When your resources are limited, you want to be sure that you’re not wasting any of your precious time and money when starting a business. But when it comes to marketing, your business can’t afford to ignore a tool as valuable as email marketing.
But with so many other ways to reach your customers, why should you be relying on email marketing anyway? Is it even worth it? In short: yes.
The impact of email marketing can do much more than just getting messages into inboxes. There’s a lot of buzz surrounding email marketing and its benefits, but what do the email marketing stats suggest? Well, the numbers say it all when it comes to proving the credibility of email marketing.
P.S. If you want to become an email marketing master, don’t forget to check out our email marketing strategy guide.
Let’s take a look at what email marketing is, and then jump on to the top email marketing stats that you need to know in 2022.
Post Contents
- What is Email Marketing?
- 1. The Widespread Usage of Email
- 2. Billions of Emails Are Sent Daily
- 3. Email Delivers a Strong Return on Investment
- 4. Use of Email for Content Distribution
- 5. Email Marketing Helps to Grow Your Business
- 6. Welcome Emails Have a High Open Rate
- 7. Personalization Works Wonders For Email
- 8. The Power of Abandoned Cart Emails
- 9. Interactive Emails Are the Way Forward
- 10. Customers Like to Hear From You
- Summary: Email Marketing Statistics
- Want to Learn More?
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What is Email Marketing?
Email marketing is the use of email to promote products or services. But it’s not just limited to that. You can use email marketing to develop relations with current customers, and/or to reach out to potential customers. Email marketing allows businesses to keep their customers informed, and to customize their marketing messages accordingly. Think of it as one of the most cost-effective and conversion-rich forms of digital marketing today. It’s potent, persuasive, and gets your ecommerce store great results.
Here’s a list of interesting email marketing statistics that go to show just how valuable email marketing is.
1. The Widespread Usage of Email
Email has made its way from being simple messages between academics to widespread global usage. In 2022, the number of email users worldwide is forecast at 4.3 billion (Statista, 2021). This figure is set to grow to 4.6 billion in 2025, making up more than half of the expected world population.
This statistic clearly shows that email marketing is an opportunity that brands shouldn’t be missing out on.
If you’re doing business in the developed world, your customers are using email, and you should be as well. No matter how small your business is, you have the power to reach people through email marketing 24 hours a day, 365 days a year.
The advantage of reduced time and effort that comes with email can help you structure your email marketing strategy in a better way and connect with your audience in an instant.
2. Billions of Emails Are Sent Daily
In 2022 alone, 333.2 billion emails are expected to be sent and received each day (Statista, 2021). That’s a staggering amount of daily emails.
That’s not all. This figure is also expected to increase to over 375 billion by 2025. This email marketing statistic will likely prove to you that email marketing isn’t going anywhere soon. In fact, it’s growing.
Over the years, many new forms of communication have emerged. Despite this emergence, email marketing has remained strong and is continuing to grow. With this email marketing stat in mind, it’s hard to ignore the potential of a great email marketing campaign.
3. Email Delivers a Strong Return on Investment
There’s no surprise that with the widespread popularity and indisputable benefits of email marketing, the return on investment is massive. A well-thought-out email marketing strategy will make you money.
For every $1 you spend on emails marketing, you can expect an average return of $42 (DMA, 2019). There’s a tonne of email marketing benefits, but this one tops the charts for keeping your business steady and going.
4. Use of Email for Content Distribution
With such a strong ROI, it should come as no surprise that email marketing is one of marketers’ favorite content distribution methods.
The latest statistics show that as many as 87 percent of marketers use email marketing to disseminate their content (Content Marketing Institute, 2020). This makes email the second most popular content distribution channel, just behind social media at 89 percent.
It’s also ahead of other organic channels like the company website or blog and presentations at events—be it virtual or in-person.
Email marketing offers so many benefits as a content distribution channel that marketers aren’t just using it organically—one-third of them (33 percent) are also engaging in paid collaborations to promote their content to their partners’ email databases.
In fact, email is so popular among marketers that email engagement is one of the top metrics to evaluate content performance. 86 percent of marketers say they look at email engagement metrics such as open rates, click rates, and downloads to determine how successful a piece of content is, more so than website traffic and social media analytics.
5. Email Marketing Helps to Grow Your Business
Email continues to be the main driver of customer retention and acquisition for small and midsize businesses. According to the data, 81% of SMBs still rely on email as their primary customer acquisition channel, and 80% for retention (Emarsys, 2018).
There might be a lot of talk about social media, and likes, shares, and tweets, but that doesn’t mean that email marketing is becoming any less valuable. Research findings from this study show that email marketing tops the chart in comparison to organic search, paid search, and social media when it comes to customer acquisition and retention. Not to say that Facebook isn’t important for your business, but if you’re looking for direct impact and reach, there’s no competition with email marketing.
6. Welcome Emails Have a High Open Rate
Open rates are one of the best ways to tell how well your email marketing strategy is performing. This shows how many people are opening your email. After all, who doesn’t want their email marketing campaign to work wonders?
But what percentage of your audience even opens the emails that they get? Let’s talk stats. The average open rate for a welcome email is 82% (GetResponse, 2017). You can use this to your advantage when you’re building your email campaign for your growing audience. With such a high open-rate for welcome emails, maybe you can slip in some useful information that you want your audience to know about in the welcome email that you send them.
7. Personalization Works Wonders For Email
As the previous stat shows, the average email open rate is 20.81%. But if you personalize your emails, you’ll start to see the incredible impact that personalization can have. Emails with personalized subject lines generate 50% higher open rates (Yes Lifecycle Marketing, 2019).
So, a great email marketing tip would be to customize your greeting and subject line to include individual names when you send out emails. If that’s too much of a task, you could try personalizing your emails with the company’s name, industry, or a topic of interest.
8. The Power of Abandoned Cart Emails
An abandoned cart email is a follow-up email sent to someone who has added items to their cart, and gotten through a part of the checkout, but then left the site without purchasing the items. A lot of people put items in their online shopping cart, only to then leave without completing the purchase. Your business could work around this by sending abandoned cart emails and retrieving your lost potential for transactions.
Do abandon cart emails work? The statistic is here to back this claim up. Sending three abandoned cart emails results in 69% more orders than a single email (Omnisend, 2018). This type of ecommerce email is one of the most effective for boosting revenue.
9. Interactive Emails Are the Way Forward
Your emails should create user engagement. Gone are the days where your email marketing campaign needs to be limited to a newsletter format. Marketers are looking for better engagement in the form of interactive content.
Reports have shown that adding videos to your email can increase click rates by 300% (Martech Advisor’s 2017 data). That’s a shocking number. Marketers also tend to include sliders, collapsible menus, and GIFs to make their emails look better to customers. Also, don’t forget to make sure that all of your interactive emails are optimized for mobile devices.
10. Customers Like to Hear From You
When looking at the frequency with which consumers would like to receive brand emails, 49% (Statista, 2017) of consumers said that they would like to receive promotional emails from their favorite brands on a weekly basis. This email marketing statistic is especially handy when you’re worrying about sending emails to your customers too often. Your audience likes to hear from you, and apparently, they’re happy to hear from you via email.
Summary: Email Marketing Statistics
Here’s a summary of the email marketing statistics for 2022:
- The number of active email users is forecast to reach 4.6 billion in 2025.
- 333.2 billion emails are sent and received each day in 2022.
- The average expected ROI is $42 for every $1 you spend on email marketing.
- Nearly nine out of every ten marketers use email marketing to distribute content organically.
- 81% of small businesses rely on email as their primary customer acquisition channel, and 80% for retention.
- The average open rate for a welcome email is eight percent.
- Emails with personalized subject lines generate 50 percent higher open rates.
- Sending three abandoned cart emails results in 69 percent more orders than a single email.
- Videos added to your email increase click rates by 300 percent.
- 49 percent of consumers would like to receive promotional emails from their favorite brands.
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Is there anything else you’d like to know about email marketing statistics and wish was included in this article? Let us know in the comments below!
FAQs
What's a good open rate for emails 2022? ›
The first metric that determines the success of an email campaign is the open rate. A good open rate is between 17-28%. But that is not all. Many factors affect open rates that marketers have to consider before starting their email campaigns.
What are good email marketing statistics? ›29% of marketers rate email marketing as the most effective marketing channel (25% for social media, 22% for SEO, and 25% for content marketing). 93% of B2B marketers use email channel for distributing content. 72% of customers prefer email as their main channel for business communication.
Is email marketing still effective 2022? ›Absolutely! It is more relevant now than ever before. Research shows us that email is still the best channel to reach people on, ahead of other channels, even with the increase in popularity of social media and other messaging platforms. Email users are anticipated to continue growing.
What is the best email marketing tool in 2022? ›- Best Overall: Mailchimp.
- Best for Automation: ActiveCampaign.
- Easiest to Use: MailerLite.
- Best All-in-One Marketing Suite: Hubspot.
- Best Affordable Option: Moosend.
- Best for E-commerce: Drip.
Email open rates vary from industry to industry and depend on the quality of your email list. However, the average email open rate across all industries is 17.92%. This means anything from 15% to 25% and up is a good open rate.
Is 50% a good open rate? ›But in the world of open rates, 50 percent is passing with soaring colors—it lands you in the A++ range. (For you math geeks, a 50 percent open rate is around four standard deviations above the average).
What percentage of emails are read? ›How do your own email open rates compare? In 2021, the average open rate across all industries was 21.3%. In 2022, the overall average open rate dropped again and stood at 16.97%, with a 10.29% CTR.
What percentage of emails are opened? ›Average Totals
The average email open rate for all industries we analyzed is 21.33%. Open rates are one of the best ways to tell whether your email strategy is working. This number shows what percentage of your audience opens the emails you send them.
Email marketing has a return on investment (ROI) of $36 for every $1 spent. Email marketing makes money. For every $1 you spend on email marketing, you can expect an average return of $36. That's a higher return than you can expect from any other form of marketing — digital or otherwise.
What is the future of email marketing? ›The email marketing industry value stood at $7.5 billion as of 2020 and is expected to hit $17.9 billion by 2027. Like most things since the 70s, email marketing has progressed and adapted. It now offers more possibilities, especially with the introduction and development of artificial intelligence (AI).
What are some of the latest trends in email marketing? ›
- Focus on privacy.
- No more open rate as an email marketing KPI.
- Hyper-personalisation of email marketing.
- Artificial Intelligence.
- Email marketing automation.
- User-generated content.
- Interactive emails.
- Email redesign.
- Gmail. Gmail is the most used and popular email service provider with over 1.2 billion users all around the world. ...
- Outlook. Outlook was initially founded as Hotmail by Microsoft. ...
- AOL Mail. ...
- 4. Yahoo Mail. ...
- iCloud Mail. ...
- ProtonMail. ...
- Zoho Mail. ...
- Yandex Mail.
- Campaigner. If you're searching for a tool to help you with marketing across multiple channels, be sure to check out Campaigner. ...
- Sendinblue. ...
- Omnisend. ...
- SMTP. ...
- EmailOctopus. ...
- Convertkit. ...
- GetResponse. ...
- EngageBay.
- Why should you look for a Gmail alternative? Tutanota. Posteo. StartMail. Runbox. Mailfence. CounterMail. Proton Mail. Mailbox.org.
- Conclusion.
American spammers generate 8.4 billion messages a month, while Chinese spammers send out 8.2 billion spam emails.
How do I increase my email click-through rate? ›- Add social sharing icons to your email template.
- Personalize subject lines with subscribers names.
- Make sure your emails are optimized for all devices.
- Include fewer CTA's and include try using text links.
- Make your emails visual and include several images.
- Try sending your email campaigns out on the weekend.
What is a Good Unsubscribe Rate? Generally, an unsubscribe rate below 0.5% is a good unsubscribe rate for an email campaign. A rate below 0.2% typically indicates that you are within the norm and a rate above 0.5% means you have some work to do.
How do I get customers to open my email? ›- Invest in your subject line. ...
- Fix your “from name” and “from email address” ...
- Find the best time to send (and be consistent) ...
- Get to know your audience. ...
- Revisit your sign-up process. ...
- Segment your email list. ...
- Make your readers feel personally invested.
Your drip campaign can last from four to eleven emails that are sent four, seven, or fourteen days apart. Decide how many touches you need to effectively nurture your audience and prime them for your offer.
What is a good reply rate for cold email? ›What Is a Good Cold Email Response Rate? Since the average response rate for cold emails is around 1%, good cold email response rates can vary greatly from around 5% for some sales emails to 20% or even over 40%. The higher, the better, of course!
How many emails does the average person receive per day 2022? ›
| Characteristic | E-mails sent and received in billions |
|---|---|
| 2023* | 347.3 |
| 2022* | 333.2 |
| 2021* | 319.6 |
| 2020 | 306.4 |
According to original Campaign Monitor research, these are the average email benchmarks for all industries: Average open rate: 17.92% Average click-through rate: 2.69% Average unsubscribe rate: 0.17%
Did you know facts about email marketing? ›- There are 4 billion daily email users. ...
- More than 306 billion emails are sent and received each day. ( ...
- 64% of small businesses use email marketing to reach customers. ( ...
- 37% of brands are increasing their email budget, and just 1.3% are making cuts. (
- Check the bounce rate on your email campaign landing pages. ...
- Measure website traffic, too. ...
- Look at the email conversion rate. ...
- Track your email list growth rate. ...
- Check the forward/share rate for each email campaign.
How many emails does the average person receive per day? The average office worker receives around 121 emails every workday. They send less, with just 40 being the average per day – but that number still adds up to a very large amount of emails organization-wide.
What percentage of sales should come from email marketing? ›Most brands should be generating at least 25 to 35% of their total revenue from email. In general, there should be a 50/50 split between revenue from your automated email flows and revenue from your manual campaigns.
How do you track ROI on email marketing? ›In this case, it is a measure of the profitability of email marketing. Here's the basic formula for calculating ROI: gained – spent/spent = ROI (expressed as a percentage). As a marketer, every email marketing campaign must produce a healthy return—and you need to be able to calculate it easily.
How many marketing emails are sent per day? ›Summary: Email Marketing Statistics
333.2 billion emails are sent and received each day in 2022.
An email marketing strategy is a set of procedures that a marketer identifies and follows to achieve desired marketing goals with email advertising. This plan of action gives the businesses a direct channel of communication with prospects and customers for brand promotion.
Why email marketing is still the best? ›Email marketing is more cost-effective than most other marketing channels. This is because it's easy to track and measure your results, and it's also cheaper in terms of expenditure. Emails can motivate readers to take action. The most effective email marketing strategies encourage readers to take action.
What are the benefits of email marketing to a business? ›
- Creating personalized content.
- Collecting feedback and surveys.
- Improving sales.
- Communicating with your audience.
- Generating traffic to your site.
- Sending timely campaigns.
- Increasing leads.
- Reaching the right people at the right time.
- Text messaging or in-app direct messaging.
- Recorded videos, especially those that are five minutes or shorter.
- Screenshots with markups.
- Collaboration platforms such as Slack.
While it's not perfect, email still works and gets an incredible return on investment. It's not going away any time soon, but it is evident that we are in need of a more efficient and modern communication method. Perhaps it is time for email to retire after more than four decades of being in use.
What are the features of email? ›- automatic reply to messages.
- auto-forward and redirection of messages.
- facility to send copies of a message to many people.
- automatic filing and retrieval of messages.
- addresses can be stored in an address book and retrieved instantly.
- notification if a message cannot be delivered.
Email marketing is alive and effective. According to Litmus, 2021 was a year of email for all; 2022 will not be any different. The growing value of email marketing is evident. It is one of the most trusted communication channels.
Is E Marketing the future of marketing? ›The paper has found and concluded that e-marketing is the future as it has been positively affected by the current technological change which has made the use of smart phones and gadgets a necessity.
What is AMP in email? ›AMP for Email allows senders to include AMP components inside rich engaging emails, making modern app functionality available within email.
What are the two types of email? ›Types of Email Accounts
There are two main types of email service providers to choose from: Email clients and Webmail.
Gmail. Since it's inception in 2004, Google's Gmail has reached over a billion users and become the global leader in email services. Exceedingly rich in features, Google's interface offers a great deal of flexibility and customizability to its users.
What is the best email marketing software to choose? ›- Know what type of emails you want to send.
- Determine your must-have features.
- Build your testing team.
- Create a shortlist of apps.
- Test each app with your team.
- Start with a free plan.
What is the best marketing platform for small business? ›
- HubSpot Marketing Hub.
- ActiveCampaign.
- Klaviyo.
- SharpSpring.
- Sendinblue.
- Keap.
- Omnisend.
- Mailchimp All-in-One Marketing Platform.
There are a variety of email domains available to choose from, but the most popular ones are Gmail, Yahoo, and Outlook. Each email domain has its own set of features and benefits, so it's important to choose the one that best suits your needs. Gmail is the most popular email domain, with over 1 billion active users.
Can Google read my emails? ›We do not scan or read your Gmail messages to show you ads
The process of selecting and showing personalized ads in Gmail is fully automated. These ads are shown to you based on your online activity while you're signed into Google, however we do not process email content to serve ads.
- ProtonMail. ProtonMail was founded in 2014 at the CERN research facility by Andy Yen, Jason Stockman, and Wei Sun. ...
- Hushmail. ...
- Tutanota. ...
- CounterMail. ...
- Mailfence. ...
- Librem Mail.
The average email open rate for all industries we analyzed is 21.33%. Open rates are one of the best ways to tell whether your email strategy is working. This number shows what percentage of your audience opens the emails you send them.
What are good email open and click rates? ›The range that you want your click-to-open rate to fall is between 10-15%. However, if you're not familiar with how this metric applies to your email strategy, we'll take a dive into how it relates to the common metrics you're already using today.
What is the average email click-through rate? ›Average CTR
According to MailChimp, the average email click-through rate across industries is 2.91%. Industries that had some of the highest click-through rates included Government (3.99%), Media and Publishing (4.62%), Home and Garden (3.03%), and Hobbies (5.01%).
We did some research on internal email benchmarks by industry and list size, and this is what we found: most industries sit between an open rate of 50% - 94% for internal emails.
What is a good size email list? ›Research shows that on average if your list size is less than 2000, you should send no fewer than four emails, but not more than eight emails per month. If you receive around 100 subscribers each week but lose approximately 20 subscribers with each email sent, you should not send more than five emails every week.
How do I get customers to open my email? ›- Invest in your subject line. ...
- Fix your “from name” and “from email address” ...
- Find the best time to send (and be consistent) ...
- Get to know your audience. ...
- Revisit your sign-up process. ...
- Segment your email list. ...
- Make your readers feel personally invested.
What is a bounce rate in email marketing? ›
Your bounce rate is the percentage of email addresses that your campaign could not be delivered to. Email providers and anti-spam networks monitor bounce rates for every campaign you send, and use that information to decide if they'll accept mail from you in the future.
What is a good unique click-through rate? ›Basically, it's the percentage of people who click your ad (clicks) divided by the ones who view your ad (impressions). As far as what constitutes a good click through rate, the average is around 1.91% for search and 0.35% for display.
How do I increase my CTR for email marketing? ›- Add social sharing icons to your email template.
- Personalize subject lines with subscribers names.
- Make sure your emails are optimized for all devices.
- Include fewer CTA's and include try using text links.
- Make your emails visual and include several images.
- Try sending your email campaigns out on the weekend.
- Optimize your headline and copy: Use one or two focus keyword(s) in your headline and copy. ...
- Include CTAs: Write a direct and compelling call to action. ...
- Use images: Using visuals is a great way to increase CTR. ...
- Try using hashtags:
Your drip campaign can last from four to eleven emails that are sent four, seven, or fourteen days apart. Decide how many touches you need to effectively nurture your audience and prime them for your offer.
What is the formula for CTR? ›CTR is the number of clicks that your ad receives divided by the number of times your ad is shown: clicks ÷ impressions = CTR. For example, if you had 5 clicks and 100 impressions, then your CTR would be 5%.
What is Ctvr in email marketing? ›Click-through rate for email is the percentage of people who clicked on at least one link in your email message. To calculate it simply divide the number of total people who clicked by the number of delivered emails and multiple that ratio by 100 to arrive at your email CTR percentage.
What is the difference between click rate and open rate? ›The open rate measures the percentage of recipients who opened your email, which helps you gauge the performance of your subject line and preview. Your clickthrough rate (CTR) measures the percentage of recipients who clicked on the links in your email against the total number of subscribers who received the email.
What is a good open rate for B2B email? ›The average open rate for B2B email is 15.1% but enjoys a higher click-through rate than B2C email.