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74 Email Marketing Statistics

Email is not going away any time soon. So don't believe the nay-sayers and keep going with your email strategy! Not convinced? Read all about how emails are shaping the future of marketing. Jump around and find the stats you're interested in or read them all!

Email is one channel that seems to stand the test of time. It’s proving a highly effective, personal, and profitable way of connecting with your customers. 

Heard all the nay-sayers claiming email is dead? Still not sold that a full-on email strategy is what you need in your digital marketing plan? Can’t justify spending on email when there’s SEO to be done?

Let the numbers do the talking, here’s a jaw-dropping list of statistics about email marketing. 

Email marketing Return On Investment (ROI)

How valuable is email marketing really? Don’t be fooled - email matters. These email statistics prove how it’s a powerful way to engage customers, nurture loyalty and build their customer lifecycle value.

Email Delivers Highest ROI

Source: Campaign Monitor

  • Email marketing has an ROI of 3800%. (DMA)

  • 81% of small and medium-sized businesses rely on email as their primary customer acquisition channel, and 80% rely on it for customer retention. (Emarsys, 2018).

  • Email marketing drives more conversions than any other marketing channel, including search and social. (Monetate)

  • The average order value of an email is at least 3X higher than that of social media. (McKinsey)

  • 60% of marketers use conversion rates to evaluate email’s effectiveness. (DMA)

  • US businesses are projected to spend 350+ million dollars on email advertising in 2019. (Statista, 2019)

 

Email user statistics

The way consumers use their email accounts is constantly evolving. Especially with the rise of social media. 

What time of day do people read emails? Are they at home, work or somewhere else? Do people still like receiving emails from brands? By understanding email behaviors, you can create a winning email marketing strategy. 

 

Take a look at these email usage statistics:

  • 99% of consumers check their email every single day. (DMA Insights)

  • Email users worldwide amounted to 3.8 billion users in 2018, set to grow to 4.4 billion users in 2022. That’s half of the world’s population! (Statista, 2019).

  • 73% of millennials prefer communications from brands to come via email. (Adestra)

  • 61% of consumers prefer to be contacted by brands through email. (Statista)

  • In one study, more than half of US respondents said they check their personal email account more than 10 times a day, and it is their preferred way to receive updates from brands. (Campaign Monitor).

  • Consumers spend on average 2.5 hours checking their personal inboxes on a typical weekday. On top of that, they spend an average of 3.1 hours checking work emails. (Adobe

  • Employees spend on average 13 working hours each week in their email inbox. (McKinsey & Company)

  • A massive 92% of online adults use email, with 61% using it on an average day. (Pew Research)

  • Over 293 billion emails will be sent and received per day in 2019. This number is expected to exceed 347 billion by the end of 2023. (Radicati, 2018)

  • US companies send more emails at 1.47 million emails per month,  than the global average of 1.38 million. (MarketingLand)

  • However, North America email open rates average at 19% compared to 26.84% in Europe. (GetResponse, 2019)

  • The best time to send emails? Every audience is different, but the data shows the two best time slots are around 10am and 1pm. (GetResponse, 2019)

  • The best day to send emails? Monday and Tuesday are the best days to send emails in terms of average opens and clicks. Combined, Saturday and Sunday account for 18% of all email campaigns sent, while Tuesday alone accounts for 17%. (GetResponse, 2019)

  • Almost 19% of all email campaigns are opened within the first hour after sending. With each hour that passes, the chance of getting more opens decreases. (GetResponse, 2019)

  • Email subscribers are 3X more likely to share your content on social media than leads who come from other sources. (QuickSprout)

  • 27% of users in the United States use ad blockers. (Reuters)

  • 68% of Americans say they decide whether to open an email based on the ‘From’ name. (Campaign Monitor)

 

Mobile email marketing statistics

Just like any other digital channel, being mobile ready is absolutely imperative for email marketing. If you don’t make emails easy to read on mobile, you’re missing out on a massive opportunity to engage and convert customers. 

Just take a look at the numbers:

  • 41.9% of emails are opened on mobile devices. (Litmus, 2019)

  • At least half of all emails were opened on mobile in 2018. (Campaign Monitor)

  • Email opens on mobile devices increased by 30% from 2010 to 2015. (Campaign Monitor)

  • 35% of professionals check their emails on a mobile device. (Convince & Convert, 2018)

  • 1 out of every 3 clicks within an email happens on a mobile device. (Campaign Monitor)

  • About 3 in 5 consumers check their emails on the go, with 75% saying they use their smartphones most often to check email. (Fluent, 2018)

  • 29% of all email opens happen on Apple iPhone compared to 27% for Gmail. (Campaign Monitor, 2018)

  • 75% of Gmail’s 900 million users access their accounts on mobile devices. (TechCrunch)

  • 23% of users who open an email on a mobile device open it again later. (Campaign Monitor)

  • Better still, mobile users who open an email AGAIN on a desktop are 65% more likely to click through. Think of the potential for conversions! (Campaign Monitor)

  • 40% of consumers aged 18 and under will ALWAYS open an email on their mobile first. (Campaign Monitor)

  • The same can’t be said of older generations -- for users aged 56 to 67, 55% say they never open emails on their mobile devices first. (Campaign Monitor)

Devices Used To Check Email

(Source: Email Monday)

  • 64% of email marketers tried using mobile-optimized designs to attract and engage new customers, compared to only 32% who tested send times. (Retail Touch Points)

 

Email personalization

The biggest reason for the highest conversion rate for email marketing? Marketers say it comes down to the ability to segment email lists and personalize your message. 

 

The numbers speak volumes:

  • Personalized email messages improve click-through rates (CTR) by an average of 14% and conversions by 10%. (Aberdeen)

  • 74% of marketers say targeted personalization increases customer engagement. (eConsultancy)

  • Yet only 39% of online retailers send personalized product recommendations via email. (Certona)

  • Emails with personalized subject lines are 26% more likely to be opened. (Campaign Monitor)

  • Personalized consumer emails deliver 6X higher transaction rates. (Experian)

  • 81% of online shoppers who receive targeted emails based on previous shopping behaviors are at least somewhat likely to make a purchase as a result. (eMarketer)

  • 53% of marketers say continuous personalized communication with existing customers results in moderate to significant impact on revenue. (DemandGen)

  • Segmented and targeted emails generate 58% of all revenue. (DMA)

  • 67% of email marketers plan to use data to better personalize email content to increase engagement, sales and customer retention. (Statista)

 

Email content statistics

Now you know the power of email marketing, what should you send to engage customers and drive conversions? Not all email content is created equal, as these statistics show. 

  • 47% of email recipients will open your email based solely on what you put in the subject line. (OptinMonster)

  • Scared of using emojis? You’re not alone! Only 3.9% of marketers use emojis in their email subject lines. (GetResponse, 2019)

  • BUT...the average open rates for emails that contained emoji in the subject line were 25.02%. That’s almost 3 percentage points higher than the average!  (GetResponse, 2019)

  • Emails with a preheader get much higher average open rates than those without -- 27.82% vs 21.46%. (GetResponse, 2019)

  • If you only send one thing, make it a welcome message. The average open rate is over 82% and the average CTR is around 27%. (GetResponse, 2019)

  • Image-based emails perform better than text in terms of both the average open (24.64% vs 16.28%) and CTR (3.74% vs 2.74%). (GetResponse, 2019)

  • BUT don’t crowd your email with images. Studies show that the CTR of an email decreases as the number of images increases. (HubSpot)

  • Basket abandonment emails have a 40.5% open rate. (eMarketer)

  • Around 64% of people prefer rich text emails. (HubSpot)

  • 65% of marketers said dynamic content in email is their most effective personalization tactic. (One Spot)

  • Email click rates increase by up to 300% if the email includes a video. (99firms)

 

B2C Email Marketing Statistics

From welcome emails to customer retention, B2C email marketing is a powerful tool to nurture lasting customer relationships and drive your bottom line. 

  • 80% of business professionals believe email marketing efforts increase customer retention. (Emarsys, 2018)

  • 59% of respondents say marketing emails influence their purchase decisions. (SaleCycle, 2018)

  • The most opened emails related to hobbies, with an open rate of 27.35%. (MailChimp, 2018)

  • More than 50% US consumers subscribe to emails from 6 or fewer brands. (Statista)

  • 85% of consumers sign up for marketing emails in the hope of a reward. (Biz Report)

  • Keep an eye on the number of emails sent to your consumers. Are you sending too many emails? 78% of consumers unsubscribe from emails because brands send too many. (Email Monks)


B2B email marketing statistics

Email marketing isn’t only for B2C -- take a look at these B2B email marketing stats to see how businesses are using it to engage B2B customers. 

 

Email Marketing Automation Statistics

How are marketers using email automation to drive ROI for their email marketing campaigns?

The bottom line is email marketing automation can help drive your ROI and save you valuable time and effort. 

 

  • Transactional emails boast 8X more opens and clicks AND can generate 6X more revenue than any other type of email. (Experian)

  • Over 75% of email revenue is generated by triggered campaigns, rather than bulk email campaigns. (DMA)

  • Email marketing technology is used by 8 out of 10 companies. (Ascend2)

  • 56% of companies use an email marketing provider and are 75% or more likely to be purchasers of marketing automation software within the next 12 months. (VentureBeat)

  • B2C marketers who use automation have seen conversion rates as high as 50%. (eMarketer)

  • Automated email campaigns comprise 21% of email marketing revenue. (DMA)

  • 50% of small and medium-sized businesses use email automation software to send email drip campaigns. (Statista)

 

Over to you

Email marketing matters. In fact, these statistics prove that email marketing is as relevant as ever. Just as with any digital channel, it’s all about knowing how to engage with your audience and take advantage of the best practices to drive engagement, conversions and ROI.

Are you ready to skyrocket your email marketing results? Get your free Digital Marketing Game Plan. This guide not only reveals proven strategies for email marketing - it provides the tips and tricks you need for Adwords, Content, SEO and Social Media too. Now that’s what we call a game-changer!

Download your eBook today. 

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