Email & SMS

50 Email Marketing Statistics You Need to Know

By Tinuiti Team

Email Marketing has been and still is, one of the best tools available for marketers. We use it to boost our sales, brand awareness, and connection with customers. 

All marketers and business owners need to have at least a basic knowledge of the principles of email marketing due to its importance and relevance to the digital marketing landscape. 

Below, we’ve gathered some of the most up-to-date and relevant email marketing statistics. We prioritized trustworthy sources and hard data so that you can get an accurate picture of email’s impact, and why you should make it a major part of your own strategy. 

“Because email marketing is one of the lowest cost, highest ROI digital channels, you’re likely leaning heavily on your email program to keep lines of communication open with your existing customers.”

Kellie Collins, Sr. Strategist, CRM & Email at Tinuiti (Source)



General Email Marketing Statistics

1. An estimated 4.03 billion people around the world use email as of 2021. (Statista)

2. Email has a 90.3% penetration rate among US internet users. (Statista)

3. 35% of business professionals check email on a mobile device. (Convince & Convert)

4. 99% of email users check their email every day, some as much as 20 times a day. (OptInMonster)

5. Large parts of the business world are stil managed 100% through (or partly through) emails. (Statista)

6. 61% of consumers prefer to be contacted by brands through email. (Statista)

7. 70% of professionals use email to share content related to their company or industry. (DemandGenReport)

8. We send 102.6 trillion emails every year. And the numbers keep going up, with 126.7 trillion expected to be sent by 2022. (Statista)

9. Nearly 42% of all email opens happen on mobile apps. (Litmus)

10. The two most popular email clients are Apple iPhone and Gmail (34% and 26% of opens respectively).(EmailClientMarketShare)

11. Gmail boasts more than 1.5 billion users. (Litmus)

Email Frequency and Timing

12. 11AM is the best time for sending emails, 12AM shows the highest CTR. (GetResponse)

13. The worst open and click-through rates are on weekends. (OptInMonster)

14. 35% of marketers send about 3-5 emails per week to their customers. (Not Another State of Marketing)

15. 50% of marketers claim that there is no perfect time for sending email campaigns as every person and business is unique. (Databox)

16. Optimal send times depend on industry and demographic factors. (Mailchimp)

Email automation

17. An average of 51% of companies are currently using automation. (EmailMonday)

18. The average unsubscribe and spam rates of triggered emails are 0.58% and 0.06% respectively. (GetResponse)

19. Mapping the customer experience (53%) and use of personalized messages (51%) are the best tactics for automation. (Ascend)

20. 30 percent of professionals surveyed said the biggest benefit of marketing automation was the time it saved them. (Amazon AWS)

Email marketing

21. The average conversion rate of emails in 2021 is 1.22%. That’s just over one sale out of 100 emails. (Barilliance)

22. In 2019, the average ROI was $42 for every dollar spent on email marketing. (Litmus)

23. Single opt in (SOI) programs show an 80% higher return than DOI programs. (Litmus)

24. 8.24% of cart recovery emails lead to conversions. Average email conversion rate is just over 1%. (Barilliance)

25. Cart abandonment email open rates are incredibly high. Since 2016, open rates have hovered around 43.3%, with a  slight drop off in 2021. (Barilliance)

26. Fashion enjoys the biggest sales uplift from cart abandonment emails, at 6.38. The average uplift across all retail types in 4.43%. (SaleCycle)

27. The majority of email marketing teams handle at least five emails at any given time. (Litmus)

28. The majority of brands spend multiple weeks on a single marketing email. (Litmus)

29. When asked why users unsubscribed from an email list, 59% mentioned too many emails, 43% answered emails were no longer relevant, and 43% don’t recognize the brand or don’t remember signing up. (DMA Insight)

30. The average click-through rate was 3.43%. (GetResponse)

31. 21% of sent emails are opened within the first hour of delivery. (GetResponse)

32. Email marketing ROI is 4200% or $42 for every $1 spent. (Campaign Monitor)

Segmentation and personalization

33. The top 3 email marketing tactics are: list segmentation (51%), personalization (50%), and triggered emails (45%). (Ascend)

34. Segmented email campaigns earned a 94% open rate and a 38% CTR, versus 42% open rate and 4.5% CTR in non-segmented email campaigns. (SuperOffice)

35. Marketers who send segmented campaigns notice a 760% increase in revenue. (Business 2 Community)

36. 88% of users agree they are more likely to respond to an email favorably if it looks like it’s been specifically created for them. (Dynamic Yield)

37. By addressing the recipient by their name, you can increase open rates and CTR up to 35%. (SuperOffice)

38. According to the respondents, the most frustrating things about personalization are: recommending items that don’t match their interests (34%), expired offers (24%), name misspelling (15%), inappropriate season or location offer (14%), already purchased promotions (13%). (Adobe)

39. 10% of respondents are annoyed by too little or no personalization. (Adobe)

Subject line and email content

40. 47% of people open the emails based on the subject line and 69% of customers can report emails as spam based on the subject line only. (OptIn Monster)

41. Only 6.9% out of 1000 subject lines analyzed included emojis. (AWeber)

42. The average number of email characters in a subject line is 43.85. (AWeber)

43. 17% of adults are using a formal style for email communication, 33% prefer informal style, 49% say it depends. (Huffington Post)

44. 52% of managers add signatures into their emails. (Marketing Land)

45. Emails that end with “Thanks in advance” or similar variations received higher responses than other sign-offs. (Boomerang)

Visual email content

46. 81% of marketers use video as a marketing tool. (WyzOwl)

47. 54% of email subscribers prefer emails with videos. (Hubspot)

48. People mostly watch videos on a desktop (84%) while only 14% watch it on mobile devices. (Hubspot)

49. Emails that include some sort of graphics have a higher open rate (27%) and CTR (4.5%) than that of text-based emails (20% and 3%). (GetResponse)

50. Two-thirds of surveyed people claim that they prefer emails consisting mostly of images. (Hubspot)

Email is just one part of your lifecycle journey. Your brand needs to build an integrated messaging approach that prioritizes the customer for a more comprehensive (and human) communication journey. Learn more about Tinuiti’s Lifecycle Marketing approach across email, mobile, and on-site.

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