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The average open rate for emails across all industries is 21.33%
Welcome emails have a 63.91% open rate
On average, top performing emails contain 43.85 characters in an email subject
Image-based emails overall have a higher open rate of 30.27% compared to text-based emails with an open rate of 21.9%
Only the first 48 characters of a subject line are visible on the iPhone default email app. For Gmail app the limit is 37 characters
Emails with emojis have similar open rates compared to those without, specifically 28.26% and 26.42%
Some words used in email subject lines correlated with higher open rates than usual (above 40% vs. 21.33% on average), specifically “update”, “events”, “name of the month (for example, February)”, “now”
The average click-through rate for emails sent in North America is 2.96%. Global average for click-through rate is 1.89%
Organizations related to Communications, Publishing and Financial Services observed higher than average click-through rates (5.77%, 5.43%, 4.42% vs. 1.89%)
Lower email frequency correlates with higher click-through rate of 3.44% (with 1 email newsletter per week) dropping to 2.75%, 2.4% for 2 and 3 newsletters sent per week
Using personalization in email body may lead lead to a 28.57% increase in click-throughs (2.7% rate with tailored content vs. 2.1% without)
Welcome emails have on average 3.7x the click-through rate of a regular email newsletter
Including videos in your email can increase clickthrough rates by 65%
Apple’s email client market share stands at 58.07%, followed by Gmail client with a 29.67% share. Combined, Gmail and Apple email clients have a 87.74% market share
Responsive email design may increase mobile click rates up to 15%
Around 57% of marketers stated that they’re planning to apply mobile-friendly design in their email campaigns, more than any other tactic, including personalization (52%) and email marketing automation (48%)
Gmail hit over 10 billion downloads on Google Play alone
Approximately 48.63% of all emails sent are identified as spam
Around 54.53% of spam emails originated from IPs in Russia, mainland China and the US
An estimated 162.04 billion spam emails are sent every day
62% of marketers leverage dynamic content to personalize their email marketing campaigns
The vast majority (64%) of marketing professionals sent out email marketing campaigns with subject line personalization
Email marketing campaigns using send time optimization (STO) brings an increase of 5% to 10% in opens and clicks
Among surveyed marketers with successful email marketing campaigns, 59% of them cited personalization as a best way to increase engagement
Around 55% of consumers stated a more enjoyable email experience with retailers would include more targeted promotions and discounts
Brands that often include dynamic content in their marketing emails report a 22% increase in ROI compared to those who never or rarely use it ($44 vs. $36 for every dollar spent)
83% of consumers stated that they prefer to receive hyper-personalized marketing messages
One study found that only 31% of emails from B2C and B2B brands were sent using personalized subject lines
Around 53% of consumers claim that they like emails with birthday or anniversary mentions
Nearly half (43%) of consumers state that they like cart abandonment emails
86% of consumers claim that they are willing to share their email address for personalized experiences and special incentives
Automated emails triggered by user behavior account for 46.9% of email sales while the actual share of automated emails is only 2.6%
More than half (51%) of online shoppers in the US prefer email channel vs. other options (in-app notifications, SMS, and push notifications) to receive discounts - eMarketer
Around 62% of B2C and B2B marketers in the US increased email marketing budgets in the past 12 months, more than any other channel, including social media (62%) and influencer marketing (50%)
Open rates for cart abandonment email flows come in at 49.89% bringing an average revenue of $3.58 per recipient (nearly a 2x of average revenue across all campaigns - $1.91)
50% of B2B marketers in the US claim that email marketing is the most impactful channel on their multichannel strategy, outperforming social media (50%) and content marketing (26%)
83% of US B2B marketers use email engagement to track content performance, 59% use email subscriber numbers
57% of marketers at companies with over 500 employees use AI in their email marketing campaigns as of 2023 survey, up from 26% who reported the same in 2022
Among B2B marketers, email marketing ranked as the 2nd most effective channel for generating qualified leads (with a 32% share), only outperformed by in-person tradeshows and events (33%)
Email marketing ranks as one of the leading marketing tactics, where 36% of B2B professionals claim to have implemented email in their marketing efforts, more than in-person events (35%) and paid social media (35%)
Nearly half (44%) of B2B marketers say that email as a distribution channel produce the best results
In a survey of US marketers, 27% of respondents stated the best day to send a marketing email is Tuesday, followed by Monday (19%)
The top 3 reasons people choose to unsubscribe from an email list: too many emails (53.5%), too repetitive or redundant emails (46.5%), or misaligned subject lines with email content (30.4%)
The best time to send B2C and B2B emails is between 9 AM and 12 PM
Around 35% of marketers claim at least some AI use in their email marketing campaigns. Another 33% have plans to implement AI in their email marketing program
The top 3 AI use cases for email marketing among those who currently use this technology, include email retargeting (55%), content personalization (53%), subject line optimization (44%)
In a survey of CEOs and marketers, over half (58.3%) of respondents think that AI can improve email newsletters
On average, email drives an ROI of $40 for every dollar spent for brands in the US, and $43 for EU brands
One email marketing platform reported a $72 ROI in an analysis of US merchants
Analysis of US merchants found an average annual revenue of $6.86 per subscribed account
Organizations that always include A/B testing in their email marketing programs reporter a higher ROI of $48 for every dollar spent vs. $35 among those brands who do not use A/B testing
Nearly half (44%) of marketers claim to struggle with measuring email performance/ROI
Half of marketing professionals worldwide rated perceived effectiveness of spending on the email channel as “extremely/very effective”, more than native advertising (48%) or podcasts (45%)
US marketers allocate 12% of their advertising budget on email
When it comes to email production cycles, the most significant bottlenecks include collecting feedback (35%), creating content (34%), and getting buy in from all stakeholders (32%)
39% of marketing professionals claim they currently build emails by replacing the text and image coding in a template or previous email
On average, marketers send as many as 15 emails a month
Nearly half (48%) of consumers claim to “always” or “often” delete/ignore brand emails without reading them
On average, conversion rates across all types of email campaigns hit 0.07%. Among cart abandonment emails that rises to 2.71%
Over 40% of subscribers use Dark Mode on the Apple Mail app. Yet, 33% of email marketers claim state they weren’t coding specifically for Dark Mode
I hope you enjoyed this list of email marketing statistics. This list is 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.