6. 61% of consumers prefer to be contacted by brands through email. (Statista)
49. Emails that include some sort of graphics have a higher open rate (27%) and CTR (4.5%) than that of text-based emails (20% and 3%). (GetResponse)
46. 81% of marketers use video as a marketing tool. (WyzOwl)
3. 35% of business professionals check email on a mobile device. (Convince & Convert)
31. 21% of sent emails are opened within the first hour of delivery. (GetResponse) Below, we’ve gathered some of the most up-to-date and relevant email marketing statistics. We prioritized trustworthy sources and hard data so that you can get an accurate picture of email’s impact, and why you should make it a major part of your own strategy.
General Email Marketing Statistics
1. An estimated 4.03 billion people around the world use email as of 2021. (Statista)
23. Single opt in (SOI) programs show an 80% higher return than DOI programs. (Litmus)
7. 70% of professionals use email to share content related to their company or industry. (DemandGenReport) 28. The majority of brands spend multiple weeks on a single marketing email. (Litmus)
“Because email marketing is one of the lowest cost, highest ROI digital channels, you’re likely leaning heavily on your email program to keep lines of communication open with your existing customers.”
11. Gmail boasts more than 1.5 billion users. (Litmus)
40. 47% of people open the emails based on the subject line and 69% of customers can report emails as spam based on the subject line only. (OptIn Monster)
15. 50% of marketers claim that there is no perfect time for sending email campaigns as every person and business is unique. (Databox)
20. 30 percent of professionals surveyed said the biggest benefit of marketing automation was the time it saved them. (Amazon AWS)
32. Email marketing ROI is 4200% or for every spent. (Campaign Monitor)
10. The two most popular email clients are Apple iPhone and Gmail (34% and 26% of opens respectively).(EmailClientMarketShare)
Email Frequency and Timing
5. Large parts of the business world are stil managed 100% through (or partly through) emails. (Statista)
47. 54% of email subscribers prefer emails with videos. (Hubspot)
– Kellie Collins, Sr. Strategist, CRM & Email at Tinuiti (Source)
All marketers and business owners need to have at least a basic knowledge of the principles of email marketing due to its importance and relevance to the digital marketing landscape.
Email Marketing has been and still is, one of the best tools available for marketers. We use it to boost our sales, brand awareness, and connection with customers.
Email automation
36. 88% of users agree they are more likely to respond to an email favorably if it looks like it’s been specifically created for them. (Dynamic Yield)
12. 11AM is the best time for sending emails, 12AM shows the highest CTR. (GetResponse)
48. People mostly watch videos on a desktop (84%) while only 14% watch it on mobile devices. (Hubspot)
16. Optimal send times depend on industry and demographic factors. (Mailchimp)
Email marketing
41. Only 6.9% out of 1000 subject lines analyzed included emojis. (AWeber)
26. Fashion enjoys the biggest sales uplift from cart abandonment emails, at 6.38. The average uplift across all retail types in 4.43%. (SaleCycle)
29. When asked why users unsubscribed from an email list, 59% mentioned too many emails, 43% answered emails were no longer relevant, and 43% don’t recognize the brand or don’t remember signing up. (DMA Insight)
18. The average unsubscribe and spam rates of triggered emails are 0.58% and 0.06% respectively. (GetResponse)
25. Cart abandonment email open rates are incredibly high. Since 2016, open rates have hovered around 43.3%, with a slight drop off in 2021. (Barilliance)
9. Nearly 42% of all email opens happen on mobile apps. (Litmus)
27. The majority of email marketing teams handle at least five emails at any given time. (Litmus)
45. Emails that end with “Thanks in advance” or similar variations received higher responses than other sign-offs. (Boomerang)
38. According to the respondents, the most frustrating things about personalization are: recommending items that don’t match their interests (34%), expired offers (24%), name misspelling (15%), inappropriate season or location offer (14%), already purchased promotions (13%). (Adobe)
39. 10% of respondents are annoyed by too little or no personalization. (Adobe)
14. 35% of marketers send about 3-5 emails per week to their customers. (Not Another State of Marketing)
Segmentation and personalization
35. Marketers who send segmented campaigns notice a 760% increase in revenue. (Business 2 Community)
42. The average number of email characters in a subject line is 43.85. (AWeber)
24. 8.24% of cart recovery emails lead to conversions. Average email conversion rate is just over 1%. (Barilliance)
2. Email has a 90.3% penetration rate among US internet users. (Statista)
43. 17% of adults are using a formal style for email communication, 33% prefer informal style, 49% say it depends. (Huffington Post)
22. In 2019, the average ROI was for every dollar spent on email marketing. (Litmus)
4. 99% of email users check their email every day, some as much as 20 times a day. (OptInMonster)
Subject line and email content
17. An average of 51% of companies are currently using automation. (EmailMonday)
50. Two-thirds of surveyed people claim that they prefer emails consisting mostly of images. (Hubspot)
37. By addressing the recipient by their name, you can increase open rates and CTR up to 35%. (SuperOffice)
21. The average conversion rate of emails in 2021 is 1.22%. That’s just over one sale out of 100 emails. (Barilliance)
19. Mapping the customer experience (53%) and use of personalized messages (51%) are the best tactics for automation. (Ascend)
34. Segmented email campaigns earned a 94% open rate and a 38% CTR, versus 42% open rate and 4.5% CTR in non-segmented email campaigns. (SuperOffice)
Visual email content
44. 52% of managers add signatures into their emails. (Marketing Land)
13. The worst open and click-through rates are on weekends. (OptInMonster)
8. We send 102.6 trillion emails every year. And the numbers keep going up, with 126.7 trillion expected to be sent by 2022. (Statista)
33. The top 3 email marketing tactics are: list segmentation (51%), personalization (50%), and triggered emails (45%). (Ascend)
30. The average click-through rate was 3.43%. (GetResponse)
