Webinars, video campaigns and social media posts are relatively new channels for marketers to reach customers. However, your contemporary communication style shouldn’t distract you from one of the oldest but most effective tactics – email marketing. In fact, email ROI is as high as $36 for every $1 spent.

If you’re still undecided, read on – we’ve put together a list of email marketing statistics for HubSpot to showcase the power of email. Here you will find:

General Email Marketing Statistics and Best Practices

  • 1 in 2 media planners use email marketing. It will continue to grow this year, with 22% planning to take advantage of it for the first time. (HubSpot Blog Research, 2021)
  • Email marketing revenue is expected to reach nearly $11 billion by the end of 2023. (Statista, 2021)

Email Marketing Statistics: Graph Shows Email Marketing Revenue to 2027

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  • There are 4 billion email users every day. By 2025, that number is expected to climb to 4.6 billion. (Statista, 2021)
  • More than 306 billion emails are sent and received every day. (Statista, 2021)
  • 64% of small businesses use email marketing to reach customers. (Activity Monitor, 2021)
  • 37% of brands are increasing their email budgets and only 1.3% are cutting them. (Litmus, 2021)
  • The most effective tactics for email marketing campaigns are subscriber segmentation (78%), message personalization (72%) and email automation campaigns (71%). (HubSpot Blog Research, 2021)
  • 33% of marketers send emails weekly, and 26% send emails multiple times a month. (Databox, 2022)

Email Marketing Statistics: Graph showing how often emails are sentImage Source

  • 63% of businesses reduce the frequency of emailing subscribers based on subscriber engagement. (Databox, 2022)
  • 41.5% of brands say email marketing is critical to business success, up from 78% in 2020. (Litmus, 2021)
  • In the past 12 months, 77% of marketers have seen an increase in email engagement. (Not another marketing state, 2021)
  • Globally, Fridays have the highest email open rates (nearly 19%), while Saturdays have the lowest email open rates (17%). (Activity Monitor, 2021)
  • 43% of marketers are changing the way they measure email performance due to Apple’s email privacy protections, while 24% are currently making no changes. (Litmus, 2021)
  • The most important way for email marketers to adapt to recent data privacy changes is to prioritize different KPIs. (HubSpot Blog Research, 2021)
  • The most effective email subject lines generate curiosity, include promotional offers, and are personalized to each recipient’s interests. (HubSpot Blog Research, 2021)
  • QA, A/B and Spam testing of your emails leads to higher ROI. Enjoy up to 28% higher returns when you use the test for your email program. (Litmus, 2022)

B2B Email Marketing Statistics

  • 81% of B2B marketers say their most common form of content marketing is email newsletters. (Content Marketing Institute, 2020)
  • 64% of B2B marketers say their email marketing strategy is effectively meeting their 2021 business goals. (HubSpot Blog Research, 2021)

  • 15.8% of emails are lost or caught by popular spam filters. (Email Tool Tester, 2022)
  • New product and feature announcement marketing emails have the highest click-through rates, according to B2B marketers. (HubSpot Blog Research, 2021)
  • Automation is primarily used for email marketing to send trigger emails, for drip or nurture campaigns, and segmentation. (Litmus, 2021)

Mobile Marketing Statistics

  • Most email views come from mobile (41%), followed by desktop (39%). (HubSpot Blog Research, 2021)

Email Marketing Statistics: Email Views by Device Type

  • Nearly 55% of global website traffic comes from mobile devices, excluding tablets. (Statista, 2022)
  • 46% of smartphone users prefer to receive communications from businesses via email. (Statista, 2021)
  • The Apple iPhone’s native email application has the highest market share, followed by Gmail. (Litmus Lab, 2022)
  • Nearly one-fifth of email marketing campaigns are not optimized for mobile devices. (Super Office, 2020)
  • Launching a mobile responsive email design can increase unique mobile clicks by 15%. (MailChimp, 2021)
  • 56% of marketers use mobile-friendly email in their email marketing strategy. (HubSpot Blog Research, 2021)

B2C Email Marketing Statistics

Email Marketing Demographics 2021

  • 99% of email users check their inbox every day, and some check it 20 times a day. Of those, 58% of consumers check email first thing in the morning. (OptinMonster, 2020) 84.3% of consumers say they check email at least once a day. (Path, 2021)

Email Marketing Statistics: How Often Consumers View EmailsImage Source

  • 35% of US respondents have two email addresses and 28% have more than four. (Statista, 2021)
  • Consumers spend an average of 10 seconds reading branded emails. (Statista, 2021)

time to read emails

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  • 40% of consumers say they have at least 50 unread emails in their inbox. (Centre Point, 2020)
  • Email is the primary way U.S. consumers discover branded coupons. (Statista, 2021)
  • Identifying the sender is the most important factor in deciding to open an email, followed by actually having time to read the email. (Path, 2021)
  • The average bounce rate across all industries is 9.96%.
    (Continuing Engagement, 2022)
  • 59% of millennials primarily use their smartphones to check email, while 67% of Gen Z scan inboxes on mobile devices. (Blue Core, 2021)
  • 74% of Baby Boomers see email as the most personal channel for receiving brand messages, followed by 72% of Gen Xers, 64% of Millennials and 60% of Gen Z. (Bluecore, 2021)
  • The most important steps marketers take to support accessibility when creating emails is to write short descriptive subject lines, make links and buttons easy to see, and keep paragraphs short and clear. (Path, 2021)

Apply your email knowledge

Many data points will help you invest more time and money into your email marketing strategy. While you can always refer to this article, you can also start applying them to your next campaign.

Editor’s Note: This blog post was originally published in March 2019, but has been updated for comprehensiveness and freshness.

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