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?
Start selling online now with Shopify
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.
Start selling online now with Shopify
Want to Learn More?
- How to Start an Online Business From Home in 2021
- How to Make Money on YouTube in 2021: 5 Top Tips
- The Best Free Logo Makers: 17+ Tools to Create Your Own Logo
- Customer Retention: 10 Tips To Keep Your Customers Coming Back
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'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.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.What is the best email marketing tool in 2022? ›
- The Best Email Marketing Services of 2022.
- Zoho Campaigns.
- Building Personalized Content. ...
- Creating Brand Awareness. ...
- Increasing Sales and ROI. ...
- Nurturing Customer Relationships. ...
- Boosting Word-of-Mouth Marketing. ...
- Automating Messages to Save Time. ...
- Collecting Customer Feedback. ...
- Owning your Contact List.
- Rethinking analytics.
- AI for personalization.
- Omnichannel marketing campaigns.
- Interactivity and AMP for email.
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? ›
Today, 81% of all emails are now opened and read on mobile devices. Can you guess what your readers do when you send them an email that isn't optimized for mobile? They delete it.What is the best time to send emails? ›
Morning between 9–11 a.m. is definitely the best time to send email according to Campaign Monitor's research. It looks like there is a peak at 10 a.m. Campaign Monitor sums it up by saying that 53% of emails are opened during the workday between 9 a.m.–5 p.m.What is the ROI on 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 a good CTR for email marketing? ›
A good email click-through rate is anything above 3%. An average email CTR is 1-5%. Because it only takes into account opened emails, your CTOR will naturally be higher than your CTR. Experts recommend aiming for a CTOR of 20-30% for promotional campaigns.What is CTR email marketing? ›
Email click through rate is calculated by the number of subscribers that have clicked on at least one link in your email marketing campaign. To calculate email click through rate, take the number of people that have clicked on your email campaign and divide that with the number of emails you have sent.What is better than Gmail? ›
- Why should you look for a Gmail alternative? Tutanota. Posteo. StartMail. Runbox. Mailfence. CounterMail. Proton Mail. Mailbox.org.
- Gmail: Best for Offline Accessibility.
- AOL: Best for Interface Organization.
- Outlook: Best for Multiple App Integrations.
- Yahoo! Mail: Best for Lots of Storage.
- iCloud Mail: Best for IMAP.
- Mozilla Thunderbird: Best for Managing Multiple Accounts.
The marketing mix, also known as the four P's of marketing, refers to the four key elements of a marketing strategy: product, price, place and promotion.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.Is email marketing still viable? ›
While it still has its competition, it's undoubtedly still working. Email marketing has an ROI of 4400%. Email is not just a tool for extending offers to customers or generating leads; it's a primary tool for generating a return on investment in marketing efforts.Why is email marketing important for small businesses? ›
Email marketing is important for small businesses because it's a marketing workhorse. Not only does it help you to keep in touch with those that want to hear from you — keeping you top of mind — but it also allows you to educate your readers, drive traffic, conduct surveys, share updates, make announcements, etc.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).What in your opinion are the top 5 best email marketing practices? ›
- Don't purchase contact lists.
- Avoid using 'No-Reply' in the sender's email address.
- Stick to fewer than three typefaces.
- Optimize the email's preview text.
- Include an email signature.
- Clean your mailing list regularly.
- Keep the main message and call-to-action above the fold.
What do you think about the future of email marketing? ›
With features like enticing video content, interactive calls to arms, and in-email instant messaging, email marketing materials could become portals to products or services. “The more interactive you can make something, the more people look forward to using it,” said Zarar Ameen, CEO of CANZ Marketing.Is email marketing still viable? ›
While it still has its competition, it's undoubtedly still working. Email marketing has an ROI of 4400%. Email is not just a tool for extending offers to customers or generating leads; it's a primary tool for generating a return on investment in marketing efforts.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 is the average ROI for 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.Are email lists worth it? ›
Email lists are important because email marketing is the best way to connect with customers vs. social media. In fact, you are 6x more likely to get higher click-through rates through emails instead of tweets. Also, email is 40 times more effective at acquiring new customers than Facebook or Twitter.What percentage of emails are read? ›
Today, 81% of all emails are now opened and read on mobile devices. Can you guess what your readers do when you send them an email that isn't optimized for mobile? They delete it.What are some email marketing tips and tricks? ›
- Keep It Brief. ...
- Include One CTA (But Don't Be Afraid to Include It In Multiple Locations) ...
- Add a PS If You Need Extra Links. ...
- Offer Something Valuable. ...
- Always Put the Reader First. ...
- Sell Benefits, Not Features. ...
- Maintain Message Match Between Email + Landing Page Copy. ...
- Avoid Generic Templates.
- There are 4 billion daily email users. ...
- More than 306 billion emails are sent and received each day. ( ...
- 64% of small businesses use email marketing to reach customers. ( ...
- 37% of brands are increasing their email budget, and just 1.3% are making cuts. (
Keeping track of your email analytics will help you better grow, maintain, and convert your email lists. Ultimately, the most important metrics are those that have a direct link to your business goals – whether it's to grow your subscriber list, collect leads, or increase your average deal size.What are the challenges of e marketing? ›
- Prioritising mobile content. ...
- Making your website dynamic. ...
- Consistently creating great content. ...
- Allow customers to book in real-time. ...
- Finding the time to be active on social media. ...
- Engaging followers on social media. ...
- Kickstarting email marketing.
Why is email so powerful? ›
It works and is still highly relevant! It's easy to use, accessible and highly effective when sending messages from one person to the other. Email has long been a go-to one-on-one communication channel for individuals and will continue to be so in future years.What's a good email conversion rate? ›
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 percentage of sales should come from email marketing? ›
Most brands should be generating at least 25 to 35% of their total revenue from email. In general, there should be a 50/50 split between revenue from your automated email flows and revenue from your manual campaigns.How many emails does the average person receive per day 2022? ›
The average person receives over 100 emails per day;
86400 emails can be received by a user daily; A user can send up to 2000 emails daily; Email receiving statistics impact both users and senders equally.