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12 Solid Facts And Stats About Email Marketing You Should Know

Despite your job status, age or gender, chances are on weekdays you read an email before getting out of bed. You probably did it this morning.
By now, content marketers ought to know that having an email marketing strategy is essential for every brand. So if you’re somehow reluctant to do this, here are some recent facts and numbers that can help you get you and your team to work on email campaigns and keep it on the right track.

Before this, here are some of the facts and stats articles we did previously:

Bookmarked them if you are interested. Now, let's hit the road!

Email Marketing Stats and Facts

1. Email Has the Largest Reach

Number of sent and received e-mails per day worldwide from 2017 to 2023 (in billions).

Did you know email is the widest marketing channel ever? In 2018, there are over 3.8 billion email users around the world and the number is expected to grow to 4.4 billion users in 2023.

If that isn’t striking enough for you to start planning on reaching your customers via email, HTF analysts estimate that by the year 2022, email marketing will keep growing and the market size will reach $694 million.

2. Email Marketing Has the Highest ROI Rate

Research has pointed out that an email marketing campaign has a higher return on investment (ROI) rate than any other digital marketing channel.

A report by the Data and Marketing Association stated that email marketing ROI is over £42 for every pound you spend, a number that grew compared to the previous report in 2017. The email ROI has shot up from £32 (2017) to £42 (2018).

In addition, an Econsultancy census from 2018 highlights that 74% of companies rate email marketing channel and acknowledge this strategy brings their business a good or excellent ROI.

3. Gen Z will Boost Email Use for Business

Millennials and Generation X have saturated email usage, everyone knows this, but there is a generation that is expected to increase this marketing strategy for the next few years as they grow older. Brands are now betting on Generation Z.

This is not just a random hunch. According to a study by SendGrid and Egg Strategy 85% of Gen Z use email at least monthly, this number grows with age as millennials and Gen X use email at least once a month in 89% and 92%, respectively.

Though Gen Z is less likely to use email for work (most of them are not part of the workforce yet) they will have email habits almost like millennials do right now. It’s expected that 68% of them will be reading emails from companies sending advertisements, coupons or receipts.

4. People Rely on Email to Communicate Directly

One of the reasons email marketing strategies have been successful for so many years is that consumers still want and trust a direct connection with brands and, in the best-case scenario, they voluntarily subscribe to get valuable content through this channel.

Market trends suggest that banking, financial and insurance services, as well as retail and consumer goods, and travel and hospitality are the top major industry adopting email marketing solutions.

5. It Has the Highest Customer Retention Rates

For many years, marketers have ranked email as the most effective channel for awareness, acquisition, conversion, and retention. Now, email has the highest customer retention rate. According to Emarsys, 81% of SMBs still rely on email as their primary customer acquisition channel. And, the email has customer retention rates at 80%.

For the next few years, according to Salesforce Trends in Customer Trust, 75% of millennials and Gen Zers are expected to keep their brand engagement based on previous interactions.

Think that you can not only keep your customers but you can also get them back if they leave your marketing campaign for some reason.

Make an effort to increase and add value to email content on holidays, and especially during Black Friday. It has been stated that the Black Friday deals have the highest rates of winback, also called customer reactivation; the numbers show that winback orders increase by 106% during this date, compared to the rest of the year.

6. Email Increases Online Sales

Omnisend emails
Also from Omnisend – The absolute best day (for open and click rates) to send emails is the first of the month.

Sending 3 automated emails can lead to 90% more online orders compared to single emails, as claimed by Omnisend, an e-commerce marketing automation platform.

It’s estimated that 81% of American online shoppers are more likely to shop -either online or in stores- as a result of what they read in an email. Consumers like email rewards such as getting a special offer, a coupon they can redeem or an online-exclusive price.

Tip: Make use of Omnisend Free Plan
If you send less than 15,000 emails per month, you can run for free at Omnisend. Email campaigns and host signup form, access sales and performance reports – all at $0 > Click here to signup

7. Email Allows Immediate Contact with American Market

Statistics show that 28% of American adults admit they’re online constantly.
According to this Market Watch press release, America has the largest market share in the global email marketing market. That’s key to successful email marketing strategies.

As a matter of fact, eMarketer 2019 forecast data suggests that 37.2% of the United State’s digital ad market will belong to Google, 22.1% to Facebook and 8% to Amazon by the end of 2019.

8. Email Marketing is Versatile and Mobile

When done well and optimized for responsiveness, an email marketing campaign is attractive and eye-catching and has positive reactions that ultimately become sales.

Depending on the content you’re managing and your brand’s needs, 53% of the emails are opened on mobile devices. You can include pictures, featured videos or videos created in your email marketing using tools such as slideshow maker.

Pay special attention to responsiveness and that the videos are optimized to display correctly on mobile devices because. If not, visitors will be looking elsewhere. According to Scientia Mobile and Google Study, 53% of consumers abandon content not displaying fast enough, and all your previous efforts will be doomed.

Being that said, graphic versatility should be in sync with well-written copy and subject lines. Paige Arnof-Fenn, owner of the Massachusetts marketing firm Mavens & Moguls, points out subject lines for emails should be short because many people read on their phones or tablets.

9. Email Is the Most Preferred Platform for Digital Marketing

According to eTargetMedia, email marketing is moving towards personalization and creating interactive content.

This means information won’t be just going one way but will arrive at the right time and consumers will have the chance to book something, take polls, watch videos or follow brands on social media. Accenture’s research shows that 91% of consumers prefer brands that remember who they are, recognize their interests and offer recommendations that are relevant to them personally.

On the other hand, you should be aware, as stated by a recent Adobe Branded Content Survey 2019, that 25% of consumers are annoyed by content that is too personalized, so it has to be something in between and really well-thought for a specific target.

10. Email Has the Lowest CPA

email has the lowest cost per acquisition
Emails have the lowest average CPA; direct mail, on the other hand, has the highest CPA with an average of $26.40.

Emails are having the lowest average cost of acquisition (CPA) of around $10, compared to social media – $20, direct mail – $31, paid search – $16, and online display ads – $25.

Why is this important for your strategy? Well, this is an easy one, most brands want to reach the largest numbers using as few resources as possible.

11. People Actually Read Their Emails

According to Internetlivestats, about 936,740 legitimate emails are sent every second around the globe.

In order to succeed, you should focus on a well-executed email marketing design. If you’re still working on it and need free logos or quick logo design, along with other branding visuals, take a look at the templates and design tools that email marketing services offer, or use online creators like the ones at Placeit. This way you can save a lot of time that can be used for research instead.

It’s been said that people read their emails, but this doesn’t mean they read everything or that they have the time to read a novel-sized newsletter.

Regarding the written content itself, you should keep it conversational and between 300 and 500 words to get people to actually read your message instead of just scrolling down to get to what’s important.

If you write long emails, they will probably end up in the trash can.

12. Newsletters Increase Customer Engagement

If you learn to master email marketing tools, you will increase sales and conversion rates, and numbers show you should focus on creating a great newsletter especially if you’re starting a new brand.

As author Dave Pell states, even though they’ve died and come back a couple of times in the last decades, newsletters are immortal. Why? He points out a few reasons, and the most important is that email is personal, you’re entering someone else’s well-restricted space: their personal inbox.

It’s really important that every email reflects you have done your homework, this means that you take the time to write thoughtful content, and briefly explain the benefits of buying your products and, if possible, give extra benefits for email subscribers.


Keep in mind that the email inbox is the one feed users can control 100% and once they unsubscribe or mark your emails as spam, you’re out.

Headlines with “email is dead” come and go when users are excited by new technologies or trendy social media platforms, but remember the email has survived a lot of them too. Think about when you first created your personal email address. After all these years you still check on it, subscribe to new services and will continue to do so for the years to come.

As marketing specialists, the challenge now depends on adapting an email marketing campaign to ongoing trends and new users.

Author: Karina Ramos

Karina Ramos is the representative from Placeit. A platform where everyone can make their own visual assets for their brand regardless of technical or artistic skills. Connect with Placeit on Facebook and LinkedIn.

Photo of author

Article by WHSR Guest

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