Email Marketing Statistics : Step Up Your Marketing Game

Email marketing statistics guide you for a better email marketing strategy.

If you're wondering whether email marketing is still alive and kicking, contrary to what many people in the 21 century think, the answer is yes!

And it’s all because it works.

Email marketing has proven to be one of the most effective ways of communicating with customers.

In fact, many studies have suggested its effectiveness above all other marketing mediums.

email marketing statistics

Combined with solid content, email marketing is a sure way to generate sales and make a lasting impression on your customers.

Just take a look at these email marketing stats and facts and see it for yourself!

Must-Know Email Marketing Statistics

➤ According to Hubspot’s report on content and media strategy, email marketing has the 3rd highest ROI among other channels like paid social media content (57%), organic social media content (48%), and organic search (SEO) (45%).

Email marketing revenue statistics show that, in 2020, the global e-mail marketing market was valued at 7.5 billion U.S. dollars.


This figure is expected to increase to 17.9 billion by 2027. Also, it is expected that the compound annual growth rate (CAGR) for that period will amount to 13.3%.

Statista’s research on e-mail users shows that in 2020, the number of e-mail users was 4,037 million, and it is expected to reach 4,594 million by 2025.

This statistic helps us understand how big the e-mail marketing industry is and why it is worth implementing it for businesses.

➤ With the unstoppable growth of the internet, in 2021, the number of e-mails sent and received worldwide was 319.6 billion daily.


This number is expected to increase to 376.4 billion daily e-mails by 2025, according to Statista’s email statistics.

➤ Another unstoppable power of the online world is social media. The next statistic might be surprising for social media lovers.

Same source above shows that the CTR of online advertising emails in Belgium and Germany was 5.5% and 4.3%, respectively, while the average global CTR for social media for the same period was 1.3%.

➤ In the United States, a survey on the popularity of email marketing shows that 79% of millennials and 57% of respondents from Generation Z like being contacted by brands via email.

Email marketing ROI statistics reveal that businesses earned 36 U.S. dollars for every U.S. dollar invested in email marketing.

The highest ROI, with 45 dollars per one dollar spent, belongs to the retail, e-commerce, and consumer goods industries.

The average time spent reading brand email statistics might be the wake-up call your business needs.


It is seen that there has been a decrease over the last couple of years, from 13.4 seconds in 2018 to 10 seconds in 2021.

This data shows the importance of writing short and well-designed emails in order to keep the receivers reading.

The most used email clients (sorted by share of email opens) are Gmail, with a 36.5% open rate, followed by Apple iPhone email, with 33% of email opens.

Email Marketing Conversion Statistics

➤ According to Barilliance’s email marketing stats, open rate for emails (dataset includes aggregated data from 2016-2021) for 2021 is 43.76 which is a little bit lower than 2020 data.

Click-through rate on the other hand, is significantly higher compared to 2020, 15.22% and CTOR is 19.92%.

email marketing open rate statistics

Same data also shows the conversion rates for both send base and click-through base.

➤ The numbers are similar to 2020. CR for send base is 1.33% and CR for click through base is 15.22%.

email marketing statistics

➤ According to global data on the best time to send emails, the best day for open rates is Friday, and the best day for click-through rate is Tuesday.

CampaignMonitor analysis on email marketing stated that the industries with the highest open rates are:

  • Education 24.9%,
  • Government and Politics 26.7%,
  • and Nonprofit 25.5%.

Small business marketing articles show that the best platform for building brand awareness was social media marketing (8675), and email marketing (7766) respectively selected by SMBs.

Same article reveal that small businesses spent the most money on traditional marketing, email marketing, and Facebook.

“In 2030 social media has been regulated and email is still the most direct, private and effective way to communicate with your customers.” - Glenn Edley, Director & Email Strategist of Spike

Email statistics also show that the average email conversion rate was 15.91% in 2019, 15.67% in 2020 and 15.22% in 2021.

The CR in 2021 is slightly lower from previous years but still we can see 15% CR in 2021.

➤ Back in 2019, a survey conducted by Statista on the most effective marketing channels showed that 73% of in-house marketers and 75% of agency marketers selected email marketing as excellent or good for ROI.

Email marketing statistics that reveal average email conversion rate by campaign is showing us another thing.

➤ The lowest conversion rate is for “browse abandonment” campaign types with a 4.10% CR.

➤ The highest conversion rate is for “email my cart” type of campaigns.

These emails are sent after a customer adds an item to their cart but leaves without conversion. The CR for these campaigns are 24.58%.

➤ Another study shows us the average bounce rate for emails sent (including hard and soft bounces). The average bounce rate for all industries is 0.7%.

➤ According to content marketing research, the most common used content types for B2B marketers are;

  • Social media (95%)
  • Blog/article (89%) *Email newsletters (87%)

➤ Let's see some statistics from 2022 email marketing benchmarks now. It is revealed that the shorter the better. Shorter email campaigns have better results (single message autoresponder cycle) has a 98.39% open rate and 37.26% CTR.

➤ According to the same source above, each hour passed, the chance your prospects to open your email is decreasing. Almost 22% of all email campaigns are opened in the first hour after sending.

➤ What about the email marketing campaign tactics?

Triggered email campaigns are the most effective ones with open rate 38.03%, CTR 6.76%, CTOR 17.77% and unsubscribe rate with 0.43%.

Triggered emails are the ones that are sent automatically via subscriber behavior.

➤ Welcome emails rock! Data shows that the average open rate for welcome emails is over 86% & the average CTR is around 25%.

➤ According to the data, the best time to send reminder emails is shown below table.

If you send a webinar reminder 1 hour before the webinar, you will receive 138.41% open rate and 64.41% CTR. If you send your reminder at the start time, you will get 108.01% open rate and 39.26% CTR.

webinar reminder

➤ What about forms on landing pages to gather email addresses?

The less fields, the better.

  • If your form has two fields; the conversion rate is 3.07%
  • If your form has three fields; the conversion rate is 1.22%
  • If your form has more than 4 fields; the conversion rate is 1.16%

➤ Don’t spam! Who doesn’t hate spam? The data on the importance of permission shows that 43% of email users report spam if they don’t know the source of the email and the sender.

➤ According to Hubspot marketing stats, almost half of the customers say they have 50 emails in their inboxes.

Before You Leave...

It’s true that email marketing still has its place, and is by no means dead – especially when it comes to the service’s effectiveness.

While social media posts and ads generate buzz and awareness, nothing beats a carefully crafted email to drive action on the part of your recipients.

We hope you have enjoyed our roundup of email marketing statistics.

Whether you are a one-man/woman shop, or a company of thousands, everyone can learn something from these figures and statistics.

You can use this information to create smart marketing programs that are able to help your business dominate the competition.

Check this infographic we have prepared for you for email marketing statistics:

Email marketing statistics infographic prepared bu Popupsmart, the no-code popup builder

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