30+ Email Marketing Statistics, Facts, & Trends (2026)

Written by Bram Jansen Fact-checked by Kevin Parker Updated on

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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.

MethodsBuilding Brand Awareness (Points)Gaining New Customers (Points)
Social media marketing 86758784
Email marketing 77667659
Video Marketing77307541
Content marketing76977498

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 WeekPercentage (%)
Monday16
Tuesday42
Wednesday 14
Thursday14
Friday4
Saturday4
Sunday0
Day does not matter5

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 MetricsPercentage (%)
Open rate19.12
Click-through rate1.16
Click-to-open rate6.08
Unsubscribe rate0.08
Spam rate0.00
Bounce rate0.86

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 MetricsPercentage (%)
Open rate19.14
Click-through rate1.46
Click-to-open rate7.64
Unsubscribe rate0.06
Spam rate0.00
Bounce rate2.17

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 MetricsPercentage (%)
Open rate22.87
Click-through rate1.25
Click-to-open rate5.48
Unsubscribe rate0.10
Spam rate0.01
Bounce rate2.95

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 MetricsPercentage (%)
Open rate30.69
Click-through rate2.34
Click-to-open rate7.61
Unsubscribe rate0.13
Spam rate0.01
Bounce rate2.07

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 MetricsPercentage (%)
Open rate31.02
Click-through rate2.96
Click-to-open rate9.56
Unsubscribe rate0.09
Spam rate0.00
Bounce rate4.92

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 MetricsPercentage (%)
Open rate37.93
Click-through rate2.15
Click-to-open rate5.68
Unsubscribe rate0.17
Spam rate0.01
Bounce rate2.44

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 ClientsPercentage (%)
Apple Mail59.04
Gmail27.96
Outlook4.50
Yahoo! Mail2.73
Google Android1.48
Outlook.com0.67
Samsung Mail0.16
QQ Mail0.06
Orange.fr0.06
Web.de0.06

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 know27.8%

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.

MetricsPercentage (%)
Click-through-rate64.79
Email ROI64.79
Conversion rate56.34
Still measuring open rates26.76
Reply/submission rate26.76
CTOR18.31

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.

MonthOpen RateClick-through Rate
January 28.262.48
February 27.362.38
March27.242.41
April26.362.26
May26.762.21
June27.252.11
July27.742.23
August28.752.28
September29.172.27
October28.922.27
November29.172.31
December 28.562.53

Email Marketing Types Statistics, Facts & Trends

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

Email Campaign TypesUsage Percentage (%)
Newsletter83.33
Promotional72.73
Welcome71.21
Onboarding66.67
Lead nurture60.61
Surveys51.52
Feedback48.48
Invitations48.48
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.

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

Email Service ProviderUsage Percentage (%)
Mailchimp19
Salesforce Marketing Cloud 11
Hubspot10
Campaign Monitor7
Acoustic5
Adobe Campaign5

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.

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/

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