35 Email Marketing Statistics to Help You Plan Your Campaign

Even in 2022, when much has changed in the world of digital marketing, email marketing remains one of the most profitable and productive communication methods for organisations.

With the Data and Marketing Association (DMA) reporting that emails have a $32 average return on investment (ROI), email must be a cornerstone of your initiatives, whether for lead generation, customer success, or retention.

We’ve gathered 35 useful email marketing data from around the web in this post. No email campaign is perfect, but when you strategize using data, you can make steady progress.

35 Email Marketing Stats to Shape Your Strategy

1. In 2019, there were an estimated 3.9 billion email subscribers worldwide, with that figure expected to rise to 4.3 billion by 2023.
2. According to 2019 projections, over 290 billion emails are sent and received every day around the world.
3. Approximately 16 percent of all emails are lost in transit and never reach an inbox.
4. Hobby-related emails are the most frequently opened, with a 27.35 percent open rate.
5. In email marketing, the overall average open rate is 22.86 percent.
6. The average click-through rate (CTR) for email marketing is 3.71 percent.
7. According to the Mailchimp survey, the average unsubscribe rate was 0.26 percent.
8. Among all other channels, email, according to 59 percent of marketers, generates the highest ROI.
9. Email has a greater conversion rate than social media, direct traffic, and search.
10. Marketers have experienced a 78 percent rise in email interaction in the previous year.
11. Email is the primary channel for client acquisition and retention, according to 81 percent of organisations.
12. Mobile devices account for 46% of email opens.
13. On a mobile device, 35% of business professionals read and respond to emails.
14. 3 percent of consumers say they delete an email right away if it isn’t mobile-friendly.
15. Apple Mail is the most popular mobile client for reading emails, with 29 percent of all email mobile opens. With 27% of the vote, Gmail is a close second.
16. 93 percent of B2B marketers use email as a content distribution method.
17. As part of their content marketing strategies, 83 percent of B2B organisations send out email newsletters.
18. Newsletters, according to 40% of B2B marketers, are the most important aspects that will make or break their content marketing success.
19. Millennials prefer to communicate with businesses via email, with 73% preferring to do so.
20. Every day, 99 percent of consumers check their email.
21. Email marketing, according to 80 percent of company professionals, can help enhance customer retention.
22. For promotional offers, 60 percent of consumers prefer to sign up for a brand’s email list, compared to 20% who prefer to follow brands on social media.
23. 59 percent of customers believe marketing emails affect their purchasing decisions, and more than half say they buy after receiving a marketing email.
24. Using an emoji in the email subject line results in a greater open rate for 56 percent of brands.
25. Open rates increase by 26% when subject lines are personalised.
26. Only 47% of recipients open emails based only on subject lines.
27. Segmenting email campaigns has resulted in a 760 percent boost in income for marketers.
28. Marketers send out 3-5 emails every week on average, according to 35% of them.
29. SendinBlue (95.4 percent), Mailjet (94.6 percent), and ActiveCampaign are the top three email marketing systems in terms of deliverability (90.2 percent ). It will take you minutes to read this
30. Conversion rates can be improved by 49 percent by A/B testing different parts of your emails.
31. A typical marketing email is 434.48 words long and takes 3.3 minutes to read.
32. Tuesday emails have the greatest open rates, at 18.3 percent.
33. The greatest click-to-open rates (14.4%) are on Thursdays and Fridays.
34. Advanced segmentation (47 percent), content personalisation (37 percent), and behavioural targeting are the three main areas of attention for marketers (39 percent ).

General Email Marketing Stats

How effective is email as a marketing tool?

1. In 2019, there were an estimated 3.9 billion email subscribers worldwide, with that figure expected to rise to 4.3 billion by 2023. (Statista)
2. According to 2019 projections, over 290 billion emails are sent and received every day around the world. (Statista)
3. Approximately 16 percent of all emails are lost in transit and never reach an inbox. (Tester for Email Tool)
4. Hobby-related emails are the most frequently opened, with a 27.35 percent open rate. (Mailchimp)
5. In email marketing, the overall average open rate is 22.86 percent. (SaleCycle)
6. The average click-through rate (CTR) for email marketing is 3.71 percent. (SaleCycle)
7. According to the MailChimp survey, the average unsubscribe rate was 0.26 percent. (Mailchimp)
8. Among all other channels, email, according to 59 percent of marketers, generates the highest ROI. (Emma)
9. Email has a greater conversion rate than social media, direct traffic, and search. (Intelligent Insights)
10. Marketers have experienced a 78 percent rise in email interaction in the previous year. (Not Yet Another Marketing State)
11. Email is the primary channel for client acquisition and retention, according to 81 percent of organisations. (Emarsys)

Statistics on Mobile Email Marketing

We are now more connected than ever before thanks to smartphones. Here are some stats on how mobile has influenced how we interact with emails.

12. Mobile devices account for 46% of email opens. (Litmus)
13. On a mobile device, 35% of business professionals read and respond to emails. (Persuade and Convert)
14. 3 percent of consumers say they delete an email right away if it isn’t mobile-friendly. (Backlinko)
15. Apple Mail is the most popular mobile client for reading emails, with 29 percent of all email mobile opens. With 27% of the vote, Gmail is a close second. (Campaign Observer)

Statistics on B2B Email Marketing

Email is an important part of many B2B marketing initiatives because it is the preferred means of communication in professional settings.

16. 93 percent of B2B marketers use email as a content distribution method. The Content Marketing Institute (CMI) is a non-profit organisation that promotes content
17. As part of their content marketing strategies, 83 percent of B2B organisations send out email newsletters.
18. Newsletters, according to 40% of B2B marketers, are the most important aspects that will make or break their content marketing success. The Content Marketing Institute (CMI) is a non-profit organisation that promotes content
19. A specialised email marketing platform is used by 64% of B2B marketers. The Content Marketing Institute (CMI) is a non-profit organisation that promotes content

Statistics on B2C Email Marketing

With consumers preferring to get email notifications from firms they follow, you may want to focus more of your efforts on this channel.

20. Millennials prefer to communicate with businesses via email, with 73% preferring to do so. (Adestra)

21. Every day, 99 percent of consumers check their email. (Source: DMA Insights)

22. Email marketing, according to 80 percent of company professionals, can help enhance customer retention. (Emarsys)

23. For promotional offers, 60 percent of consumers prefer to sign up for a brand’s email list, compared to 20% who prefer to follow brands on social media. (OptinMonster)

24. 59 percent of customers believe marketing emails affect their purchasing decisions, and more than half say they buy after receiving a marketing email. (SaleCycle)

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Best Practices in Email Marketing

Spoiler alert: In 2022, personalisation will be critical to a company’s ability to communicate effectively.

25. Using an emoji in the email subject line results in a greater open rate for 56 percent of brands. (Forbes)
26. Open rates increase by 26% when subject lines are personalised. (Campaign Observer)
27. Only 47% of recipients open emails based only on subject lines. (OptinMonster)
28. Segmenting email campaigns has resulted in a 760 percent boost in income for marketers. (Campaign Observer)
29. Marketers send out 3-5 emails every week on average, according to 35% of them. (Not Yet Another Marketing State)
30. SendinBlue (95.4 percent), Mailjet (94.6 percent), and ActiveCampaign are the top three email marketing systems in terms of deliverability (90.2 percent ). (Tester for Email Tool)
31. Conversion rates can be improved by 49 percent by A/B testing different parts of your emails. (Campaign Observer)
32. A typical marketing email is 434.48 words long and takes 3.3 minutes to read. (AWeber)
33. Tuesday emails have the greatest open rates, at 18.3 percent. (Campaign Management)

34. The greatest click-to-open rates (14.4%) are on Thursdays and Fridays. (Campaign Observer)

35. Advanced segmentation (47 percent), content personalisation (37 percent), and behavioural targeting are the three main areas of attention for marketers (39 percent ). (2019 Email Marketing Census)

In Summary

Email Marketing – Overall, we can see that email deserves to be included in any marketing effort. There’s no better method to reach out to your customers and take control of your content than through social media.

Another important insight is the significance of optimising emails for small screens, as the great majority of consumers now check them on their mobile phones. Keep your messages short and sweet, make CTAs stand out, and design for readability when optimising for mobile.

Last, but certainly not least, keep in mind that your consumers are human beings with feelings. Email marketing your customers as if they were friends, don’t be afraid to include emojis, and segment your messages. In 2022, personalization will go a long way. When you’re stuck or unsure about anything, run an A/B test to evaluate what performs best.