As the popularity of social media grows, marketers and consumers continue to ask an age-old question: Is email – and email marketing – dying out?
In short, the answer is no. Email marketing is one of the best ways to retain customers, with more than 80% of retail professionals agreeing that email is their go-to marketing channel. However, mobile optimization, B2B and B2C marketing, visuals, and industry all play a role in how successful email marketing is across the board.
Below, we’ve collected 78 email marketing statistics to give you a better idea about why email marketing is a necessary retention strategy and revenue generator, and how you can leverage it for your business.
01Statistics on Email Marketing
After paid and organic social media content, email marketing has the third highest ROI of any marketing media.
Email marketing is the second-best opportunity for small businesses to grow brand awareness.
Email marketing is expected to bring in almost $18 billion in revenue by 2027.
By 2025, it is estimated that 376 billion emails will be sent daily.
For every $1 spent on email marketing, marketers can expect to see around $36 in return.
Consumers are more likely to respond to or click on interactive elements in personalized emails.
Email marketing is used by 64.1% of small businesses.
60% of customers say they have made a purchase as a direct result of an email marketing campaign.
The average campaign email is less than 500 words.
A/B tests, engaging content, gifs or animation, and live content can all increase the ROI of an email marketing campaign.
21% of email subscribers will open a new message within the first hour of receiving it.
Email is the primary form of customer communication for 71.8% of small businesses.
After working hours is when 45% of consumers are most likely to click through a marketing email.
57% of small businesses plan to increase their email marketing spending.
There are more than 4 billion email users worldwide.
02Email Marketing Conversions
Email conversion rates above 10% can help push business and brand awareness.
41% of marketers agree that email conversion rates are the best indicators of marketing success.
36% of email revenue comes from segmented emails.
Abandoned cart emails (18.54%) and emails sent after a customer adds an item to their cart (24.58%) have the highest conversion rates.
Testing email subject lines with an A/B test can lead to a 26.96% increase in click-through rates.
Emails sent after a customer adds an item to their cart gained 54.9% more revenue than other triggered emails.
Focusing on accessibility in emails — like using headers, including alt text for images, and focusing on color contrast — can help convert more customers.
In 2021, the email conversion rate was around 15.22%.
Including one CTA in an email can increase clicks by 371%.
03Email Marketing Automation
Email automation is one of the top three marketing automation strategies used by marketers.
Email automation is mainly used for triggered emails, recurring emails, and reminders.
30% of users stated that saving time was the biggest benefit of automation, followed closely by lead generation (22%) and increased revenue (17%).
Single message autoresponders can see click-through rates as high as 27.06%.
Automated emails are responsible for 320% more revenue than other emails.
The most popular types of automated emails are welcome emails, abandoned cart emails, and reactivation emails.
Approximately 56% of companies use automation as part of their marketing campaigns.
04Visuals in Email Marketing Content
Emails that contain emojis in the subject line have higher open and read rates.
44% of marketing videos are hosted in emails.
Click-through rates can increase by 96% in emails that include a video.
53% of marketers currently use images or visuals in their email marketing.
While two-thirds of readers say they prefer image-based emails, plain text emails actually have better open and click-through rates.
Emails that contain videos can increase clicks by 300%.
Gifs are used in emails by 56.5% of email marketers.
76% of email users have included emojis in their digital and professional communications.
Original, unique graphics help email marketing campaigns perform best.
05B2B Email Marketing Statistics
More than half of B2B marketers already use email automation, and 37% are planning to use automation in the future.
87% of B2B marketers use email as a free source for content distribution.
Email newsletters are the primary form of content marketing for 81% of B2B marketers.
85% of B2B companies that utilize email marketing in their strategy also use email marketing software.
A majority of B2B companies (59%) do not use email marketing.
06B2C Email Marketing Statistics
Consumers spend around 2.5 hours reading their personal email every day.
Of those who subscribe to email lists, 42.3% want to receive discounts or sales promotions.
79% of B2C marketers use email campaigns to support new web content and blog posts.
Single message autoresponders — like welcome emails and thank you emails — have seen open rates as high as 90%.
15.8% of all emails are either undelivered or end up caught in spam filters.
52% of email users will check their personal accounts multiple times throughout their working hours.
Email campaigns — specifically email newsletters — are best at securing and nurturing leads.
A majority of readers (59%) state that marketing emails influence their consumer decisions.
45% of B2C marketers agree that email is their primary marketing channel.
07Mobile Email Marketing by the Numbers
75% of Gmail users access their account using a mobile device.
Smartphone users (46%) prefer business communication to occur through email.
81% of emails are checked on a smartphone.
More than 6 billion people own smartphones.
Mobile devices account for 18% of all email clicks.
Apple iPhone accounts for 29% of all emails opened on a mobile device.
If an email is not optimized for mobile, 42.3% of recipients will delete the message without reading it.
40% of email users 18 or younger will always open an email on a mobile device first.
Mobile viewing is one of the top factors users consider during their email experience.
Of emails opened on mobile devices, 23% will be opened again later — often on a desktop device.
The rate for unique email clicks on mobile phones is 2.7%.
20% of all email campaigns are not optimized for mobile.
08Email Marketing Benchmarks by Industry
The average email open rate across all industries is 21.5%.
Europe has the highest average email open rate at 25.18%.
Asia has the lowest average email open rate at 15.12%.
The email open rate for the education industry is 28.5%, the highest percentage across all industries.
The email open rate for the retail industry is 17.1%, the lowest percentage across all industries.
Industries that focus on sending one strong, relevant newsletter per week will see a higher open rate of around 33% than if they send two or more.
After the education industry, the agriculture industry (27.3%), the finance industry (27.1%), and nonprofits (26.6%) record some of the highest email open rates.
November sees some of the highest open rates (22.2%) and some of the lowest click-to-open rates (9.95%).
The publishing industry saw the highest landing page conversion rate at 38.32%.
The average email bounce rate across all industries is about 2.8%.
At around 0.2%, the average unsubscribe rate is even across all industries.
Monday’s average open rate is 22%, which is the highest throughout the week.
According to the statistics, email and email marketing are here to stay. By attracting leads and converting customers, email marketing can be a cost-effective game changer for big and small businesses everywhere.
If email marketing is right for you and your business, get started with Right Inbox today! Our email management software can take your business to the next level with email tracking, sequence creation, marketing design, and more – all from the comfort of your personal computer.