Essential Email Marketing Statistics

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Last updated February 17, 2023
Written by Dmytro Kondratiev
Editor, lawyer
Disclosure: We earn a commission from some partner links. Commissions do not affect our editors' opinions or evaluations.

Still think that email marketing is a series of useless newsletters most recipients disregard or avoid? If so, we’ll prove you wrong.

Email marketing is a powerful and affordable digital tool for getting in touch with customers, increasing engagement, and growing your business's profit.

Check our comprehensive email marketing statistics report to ensure this digital marketing option is still efficient and see how it pays off.

Email Marketing Stats: Key Points

Below, find the main aspects and facts that showcase email marketing value in a modern marketing environment.

  1. Statista forecasts that about 4.3 billion individuals will use email in 2022, with a potential growth up to 4.6 billion in 2025;
  2. In 2022, over 306 billion emails are sent and received on a daily basis;
  3. Emails are used by 87% of marketers which makes it the second most popular content distribution channel outcompeted only by social media;
  4. 33% of marketers not only refer to organic email distribution channels such as a company website or blog but also use paid email campaigns;
  5. Based on the latest research data, 80% of small businesses still use email strategies for engaging new customers, and over 80% of companies rely on emails for client retention;
  6. Nearly 80% of professionals and specialists use emails for sharing info and content;
  7. About 50% of customers appreciate receiving promotional and advertising emails from their favorite brands and vendors;
  8. Over 70% of consumers choose emails for business communications;
  9. 52% of users select email as their primary communication tool.

What Is the Success of Email Marketing?

  • Emails boast a high ROI (return on investment) rate, with $1 bringing about $42 in return;
  • The email open rate is about 21%, with an average click-through rate lingering around 2.3%;
  • Around 80% of B2B and B2C marketers resort to email marketing for content distribution, promotions, and lead generation;
  • Emails embrace over 90% of the Internet users;
  • According to Statista, the email marketing revenue estimate for 2022 is 9.6 billion USD, and it’s expected to bump up to 11 billion in 2023;
  • Under the Litmus report for 2021, 37% of brands worldwide seel to level up their email budgets; 
  • 77% of vendors mentioned that the level of email engagement has increased over the last year.

How Does Email Marketing Impact Sales?

  • According to SaleCycle research, 59% of respondents mentioned that emails impact their purchase decisions and nearly 50% of customers buy based on promotional emails once a month;
  • 84% of B2B marketers use email marketing to boost sales, and 31% of B2B companies rely on this tool to nurture and retain their leads;
  • In the B2C sector, 72% of marketers utilize email marketing tools to grow their brand awareness and recognizability and 81% of retailers consider emails to be an efficient tool for engaging new customers;
  • Abandoned cart emails prove to push sales orders up to 70%;
  • The average percentage of sales brought through email marketing campaigns is around 20%

What Is the Average ROI on Email Marketing?

Great for increasing customer involvement, introducing and popularizing new products and services, and building a strong brand image, email marketing is initially meant to make money and generate profit. And the stats below demonstrate that it really works:

  • On average, every $1 you invest in email marketing tools generates $42 in return which means an over 4000% payoff;
  • Automated emails maximize revenue by 320% proving to be much more efficient than non-automated once;
  • Emails motivate customers to spend 138% more on purchases in contrast to consumers not reached by email promotions;
  • Email ROI is nearly 4 times higher than that of direct mail.

Email Marketing ROI by Industry

IndustryROI on $1 spent
Tourism and hospitality$53
Retail and e-commerce$45
Media, publishing, and entertainment$45 
Marketing and advertising$42
Technology and software$40

How Big Is the Email Marketing Market?

Despite feeling a bit old-fashioned and outdated, email marketing still holds the lead among other marketing tools. And the following figures prove its importance and value:

  • Following Statista forecasts, an expected global email marketing revenue in 2022 will amount to 9.6 billion USD as compared to 7.5 billion in 2020 and 8.5 billion in 2021 accordingly;
  • The projected email marketing market value in 2027 will be 17.1 billion USD;
  • An anticipated CAGR of a global email marketing market size up to 2030 is 18.8%;
  • By geography, the US region is a leader owning 27% of the global market, with a potential for growth;
  • The 2nd biggest user of email marketing services and methods is the Asia Pacific region.

Email Delivery and Engagement Rates

  • According to EmailToolTester, 89% of emails are delivered to their recipients, and only 11% fail due to some issues;
  • Kaspersky Lab records about 47% of email messages as spam;
  • Nearly 21% of emails are checked within an hour upon delivery;
  • Recently, an average open rate for marketing emails is 21%, with an average click0through rate hitting 2.3%, and the click-to-open rate at 11%;
  • An average bounce rate is 0.7%, with the percentage of unsubscribed users going as low as 0.1%;
  • Personalized and welcoming emails are opened 26% more often;
  • Interactive emails with GIFs, emojis, sliders, animated parts, pictures, and videos show 300% higher engagement rates;
  • Segmentation is the key to success bumping up the engagement rates by 100% as compared to non-segmented campaigns.

Email Marketing Metrics by Industry

IndustryOpen RateClick-through RateUnsubscribe Rate
Marketing and promotion20.5%1.8%0.2%
Consumer goods20%1.9%0.1%
Food services and restaurant business18.5%2%0.1%
Media and entertainment23.9%2.9%0.1%
Professional services19.3%2.1%0.2%
Nonprofit businesses26.6%2.7%0.2%
Real estate21.7%3.6%0.2%
Leisure and tourism20.2%1.4%0.2%
Wellness industry19.2%1.2%0.4%

How Much Time Do Users Spend on Emails?

  • 99% of users open their inboxes every day, with millennials and office workers tending to monitor emails several times per hour;
  • 58% of users check their email before using social media, reading news, or searching the web;
  • Statista reports that on average, users spend about 10 seconds reading through promo offers;
  • Adults normally spend up to 5 hours daily checking their work and personal mail;
  • Overall, people spend about 210 minutes monitoring and reading their work emails, and 41% of users even do it when already in bed.

Who Uses Email the Most?

  • Millennials use emails the most, with nearly 40% checking their digital mailbox several times per hour;
  • 93% of B2B marketers rely on emails as the main content distribution channel against nearly 70% in the B2C sector;
  • Females (92%) use email as a communication tool more often than males (89%);
  • Over 80% of professionals consider email as their major means of business and work communication;
  • An average person receives around 100 emails a day while a CEO could get up to 700 emails daily;
  • 42% of emails are received via mobile apps on smartphones and tablets;
  • Only 18% of emails are opened via desktop;
  • Property and construction industries use emails most often, with click-through rates achieving 26%;
  • Almost 30% of emails are checked through iPhones and iPads, with a minor 2.3% share going to devices powered by Android.

What Is the Most Used Email Service?

  • Gmail comes up with 1.5 billion users while Outlook has 500 million subscribers;
  • The global email market is shared by Gmail and Apple, with the Apple iPhone email client holding 48%, Gmail holding 28%, and Apple mail holding 11%;
  • For email marketing purposes, 23% of marketers choose Salesforce Marketing Cloud, with 21% and 10% voting for Mailchimp and Adobe Marketo accordingly;
  • 34% of small businesses prefer Mailchimp and 15% stay with HubPost;
  • Mid-sized businesses split between Salesforce Marketing Cloud (22%), Mailchimp (15%), and Adobe Marketo (14%);
  • 44% of big companies unanimously favor Salesforce Marketing Cloud.

Is Email Marketing More Efficient Than Social Media?

  • With a 4.3 billion audience, email outcompetes Facebook and Instagram with over 3 billion users; 
  • Though email marketing is the second most popular channel for content sharing after social media, it’s distinguished by a  much higher conversion rate (at 6%) than Facebook and Twitter (at 1.9%);
  • 60% of customers subscribe to their favorite brand via email, and only 20% will follow the brand on social media;
  • 44% look for deals and discounts from well-known vendors and providers via email while only 4% will check on Facebook;
  • While emails reach over 85% of recipients social media can’t boast that coverage, with 1% engagement rate for Facebook, Instagram, and Twitter;
  • An average click-through rate for email marketing is over 3%, it’s only 0.7% for Facebook.

Do Consumers Like Email Marketing?

  • A Marketing Sphera study shows that nearly 72% of customers prefer obtaining promotions and advertisements via email;
  • 61% of respondents would eagerly get promotional messages once a week;
  • 28% of users will appreciate promos two to three times a week;
  • Individuals with profits hitting a $90.000 mark are get hooked by email marketing 4 times more often than those with lower earnings;
  • Nearly 60% of customers confirmed that promo offers result in purchases.


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