79 essential email marketing statistics for your campaign – WAU

If you already bet on an email marketing strategy, you know that this is one of the digital marketing strategies that offers the most cost-benefit in acquiring customers. But do you know the real impact that this modality has on companies around the world? Several factors influence the success of an email marketing strategy, […]

If you already bet on an email marketing strategy, you know that this is one of the digital marketing strategies that offers the most cost-benefit in acquiring customers.

But do you know the real impact that this modality has on companies around the world?

Several factors influence the success of an email marketing strategy, from deliverability (the ability to effectively deliver emails without falling into the Spam box) to using mobile devices to view your marketing messages.

If you want to optimize your strategy and generate real results, you cannot ignore the way your users use this channel.

So check it out below 79 email marketing statistics that will help you to know your audience’s behavior and improve your campaigns!

Volume of email usage

1) The number of email accounts is expected to reach 4.3 billion by the end of 2016. – Radicati Group

2) Company employees spend, on average, 13 hours of their weekly workday checking their inbox – McKinsey & Company

3) 92% of adults present online use email, 61% of whom use it daily. – Pew Research

4) 76% of marketers see steady growth in their email base. – Ascend2

5) The global average of emails sent every month is 1.38 million. – MarketingLand

6) 12% of email users have separate inboxes for personal and professional use. – HubSpot

7) 72% of consumers choose email as the best channel to receive communications from companies and brands. – MarketingSherpa


8) 35% of recipients open an email considering only the subject – Convince & Convert

9) An email is 40 times more effective for acquiring new customers than social networks like Facebook and Twitter – CampaignMonitor

10) 81% of online consumers who receive emails based on shopping habits demonstrated earlier are more likely to make other purchases in the future. – eMarketer

11) When it comes to purchases made as a direct result of a marketing message, email has a higher conversion rate (69%) than social networks and other offline channels – DMA

12) Contacts on your email list are 3x more likely to share your content on social media than visitors from other sources. – QuickSprout

13) 72% of people prefer to receive promotional content by email than via social networks. – MarketingSherpa

14) A message is 5x more likely to be seen in email than on social media. – Radicati

15) 69% of recipients mark an email as Spam taking into account only the subject – Convince & Convert

16) More than 50% of email users claim to read most of the emails they receive. – HubSpot

17) “Vacancies” and “jobs” are words of more clicked subjects. – HubSpot

18) Open and click rates increase when the recipient’s name is used in the subject. – HubSpot

19) According to HubSpot, 6 am is the time that has the highest click and open rate. – HubSpot

20) Your most recent contacts are the most likely to interact with your emails. – HubSpot

21) 70% of email users say they always open emails from their favorite companies. – ExactTarget

22) 95% of people who choose to receive messages from a brand believe that these messages are useful. – Salesforce

23) You have 3 to 4 seconds to get your recipient’s attention to the point that he opens and clicks on your email. – Litmus

24) Emails with social media share buttons increase clickthrough rate by 158% – Nonprofit Hub

25) The two factors that most influence opening rates are the sender’s address (64%) and the subject of the email (47%). – OutboundEngine

Social Media Marketing Kit


26) Consumers who buy products promoted through email marketing spend 138% more than consumers who do not receive offers by email – Convince & Convert

27) 44% of email recipients make at least one purchase per year based on a promotional email – Convince & Convert

28) “Click here” is the call-to-action that has the highest click-through rate. – HubSpot

29) 59% of B2B marketers say email is the most effective channel for generating revenue. – BtoB Magazine

30) 49% of B2B marketers invest more time and resources in email marketing than in other channels. – BtoB Magazine

31) Companies that use email marketing to nurture their leads generate 50% more qualified leads for the Sales team, at a 35% lower cost. These leads, in turn, are responsible for a 20% increase in business opportunities. – HubSpot

32) In the United States, small business owners stipulate that investing one hour a day in email marketing strategies generates a return of $ 273. – ConstantContact

33) Marketers say email marketing is the most effective strategy for acquiring, converting and retaining consumers. – Gigaom

34) Email is almost 40x better at acquiring customers than Facebook and Twitter. – McKinsey & Company

35) Marketing executives in the United States believe that email generates the same amount of revenue as social media and paid media combined. – eMarketer

36) 23% of potential consumers on the Internet purposely abandon their shopping carts, hoping to receive coupons that are sent by email in order to close the sale. 45% of those who abandon the cart expect to receive a free shipping offer. – eConsultancy

37) During Black Friday, a day dedicated to offers in the United States, email was the largest marketing channel, generating 25.1% of all transactions. In addition to email, 21.1% of transactions were carried out through organic search and 16.3% paid search, while social networks (Facebook, Twitter, Instagram and Pinterest) contributed only 1.7% of sales. – Custora

lead generation kit

Use of mobile email

38) 80.8% of email users claim to open their email on mobile devices – HubSpot

39) Approximately 53% of emails are opened on mobile devices – CampaignMonitor

40) 35% of entrepreneurs check their email on a mobile device – Convince & Convert

41) 23% of readers who open an email on a mobile device, open the same email later – CampaignMonitor

42) 75% of Gmail’s 900 million users open their email on mobile devices – TechCrunch

43) Although the number of Internet users has grown 10% less annually, the number of people who choose to receive emails on their smartphone has increased by more than 20% each year. – TechCrunch

44) How much time do email users spend reading email on desktop and mobile devices?


  • 0-3 seconds: 37.88%
  • 3-15 seconds: 24.67%
  • 15+ seconds: 37.45%

Mobile devices:

  • 0-3 seconds: 41.01%
  • 3-15 seconds: 24.93%
  • 15+ seconds: 34.06%

(source: Movableink)

45) 91% of consumers check their email at least once a day on mobile devices. – ExactTarget

Email Marketing Automation

46) Transactional emails (online transaction confirmation) are opened and clicked 8x more than any other type of email, and can generate 6x more revenue – Experian

47) Email automation tools are used by 82% of B2B and B2C companies – Regalix

48) 95% of companies that use marketing automation also bet on email marketing – Regalix

49) Marketing professionals in B2C companies that use automation obtain conversion rates of up to 15% – eMarketer

50) More than 75% of the revenue generated by email comes from automated and personalized emails, not campaigns sent in bulk. – DMA

51) Companies that use email automation are 133% more likely to send relevant messages that correspond with the consumer’s stage in the journey. – Lenskold Group

sales and marketing automation


52) Personalized emails increase clickthrough rates by 14% and conversions by 10%. – Aberdeen

53) 74% of marketers say that personalization increases consumer engagement. – eConsultancy

54) Only 39% of the retail market sends personalized product recommendations via email. – Certona

55) Emails with personalized subjects are 26% more likely to be opened. – CampaignMonitor

56) Personalized emails have 6x conversion rates. – Experian

57) Marketers see an average 20% increase in sales when personalization strategies are used. – Monetate

58) Companies that segment their email list have a 39% higher open rate and 28% fewer contacts who choose not to receive emails. – Lyris Annual Email Optimizer Report

Email Marketing ROI

59) Email marketing has an ROI of 3800%. – DMA

60) The average ticket for a transaction attributed to an email is 3x higher than transactions attributed to messages on social networks. – McKinsey

61) 29% of marketers use ROI to measure the effectiveness of email marketing. – DMA

62) 60% of marketers use conversion rates to assess the effectiveness of an email marketing strategy. – DMA

63) In the United States, for every dollar spent on email marketing, a return of $ 38 is generated. – CampaignMonitor

64) 77% of email ROI comes from automated and personalized campaigns. – DMA

65) The ROI of email marketing is the second easiest to be measured, after paid search. 39% of marketers rate their ability to measure the ROI of email marketing as “good”. – eConsultancy

66) Email is the most used business data source, with 41% of companies evaluating the performance of their email marketing campaigns. Research (39%) and transaction data (37%) were the other two largest sources of data. – Salesforce

newsletter guide


67) 17% of email users create a new email every 6 months – Convince & Convert

68) 30% of email users change their email address annually – Convince & Convert

69) 21% of recipients mark emails as spam even when they know it’s not – Convince & Convert

70) 43% of recipients click the spam button based on the sender’s name and email address – Convince & Convert


71) 88% of users prefer to receive HTML emails, and only 12% prefer emails that contain plain text. – HubSpot

72) 65% prefer emails that contain images, while 35% prefer that the email has only text. – Hubspot

73) If an email is not displayed correctly, the probability is that 71.2% of users will delete it immediately. – BlueHornet

London scenario – how companies in the country use email marketing

74) 46.3% of London companies use email to distribute content. – Content Trends

75) 82% of technology companies in London use email automation tools. Of these, the most used are MailChimp (43.5%) and RD Station (33%). – TechTrends – Tool benchmarks for technology companies

76) Among London digital marketing agencies, one of the most provided services is the creation of email campaigns (76.5%). – Panorama of Digital Agencies 2016

77) 42% of London digital agencies use marketing automation, while only 22% of traditional agencies bet on this strategy. – Panorama of Digital Agencies 2016

78) The email marketing automation tool most used by London agencies is Mailchimp (57.1%). – TechTrends – Tool benchmarks for digital agencies

79) 56.5% of London educational institutions use an email marketing automation tool. Of these, the most adopted is Mailchimp (34.9%) – TechTrends – Tool benchmarks for – TechTrends – Tool benchmarks for educational institutions

email marketing trends

Conclusion: the importance of these email marketing statistics

Put this data into practice when creating your email campaigns!

As you can see, for example, most of your contacts view emails on mobile devices like smartphones and tablets.

Therefore, make sure that your email template is responsive and adapts to these devices in order to facilitate reading.

In addition to always seeking information about new trends in email marketing, it is important that you collect data from your own email campaigns and learn from them about the behavior of your audience.

Do you want to create a list similar to this one, but with statistics from your own campaigns? The best solution is to aggregate the data for each shot you make in an Excel spreadsheet.

Write down numbers like open rate, click-through rate, Spam complaints and use of mobile devices.

If you want to know how to use Excel to organize your email marketing statistics and reveal new information, check out our article “How to use Excel: step by step to take your analytics skills to the next level”.