70+ Noteworthy Email Marketing Statistics That Every Business Needs to Know

Not convinced? These 70+ email marketing statistics show the value of email marketing, and why it should be a part of your online marketing strategy:

• General email marketing statistics
• Email marketing statistics related to return on investment (ROI)
• Consumer preferences (By generation)
• B2B email marketing statistics
• AI and automation in email marketing statistics
• Personalized email marketing statistics
• Performance metrics statistics
• Cybersecurity statistics

You can also check out our email marketing services to learn all about what it can do for your business!

General email marketing statistics

Email marketing is an integral part of a business’s digital marketing strategy. It enables you to nurture your relationships with your customers and prospects. Check out these general email marketing statistics:

Market size and growth

1. $18 billion is the global email marketing market’s projected value in 2027.
2. More than $10 billion is the estimated revenue of email marketing in 2023.
3. Email marketing’s projected revenue in 2024 is more than $9.5 billion.
4. The global email marketing software market is projected to grow to $2.28 billion by 2027.
5. 408 billion is the forecasted total number of business and consumer emails sent and received per day by 2027.
6. 376 billion is the projected number of emails sent and received each day globally by 2025.
7. The United States was the country with the highest number of emails sent daily in 2023, with almost 10 billion.
8. The number of global email users in 2023 was 4.37 billion.
9. The projected number of global email users in 2026 is 8 billion.

General campaign

10. Marketing emails have 48 words on average, according to a recent study. 434 words take approximately 3.3 minutes to read.
11. 62% of email marketers take two or more weeks to create an email.
12. More than 80% of industry experts said they used email newsletters in their marketing strategies in 2022.
13. Nearly 17% of marketers use newsletters in select countries, making it the most popular type of email marketing campaign.
14. About 15% of marketers use promotional email campaigns in their marketing.
15. Around 35% of marketers in select countries said that Tuesdays were the most preferred weekday for sending out marketing emails.
16. 16% of marketers said product awareness and promotions were the key objectives of their email marketing campaigns.
17. Nearly 15% of marketers said retention and newsletters were their key email marketing campaigns’ key objectives.

Performance benchmarks

18. 83% is the average deliverability for email newsletter tools tested.
19. The average open rate (an important email engagement metric) for marketing emails is 34.23%.
20. Email open rates can vary by industry, with an average open rate of 21.5% across industries studied.
21. Nearly 3% is the average click rate of marketing emails.
22. The average unsubscribe rate is 1%.
23. Below 1% is the email unsubscribe rates from various countries in 2022.

🎥Video: Email marketing tips to earn subscribers

Consumer behavior

24. 60% of people say that emails influence their purchase decisions.
25. 10 seconds is the average time people spend reading a brand email.
26. 27% of consumers said that it was likely or very likely that a brand’s regular newsletter would influence them to purchase something.
27. A quarter of consumers in the US said they’re likely to purchase a product after receiving an email newsletter.

Email marketing statistics related to return on investment (ROI)

Should marketers invest in email marketing? Here are email marketing stats to prove that this strategy has one of the best ROIs:

28. $36 to $40 for every dollar spent is the average return on investment (ROI) through email marketing.
29. About 52% of marketers reported a two-time improvement rate in their email marketing campaigns’ ROI rates in 2023.
30. Nearly 6% of marketers reported a four times larger ROI rate in 2023 compared to their 2022 ROI.

Consumer preferences (By generation)

What do your email recipients think about your newsletters and emails? Here are valuable email marketing statistics related to what consumers believe:

Baby boomers

31. 31% of baby boomer respondents in the U.S. said that it was likely or very likely that a brand’s regular newsletter would influence them to purchase something.
32. 27% of baby boomer respondents in the U.S. said that it was unlikely or very unlikely that a brand’s regular newsletter would influence them to purchase.

Generation X

33. 32% of Generation X consumers in the U.S. said it was likely or very likely that a brand’s regular newsletter would influence them to purchase something.
34. 25% of Generation X consumers in the U.S. said it was unlikely or very unlikely that a brand’s regular newsletter would influence them to purchase.

Millennials

35. 79% of millennial consumers in the U.S. said they liked being contacted by brands via email in 2022.
36. 69% of millennial respondents in the U.S. said they use email to contact brands.
37. 40% of millennial respondents in the U.S. said that it was likely or very likely that a brand’s regular newsletter would influence them to purchase something.
38. 22% of millennial respondents in the U.S. said that it was unlikely or very unlikely that a brand’s regular newsletter would influence them to purchase.

Generation Z

39. 57% of Generation Z consumers in the U.S. said they liked being contacted by brands via email in 2022.
40. 56% of Generation Z respondents in the U.S. said they use email to contact brands.
41. 37% of Generation Z respondents in the U.S. said it was likely or very likely that a brand’s regular newsletter would influence them to purchase something.
42. 27% of Generation Z respondents in the U.S. said it was unlikely or very unlikely that a brand’s regular newsletter would influence them to purchase something.

B2B email marketing statistics

Email marketing is one of the effective channels that business-to-business (B2B) companies can use to nurture their relationships with their prospects. Here are stats to back this up:

43. 77% of B2B buyers say email is their preferred channel of communication.
44. Half of B2B marketers in the US claim that email marketing is the most effective channel in their multichannel strategy.
45. 44% of B2B marketers believe that email newsletters as a distribution channel produce the best results.

AI and automation in email marketing statistics

Marketers are adopting artificial intelligence (AI) for various strategies, including AI. Here are email marketing stats related to AI and automation:

Adoption

46. 63% of marketers said they used automation in their email marketing efforts.
47. 58% of marketers say they use automation for their email strategy, making it the channel that relied the most on marketing automation.
48. 57% of marketers at companies with over 500 employees use AI in their email marketing campaigns.
49. 49% of marketers using AI create email content with it.
50. 95% of marketers using generative AI for email creation rated it as effective.

Perceived effectiveness

51. 51% of U.S., UK, and European marketers believed that AI-supported email marketing was more effective than traditional email marketing.
52. 20% of marketers in the U.S., UK, and European countries believed AI-backed email marketing was as effective as traditional email marketing.

Applications

53. 40% of marketers in the U.S., UK, and other European countries said that automatic content and image generation was the most interesting application of AI in email marketing.
54. 34% of marketers in the U.S., UK, and other European countries said that content and newsletter personalization was the most interesting application of AI in email marketing.

Personalized email marketing statistics

Fun fact: 90% of marketers say that personalization significantly improves profitability. That said, here are key personalized email marketing stats:

55. 78% of respondents use personalization strategies in email marketing.
56. About 65% of marketers from select countries sent out more than half of their email marketing campaigns with personalized subject lines.
57. About 9% of marketers did not send emails with personalized subject lines.
58. 44% is the sales conversion increase from AI-powered dynamic content personalization.

Performance metrics statistics (By type/industry)

Open rates by email type

59. Webinar reminder emails sent at the webinar’s start time have a nearly 78% open rate.
60. Nearly 64% is the average open rate of welcome emails.
61. About 39% is the average open rate of cart abandonment emails.
62. Webinar invitation emails have a 33% average open rate.

Open rates by industry/category

63. Religion-related emails have the highest open rates (43.96%), followed by emails from art organizations and artists (42.16%).
64. In a recent study, the education sector had the highest email open rates at 5%.

Open rates subject line factors

65. 28% is the average open rate of emails without an emoji in their subject lines, higher than emails with emojis (26.42%).

🎥Video: Tips to increase email open rate

Open rate trends and distribution

66. Around 67% of marketers globally said their email marketing campaigns’ open rates increased from 2021 to 2022.
67. More than 60% of marketers said that their email campaign open rates improved in 2022.
68. Nearly 58% of marketers worldwide claimed that the open rates of their email marketing campaigns were between 20% and 50%.
69. 30% of marketers worldwide said their email marketing campaigns had an open rate of 10% to 20%.

Click-through rates (CTR) and click-to-open rates (CTOR)

70. 23% is the average click-through rate of cart abandonment emails.
71. Marketing emails in the financial services sector had the highest click-to-open rate (CTOR) in 2022 at almost 17%.
72. Marketing emails in the publishing sector had a 5% CTOR in 2022.

Cybersecurity statistics

73. More than half of businesses said phishing attacks resulted in client data breaches.
74. About 27% of businesses globally experience four to six successful cyberattacks in a year.
75. 15% of businesses said they became victims of more than 50 bulk phishing attacks.

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