23 Email Marketing Statistics You Need to Know in 2023

Would you believe me if I told you the average email ROI is 4,200%?

If you’re looking to add a new channel to your digital marketing campaign, email marketing may just be the right one for you.

But you need to be well-armed with information for the war for your customers’ attention. HostingTribunal's email marketing statistics will help you get there.

Fascinating Facts About Email Marketing

• 3.9 billion people worldwide used email services in 2019.
• 91% of people open their email every day.
• 28% of customers want to receive promotional emails on a weekly basis.
• Customers are three times more likely to share brand information on social media if they received it via email (if they subscribed) than via other sources.
• Brands that send personalized emails have a 50% higher open rate.
• The average email open rates in North America are 19.49%.
• Email marketing has a 4,200% ROI.
• For every dollar you invest in email marketing, you earn $42.
• Email marketing takes first place in the B2B marketing plan of 93% of professionals.
• 47% of marketers claim this is the most effective means of communication with users.
• 80% of marketing specialists rely on email marketing for customer retention and acquisition.

Email Marketing Statistics 2022

Email marketing is a great tool for communicating products and services, increasing brand recognition, and incentivizing customer loyalty. The information is sent directly to a list of consumers or prospects, making it a form of digital direct marketing.

1. 65% of B2B and B2C businesses have built brand awareness with email marketing.

(Source: Smart Insights)

You may have the impression that email marketing in 2022 is only fit for conversions and hard-selling communication (since most of the emails you receive are like that anyway).

But email marketing statistics clearly show that it enables you to achieve a myriad of marketing objectives.

2. 74% of B2B businesses use email marketing to communicate with their customers directly.

(Source: Smart Insights)

Email marketing is not a one-trick pony. You can actively use it to engage with your customers one-on-one or en masse or to entice prospects.

This form of B2B marketing succeeds because it allows clients to check the information according to their own schedule without being too intrusive.

3. Most people check their email while doing other activities.

(Source: WordStream)

Since we receive all kinds of emails, be it from friends, work, news, businesses, we have plenty of reasons to keep an eye out for our inbox. Yet, we usually do it on the go.

Email marketing stats show that 79% of people check their mailbox while on vacation, 69%—while watching TV, and 57%—in bed.

4. Spam statistic data reveals a decrease in the number of spam emails.

(Source: Statista)

Spam has always been an obstacle to overcome for effective email marketing. Verifying your domain correctly and making good use of the content will prevent your legitimate company’s email from going to the spam folder.

That said, while spam accounted for 69% of email traffic in 2012, it was down to around 50% in 2020, decreasing slightly but steadily.

Email Marketing Usage Statistics

All digital channels have grown during the past two decades and email is no exception. Although it’s one of the oldest forms of online communication, it’s still growing.

Let’s look at some email usage statistics for 2022 to see how big it actually is.

5. There were over 3.9 billion email users worldwide in 2019. That number is estimated to grow to 4.3 billion by 2023.

(Source: Statista)

What’s more, 91% of those users open their email every day. Email marketing stats also show that people spend an average of 3.1 hours per day connected to an email platform.

6. At least 49% of your email subscribers want to receive information from you once a week.

(Source: Oberlo)

Sending relevant information, such as promos, news, and opportunities, is essential to keep your communication effective. It also makes them feel that you care about them as a customer.

7. 28% of users want to receive promotional emails a few times a week.

(Source: WordStream)

Your customers are on your mailing list for a reason. They have an actual interest in your product or service. While you shouldn’t overdo it, don’t be afraid to update them with relevant information regularly.

8. The average email open rate ranges between 15% and 25%.

(Source: Campaign Monitor)

The email open rates in North America are 19% on average, while the email click-through rate is approximately 2.5%.

Marketers have become more proficient in using email for advertising purposes, with engagement numbers maintaining high averages.

If you want to know what a good open rate for email is, set your target to a minimum of 15%.

9. In 2019, 12% of marketers reported open rates between 21% and 25%.

(Source: Smart Insights)

Although this rate is decent, it has declined from 15% in 2018.

The more permission you have to communicate with your customer, the more critical your message becomes. Keep your messages relevant.

Otherwise, users won’t even bother opening your email.

Email Marketing Effectiveness Stats

Businesses understand the effectiveness of email marketing. And my, oh, my, is it effective.

Companies from all sorts of industries are taking advantage of that.

10. 86% of businesses use email marketing as their primary digital marketing strategy.

(Source: Snov Labs)

93% of B2B marketers choose email as their primary form of communication. It’s one of the most versatile and effective mediums, as we see further down. If you are in B2B marketing, email should be your go-to communication channel.

11. Email marketing generates $42 for every $1 invested.

(Source: Oberlo)

When strictly talking about sales, email is incredibly effective in generating revenue. If anyone told me I could get an email marketing return on investment of 4,200%, I’d jump on that immediately.

Email allows you to communicate directly with your customers, build trust, and improve your relationship with clients. They’ll be more likely to buy a product from a brand they know.

12. Email segmentation can increase your campaign’s revenue by 24%.

(Source: Snov Labs)

Email opening rates also grew by 39% and conversions—by 18%.

You should also consider creating targeting strategies for your email list. Even doing basic segmentation based on age and gender can make a difference. Think about your primary audience and create different email campaigns for them.

13. Most marketers send emails to their subscribers two to six times per month.

(Source: Get Response & Smart Insights)

The frequency with which you send emails is key to the success of your campaign. If you send more than six emails per month, you risk being marked as spam. Send less than two and users won’t notice you.

Email marketing statistics suggest that one email per week could maximize the effectiveness of the campaign. That way, you don’t neglect your database nor spam them.

14. Organizations with the highest open rates use A/B testing and optimization.

(Source: Smart Insights)

The use of A/B testing can increase your performance in different aspects—from deliverability and open rates to click-through rates and revenue.

The optimization of creative elements, headlines, content, or call to action is key to your email campaign’s performance.

Email Marketing Trends

The marketing world keeps evolving, influenced by the prevalent trends in the digital world.

Email marketing gets a piece of the pie too. Let’s see how the following developments affect it.

• Automation
• Mobile usability
• Interaction and personalization

Automation Email Marketing Stats

A clever email marketing automation tip that can shoot your statistics through the roof is adding welcome emails and abandoned cart emails.

15. Welcome emails generate 320% more value than promotional emails.

(Source: WordStream)

Welcome emails are sent automatically when a user registers for your website. Typically, it contains some information about your website or your business.

These automated emails lay the groundwork for a fruitful relationship with your audience. Having a good relationship with your audience will help you increase your average email conversion rate.

16. Three abandoned cart emails produce up to 69% more conversions than just one.

(Source: Oberlo)

Abandoned cart emails are sent to the users that add a product to their shopping cart without finishing the purchase. An abandoned cart software could detect this and send the now-classic “Oops! You forgot something in the shopping cart” automatic message.

The best practice for such a campaign is to send three separate emails if the user has not yet finished their purchase. However, times may vary depending on the specific needs of your clients and website.

Mobile Email Usability

The increased usage of mobile devices is also reflected in emailing statistics. Let’s see how this could impact the effectiveness of your email campaign.

17. 81% of smartphone users check their email on their mobile devices.

(Source: Snov Labs)

Email stats show that Gmail is the second most used email platform, with 26%, right after Apple iPhone with 34%. 75% of Gmail users access their accounts through their phone.

As smartphone availability increases around the world, this trend will continue to grow.

18. Around 60% of emails are opened on a mobile device.

(Source: HubSpot)

Given that 49% of internet traffic is mobile-generated, we can speculate that people use their phones to check their email more often than they do to visit other sites.

But this isn’t necessarily good news. The next email statistic reveals a rather unexpected piece of information.

19. Only 18.5% of emails get clicks from mobile devices.

(Source: HubSpot)

Compared to the desktop click rate of 72%, this number seems negligible. In fact, it is closer to the 9.3% of clicks that come from tablets. This may be a result of non-responsive email templates.

20. Mobile-responsive email design can increase the number of clicks by up to 15%.

(Source: HubSpot)

Users continually check their email on their mobile but engage less through this device. Learning to optimize your email marketing to be mobile-friendly will certainly increase click-through rates and, hence, overall email marketing ROI.

But one important question remains unanswered. If users are opening emails on their phone without clicking on the links, what happens to that engagement?

21. 32.2% of users click on an email on their mobile, open it again on their PC.

(Source: Snov Labs)

Aha! There it is. When a company sends an email, the user is most likely to see it first on their mobile device but not act upon it.

Later on, roughly a third of them will remember that particular email or see it again through their computer and engage.

One way to avoid that extra step is to refine mobile usability for your emails and increase your emails statistics.

Interactive Email and Personalization

Emails can get boring sometimes. Adding interactive elements is an excellent way to increase user engagement and click-through rates.

22. Featuring video in your email can increase click-through rates by up to 300%.

(Source: Oberlo)

You can increase your email marketing success rate by creating more attractive and engaging content. Some innovative ways to make interactive emails include adding image galleries, product recommendations, tips, surveys, GIFs, and videos. 

23. A personalized email can increase your CTR by up to 75%.

(Source: Snov Labs)

Personalization has become a must for email marketers, especially when combined with segmentation.

Using the recipient’s name in the headline, tailoring recommendations to the clients’ interests, or sending a specific discount that meets their needs will drive your email statistics and CTRs through the roof.

Let’s Wrap This Up

Email marketing has been an integral part of digital marketing for years and it will continue to be. After all, its effectiveness is still high.

The trends in automation, mobile use, and personalization keep email marketing up to date with other digital channels.

I hope these email marketing statistics have been helpful for you, whether you were only seeking information or assembling a marketing strategy.