Email marketing statistics: 48 you can use


Are you neglecting the power of email marketing?  Email marketing is the use of email to promote your business in some way, and it’s a cornerstone of any strong digital marketing strategy. But don’t just take our word for it! Check out these 48 email marketing statistics to better understand the true value of email marketing. 

These email marketing statistics won’t just show the need for an effective strategy. They will reveal some tactics you might want to consider as well.

Billions of email are sent everyday

  • There are 3.9 billion daily email users. That is expected to climb to 4.3 billion by 2023. (Statista, 2020)
  • Active email accounts surpassed 5.6 billion in 2019. (Statista, 2019)
  • 99 percent of email users check their email every day, some as many as 20 times per day. (OptinMonster, 2020)
  • 61 percent of consumers prefer to be contacted by brands through email. (Statista, 2019)
  • 35 percent of marketers send their customers three to five emails per week. (Not Another State of Marketing, 2020)
  • The average email subscriber receives 13 commercial emails per day. (Marketing Charts, 2013)

Email statistics for return on investment

  • Globally, 30 percent of marketers cite email marketing as having the highest return on investment (ROI). (Statista, 2017)
  • The U.S. spent over $350 million on email advertising in 2019. (Statista, 2019)
  • For every $1 you spend on email marketing, you can expect an average return of $42. (DMA, 2019)
  • 18 percent of companies achieve ROI greater than $70 per $1 invested. (Barilliance, 2020)
  • Email is 40 times more effective at acquiring customers than Facebook and Twitter combined. (McKinsey & Company, 2014)
  • 4.24 percent of visitors from email marketing buy something, compared to 2.49 percent of visitors from search engines and 0.59 percent from social media. (The American Genius, 2012)
  • Marketers who use segmented campaigns note as much as a 760 percent increase in revenue. (Campaign Monitor, 2019)
  • Shoppers spend 138% more when marketed through email, as compared to those who do not receive email offers. (Disruptive Advertising, 2018)
  • 16 percent of all emails never make it into the inbox. (Email Tool Tester, 2019)

Mobile accounts for 50 percent of all emails

  • Mobile devices accounted for at least 50 percent of all read emails. (eMailmonday, 2020)
  • 40 percent of people 18 years old and younger will always open an email on their mobile device first. (Campaign Monitor, 2019)
  • 35 percent of business professionals check email on a mobile device. (Convince & Convert, 2018)
  • 81 percent prefer to open emails on their smartphones, while 21 percent open emails on their tablets. (Campaign Monitor, 2019)
  • Apple iPhone is the most popular mobile client for reading emails with 29 percent of all opens. Gmail is a close runner-up at 27 percent. (Campaign Monitor, 2018)
  • If an email is read on mobile and then read for a second time on desktop, that recipient has a 65 percent higher likelihood of clicking through. (Campaign Monitor, 2019)
  • About 42 percent of people will delete an email if it’s not optimized for mobile. (Brafton, 2013)

Automated email drives revenue

  • 320 percent more revenue is driven from automated emails than non-automated emails. (Campaign Monitor, 2019)
  • 49 percent of businesses use some form of email automation. (eMailmonday, 2019)
  • The average open rate for a welcome email is 82 percent. (GetResponse, 2017)
  • Sending three abandoned-cart emails results in 69 percent more orders than a single email. (Omnisend, 2018)

Email marketing statistics on email personalization

  • 74 percent of people hate being shown irrelevant content. (OptinMonster, 2020)
  • Personalized emails deliver 6 times higher transaction rates. (Instapage, 2019)
  • 77 percent of marketers say they use email to send personalized content to their subscribers. (Statista, 2018)
  • 66 percent of marketers personalize their emails based on age data. (Statista, 2017)
  • Emails with personalized subject lines generate a 26 percent boost in open rates. (Campaign Monitor, 2019)

Statistics on how email engagement

  • 90 percent of content marketers say email engagement is the top metric they track to measure content performance. (Content Marketing Institute, 2020)
  • 78 percent of marketers have seen an increase in email engagement over the last 12 months (Not Another State of Marketing, 2020)
  • 47 percent of email recipients will open your email based solely on the subject line. (OptinMonster, 2020)
  • Email subject lines with an emoji increase open rates by 56 percent as compared to text-only subject lines. (Campaign Monitor, 2019)
  • The most opened emails relate to hobbies, with an open rate of 27.35 percent. (MailChimp, 2018)
  • The industries with the highest open rates are nonprofit (20.39 percent), agriculture, fishing, forestry and hunting (20.13 percent), government (19.79 percent) and healthcare services (19.12 percent). (Campaign Monitor, 2020)
  • Adding videos to your email can increase click rates by 300 percent. (Martech Advisor, 2017)
  • Email subscribers are 3.9 times more likely to share your content on social media. (Quick Sprout, 2013)
  • The top 3 reasons why people choose to unsubscribe from an email list are too many emails (59 percent), information no longer relevant (43 percent) or don’t recognize the brand or remember signing up (43 percent). (OptinMonster, 2020)

B2B email marketing statistics

  • 77 percent of B2B companies use an email marketing newsletter as part of their content marketing strategy, and 79 percent of B2B marketers find email to be the most successful channel for content distribution. (OptinMonster, 2020)
  • 87 percent of B2B marketers say email is one of their top free organic distribution channels. (Content Marketing Institute, 2020)
  • 31 percent of B2B marketers say email newsletters are the best way to nurture leads. (Content Marketing Institute, 2020)
  • The second-most common technology B2B organizations use to assist with content marketing is mail marketing software. About 85 percent of marketers say they work with these tools. (Content Marketing Institute, 2020)

B2C email marketing statistics

  • 59 percent of consumers say marketing emails influence their purchase decisions. (SaleCycle, 2018)
  • 80 percent of business professionals believe that email marketing increases customer retention. (SaleCycle, 2018)
  • 81 percent of small and medium-sized businesses still rely on email as their primary customer acquisition channel, and 80 percent of small and medium-sized businesses rely on email for customer retention. (Emarsys, 2018)

Believe us now? We thought so.

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