10 Email Marketing Statistics You Need to Know in 2022 (2023)

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.

Post Contents

  • 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?

10 Email Marketing Statistics You Need to Know in 2022 (1)

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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

10 Email Marketing Statistics You Need to Know in 2022 (5)

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

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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.

(Video) Why Email Marketing? 5 Stats You NEED To Know!

3. Email Delivers a Strong Return on Investment

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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

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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

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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).

(Video) Email Marketing Stats You Need to Know in 2022 #shorts #emailmarketing #ecommerce #digitalmarketing

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

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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

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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

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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

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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

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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.

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Summary: Email Marketing Statistics

Here’s a summary of the email marketing statistics for 2022:

  1. The number of active email users is forecast to reach 4.6 billion in 2025.
  2. 333.2 billion emails are sent and received each day in 2022.
  3. The average expected ROI is $42 for every $1 you spend on email marketing.
  4. Nearly nine out of every ten marketers use email marketing to distribute content organically.
  5. 81% of small businesses rely on email as their primary customer acquisition channel, and 80% for retention.
  6. The average open rate for a welcome email is eight percent.
  7. Emails with personalized subject lines generate 50 percent higher open rates.
  8. Sending three abandoned cart emails results in 69 percent more orders than a single email.
  9. Videos added to your email increase click rates by 300 percent.
  10. 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!

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FAQs

What's a good open rate for emails 2022? ›

The first metric that determines the success of an email campaign is the open rate. A good open rate is between 17-28%. But that is not all. Many factors affect open rates that marketers have to consider before starting their email campaigns.

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 the best email marketing tool in 2022? ›

The 6 Best Email Marketing Software of 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 are good email statistics? ›

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.

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.

Is 50% a good open rate? ›

But in the world of open rates, 50 percent is passing with soaring colors—it lands you in the A++ range. (For you math geeks, a 50 percent open rate is around four standard deviations above the average).

What percentage of emails are read? ›

How do your own email open rates compare? In 2021, the average open rate across all industries was 21.3%. In 2022, the overall average open rate dropped again and stood at 16.97%, with a 10.29% CTR.

What are some of the latest trends in email marketing? ›

Hot or not? Email marketing trends in 2023
  • Focus on privacy.
  • No more open rate as an email marketing KPI.
  • Hyper-personalisation of email marketing.
  • Artificial Intelligence.
  • Email marketing automation.
  • User-generated content.
  • Interactive emails.
  • Email redesign.

What are the 3 email platforms used? ›

Gmail, Outlook, and ProtonMail are all great choices for secure, feature-rich business email services. Keep in mind that every business has different needs, so it's important to compare features and find an email client that offers everything you need.

What is the best tool for email marketing? ›

Here's our verdict on the 10 Best Email Marketing Tools for 2022:
  • ActiveCampaign – Best overall email marketing software.
  • HubSpot – Best for B2B service companies.
  • Sendinblue – Best for building your customer base.
  • Campaign Monitor – Best choice for creating personalised emails.
  • Omnisend – Best for e-commerce businesses.
1 Sept 2022

What email platform is the best? ›

14 best email service and account providers in 2022
  • 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.
4 Oct 2022

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 success rate of email marketing? ›

Based on the data presented by MailChimp, the average open rate across all industries is at 21.80%, and the average click-through rate is 2.78%.
...
Email Marketing Open and Click-Through Rates by Industry.
IndustryOpen RateClick-Through Rate
Marketing and Advertising17.81%1.92%
Media and Publishing22.14%4.70%
45 more rows
22 Sept 2020

What percentage of emails are marketing? ›

89% of marketers use email as the primary channel for generating leads. 22% of marketers report email click-through-rates over 20% as opposed to industry average of 10.69%.

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.

How do I increase my email click-through rate? ›

Conclusion
  1. Add social sharing icons to your email template.
  2. Personalize subject lines with subscribers names.
  3. Make sure your emails are optimized for all devices.
  4. Include fewer CTA's and include try using text links.
  5. Make your emails visual and include several images.
  6. Try sending your email campaigns out on the weekend.
20 Oct 2022

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.

How do I get customers to open my email? ›

8 ways to increase email opens from your customers
  1. Invest in your subject line. ...
  2. Fix your “from name” and “from email address” ...
  3. Find the best time to send (and be consistent) ...
  4. Get to know your audience. ...
  5. Revisit your sign-up process. ...
  6. Segment your email list. ...
  7. Make your readers feel personally invested.
30 Aug 2022

How many cold emails can I send per week? ›

What Do the Experts Say? "If you're cold-emailing, an average of three sales emails sent over the course of a couple of weeks is usually enough to get a good idea whether a prospect is ever going to be interested in what you're offering. “Any more than that and you'll probably just be wasting your time.

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.

Why email marketing is still the best? ›

Email marketing is more cost-effective than most other marketing channels. This is because it's easy to track and measure your results, and it's also cheaper in terms of expenditure. Emails can motivate readers to take action. The most effective email marketing strategies encourage readers to take action.

What are the benefits of email marketing to a business? ›

Before we jump into what real small business owners said their top benefits of email marketing were, let's take a look at our top 10.
  • Create personalized content. ...
  • Build credibility. ...
  • Increase brand recognition. ...
  • Improve sales. ...
  • Build stronger customer relationships. ...
  • Optimize your time and budget. ...
  • Increase traffic to your website.
30 Aug 2022

How does email benefit a business? ›

Email is an important method of business communication that is fast, cheap, accessible and easily replicated. Using email can greatly benefit businesses as it provides efficient and effective ways to transmit all kinds of electronic data.

How many emails does the average person receive per day 2022? ›

Number of sent and received e-mails per day worldwide from 2017 to 2025 (in billions)
CharacteristicE-mails sent and received in billions
2023*347.3
2022*333.2
2021*319.6
2020306.4
5 more rows
12 Sept 2022

How many emails are actually read? ›

The analysis determined that a majority (53%) of emails are read, meaning that the recipient (presumably) looks at the message for at least 8 seconds. Some 22% are skimmed (looked at for 2-7 seconds), while the remaining 26% are glanced at (less than 2 seconds).

How many emails actually get read? ›

Your users have more people and brands vying for their attention, so you need to make sure that your emails stand out. The average email open rate is between 20 and 40%.

What is the future of email? ›

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).

Is email marketing a trend? ›

Email marketing is alive and effective. According to Litmus, 2021 was a year of email for all; 2022 will not be any different. The growing value of email marketing is evident. It is one of the most trusted communication channels.

Is E Marketing the future of marketing? ›

The paper has found and concluded that e-marketing is the future as it has been positively affected by the current technological change which has made the use of smart phones and gadgets a necessity.

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Email marketing is just like other digital marketing tactics: even though you start each campaign with a clear goal and strategy, you have to constantly make ad...
Struggling with low email open rates? Then this guide has everything that you need for increasing your open rates and making your campaigns a success.

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 good open and click rates? ›

What Is a Good Open Rate for Email? A good email open rate meets the average, which is 20.94%. The results for your organization, however, will be dependent on the health of your list, the quality of your subject line, and the average benchmark for your industry.

What is the average email click-through rate? ›

Average CTR

According to MailChimp, the average email click-through rate across industries is 2.91%. Industries that had some of the highest click-through rates included Government (3.99%), Media and Publishing (4.62%), Home and Garden (3.03%), and Hobbies (5.01%).

What is a good open rate for internal email? ›

We did some research on internal email benchmarks by industry and list size, and this is what we found: most industries sit between an open rate of 50% - 94% for internal emails.

What is a good size email list? ›

Research shows that on average if your list size is less than 2000, you should send no fewer than four emails, but not more than eight emails per month. If you receive around 100 subscribers each week but lose approximately 20 subscribers with each email sent, you should not send more than five emails every week.

What is a good conversion rate for email marketing? ›

Generally, 2% to 5% is seen as a good email conversion rate, but again it depends on the industry you are involved in. Surprisingly, there's never a precise answer to it. The best thing to do is to view anything higher than your current conversion rate as better, and work to improve it continually.

What is CTO email marketing? ›

What is CTOR? CTOR stands for “click-to-open rate.” It's the percentage of people who opened your email who then clicked a link within that email. You can calculate CTOR by dividing your unique email opens by your unique email clicks and multiplying by 100.

How do you increase email open rate? ›

10 Easy Ways to Improve Your Email Open Rate
  1. Keep Your List Fresh. Do your subscribers still want to hear from you? ...
  2. Segment Your List. ...
  3. Avoid Spam Filters. ...
  4. Perfect Your Timing. ...
  5. Make Your Subject Line Stand Out. ...
  6. Write to Just One Person. ...
  7. Write Like a Friend. ...
  8. Write Amazing Content, Every Time.
19 Dec 2019

How many emails should be in a drip campaign? ›

The ideal drip campaign will consist of between four and 10 emails spaced between four and 14 days apart. The goal is to keep recipients interested without bombarding them with information. After a few days, they'll be ready to see fresh content from a recognizable name.

How do you increase email click-through rate? ›

Conclusion
  1. Add social sharing icons to your email template.
  2. Personalize subject lines with subscribers names.
  3. Make sure your emails are optimized for all devices.
  4. Include fewer CTA's and include try using text links.
  5. Make your emails visual and include several images.
  6. Try sending your email campaigns out on the weekend.
20 Oct 2022

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 is a good CPC? ›

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.

What is unique click rate? ›

Your unique click rate in a given email campaign is the total number of unique recipient email clicks divided by the number of emails delivered in the campaign. That means that if one of your users clicked on all three links in an email you sent, they'd generate three clicks, but only one unique click.

What is Ctvr in email marketing? ›

Click-through rate for email is the percentage of people who clicked on at least one link in your email message. To calculate it simply divide the number of total people who clicked by the number of delivered emails and multiple that ratio by 100 to arrive at your email CTR percentage.

What is the difference between click rate and open rate? ›

The open rate measures the percentage of recipients who opened your email, which helps you gauge the performance of your subject line and preview. Your clickthrough rate (CTR) measures the percentage of recipients who clicked on the links in your email against the total number of subscribers who received the email.

How do I increase open rate in MailChimp? ›

Five MailChimp Tips to Increase Email Open Rates
  1. Use A/B Testing. ...
  2. Don't Use Language That Sounds Spammy. ...
  3. Integrate Your Campaigns with Social Media. ...
  4. Use a Short, Compelling Subject Line. ...
  5. Send a Test Email (and check how it looks on a phone)

› resources › email-marketing-ben... ›

Average email marketing campaign stats of Mailchimp customers by industry. There are a lot of numbers in Mailchimp's reports on email and marketing automati...
Our compilation of average email open rates and click-through rate data. What's a good open rate for email? Read the best email statistics sources to benchm...
We analyzed more than 19000 of our customers to come up with these email benchmarks. How do your open rates stack up against the average in your industry?

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