The Ultimate List of Email Marketing Statistics

Email marketing is one of the oldest marketing techniques that has managed to stay relevant even as the marketing landscape has completely changed. The beauty of email marketing lies in its simplicity and the fact that it allows you to connect with your audience directly.

If you already use email marketing, then you can read these statistics to see how you’re performing compared to other marketers. Whatever you’re looking for, this is the most comprehensive and updated list of email marketing statistics that you will find.

The Ultimate List of Email Marketing Stats:

Email Marketing Usage

1. There were an estimated 3.9 billion email users in the world in 2019 and this number is forecast to grow to 4.3 billion by 2023.

2. Over 290 billion emails are sent and received each day, globally, per 2019 estimates.

3. 46% of marketers consider email marketing an important lead generation tactic, while 47% consider it important for lead nurturing.

4. Mobile devices are the most popular reading medium for emails.

Image Source: Litmus

Given the sheer number of email users, it is too big of a platform for marketers to ignore. Marketers are using emails for both lead generation and nurturing. And, as the use of email grows, so will email marketing.

Email Marketing ROI and Metrics Tracking

In this section, let’s take a look at some of the statistics that tell us how marketers are measuring ROI and which metrics they track for email marketing.

5. 73% of global marketers consider email marketing as an excellent marketing channel. This is higher than SEO (72%) and paid search (67%).

6. And yet, 70% of brands fail to measure their email marketing ROI well.

7. Most marketers track only popular metrics like opens (98.9% of marketers), clicks (98.9%), and bounces (92.5%), per a study by Litmus.

8. The same study found that over 75% of marketers also track conversions, email deliverability, and spam complaints.

9. However, only 46.7% track ROI and only 27.7% measure the subscriber lifetime value.

10. Marketers understand this gap in tracking the right metrics and plan to track the following metrics more:

Image Source: Litmus

Open and Click Rates

11. Per a MailChimp study conducted in October 2019 of their customers around the world, the average open rate for emails is 21.33%.

12. Per the same study, the average click rate across all industries and customers for MailChimp was 2.62%.

13. The average unsubscribe rate, according to the MailChimp study, was 0.26%.

You can compare your email marketing campaign’s performance against these benchmarks to see how you’re doing. Based on these statistics, you can determine where you’re lacking and take measures to improve in those areas.

Email Deliverability

Email deliverability is an important aspect when it comes to email marketing. Your initiatives will only work if your emails get delivered to your subscriber’s primary inboxes. Let’s take a look at how marketers are doing in this regard and if email marketing platforms can help.

14. As of February 2020, the average email deliverability rate was 79.6% across various email marketing platforms tested, per this study.

15. As of data from February 2020, 20.4% of all emails either go to spam or remain undelivered (on average). This is an increase from 16.3% in July 2019.

16. The top five email marketing platforms in decreasing order of email deliverability are:

  • SendinBlue - 95.4%
  • Mailjet - 94.6%
  • ActiveCampaign - 90.2%
  • Constant Contact - 89.4%
  • AWeber - 85.4%

Pro tip: Use trusted email marketing tools that have shown proven results in improving email deliverability. Also, take measures to ensure that your emails are relevant and do not have any elements that may get them marked as spam.

Best Days to Send Emails

Just like there are better times to post on social media, there are better days to send emails. According to the latest 2020 data from Campaign Monitor:

17. Emails sent on Tuesdays get the highest open rates of 18.3%.

18. Thursdays and Fridays get the highest click-to-open rates of 14.4%.

19. Click-through rates remain similar (2.6%) for most days except Saturdays and Wednesdays, when they are lower.

In general, people read their emails more actively on weekdays than on weekends. Tuesday, overall, is the best day to send an email. So, if you plan on sending weekly emails, you will likely get much more opens on Tuesday than on any other day.

Email Marketing Challenges

20. According to Econsultancy, email marketing got only 13% of marketing spend in 2019, even though 19% of sales could be attributed to it. This was primarily because of the fact that marketers fail to provide enough proof to make a case for more investment in email marketing.

21. Per a Litmus poll, here are the top email marketing challenges that marketers face:

Image Source: Litmus

B2B Email Marketing Statistics

22. According to research conducted by the Content Marketing Institute (CMI) in 2018, 87% of B2B marketers in North America use emails as a primary way to nurture their leads.

23. The same study also found that 51% of the most successful B2B marketers in North America use partner emails to promote their content.

24. Per the research conducted by the Content Marketing Institute in 2017, 93% of B2B marketers in North America use emails to distribute content. On average, 38% of marketers (both successful and unsuccessful) use this technique.

25. The same study found that 40% of marketers think that email newsletters are most important for their content marketing success.

26. 44% of B2B marketers consider emails their largest source of lead generation.

B2C Email Marketing Statistics

27. CMI research study of  B2C marketers in North America revealed that 80% of them use emails to nurture their audiences.

28. CMI’s similar report from 2017 found that 86% of B2C marketers in North America use emails as the primary way to deliver content to their audiences.

29. 72% of these marketers cite emails as the most effective way of distributing content.

30. Per the same study, the most commonly used type of email is automated emails like a welcome email, used by 58% of B2C marketers.

31. Other types of emails they use include event emails (55%), promotional (52%), and newsletters (48%).

Email Marketing Trends and Best Practices

Marketers are starting to realise that it is futile to keep sending emails to inactive subscribers and are actively taking steps to avoid that, per a Litmus report.

32. In 2018, 51.9% of marketers removed inactive subscribers from their email lists.

33. Most of these marketers remove inactive subscribers after a maximum inactivity period of 15 months.

34. 44.4% of marketers who remove inactive subscribers send re-permission emails before removing subscribers.

35. 48.4% of marketers also try to win these inactive subscribers back via re-engagement emails.

According to the Email Marketing Census 2019, a global survey, done by Econsultancy:

36. The three focus areas for marketers are advanced segmentation (for 47% of marketers), content personalisation (37%), and behavioural targeting (39%).

37. 66% of marketers consider email automation to be the most important factor for improving email marketing effectiveness.

38. The areas that marketers will focus on in the future are automated email campaigns (37% of marketers), personalisation (32%), and segmentation (29%).

Another study by GetResponse confirmed the effectiveness of automation and personalisation.

39. According to them, automated (triggered) emails get the highest open rates (44.05%) and click rates (10.39%).

40. Also, personalised emails get higher open rates of 22.63% than the ones that are not personalised (22.09%).

41. Use of emojis in subject lines also improves open rates (25.02% of those with emojis and 22.03% for those without).

This clearly shows that the future of email marketing will be driven by automation and personalisation. Campaigns will become hyper-targeted and more effective.

Email Marketing Effectiveness

42. Email marketing can get you an ROI of as high as $44 for every dollar that you spend on it.

If that is not enough reason to start investing in email marketing, then nothing else is. So, if you haven’t yet tried email marketing, it’s time that you start doing so right now.


You now have a whole list of email marketing statistics that you can learn from. 

You can understand the industry trends and best practices and apply them for your next email marketing campaign. You can also use insights from these to fuel your next email marketing strategy. Or you can simply use these to stay updated on industry statistics.

Frequently Asked Questions

Is email marketing important?

Email marketing is extremely important. Email marketing can get you a ROI of as much as $44 for every dollar that you spend on it. Marketers cannot afford to ignore email marketing as it is simply just too big of a platform. In 2019, it was estimated that more than 290 billion emails were sent and received per day. It is expected that by 2023 there will be 4.3 billion email users.

When is the best day to send a marketing email?

All things considered, the best day to send an email is on a Tuesday. Emails that are sent on a Tuesday have the highest open rates of 18.3%. So, if you send your email on a Tuesday, more people will most likely open your email. In general, people read their emails more during the week than on a Saturday or Sunday. Other popular weekdays are Thursdays and Fridays that boast the highest click-to-open rates of 14.4%.

Is email automation effective?

The majority (66%) of marketers believe that email automation is the most important factor for improving email marketing effectiveness. According to a study completed by GetResponse, automated (triggered) emails enjoy the highest open rates of 44% as well as click rates of 10.39%. This clearly shows that email automation will drive the future of email marketing. It is so important that 37% of marketers have indicated in the Email Marketing Census 2019 that they will focus on automated email campaigns in the future.

What are the top email marketing challenges?

Poor coordination between other channels and departments is the biggest email marketing challenge that marketers face, according to a Litmus poll. Some of the other biggest challenges that were identified by this poll include insufficient staffing, limitations of the current service provider, bad leadership or strategies and a lack of quality data. While inadequate tools for the email creation process were also identified as a big challenge, this was not as much of an issue and only affected about 12% of the marketers.

How can I improve email deliverability?

Using a trusted email marketing tool can help you to improve your email deliverability. The top five email marketing platforms that can help you with email deliverability are: SendinBlue, Mailjet, ActiveCampaign, Constant Contact and AWeber. In addition to using one of these tools, you must also see to it that your emails are relevant without any elements that may get them marked as spam.