If you’re a digital marketer, then you already know how effective a channel email is. There’s much more room for flexibility and creativity in email campaigns, templates, and tactics compared to nearly any other form of direct messaging.
It’s because of this and other qualities that it’s a reliable customer conversion tool, well-loved by businesses and marketers alike. It may seem archaic compared to hip social media platforms and creative PPC ads, but there’s a reason email continues to be effective with conversions and ROI.
Key Email Marketing Stats, Facts & Figures
- About 3.8 million email users exist around the globe.
- The average email user has 1–3 email addresses.
- On average, the ROI from email is at a lucrative $38 per $1 spent.
- It’s 40 times more effective than social when it comes to customer acquisition.
- Plugging video content into emails boosts conversions by up to 300%.
- Abandonment emails sent an hour after a customer’s shopping session have a 6.33% rate of conversion.
- Mobile opens made up almost half the email opens in 2018.
- There are 1.7 billion users accessing their email on mobile.
- Gmail is the most popular email client; iPhone ranks second.
- An estimated $350 million will be invested in email ad spend this 2019.
Email User Statistics
1. Approximately 281 billion emails were sent and received daily in 2018.
By 2022, this value is expected to rise to 347 billion emails daily. Nowadays, it’s easy as pie to shoot off a quick email while you’re on the go. And with voice technology seeing more fine tuning and becoming more accurate, emailing, too, becomes ever more convenient.
As we can see, this improvement in emailing statistics is in part due to the general population’s increased use of smartphones. According to mobile marketing statistics, 80% of internet users own a smartphone, which equates to 3.44 billion internet users. As voice technology and AI get integrated into other devices like our everyday appliances and vehicles, we may see an even higher climb in future trends.
2. The most recent data reveals that there are about 3.8 billion people worldwide with email.
So how many email users are there going to be by 2023? Experts predict that this figure will quickly grow to a staggering 4.4 billion users by then. With a high number of people readily using email accounts, email marketing just makes sense. Nevertheless, spam emails have become quite the annoyance. Speaking of which, it turns out the most unsolicited spam emails come from the United States and China.
3. Email stats show that the average consumer has 3 or more email addresses.
And this counts both business and personal email addresses. Adeptra recommends monitoring activity to determine whether or not an email address is the primary one. They also stress that acquisition should shift focus to these kinds of email subscribers instead of looking purely at subscriber email totals. After all, engagement and conversion are all moot points if messages go to an inbox that’s hardly accessed in the first place.
4. This 2019, email usage stats indicate that there’ll be a 90.9% market penetration among internet users in the United States.
Statista also sets forth that 81% of Americans check their email at random times of the day. Additionally, 19% of Americans check their email several times daily. Most importantly, a whopping 51% admit to going through their email to shop online.
5. Emails relating to hobbies have the highest open rate at 27.35%.
This was determined by an analysis of campaigns with 1,000 subscribers or more, ranging from startups to Fortune 500 companies. The in-depth look also revealed that emails in the hobbies category have the highest click rates at 4.78%.
Email Marketing Statistics
6. Digital marketing advertising channels (including email) are expected to make up 46% of all ad spend by 2021.
Versatility and historically proven ROI—what’s not to love? And with a multitude of ways to spice up email content and draw users in, email is definitely remaining a steadfast marketing channel that businesses can rely on. These days, the inclusion of interactive videos and funny GIFs are crucial components of an insightful marketing approach.
7. By tracking subscriber data from client subscriber lists, Campaign Monitor found that the most-used email client is Gmail at a 22.8% share.
iPhone ranks second with 15.59% of email opens, then Apple Mail 8 follows with 14.09%. A bit further down the list are Outlook 2013 and Outlook 2010.
With these email marketing statistics, marketers can easily tailor the layout and design of their messages to the platforms used by the majority of subscribers. As an example, Campaign Monitor recommends using subject lines that are 70 characters in length for Gmail, while 41 characters for iPhone perform best.
8. Speaking of subject lines, 82% of marketers use 60 characters or less in subject lines, according to another analysis of email marketing data from 2019.
(Convince & Convert)
It also found that the average length is 43.85 characters per subject line. This makes perfect sense when you think about it. Given that more people are using smartphones and other mobile devices to access their emails, a subject line that’s too lengthy will get cut off. Over time, that could potentially annoy users, especially when other marketers are already optimizing for mobile this way.
9. As far as content goes, marketers send emails that have an average length of 434.8 words per message.
This is equivalent to a total reading time of about 3.3 minutes. It’s important to note, though, that in email marketing, the overall effectiveness rises with shorter emails. Over 50% of emails have 300 words or less to avoid overloading subscribers. Long-form emails aren’t necessarily bad, though. Just be sure that the topic is interesting enough to hold readers’ attention. Length really depends more on campaign goals. Both short or long emails work for awareness. For increased traffic, short and sweet is the recommended approach.
10. The average ROI for email was $38 for every dollar spent according to email marketing data from 2015.
In addition to the average ROI, it seems that marketers typically report a positive ROI from email marketing. It seems that clients readily subscribe for dollar value discounts, out of brand loyalty, and to tap into free samples and gifts. Marketers identified regular newsletters, welcome messages, customer surveys, and limited time offers as their go-to email messages for campaign objectives.
11. In 2018, the email marketing return on investment increased to $43 per every dollar spent.
(Data & Marketing Association)
With the uncertainty surrounding the effects of the General Data Protection Regulations (GDPR), this is positive news. Skip Fidura of dotmailer and the DMA’s Responsible Marketing Committee explains that click rates, conversion rates, and other important metrics are high, and as a result, so is ROI. He further points out that email’s allure is partly due to how easy it is to test new strategies and creative copy.
12. Across different marketing channels, email marketing ROI is among the most consistent.
In an article that explores a variety of digital marketing channel ranking reports, email has been shown by a variety of sources to rate consistently high. Email’s effectiveness has held steady at the number two and number three spots across different digital marketing channel performance leaderboards. Aside from its efficacy, another important reason email sits at the top is because measuring its ROI is much easier to do than it is in other channels.
13. Among the more enlightening email marketing facts, one of the most important is that email is 40 times more effective than social media in customer acquisition.
McKinsey & Company compared email with Facebook and Twitter in terms of customer acquisition. On top of better customer acquisition, their analysis discovered that consumers who buy through email offers spend 138% more. Because email is so effective at cultivating relationships with consumers, and email users number billions worldwide, it’s still an effective marketing tool.
14. Forecasts derived from email statistic trends predict that over $350 million will go to email ad spend this 2019.
And experts anticipate the number of active email accounts to reach 5.6 billion by 2019. All of this is due to email marketing giving marketers and businesses a bigger bang for their buck. And with technologies allowing for better automation, it’s now possible to combine an email campaign with other campaign types like blogging, which is, according to blogging statistics, as well as 95% of marketers, a powerful lead generation tool.
15. 8.4% of the email addresses submitted via webform are invalid ones.
While this may seem like a relatively insignificant percentage, this causes a huge hit to email ROI over time. On top of this, sending emails to invalid email addresses winds up damaging your sender reputation.
Unchecked, a bad sender reputation can land your messages in spam folders or get you blacklisted by internet and email service providers altogether. With the addition of email validation, it’s possible to prevent this from happening. It can be used retroactively to clean subscriber lists as well as prevent bad emails from getting into new lists.
16. Email marketing stats reveal that a meager 30% of brands utilize the power of personalization.
All the more reason to personalize emails and stand apart from the competition. Even something as simple as a personalized subject line makes a difference—as in, a 16% jump in open rates. And when nearly half of email opens are due to a compelling subject line, there’s no reason not to make use of this approach.
Plus, sending emails on Tuesdays and Fridays, which is, according to science, the best time for sending marketing emails, is highly likely to result in significantly higher open and click through rates.
17. Video email marketing has been found to boost click rates by 300%.
Video content’s efficacy in engaging audiences even generates twice the conversions of static content. A survey conducted by DemandGen found that 82% of respondents preferred interactive content over standard emails. Among the same respondents, 69% admitted to a preference for GIFs, while 65% went for video instead.
18. Just including the word “video” in email subject lines increases open rates by 19%.
It’s no secret that video, emailing, and marketing all go hand in hand. Many other interesting statistics have come to support this. For example, research has found that after viewing a video, consumers are 64% more likely to make a purchase. Combined with email’s already reliable conversion rates and the fact that click-to-open rates go up to 73% when there’s interactive content, this is some powerful stuff!
19. On the topic of subject lines, email campaign statistics reveal that using an emoji resulted in higher open rates for 56% of brands.
When 92% of people online use emojis, this approach, while unconventional, is quite practical. The article goes on to discuss how emojis are a daily mainstay for at least 30% of Millennials online, and Millennials account for more $200 billion in spending power. As this generation ages and moves into higher paying jobs, it becomes more important for brands to communicate on their terms.
20. Stats on email marketing show that users referred to a company through a loyalty program spend 13% more on average per year.
(Convince & Convert)
This approach to marketing is 90% cheaper than traditional methods. Emails that contain visually stimulating reminders with fun catch phrases like “Give $20, Get $20” around referral details are a good way to kick off if you’re not sure how to begin. Plus, users are 4 times more likely to buy when referred by a friend. Timing referral emails is also key. You can send out a “refer a friend” email right after the customer completes checkout, for example.
21. On average, welcome emails have an 82% open rate, which is almost 4 times more than the open rate of emails overall.
Advertising statistics show that the first 48 hours after a user subscribes is crucial—it’s when new subscribers are more open to engagement. Typically, brands roll out open emails using autoresponders. These are used for what are referred to as “triggered emails,” which get sent out in response to a specific customer action or pattern of behavior. Abandonment emails, anniversary emails, and birthday emails fall under this category.
22. Three abandoned cart emails generate 69% more orders than a single email.
Email marketing stats in 2018 have revealed that as much as 75.6% of carts were abandoned by shoppers. This value is higher than in previous years and may indicate a rising trend. Fortunately, ecommerce statistics show that 46.1% of shoppers will open cart abandonment emails. Put together, all of this means that with just the right touch in abandonment messages, companies stand to make more profits.
23. The email marketing conversion rate of abandonment messages skyrockets to 6.33% when sent within an hour of a user’s online shopping session.
(Convince & Convert)
Timing really matters in this case. Too early or too late and the conversion rate drops sharply to 3.41%. According to research by SaleCycle, the main reason shoppers abandon their carts is unexpected shipping costs. This accounted for 28% of abandonment cases. Other reasons are a user account being required, a confusing checkout process, and concerns over whether payments are truly secure.
Mobile Email Marketing
24. The global use of smartphones for internet access reached a 76% market saturation in 2017.
(Think With Google)
The Consumer Barometer Study conducted by Google sampled 79,000 respondents across 63 countries. Worldwide data illustrates that smartphone use has served as a catalyst for increased internet usage. In the case of Argentina, for example, smartphone use and smartphone internet usage had parallel growth rates between 2013 and 2017.
25. Email open stats reveal that mobile made up 46% of 2018’s total email opens.
Optimal open rates vary by industry. For example, in the arts, culture, and entertainment industries, the average desired open rate is around 17.54%. For automotive services, this drops down to 13.30%. Across all industries, an average of around 16.74% is acceptable, according to Constant Contact. On mobile devices and desktops, the threshold is much higher: 40.65% and 59.35%, respectively.
26. Per data on email marketing in 2019, Gmail and Apple’s iPhone tie as the most-used clients at a 28% market share.
(Email Client Market Share)
This data is based on a sample of 814 million email opens. Others at the top of the leaderboard include Outlook, iPad, and Apple Mail. Surprisingly, Google Android’s email client and Outlook.com are near the bottom of the rung.
27. In over 70% of cases, mobile email users delete badly formatted messages in under three seconds.
A consumer survey found that other annoyances for email users on mobile devices are high frequency emails, irrelevant messages, layouts that produce awkward interactions (e.g., the font size or overly small buttons), and click-throughs that lead them to websites that aren’t optimized for mobile. A small percentage of users were put off because they think brands should reach out via an app instead (9%) or because the email content is a duplicate of what’s already in the app.
28. How many people use email on mobile? 1.7 billion, according to the most recent statistics.
According to 2018 data, there were 2.6 billion email users, nearly a billion of which are on desktop. Meanwhile, Campaign Monitor sets forth that this number has skyrocketed up to nearly 3 billion this 2019. The article also discloses that by 2021, the total emails sent and received by businesses will surpass 319 billion.
29. On mobile, email conversion rates outperformed other channels in an analysis of Black Friday/Cyber Monday sales on Shopify.
The analysis of over $1 billion in sales showed that email topped other channels, holding first position with a 4.29% conversion rate. This outcome isn’t surprising since subscriber lists are made up of users who are already customers or primed prospects that already have a higher conversion potential.
30. 59% of email users check personal emails on their mobile devices.
In addition, email users aged 18 to 24 have the highest tendency to check their email while they’re on the move. If reaching this demographic is part of your mobile marketing strategy, then you should know that these users were also more apt to click through to a business’s mobile website after reading the email. Meanwhile, in 2018, users in the US preferred to check their personal emails primarily at home. In comparison, only 23% said they access their private inboxes at work.
The advantages of email marketing don’t seem to be diminishing. The format allows brands to effectively create relationships with their consumers while also giving them opportunities to purchase. Put simply, email makes it easy to communicate with interested customers outside the clutter and noise that surrounds most social media platforms.
Its personalization options make it unique to nearly every other marketing type. Marketers can easily format, space, and design messages with more freedom. And the email marketing stats show consumers responding positively to this. So if you want to boost your sales, consider revamping your email marketing campaign with these latest stats in mind.
List of Sources:
- WebStrategies Inc.
- Campaign Monitor
- Convince & Convert
- Data & Marketing Association
- Campaign Monitor
- Bit Blog
- Think With Google
- Email Client Market Share
- Smart Insights
And if you’re thirsty for more tips, check out the infographic we’ve prepaired for you!