Lead Generation

47 email marketing statistics relevant to 2022

Mara Calvello
Mara Calvello

Of all the trends that come and go, email marketing isn’t one of them.

Unlike those huge '90s jeans, (whew!)

As long as email exists, companies will always spend time, money, and energy on their email marketing campaigns. Of all the channels you can utilize to reach your customers, it’s crucial that you don’t ignore the power that a customer inbox can hold.

Whether you’re interested in click-through rates or how to keep customers from unsubscribing, these 47 email marketing statistics will help you create some solid guidelines for your strategy in 2022.

General email marketing statistics

These statistics are relevant for almost all email marketers. Understanding these statistics can help you better understand the industry, and more importantly, how to make your own email marketing even better.

  • Tuesday is the best day of the week to send an email with Thursday coming in second. (Coschedule)
  • In 2019, global email users consisted of 3.9 billion users. This is expected to grow to 4.3 billion users by 2023. (Statista, 2020)
  • Email is the third most influential source of information for B2B audiences, behind colleague recommendations and industry-specific thought leaders. (Imagine Pub)
  • From a study of 1,000 small business owners, email marketing was ranked as the second most effective medium for building brand awareness. (Campaign Monitor)
  • In addition to being the best day to send emails, Tuesdays also see the highest email unsubscribe rates. (Campaign Monitor)
  • 99% of email users check their email every day, some as much as 20 times a day. Of those people, 58% of consumers check their email first thing in the morning. (OptinMonster)
  • The best time of day to send an email is between 10:00 am and 11:00 am. (Sleeknote)
  • The average email open rate across all industries is 20.81%. (MailChimp)
  • Email lists with 1,000 - 2,499 subscribers have the highest CTR at 5.32%. (Get Response)
  • 60% of consumers have made a purchase after receiving a marketing message by email. (OptinMonster)
  • Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns. (Invesp)
  • 40% of consumers say they have at least 50 unread emails in their inbox. (Sinch)

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Email subject lines and personalization statistics

Before you click send, double-check that your email marketing campaign has an eye-catching subject line and copy that is personalized to the reader.

  • Personalization drives a 17.6% average email open rate. (Hubspot)
  • Email subject lines feature, on average, 43.85 characters. (AWeber)
  • Avoid words like “free,” “money,” and “reminder”, since they have a tendency to trigger content-based email spam filters. (Emarsys)
  • Personalized email messages improve click-through rates by 14% and conversions by 10%. (Campaign Monitor)
  • Personalized subject lines increase an email open rate by 26%. (Campaign Monitor)
  • 40% of cart abandonment emails are opened. (SaleCycle)
  • The top three reasons for using personalization in email marketing are improved open rate (82%), higher CTR (75%), and better customer satisfaction (58%). (SaleCycle)
  • By addressing the recipient by their name, you can increase open rates and CTR up to 35%. (SuperOffice)
  • Personalized emails have 29% higher unique open rates and 41% more unique click rates than non-personalized emails. (Active Trail)
  • An iPhone will cut off a subject line after 32 characters. (My Emma)
  • Using the word "donate" in your subject line can reduce the open rate by 50% or more. (Mail Chimp)
  • 69% of customers can report emails as spam based on the subject line only. (Snov.io)

Email marketing demographic statistics

Did you know that depending on the age and gender of the person reading your email, they’ll react differently?

Before sending out your email campaign, it may be in your best interest to keep the demographic of your audience top of mind.

  • Men and women are equally likely to convert from an email opened on a desktop. However, women are more likely to convert on a tablet and men are more likely to convert on using a smartphone. (Email Monday)
  • 73% of millennials identify email as their preferred means of business communication. (Procurious)
  • 40% of people 18 years old and under will always open an email on their mobile-first. (Campaign Monitor)
  • Catering your campaigns specifically to males or females will only prove worthy 15% of the time. (Business 2 Community)
  • 68% of millennials use and like seeing emojis, GIFs, and stickers in their emails; only 37% of respondents over 65 agreed. (Inc.com)
  • About 50% of Americans check their email while in bed and 42% check it in the bathroom. (Tech Crunch)

Mobile email marketing statistics

No matter if your email is reminding customers of a cart they abandoned, telling them about a sale your business is running, or sharing news about a new product, chances are good that readers will open that email on their smartphone. Make sure your email is mobile-friendly with these statistics. 

  • Of all emails opened on mobile devices, 66% are read for more than eight seconds. (Litmus
  • Mobile opens accounted for 46% of all email opens. (Litmus.com)
  • This year, the number of mobile users is expected to exceed 5 billion. Still, 1 in 5 email marketing campaigns isn’t optimized for mobile. (Snov.io)
  • The iPhone is the most popular mobile client for reading emails with 29% of all opens. Gmail is a close runner-up at 27%. (Campaign Monitor)
  • 88% of smartphone users check their email inbox on their phones. (Constant Contact)
  • 75% of Gmail users are using their mobile devices to access their email. (Backlinko)
  • One out of every 3 clicks in an email is registered on a mobile device. (Campaign Monitor)

Email segmentation statistics

  • Segmented email marketing campaigns get 14.31% more email opens and 100.95% more clicks compared to non-segmented campaigns. (MailChimp)
  • Segmented campaigns’ bounce rate is 4.65% lower than the one of non-segmented ones. (MailChimp)
  • Marketers who send segmented campaigns notice a 760% increase in revenue. (Business2Community)
  • When using proper targeting, marketers can drive 3x the revenue per email as compared to broadcasting. (Click Z)

"You’ve got mail!"

Or at least, your customers do. If you want your customers to take the time to read your emails, and not simply scroll all the way to the bottom to click unsubscribe, then incorporate these statistics into your email marketing strategy.

Don’t be afraid to use an emoji (when targeting millennials) and don’t forget to optimize for mobile-friendly screen sizes. Your customers will notice!

And, of course, be sure to check out our comprehensive guide to email marketing for inspiration and guidance on your own email marketing journey.


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