When your resources are limited, you want to be sure that you’re not wasting any of your precious time and money when starting a business. But when it comes to marketing, your business can’t afford to ignore a tool as valuable as email marketing.
But with so many other ways to reach your customers, why should you be relying on email marketing anyway? Is it even worth it? In short: yes.
The impact of email marketing can do much more than just getting messages into inboxes. There’s a lot of buzz surrounding email marketing and its benefits, but what do the email marketing stats suggest? Well, the numbers say it all when it comes to proving the credibility of email marketing.
P.S. If you want to become an email marketing master, don’t forget to check out our email marketing strategy guide.
Let’s take a look at what email marketing is, and then jump on to the top email marketing stats that you need to know in 2022.
- What is Email Marketing?
- 1. The Widespread Usage of Email
- 2. Billions of Emails Are Sent Daily
- 3. Email Delivers a Strong Return on Investment
- 4. Use of Email for Content Distribution
- 5. Email Marketing Helps to Grow Your Business
- 6. Welcome Emails Have a High Open Rate
- 7. Personalization Works Wonders For Email
- 8. The Power of Abandoned Cart Emails
- 9. Interactive Emails Are the Way Forward
- 10. Customers Like to Hear From You
- Summary: Email Marketing Statistics
- Want to Learn More?
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What is Email Marketing?
Email marketing is the use of email to promote products or services. But it’s not just limited to that. You can use email marketing to develop relations with current customers, and/or to reach out to potential customers. Email marketing allows businesses to keep their customers informed, and to customize their marketing messages accordingly. Think of it as one of the most cost-effective and conversion-rich forms of digital marketing today. It’s potent, persuasive, and gets your ecommerce store great results.
Here’s a list of interesting email marketing statistics that go to show just how valuable email marketing is.
1. The Widespread Usage of Email
Email has made its way from being simple messages between academics to widespread global usage. In 2022, the number of email users worldwide is forecast at 4.3 billion (Statista, 2021). This figure is set to grow to 4.6 billion in 2025, making up more than half of the expected world population.
This statistic clearly shows that email marketing is an opportunity that brands shouldn’t be missing out on.
If you’re doing business in the developed world, your customers are using email, and you should be as well. No matter how small your business is, you have the power to reach people through email marketing 24 hours a day, 365 days a year.
The advantage of reduced time and effort that comes with email can help you structure your email marketing strategy in a better way and connect with your audience in an instant.
2. Billions of Emails Are Sent Daily
In 2022 alone, 333.2 billion emails are expected to be sent and received each day (Statista, 2021). That’s a staggering amount of daily emails.
That’s not all. This figure is also expected to increase to over 375 billion by 2025. This email marketing statistic will likely prove to you that email marketing isn’t going anywhere soon. In fact, it’s growing.
Over the years, many new forms of communication have emerged. Despite this emergence, email marketing has remained strong and is continuing to grow. With this email marketing stat in mind, it’s hard to ignore the potential of a great email marketing campaign.
3. Email Delivers a Strong Return on Investment
There’s no surprise that with the widespread popularity and indisputable benefits of email marketing, the return on investment is massive. A well-thought-out email marketing strategy will make you money.
For every $1 you spend on emails marketing, you can expect an average return of $42 (DMA, 2019). There’s a tonne of email marketing benefits, but this one tops the charts for keeping your business steady and going.
4. Use of Email for Content Distribution
With such a strong ROI, it should come as no surprise that email marketing is one of marketers’ favorite content distribution methods.
The latest statistics show that as many as 87 percent of marketers use email marketing to disseminate their content (Content Marketing Institute, 2020). This makes email the second most popular content distribution channel, just behind social media at 89 percent.
It’s also ahead of other organic channels like the company website or blog and presentations at events—be it virtual or in-person.
Email marketing offers so many benefits as a content distribution channel that marketers aren’t just using it organically—one-third of them (33 percent) are also engaging in paid collaborations to promote their content to their partners’ email databases.
In fact, email is so popular among marketers that email engagement is one of the top metrics to evaluate content performance. 86 percent of marketers say they look at email engagement metrics such as open rates, click rates, and downloads to determine how successful a piece of content is, more so than website traffic and social media analytics.
5. Email Marketing Helps to Grow Your Business
Email continues to be the main driver of customer retention and acquisition for small and midsize businesses. According to the data, 81% of SMBs still rely on email as their primary customer acquisition channel, and 80% for retention (Emarsys, 2018).
There might be a lot of talk about social media, and likes, shares, and tweets, but that doesn’t mean that email marketing is becoming any less valuable. Research findings from this study show that email marketing tops the chart in comparison to organic search, paid search, and social media when it comes to customer acquisition and retention. Not to say that Facebook isn’t important for your business, but if you’re looking for direct impact and reach, there’s no competition with email marketing.
6. Welcome Emails Have a High Open Rate
Open rates are one of the best ways to tell how well your email marketing strategy is performing. This shows how many people are opening your email. After all, who doesn’t want their email marketing campaign to work wonders?
But what percentage of your audience even opens the emails that they get? Let’s talk stats. The average open rate for a welcome email is 82% (GetResponse, 2017). You can use this to your advantage when you’re building your email campaign for your growing audience. With such a high open-rate for welcome emails, maybe you can slip in some useful information that you want your audience to know about in the welcome email that you send them.
7. Personalization Works Wonders For Email
As the previous stat shows, the average email open rate is 20.81%. But if you personalize your emails, you’ll start to see the incredible impact that personalization can have. Emails with personalized subject lines generate 50% higher open rates (Yes Lifecycle Marketing, 2019).
So, a great email marketing tip would be to customize your greeting and subject line to include individual names when you send out emails. If that’s too much of a task, you could try personalizing your emails with the company’s name, industry, or a topic of interest.
8. The Power of Abandoned Cart Emails
An abandoned cart email is a follow-up email sent to someone who has added items to their cart, and gotten through a part of the checkout, but then left the site without purchasing the items. A lot of people put items in their online shopping cart, only to then leave without completing the purchase. Your business could work around this by sending abandoned cart emails and retrieving your lost potential for transactions.
Do abandon cart emails work? The statistic is here to back this claim up. Sending three abandoned cart emails results in 69% more orders than a single email (Omnisend, 2018). This type of ecommerce email is one of the most effective for boosting revenue.
9. Interactive Emails Are the Way Forward
Your emails should create user engagement. Gone are the days where your email marketing campaign needs to be limited to a newsletter format. Marketers are looking for better engagement in the form of interactive content.
Reports have shown that adding videos to your email can increase click rates by 300% (Martech Advisor’s 2017 data). That’s a shocking number. Marketers also tend to include sliders, collapsible menus, and GIFs to make their emails look better to customers. Also, don’t forget to make sure that all of your interactive emails are optimized for mobile devices.
10. Customers Like to Hear From You
When looking at the frequency with which consumers would like to receive brand emails, 49% (Statista, 2017) of consumers said that they would like to receive promotional emails from their favorite brands on a weekly basis. This email marketing statistic is especially handy when you’re worrying about sending emails to your customers too often. Your audience likes to hear from you, and apparently, they’re happy to hear from you via email.
Summary: Email Marketing Statistics
Here’s a summary of the email marketing statistics for 2022:
- The number of active email users is forecast to reach 4.6 billion in 2025.
- 333.2 billion emails are sent and received each day in 2022.
- The average expected ROI is $42 for every $1 you spend on email marketing.
- Nearly nine out of every ten marketers use email marketing to distribute content organically.
- 81% of small businesses rely on email as their primary customer acquisition channel, and 80% for retention.
- The average open rate for a welcome email is eight percent.
- Emails with personalized subject lines generate 50 percent higher open rates.
- Sending three abandoned cart emails results in 69 percent more orders than a single email.
- Videos added to your email increase click rates by 300 percent.
- 49 percent of consumers would like to receive promotional emails from their favorite brands.
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Is there anything else you’d like to know about email marketing statistics and wish was included in this article? Let us know in the comments below!
Is email marketing still effective 2022? ›
Absolutely! It is more relevant now than ever before. Research shows us that email is still the best channel to reach people on, ahead of other channels, even with the increase in popularity of social media and other messaging platforms. Email users are anticipated to continue growing.What is a good email open rate in 2022? ›
A good email open rate is one that meets the average across industries—right around 17%.What is the best email marketing tool in 2022? ›
- Best Overall: Mailchimp.
- Best for Automation: ActiveCampaign.
- Easiest to Use: MailerLite.
- Best All-in-One Marketing Suite: Hubspot.
- Best Affordable Option: Moosend.
- Best for E-commerce: Drip.
What is a good open rate for email? A good email open rate should be between 17-28%, depending on the industry you're in. While knowing these numbers is a great starting point, it's worth it to look into your specific industry averages and compare your metrics with those in your specific industry.How do I grow my email list in 2022? ›
- Encourage engagement with your emails. ...
- Segmentation of email lists. ...
- Create a new lead generation offer. ...
- Use a sign-up sheet. ...
- Don't forget your existing contacts. ...
- Add a signup button in your emails. ...
- Add incentives for signing up. ...
- Use social media to promote your signup page.
According to Campaign Monitor, a healthy email open rate can be anything from 20% - 40% (or higher).Is 30% a good email open rate? ›
In general, an open rate of 30% is, in practice, a top-tier score, and most people average 10-15% per campaign. Be a Better Marketer: Learn even more about achieving a good email open rate!Is 50% email open rate good? ›
Email open rates vary from industry to industry and depend on the quality of your email list. However, the average email open rate across all industries is 17.92%. This means anything from 15% to 25% and up is a good open rate.What is the most powerful email service? ›
- Gmail. Gmail is the most used and popular email service provider with over 1.2 billion users all around the world. ...
- Outlook. Outlook was initially founded as Hotmail by Microsoft. ...
- AOL Mail. ...
- 4. Yahoo Mail. ...
- iCloud Mail. ...
- ProtonMail. ...
- Zoho Mail. ...
- Yandex Mail.
- Look for Opportunities to Diversify. ...
- Embrace Paid Social. ...
- Focus On Your Existing Content. ...
- Nurture Brand Advocates. ...
- Constantly Optimize User Experience. ...
- Connect Online and Offline Strategies. ...
- Prioritize Authenticity. ...
- Create a Memorable Message.
What percentage of emails convert to sales? ›
The conversion rate shows what percentage of marketing emails lead to sales, on average. In 2021, the average conversion rate of emails was 1.22%, according to Barilliance. That's just over one sale in 100 emails.What is the ROI of email marketing? ›
Email marketing has a return on investment (ROI) of $36 for every $1 spent. Email marketing makes money. For every $1 you spend on email marketing, you can expect an average return of $36. That's a higher return than you can expect from any other form of marketing — digital or otherwise.What is the most important factor of email marketing? ›
1. Audience's Permission. The most important key in an email marketing campaign is to get the permission of the audience before contacting them. Members, who are not subscribed to your marketing emails, should NEVER be sent an email whatever the reasons.What are the 4 benefits of emails? ›
Emails are delivered extremely fast when compared to traditional post. Emails can be sent 24 hours a day, 365 days a year. Webmail means emails can be sent and received from any computer, anywhere in the world, that has an internet connection . Cheap - when using broadband , each email sent is effectively free.What will replace emails in the future? ›
Text messaging or in-app direct messaging.What are the future of email address? ›
New email service entrants will emerge as demand increases. In the next two years alone, the number of worldwide email accounts is reportedly expected to continue growing at a slightly faster pace than the number of worldwide email users (3% per year — reaching 4.4 billion worldwide users by end of 2024). 2.How can I make my email list grow faster? ›
- Offer incentives to people who subscribe to your list. ...
- Make your freebies more enticing than your competitors. ...
- Make sure your emails contain a sign-up button. ...
- Ask those on your list to help you spread the word. ...
- Thoroughly utilize social media platforms.
“Open rates between 30% and 40% are generally considered very good, and above 40% are great.What is a good engagement rate for emails? ›
As a rule of thumb you should look for 10 to 15% CTOR, so can compare emails against this benchmark.What percentage of emails are read? ›
The average email open rate for all industries we analyzed is 21.33%. Open rates are one of the best ways to tell whether your email strategy is working. This number shows what percentage of your audience opens the emails you send them.
What is a good size email list? ›
The size of your email list is critical, and regardless of the size of your e-commerce firm, you should strive for at least 1000 subscribers. If there are fewer than 1000 subscribers, conversions will be challenging.What is the best time to send email marketing 2022? ›
Data show that the best time to send your email is during the morning, and more specifically, between 9-11 am. Moreover, data also indicate that sending emails from 1 pm to 2 pm is also a great alternative if you don't want to target your audience during the morning hours.Is open rate Dead? ›
Nearly two out of three marketers say open rates are the primary metric used to measure email marketing performance, but Apple's privacy changes have killed open-rate accuracy. If you're a marketer, it's time to rethink your current email strategies.Who sends the most junk mail? ›
American spammers generate 8.4 billion messages a month, while Chinese spammers send out 8.2 billion spam emails. Some of the worst spam sites emanate from China, where hackers craft some of the most prolific spambots in the world.What is a good unsubscribe rate? ›
What is a Good Unsubscribe Rate? Generally, an unsubscribe rate below 0.5% is a good unsubscribe rate for an email campaign. A rate below 0.2% typically indicates that you are within the norm and a rate above 0.5% means you have some work to do.What are good email open and click rates? ›
The range that you want your click-to-open rate to fall is between 10-15%. However, if you're not familiar with how this metric applies to your email strategy, we'll take a dive into how it relates to the common metrics you're already using today.What are the 5 of most powerful marketing tips? ›
- Set a Goal and a Budget. ...
- Leverage Influencer Marketing. ...
- Focus On a Single Social Channel. ...
- Leverage Email Marketing. ...
- Focus On SEO and Content Marketing.
- Marketing Analytics Tools.
- Content Marketing Tools.
- SEO Marketing Tools.
- PPC Management Tools.
- Email Marketing Tools.
- Social Media Marketing Tools.
- Marketing Automation Tools.
Gmail. Gmail by Google is one of the most popular web clients for email because it's free and easy to use. In fact, Gmail accounted for 36.5% of email opens globally in 2021. Gmail supports 105 languages and also offers paid plans for businesses of all sizes.What type of email is most professional? ›
Professional Email Address Format
The most standard and recommended form of a professional email address is of course the email@example.com format. But there are some other ways you can get a professional email address, such as: firstname.lastname@example.org. email@example.com.
Which email type is best? ›
Gmail is the overall best email service. Outlook is good for multiple app integrations. Yahoo has good spam blocking capabilities. Zoho Mail is the best option for home businesses.Which 5 digital marketing trends are paving the way for 2022? ›
- Perform Content Effectiveness Testing.
- Prioritize Empathy in Your Content. ...
- Leverage User-Generated Content. ...
- Consider Shoppable Posts. ...
- Invest in Video Marketing (Continued From Digital Marketing in 2021) ...
The 5 areas you need to make decisions about are: PRODUCT, PRICE, PROMOTION, PLACE AND PEOPLE. Although the 5 Ps are somewhat controllable, they are always subject to your internal and external marketing environments. Read on to find out more about each of the Ps.What is the biggest trend in digital marketing for 2022? ›
A few digital marketing trends of 2022 can create a competitive advantage when used efficiently. Influencer marketing, video marketing, omnichannel marketing, and others are some of the latest digital marketing trends discussed in detail below.What is a good conversion rate from email marketing? ›
What's a good conversion rate for marketing? Really, anything above 10% is going to help you grow your business significantly. Top businesses achieve, on average, an 11-12% conversion rate so anything over 10% puts you in the top tier of all global marketers.What is a realistic conversion rate? ›
What's a good conversion rate? A good conversion rate is above 10%, with some businesses achieving an average of 11.45%. Earning a good conversion rate places your company in the top 10% of global advertisers, which makes your conversion rate two to five times better than the average conversion rate.Does email marketing have the highest ROI? ›
Email offers the highest and most measurable ROI (return on investment) of all types of marketing. But, there are some emails that generate higher returns than others. So, how do you know what kind of email marketing campaigns have the best ROI? The answer is to know and flow with the trends.What are 3 ways of measuring success in email marketing? ›
To measure the success of your email marketing efforts that you want to report on, analyze these three key areas: Individual email metrics. Channel-wide email metrics. Return on investment.How do you attract customers through email? ›
- Welcome emails. Also known as introductory emails, welcome emails simply introduce yourself and your business to potential customers. ...
- Limited Time Offers. ...
- Exclusive offers for subscribers. ...
- Product launches. ...
- New arrivals. ...
- Seasonal or holiday offers. ...
An email marketing list can cost between $100 and $600 CPM (cost per mille, the price for 1000 email addresses). The price of an email list depends on the quality of the emails and the type of person that is on the list.
How do you measure the success of an email campaign? ›
- Check the bounce rate on your email campaign landing pages. ...
- Measure website traffic, too. ...
- Look at the email conversion rate. ...
- Track your email list growth rate. ...
- Check the forward/share rate for each email campaign.
What is a good CPC rate? A good CPC (cost per click) rate is determined by your ROI on the spend. If something costs $1, you want to make at least $1.20 back (at a minimum). A really good CPC rate would be to get $2 back for every $1 spent.Is email marketing going away? ›
Email marketing isn't dead. This marketing method is still a highly effective tool to use in 2022. However, many businesses are making mistakes with their marketing emails — and this means you might not see good results from your efforts.Does email marketing have future? ›
Like most things since the 70s, email marketing has progressed and adapted. It now offers more possibilities, especially with the introduction and development of artificial intelligence (AI). Let's take a look at how AI will impact email marketing, what it means for your business and your overall marketing efforts.Is email marketing Obsolete? ›
People still enjoy receiving emails in their inboxes, despite the growing popularity of social media. Email marketing isn't dead, and it's still one of the most cost-effective methods to contact customers today.Is email getting outdated? ›
Will email get outdated in few coming years? No, email is the only way professionals communicate. Although as it is sometimes used in general communication this can be outdates, but in business, professional communication it will not be outdates.What are the 4 types of marketing emails? ›
- Email Newsletters. One of the most common and popular email marketing campaigns are Email Newsletters. ...
- Acquisition Emails. ...
- Retention Emails. ...
- Promotional Emails.
- Dedicated Emails. ...
- Lead Nurturing Emails. ...
- Sponsorship Emails. ...
- Transactional Emails. ...
- Re-Engagement Emails. ...
- Brand Story Emails. ...
- Video Emails. ...
- Review Request Emails.
Summary: Email Marketing Statistics
333.2 billion emails are sent and received each day in 2022. The average expected ROI is $42 for every $1 you spend on email marketing.
Think about this: More than 20% of marketing emails never make it to a subscriber's inbox. That's more than one in five emails! Of course, just like open rate, average deliverability rates differ by region.
Is email marketing better than social media? ›
In terms of overall performance, you may be surprised to find that email typically produces better results than social media. While results will differ largely based on industry, Campaign Monitor provides the following benchmarks for email marketing: The average email open rate is between 15-25%Why does email marketing fail? ›
Your email campaign will fail if you don't avoid these mistakes: Using boring and spammy lines. Having no clear and strong call-to-action. Lack of email segmentation.Will Gmail last forever? ›
Your Gmail account is considered inactive when you haven't accessed it for more than 24 months (two years). If your account becomes inactive, you could lose the data that you stored in Gmail, such as messages, files, pictures, and videos. Still, you won't lose the account.How do Gen Z End emails? ›
Just a couple of Gen Z's preferred sign-offs, courtesy of the Tik Tok mash-up above: “See yas later,” “That's all,” “Hehe bye” and—my personal fave—“alright, alright, alright.” (Matthew McConaughey somehow transcends generations, right?)