The email, invented in 1971, is one of the oldest means of instant digital communication. Initially, it was used for quick and seamless communication within an organization, but it soon became the gold standard of marketing communication.
Fast forward to 2022, almost all organizations use email to communicate with their audience, nurture leads, and drive sales and revenue.
If you’re doubtful about the effectiveness of email marketing, here are 60+ statistics to change your mind.
Table of Contents
- Email usage statistics
- Day and time of sending emails
- Email content — subject, opening, body, and more
- Email automation statistics
- Desktop vs. mobile
- Email in B2C and B2B
- Email benchmarks — Open rate, CTR, and more
- ROI of email marketing
- Email deliverability statistics
- Personalization and segmentation
Email usage statistics
A large share of the global population uses email, and its popularity is only increasing. Here are some email usage statistics you should know.
- 4.03 billion people used email in 2020, and this number is expected to reach 4.6 billion by 2025. (Statista)
- Around 306 billion emails were sent and received in 2020, which is projected to reach 376 billion by 2025. (Statista)
- 9.59 billion daily emails were sent in the US in 2021, followed by 8.97 billion in Germany, 8.74 billion in Austria, 8.7 billion in China, and 8.63 billion in France. (Statista)
- The average person receives 100-120 emails per day. (Earth Web)
- The average user has 1.86 email accounts. Most people have two — a primary address and a secondary one. (99firms)
- Approximately 85% of all emails are spam. (Dataprot)
With the email market booming, several email clients have entered the market. As a result, users have an array of email clients to choose from. Despite that, Apple and Gmail continue to enjoy the majority market share.
The table below lists the top email clients and their global market share.
Day and time of sending emails
The day and time of sending an email significantly impact the open rate and engagement. The table below shows the email benchmarks by day.
Additionally, the time of the email also influences the open rate. The highest open rates are between 8 am and 12 pm (5-7%). The open rates peak at 9-10 am (~7%) and fall after 12 pm. After 4 pm, they begin plummeting rapidly and hit the lowest at 12–4 am (less than 1%).
So, avoid sending emails on weekends if you want high open rates and engagement. And on weekdays, send your emails at 9-10 am.
Email content — Subject, opening, body, and more
The success of emails depends significantly on their subject line and content. A good subject line ensures high open rates, whereas the body content determines the engagement and CTR.
The following statistics will help you frame better subject lines and email body content.
- 47% of users open an email based on its subject line. (AWeber)
- A subject line has 43.85% characters on average. (AWeber)
- Including the word “video” in the subject line increases the open rate by 19% and the click-through rate (CTR) by 65%. (Syndacast)
- 69% of users decide whether the email is spam based on the subject line. (Invesp)
- Emails with a subject line of 6-10 words have the highest open rate — 21%. (Invesp)
- Emails with an emoji in the subject line have an average open rate of 39%. (Klaviyo)
- Videos in your emails can increase their click-through rates (CTR) by 300%. (Martech Advisor)
- Emails with the recipients’ names in the subject lines have an open rate of 18.3% compared to 15.7% for subject lines without names. (Marketing Experiments)
- Emails with a short copy (fewer than 95 words) have a CTR of 40.19%, compared to 34.38% for a long copy (more than 170 words). (Marketing Experiments)
- 68% of millennials like using emojis, stickers, and GIFs in their emails. (Inc)
- Two-thirds of email users prefer emails consisting primarily of images. (HubSpot)
- Adding a video to your emails can increase their CTR by 200-300%. (Forrester)
Email automation statistics
Managing emails at a large scale can be challenging. If done manually, it can take a lot of time and eat up your resources. And here’s where email marketing automation comes into the picture.
So, if you’re new to email marketing automation, here are some statistics you should know about:
- The global email software market was valued at $1.2 billion in 2020 and is projected to reach $2.53 billion by 2028. (Fortune Business Insights)
- 51% of companies use email automation. (Email Monday)
- 47% of marketers consider email automation a high-return investment. (Venture Beat)
- The key benefits of email automation are saving time (30%), lead generation (22%), high revenue (17%), customer retention (11%), monitoring marketing campaigns (8%), and shortening the sales cycle (2%). (Amazon)
- Businesses use automation to send welcome emails (47%), promotional sales emails (46%), transactional emails (28%), invitations and reminders (27%), blog updates (26%), upselling emails (23%), and event-triggered emails (15%). (Amazon)
- Triggered email campaigns have an open rate of 46%, a CTR of 11%, and a click-to-open rate of 24%. (Get Response)
- Triggered emails have 8x open rates and higher earnings than bulk email campaigns. (Experian)
Desktop vs. mobile
The increasing adoption and usage of mobile devices have made it essential for marketers to fine-tune their email campaigns for mobile. However, desktops are still prominent for email marketing communication.
Here are some email statistics for mobile and desktop devices:
- More email views come from mobile devices (41%) than desktops (39%). (HubSpot)
- 81% of people check their email on smartphones, 74% on desktops/laptops, 21% on tablets, and 2% on a smartwatch. (Adobe)
- Email campaigns designed specifically for mobile get 15% higher clicks on mobile. (MailChimp)
- 80% of people will delete an email that’s not optimized for mobile. (CleverTap)
- 75% of Gmail users access their emails on their phones. (TechCrunch)
- 23% of users who open an email on mobile will open it later on desktop. (Campaign Monitor)
- Emails opened on both mobile and desktop have a 65% higher CTR. (Campaign Monitor)
Email in B2C and B2B
Email is an effective lead nurturing and engagement channel for B2C and B2B companies. However, how the two business types approach email marketing can be different. The following statistics will give you an idea of email marketing in B2C vs. B2B.
Email in B2B
- 64% of B2B marketers consider email marketing an effective strategy to meet their business goals. (HubSpot)
- Over 80% of B2B marketers say email newsletters are their preferred form of content marketing. (Content Marketing Institute)
- 31% of B2B marketers say email newsletters are the most effective strategy for lead nurturing. (Content Marketing Institute)
- 59% of B2B marketers consider email the top channel for revenue generation. (Optinmonster)
- 77% of B2B marketers use email marketing to increase website traffic and sales. (SuperOffice)
- B2B brands send email campaigns every 25 days. (SuperOffice)
- B2B email campaigns have an average open rate of 15.1%. (DMA)
- The average bounce rate of B2B email campaigns was 1.2% in 2020. (Emfluence)
Email in B2C
While the effectiveness of email marketing in B2B is well established, it works wonders for B2C businesses too. Let’s look at some stats that build the case for email marketing in B2C.
- 80% of B2C marketers believe email marketing increases customer retention. (Sales Cycle)
- 59% of customers say marketing emails influence their buying decisions. (Sales Cycle)
- B2C emails have an 8% higher open rate than B2B emails. (Emfluence)
- Email is the preferred communication channel for 61% of consumers. (Statista)
- 72% of B2C marketers use email automation for content distribution. (Content Marketing Institute)
- Over 80% of retail brands say email marketing is great for customer acquisition and retention. (Emarsys)
Email benchmarks — Open rate, CTR, and ROI
The table below lists the average email benchmarks.
Industry-wise email statistics and benchmarks
Email marketing is prevalent across industries. However, the benchmark metrics can vary from industry to industry.
The table below outlines the email benchmarks across industries.
As you can see, education, agriculture and fishing, finance, and nonprofit organizations witness the best open rates, CTR, and click-to-open rates. On the other hand, retail, restaurant, and wellness businesses must be more creative with their email strategy.
So, these industry-specific benchmarks mentioned above will help you evaluate your email marketing campaigns and make informed decisions.
For instance, suppose you’re an advertising agency. If your emails have an open rate of 25% (20.5% industry benchmark), your emails are doing better than most of your competitors.
ROI of email marketing
Email marketing has a return on investment (ROI) of $36 per every $1 spent, one of the highest among all marketing strategies. (Litmus)
The table below lists the ROI of email marketing across industries.
Email deliverability statistics
You have a fantastic email newsletter idea that you believe will boost customer engagement, sales, and revenue. So, you create the email, set up an email campaign, and broadcast the email to your subscribers.
However, what if your emails don’t end up in your subscriber’s inbox?
Low deliverability is a major threat to your email marketing strategy. Not only does it affect your email ROI, but it also indicates a bigger problem for your business’s reputation.
Here are some email deliverability statistics you should be aware of:
- The average email deliverability rate is 88.9%. (EmailToolTester)
- 11.1% of the emails never reach the inbox. (EmailToolTester)
- A separate study showed that the average email deliverability rate was 79.6%, and 20.4% of emails either ended up as spam or weren’t delivered. (Influencer Marketing Hub)
- Over 45% of all emails end up in spam. (Statista)
Personalization and segmentation
If you want to make your email marketing campaigns more successful, here’s the silver bullet — personalization. So, segmenting and personalizing your emails can take their open rates and CTR through the roof.
Here are some email personalization statistics to know about:
- Segmenting your email campaigns can increase the CTR by 50%. (HelpScout)
Personalizing your email campaigns can also improve the open rate, CTR, and other benchmarks. The table below shows the improvement in benchmarks after personalizing your emails.
- Another experiment showed that segmented email campaigns achieve a 94% higher open rate and 38% higher CTR than non-segmented email. (SuperOffice)
- Marketers say segmented emails help them increase revenue by 760%. (Business2Community)
- Emails with a personalized subject line have a 62% higher open rate. (Campaign Monitor)
- 58% of all email-driven revenue is generated by personalized and segmented emails. (Active Trail)
However, personalization can also backfire if done incorrectly. Email users find the following things the most frustrating about personalization:
- Items not matching their interests (34%)
- Expired offers (24%)
- Name misspelling (15%)
- Inappropriate location or season (14%)
- Already purchased promotions (13%)
Therefore, if you’re planning to implement personalization, do it correctly. So, understand your audience well and carefully curate your email lists. And make sure that your emails align with the interests of the recipients.
Whether you’re a startup, small business, or large enterprise, you can leverage email to nurture your leads and generate sales and revenue. Email marketing offers an amazing return on investment, and if done correctly, it can also catalyze business and revenue growth.
The first step in implementing a successful email marketing strategy is to build a targeted email list.
Here’s where QR codes can help. Create an email QR code to allow your audience to send you an email with a single scan. Thus, you can collect your audience’s email IDs and grow your email list.
So, Sign Up for QRCodeChimp to get started