100 Email Marketing StatisticsTo Drive Your Email Marketing Strategy


Email Marketing Stats

With growing popularity of modern marketing techniques like social media and mobile marketing, email marketing seem old-fashioned to many people. While a section of people perceive email marketing to be dead, the reality seems to be completely opposite of this vague perception.

Email Marketing has evolved to work simultaneously with social media and other modern marketing channels. These new channels have in fact amplified the power of email as the most powerful marketing communication channel.

Here is a compilation of 100 statistics to give you insights on the major email marketing trends in practice all around the world.

General Facts and Stats

  1. The total number of worldwide email accounts is expected to increase to over 4.9 billion accounts by year-end 2017. (Radicati)
  2. The number of e-mail users worldwide is forecasted to rise to 2.9 billion users by 2019. (Statista)
  3. On an average, consumers have about 1.8 email accounts per person. (Radicati)
  4. Data related spend for every email is expected to rise to $1.2 billion by the end of 2016. (DMA)
  5. Most consumers check their email and text messages first thing in the morning, before anything else. (Adestra)
  6. 73% of the millennials prefer email for business communication because it is a ‘part of the everyday life’. (Clickz)
  7. The number of e-mail users in the US is projected to grow to 244.5 million by the end of 2017. That number is forecast to grow to 254.7 million by 2020. (Statista)
  8. Gmail has over one billion active users as of February 2016. (Techcrunch)
  9. Consumers have an average of 1.8 accounts per user. US business users have an average of 1.2 accounts per user as of 2016. (Radicati)
  10. Consumer email accounts make up the majority of US email accounts in 2016, representing 79% of US mailboxes. (Radicati)
  11. Constant Contact surveyed small business owners and found that 49% do not use email marketing data to assist with their email marketing campaigns because they do not know where to begin. (Constant Contact)
  12. Half of the email users check their emails when bored, so your email must eliminate their boredom. (Adestra)
  13. More than 86% of businesses surveyed indicate that they plan to increase their upcoming email marketing budgets. (Email on Acid)
  14. On registration and download forms, email is (not surprisingly) the single most essential field for 97% of marketers, followed by name (92%) and company (79%). Least essential are postal address (11%), followed by company size (12%). (BrightTalk)
  15. 86 percent of digital marketers at companies of all sizes regularly use email marketing—and they consider email more effective for awareness, acquisition, conversion, and retention than any other tactics. (Gigaom Research)
  16. Almost a fifth of companies (24%) purchase email lists. (Experian)

Email Automation

  1. “91% of the most successful users say marketing automation is “very important” to the overall success of their marketing programs.” (Marketo and Ascend2)
  2. Welcome emails have 320% more revenue per email than other promotional emails. (Demac Media)
  3. 63% of companies successful in Marketing Automation plan to increase their Marketing Automation budget. (Marketo)
  4. 47% of users think marketing automation is worth the price. (VentureBeat Insight)


  5. 80 percent of marketing automation users saw their number of leads increase, and 77 percent saw the number of conversions increase.” (VentureBeat)
  6. 95% of companies using marketing automation are taking advantage of email marketing. – (Regalix)
  7. 56% of companies currently use an email marketing provider and are 75% or more likely to be purchasers of marketing automation software over the next year. (Campaign Monitor)
  8. Triggered emails drive 624 percent higher conversion responses for the same number of sends as compared to “batch and blast” emails. This is driven by a 381 percent higher click rate, and a 180 percent higher post-click conversion rate. (VentureBeat)
  9. Marketing automation adoption is growing nicely for most B2B marketers. Today, it is most commonly used for email distribution (53%), campaign tracking (49%), reporting and analytics (49%). Least common uses were lead notification (39%) and distribution (28%). (BrightTalk)


  1. Increasing the engagement rate of email marketing is a top priority for a majority (54%) of marketing influencers. (Ascend2) 
  2. Across every demographic, email was the most popular channel. 64% prefer email to communicate with companies. (MarketingSherpa)
  3. Email subject lines that include the words “thank you” have the highest above-average engagement levels (62 percent). (Adestra)


  4. 89% of marketers say that email is their primary channel for lead generation. (Mailigen)
  5. 78% of consumers have unsubscribed from emails because brands were sending too many emails. (Hubspot)
  6. Subject lines personalized with a recipient’s first name, can lift open rates by 20%! (SuperOffice)
  7. Increasing the engagement rate of email marketing is a top priority for 54% of marketers. (Ascend2)
  8. Email with social sharing buttons increase click through rate by 158%. (Sarv Resource)
  9. Email subscribers are 3 times more likely to share your content via social media than visitors from other sources. (FORBES)


  1. 96% of organizations believe that email personalization can improve email marketing performance. (ABERDEEN) 
  2. Personalized messages based on behaviour are 3 times better than batch and blast. (Marketo)
  3. Personalized email messages improve click-through rates by an average of 14% and conversions by 10%. (Aberdeen)
  4. Emails with personalized subject lines are 26% more likely to be opened. (Campaign Monitor)
  5. Segmented and targeted emails generate 58% of all revenue. (DMA)
  6. 75% of enterprises will be investing in personalized messaging in 2015. (VentureBeat)
  7. Marketers have noted a 760% increase in revenue from segmented campaigns. (Campaign Monitor)
  8. 50% of companies feel they can increase interaction within email by increasing personalization. (Experian)
  9. 51% of marketers say that email list segmentation is the most effective personalization tactics. (Ascend2)


  10. Brands that included personalized subject lines experienced 27% higher unique click rates, 11% higher click-to-open rates. (Experian)
  11. Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns. (Mailchimp)
  12. The open rate for e-mails with a personalized message was 18.8%, as compared to 13.1% without any personalization in 2016. (Statista)
  13. Brands that personalize promotional marketing emails experience 27% higher unique click rates and 11% higher open rates than those that do not personalize. (Experian)
  14. The average consumer is now connected through five addressable devices. (Data & Marketing Association)
  15. Interactive email content increases click through rate by 17 times. (MarTech Advisor)
  16. 70% of consumers frustrated when content isn’t relevant to them. (Exit Bee)
  17. Targeted emails drive 18 times more revenue than non-targeted ones. (Sarv Resource)
  18. 60% of retailers are integrating email with social media channels like Facebook and Twitter, but just 36% use social media to improve the relevance of their email campaigns. (Yes Lifecycle Marketing)

Mobile Email

  1. The iPhone was the dominant device, generating 42 percent of all email opens. The desktop saw just over 32 percent of email opens. (Marketing Land) 
  2. According to comScore report, Mobile now represents 65 percent of digital media time. (Marketing Land)


  3. About 53% of emails are opened on mobile devices. (Campaign Monitor)


  4. 75% of Gmail’s 900M users access their accounts via mobile devices. (TechCrunch)
  5. 55% of all emails are now opened on a mobile device. (Litmus)
  6. 75 percent of Gmail users now access their emails on mobile devices. (TechCrunch)
  7. More emails are read on Mobile than on desktop email clients. Stats say 54% of email is now opened on a mobile device (Litmus “State of Email”)
  8. The Apple iPhone leads email client market share with 33%, followed by Gmail at 19% as of December 2016. This was calculated for 1.44 billion opens. (Litmus)
  9. Litmus’ Email Analytics tracks open emails from over 1.4 billion sent emails and reports that emails opened on mobile devices has risen and held steady at 56% of all emails sent. (Litmus)
  10. Email recipients who favor mobile-aware email marketing designs rose from 15% in 2015 to 27% in 2016. (Litmus)
  11. According to Litmus, in 2016 the greatest number of emails was opened on mobile devices at 54%, Webmail ranked second at 30% and Desktop email opens dropped to 16%. (Litmus)
  12. Two-thirds of emails are read on either smartphones or tablets. (Marketing Land)
  13. 55% of all emails are opened on mobile devices. (EmailMonday)
  14. Outside of work, Americans most commonly check their email while watching TV (70%), from bed (52%), on vacation (50%), while on the phone (43%), from the bathroom (42%), and even while driving (18%). (Adobe)
  15. 75% of Gmail users access their accounts on mobile devices. (TechCrunch)
  16. 48% of emails are opened on a smartphone. (Movable Ink, 2015) 41% of emails are opened on an iPhone. (Movable Ink)
  17. Marketers’ can no longer ignore mobile and tablets. Email open rates from mobile devices have grown by 180% in three years and the percentage of open rates from mobile continues to grow each quarter. (Campaign Monitor)
  18. Mobile email click-throughs increased 22.8 percent on Black Friday. (Email Monday)


Email Conversion

  1. At the end of 2016, the average open rate across all industries was 24%. (Smart Insights)
  2. 26% of marketers claiming that sales are the primary objective of email marketing campaigns. (The Direct Marketing Association)
  3. Marketers have found a 760% increase in email revenue from segmented campaigns. (Campaign Monitor)
  4. Emails with a Single CTA Increased Clicks 371% and Sales 1617%. (WordStream)
  5. One in five shoppers converts if they’re reminded within an hour regarding their abandoned carts. (Barilliance)


  6. Nurtured leads tend to make 47% larger purchases than non-nurtured ones. (FORBES)

Email ROI

  1. Email marketing has an ROI of 3800%. (DMA)
  2. 60% of marketers use conversion rates to evaluate an email’s effectiveness. (DMA)
  3. It is reported that for every dollar spent on email marketing, an average of $44 dollar return on investment is realized. (Campaign Monitor)
  4. Nearly 1 in 5 companies (18%) reported an ROI of more than $76 in 2014, which is 3x more than 2013 figures (5%). (DMA)
  5. 29% of marketers look at ROI metrics to evaluate email effectiveness. (DMA)
  6. A June 2016 survey of US marketers conducted by the Direct Marketing Association (DMA) and Demand Metric found that email had a median ROI of 122% – more than four times higher than other marketing formats, including social media, direct mail and paid search. (eMarketer)
  7. For every $1 spent, email marketing generates $38 in ROI. (Campaign Monitor)
  8. 77% of ROI comes from segmented, targeted, and triggered campaigns. (DMA)
  9. 50% of marketers anticipate their company’s spend on email to increase during 2015. (DMA)


  10. 83% of B2B marketers use email newsletters for content marketing. – (Content Marketing Institute)


  11. At 1.47 million emails sent per month, US companies send more emails than the global average of 1.38 million. (MarketingLand)


Email Segmentation

  1. 42% of marketers do not send targeted email messages; only 4% use layered targeting. (MarketingProfs)
  2. 83% of companies use at least basic segmentation for their emails. (Econsultancy)
  3. The ability to segment email lists and individualize email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively. (Ascend2)
  4. Segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association)

Email Copy

  1. One-third of millennial workers are comfortable using emojis to communicate with a direct manager or senior executive. (Adobe)
  2. Email subject lines that include the words “thank you” have the highest above-average engagement levels. (Adestra)
  3. Nearly half (47%) of marketers say they sometimes test alternate subject lines to optimize email performance. (MarketingProfs)
  4. Among effective email practices, delivering compelling content at each stage of the buying process is most popular, drawing 56% of responses. This is followed by offering downloadable content (49%) and behavior-based segmentation (45%). (BrightTalk)
  5. Email subject lines that are between six and 10 words perform the best with a 21% open rate. Contrary to this finding, the majority (52%) of emails today has 11- to 15-word subject lines, and in turn, only garners a 14% open rate. (Retention Science)

Click-through Rate

  1. 54% of marketers say increasing engagement rate is their top email marketing priority. (Ascend2)
  2. 11 a.m. ET has the highest click through rate for email sends. (HubSpot)
  3. 15% of marketers surveyed say their company still does not regularly review email opens and clicks; only 23% say they have integrated their website and emails to track what happens after a click. (MarketingProfs)
  4. B2B email campaigns reported a 47% higher click-through rate than B2C in 2016. (emfluence)

Hope these stats help you understand how significant it is to invest in email marketing. These statistics should help you determine better strategies to ensure greater success of your email marketing campaigns.

If we have missed something, please let us know!

Lance Rogers, Consultant