Email Marketing Statistics

Email Marketing Statistics and Facts


Email Marketing Statistics: The use of posts on social media webinars, and multimedia campaigns by marketers to reach their target demographic is relatively new. However, businesses shouldn’t let their use of contemporary communication methods distract them from focusing on email marketing, one of the oldest yet most effective techniques of communicating. This section includes thorough information as well as data and facts, including revenue facts and figures, business segment shares, and other major financial details of top email marketing businesses worldwide, including services and product offers, recent advancements, etc.

The act of promoting products and services via email is known as email marketing. However, it goes further than that. Building relationships with existing customers and/or reaching out to potential customers can both be accomplished through email marketing. Businesses can educate their customers through email marketing and then customize their marketing communications appropriately. Considered to be among the most economical and effective digital marketing strategies available today. Email marketing works well, is appealing, and has a great impact on internet businesses.

Stats for Email Marketing

  • Email is used by 93.6% of US internet users aged 25 to 44.
  • Three times a day is when 65% of email users view their inbox.
  • Users check their emails 44% of the time in search of brand deals.
  • Email marketing is used by 87% of B2B marketers to disseminate their material.
  • ROI for email marketing is 4,200%.
  • Revenue increases by as much as 760% as a result of segmented promotions.
  • Automated emails have an open rate that is 70.5% greater than generic emails.
  • Click Through Rates (CTR) on emails with videos increased by 300%.

E-mail Marketing Revenue Worldwide 2020-2027 (in billion U.S. dollars)

The global e-mail marketing industry was estimated to be worth US$7.5 billion in 2020, and that amount is expected to increase to 17.9 billion by 2027, at a CAGR of 13.3% over the same course.

Number of E-mail Users Worldwide 2017-2025 (in millions)

Despite the popularity and prominence of mobile chats and message apps, e-mail remains a crucial aspect of daily online life. Four billion people used email globally in 2020, and that number is expected to increase to 4.6 billion by 2025.

  • Around 306 billion emails are being sent and received each day.
  • 64% of small businesses use email marketing to contact customers.
  • While 37% of brands increase their email spending, only 1.3% do the opposite.
  • Subscriber segmentation (78%), message personalization (72%), and automated email campaigns (71%) are the best methods to run email marketing campaigns.
  • 26% of marketers send emails more than once each month, while 33% send emails once per week.

Global Email Recipients

Globally, 306 billion emails were sent and received per day in 2020. By 2025, this figure is anticipated to index over 376 billion daily emails. Recent market data demonstrates that the move towards mobile digital solutions also applies to email: in December 2018, 43% of email openings occurred via a mobile device. Webmail accounted for 39% of open rates, while desktop email clients’ open share fell to 18%. Given the prevalence of mobile, it is not surprising that the iPhone email app, which accounted for 29% of email opens, was the most widely used email client application. Gmail came in 2nd place with a 27% open rate. Google owns the free email service Gmail, and as of October 2018, there were 1.5 billion active Gmail users globally.

Malicious Mail

Many internet users are prepared for the impending deluge of spam and marketing emails when using their respective email addresses to sign up on websites or newsletters, for example. Consumers are right to be suspicious of malicious e-mails that may be exploitive yet employed to undermine their digital accounts and/or gadgets, even if a majority of unwanted emails are unpleasant but ultimately harmless. Consumers are generally quite aware of the risks associated with opening emails from unknown senders, and according to a global survey conducted in February 2019, 45% of internet users said they avoided doing so.

Statistics on the Efficiency of Email Marketing

  • Nearly 85% of people are reached by email

These numbers demonstrate that email is still the most effective way to reach a wider audience. Additionally, email has a CTR of 3.71% and an average open rate of about 23%. If you believe social media produces greater results, you must be mistaken. Recent statistics show that only 0.58% of users are actively engaged on Facebook, Instagram, and Twitter.

  • Over the past year, email interaction has increased, according to 78% of marketers

Facts about email marketing show that it is becoming more successful than ever. Digital marketers struggle to stand out from the crowd and capture their audience’s attention in a highly crowded digital market. Nearly 80% of marketers reported seeing an increase in email engagement over the past year, thus it would appear that email is the best method.

  • 60% of customers have bought anything as a result of getting marketing emails

Customers not only enjoy receiving promotional emails, but they also act upon them. 60% of these individuals have made a direct purchase as a result of receiving marketing emails. Only 12.5% of social media users think about making a purchase as a result of receiving an email marketing message.

  • ROI for email marketing is 4,200%.

Email marketing ROI averages US$42 for every US$1 invested, thus proving its efficacy; making it the most economical digital marketing channel. According to PPC statistics, paid advertising has an average ROI of US$2 for every US$1 invested.

  • Social media is 40x less effective than email in attracting new customers.

This statistic might surprise you given the growing popularity of social media. Email is 40x significantly more efficient at obtaining clients than social media sites like Facebook and Twitter, despite the fact that these platforms are frequently used for business purposes as well.

  • For B2B audiences, email is the third most effective information source.

According to B2B email marketing statistics, emailing consumers is a safe technique to influence them. Email is the only personal route that has a greater impact than referrals from coworkers or industry leaders.

  • 80% of business experts think email marketing improves client retention.

It is insufficient to only gain clients. The ultimate objective of every marketer should be to increase the lifetime value of devoted clients who will continue to buy from them. An email has been shown to be a successful medium to keep clients interested enough to return repeatedly, for a bulk of B2C marketers.

Number of E-mails Per Day Worldwide 2017-2025(in billions)

Since 2017, there has been an annual increase in the number of emails sent and received worldwide as a result of greater internet accessibility. An estimated 319.6 billion emails per day were sent and received globally in 2021. By 2025, it is anticipated that this number would crest at 376.4 billion daily emails.

  • Email advertising

E-mail has been able to remain at the center of digital communication and has continued to expand in use despite the surging acceptance of messengers, chat apps, and social media. Global e-mail usage is projected to index 4.6 billion users by 2025, an increase of about 600,000 users from 4 billion individuals in 2020. Additionally, the use of email has experienced higher click-through rates than social media, with respect to internet ads. These were 5.5 and 4.3% in Belgium and Germany, respectively, as opposed to the percentage of average global CTR for social media during that time.

  • Gmail

Google’s Gmail, was introduced in April 2004 and has since become one of the most widely used free mail services worldwide. In a 2019 survey, its global ubiquity was only surpassed by Apple’s native iPhone Mail app, which accounted for 26% of all email opens globally. In a survey of millennials in the UK, Gmail was ranked among the top 5 most crucial mobile apps, while in a comparable study in Sweden, Gmail tied with WhatsApp for the top ranking among all mobile apps.

Mobile Marketing Statistics

  • The majority of email views (41%) come from mobile devices, followed by those from desktops (39%)
  • Excluding tablets, mobile devices account for around 55% of all website traffic worldwide
  • For 46% of smartphone users, email is their favorite way of business/formal communication
  • The most popular email service is Gmail, which is followed by native Apple iPhone email
  • Only about one in five email campaigns are responsive on mobile
  • You may increase the number of unique mobile clicks by 15% by implementing a mobile-responsive email design
  • 56% of marketers employ mobile-friendly emails as a component of their email marketing strategy

COVID-19’s Impact on Email Marketing

  • Compared to before COVID-19, marketing experts are delivering 27% more emails

The coronavirus outbreak caused many brands to switch to digital channels of communication, particularly email. Marketers claimed to have sent 27% more emails than they had prior to the onset of the coronavirus pandemic.
During the pandemic, newsletter engagement levels increased
Recent opt-in email marketing data shows that during the pandemic, individuals opened more newsletters. These newsletters that had the highest engagement rates covered topics such as finance (43%), hard news (38%), and shopping (83%).

  • The email open rate increased by 16% in the period between February and March 2020

There was a 16% spike in email opens during the initial stages of the COVID-19 pandemic, indicating that consumers were curious to hear what companies had to say and learn about their plans for the future and crisis management strategies. Open rates kept increasing as the pandemic situation exacerbated. Open rates increased by 20% YoY between March and April.

  • In March 2020, the average open rate for nonprofit emails increased by over 30% year-over-year

According to email marketing statistics on the industry’s response during the coronavirus outbreak, the amount of emails sent in the nonprofit sector in March 2020 compared to March 2019 increased by about 40%. Additionally, open rates increased by 4.4%, surging to an average of 29.3% throughout the course of that month.

  • During COVID-19, email click rates dropped by 17.19%

At the start of the pandemic, click rates decreased by 17.19% even while open rates increased. The same pattern persisted as the pandemic continued, and by the end of March, there were certain days with click rates that were up to 40% lower than they had been over the same time period in 2019.

  • Conversion rates increased by 17% from 2019 to 2020

Beginning in January 2020, the average email marketing conversion rate increased and reached its highest point in March, by 22.66% year over year between March and April to be specific.

Benchmarks for Email Marketing by Sector

  • The industries with the greatest email open rates are education (28.5%), agriculture, forestry, fishing, and hunting (27.3%), and financial services (27.1%).

According to email marketing statistics broken down by industry, the top sectors for open rates are education, agriculture, forestry, fishing, and hunting, followed by finance. Nonprofits (26.6%), Media, Entertainment, Publishing (23.9%), and Healthcare Services (23.7%) are other sectors with high open rates.

  • Retail has the lowest open rates at 17.1%.

The average email open rate for the retail sector is just 17.1%, making it the third-lowest industry overall behind the food & beverage, restaurant, as well as wellness, and fitness sectors (18.5%, 19.2%, and 17.1%, respectively).

  • The best click-through rate (4.4%) is in education.

The average industry-wide email click-through rate is 2.3%. Education has the highest click-through rate of any sector, at 4.4%. The sector with the lowest click-through rate, at just 0.7%, was retail.

  • 10.5% is the average click-to-open rate across all industries.

An email’s content is generally relevant enough for 10.5% of readers to click on it.

  • The average bounce rate is well below 1%, as are unsubscribe rates.

It appears that marketers are getting better at maintaining the integrity of their email lists. Industry-wide, the average bounce rate is 0.7%, while the unsubscribe rate is only 0.1%.

Statistics for Email Marketing Automation

  • Platforms for marketing automation are used by 49% of marketers.

86% of businesses seek simple-to-use marketing automation software to aid in workflow planning, and 49% of them have already adopted marketing automation technology.

  • The open rate of automated emails is 70.5% greater than that of generic emails.

Subscribers are 133% more likely to receive pertinent messages from automated emails. Automated emails had better open rates and CTRs than generic emails by a factor of 70.5% and 152%, respectively, which absolutely affects the performance of an entire campaign.

  • 21% of marketing earnings come from automated email marketing programs.

As was evident from earlier email marketing statistics, automated campaigns account for 21% of email income while triggered campaigns generate 75% of it. The likelihood that an automated email will meet a customer’s needs increases open and click-through rates, which in turn increases revenue.

Statistics on Email Automation

For B2C and B2B entrepreneurs and marketers, software for marketing automation has shown to be game-changing.

  • 51% of companies on average automate some aspect of their marketing procedures
  • Transactional emails sometimes referred to as trigger-based emails, are 3x more beneficial than batch and nurturing emails
  • Compared to standard email newsletters, triggered emails have a 152% better click-through-rate and a 70.5% higher open rate
  • Email automation has three main advantages for businesses: time-saving (30%), lead generation (22%), and revenue growth (17%)

Mobile and Desktop Optimization

Many marketers still downplay the importance of mobile SEO. These email marketing statistics highlight how critical mobile optimization is to the success of your email marketing campaigns.

  • 81% of people check their email on a smartphone, 74% on a computer or laptop, 21% on a tablet, and 2% on a smartwatch
  • 88% of smartphone users utilize their devices to check their inbox
  • One in five email messages was not mobile-friendly
  • If an email is not mobile-friendly, 42.3% of recipients discard it, while 32.2% read it later on a desktop
  • If the message doesn’t display properly, it will probably be erased 70% of the time, within 3 seconds
  • Emails and websites from 52% of B2C companies are not mobile-friendly
  • A mobile site with bad design will not be recommended, according to 57% of consumers
  • While only 18% of emails were opened on a PC in June 2018, 46% of emails were done so on a mobile device
  • 88% of smartphone owners frequently check their email on the go
  • One-third of professionals check their emails on their mobile devices
  • Apple iPhone and Gmail are the two most used email clients (34% and 26% of opens, respectively)
  • 75% of Gmail users access their email on a mobile device
  • An offer made on a mobile device is ten times more likely to be utilized than one made in print

Campaigns using visual content in emails

Users don’t have to send text-only emails. Make the campaign more exciting by adding more visual material. Don’t be scared to deviate from the norm; besides, 45% of receivers state that they “enjoy brands that don’t take oneself too seriously.” Consider including pictures, videos, and emoticons in any subsequent email campaigns after looking at these email marketing statistics.


Emoji usage in emails is one of the issues that separate email marketers the most. Emojis are supposed to improve communication, while some claim that contradictory claims are confirmed by email statistics. However, it’s not actually that simple.

  • Only 37% of participants over the age of 65 believed that older responders should include emojis, GIFs, and stickers in their communications, compared to 68% of millennials
  • Emojis in the subject line of emails have a 56% greater open rate
  • Emojis get a better response from women than from men
  • 76% of respondents surveyed have emoticons in their professional emails at least once
  • Emojis used correctly can lower the complaint rate in holiday ads to 0%


What happens when an email contains a video? These statistics on email marketing will make it very obvious why including videos in forthcoming email marketing campaigns is advantageous.

  • A video in an introductory email increases CTR by 96%
  • Video is a marketing medium used by 81% of marketers
  • According to 78% of marketers who use video, ROI increases
  • A video attachment in an email can raise CTR by 200–300%
  • When the word “video” is used, open rates go up by 19%, CTR goes up by 65%, and unsubscribes go down by 26%
  • Emails featuring videos are preferred by 54% of subscribers
  • Only 14% of people use mobile devices to watch videos, whereas 84% do it on a desktop
  • 90% of users claim that watching videos influences their decision to make a purchase


Content in emails is crucial. However, sometimes the email’s design matters a lot more. Images will still be crucial for email marketing in 2022, according to statistics on email marketing provided below:-

  • According to a survey, two-thirds of respondents prefer emails with plenty of photos/images
  • Emails with visuals had a higher open rate (27%) and CTR (4.5%) than emails that only contain text (20% and 3%, respectively)
  • If the message doesn’t open within 5 seconds, 74% of users delete it
  • Without turning on the graphics, 43% of recipients simply read the emails
  • According to research, a 4:1 text-to-image ratio is ideal for emails

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