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30+ Email Marketing Statistics, Facts, & Trends

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Email marketing has continued to be an effective marketing method. 

However, many people remain in the dark about how much email marketing can help their businesses.

So, in this piece, I will highlight vital email marketing statistics, facts, and trends for businesses.

Top 7 Email Marketing Statistics (Editor’s Pick)

  • 64% of marketers in 2022 chose product awareness and promotions as the key objectives for email marketing campaigns.
  • 42% of respondents in a 2022 survey chose Tuesday as the most effective day for sending marketing emails.
  • In 2022, the global email marketing software market was worth $1.28 billion.
  • For every dollar spent on email marketing in 2022, there was a $40 ROI.
  • Newsletter (83.33%) was the most popular email marketing campaign type in 2022.
  • In February 2023, 63% of marketers used automation for email marketing.
  • As of early 2022, over 50% of marketing emails had 300 words or lesser.

Infographic

top 7 email marketing statistics
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General Email Marketing Statistics, Facts & Trends

1. In 2021, email marketing (7766 points) was the second biggest opportunity to build brand awareness.

Email marketing (7659 points) was also the second biggest opportunity for gaining new customers.

Methods Building Brand Awareness (Points) Gaining New Customers (Points)
Social media marketing  8675 8784
Email marketing  7766 7659
Video Marketing 7730 7541
Content marketing 7697 7498

2. 57.2% of small businesses in 2021 planned to increase spending on email marketing.

While 9.6% of these businesses planned to decrease email marketing spending, 33.1% planned to maintain spending on email marketing. 

3. 64% of marketers in 2022 chose product awareness and promotions as the key objectives for email marketing campaigns.

59% went with retention as their key email marketing objective. 

4. 60% of global marketers in a 2022 survey had an open rate of over 20% on their email marketing campaigns.

While 4.2% had an open rate of below 10%.

5. 71.8% of small businesses in 2021 chose email marketing as the most effective way to communicate with customers.

This was followed by Facebook (60.8%) and Telephone (55.8%).

6. 42% of respondents in a 2022 survey chose Tuesday as the most effective day for sending marketing emails.

The next in the order was Monday (16%), followed by Wednesday (14%) and Thursday (14%), respectively.

Days of Week Percentage (%)
Monday 16
Tuesday 42
Wednesday  14
Thursday 14
Friday 4
Saturday 4
Sunday 0
Day does not matter 5

7. In 2022, roughly 7% of marketers emailed their subscribers daily.

While 32% sent several times a week and 44% sent theirs weekly.  

8. UK subscribers (22.9%) had the highest marketing email open rate in 2022.

The UK was joined in the top three by Asia-Pacific subscribers (22.4%) and European region subscribers (22.1%). American subscribers averaged a 21.0% open rate.

highest marketing email open rate
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9. 50% of U.S. respondents in a 2022 survey got emails from brands too regularly.

While 3% did not get emails regularly enough.

10. Adding YouTube videos to marketing emails sent in 2022 increased the open rate to 32.21%.

Adding Vimeo boosted its open rate to 41.31%, and adding other kinds of videos boosted it to 27.03%. 

11. In 2022, Africa had a 19.12% open rate of marketing emails.

While the region also had a 1.16% click-through rate and a 6.08% click-to-open rate.

Email Marketing Metrics Percentage (%)
Open rate 19.12
Click-through rate 1.16
Click-to-open rate 6.08
Unsubscribe rate 0.08
Spam rate 0.00
Bounce rate 0.86

12. Asia had a 19.14% marketing email open rate in 2022.

The region also enjoyed a 1.46% click-through rate and a 7.64% click-to-open rate.

Email Marketing Metrics Percentage (%)
Open rate 19.14
Click-through rate 1.46
Click-to-open rate 7.64
Unsubscribe rate 0.06
Spam rate 0.00
Bounce rate 2.17

13. In 2022, South America had a 22.87% open rate on marketing emails.

But it had a smaller (1.25%) click-through rate and a 5.48% click-to-open rate.

Email Marketing Metrics Percentage (%)
Open rate 22.87
Click-through rate 1.25
Click-to-open rate 5.48
Unsubscribe rate 0.10
Spam rate 0.01
Bounce rate 2.95

14. In 2022, Europe’s marketing emails were opened 30.69% of the time.

While marketers in the region also had a 2.34% click-through rate and a 7.61% click-to-open rate.

Email Marketing Metrics Percentage (%)
Open rate 30.69
Click-through rate 2.34
Click-to-open rate 7.61
Unsubscribe rate 0.13
Spam rate 0.01
Bounce rate 2.07

15. North America enjoyed a 31.02% open rate on marketing emails in 2022.

The region also experienced a decent click-through rate (2.96%) and a 9.56% click-to-open rate.

Email Marketing Metrics Percentage (%)
Open rate 31.02
Click-through rate 2.96
Click-to-open rate 9.56
Unsubscribe rate 0.09
Spam rate 0.00
Bounce rate 4.92

16. Oceania had a 37.93% open rate of marketing emails in 2022.

This yielded a 2.15% click-through rate and a 5.68% click-to-open rate.

Email Marketing Metrics Percentage (%)
Open rate 37.93
Click-through rate 2.15
Click-to-open rate 5.68
Unsubscribe rate 0.17
Spam rate 0.01
Bounce rate 2.44

Email Marketing Market and Financials Statistics, Trends & Facts

17. In 2022, the global email marketing software market was worth $1.28 billion.

The market is expected to hit $2.43 billion in 2028, with a CAGR of 11.3% from 2023 to 2028.

global email marketing software market cap
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18. Apple (59.04%) had the highest mobile email market share as of March 2023.

Gmail (27.96%) and Outlook (4.50%) came second and third, respectively. 

Email Clients Percentage (%)
Apple Mail 59.04
Gmail 27.96
Outlook 4.50
Yahoo! Mail 2.73
Google Android 1.48
Outlook.com 0.67
Samsung Mail 0.16
QQ Mail 0.06
Orange.fr 0.06
Web.de 0.06

19. Around 48.1% of Spanish companies in 2021 invested below 10% of their marketing budgets in email marketing.

While 14.8% invested between 10-20% of their marketing budgets similarly.

Share of Marketing Budget Invested in Email Marketing (%) Share of Respondents 
Less than 10% 48.1%
10 – 20% 14.8%
20 – 40% 7.4%
More than 60% 1.9%
I do not know 27.8%

20. As of September 2021, the clothing sector had an email marketing success delivery rate of 87.83%.

While the Dating sector’s email delivery rates stood at 82.02%.

21. For every dollar spent on email marketing in 2022, there was a $40 ROI.

This was nearly double the ROI on SEO which was $22.24 per dollar spent.

Email Marketing Demographic Statistics, Facts & Trends

22. 64.79% of marketers in a 2022 survey chose click-through rate as the most effective determinant of email marketing success.

Another 64.79% chose email ROI, and 56.34% chose conversion rate.

Metrics Percentage (%)
Click-through-rate 64.79
Email ROI 64.79
Conversion rate 56.34
Still measuring open rates 26.76
Reply/submission rate 26.76
CTOR 18.31

23. In 2022, Belgium, alongside the Netherlands (0.28%), had the highest marketing email unsubscription rates among European countries.

While Vietnam and Great Britain (0.12%) had the lowest.

24. In 2021, the UK’s real estate, design, and construction services had the highest email marketing click-to-open rates at 17.2%.

Next was Education at 15.7%.

25. In January 2022, there was a 28.26% Marketing email open rate and a 2.48% click-through rate across industries and countries.

While February 2022 had a 27.36% open rate and a 2.38% click-through rate.

Month Open Rate Click-through Rate
January  28.26 2.48
February  27.36 2.38
March 27.24 2.41
April 26.36 2.26
May 26.76 2.21
June 27.25 2.11
July 27.74 2.23
August 28.75 2.28
September 29.17 2.27
October 28.92 2.27
November 29.17 2.31
December  28.56 2.53

Email Marketing Types Statistics, Facts & Trends

26. Newsletter (83.33%) was the most popular email marketing campaign type in 2022.

Promotional (72.73%) and welcome email campaign type (71.21%) came second and third.

Email Campaign Types Usage Percentage (%)
Newsletter 83.33
Promotional 72.73
Welcome 71.21
Onboarding 66.67
Lead nurture 60.61
Surveys 51.52
Feedback 48.48
Invitations 48.48
Seasonal  46.97

Email Marketing Usage Statistics, Trends & Facts

27. In February 2023, 63% of marketers used automation for email marketing.

Another 50% of the surveyed marketers used automation for social media management, and 40% used it for paid ads.

using automation for marketing
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28. Email marketing came first (7845 points) out of tactics used by small businesses in 2021 to generate the biggest returns.

Facebook (7821) and traditional marketing (7471) came second and third, respectively. 

29. As of early 2022, over 50% of marketing emails had 300 words or lesser.

This took 2.3 minutes to read.

Email Marketing Software Statistics, Facts & Trends

30. In 2021, Salesforce Marketing Cloud was the most used email service provider in the U.S. and Canada, as 25% of marketers preferred it to others.

Mailchimp (22%) was the second preferred option.

31. In 2021, Mailchimp was Europe's most popular email service provider, as 19% of European marketers preferred it to others.

Salesforce Marketing Cloud (11%) was the second preferred option, and Hubspot (10%) was third.

Email Service Provider Usage Percentage (%)
Mailchimp 19
Salesforce Marketing Cloud  11
Hubspot 10
Campaign Monitor 7
Acoustic 5
Adobe Campaign 5

32. Recipients successfully received 86.53% of emails sent via ActiveCampaign in September 2021.

While Mailchimp had a 79.92% email delivery success rate.  

33. As of January 2023, ActiveCampaign (93%) had the highest average delivery rate among other top providers.

MailChimp (92.7%), Constant Contact (92.1%), and AWeber (92%) rounded up the top four. 

34. 27.7% of Aweber-created emails to Gmail addresses ended up in the promotions tab.

This number was 3.1% for For ActiveCampaign and 41.5% for MailChimp.

Win With Email Marketing

These email marketing statistics have run through the market, software types, and usage for small and large businesses.

But while sending your marketing emails, you must balance it with other online marketing strategies like SEO and blogging for the best overall effect. So, check out important blog SEO statistics for your business.

Interesting Reads:
References:
  1. https://www.campaignmonitor.com/resources/guides/the-state-of-small-business-marketing/#one
  2. https://www.statista.com/statistics/1376934/email-marketing-campaign-objectives/
  3. https://www.statista.com/statistics/960928/marketing-email-open-rates-world/
  4. https://www.campaignmonitor.com/resources/guides/the-state-of-small-business-marketing/#one
  5. https://databox.com/email-marketing-sending-frequency
  6. https://www.campaignmonitor.com/resources/guides/email-marketing-benchmarks/
  7. https://www.statista.com/statistics/1329835/email-marketing-frequency-perception-usa/
  8. https://www.expertmarketresearch.com/reports/email-marketing-software-market
  9. https://www.litmus.com/email-client-market-share/
  10. https://www.statista.com/statistics/771518/share-of-the-advertising-budget-invested-in-email-marketing-by-spanish-companies/
  11. https://www.statista.com/statistics/1270353/emails-delivery-status-industry/
  12. https://www.statista.com/statistics/1377060/email-marketing-campaign-metrics-apple-mpp/
  13. https://www.statista.com/statistics/942638/e-mail-marketing-unsubscribe-rates-europe/
  14. https://www.statista.com/statistics/506476/click-to-open-rates-by-sector-in-the-uk/
  15. https://www.statista.com/statistics/1375850/email-marketing-campaign-types/
  16. https://www.statista.com/statistics/1269813/marketing-channels-automation/
  17. https://www.campaignmonitor.com/resources/guides/the-state-of-small-business-marketing/#one
  18. https://www.statista.com/statistics/1233715/esp-marketing-usa-canada/
  19. https://www.statista.com/statistics/1233714/esp-marketing-europe/
  20. https://www.statista.com/statistics/1270352/emails-delivery-status-provider/
  21. https://www.getresponse.com/resources/reports/email-marketing-benchmarks
  22. https://www.omnisend.com/blog/email-marketing-roi/
  23. https://blog.aweber.com/learn/average-email-length.htm
  24. https://www.emailtooltester.com/en/email-deliverability-test/