32 Latest Email Marketing Statistics And Trends For 2022

Email Marketing Statistics

Email marketing is often overshadowed by newer and more trendy marketing methods like social media or influencer marketing. However, any real marketer knows that email marketing has real potential, and should play some part in a well rounded marketing strategy.

Email marketing is as relevant as ever, and that’s why it’s important to stay up to date on the latest information and trends relating to the industry.

In this article, we’ll take a look at the latest email marketing statistics and trends to help you learn more about the state of the email marketing industry today.

Ready? Let’s get started.

General email marketing statistics

New to email marketing? Here are some general email marketing statistics that will give you an overview of the importance and effectiveness of email marketing.

1. Around 319 billion emails are sent every day

Email is a big deal. There’s no doubt about it. Although messaging apps and communication tools like Slack are becoming commonplace, email still remains one of the main ways that people stay in touch.

In fact, over 3 billion emails are sent every day. Many people use email for business, or for personal communication, and a good proportion of this is made up of marketing emails.

Around 319 billion emails are sent every day

Source: Statista1

2. Email is the 3rd most used marketing channel in 2021

When it comes to marketing, email still remains popular too. Although the popularity of email as a marketing channel has dropped slightly in the last few years, it’s still the 3rd most used marketing channel.

Currently, the most popular marketing channel for businesses is social media, followed closely by websites.

Email is the 3rd most used marketing channel in 2021

Source: HubSpot State of Marketing Report 2021

3. Email marketing can yield as much as $36 for every $1 spent

One of the main benefits of email marketing is that it’s famous for offering extremely high return on investment.

In fact, many studies have shown that it has the highest ROI of all marketing channels. A study by Litmus found that email marketing returns can be as much as $36 for every $1 spent on a campaign.

Source: Litmus

4. 64% of small businesses currently use email marketing as part of their marketing strategy

Email marketing is extremely popular with small businesses, as it offers a great way for them to stay in touch with their customers without too much expense or time spent.

With tons of automation options available, email marketing campaigns can be quick and easy to execute making them a favorite amongst SMBs. According to Campaign Monitor, 64% of small businesses currently use email as part of their marketing strategy.

64% of small businesses currently use email marketing as part of their marketing strategy

Source: Campaign Monitor1

5. Over 30% of businesses use Mailchimp to send marketing emails

As email marketing has grown in popularity over the years, many tools and SAAS products have been developed to make email campaigns easier to execute and more streamlined.

According to HubSpot, the most popular email marketing tool used by businesses to send emails is MailChimp. Around 30% of marketers said that this was their email tool of choice. Other popular tools included Constant Contact, Salesforce and Sendinblue.

Over 30% of businesses use Mailchimp to send marketing emails

Source: HubSpot State of Marketing Report 2021

6. The average email open rate is just less than 20%…

Although email marketing is known to be quite effective, less than 20% of all emails actually get opened. Across all industries, the average open rate stands at 17.57%. However, this does increase for certain industries.

For example, open rates for emails sent by faith-based organizations are almost 30% on average. The industry with the lowest open rates is repair and maintenance which has an average rate of 9.45%.

Source: Constant Contact

7. …And the average click-through rate is 11.8%

Click through rates for emails are quite high in comparison to other channels such as search ads. According to Constant Contact, the average email CTR is 11.8%. The industry with the highest CTR on average was financial services, with 12.88%. The industry with the worst CTR is Dining and Food services with only 4.5%.

Source: Constant Contact

8. When it comes to customer acquisition, email is 40x more effective than social media

If you’re keen to gain new customers and generate leads, email marketing is the way to go. According to a study published by McKinsey, email marketing is remarkably effective when it comes to customer acquisition.

Compared to other popular acquisition channels like social media, email has proven to be as much as 40X more effective.

When it comes to customer acquisition, email is 40x more effective than social media

Source: Mckinsey

9. US companies alone spent over $3 billion on email marketing in 2019

The email marketing industry is booming, and more and more companies around the world invest millions every year. According to Statista, companies in the US spent more than $3 billion on their email marketing efforts in 2019.

However, this figure is relatively low when compared to social media marketing, which US companies spent over $40 billion on in 2020.

Source: Statista3

10. The email marketing industry is worth around $8.49 billion as of 2021

According to Statista, the estimated worth of the email marketing industry stands at around $8.5 billion. However, the same study found that the growth of the industry is expected to remain consistent over the next 6 years. By 2027, the industry is expected to be worth almost $18 billion.

Source: Statista2

Email marketing best practices statistics

In order for your email marketing campaigns to be a success, there are certain best practices that you should follow to maximize ROI. Here are some email marketing statistics related to crafting the perfect email marketing campaign.

11. Saturday is the worst day to send marketing emails…

When it comes to sending marketing emails, when you send them is just as important as what the emails contain.

Campaign Monster conducted a study which found that the overall worst day to send emails is Saturday. Saturday has the lowest open rates of all days (17.3%) and the worst click-through rates too at only 2.4%.

Source: Campaign Monitor5

12. …And Friday is the best

If you’re keen to maximize the ROI of your campaigns, avoid Saturdays and choose Fridays instead. The study by Campaign monitor found that open rates were highest on Fridays at 18.9%.

Click-through rates were also highest at 2.7%. On Fridays, click-to-open rates were also high at 14.5% which was level with the CTO rates on Tuesdays.

Friday is the best day to send marketing emails

Source: Campaign Monitor5

13. The open rate of emails that feature emojis in the subject line is over 50% higher than those that don’t

Don’t be afraid to get a little creative when it comes to crafting the perfect subject line for your emails. Subject lines need to be eye-catching in order to grab the reader’s attention, and stand out from the hundreds of other emails in their inbox.

Emojis are a great way to make your emails stand out. According to Campaign Monitor, emails with emojis in the subject line have 50% higher open rates than those that don’t.

Source: Campaign Monitor3

14. ¾ of marketers say personalization increases engagement

Personalization is a big deal in email marketing right now. After years of testing and studies, many marketers have found that adding personalized elements to emails can help increase engagement and ROI.

In fact, around 75% of marketers agree that this is the case. Personalization can be as simple as adding a person’s name into the subject line, but there are many more intricate ways you can make emails more personalized to the reader.

Source: Litmus

15. Birthday emails generate over 3x more revenue than regular marketing emails

One way in which personalization can be achieved in your email marketing campaigns is by sending your email contacts birthday emails.

Many companies do this, and it’s common to send personalized offers to customers on their birthdays. According to Litmus, birthday emails generate 3X more revenue on average than regular marketing and promotions emails.

Source: Litmus

16. Interactive emails generate 2x more conversions on average than passive emails

Another study by Upland also found that adding interactive elements to your emails can help to increase conversion rates. Interactive elements are features that encourage readers to actively engage with the content by clicking, swiping or tapping.

They also can be as simple as encouraging readers to watch a video clip or a GIF. According to Upland, emails with interactive elements generate 2X more conversions than plain text emails.

Source: Upland

17. Segmenting emails can increase revenue by as much as 760%

Segmenting your email list into smaller sections based on information such as demographics and purchase history can be a great way to maximize the impact of your email marketing campaigns.

According to Campaign Monitor, segmenting your emails can increase your revenue by as much as 760%. With figures like that, it’s definitely something worth considering.

Segmenting emails can increase revenue by as much as 760%

Source: Campaign Monitor2

18. A/B testing can improve email conversion by as much as 49%

Email marketing is all about trial and error. There isn’t one single formula to follow, you need to keep testing and adapting in order to get the highest possible return on investment. According to Campaign Monitor A/B testing, your email formats can help to improve conversion by almost 50%.

A/B testing can improve email conversion by as much as 49%

Source: Campaign Monitor2

19. Open rates for transactional emails are 8x higher than regular marketing emails

Transactional emails refers to emails that are sent as part of a customer transaction. For example, receipt emails and order confirmation emails.

According to Campaign Monitor, open rates for these emails is up to 8X. Order confirmation emails have particularly high open rates. With this in mind, it’s a good idea to include offers and other promotions in these emails to encourage further sales and conversions.

Open rates for transactional emails are 8x higher than regular marketing emails

Source: Campaign Monitor2

20. Over 60% of people will delete or ignore emails that don’t work well on mobile

When designing your email layouts, be sure to consider readers that will be opening the emails on mobile devices. A huge number of people read emails on their phones and if your emails don’t work properly on all devices, it could have a negative impact on your campaigns.

According to Dyspatch, the majority of people will delete or ignore emails that don’t work properly on mobile.

Over 60% of people will delete or ignore emails that don’t work well on mobile

Source: Dyspatch

B2B email marketing statistics

Email marketing plays a big part in B2B marketing strategies. Here are some email marketing statistics that give some insight into how B2B businesses utilize email marketing.

21. Email was the 3rd most popular Organic Content Distribution Channels used by B2B businesses in the last 12 months

‘Organic distribution channels’ refers to free channels that don’t involve paid advertising methods.

Email was the 3rd most popular channel used by B2B businesses, after social media and the organizations own website or blog. Usage of email marketing among B2B businesses mirrors the usage in the industry as a whole.

Email was the 3rd most popular Organic Content Distribution Channels used by B2B businesses in the last 12 months

Source: Content Marketing Institute

22. 85% of B2B businesses use email marketing software to assist with their content marketing strategies

Content Marketing Institute took a survey of B2B businesses to find the top 7 most used tools for content marketing.

Email marketing tools such as automation tools were ranked as the 2nd most used tool in the category, with around 85% of respondents reporting that they used them to aid their content marketing efforts.

85% of B2B businesses use email marketing software to assist with their content marketing strategies

Source: Content Marketing Institute

23. 33% of B2B businesses said that email newsletters were the best type of content for nurturing leads

In the B2B industry, it’s important to stay in touch with your email lists and nurture your leads. According to a survey by Content Marketing Institute, sending marketing newsletters via emails is one of the best ways to do this.

33% of respondents said that email newsletters were the best type of content for nurturing leads.

Source: Content Marketing Institute

24. 37% of companies send only 0-2 marketing weekly

When email marketing was in its infancy, many people believed that sending at least 1 email a day was ideal. However, as the industry has developed, and the average internet users has grown tired of companies sending too many emails, many businesses have quickly adapted their strategy.

Now, most companies try to reduce the number of emails they send, and instead focus on optimizing their emails for conversions. According to HubSpot, around 37% of companies only send up to 2 emails weekly.

37% of companies send only 0-2 marketing weekly

Source: HubSpot State of Marketing Report 2021

Email marketing challenges

As you may already know, it’s not all smooth sailing when it comes to email marketing, and there are many challenges marketers face when planning their campaigns. Here are some statistics that shed light on the challenges surrounding email marketing.

25. 45% of all emails classified as spam

Spam filters are an email marketer’s worst enemy and sometimes even the most perfectly crafted and tactful promotional emails can end up in the spam box.

According to Spam Laws, around 45% of all emails are classified as spam which is a major challenge for marketers. Thankfully, there are many tools Source: e.g. email verification tools and techniques available that can help marketers to ensure that their emails stay out of the spam box.

Source: Spam Laws

26. 44% of marketers believe that increasing engagement rates is there #1 challenge

One of the major challenges that marketers often face is encouraging readers to engage with their emails and CTR.

In many cases, open rates may be high, but the key is to increase the engagement and CTR too. According to Campaign Monitor, almost ½ of all marketers believe this to be the #1 challenge of email marketing.

44% of marketers believe that increasing engagement rates is there #1 challenge

Source: Campaign Monitor4

27. 16.4% of marketers believe coordination between different departments negatively impacts their email marketing campaigns

Another common problem that marketers face with email marketing is coordinating their campaigns.

Particularly in large business environments, coordinating with different departments in order to organize campaigns can be extremely challenging. According to Litmus, 16.4% believe this is one of the main challenges they face.

16.4% of marketers believe coordination between different departments negatively impacts their email marketing campaigns

Source: Litmus3

28. 38% of brands feel they measure email marketing ROI ‘poorly’ or ‘very poorly’

ROI can be extremely hard to calculate when it comes to email marketing. There are a few reasons for this, but the main reason is that many marketing campaigns don’t directly correlate to revenue.

As a result, it can be difficult to determine exact figures when it comes to ROI. According to Litmus, 38% of businesses claim that they measure email marketing ROI poorly, or very poorly.

Source: Litmus2

29. 40% of marketers feel email marketing is underfunded in their company

Another common issue that email marketers face is funding. 40% feel that email marketing is underfunded by their company.

This may be due to the fact that it’s hard to provide exact figures in order to convince companies of the effectiveness of email marketing. It may also be because some companies favor methods like social media marketing and blogging.

Source: Litmus

Email marketing trends

Want to stay up to date with the latest developments in email marketing? Here are some email marketing statistics relating to the latest trends in the industry.

30. 77% of companies reported there has been more engagement with email marketing in 2021

Although some companies are choosing other marketing channels over email marketing, 77% reported that they’ve seen an increase in engagement this year. This could lead to an increase in email marketing usage in years to come.

77% of companies reported there has been more engagement with email marketing in 2021

Source: HubSpot State of Marketing Report 2021

31. 27% of companies focused mostly on email personalization in 2021

As we mentioned earlier, personalization can have a huge positive impact on marketing campaigns. As a result, 27% of companies focused on this most this year. This trend is likely to continue and personalization methods may continue to develop.

27% of companies focused mostly on email personalization in 2021

Source: HubSpot State of Marketing Report 2021

32. 47% of companies don’t plan on using email marketing this year

Although there are many benefits to email marketing, a surprising amount of companies aren’t planning to use it as part of their marketing strategy in the year ahead. Hopefully, the industry continues to grow, and it may surge in popularity again in the future.

Source: HubSpot State of Marketing Report 2021

Email marketing statistics sources

Final thoughts

Email marketing is an extremely useful channel for B2B and B2C businesses alike. If you’re thinking about making use of email in your marketing campaigns, hopefully, these facts and trends gave you some insight on how to get started.

If you’re keen to learn more about email marketing, check out some of our other posts on email marketing metrics and email marketing software.

And if you’re looking for more statistics, I’d recommend reading our posts on blogging statistics, content marketing statistics, and social media statistics.

Email Marketing Statistics