The Ultimate List of Email Marketing Statistics For 2022

Updated Aug 3, 2022.
email-marketing-statistics

Many online guides claim that email marketing is dead. However, the current data shows email is still one of the most influential and low-cost solutions for small businesses to reach customers. 

Read on to discover the latest email marketing statistics and see the state of email marketing. Unlike the marketer’s subjective opinions, these numbers prove that email marketing is long from over. In fact, email marketing is still growing and improving. 

u003c!u002du002d wp:heading u002du002du003ernu003ch2 id=u0022h-email-marketing-stats-highlightsu0022u003eEmail Marketing Stats (Highlights)u003c/h2u003ernu003c!u002du002d /wp:heading u002du002du003e u003c!u002du002d wp:list u002du002du003ernu003culu003ern tu003cliu003e4.3 billion (more than half of the world population) people use email; 99% check their email every day.u003c/liu003ern tu003cliu003eEmail engagement rates have gone up 21% in the last two years.u003c/liu003ern tu003cliu003eThe average email conversion rate is 6.05%; plus, email marketing has an ROI of 42:1.u003c/liu003ern tu003cliu003eEmail is 40x better than social media for acquiring customers and increasing customer retention.u003c/liu003ern tu003cliu003eThe average email click-through rate is 2.3% (down from 2.6% last year) across all industries.u003c/liu003ern tu003cliu003eEmails sent on Tuesday (2.73%) show the highest click-through rates; Thursday (18.6%) receive the highest open rates.u003c/liu003ernu003c/ulu003ernu003c!u002du002d /wp:list u002du002du003e

Email Usage Statistics

1. More than 4.3 billion people use email, which is set to grow to 4.6 billion users in 2025.

(Statista) 

Additionally, 333 billion emails are sent and received every day globally, which will increase to 376.2 billion by 2025. 

These two numbers prove that email marketing is long from over. In fact, it is expanding. 

Indicating that the business needs to define an email marketing strategy because the opportunity is still here. 

Number of emails sent and received per day

2. 99% of email users check their inbox every day, some as much as 20 times a day 

(OptinMonster, HubSpot)

Of which 58% check their inbox first thing in the morning. In comparison, only 14% open a social media platform for the first check of the day. 

Moreover, consumers also check their inboxes as a complementary activity; almost 69% check their inbox while watching TV. Additionally, 79% of people check their emails even when they are on vacation. 

Still, as much as 40% of email users say they have at least 50 unread emails in their inboxes. 

During vacation, how often do you check your work email

3. 59% of Millennials and 67% of Gen-Zers primarily use their mobile to read and send emails

(Bluecore Web)

More than half (53%) of consumers say they mostly or always use mobile devices (excluding tablets) to check their email. Yet, about 20% of email campaigns are not optimized for mobile devices. 

Additionally, 64% of Millennials consider email a “fact of everyday life.”

Moreover, 61% of consumers like brands that contact them via email rather than any other communication channel (social media, personal messages, or calls). In fact, it remains the first choice among all age groups:

  •  74% of Baby Boomers choose email over other communication channels. 
  •  72% of Gen-Xers prefer brand communications via emails.
  •  64% of Millennials and 60% of Gen-Zers say communications from brands via emails feel more personal. 
of the channels from which you receive communications from brands, which feel most personal

4. 91% of women and 89% of men in the US use email 

(Statista’s Daily Emails by Country Report, Adobe)

90.3% of the people in the US use email. Moreover, it is the country with the highest number of emails sent daily. Over 10 billion emails are sent and received in the US alone. 

91% of women and 89% of men in the US use email

5. An average American spends almost 5 hours checking and responding to emails daily. 

(Adobe)

Yet, inexplicably, most people say their frequency of checking email is “just right.” 

Back in 2021, an individual spent 3+ hours (209 minutes) checking inboxes and responding on a given weekday, which is less than 256 minutes back in 2016. 

Furthermore, an average American spends 2+ hours (143 minutes) daily checking inboxes and responding to personal emails. This, too, is decreasing YoY. Back in 2016, people spent 156 minutes on average checking personal emails. 

Nevertheless, Adobe’s recent email marketing stats indicate that Millennials are protecting their time spent on checking emails for other personal pursuits. 

As of 2019, 50% of Millennials say they wait until they get to work to review work emails. 

On a side note, according to Adobe’s email statistics report, only ¼ of marketing emails are interesting enough to open. So, ensure to use engaging email newsletters when planning for an email campaign. 

An average American spends almost 5 hours checking and responding to emails daily

B2B Email Marketing Statistics

6. 81% of B2B companies say email newsletters is one of their most used form of content marketing 

(Content Marketing Institute)

Email newsletters are next only to social media content (95% use it) and blog posts ( 89% use it) when it comes to the most preferred digital marketing channel among B2B marketers. 

31% of organizations say segmented email campaigns are the best way to nurture leads. Moreover, 87% use email marketing as an organic content distribution channel. 

Content types B2B marketers used in last 12 months

7. 59% of B2B organizations do not use email marketing at all or don’t know how to make it work 

(SuperOffice’s State of B2B Marketers Report) 

Where 45% of B2B companies consider email the most effective digital marketing channel, 59% don’t use email marketing. 

However, it is ambiguous whether they don’t use email marketing or don’t know how to make it work. The reason for ambiguity: SuperOffice report is based on 1000 organizations only. 

And Fortella’s B2B Marketers 2021 report indicates that at least 80% of organizations have a reliable email marketing tool in their tech stack, equal to the proportion of CRM tools used by the B2B companies. (Based on 1000+ B2B companies with more than US$ 59 million in annual revenue). 

Not to mention that all the other digital marketing tools like social media management tools (79%), marketing automation tools (78%), web analytics tools (76%), business intelligence and analytics tools (51%) are less popular among the B2B marketers compared to the email marketing tools. 

Which of the following digital marketing tools are currently in your tech stack

8. 90% of B2B companies say email engagement is the top metric they track to measure content performance.

(Content Marketing Insights, 2020)

As of 2020, 85% of B2B organizations use a mass email marketing tool to assist with content marketing, next to analytical tools (86% of B2B marketers use it). 

However, when it comes to content creation for email marketing, over 84% outsource it to outside services or freelancers. 

Moreover, the average number of email recipients for which B2B marketers create email content is just 4, indicating most believe in sending personalized emails. 

Technologies B2B Organizations Use to Assist with Content Marketing

9. 64% of B2B organizations say that they use email automation techniques

(email Monday)

 33% say their automated email marketing programmers are always or mostly unsuccessful. In fact, only 8% of B2B companies using marketing automation tools for email marketing campaigns say their campaigns are very successful. 

Still, 59% of B2B content marketers say automated email marketing is quite successful. 

How successful would you say you have been in implementing automated email marketing programmes

B2C Email Marketing Statistics

10. If a company sends less than five newsletters per week, customers are more likely to open the emails. 

(Campaign Monitor)

Nevertheless, newsletters have one of the lowest open rates, at 20.48%. Today, you cannot simply use a newsletter tool and expect user engagement. 

Campaign Monitor’s email marketing metrics indicate that at least 80% of customers say they would like to receive personalized experiences. 83% of customers are even ready to share their data to receive relevant content via email. 

The good news is 9 out of 10 companies consider personalization as one of the most effective ways of reaching customers, if not essential, to get the most out of their email strategy. 

Top 10 personalization factors used

11. 86% of people say they like to receive promo emails at least monthly, and 15% would like to receive emails every day.

(Marketing Sherpa)

96% of people (earning US$ 76K to US$ 99K annually) and 92% of people (earning more than US$ 100K annually) would like to receive emails from their favorite companies. 

Moreover, 50.7% of email subscribers say marketing and advertising emails provide valuable insights about the products and services and influence their buying decision. 

86% of people say they like to receive promo emails at least monthly

Email Marketing Statistics: The Benefits of Email Marketing (Not Just Another State of Marketing)

12. Email marketing is 56% more effective than any other method, making it the most effective approach. 

(eMarketer)

Social media (37%) and blog posts (32%) — the second and third most effective marketing strategies for increasing customer retention, fall way behind email marketing. 

13. 80% of professionals say email marketing drives customer acquisition and retention 

(eMarketer)

Organic search (62% of professionals say), paid search (59%), social media (51%), retargeting (49%), referral marketing (21%), mobile marketing (16%) — all the other digital tactics for acquiring customers and increasing retention were chosen by fewer respondents. 

Furthermore, Campaign Monitor’s recent email marketing statistics indicate that as much as 41% of marketers say email marketing is very critical for the company’s overall success. 90% say e-mail marketing is somewhat crucial for the organization’s overall success. 

Email grows your business

14. Although it’s not a competition, email marketing conversion rates are 3x more than social media conversion rates. 

(OptinMonster)

Content marketers say a reasonable conversion rate is between 2% and 5%. 

Guess what?

The average email conversion rate is 6.05%, a point higher than what is considered good. On the other hand, the social media conversion rate is just 1.9% (3x less than email). 

Even the average engagement rate for email marketing is higher (open rate — 22.86%, CTR — 2.33%) than the social media engagement rate (0.58%). 

Moreover, over 60% of users say they have purchased a product or service because of the marketing emails. In comparison, only 12.5% have purchased using the buy button on social media platforms. 

However, marketers use email marketing and social media for different reasons. So, it is not a competition. 

For instance, email marketing allows marketers to deliver personalized messages to customers. Most marketers use email campaign tactics to build relationships with customers — explaining why most people purchase a product after receiving marketing emails. 

Whereas marketers mainly use social platforms to drive website traffic, build a community, and build brand loyalty. That is to say, don’t treat email marketing as a replacement for social media.

Email Marketing vs. Social Media Statistics

Mobile Email Marketing Statistics

15. Apple Mail on the iPhone is the most popular email client with a market share of 38.2%, followed closely by Gmail.

(Litmus, August 2021)

Litmus.com’s email statistics reports of 2021 suggest Gmail is the second most popular email client, with a market share of 35.6 (up from 27.2 last year). 

Apple Mail on Mac (10.4%), Outlook (6.0%), Yahoo! Mail (4.3%) are the other popular email clients worldwide. 

Top 10 email clients overall

Clearly, it means that most users access emails on a mobile device, the stats suggest the same. 

  •  41.6% use a mobile device to check their inbox and respond to messages.
  •  16.2% use a desktop to access their emails. 
  • Another 40.6% are open by webmail (like Gmail, Yahoo! Mail, Outlook.com). 

Over 90.5% of people view their emails on an iPhone (in the most popular mobile opens category). 4.5% (down from 5.0 last year) view email via Google Android. 

In the most popular webmail opens category: 86.3% use webmail to access Gmail. 10.5% access Yahoo! Mail. 

Opens by environment

Nevertheless, 75.55% of all marketing emails are opened on desktop or webmail. In fact, only 25.45% open marketing email on mobile devices. 

However, when it comes to marketing emails CTR, the margin between mobile devices (45.10%) and webmail or desktop (54.90%) is pretty tight. 

Meaning when planning to send a marketing email to the users, ensure to optimize it for mobile devices. 

16. Nearly 1 in 5 emails are not optimized for mobile devices. 

As mentioned earlier, 41.6% use a smartphone to check their inbox, which is based on American respondents (nearly 65% of their data comes from the United States). 

Nevertheless, almost all the email marketing stats on the internet (global respondents) indicate that the percentage of emails opened on mobile is at least 50%. And that sound’s right because as of 2021, smartphones are the most owned and used device globally. 

Yet 20% of marketers do not make their emails mobile-friendly. 

Nearly 1 in 5 emails are not optimized for mobile devices

17. Emails opened on desktop have 3x more click rates than emails opened on smartphones and tablets. 

(Mailchimp)

6.7% is the total click rate for PC users, 5.6% is the click rate for tablet users. Coming to the unique and total click rates of mobile phone recipients are just 2.7% and 3.9%, almost three times lower than the desktop users. 

Unique and total click rates

Furthermore, deeper links receive fewer clicks than the ones that appear first. Once again, the performance of deeper links on mobile phones is poor than desktop. 

Click rate by link depth

Email Marketing ROI Statistics

18. For every one dollar spent on email marketing, an organization receives US$ 44 in return. 

(Campaign Monitor)

Marketers consider an ROI of 5:1 as good for marketing campaigns; the average email marketing ROI is 44:1. Two years ago, the average email marketing ROI was US$ 36 for every one dollar spent on email marketing. 

Almost all companies are starting to realize the effectiveness of email marketing, especially since the pandemic. In fact, the pandemic has nearly tripled the email volume sent by companies. 

Since the pandemic, 37% of brands have increased their email budget; only 1.3% have cut their email marketing budget. 

Also, important to note that email marketing generated US$ 8.49 billion in marketing revenue worldwide in 2021 alone. Before the pandemic, the opposite was true. 

Email Marketing ROI by industry

19. Triggered emails receive 8x more opens and greater earnings than typical bulk emails.

(Campaign Monitor)

Triggered email marketing campaigns have an average open rate of 46%, a CTR of 11%, and a CTOR of 24%. 

Also important to note, newsletters have the lowest open rate, at 20.48%. 

Email Marketing Statistics: Open Rates, CTR, and CTOR 

20. Welcome emails have an average open rate of 80%, the average click-through rate of 26%, and an average click-to-open rate of 28.70%. 

(GetResponse)

Still, only 79% of organizations send welcome emails. 

Furthermore, the average email open rate is 21.44% if the email has a graphic image. The average CTR is 2.68%, and the average CTOR is 12.47%. 

About text-based email newsletters: the open rate is 15.2%, the CTR is 1.56%, and the CTOR is 10.63%. 

Additionally, GetResponse’s email marketing statistics indicate that the bigger the list, the lower are the open rates, CTR, and click-to-open rates. 

List sizeAverage
open
rate 
Average
CTR
Average 
CTOR
Average
Unsubscribe
rate
Average 
Spam
rate
1000-249932.11%  4.23%   13.16%   0.20%0.01%
2,500 – 4,99926.00%3.39%   3.39%   0.16%0.01%
5,000 – 9,99922.31%2.80%12.57%   0.14%0.01%
50,000 – 99,99916.33%1.91%11.70%0.10%0.01%

These latest email marketing benchmarks from GetResponse indicate that segmented email campaigns are far more successful than those sent to all potential customers. 

The emails that marketers currently send

21. The phrase “infographic” in the subject line has the lowest open rate (2.93%), CTR (0.74%), but the highest click-to-open rates (25.29%) of all common phrases used in the subject lines. 

(GetResponse)

Some phrases in the email subject lines lead to higher open rates, CTR, and CTOR. 

Phrases Average
open
rate 
Average
CTR
Average 
CTOR
Average
Unsubscribe
rate
Average 
Spam
rate
video19.65%2.54%   12.94%0.12%0.01%
newsletter24.77%8.26%33.35%0.09%0.01%
?18.70%1.74%9.32%0.14%0.01%
!19.47%2.24%11.50%0.13%0.01%
sale17.79%2.16%12.14%0.11%0.01%
free17.41%2.75%15.79%0.12%0.01%

Many marketers use phrases “sale” and “free” in the subject line just to get the audience’s attention. But these email marketing stats prove that such cheap tricks will not help your marketing campaign. 

On the other hand, email marketers who use genuine phrases like “monthly newsletter” in the subject lines receive high open rates and increase customer retention. 

22. Personalized subject lines have higher engagement rates – 20.66% vs. 19.56% open rates of non-personalized subject lines. 

(Get Response)

Personalizing the subject lines leads to a higher open rate (20.66%), CTR (2.62%), and CTOR (12.70%) than subject lines without personalization — open rate (19.56%), CTR (2.33%), and CTOR (11.92%). 

That’s only a one percentage point difference. Still, a personalized subject line is a way to go during segmented campaigns. 

Likewise, personalized emails (body) receive the highest open rates (21.75%), CTR (2.48%), and CTOR (11.42%) than non-personalized emails. 

Furthermore, 241-250 characters subject lines receive the highest engagement. 

Personalized subject lines have higher engagement rates - 20.66% vs. 19.56% open rates of non-personalized subject lines

Needless to say, a subject line that has 1-60 characters has lower engagement rates. 

Personalized subject lines have higher engagement rates - 20.66% vs. 19.56% open rates of non-personalized subject lines - less characters

23. Emails with a preheader have higher average open rates — 22.28% vs. 19.33% open rates of emails without a preheader. 

(GetResponse)

Many marketers consider preheader as the subject line’s best friends, as it appears next to the email subject line. 

GetResponse’s email marketing stats indicate that emails with a preheader receive a higher open-rate (22.28)%, CTR (3.36%), and CTOR (14.88%). In comparison, emails without a preheader have a low open rate (19.33%), CTR (2.23%), and CTOR (11.51%). 

Yet, only 14% (up from 11% last year’s) of email marketers use a preheader after the subject line. 

Emails with a preheader have higher average open rates

24. The average email open rate for the business and software category is 20%, the industry average is 20.94%.

(HubSpot)

The real estate industry has the highest average open rate; internet users open 26% of emails. 

But it also has the highest unsubscribe rate, 0.6%, followed by telecom (0.5%), software (0.5%), retail (0.5%), manufacturing (0.5%), electronics (0.5%), business (0.5%), and education (0.4%). 

The education industry has the second-highest average open rate, 25%.

The fintech and manufacturing industry has an average open rate of 23%, while the computer and electronics industry has the lowest open rate of all, only 19%. 

The computer and electronics category also has the highest bounce rate; 0.9% of emails are never successfully delivered. At the same time, the media industry has the lowest bounce rate of all, 0.3%. 

The average email open rate for the business and software category is 20%

25. The average email CTR is 2.3% (down from 2.6% last year), across all industries. 

(GetResponse)

Click-through rate (CTR) is a measure of how many people clicked at least one link, image, or call-to-action prompts enclosed within successfully delivered emails. 

In 2020, the average CTR was 2.6%, which decreased by 0.3% to 2.3% in 2021. 

As of 2021, the hobbies (independent artists, writers, and performers) industry has the highest click-through rates, with over 5.1% of all emails delivered obtaining at least one click. 

The media and publishing sectors have the second-highest click-through rates, 4.62%. The government emails have a CTR of 3.99%, the third-highest. 

26. Emails sent on Tuesday (2.73%) show the highest click-through rates, Thursday (18.6%) receives the highest open-rates 

(Omnisend, GetResponse)

Ominsend email marketing statistics report that Monday and Saturday are the worst days to send weekly newsletters. Wednesday is the second-best day for sending emails if you are aiming for high open rates. 

Emails sent on Tuesday (2.73%) show the highest click-through rates

Furthermore, 8 AM is the best time of the day to send emails if you want to maximize your open rates. 20.32% is the open rate for emails sent at 8 AM, while the CTR is 7.79%. 

Emails sent at 5 PM receive the highest click-through rates, while 8 AM, 1 PM, and 4 PM are the second, third, and fourth-best time of the day to expect the highest CTR. 

Moreover, email marketing campaigns planned for 10 AM have the highest open rates (19.66%). However, the average conversion rate is just 4.66%. 

On the other hand, an email marketing campaign set for 4 PM receives more sales (10.66 is the average campaign performance), indicating that users do not spend money in the morning. 

Be that as it may, GetResponse email marketing statistics indicate that Monday is the second-best day to send promotional emails. 

The same email marketing metrics also contradict Omnisend’s worst days for email marketing campaigns, and reports Saturday and Sunday are the worst days for sending emails. 

Nevertheless, both reports agree that emails sent on Tuesday and Thursday have the highest CTR. 

Nevertheless, both reports agree that emails sent on Tuesday and Thursday have the highest CTR

Email Automation Statistics

27. At least 51% of organizations are using automation for email campaigns. 

(Smart Insights)

Over 45% of organizations think that the money spent on the automated email marketing tool is worth the price. 22% say automated marketing tools are expensive but worth it. 

And it’s pretty successful too. For instance, automated welcome emails have an average open rate of 80%, an average click-through rate of 26%, and an average click-to-open rate of 28.70%. 

Automated emails sent inviting and reminding the customers have high engagement rates. For example, the average open rate of automated email inviting users for a webinar is 26.04%, CTR of 3.57%, and CTOR of 13.72%. 

Webinar ReminderAverage open rate Average CTRAverage CTOR
Sent at start time104.01%41.10%39.17%
Sent 5 minutes before the webinar115.46%52.86%45.79%
Sent 1 hour before the webinar138.41%64.41%46.54%
Sent a day before the webinar133.01%29.89%22.47%

28. Over 68.5% of marketers say email automation has improved the targeting of messages.

(Smart Insights)

And they use it for sending all types of emails: 

  •  47% use automation to send a welcome email
  •  46% use automation to send a promotional email 
  • 28% use automated tools to send transactional emails 
  •  27% use email automation for invitations and reminders
  •  26% use it to send blog post updates, etc. 
Automated emails used

29. Saving time (30% of marketers say), lead generation (22%), higher revenue (17%) are the most prominent benefits of email automation.

(Smart Insights)

Nevertheless, 44% of marketers say delivering personal content is the biggest challenge when sending automated emails. 

Still, the recent email marketing stats from Smart Insights indicate that 94% of marketers believe that marketing automation is improving. 

On a side note, the single-message autoresponder has an astounding open rate (98%) and CTR (37%).

To what extent is Content Personalization via marketing automation changing

How to Improve Your Email Marketing Performance? 

30. 55% of B2C marketers are missing out by rarely or never A/B testing and multivariate email testing.

(Litmus)

 9% of brands A/B test once per month to know more about the behaviors of their email subscribers. 8.9% test once per quarter. 9.7% do A/B tests once a year, whereas over 55% never or rarely do A/B tests. 

In the case of email elements, most companies limit their A/B testing to subject line (95%) and CTA prompts (62%). 

Images (42%), heads and subheads (33%), company name position (24%), number of content blocks (19%) are the least tested elements.

How often does your company typically A-B or multivariate test emails

31. 91% of customers expect interactive content, but only 17% of marketers provide it. 

(HubSpot)

Campaign Monitor’s latest email marketing statistics indicate that interactive emails increase CTOR by 73%, making it a powerful marketing tool. 

Still, the number of marketers who use interactive content in an email marketing campaign have reduced by 25%. Moreover, 50% say they have no plans to use interactive emails in the coming future. 

How Can These Email Marketing Statistics Help You? 

Besides informing you about the state of email marketing, these latest email marketing statistics inform you about which email marketing strategies perform and which don’t. 

For instance, emails sent on Tuesday and Thursday have engagement rates. And emails with a preheader outperform those without a preheader. 

Additionally, these email marketing statistics prove that strategies like automation, personalization, segmentation and engaging content formats help organizations generate more returns on their investment. 

Moreover, it informs that emails are still one of most popular marketing tactics among marketers’. 

Sources

Anastasia Belyh

Editor at FounderJar

Anastasia has been a professional blogger and researcher since 2014. She loves to perform in-depth software reviews to help software buyers make informed decisions when choosing project management software, CRM tools, website builders, and everything around growing a startup business.

Anastasia worked in management consulting and tech startups, so she has lots of experience in helping professionals choosing the right business software.