20+ Must-Know Email Marketing Statistics (Use Data to Boost Your Email Campaigns)
Despite rapidly developing marketing technologies and the growing popularity of social media, email marketing is still alive and well. Any thorough review of the latest email marketing statistics will tell you the same story.
“Bold predictions” may say that “email marketing is dead,” but it’s definitely not. Email is a powerful channel with unmatched reach for marketers that know how to use it. Plus, it’s a channel with unheard-of ROI (more on this later).
Even with fuller inboxes and, on paper, consumers that see more advertising than ever before, it really works when done right.
Let’s skip the chit chat and dive straight into the latest email marketing statistics we’ve curated here in this blog post!
Email Is a Top 3 Distribution Channel for Both B2C and B2B Marketers
Not to mention, email has a 90.3% penetration rate among US internet users. Comparatively, only 69% of US adults are on Facebook.
What Age Group Uses Email the Most?
Millennials may be the age group that uses email the most. Data tells us that, in a 2018 study by Adobe, those who were born between 1981 and 1996 spent a whopping 6.4 hours a day on email. 41% even check their work email in bed, before or after work.
In comparison, office workers over that age only spend 5 hours per day on email.
Email is not just a marketing channel for older generations. Large parts of the business world are still managed 100% through (or partly through) emails, and the usage patterns reflect this.
Percentage of US email users by age
The pattern here isn’t as clear-cut as the actual time spent checking their inbox and sending email statistics.
But what we can say for sure is that email is in no danger of becoming a dead channel.
Many marketers portray email as an outdated medium on the way out, but that’s not the case. It’s alive and well!
Environment Share: What Device Do People Use to Open Their Emails?
But where do consumers tend to open their emails? Nearly 42% of all email opens happen on mobile apps.
The remaining 58% is split with 18.2% for desktop apps, and 39.8% of email opens in web apps (like Gmail or Outlook.com).
Email Segmentation Statistics: Should You Segment Your Audience?
Segmented emails appear to perform significantly better than just mass-emailing an entire audience.
Segmented email performance
While opens, unique opens, bounces, and unsubscribes see some improvement, that’s not the real story here. The click-through rate of segmented campaigns is 100.95% higher (on average) than non-segmented ones.
If every subscriber is twice as likely to take action on your emails, that probably means a significant impact on your bottom line as well.
Average Email Open Rates: What Percentage of Emails Are Read?
Depending on the source, the average email open rate ranges from 17.8% (Campaign Monitor) to 22.15% (GetResponse). Averaged out, you get an open rate of 20.56% across four major platforms.
Note: These numbers don’t automatically mean that one email marketing software provider is better than the other. Instead, they likely represent a discrepancy in how often and how thoroughly their users, on average, purge inactive subscribers from their lists.
Compared to organic social reach, open rates remain quite stable. Every time you send an automated marketing email, more than one in five subscribers is likely to open it, at the very least.
Open Rates by Industry
What about industry differences? Does the average amount of email subscribers who open their emails vary from category to category?
Below we’ve highlighted the differences between a few key industries.
Media & Entertainment
The highest average open rate registered in any industry is 28.72% in media and entertainment via GetResponse.
The lowest registered average open rate is 13.9% in retail, via Campaign Monitor.
Media & entertainment consistently has an above-average open rate across all platforms. It may indicate that consumers are more likely to open and read emails that interest them. Emails that have some level of entertainment value could be crucial to campaign performance.
Note that the industry differences in open rates aren’t entirely consistent between providers.
Cold Outreach vs Automated Emails
It may sound counterintuitive, but when done in a compelling manner, cold outreach emails have a higher open rate than opt-in marketing emails. In fact, according to outreach.io, the open rate benchmark is 27%, almost 10% higher than the lowest average of automated email providers.
Targeted emails to central players in different companies can be a powerful marketing tool. But you have to abide by local rules and regulations on unsolicited emails (or recipients will mark your emails as spam).
Average Email Click-Through Rates: How Much Traffic Does Email Drive?
The average click-through rate of emails ranges from 2.6% (Campaign Monitor) to 3.43% (GetResponse).
Average Click-Through Rate (2019–2020)
7.8% (of opened emails)
Note: HubSpot calculates the click rate based on opened emails, while other providers do so based on successfully delivered emails. Extrapolation based on its open rates means the click rate (when calculated the same way as other sources) would be around 1.6-7%.
Click-Through Rates By Industry
Let’s examine click-through rates by industry to get a more granular understanding of the lay of the land.
Media & Entertainment
* Again, Hubspot’s click-through rates are calculated from opened emails, not all sent emails.
Media has the highest average click-through rate, with 4.62% from MailChimp, and 4.48% from GetResponse.
The lowest average CTR was in retail with 1.6% from Campaign Monitor.
Just like with the open rates, media does very well in click-through rates as well. That confirms the importance of providing entertainment value to your audience.
Average Email Bounce Rates: How Many Emails Make It Through?
The average email bounce rates show the percentage of emails that don’t arrive safely in the target’s email inbox.
Emails stop short of their destination because of expired email addresses, spam filters, opt-in typos, and other reasons.
The average bounce rate recorded by providers ranges from 0.58% (MailChimp) to 0.7% (Campaign Monitor).
Average Bounce Rate (2019–2020)
It makes sense that Campaign Monitor’s numbers are higher again, as its users appear to have pruned their lists to a lesser extent than users of other services.
By focusing on the right data, you can easily see if the changes you make to your emails have a positive impact or not.
How Long Should You Spend on a Single Email?
The majority of brands spend multiple weeks on a single marketing email.
Time to produce email
That’s because the email follows a rigorous, multi-stage process from brainstorming until it’s reviewed and accepted.
If you’re on a smaller team, you obviously don’t need to spend as much time per email.
Of course, no team is working on just a single email for months. The majority of email marketing teams handle at least five emails at any given time.
Number of emails in production
What Area Should You Focus the Most On When Creating Emails?
When creating your email, what should you invest the most time and resources into?
On average, companies spend more time on design, coding, and review.
Email workflow time investment
That makes sense, as design and coding impact the actual email experience more than any other stage.
And in the review, senior editors have to optimize the copy and ensure the email follows brand guidelines to a T.
Email marketing is not dead, it’s far from it. In 2021, it’s still one of the best channels a business of any size can invest in.
With an average return of over 40 times what you invest, you can’t afford to ignore it.
While average open rates and click-through rates are lower than before, it’s still an effective way to nurture relationships with your customers, rewin potentially lost business, and reactive inactive users.
Any business that’s dismissing email is missing out, and missing out big.