails on mobile and then read for a second time on a desktop have a 65% higher likelihood of clicking through. (OptinMonster)
14. Marketers who send personalized emails increase click-through rates by as much as 139%. (Super Office)
15. Newsletters with social sharing buttons have a 158% higher CTR than emails that don't include social sharing. (GetResponse, 2013)16. Readers are 6x more likely to click-through from an email than from Twitter. (Campaign Monitor)
Email Marketing Conversion Rates and ROI Statistics
Email marketing offers a lot of benefits. For one, it offers a higher return on investment compared to social media marketing. And there are statistics to back it up.
Below, we've curated some of the latest statistics to prove how profitable email marketing is.
Ready to dive back in?
1. 73% of companies rank email as an "excellent" marketing channel for ROI. (HubSpot)
2. 59% of marketers say email is their biggest source of ROI. (HubSpot)
3. For every dollar brands invest in email marketing, they received $42 in return. (Litmus, 2019)
4. Brands in the travel, tourism, and hospitality industry report the highest email marketing returns. (Litmus, 2019)
5. Email marketing has an ROI of 4300%. According to Monetate's Ecommerce Quarterly, they found that email drove more conversions than other marketing channels, including social media and search. (Campaign Monitor)
6. Email marketing has a 6.05% conversion rate while Social Media has a 1.9% conversion rate. (OptinMonster)
7. Shoppers spend 138% more when marketed through email as compared to people who do not receive email offers. (Disruptive Advertising)
8. 68% of millennials said promotional emails influence their purchase decisions. (Fluentco)
9. 60% of marketing respondents said combining digital and direct mail increased ROI. (Compu-Mail)
10. Welcome email series generated more revenue on average than that of a single or no welcome email. (Wordstream)
11. Brands that include an A/B test in their emails generate a 37% higher ROI, as compared to those who never A/B test their emails. (Litmus)
12. Brands that use live content in their emails often or always report an ROI of 50:1, compared to an ROI of 39:1 for those who never use live content. (Litmus)13. Segmented campaigns drive a 760% increase in revenue. (Campaign Monitor)
B2C and B2B Email Marketing Statistics
Want to compete in a saturated market? Then you'll love the facts and statistics in this section.
These statistics are focused on B2C and B2B industries. These figures will help you understand how other marketers are using email marketing for content distribution, boosting conversion rates, and more.
Best of all, these statistics will also show how consumers behave and respond to emails.
1. 81% of B2B marketers say they use email newsletters for content marketing. (Content Marketing Institute)
2. 85% of B2B organizations use email marketing software to assist with content marketing. (Content Marketing Institute)
3. 77% of marketers said they used personalization in email marketing. (Statista, 2018)
4. 79% of small businesses said email marketing is important to their business strategy. (Aweber)
5. 31% of respondents say they use email newsletters to nurture leads. (Content Marketing Institute)
6. 87% of B2B marketers use email as their free content distribution channel. (Content Marketing Institute)
7. 81% of SMBs rely on email as their primary customer acquisition channel. 80% rely on email for customer retention. (Emarsys, 2018)
8. The United States spent over 350 million dollars on email advertising in 2019. (Statista)
9. A/B testing improves conversion by 49%. (Campaign Monitor)
10. 66% of marketers said improved email marketing engagement is their top priority. (Ascend2, 2018)
11. Shopping cart abandonment emails sent within an hour boosts conversion by 6.33%. (SaleCycle)
12. Remarketing emails produces 39% open rates and 11% click-through rates. (SaleCycle)
13. 54% of SMBs send abandoned cart emails. (Backlinko)
14. 53.95% of emails sent are classified as spam messages in March 2020. (Statista)
15. 60% of consumers subscribe to a brand's email list to receive promotional messages. (OptinMonster)
16. Only 1 in 7 people believe that more than half of the emails they receive are relevant to them. (OptinMonster)17. 45% of people unsubscribe to email lists because brands reach out too often. (Adobe, 2018)
And that's a wrap!
We hope that these latest email marketing statistics will help supercharge your strategies.
Email marketing continues to be a powerful strategy. Not only for acquiring leads but also for converting subscribers to customers, nurturing relationships, and retaining customers.
It's one of the best investments that any brand can make. But most importantly, marketers and business owners should make their email campaigns engaging.
For one, use personalization and segmentation emails. It's also important to optimize emails for mobile. Best of all, send emails that are useful to customers.
P.S. Check out my comprehensive list of blogging statistics.