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42 Email Marketing Statistics and Benchmarks in 2022

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Running a business can be challenging, especially when it comes to getting the word out about your products or services and trying to reach new customers.

In fact, businesses that are the most successful tend to be the ones that think outside the box and take advantage of tools that can help to grow their business.

One tool that may be extremely helpful in generating new leads and increasing sales is email marketing.

Yes, that’s right – email marketing is still alive and kicking, and statistics show that it can be a powerful and valuable tool for businesses of all industries and sizes.

According to, in 2020, the number of global email users amounted to four billion and is expected to grow to 4.6 billion users in 2025.

That’s a lot of potential customers that businesses can reach through email campaigns!

In order to assist you in making the most out of your email marketing efforts, we’ve put together some key statistics and benchmarks that can guide your email marketing strategy.

So, let’s see why email marketing is important and then dive into the numbers that you need to know in 2022.

Why is Email Marketing Important?

“If you’re running a real business, email is still the most effective way to universally reach people who have expressed interest in your product or site. For that, it really can’t be beaten.” – Colin Nederkoorn (founder of Customer.IO)

Among the most effective digital marketing channels available nowadays, email marketing undoubtedly takes the lead.

Not only is it cost-effective and easily trackable, but it also allows for personalized communication with your target audience.

Email marketing can help drive website traffic, increase customer retention, and boost sales conversions.

It provides a direct line of communication to your subscribers, allowing you to stay top of mind and develop a strong, lasting relationship with them.

In short, investing in email marketing can have a significant return on investment and should definitely be a part of your marketing strategy. 

Top 42 Email Marketing Statistics

While email marketing may not be the shiny new tool in a marketer’s toolbox, it continues to be one of the most effective channels for driving sales and building loyalty.

If you’re still on the fence about investing in email marketing, keep reading on.

Below you’ll find the top 42 email marketing statistics that demonstrate the power of an email. So, let’s cut to the chase:

  • General Email Marketing Statistics
  • Mobile Marketing Statistics
  • B2B Email Marketing Statistics
  • Personalized Email Marketing Statistics
  • Email Automation Statistics 
  • Email Marketing: Time, Day, and Frequency 

General Email Marketing Statistics

  • According to Statista, more than 300 billion emails are sent and received each day, and this number is set to grow to 376.4 billion daily emails by 2025.
  • Email marketing is a popular marketing tool for small business owners – 64.1% of small businesses use email marketing to reach their audience.
  • In November 2021, the percentage of internet users in the United States aged between 25 and 44 years who reported using emails was approximately 95%.
  • 37% of brands are going to increase their email budget, while only 1.3% percent are making cuts, according to Litmus
  • Based on Databox’s study, 33% of marketers send weekly emails to their subscribers, and 26% send emails multiple times per month.
  • 40% of consumers say they have over 50 unread emails in their inboxes.
  • In the United States, 35% of survey respondents use two email addresses, while 28% use four or more.
  • The global email marketing market was worth 7.5 billion dollars in 2020, and it is projected to increase to 17.9 billion by 2027.
  • Email marketing has an average ROI of $36 for every dollar spent, which is higher than any other channel.

Mobile Marketing Statistics

  • The majority of people check their email on either a smartphone (81%) or desktop/laptop (74%), with far fewer checking it on a tablet (21%) or smartwatch (2%).
  • According to Litmus, a majority of emails- 56%, to be exact- are opened on either Apple’s iPhone (29) or Gmail (27).
  • More than 70% of the time, people will delete an email if it displays poorly, regardless of how good the content is.
  • Over half of users (57%) won’t recommend a poorly designed mobile site to others.
  • Marketers and advertisers are investing more than half of their budget (51%) into mobile ads.
  • A majority of all online searches- nearly 60%– are now conducted on a mobile device. Some areas see an even higher percentage, with the food and beverage sector reaching 72%.
  • A study conducted by Litmus shows that more people use their Apple iPhones to read emails than any other type of device.
  • Mobile devices are becoming increasingly popular among youth– in fact, 40% of 18- year-olds and under always open email on their mobile device first.

B2B Email Marketing Statistics

  • Out of all the content marketing strategies available to B2B marketers, 40% claim that email newsletters are the most crucial.
  • The average email open rate for B2Bs is 15.1 %.
  • In 2020, the average bounce rate for B2B emails was 1.2.%, according to Emfluence Marketing Platform. 
  • The vast majority of B2B marketers (93%) use email to distribute their content.

Personalized Email Marketing Statistics

  • Personalized messaging is one of the most effective types of email, according to 62% of marketers.
  • According to Statista, 66% of marketers personalize their email content by age.
  • Adding a personal touch to your emails can increase open rates by up to 26%.
  • 50% of companies feel they can improve email interaction among subscribers by increasing personalization.
  • Marketers who use segmented campaigns notice a 760% increase in revenue.
  • The majority of consumers (71%) desire personalized experiences, and companies that don’t deliver will face 76% customer frustration.
  • Compared to promotional emails, birthday emails have a 179% higher unique click rate.

Email Automation Statistics

  • The average number of businesses using automation to streamline their marketing processes is 51%.
  • Saving time (30%)
  • Generating leads (22%)
  • Increasing revenue (17%).
  • The success rate of automation is pretty high, which is one of the many reasons why approximately 85% of marketing experts use email marketing software to automate their campaigns.
  • 35% of businesses use marketing automation to streamline their marketing and sales efforts, 34% to improve customer experience, 34% to improve customer engagement, 30% to reduce manual tasks, and 28% to increase lead generation
  • 78% of marketers believe that marketing automation is the primary reason for increased revenues.

Email Marketing: Time, Day, and Frequency 

  • 10 AM is the best time for sending emails.
  • Saturday and Sunday are not ideal days to send emails if you’re looking for high engagement.
  • The emails sent once a month have the highest open and click-through rates (28% and 7%, respectively).
  • The great majority of customers, 86%, would like to receive promotional emails at least monthly, with 15% preferring to get them every day.
  • Based on engagement levels, 63% of businesses send emails to subscribers less frequently.

How To Improve Your Email Marketing Strategy?

In a world where nearly everyone has an email address, email marketing has become one of the smartest and most efficient ways to reach your target audience.

However, with so many businesses using this method of marketing, it might be tough to make yours stand out from the crowd.

If you’re ready to take your email marketing up a notch, here are eight tips to help you get started:

Keep Your List Clean and Up-To-Date

Nothing will kill your email marketing campaign faster than a database full of outdated or inaccurate information.

For instance, sending an email to a person who has already unsubscribed not only wastes your resources but it can also result in complaints or blacklisting.

In order to make the most out of your email list, regularly clean it by removing inactive or invalid email addresses.

There are a number of email list cleaning services available to help with this task, such as Neverbounce or BriteVerify. Simply upload your list, and they will take care of the rest.

In addition, make sure that your subscribers have the option to easily update their information or unsubscribe from your list.

This will not only improve the effectiveness of your campaigns but also demonstrate that you value and respect your audience’s preferences.

Personalize Your Messages

Gone are the days of generic, one-size-fits-all marketing messages. Today’s consumers want to feel like brands understand their individual needs and interests.

Personalizing your messaging can help establish a stronger connection with your audience and ultimately drive more conversions.

One way to personalize your messages is by segmenting your email list and sending targeted campaigns to specific groups.

You can also use data from past interactions with customers to tailor your messaging and offers.

Another strategy is to utilize dynamic content, which allows you to display different messaging or product recommendations based on a user’s behavior or attributes.

There are numerous ways to personalize your marketing efforts, so experiment and see what resonates with your audience.

By delivering relevant, personalized messages, you’ll be able to stand out from the competition and drive better results.

Make Use of Automation

Time is the most valuable and limited resource for any business. That’s why automating certain tasks can have a significant impact on your productivity and overall success.

Email automation allows you to set up triggered campaigns based on subscriber behavior, such as abandoned cart emails or product recommendation emails.

This helps not only save time, but also ensure your customers receive timely, relevant messages.

Additionally, automating email tasks like list segmentation and A/B testing can streamline your marketing efforts and enhance the effectiveness of your campaigns.

Start incorporating email automation into your strategy and watch your productivity and results soar.

Be Responsive

There is nothing more frustrating for a customer than sending an email and never receiving a response.

Whether it’s a question about a product or service, or feedback about an experience, customers expect to receive a prompt and courteous reply. Sadly, this is often not the case.

Emails are often ignored or go unanswered, and when customers do receive a response, it’s often days later.

This leaves customers feeling angry and frustrated and can damage their relationship with a company. To improve your email marketing strategy, make sure to prioritize responsiveness.

Train employees on the importance of promptly responding to customer emails, and make it a point to reply within 24 hours at the very least.

Consider setting up an auto-response to let customers know their email has been received and when they can expect a more thorough response.

By demonstrating responsiveness and attentiveness, you can improve customer satisfaction and strengthen their loyalty to your brand.

Try An Email Spam Checker

Every marketer’s worst nightmare is having their emails marked as spam. Not only can this negatively impact your deliverability rates, but it can also harm your sender reputation and ultimately hurt the success of your email marketing campaigns.

Before sending out an email, run it through an email spam checker tool to ensure that it complies with spam laws and best practices.

This can help flag any potential red flags, such as using too many exclamation points or including too many links.

By avoiding these common spam triggers, you can improve the likelihood that your emails will successfully reach recipients’ inboxes.

Pay Attention to Your Metrics

Email marketing is all about driving results, whether it’s generating leads or increasing sales.

But to do this efficiently, you need to pay attention to the metrics and data related to your campaigns. This includes open rates, click-through rates, unsubscribe rates, and overall ROI.

By regularly analyzing these metrics, you can identify areas for improvement and make changes to optimize your campaigns.

For example, if you notice a high unsubscribe rate, it could be a sign that your content is not relevant or engaging enough for your audience.

In this case, you may want to make adjustments to your targeting and segmentation strategies to ensure you’re sending the right messages to the right people.

Similarly, low open or click-through rates could indicate that your subject lines and overall messaging need to be improved.

By paying attention to the metrics and using them as a guide, you can improve the performance of your email marketing strategy and drive better results.

Keep Your Subject Lines Clear and Concise

Your email’s subject line is often the deciding factor in whether a recipient opens your message or sends it straight to the trash.

To ensure that your emails are being opened and read, make sure your subject lines are clear and concise.

Avoid overly wordy or gimmicky language, as this can come across as spammy and turn recipients off.

For instance, instead of a subject line like “You won’t believe these unbelievable deals!” try something more straightforward and specific, like “50% off all summer styles.”

In addition, personalize your subject lines whenever possible by including the recipient’s name or mentioning their past purchases. This can increase the likelihood that they’ll open your email.

By writing clear and personalized subject lines, you can improve the effectiveness of your email marketing strategy and drive higher engagement with your campaigns.

Include Images or Videos in Your Emails

Adding visuals to your emails can help capture attention and make your message more engaging.

Including images or videos related to your content can also make it easier for recipients to understand and retain information.

However, be sure to use visuals that enhance the message rather than detract from it.

Avoid overwhelming the email with too many large images, and make sure they load properly on both desktop and mobile devices.

Additionally, be sure to include alt text for all images in case they don’t load properly for some recipients.

So, the next time you’re crafting an email campaign, consider incorporating visuals to improve the overall effectiveness and impact of your message.

Keep Your Emails Short and Sweet

It can be tempting to include as much information as possible in your emails, but it’s important to remember that recipients likely have limited time and attention spans.

Instead of including lengthy blocks of text, try to keep your emails short and to the point. Focus on one main message or call-to-action, and use bullet points or short paragraphs to get your point across.

For instance, instead of writing a paragraph about your company’s summer sale, include a brief introduction and then list out the specific promotions or deals.

In addition, break up the text with visuals and white space to make it visually appealing and easier to read.

By keeping your emails short and succinct, you can improve the likelihood that recipients will actually read and engage with your message.

Stay Up-To-Date on Industry Trends and Changes

Email marketing is constantly evolving, with new technologies and strategies emerging all the time.

To stay competitive, it’s important to stay up-to-date on industry trends and make adjustments to your strategy accordingly.

This could involve regularly checking industry news and resources, attending conferences or events, or even experimenting with new tools or techniques.

By staying on top of industry changes, you can ensure that your email marketing strategy remains effective and relevant.

Develop an Email Marketing Plan

Behind every successful email marketing campaign is a well-developed plan.

Before diving into sending out emails, take the time to brainstorm and outline your goals, target audience, call-to-action, and content.

Consider what you want to achieve with your emails, such as driving traffic to your website or increasing sales. Then determine who your target audience is and tailor your messaging and offers to them.

Decide on a strong call-to-action, such as encouraging recipients to shop your latest collection or sign up for a newsletter.

And finally, plan out the content of your emails by determining what information or promotions you want to include.

Having a solid plan in place can help guide your email marketing efforts and increase the effectiveness of your campaigns.

Email Marketing Can Make a Difference In Your Business Success

Email marketing remains an incredibly powerful tool for businesses of all sizes.

The email marketing statistics and benchmarks in this report show that email is still one of the most effective channels for reaching customers, keeping them up-to-date on your latest products and services, and driving sales.

With the right strategy, your business can see great success with email marketing!