Of all the trends that come and go, email marketing isn’t one of them.
As new marketing channels like social media, influencer marketing, and chatbots have risen in popularity over the years, email marketing has remained one of the most popular and effective marketing strategies available.
That’s why we put together this list of 40+ email marketing statistics. Whether you want to see the numbers on email marketing’s effectiveness, get the scoop on how to increase your email click-through rate, or explore benchmarks for your industry, we’ve got what you need!
Just keep reading for the latest email marketing stats.
What is email marketing?
Email marketing is promoting your brand, products, or services to potential and current customers via email. Email marketing can include sending regular email newsletters, one-off email campaigns, and automated emails that are, for example, triggered by audience actions on your website or sent on a specific schedule.
What are the benefits of email marketing?
Email marketing enables you to regularly interact with leads and customers so that you can nurture your relationships with them over time. You can send emails to large groups of people all at once while maintaining a more personal, one-on-one feel. You can also personalize emails to individuals or groups of recipients and use automation to increase efficiency.
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.
Email usage statistics
In 2022, global email users consisted of 4.26 billion users. This is expected to grow to 4.73 billion users by 2026. (Statista)
The number of emails sent is expected to reach 4.37 billion in 2023. (Oberlo)
99% of users check their email every day. Of those email users, 58% of consumers check their email first thing in the morning. (OptinMonster)
40% of users have at least 50 unread emails in their inbox. (Sinch)
33% of marketers send emails once per week, and 26% send emails several times per month. (HubSpot)
For 81% of SMBs, email is their primary customer acquisition channel. For customer retention, that number is 80%. (Oberlo)
Email is the third most influential information source for B2B audiences, behind colleague recommendations and industry-specific thought leaders. (Imagine Pub)
In a study of 1,000 small business owners, email marketing was ranked as the second most effective channel for building brand awareness. (Campaign Monitor)
60% of consumers have completed a purchase after receiving a marketing message by email. (Constant Contact)
31% of B2B marketers say that email newsletters are the best method for lead nurturing. (Content Marketing Institute)
Email marketing benchmarks
The average email open rate across all industries is 26.80%. (GetResponse)
The average email click-through rate across all industries is 1.89%. (GetResponse)
The average email unsubscribe rate across all industries is 0.1%. (GetResponse)
The average email bounce rate across all industries is 2.57%. (GetResponse)
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From when to send emails to writing the perfect subject line to using personalization, check out these email marketing stats for insights into how to improve your email campaigns’ effectiveness.
General email marketing strategy statistics
Thursday is the best day of the week to send an email with Tuesday coming in second. (Coschedule)
The best time of day to send an email is 10 a.m., followed by 9 a.m., 8 a.m., 1 p.m., and 3 p.m. (CoSchedule)
Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns. (Invesp)
45% of users say they open emails based on who they’re from, and 33% open them based on the subject line. (Super Office)
Email subject lines feature, on average, 43.85 characters. (AWeber)
An iPhone will cut off a subject line after 32 characters. (My Emma)
69% of users report email as spam based on the subject line only. (Invesp)
Email segmentation and personalization statistics
Personalization in email messages improves open rates by 29% and click-through rates by 41%. (Kalungi)
Personalized subject lines increase email open rates by 26%. (Campaign Monitor)
The top three reasons email marketers use personalization 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%. (LXA)
Personalized emails have 29% higher unique open rates and 41% more unique click rates than non-personalized emails. (Active Trail)
Nearly 30% of marketers use audience segmentation to increase engagement. (HubSpot)
Segmented email marketing campaigns get 50% higher CTRs than unsegmented campaigns. (Snov.io)
Marketers who send segmented campaigns notice a 760% increase in revenue. (Business2Community)
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, keep the demographic of your audience top of mind.
73% of millennials identify email as their preferred means of business communication. (WordStream)
40% of people 18 years old and under will always open an email on their mobile device first. (Campaign Monitor)
Women pay more attention to marketing-oriented emails as compared to men. (Disruptive Advertising)
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.
Mobile opens account for 81% of all email opens. (SuperOffice)
Nearly one in five email marketing campaigns is not optimized for mobile. (SuperOffice)
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)
For 85% of users, smartphones are their main device for checking email. (99 Firms)
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)
“You’ve got mail!”
Or at least, your customers do. If you want to get more from your email marketing, incorporate the lessons from 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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