Email Marketing Statistics That You Need To Know


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Email marketing continues to be alive and well, contrary to what many people think.

It’s because it works.

Email marketing is one of the most efficient ways to communicate with customers.

Many studies have shown its effectiveness over all other marketing channels.

Email marketing combined with solid content is a sure-fire way to make a lasting impression and generate sales.

Take a look at these statistics and facts about email marketing if you don’t believe me!

Must-Know Email Marketing Statistics

Stat 1: The global number of email users was over 4 billion in 2021. It is expected that this figure will rise to 4.6 billion by 2025.

7.9 Billion is the world’s population!

Stat 2: In 2021, almost 319.6 million emails were sent and received daily.

This figure is expected to rise to 333.2 billion by 2022, and 376.4 billion by 2025.

Stat 3: The most used email clients, sorted by email opens, are Gmail (36.5%) and Apple iPhone (33%) respectively.

Stat 4: In 2020, there were over 4,000,000 email users worldwide. This number is projected to rise to nearly 4.5 billion by 2024.

Stat 5: The global email marketing market was worth almost 8.5 billion dollars in 2021.

This number was 7.5 Billion in 2020 and is expected to rise to 9.63 billion by 2022.

Email Marketing Conversion Statistics

HTML6: According the Barilliance email marketing stats, the open rate for emails (dataset contains aggregated data from 2016-2021), for 2021 was 43.76. This is slightly lower than 2020 data.

The click-through rate is much higher than 2020’s 15.22% and CTOR’s 19.92%, respectively. 

Stat 7: The same data also shows conversion rates for send base and click through base.

Similar numbers to 2020. Click through base CR is 15.22%.

Stat 8: Global data shows that Friday is the best day to open rates and Tuesday is the best for click-through rates.

Stat 9: CampaignMonitor analysis revealed that the most open industries are:

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

Stat 10: Social media marketing (8675) and email marketing (7766) were the best platforms for creating brand awareness.

Stat 11: The most expensive marketing channels for small businesses were email marketing, traditional marketing and Facebook.

“In 2030, social media was regulated. Email is still the best way to communicate directly with customers. Glenn Edley, Director & Email Strategist at Spike

Stat 12: According to the same Stat 7 study, the average email conversion rate in 2019 was 15.91%, 15.67% and 15.22% respectively.

While the CR for 2021 is lower than in previous years, we still expect to see 15% of CR for 2021.

Stat13: In 2019, a Statista survey revealed that 73% of in house marketers and 75% of agency marketers rated email marketing excellent or good for ROI.

Stat 14: The average email conversion rate per campaign is another indicator.

Campaign types that involve “browse abandonment”, have the lowest conversion rates with a 4.10% CTR.

Campaigns that include “email me my cart” are the most successful.

These emails will be sent to customers after they add an item to their cart, but leave without converting. 

Stat 15: A second study shows the average bounce rate of emails sent (including soft bounces). This average bounce rate is 0.7% for all industries.

Stat 16: The most common content types used by B2B marketers include

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

Stat 17: According to research, email newsletters (31%) are the most used method of nurturing leads.

Stat 18: We can also see the open rates and CTORs as well as the Unsubscribe rates. These are based on how many newsletter emails were sent per week.

Sending only one newsletter per week

  • Open rate: 30.09%
  • CTR: 3.63%
  • CTOR: 12.06%
  • Unsubscribe rate: 0.23%

If you send 2 newsletters per week;

  • Open rate: 24.76%
  • CTR: 2.82%
  • CTOR: 11.40%
  • Unsubscribe rate: 0.17%

If you send 3 newsletters per week;

  • Open rate: 22.45%
  • CTR: 2.24%
  • CTOR: 10.00%
  • Unsubscribe rate: 0.15%

Rates will decrease if there are more newsletters per week.

If you send 10 emails per week, your open rate is 15.96%, CTR is 1.52%, CTOR is 9.51%, and your unsubscribe rates are 0.09%.

Stat 19: A shorter email campaign has better results (a single message autoresponder cycle has a 98.39% opening rate and 37.26% CTR). 

Stat 20: With each passing hour, your prospects are less likely to open your emails. Nearly 22% of all email campaign openings occur within the first hour.

Stat 21: What are the tactics for email marketing campaigns?

Triggered emails are the most efficient with an open rate of 38.03%, CTR 6.76%, CTOR 17.77%, and unsubscribe rate of 0.43%.

Triggered email are those that are automatically sent via subscriber behavior.

Stat 22: Welcome email are great! Data shows that welcome emails have an average open rate of over 86% and a CTR of around 25%.

Stat 23: The best time to send reminder email is the one shown in the table below.

Send a reminder to a webinar participant at least one hour before the event. You will get 108.01% open and 39.26% click rate if you send the reminder prior to the event.

Stat24: How about forms on landing pages for collecting email addresses? Less is more.

  • Two fields in your form will convert to 3.07%
  • Forms with three fields are converted at 1.22%
  • Forms with more than 4 fields will convert at 1.16%

Stat 25: Don’t Spam! It’s a hateful habit that 43% of people report to spam. 

Stat 26: Nearly half of customers claim they have 50 email in their inbox.

Email Marketing Statistics: Wrapping Up

Email marketing is still a viable option, but it’s not dead. This is especially true when it comes down to its effectiveness.

Social media ads and posts generate buzz and awareness. But, emails that are carefully written and designed to get action from your recipients will be the best way to do so.

We are glad you enjoyed our summary of email marketing statistics.

No matter if you’re a small business or a large corporation, these statistics and figures can help you.

This information can be used to build smart marketing programs that will help your company dominate the competition.

This infographic has been prepared by us for email marketing statistics.

About the author

Kobe Digital is a unified team of performance marketing, design, and video production experts. Our mastery of these disciplines is what makes us effective. Our ability to integrate them seamlessly is what makes us unique.