99 Email Marketing Statistics You Must Know In 2021

Updated on September 17, 2021 by Ivana

Email marketing is the pillar of the marketing world. The data gathered from it offers an insight into the way people respond to different content and helps marketers increase the effectiveness of their email campaigns. For that reason we decided to gather all the important email marketing statistics you should know in one place.

General email marketing statistics

Average email marketing rates

  • 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%.
Source: Get Response

Is email marketing effective?

Every year the use of email for marketing and its effect are put into question. Still it remains the first choice for companies to find new clients and retain existing ones. Moreover, the statistics clearly show that email marketing is here to stay and it is only going to get better.

Why is email marketing important?

Email marketing is the most financially viable tool of outreach that can be adapted for different uses. Data shows that it’s a great method for finding and converting leads and because of that it has a great revenue potential.

How many emails should you send and when it is best to send them?

When sending emails, it is important not to send too many or you risk chasing your potential leads away from your business. It is also important to know when is the best time to send your emails to increase your chances of them being seen and opened.


Email marketing automation

Marketing automation tools help you personalise and scale your email outreach. Take a look at these statistics and see how automating part of the email marketing process can save you time, money and help your conversion rates.

Sales.Rocks Drip-Campaign Module

Email segmentation

You should segment your email lists for the best results. Target potential clients more accurately by segmenting them into smaller groups based on different data points. This approach allows you to deliver your email message more accurately.

  • 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.
  • Marketers say that email list segmentation (51%), personalised emails (50%) and drip campaigns (45%) are the most effective email marketing tactics.
  • Segmented campaigns drive 760% increase in revenue.
  • 33% of companies segment their customers by demographics and use only email marketing.

Email personalisation

Personalisation helps your content to appeal to each potential and make your message feel special and unique. Customise your email copy and your content based on the information you have of the recipient, such as their job title, needs or their operating market to deliver content they would be interested in.

Email personalization with Sales.Rocks Company Data

The subject line and email body

Take the time to write a compelling subject line and think about the content in your email body. Make sure not to use stop words and use emotional trigger words when appropriate. Statistics show that these elements are important for your open rates.

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.

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.

  • Email 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 a 80% text to 20% images ratio.
  • Infographics are the fourth most used type of content marketing.
  • 65% of users prefer email 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.

Sales.Rocks Video in Newsletter

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 smartphone. Optimising your content for mobile devices will benefit your email campaign. And mobile optimization should be a priority, considering recent email marketing trends.

Does email marketing still work in 2021?

As you can see from this long list of email marketing stats the answer is yes, of course. The email is the best tool for marketing that you should focus on. It offers a cost-effective approach with a great ROI that no other marketing channel can cone close to. Also it is the most versatile part of your marketing strategy that works great combined with any type of content, from using plain text to a more appealing visual design, the email can do it all.

Hopefully this email statistics guide offers you valuable insight into the world of email marketing and will help you to improve your email marketing for 2021 and beyond. Good luck with your email campaigns.

Author avatar
Content Writer and Growth Marketer at Sales.Rocks