40 Email Marketing Statistics that Are Shaping the Future

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Pete Davis

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20 Sep, 2019

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Email marketing has been the ‘bread and butter’ of marketing campaigns for decades now and is still driving an ROI of 38:1.

However, that’s not to say it hasn’t changed over time – the way businesses and consumers interact over email is constantly evolving. To help you to stay up to date with the latest trends, we’ve put together 40 email marketing statistics that every marketer should know about.

Related: Email Marketing Metrics & How to Calculate Them

These email marketing facts will show you the state of email in 2019 and help you to get the most out of your next email campaign.

Key email marketing statistics

  1. Email is still king when it comes to customer retention and acquisition. Around 80% of small and medium-sized businesses use it as their primary customer acquisition and retention channel (Emarsys)
  2. Email is dramatically more effective for customer acquisition than social media. It’s 40x more effective than Facebook and Twitter combined (McKinsey)
  3. Traffic from email marketing converts better than search and social traffic. 4.24% of email traffic leads to purchases compared to just 2.49% for search and 0.59% for social. (The American Genius)
  4. Customers who receive email offers spend 138% more when shopping than those who don’t (Disruptive Advertising)
  5. Email marketing spending by U.S. companies is estimated to reach $3.07 billion in 2019, up approximately $1 billion from 2014. (Statista)
  6. 49% of consumers in the USA like to receive weekly promotional emails from brands according to data from 2017 (Statista)
  7. 59% of respondents in a recent survey report buying from marketing emails at least once a month. (SaleCycle)
  8. Email is the top marketing channel used to distribute content. It’s the main content distribution channel for 93% of marketers. (Content Marketing Institute)

Email marketing ROI statistics

  1. The average ROI for email marketing is 38:1, according to a litmus survey. That means that, for every $1 spent, businesses/marketers can expect to get $38 back. (Litmus)
  2. Most brands struggle to measure email marketing ROI effectively. Only 30% of companies can measure the ROI of their email campaigns well or very well (Litmus)
  3. ROI varies based on how sophisticated the email marketing programs are. Marketers that consider their email marketing programs to be unsophisticated reported ROIs of 44:1, compared to 38:1 amongst those using sophisticated programs (Litmus)
  4. Nearly three-quarters of marketers rate the ROI of email marketing to be “Good” or “Excellent” (SaleCycle)

Email use statistics

  1. Approximately 281 billion emails were sent and received every day in 2018, up from 269 billion the year before. (Statista)
  2. The latest estimates also predict that the number of emails sent and received daily will continue to grow year on year, reaching 347 billion by 2022 (Statista)
  3. Around half of the world’s population use email. There were around 3.8 billion global email users in 2018, and this is set to increase to 4.4 billion by 2023 (Statista)
  4. 99% of consumers check their email at least once every day. (DMA Insights)
  5. Over half of participants in a recent survey in the U.S. check their personal email account at least 10 times a day (Campaign Monitor)
  6. The same participants in the study quoted above consider email to be their preferred way to receive updates from brands. (Campaign Monitor)

Email open rate statistics

  1. The average open rate for marketing emails is 20.81% but varies by industry.  (Mailchimp
  2. Marketing emails related to ‘hobbies’ have the best open rate, at 27.35%. Other industries with a high open-rate include ‘government’ (26.52% open rate), ‘arts and artists’ (26.03%), and religion (25.33%). (Mailchimp
  3. Welcome emails get superior open rates with an average open rate of 82%, making them a crucial part of your email campaign (GetResponse)
  4. Emails with personalized subject lines have a 50% higher open rate compared to those without. Despite this, personalization is still massively underutilized; only 2% of marketing emails bother with personalization. (Yes Lifecycle Marketing)
  5. Including an emoji in the email subject line generated a higher open rate for 56% of brands in a recent study. (Experian)

Mobile email statistics

  1. Almost half (49%) of all emails are opened on mobile devices. (IBM
  2. More people in the UK read emails on mobile than any other country (62.9%), almost double that of the Latin America & Caribbean region (31.4%) (IBM
  3. 55% of consumers between the ages of 56-67 say they won’t ever read an email on their mobile first, compared to just 18% of those between the ages of 19 and 34.  (Adestra)
  4. Smartphones are the most popular mobile device for checking emails. 81% of people use a smartphone to regularly check their emails compared to just 21% that use a tablet. (Adobe)

Email spam statistics

  1. Spam accounts for 45% of all emails and 14.5 billion spam messages are sent every day. (Spam Laws)
  2. 21% of email recipients will mark an email as spam, even when they know it isn’t (Convince&Convert)
  3. The subject line is the biggest giveaway of spam emails. 69% of email recipients decide whether or not it’s spam based on the subject line. (OptinMonster)
  4. The sender’s email address is important too. 43% of email recipients will click the spam button based on the “from” name/address. (Vivipins
  5. Email deliverability is 25 points lower when the sender’s IP address appears on any of the 12 major email blacklists. (Maildocker)
  6. Only 44% of emails are delivered by ISPs on marketing email lists that have more than 10% unknown users (Convice&Convert)

Email marketing segmentation/demographic statistics

  1. Around a third (33%) of brands practice email marketing segmentation. They segment their customers by demographics of consumer behavior as part of their email campaigns. (Demand Gen Report)
  2. Segmented email campaigns generate around 100% greater clickthrough rates than non-segmented campaigns. (MailChimp)
  3. Email personalization also produces around 6 times greater revenue and transaction rates (Experian)
  4. 93.4% of 25 to 44 year-olds use email, compared to just 85.5% of over 65s (Statista) 
  5. Women spend approximately 7 minutes more checking emails on their smartphones per month than men. (UKOM & Comscore data)
  6. 73% of millennials consumers prefer communications from brands to come via email than other marketing channels. (Adestra)
  7. According to one study, Millenials are 63% more likely than older generations to agree that marketing emails influence their final purchasing decisions. (Marketing Charts)

The takeaways

As you can see from these statistics, email marketing doesn’t seem to be going anywhere anytime soon. However, it’s also clear that personalization, segmentation, and mobile marketing are becoming increasingly important. 

Related: Why Email Will Always Beat Social Media

If brands want to continue to see the best possible ROI on their email campaigns, they need to make sure they’re segmenting and personalizing their email communications and optimizing their content for mobile users.

Good luck! 

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