150 Email Marketing Statistics For 2022 That Marketers Need to Know

Email marketing is the pillar of the marketing world. For that reason, we decided to gather all the important B2B email marketing statistics you should know and put them in a comprehensive list. These stats offer an insight into the effectiveness of email marketing and help marketers better understand how recipients respond to personalized messaging in an effort to improve the success of their email campaigns.

• • General email marketing statistics
  • How effective is email marketing?
  • What is the value of email marketing?
  • Email sending frequency and timing
  • Email marketing automation
  • Email personalization
  • Email segmentation
  • Email subject line, email body and signature
  • Visual media content in email marketing
  • Mobile email marketing statistics
  • Interesting statistics on email marketing

General email marketing statistics

To start off here are several email statistics to give you a better perspective of the email world, before taking an in-depth look at the effectiveness of email marketing and how the different aspects of email marketing like segmentation and personalization perform.

• • There are 4 billion registered email users worldwide.
  • 306.4 million emails are sent daily.
  • The top 3 reasons for unsubscribing are: too many emails (59%), no longer relevant info (43%) and don’t remember signing up or recognizing the brand (43%).

Average email marketing stats

In case you are curious how well your email campaigns are performing and whether your open and click rate is in line with the rest of the industry, take a look at the following email marketing statistics.

• • The average open email rate is 22.02%.
  • The average email click-through rate is 2.13%.
  • The average email click-to-open rate is 10.12%.
  • The average email unsubscribe rate is 0.12%.
  • The average email spam rate is 0.01%.

How effective is email marketing?

Email marketing remains the first choice for companies to find new clients and keep existing ones informed. Email newsletter statistics tell us this type of email marketing is a key part of content marketing. Moreover, statistics clearly show that email marketing is here to stay and it is only going to get better.

• • 81% of SMBs rely on email marketing as a primary channel for client acquisition, while 80% of SMBs use it as a client retention channel
  • 77% of B2B companies have an email newsletter and see it as an important part of their content marketing strategy.
  • Small businesses rank email marketing as the second most effective channel for brand awareness.
  • 40% of B2B marketers say email newsletters are critical to their marketing success.
  • Email is 40 times more effective for customer acquisition than Facebook and Twitter combined.
  • Emails have 6 times the click rate compared to social media.
  • 64% of email recipients only open emails from trusted brands.
  • 90% of marketers consider email engagement as a top metric in measuring content performance.
  • 80% of business professionals state that email marketing improves customer retention.
  • 87% of B2B marketers use email marketing as a content distribution channel.
  • 31% of marketers say that email newsletters are the best way to nurture leads.
  • 59% of recipients say that marketing emails influence their decision when making a purchase.
  • Email marketing is the third most influential source for B2B audiences after colleague recommendation and industry thought leaders.
  • 64% of small businesses use email marketing to reach new customers.
  • Email subscribers are four times more likely to share the content they receive through email on social media.
  • 70% of marketers use email marketing to share content related to their company and industry.

What is the value of email marketing?

Email marketing is one of the most effective conversion channels. Moreover, it can be effectively used in virtually any marketing strategy in combination with other channels. Email marketing ROI statistics show that it’s a great method for engaging and converting new leads and because of that it represents a great revenue potential.

• • Email marketing drives more conversions than any other marketing channel, including search and social.
  • 30% of marketers cite email marketing as having the highest ROI.
  • 79% of B2B marketers believe email marketing is the most successful channel for content distribution.
  • Email marketing has an ROI of 42$ for 1$ spent or a 4200% return on investment.
  • 70% of companies don’t track their email marketing ROI effectively.
  • 61% of consumers prefer to be contacted by brands through email.
  • 4.24% of email traffic leads to a purchase, which is more than search traffic 2.49% and social media 0.59% combined.
  • 59% of B2B marketers use email marketing primarily for revenue generation.

Email sending frequency and timing

When sending emails, it is important not to send too many or you risk chasing away potential leads. According to statistics, if you want to increase the effectiveness of your email marketing, you have to send your emails at the right time as well.

• • The best time to send an email is 10 AM or 10 o’clock in the morning.
  • The highest open rate is on Tuesday.
  • Most emails are sent on Thursday.
  • Businesses that send 2 emails per month results have the highest open rates.
  • 49% of consumers say they like to receive promotional emails from favorite brands every week.
  • 66% of marketers want to use artificial intelligence to optimize email sending times.
  • 21.49% of emails are opened within the first hour after being sent.

Email marketing automation

Email marketing automation tools help personalize and scale your email outreach with ease. You can automate tasks of your emailing process that would usually take considerable time to do them manually. Furthermore, statistics show that email marketing automation is a major focus for the majority of marketing teams in an effort to generate new customers and revenue.

• • 50% of small and medium-sized businesses use their marketing automation software to send email drip campaigns.
  • 64% of B2B companies use a dedicated email marketing platform.
  • 30% of marketers say the biggest benefit of email marketing automation is saving time.
  • 47% of marketers believe that email automation is worth it.
  • 68.5% of marketers believe that email marketing automation improved their targeting.
  • A welcome email with a link to downloadable content on average has a 98.39% open rate and 37.26% click-through rate.
  • Drip Campaigns have 3 times higher click-through rates than one-time emails.
  • Companies that use marketing automation software for sending emails are two times more effective in generating new leads in comparison with companies using email blast software.
  • The biggest reason unsubscribers give is receiving too many emails.
  • Companies using email marketing automation are 451% more effective in lead nurturing.
  • 89% of all B2B email marketing campaigns are sent from an email address with the company name.
  • 85% of marketers say that email marketing software is their second-most used technology in combination with content marketing.
  • Automated emails drive 320% more revenue than non-automated emails.
  • Trigger emails perform 3 times better than nurture and batch emails.
  • The average open and click-through rates for welcome emails are 82% and 27% respectively.
  • On average, B2B companies send an email marketing campaign every 25 days.
  • Welcome emails have a four times higher open rate and five times higher click-through rate in comparison with regular email marketing campaigns.
  • 27% of marketers believe that their email marketing is poorly integrated with the rest of their marketing channels.
  • 65% of small businesses on average have email open rates between 11% – 50%.
  • Trigger emails have a 70.5% higher open rate and 152% higher click-through rate than generic email newsletters.
  • Automated email campaigns are responsible for 21% of marketing revenue.

Email personalization

Personalization helps your content appeal to potential customers and make your messages feel special and unique. Personalize your emails and email content based on the information you have of your recipients, like their job title, interest and the company they work for. This makes your emails feel unique and special. It signals that you took the time to make your recipients feel valued. Here are some email personalization stats showing you why personalizing your emails works in your favor.

• • Emails with personalized subject lines are 26% more likely to be opened.
  • Personalized email messages increase click-through rates by 14% and conversion by 10%.
  • Personalized emails have 29% higher unique open rates and 41% unique click rates in comparison with emails that aren’t personalized.
  • Personalized emails have 6 times better transaction rates.
  • 74% of marketers say that personalization increases customer engagement.
  • Marketers are sending 30% more personalized campaigns instead of mass newsletters.
  • 78% of marketers use personalization in email marketing.
  • 94% of customer insights and marketing professionals say personalization is extremely important.
  • A/B testing results in an 82% increase in email marketing returns.
  • Email segmentation and personalization generate 58% of total revenue.
  • 55% of marketers say their biggest challenge to email personalization is data integration.

Email segmentation

Segmenting your audience enables you to target specific groups of customers, that share similar challenges. Target potential clients more accurately by segmenting them into smaller groups based on different data points. Statistics gathered from segmented email campaigns are clear on the subject. Email segmentation allows you to deliver your messaging more accurately and engage different segments of your audience.

• • Segmented email campaigns have a 14.31% higher open rate, than non-segmented email campaigns.
  • Segmented email campaigns have 100.95% higher click-through rates compared to non-segmented email campaigns.
  • Segmented email campaigns have a 4.65% lower bounce rate than non-segmented campaigns.
  • Segmented campaigns have a 9.37% lower unsubscribe rate than non-segmented campaigns.
  • 76% of marketers tailor their email campaigns by audience segment.
  • Segmentation results in three times higher revenue than standard email campaigns.
  • Marketers say that email list segmentation (51%), personalized emails (50%) and drip campaigns (45%) are the most effective email marketing tactics.
  • Nearly 30% of marketers use segmentation to improve email engagement.
  • Segmented campaigns drive a 760% increase in revenue.
  • 33% of companies segment their customers by demographics and use only email marketing.
  • 48.4% of marketers try to reactivate inactive subscribers via re-engagement emails.

Email subject line, email body and signature

Take the time to write an attractive subject line and make sure your email body improves your chances of converting the recipient. Emailing statistics tells us that these two elements are key for improving your email marketing success rates.

Avoid using stop words and instead, use emotional trigger words when appropriate. The following email statistics show the importance of getting these things right and how they impact your open and reply rates.

• • 47% of people open emails based on the subject line.
  • Using a recipient’s name in the subject line has a 21.2% open rate.
  • Subject lines that use wording with a sense of urgency have a 22% open rate.
  • An email with no subject line but sent from a trusted source have an 8% higher chance than emails with a subject line coming from an unknown source.
  • A call-to-action button can lead to a 28% increase to click-through rate.
  • Emails with 6-10 words in the subject lines have the highest open rate with 21%.
  • 82% of marketers use less than 60 characters in the subject line.
  • On average, a subject line has 43.85 characters.
  • Emails with “fw:” in the subject line have a 17% lower open rate.
  • 50.2% of emails on average have 434 words, but recipients prefer shorter emails.
  • 69% of email recipients report an email as spam just because of the subject line.
  • Roughly 70% of people over 45, find using humor in your email acceptable, in contrast with their younger counterparts.
  • Using words like “free”, “help”, “percent off” and “reminder“ in a subject line can negatively impact open rate.
  • The iPhone cuts out subject lines longer than 32 characters.
  • 62% of marketers use email signatures, while 45% of them update their email signatures two to four times per year.

Visual media content in email marketing

People respond positively to visual elements. Visualize your content and diversify your email approach. Consider using emojis to make your email subject line stand out, using infographics to illustrate important information, or embedding a video in your emails to present your product. Don’t be afraid to experiment with the visual content in your email campaigns and see what your recipients like best.

Emojis 🤯 🔔 👍 🚀

The opinions and reactions to using emojis in marketing are divided. They are widely used on social media but email statistics show that their use in email marketing is low. Emojis can make your subject line stand out and in a full inbox and make your email campaigns more interesting, but their effectiveness varies greatly by demographics.

• • An emoji in the email subject line can improve open rates by 56%.
  • Only 6.9% of email subject lines have an emoji.
  • 76% of email marketers say they have added an emoji to their email campaigns at least once.
  • Using emojis appropriately in targeted holiday and seasonal email campaigns can drastically reduce customer complaint rates.
  • 44% of users are more likely to purchase products advertised using emojis.
  • 80% of Millennials prefer businesses to use emojis in promotional messages.
  • Young women react the most positively to emojis.
  • 31% of email marketing campaigns with emojis use more than one.

Images in email marketing stats

A picture is worth a thousand words. Pictures are best used in combination with body email text, as they can improve the visual style of your email. You can convey valuable information to your recipients through the use of infographics. Plus they make it easier to retain information as email marketing research shows.

• • Emails containing images or graphics have a 6% higher open rate and 2% better click-to-open rate in comparison with text-only emails.
  • 32% of marketers say visual images are the most important form of content for their business.
  • For optimal effectiveness of your email marketing campaign and sure email delivery, use an 80% text to 20% images ratio.
  • Infographics are the fourth most used type of content marketing.
  • 65% of users prefer the emails they receive to contain more images instead of text.
  • Emails with a large number of images have a lower click-through rate.
  • Visuals increase a person’s willingness to read a piece of content by 80%.
  • People retain 65% of the information three days later when it is paired with an image.
  • 43% of Gmail users read their emails with images disabled.
  • 74% of email recipients delete an email if it doesn’t load in 5 seconds due to an unoptimized image.

Animated GIF in email marketing stats

GIFs are a great stop point between images and video as they offer the best of both worlds. They are more interactive than images while being smaller and easier to create than a video while offering the same visual benefits in a short time format. Another reason you should use gifs in your email marketing is the fact they are mobile-friendly.

• • 68% of Millennials like to see and prefer to use GIFs, emojis and stickers in their emails, while only 37% of people over 65 report the same.
  • 51.28% of marketers use GIFs in their email marketing campaigns.
  • Animated GIFs can improve email click-through rates by 26%.
  • 72% of email marketers report higher transaction-to-click rates when compared to regular bulk emails sent to the same customers.

Video email marketing stats

Using videos in your email messages can improve the performance of your email campaigns. Consider the potential of including video in your email marketing. You can use videos to showcase your product and promote new updates to your service. Take a look at the data below to see how videos help your email campaigns.

• • Adding videos to your email can increase their click-through rates by 300%.
  • An initial email with a video receives an increased click-through rate of 96%.
  • 85% of businesses use videos in their marketing content.
  • 92% of marketers say videos are an important part of their marketing strategy.
  • 88% of marketers say that video content has a positive ROI.
  • 87% of views on business-related videos come from desktop and laptop.
  • 66% of people prefer watching a video to learn about a service or product.
  • 86% would like to see more video content from brands.
  • 90% of customers say that watching a product video has helped them make a buying decision.
  • Viewers retain 95% of a message after watching a video.
  • Using the word “video” in the email subject line improves open rate by 19%, click-through rate by 65% and decreases unsubscribes by 26%.

Mobile email marketing statistics

Smartphones are quickly overtaking desktops and laptops as the main business device. As you can see from these email statistics, mobile devices are slowly taking over. More and more people prefer to check their emails on their smartphones. Optimizing your content for mobile devices will benefit your email campaign. And mobile optimization should be a priority, considering recent email marketing trends.

• • 62% of emails are opened on mobile devices, 28% through webmail and only 10% of email opens are from a desktop mail app.
  • The click-through rate on mobile is 3 times higher than on desktop.
  • 86% of mobile device users check their email account on their mobile device.
  • Mobile device users check their email 3 times more than desktop users.
  • 70% of recipients that open the email on mobile first, will open the same email on a mobile, while 30% will open it on another device.
  • On average people check their inbox up to 20 times per day across mobile, home and work.
  • Email marketers state that optimizing their emails for mobile devices is the second most used tactic for improving email metrics.
  • 1 out of 3 clicks on a link in an email comes from a mobile device.
  • 28% of email recipients between 19 and 34 prefer to check their emails first on their smartphone, while just 8% from 56 to 67 years old report to do the same.
  • 73% of Millennials prefer communication from businesses to come via email.
  • 35% of business professionals check their email on a mobile device.
  • 66% of emails opened on mobile devices are read for more than 8 seconds.
  • 1 in 5 emails are not optimized for mobile devices.
  • 62% of email recipients will ignore an email that doesn’t look properly on mobile.
  • Emails that display incorrectly on mobile devices may be deleted within 3 seconds and 42.3% of recipients delete emails that are not optimized for mobile devices.
  • iPhone is the most popular mobile client for reading emails with 29% of all opened emails occurring on the platform. Gmail is second with 27%.
  • 75% of Gmail users access their email inbox from a mobile device.
  • On mobile, 34.8% of emails are opened on iPhone compared to just 8.2% on Android devices.

Interesting statistics on email marketing

Here are a couple of interesting email marketing stats to satisfy your curiosity.

• • Women pay 2 times more attention to marketing emails compared to men.
  • 73% of Millennials prefer email over other channels.
  • 66% of marketers personalize their emails based on age data.

Does email marketing still work in the current year?

As you can see from this long list of email marketing stats, the answer is yes. The email is the best tool for marketing that you should focus on. It offers a cost-effective approach with a return on investment that no other marketing channel has come close to.

It is the most versatile part of your marketing strategy that works great when combined with any type of content, using plain text or a more appealing visual design, the email can do it all.

Hopefully, this email statistics guide offers valuable insight into the world of email marketing and will help you improve your email marketing metrics.