Key Insights
Essential data points from our research
Email marketing returns an average of $36 for every $1 spent
59% of consumers say marketing emails influence their purchase decisions
The global email marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027
The average open rate for email marketing across all industries is 21.33%
The education industry has one of the highest open rates at 28.5%
Including emojis in subject lines can increase open rates by 56%
Segmented campaigns drive a 760% increase in revenue
74% of marketers say targeted personalization increases customer engagement
Personalized emails deliver 6x higher transaction rates
Mobile devices account for 41.9% of all email opens
60% of smartphone users have contacted a business directly using the search results such as the "click to call" option in an email
42.3% of consumers will delete an email if it’s not optimized for mobile
The average cart abandonment rate across all industries is 69.57%
Sending three personalized abandoned cart emails results in 69% more orders than a single email
Automated emails generate 320% more revenue than non-automated emails
Automation & Cart Abandonment
- 1The average cart abandonment rate across all industries is 69.57%
- 2Sending three personalized abandoned cart emails results in 69% more orders than a single email
- 3Automated emails generate 320% more revenue than non-automated emails
- 4Welcome emails have on average 4x the open rate and 5x the click-through rate of a standard email marketing campaign
- 545% of cart abandonment emails are opened
- 621% of all abandoned cart emails receive click-throughs
- 710.7% of people who receive a cart abandonment email return to make a purchase
- 8Automated welcome emails generate 320% more revenue on a per-email basis than promotional emails
- 9Transactional emails produce an average open rate of 80-85%
- 10Back-in-stock automation emails have the highest open rate of any automated flow at 65.32%
- 11Order confirmation emails have the highest engagement rates, with open rates around 65%
- 12Automation contributes to 29% of all email orders despite accounting for only 2% of email volume
- 13Companies that automate lead management see a 10% or greater increase in revenue in 6-9 months
- 14Drip campaigns can generate 80% more sales at 33% lower cost
- 1551% of companies are currently using marketing automation
- 16Browse abandonment emails account for 3.3% of all orders generated by automated revenue
- 17Post-purchase automation series see a 217% higher open rate than standard promotional emails
- 18Sending abandoned cart emails within the first hour increases conversion chances by 20.3%
- 19Lapsed-purchase or win-back automation flows see a 12% click-through rate
- 2063% of companies outgrowing their competitors use marketing automation
Interpretation
Treat emails like a rescue squad and you win: with roughly 70% of carts abandoned, timely, personalized and automated messages, especially welcome, transactional and back in stock notices, produce far higher opens, clicks and up to 320 percent more revenue, so a tiny automated slice of your sends can generate nearly a third of orders and help companies outgrow competitors.
Mobile & Accessibility
- 1Mobile devices account for 41.9% of all email opens
- 260% of smartphone users have contacted a business directly using the search results such as the "click to call" option in an email
- 342.3% of consumers will delete an email if it’s not optimized for mobile
- 4Launching a mobile-responsive email design can increase unique mobile clicks by 15%
- 523% of consumers who open an email on a mobile device will open it again later
- 635% of business professionals check email on a mobile device
- 7Apple iPhone is the most popular email client, accounting for 38% of opens
- 8One out of every three clicks within an email occurs on a mobile device
- 9Mobile-friendly emails are the second most cited feature consumers ask for (46%)
- 1081% of those who check their emails on mobile use a smartphone, while 21% use a tablet
- 11Conversions on mobile devices are 64% higher when the email marketing campaign is mobile-responsive
- 1270% of consumers delete emails immediately that don’t render well on a mobile device
- 1336% of B2B companies are still not using mobile-responsive templates
- 14Dark mode usage in email is heavily prevalent on mobile, with over 30% of iOS users adopting it
- 15Android users account for approximately 10% of email opens
- 16Order values for mobile email conversions are approximately 10% lower than desktop
- 1752% of customers are less likely to engage with a company because of bad mobile experience
- 1873% of companies prioritize mobile device optimization for email
- 1956% of emails opened on desktop devices lead to a web session, compared to smaller percentages on mobile
- 20Increasing font size for mobile readability resulted in a 10% increase in clicks
Interpretation
Think of email as a pocket-sized storefront: with nearly 42% of opens and a third of clicks happening on phones, iPhone and dark mode shaping behavior, and responsive, readable designs proven to lift clicks and conversions while clumsy mobile experiences trigger instant deletes and lost customers, brands that ignore mobile risk sabotaging revenue even if mobile orders tend to be slightly smaller than desktop.
Open & Click-Through Rates
- 1The average open rate for email marketing across all industries is 21.33%
- 2The education industry has one of the highest open rates at 28.5%
- 3Including emojis in subject lines can increase open rates by 56%
- 4Subject lines with 6 to 10 words have the highest open rate at roughly 21%
- 5Emails with personalized subject lines generate 50% higher open rates
- 6The average click-through rate (CTR) for ecommerce emails is approximately 2.01%
- 7Tuesday is often cited as the best day to send emails, securing the highest open rates
- 8Emails sent at 10 AM often get the most engagement
- 9Interactive email content increases the click-to-open rate by 73%
- 10Adding a video to your email can increase click rates by 300%
- 11The average bounce rate for ecommerce emails is around 0.19%
- 12Plain text emails can have higher delivery rates and sometimes better click-through rates than HTML-heavy emails
- 13Subject lines that create a sense of urgency can increase open rates by 22%
- 14Emails with a single call-to-action (CTA) increased clicks by 371% and sales by 1617%
- 15Using the word "alert" in subject lines increases open rates by 61.8%
- 16Removing the navigation menu in emails can increase CTR by 100%
- 1747% of email recipients open an email based on the subject line alone
- 18Emails with 1-3 images have the highest click-through rates
- 19"Free delivery" in a subject line increases open numbers by 50%
- 2069% of email recipients report email as spam based solely on the subject line
Interpretation
Think of email as a tiny storefront: the average open rate is 21.33% and education reaches 28.5%, so nail your subject line because 6 to 10 words perform best, personalization raises opens by about 50%, emojis add 56% and the word "alert" adds 61.8% even though 69% will mark a message as spam based solely on the subject line and 47% will open because of it; send on Tuesday around 10 AM, favor plain text or simplified layouts for better delivery, use 1 to 3 images and remove navigation to double click-through rates, add interactive content to lift click-to-open by 73% or video to increase clicks by 300%, promote "free delivery" and urgency to boost opens by roughly 50% and 22% respectively, concentrate on a single call to action to increase clicks by 371% and sales by 1617%, and remember ecommerce emails average only about a 2.01% CTR with a tiny 0.19% bounce rate so these tactics turn small percentages into real profit.
Personalization & Segmentation
- 1Segmented campaigns drive a 760% increase in revenue
- 274% of marketers say targeted personalization increases customer engagement
- 3Personalized emails deliver 6x higher transaction rates
- 455% of consumers like email messages that contain relevant products and offers
- 5Marketers who use segmented campaigns note as much as a 760% increase in revenue
- 6Birthday emails generate 342% higher revenue per email than promotional emails
- 772% of consumers say they only engage with messaging that is personalized
- 880% of consumers are more likely to purchase from a brand that provides personalized experiences
- 9Personalized email marketing creates a median ROI of 122%
- 1070% of millennials represent the demographic most frustrated by irrelevant emails
- 11Only 39% of online retailers send personalized product recommendations via email
- 12Using a real person's name in the "from" line increases open rates by 35%
- 1358% of revenue is generated by segmented and targeted emails
- 14Marketers using segmentation report a 26% higher open rate
- 15Use of dynamic content in email marketing leads to an ROI increase of 22% or more
- 1650% of companies feel they can increase interaction within email by increasing personalization
- 1760% of marketers struggle to personalize content in real-time
- 18Gender-based segmentation can increase click-through rates by up to 30%
- 19Geographic segmentation can improve local store traffic and conversions by 20%
- 2084% of customers say being treated like a person, not a number, is very important to winning their business
Interpretation
Treat email recipients like people, not blast targets; targeted, personalized campaigns such as birthday messages, real person senders, and gender or geographic segmentation produce six times higher transaction rates and revenue lifts of hundreds of percent with strong ROI, yet only a minority of retailers use real time personalization, leaving customers frustrated and profits on the table.
ROI & General Effectiveness
- 1Email marketing returns an average of $36 for every $1 spent
- 259% of consumers say marketing emails influence their purchase decisions
- 3The global email marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027
- 480% of business professionals believe that email marketing increases customer retention
- 5Email is 40 times more effective at acquiring new customers than Facebook or Twitter
- 6Small and mid-sized businesses rely on email marketing as their primary customer acquisition channel (81%)
- 773% of millennials identify email as their preferred means of business communication
- 8Shoppers spend 138% more when marketed to through email compared to those who do not receive email offers
- 937% of brands are increasing their email marketing budget
- 10Email connects 4 billion daily users worldwide
- 1199% of email users check their email every day
- 12Email marketing drives 174% more conversions than social media
- 1350% of people buy from marketing emails at least once a month
- 14B2C marketers who connect with customers through automated emails see conversion rates as high as 50%
- 1578% of marketers have seen an increase in email engagement over the last 12 months
- 16Email offers result in a cleaner funnel usage with a 4.24% visitor-to-sale conversion rate compared to search (2.49%) and social (0.59%)
- 1761% of consumers prefer to be contacted by brands via email
- 18The average order value of an email comes in at roughly three times higher than that of social media
- 1964% of small businesses use email marketing to reach customers
- 2087% of marketers use email marketing to disseminate their content
Interpretation
These stats are a blunt reminder that email is ecommerce's most profitable and trusted channel, generating about $36 for every dollar spent, reaching roughly 4 billion people who check it daily, proving up to 40 times more effective than social for acquiring customers and driving 174 percent more conversions, while boosting retention, average order value, and automated conversion rates as budgets and consumer preference continue to shift toward email.
