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The 100 Email Marketing Statistics You Need to Know

Michael is the Content Strategist at Atomic Reach, an all-in-one enterprise platform built to boost content performance. He is on a mission to empower marketers with actionable data so they make more informed decisions about their content strategy.

For many, digital marketing trends can feel like “a flavour of the week” event.

Every few months a new medium of reaching audiences seems to take hold. From Instagram stories to marketing automation and machine learning, the channel that represents the newest and most powerful trend in digital marketing can change.

This situation can cause many marketers to look for “the next best thing,” and they can forget about tried and true methods. While social media, paid ads, and automation are likely to always be around, it is crucial that marketers don’t forget about established digital marketing channels.

For example, contrary to popular belief, email is still an effective way to reach audiences. This year, active email accounts are expected to hit 5.6 billion. Unlike social media, email allows marketers to directly reach audiences and tailor messaging depending on segment information.

If you are looking to make the case to your senior leadership, or internal stakeholders about the importance of email marketing, read on for 100 email marketing statistics you should know about and share with others.

Demographic Email Marketing Data

To fully understand the influence of the marketing channel of email, it is helpful to know general information about the audiences using it.

How many people still use email? Are there differences between professional and non-professional audiences? How do different generations interact with email?

The data below can help answer these questions and help you begin to think about how to define and address your target audiences.

 

 

 

  • In 2017, 269 billion emails were sent and received each day. (Source)
  • Among adults, 92 percent use email, with 61 percent using it on an average day. (Source)
  • Sixty-one percent of Americans who use the internet say email is “very important,” for doing their job. (Source)
  • Seventy-three percent of millennials prefer communications from businesses to come via email. (Source)
  • More than 50 percent of respondents check their personal email more than 10 times a day. (Source)
  • Older millennials and younger members of generation X are the highest users of email at 93.4 percent. (Source)
  • Forty-four percent of millennials started using email before turning 15. (Source)
  • Millennials spend 6.4 hours a day checking email. (Source)
  • Millennials are 63 percent more likely to be swayed by a promotional email. (Source)
  • Seventy-seven percent of all age groups say email is their preferred method of permission-based promotions. (Source)

 

Email Marketing ROI

If you are making the case to your marketing team or those in senior leadership about ramping up your email marketing efforts, the chances are high that they are going to want to know about ROI.

While they may believe email marketing is the right thing to do, they are going to want to see proof of its success. Fortunately, there is a lot of data out there that reveals how influential email marketing can be on a well-thought-out marketing strategy.

So, check out and share the email marketing ROI stats below.

  • Email has an average ROI of $38 for each dollar spent. (Source)
  • One in five companies reports an ROI of 70:1. (Source)
  • Email is three times more likely to prompt purchases than social media. (Source)
  • The average order value of email is 17 percent higher than social media. (Source)
  • The ROI of email is 28.5 percent and is only seven percent for direct mail. (Source)
  • It’s estimated that the U.S. will spend over $350 million on email advertising in 2019. (Source)
  • More than 59 percent of marketers say email is their biggest source of ROI. (Source)
  • 60 percent of marketers use conversion rates to evaluate the effectiveness of email campaigns. (Source)
  • 29 percent of marketers use ROI to evaluate the effectiveness of email campaigns. (Source)
  • 81 percent of SMBs rely on email as their primary customer acquisition channel. (Source)

 

Email Marketing Automation 

Email marketing can be lucrative, but it does require a lot of preparation.

From segmentation to creating actual campaigns, and triggering emails, the process of email marketing can take a lot of time. Fortunately, technology has evolved to the point where marketers can automate many of the tasks associated with email marketing.

Also, tools from companies like Atomic Reach and many others out there that allow you to use data and AI to drive email engagement. So, how much of an impact is automation and AI having on marketing emails? Check out the stats below.

  • The average open rate of a “Welcome email,” is 82 percent. (Source)
  • Sending 3 abandoned cart emails results in 69 percent more orders than a single email. (Source)
  • Automated email campaigns account for 21 percent of marketing revenue. (Source)
  • Over 75 percent of email revenue is generated by triggered campaigns. (Source)
  • Companies that send automated emails are 133 percent more likely to send relevant messages that correspond with a customer’s purchase cycle. (Source)
  • On average, more than 51 percent of companies are currently using marketing automation. (Source)
  • More than half of B2B companies plan to adopt marketing automation technology. (Source)
  • Email marketing technology has the highest adoption. (Source)
  • 33 percent of marketing campaigns are automated. (Source)
  • Automated emails get 119 percent higher click rates than broadcast emails. (Source)

  

 

Email Personalization and Customization 

Personalization and customization are where email shines. Unlike social media and other marketing channels, you can better tailor your messaging depending on who is seeing it.

Most email clients allow you to segment your email lists based on online behaviour, demographic data, their position in the buyer journey, and many other factors. In itself, email marketing allows for a variety of ways to customize your email messaging.

So, how are others in the industry fairing with this tactic? Read on for insightful information.

 

  • Personalized emails generate up to 6 times higher revenue than non-personalized emails. (Source)
  • Relevant emails drive 18 times more revenue than broadcast emails. (Source)
  • Birthday emails can increase conversion rates by 60 percent over non-birthday email messages with the same offer. (Source)
  • 74 percent of marketers say targeted personalization increases customer engagement. (Source)
  • Emails with personalized subject lines are 26 percent more likely to be opened. (Source)
  • Marketers have noted a 760 percent increase in revenue from segmented campaigns. (Source)
  • When an email is not personalized, 52 percent of customers say they’ll find somewhere else to go. (Source)
  • Segmented, targeted, and personalized emails generate 58 percent of all revenue. (Source)
  • Personalized trigger mailings have 25 percent higher unique open rates. (Source)
  • 71 percent of shoppers are frustrated with the lack of personalization in their shopping experiences. (Source)

 

Mobile Email Marketing

From the beginning of this blog to now, chances are high that you have engaged with your smartphone in some way.

Whether you are checking social media, keeping up on news, or texting friends and family, your smartphone has become an essential part of your daily life. Smartphones have proved to become pivotal to email marketing.

The stats show that marketers have to tailor their email marketing campaigns and strategies for mobile devices. What data should you keep in mind while doing this? Check out the stats below.

  • When it comes to email marketing, 49 percent of all emails are opened on mobile devices. (Source)
  • 23 percent of readers who open an email on a mobile device open it again later. (Source)
  • The iPhone is the most common mobile device that users use to open their email the first time. (Source)
  • One out of every three clicks within an email occurs on a mobile device. (Source)
  • Mobile readers who open an email a second time from a computer are 65 percent more likely to click through. (Source)
  • Mobile email will account for 24 percent to 77 percent of email opens, depending on your target audience, product, and email type. (Source)
  • About 3 in 5 consumers check their email on the go, and 75 percent say they use their smartphone most often to check mail. (Source)
  • Nearly four million adults do not use a desktop or laptop to access the internet. (Source)
  • Webmail and desktop opens have steadily declined throughout 2015, each dropping 13 percent since January. (Source)
  • The first link in a responsive design email on mobile has a 30 percent higher click rate than non-responsive design. (Source)

 

48% of emails are opened on mobile devices.

 

  

Consumer Email Engagement

How are consumers reacting to email messaging?

Well, as data indicated above, we know that email is still a popular way to receive messages from brands as there are over 5 billion active email accounts. However, how are the owners of these accounts interacting with emails? How engaged are they? What email messaging techniques resonate with them?

Take a look at the stats below for some insight into customer email marketing engagement:

 

  • 59 percent of respondents say marketing emails influence their purchasing decisions. (Source)
  • The most opened emails relate to hobbies, with an open rate of 27.35 percent. (Source)
  • 56 percent of brands using an emoji in their email subject line had a higher open rate than those that did not. (Source)
  • Email is 40 times more effective at acquiring new customers than Facebook or Twitter. (Source)
  • You are 6 times more likely to get a click-through from an email campaign than you are from a tweet. (Source)
  • Including a call to action button instead of a text link can increase conversion rates by as much as 28 percent. (Source)
  • 21 percent is the average email open rate. (Source)
  • 61 percent of consumers enjoy receiving promotion emails weekly. (Source)
  • Email has higher conversion rates than social media and search combined. (Source)
  • On average, people spend 51 seconds scanning the content of your email. (Source)

 

B2B Email Marketing

While much of the conversation centres around consumers, B2B customers are a large audience that many marketers also seek.

Much like their consumer counterparts, B2B companies are looking for products and services that help them meet their needs.

Email marketing is an excellent way to meet B2B customers where they are, and provide them with promotional material and content that gives them the tools they need to service their own audiences.

Here are stats that reveal the current strides being made with B2B email marketing:

 

  • 83 percent of marketers use email newsletters for content marketing. (Source)
  • Optimizing for mobile had a positive impact on the results of email campaigns for 40.74 percent of B2B marketers and 38.46 percent of B2C. (Source)
  • Seventy-nine percent of B2B marketers credit email as the most effective distribution channel for demand gen efforts. (Source)
  • Clickthrough rates are 47 percent higher for B2B email campaigns than B2C email campaigns. (Source)
  • As far as content marketing tool usage, 64 percent of B2B marketers use a dedicated email platform to reach audiences. (Source)
  • 93 percent of B2B marketers use email to distribute content. (Source)
  • 91 percent of B2B marketers rate email as important to overall content marketing success. (Source)
  • Email is the third most influential source of information for B2B audiences, behind only colleague recommendations and industry-specific thought leaders. (Source)
  • Forty-nine percent of B2B marketers spend more resources on email than other channels. (Source)
  • Subject lines that contain “money,” “revenue,” and “profit” performed best for B2B companies. (Source)

 

93% of B2B marketers practice email marketing.

  

Email Marketing Strategy

While marketing automation, email campaigns, and segmentation are critical to successful email marketing, all of these components need to be tied together with a cohesive strategy. An email marketing strategy is like a blueprint for optimizing your email marketing approach. It also allows you to plan how you want to incorporate creativity and innovation into the technical aspects of marketing. Take a look at the stats below for more insight into the components of a well-rounded email marketing strategy.

 

  • Adding videos to your email can increase click rates by 300 percent. (Source)
  • Email list segmentation and personalized emailing were the most effective email strategies of 2017. (Source)
  • Subscribers that receive a welcome note show 33 percent more long-term brand engagement. (Source)
  • The average open rate for welcome emails is 50 percent, making them 86 percent more effective than email newsletters. (Source)
  • ·As the number of images in an email increases, the clickthrough rate of the email tends to decrease. (Source)
  • ·Recipients are 75 percent more likely to click on emails from segmented campaigns than non-segmented campaigns. (Source)
  • About 49 percent of businesses use a form of email automation. (Source)
  • Seventy-three percent of companies surveyed prioritize mobile device optimization of emails. (Source)
  • Transactional emails receive eight times as many opens compared to regular marketing emails. (Source)
  • Seventy-seven percent of people prefer to get promotion-based messages via email (versus direct mail, text, phone, or social media). (Source)

 

Email Marketing Best Practices

When should you send an email? Are certain email clients used more than others? Are your email messages optimized for mobile? These are all elements that are considered best practices associated with email marketing. While these elements may not make or break a campaign, paying attention to them can help you reach more people through your messaging.

Below are statistics that will provide some email marketing best practice information to help you craft successful email campaigns:

 

  • Sending an email at 11 am EST will give you the highest chance of receiving a response. (Source)
  • Tuesday is the best day of the week to send an email. (Source)
  • 81 percent of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted emails. (Source)
  • Retailers that send a series of welcome emails see 13 percent more revenue than those that send just one. (Source)
  • 78 percent of top-performing marketers say list segmentation is the one marketing automation feature they can’t live without. (Source)
  • Sending automated emails helps marketers repurpose 61 percent more content than marketers who don’t use automation. (Source)
  • 67 percent of email marketers plan to use data to better personalize email content to boost engagement, sales, and customer retention. (Source)
  • Emails that display incorrectly on mobile may be deleted within three seconds. (Source)
  • Using the word “donate” in your subject line can reduce open rates by 50 percent or more. (Source)
  • A study of one billion emails revealed that video emails see clickthroughs that are 96 percent higher than non-video emails. (Source)

 

Sending automated emails helps marketers repurpose 61% more content than marketers who don't use automation.

 

 

General Email Statistics

Here are some broad data points that can help you further sharpen your email marketing campaigns and strategy.

 

  • 64 percent of people prefer rich text emails. (Source)
  • The percentage of emails containing GIFs rose from 5.4 percent in 2015 to 10.3 percent in 2016. (Source)
  • 80 percent of professionals said email marketing drives customer acquisition and retention. (Source)
  • People are twice as likely to sign up for your email than to interact with you on Facebook. (Source)
  • 28 percent of consumers would like to receive promotional emails more than once a week. (Source)
  • 77 percent of marketers say they use email to send personalized content to their subscribers. (Source)
  • During the average work week, workers spend 28 percent of the time reading and answering email. (Source)
  • The Apple iPhone and Gmail are the most popular ways for individuals to read emails at 29 percent and 27 percent respectively. (Source)
  • 54 percent of consumers expect to receive a personalized discount by email within 24 hours after identifying themselves to the brand. (Source)
  • If a brand gets information wrong when directly marketing to a customer, 23 percent will unsubscribe from the brand’s email. (Source)

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