67 Key Email Marketing Stats For 2021
Chapter 1

Subject Line
& Open Rate
Statistics

What’s the average open rate? And how do subject lines impact open rates? This list of email marketing stats from key industry studies has the answers.
Subject Line & Open Rate Statistics

A study by Experian found that email subject lines with an emoji increased open rates by 56%, as compared to text-only subject lines

Campaign Monitor

Emails with personalized subject lines get a 26% boost in open rates

Campaign Monitor

47% of email recipients will open your email based solely on the subject line

OptinMonster

82% of marketers send emails with no more than 60 characters in the subject line

Convince & Convert

Only the first 30 characters of a subject line are visible on the iPhone email app

Yola

The words “free”, “help”, “percent off”, and “reminder” in a subject line have been found to negatively impact open rates

Unbounce

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Including a recipient’s name in your email subject line increases open rates by up to 18.30%

SuperOffice

The average open rate for emails sent in North America is 19.00%

GetResponse

Emails related to Hobbies, Government, and Arts/Artists have the highest open rates

MailChimp

21.33% is the average open rate for email newsletter across all industries

Mailchimp

Only 6.9% of email subject lines contain an emoji

Only 6.9% of email subject lines contain an emoji

AWeber

Not sure if you’re sending too many emails? Companies see highest open rates when sending 2 emails per month

techjury

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Chapter 2

Email Clickthrough
Rate Stats

Once you get someone to open your email, a big part of your job is already done. That said, there’s no point in getting someone to open your message if they don’t click on anything, right? And these list of data points will help you get more clicks on every email that you send.
Email Clickthrough Rate Stats

Including videos in your email can increase clickthrough rates by up to 300%

Martech Advisor

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The average click-to-open rate for emails sent in North America is 15.71%

GetResponse

Adding a call-to-action button in your emails instead of simply a text link can lead to a 28% increase in click-throughs

Campaign Monitor

78% of marketers have seen an increase in engagements (including click-throughs) in the last 12 months

HubSpot

Nearly 67% of people say they prefer html and image-based emails, but when it comes to performance, plain-text emails result in higher open and clickthrough rates

HubSpot

You are 6x more likely to get a click from an email than from a tweet

You are 6x more likely to get a click from an email than from a tweet

Campaign Monitor

Including social sharing buttons in your emails can increase CTR by 158%

Disruptive Advertising

The more images an email has, the more the clickthrough rate tends to decline

HubSpot

Chapter 3

Email Marketing
Statistics on
Mobile

It’s no secret that more and more people are opening emails on phones and tablets than ever before. In fact, one study found that approximately half (49%) of all emails are opened on a mobile device. This has led to an entire field of “mobile email marketing”. So to get the most out of the emails that you send, it’s important that they’re optimized for mobile devices.
Email Marketing Statistics on Mobile

Mobile devices account for 41.9% of all opened emails

Litmus

Gmail was the leading email client as of April 2019, with 27.8% of users viewing emails through it. The iPhone client was second with 27.6%

Litmus

According to Google, 75% of Gmail users use their mobile device to access their accounts

Tech Crunch

One out of every 3 clicks in an email is registered on a mobile device

Campaign Monitor

In 2019, 62% of email campaigns are being opened on a mobile device, compared to 10% on desktop

62% of email campaigns are being opened on a mobile device

Adestra

42.3% of people will delete an email if it’s not optimized for mobile

SaleCycle

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If an email is read on mobile and then read for a second time on desktop, that consumer has a 65% higher likelihood of clicking through

Campaign Monitor

23% of consumers who open an email on a mobile device will open that email again later

Campaign Monitor

69% of web customers are influenced by a company’s emails to make a purchase from their smartphone

Disruptive Advertising

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Chapter 4

Email
Spam Stats

How do you make sure your legitimate email marketing messages get into someone’s inbox? These stats will help you send people messages that they actually want... which is the key to staying out of the spam folder in 2021.
Email Spam Stats

69% of email recipients can use the subject line to tell if it is spam

OptinMonster

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Only sending emails to subscribers who have opened or clicked one of your emails in the last 6 months will help you decrease the number of emails that end up in the spam folder

LinkedIn

45% of all emails sent are considered spam

Spam Laws

14.5 billion spam emails are sent every day

Spam Laws

For every 12.5 million spam emails sent, 1 will get a response

TechRadar

China is ranked #1 in most live spam issues, followed by the US and then Russia

China is ranked #1 in most live spam issues

Spamhaus

Chapter 5

Email Segmentation
& Personalization Stats

Segmentation is the hot new thing in email marketing right now. And for good reason: segmenting can help you get better open rates, click-through-rates and conversions. It can even lead to fewer spam complaints. Just how helpful is segmentation? These personalization-focused email marketing stats have the answer.
Email Segmentation & Personalization

Emails with personalized subject lines are 26% more likely to be opened

Campaign Monitor

Segmented email campaigns also earn 100.95% higher clickthrough rates as compared to non-segmented email campaigns

Mailchimp

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Segmented email marketing campaigns can lead to revenue increases of as much as 760%

Campaign Monitor

When using proper targeting, marketers can drive 3x the revenue per email as compared to broadcasting

Marketers can drive 3x the revenue per email using proper targeting

ClickZ

Email personalization produces 6x higher revenue and transaction rates

Experian

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Chapter 6

B2C
Email Marketing
Statistics

Are you in a B2C business? If so, then you’ll love the stats in this chapter. These facts and figures focused the B2C and ecommerce segments. Specifically, you’ll learn how, when and where consumers want emails from you. And how to get the most from the emails that you send to a B2C audience.
B2C Email Marketing Statistics

Shopping cart abandonment emails sent 1 hour after the user leaves your site are the most effective, converting 6.33% of shoppers

Convince & Convert

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59% of consumers say emails affect their purchase decisions

SaleCycle

Open rates for cart abandonment emails come in at 40.14%

SaleCycle

Just over half of consumers purchase something following a marketing email at least once a month

SaleCycle

Consumers check personal email for an average of 2.5 hours each weekday while at work

Convince & Convert

42.3% of Americans subscribe to email lists to receive savings and discounts

42% of Americans subscribe to email lists to receive savings and discounts

elevently

Sending 3 abandon cart emails yields 69% more orders than 1 email abandon cart campaigns

Omnisend

Consumers believe email is more likely to be around in 10 years than facebook, Twitter, and cable television

Litmus

Chapter 7

B2B
Email Marketing
Statistics

You probably already know that B2B email marketing is a VERY different beast than B2C. Yes, there’s some overlap (for example, tactics for staying out of the spam filter are basically the same). That said, B2B people tend to want and need different emails at different times. Plus, the ROI from B2B emails tends to be higher than in B2C.
B2B Email Marketing Statistics

B2B marketing emails see a 23% higher click-to-open ratio than B2C emails

emfluence

Approximately 85% of B2B marketers work with some form of email marketing software - making it the second most-used type of tool, behind analytics software (86%).

Content Marketing Institute

Nine out of ten B2B companies use email engagement as a content performance measure. That makes it the most popular metric

40% of B2B marketers say email marketing is a tactic that is critical to their success

Content Marketing Institute

59% of B2B marketers cite email as their top channel for revenue generation

Emma

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Email newsletters are the most-used type of content marketing for 81% of B2B marketers

Content Marketing Institute

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Chapter 8

Email
Engagement Statistics

This chapter is all about email engagement. Specifically, you’ll get access to a boatload of stats on why email marketing converts so well... and how to get even more value out of the newsletters and promotional emails that you send.
Email Engagement Statistics

A case study by Monetate found that 4.24% of email marketing traffic will make a purchase compared to 2.49% of search engine traffic and .59% of traffic from social media

The American Genius

The top 3 reasons people choose to unsubscribe from an email list: too many emails (59%), info no longer relevant (43%), or don’t recognize brand or remember signing up (43%)

OptinMonster

The best day of the week to send a marketing email is Tuesday. Thursday is the second best day to send an email

CoSchedule

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The best time of day to send an email is 10am

The best time of day to send an email is 10am

CoSchedule

QuickSprout found that email subscribers are 3.9x more likely to share your content on social media

QuickSprout

Email marketing is the most effective way of nurturing leads. 31% of businesses cite newsletters as their highest-performing tactic in this area

Content Marketing Institute

Chapter 9

Email Marketing
ROI Statistics

When it comes to ROI, email marketing CRUSHES social media. And there’s plenty of data to back this up. And in this chapter I’ll cover a handful of recent stats that show just how profitable email is compared to other popular digital marketing channels (like Facebook and Twitter).
Email Marketing ROI Statistics

Email marketing produces £42.24 (approx. $55) for every £1 spent

DMA

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73% of marketers rated the ROI of email to be “Good” or “Excellent”

SaleCycle

Shoppers spend 138% more when marketed to through email, as compared to those who do not receive email offers

Disruptive Advertising

An individual email address is worth almost $50 to companies

DMA

320% more revenue is driven from automated emails than non-automated emails

Campaign Monitor

One study found that the ROI on email was 28.5% compared to 7% for direct mail

One study found that the ROI on email was 28.5% compared to 7% for direct mail

Chief Marketer

60% of marketers look at conversion rates to measure the effectiveness of an email campaign

DMA

On average, a welcome email series drives more revenue than having a single welcome email or none at all

WordStream

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Chapter 10

Bonus Email
Marketing Statistics

This chapter is a mix of fun facts that didn’t fit into any of the categories we’ve covered so far.
Bonus Email Marketing Statistics

87% of marketers anticipate investing more budget into email

Email on Acid

16% of all emails don’t ever make it as far as the inbox due to deliverability issues

EmailToolTester

91% of consumers open their email on a daily basis

ExactTarget

U.S. companies are estimated to spend $350 million on email advertising in 2019

Statista

Marketing emails contain an average of 434.48 words

AWeber

It’s expected that by 2022, 347 billion emails will be sent every day

Statista

Only 14% of subscribers believe that the majority of the emails sent to them are relevant

OptinMonster

86% of customers would like to receive monthly promotional emails, while 15% would like to receive them daily

MarketingSherpa

82% of B2B and B2C companies use email marketing technology

Campaign Monitor

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Less than 50% of email marketers split test their campaigns

Less than 50% of email marketers split test their campaigns

Phrasee

More women pay attention to marketing oriented emails as compared to men

Disruptive Advertising

About 50% of Americans check their email while in bed and 42% check it in the bathroom

TechCrunch

Conclusion

I hope you enjoyed this list of email marketing statistics. This list of ALWAYS kept up to date. And we add new stats on a regular basis. So check back soon for even more interesting facts, figures, quotes and stats.

6 Comments

  1. Floyd Avatar Floydsays:

    Right on Time Brian…

    Was Analysing Some recent articles on email marketing statistics and thinking of putting together an article on email marketing statistics myself…

    Will definitely use this as a resource for my new article…

    Thanks for compiling them all in one place…

    Keep up the awesome work…

    By I didn’t get an email about this article am not sure if you sent out one…

    1. Brian Dean Avatar Brian Deansays:

      Thanks Floyd. We’re going to add some more stuff to make this more of a guide. So we didn’t announce it to the world yet. But I’m glad you liked the 1.0 version!

  2. Ali Haider Shah Avatar Ali Haider Shahsays:

    Awesome man, every article you write on your blog is awesome.
    I have learned many SEO techniques from your website like Sky Scraper Technique, Broken Link Building, The Moving Man Method and Infographic method.
    Every tip you share on your website is awesome, I have implemented many of them and got good results.
    The thing is, if you have good content, then you can easily win in any industry.

    1. Brian Dean Avatar Brian Deansays:

      Thank you, Ali

  3. “About 50% of Americans check their email while in bed and 42% check it in the bathroom.”

    Ahem, that reminds me of someone.

    Some amazing stats here. Have you looked into the recent rise in newsletters such as Substack and how many people might be going that route instead of blogging?

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