Email marketing statistics constantly show that emails are one of the best ways to reach your audience. Here are some of the most valuable email marketing stats to check out in 2022
Looking at email marketing statistics gives us a clear view of just how valuable the world of email can really be. Though email might not be the newest marketing tool available in a world of social media, influencers, and extended reality, it continues to be a fantastic choice for businesses.
With email marketing, companies can capture the attention of their target audience, nurture leads into dedicated customers, and boost average order value. Plus, email is a relatively low-cost way to connect with consumers from a range of backgrounds.
Today’s email marketing statistics will give a clear view of just how impressive email really is, and why you should be adding it to your advertising plan.
General Email Marketing Statistics
Email marketing is currently one of the most popular tools for advertising in the world. Email is used by 50% of all media planners, according to HubSpot, and it is expected to continue growing in value for the next couple of years.
Email marketing revenue will reach $17.9 billion by 2027
According to a Statista review, examining the revenue growth of email marketing between the years of 2020 and 2027, email is on a steady growth trajectory. In 2022, the revenue for email marketing was expected to be around $9.62 billion. By 2027, this revenue will almost double, to approximately $17.9 billion worldwide.
77% of marketers saw an increase in email engagement in 2021
A report from HubSpot, and a range of other brands looked at data from 1,600 marketers in 2021. According to the report, 77% of companies saw an increase in their email marketing engagement in 2021. This indicates email continues to be extremely valuable in 2022.
The marketing automation market will reach $9.5 billion by 2027
Marketing automation tools, including a host of email marketing software solutions, like MailChimp, MailerLite, and Omnisend, are growing in value. In 2022, the market was valued at $5.2 billion. However, according to GlobeNewswire, this value will accelerate to $9.5 billion by 2027, with a CAGR (Compound annual growth rate) of 12.8%.
There will be 4.6 billion email users by 2025
The prevalence of email users is one of the reasons why email marketing is so popular. An email marketing campaign can help you to reach billions of customers wherever they are. In 2020, around 333 billion emails were received and sent every day around the world. This number is expected to increase to 376 billion in 2025. The number of email users is growing too, expected to reach over from 4.26 billion in 2022 to 4.6 billion in 2025.
64% of small businesses already use email marketing
A survey conducted by CampaignMonitor into 1,000 businesses found that 64% of small businesses are already using email to reach their target audience. However, email marketing is generally ranked second as the most important marketing tool for 2022, following social media. It is still considered more important than countless other strategies, like content marketing, and video marketing.
Email marketing has a return on investment (ROI) of $36 for every $1 spent
The return on investment (ROI) for email marketing is one of the highest of any advertising campaign. According to the DMA, for every $1 spent on an email marketing strategy, companies can expect a return of approximately $42. While this metric is slightly different among other reports, the ROI for email remains extremely high.
Email marketing strategy Statistics
There are various ways to utilize email marketing to connect with your target audience. Countless companies use email marketing to capture the attention of their clients when they have a sale or promotion, while others use email for lead nurturing. Personalization, segmentation, and similar strategies have become increasingly popular in recent years.
33% of marketers send emails every week
When asked how often they send email marketing messages, around 33% of marketers in a Databox report said they use email at least once a week. 13.3% said they tend to send multiple emails per week, while the same number admitted to sending emails once per day.
Around 13% of email marketers send emails only once per month, while 26.6% said they tend to send multiple emails per month. According to the report, 63% of companies also said email at different frequencies depending on how engaged their subscribers are.
47% of email recipients open emails based solely on the subject line
Whether you’re sending promotional emails, or transactional messages, one of the best ways to improve your chances of clicks is to create the best subject lines. According to OptinMonster, 47% of people open emails based solely on the email subject lines they see. The more personalized and engaging your subject line, the more likely you are to achieve a higher open rate.
Learning how to optimize your subject line is also important to keeping emails out of the spam folder. Around 69% of recipients identify emails as spam based on subject lines.
Subscriber segmentation is the number one email marketing strategy for brands
When asked about the most effective strategies used during email marketing campaigns, 78% of marketers in a HubSpot report chose “subscriber segmentation”. A further 72% said they felt message personalization was crucial success, highlighting the rising demand for custom messages.
71% of the respondents said they considered email automation to be the most important strategy in their toolkit when connecting with audiences.
82% of experts use subject lines with 60 characters or less
According to Aweber, choosing the right length for your subject line can make a huge difference to the response you get from your email list. This is particularly true in an environment where customers are opening more emails on mobile devices, as most smartphones can only display so many characters.
Around 82% of email marketing experts use subject lines with fewer than 60 characters to improve their deliverability and open rates.
87% of marketers use email to distribute content
Almost 9 in 10 marketers (87%) say they rely on email to distribute content to members of their community. This means email is the second most popular channel for content distribution, falling just behind social media at 89%.
Email is also more popular for content distribution than various other organic channels, like event presentations, and blog posts.
Fridays have the highest open rates for email
According to Campaign Monitor’s review of email marketing strategies, Fridays are the days when people are most likely to open their emails. The average open rate was around 19% for Fridays in the study, compared to around 17% for Saturdays.
If you’re looking for the best day to send emails to your customers, checking out the industry benchmarks is a good first step. However, it’s important to keep an eye on your own user base, as different demographics can read emails at different times.
A/B and spam testing creates up to a 28% higher return
Litmus found that A/B and spam testing email marketing campaigns can increase a company’s average ROI. Businesses achieve an up to 28% higher return from emails when they regularly test their strategies.
However, Litmus also found that around 55% of email marketers say they rarely, or almost never test their emails with A/B testing.
Welcome emails have some of the highest open rates of any email
Certain emails are more likely to generate a positive response from customers than others. According to a GetResponse study, the average open rate for a welcome email can be as high as 82%. Countless customers actually expect to receive a welcome email from customers.
Further reports by GetResponse over the years indicate that the open rate of welcome emails has dropped slightly, to 68.59% as of 2022. However open rates are still higher for welcome emails than any other type of message.
3 Abandoned cart emails lead to 69% more orders
Abandoned cart emails are one of the most common strategies used by businesses to drive attention back to a cart after a customer doesn’t make a purchase. While a single abandoned cart email can have results, Omnisend found that sending 3 abandoned cart emails leads to up to 69% more orders.
B2C Email Marketing Statistics
Business to Consumer email marketing is a commonplace practice in today’s world. Email remains one of the most popular ways for companies to reach their clients, regardless of where they are. With countless customers already active on their inboxes, B2C email marketing packs a punch.
7 out of 10 customers would prefer to receive brand communications through email
When asked about the methods they prefer to communicate with brands and receive marketing information, customers consistently choose email. According to a study by Adestra, more than 7 in 10 US customers prefer to receive email from businesses compared to direct mail, push messages, or SMS-based contact.
87% of B2C marketers use email automation as part of their marketing strategy
Nearly 9 in 10 (87%) of all B2C marketers say they’re already using automation for email marketing as part of their marketing strategy. This involves using an email marketing software solution to send messages to customers at specific times in the sales cycle.
Email automation tools can also help with personalization, as they often allow you to separate your emails subscribers into different groups.
15.8% of B2C emails don’t make it to the inbox
Unfortunately, not all email marketing communications will be guaranteed to reach the inbox. According to Email Tool Tester, about 15.8% of emails simply go missing before they reach the inbox, or are caught by spam filters.
Around 60% of retail, ecommerce and goods companies use personalization
Personalizing emails with specific subject lines and consumer behavior information is one of the best ways to increase open rates and conversions. Around 60% of retail, consumer gods and service, and ecommerce companies now use personalization to connect with customers based on their previous purchases, according to Litmus.
A single message auto-responder has a 98% open rate
GetResponse conducted a study into the types of messages customers are most likely to open in their email inbox. According to the report, companies are most likely to generate the most open and click through rates if they send 5 emails a week or fewer. Additionally, a single message autoresponder can have a massive open rate of 98%, and a click-through rate of 37%.
GetResponse also found that around 22% of all email campaigns are opened within the first hour of being sent. Additionally, more than 8 out of 10 people will generally open a welcome email. These emails generate 10 times as many clicks, and 4 times more opens than other emails.
59% of customers say marketing emails influence their purchases
According to a marketing email analytics roundup created by Salecycle, around 59% of respondents have been influenced on what to buy as a result of a marketing email. Furthermore, around 50.7% of consumers say they purchase from marketing emails at least once a month. Around 23.8% say they purchase products included in marketing emails multiple times each month.
B2B Email Marketing Statistics
Email marketing isn’t just a popular strategy among B2C companies. As businesses continue to spend more time online, B2B brands are also turning to email marketing as a way of nurturing and converting leads in the business world.
85% of B2B companies use email marketing software
According to a report conducted by the Content Marketing Institute, the top 2 technologies used by any B2B company are email marketing software (85%), and analytics tools (86%).
Among the most popular content used by B2B companies to connect with their audience, email also ranks towards the top. 81% of B2B brands use emails to reach their audience, making it the third most popular type of content. Around 31% of B2B brands use their emails to nurture leads.
81% of small businesses use email marketing for customer acquisition
According to a report from Emarsys, email marketing is one of the best ways to acquire and retain customers for smaller businesses. Around 81% of SMBs say they rely on email as their primary channel for customer acquisition.
Alternatively, around 80% of marketers say they use email most for customer retention.
64% of B2B marketers believe their email strategy was successful in 2021
HubSpot’s blog research indicates around 64% of B2B marketers were happy with the results of their email marketing campaigns in 2021. This suggests the majority of B2B businesses are likely to continue using email marketing to connect with customers going forward.
Notably, HubSpot also found new feature and product announcement emails were most likely to generate the best click-through rates.
37% of brands are increasing their email budget
The Litmus State of Email Report surveyed 400 marketing experts from different businesses to explore the potential value of email. According to the report, 70% of brands increased their email marketing workload during 2021, and in 2022, 37% increased their email marketing budget. Around 43% of marketers also said they’re making alterations to how they measure email marketing performance, as a result of Apple’s new privacy protections for mail.
Mobile Email Marketing Statistics
Mobile email marketing has grown increasingly important to business leaders in recent years, as the demand for mobile browsing has increased. According to Statista, around 55% of global web traffic is already generated through mobile.
81% of email views come from a mobile device
SuperOffice’s research into customer browsing habits found more customers now view emails on a mobile device compared to those using a desktop. Around 81% of consumers say they read their emails on mobile, compared to only 39% for the desktop. This means companies need to ensure their emails are optimized for mobile if they want to stand out.
According to HubSpot, as of 2021, only around 56% of companies are using mobile-friendly emails as part of their marketing strategy.
23% of customers who click an email on a mobile device will read it again later
After viewing an email on a mobile device, a significant portion of consumers will also check the email again on their desktop device. According to Campaign Monitor, 23% of customers will read a mobile email again on another device.
Notably, if a consumer reads an email on mobile, then checks it again on a desktop, there’s also a 65% higher chance they’ll end up interacting with the email and clicking through to the website.
Apple’s native email app has the highest market share
When it comes to assessing the kind of email applications consumers use to check their messaging, Apple’s native email app has the highest market share, followed by Gmail, according to Litmus labs. 57.36% of consumers check their email through Apple email, while only 29.54% check their messages through Gmail. Outlook lags behind the two with only 4.21% of the market share.
Keep in mind, Apple’s email client has limited space to show your company name and subject line, so you’ll need to optimize your messages accordingly.
Adapting emails for responsive design leads to a 15% increase in clicks
According to MailChimp’s studies into email marketing and customer preference, mobile users are most likely to click on and interact with responsive email designs. Simply adapting your email to be more attractive on mobile devices increases clicks by up to 15%. Using an inbox preview service can also increase clicks by 13-24%, with the best results coming from mobile and tablet users.
Adding emojis to your subject line can increase open rate by 56%
If you’re trying to find ways to make your emails stand out on mobile devices, using emojis could be an excellent strategy. Experian found that the open rates for emails with emojis in the headline were up to 56% higher than emails with plain text subject lines.
If you’re looking to increase your email click-through rate, it might be worth asking yourself whether emojis could work for you. Remember, certain demographics won’t respond as well to emojis.
Email Marketing Demographic Statistics
Research into email marketing conversion rates and the success of different email CTR metrics shows us that relevant, personalized emails are more likely to generate results. However, the only way to transform the average email into something more compelling, is to gather insights about your target audience. Here are some demographic statistics to help get you started.
Around 25% of people aged 18-34 check their email straight away
According to YouGov, millennials are particularly likely to check their email straight away each day. Around 25% of people between the ages of 18 and 34 will check their messages as soon as they wake up. YouGov also found around 44% of all millennials started using email before the age of 15.
When it comes to Gen Z, YouGov believes people will start using email at an even younger age. This could make email a great way to reach out to all kinds of customers.
Consumers spend an average of 10 seconds reading branded emails
While email is an excellent marketing channel, it needs to be used correctly to deliver the right results. Since consumers spend an average of around 10 seconds reading brand emails on their desktop, iPhone, and other devices, you don’t have long to influence their purchase decisions.
Email segmentation, personalized offers, and other similar strategies can help to improve your average click through rate, and boost your chances of success.
The average email bounce rate across all industries is 9.96%
Unfortunately, whether you’re a non-profit or a commercial business, it’s worth remembering not all of your emails will reach the inbox. Unless your customers have you white listed, there’s a chance they could miss your messages entirely.
Constant Contact found the average bounce rate across all industries is around 9.96%. Certain industries can have an even higher bounce rate, making it important to ensure your messages have excellent deliverability.
56% of millennials use their smartphone as the main way to check email
Millennials generally use their smartphone as the primary way to check emails, according to Bluecore. Around 59% of millennials choose their smartphone as the main way to check emails. Around 67% of Gen Z also scan their messages on a smartphone. This means it’s important for business to ensure their email templates are mobile responsive.
Virtually every demographic values email messages
It’s worth noting that email statistics demonstrate the value of email for virtually all generations and demographics. Around 74% of millenials consider email to be the most personal channel to receive messages from brands. This could mean it’s worth using your email segmentation strategy to connect emotionally with older customers.
Around 72% of Gen X value emails send from brands, while 64% of millennials, and 60% of Gen Z frequently read emails from businesses, considering them to be more relevant to their needs.
99% of people check their email every day
On average, 99% of people check their email inboxes at least once per day, indicating companies should be able to reach customers easily through email marketing. Across home, work, and mobile accounts, people check their messages up to 20 times per day.
According to the report, the average consumer has around 2-3 email accounts, and 44% of companies only send messages to one specific email address.
Email Marketing Statistics Infographic
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Learning from the Email Marketing Stats
Learning from and understanding the latest email marketing statistics can be an excellent way to earn the highest email return on investment. The stats constantly show that email subscribers are engaged by the right messages, when they’re relevant and personalized. Making sure you send effective emails at the right time to the correct email subscribers can significantly increase your email marketing ROI.
The stats above also show how important it is to send value-focused messages at the right frequency, to reduce your unsubscribe rate and boost customer loyalty.
Hopefully, the stats above will give you a few tips you can use to improve your digital marketing strategy, increase your email open rate, and strengthen the position of your email newsletters in your customer’s inbox.