Key Insights
Essential data points from our research
For every $1 spent email marketing generates $36 in ROI
The global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027
64% of small businesses use email marketing to reach customers
The average email open rate across all industries is 21.33%
The average click-through rate across all industries is 2.62%
Government related emails have the highest open rate at 28.77%
Marketers who use segmented campaigns note as much as a 760% increase in revenue
Segmented email campaigns have an open rate that is 14.31% higher than non-segmented campaigns
Emails with personalized subject lines generate 50% higher open rates
41% of email views come from mobile devices
23% of consumers who open an email on a mobile device will open it again later
Roughly 1 in 5 email campaigns is not optimized for mobile devices
Automated emails generate 320% more revenue than non-automated emails
Triggered emails have a 70.5% higher open rate than regular bulk emails
Abandoned cart emails have an average open rate of 41.09%
Automation & Technology
- 1Automated emails generate 320% more revenue than non-automated emails
- 2Triggered emails have a 70.5% higher open rate than regular bulk emails
- 3Abandoned cart emails have an average open rate of 41.09%
- 4Sending 3 abandoned cart emails results in 69% more orders than a single email
- 551% of companies are currently using marketing automation
- 664% of marketers say that email marketing automation optimizes their time management
- 7Transactional emails have 8x more opens and clicks than any other type of email
- 858% of marketers use AI for email marketing optimization
- 9Automated welcome emails bring in 320% more revenue per email than other promotional emails
- 1030% of professionals are using AI to write email copy
- 11Using AI to optimize email send times can increase engagement by 20%
- 1243.1% of marketers cite integration combined with automation as their biggest challenge
- 13Drip campaigns can generate 80% more open rates than single sends
- 14Automation causes a 14% increase in sales productivity
- 15Businesses that use marketing automation to nurture prospects experience a 451% increase in qualified leads
- 1668.5% of marketers believe that automation improved the targeting of messages
- 1749% of businesses use some form of email automation
- 18Re-engagement campaigns (win-back automation) have a 12% open rate
- 1995% of companies using marketing automation have seen benefits in less than a year
- 20Automated email messages average 70.5% higher open rates and 152% higher click-through rates than "business as usual" marketing messages
Interpretation
Think of email as a high-performance engine: automation and AI-driven tactics power outsized results, with automated welcome and transactional messages generating roughly 320% more revenue and eight times the opens and clicks, drip and abandoned cart sequences boosting opens and orders, nurturing automation delivering a 451% jump in qualified leads, and marketers gaining time and better targeting even as integration remains the main hurdle.
Engagement Benchmarks
- 1The average email open rate across all industries is 21.33%
- 2The average click-through rate across all industries is 2.62%
- 3Government related emails have the highest open rate at 28.77%
- 4The average bounce rate across all industries is 0.4%
- 5Fridays see the highest email open rates at nearly 19%
- 6Saturdays have the lowest email open rates at 17%
- 7Videos added to your email increase click rates by 300%
- 8Including a call to action button instead of a text link can increase conversion rates by as much as 28%
- 9Emails with a single image had the highest click-through rate at 2.7%
- 10Interactive emails generate 2x more conversions than passive content
- 1135% of email recipients open email based on the subject line alone
- 1269% of email recipients report email as spam based solely on the subject line
- 13Using emojis in subject lines can increase open rates by 56%
- 14The average unsubscribe rate for 2022 was 0.1%
- 15Emails sent between 9 am and 12 pm on Tuesdays have the best engagement
- 16Plain-text emails have a higher open rate than HTML heavy emails
- 17Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns
- 1847% of people open emails to look for a discount or offer
- 193 or fewer images in an email correlates with higher click-through rates
- 20Including the word "newsletter" in your subject line can decrease open rates by 18.7%
Interpretation
Treat the subject line like a VIP bouncer, since 35% of opens hinge on it and 69% of recipients will flag a message as spam just from that line, keep your emails simple with a plain-text or single-image approach and no more than three images, time sends for Tuesday mornings or Fridays, use emojis to boost opens, add video to triple clicks and a clear CTA button to lift conversions by up to 28%, and lean on welcome and interactive content because welcome emails drive four times the opens and five times the clicks while interactive designs double conversions, all against industry averages of about 21.3% open rate, 2.6% click-through rate, 0.4% bounce and 0.1% unsubscribe.
Mobile & Accessibility
- 141% of email views come from mobile devices
- 223% of consumers who open an email on a mobile device will open it again later
- 3Roughly 1 in 5 email campaigns is not optimized for mobile devices
- 442.3% of consumers will delete an email if it doesn't look good on their mobile device
- 5Mobile users check their email 3x more effectively than non-mobile users
- 635% of business professionals check email on a mobile device
- 7Apple iPhone's native email app has the highest market share of email clients at 57.7%
- 856% of emails with emojis in the subject line have a higher open rate on mobile devices
- 970% of consumers delete emails immediately that don't render well on a mobile device
- 10Responsive email design results in a 15% increase in unique clicks for mobile users
- 11Sending emails with a pre-header text increases mobile open rates by 7%
- 1260% of smartphone users have contacted a business directly using the search results such as the "click to call" option in an email
- 13Users spend 80% of their time on mobile devices inside apps including email apps
- 1481% of all emails are now read on mobile devices
- 15Adding dark mode support is critical as 81.9% of people use dark mode on their phones
- 1646% of smartphone users prefer to receive communications from businesses via email
- 17Font size of 16px is recommended for mobile email readability to prevent zooming
- 1833% of email opens occur on an iPhone
- 1914% of people use screen readers to access their email, making accessibility tags crucial
- 20Emails formatted for mobile readers result in a 24% increase in click-through rates
Interpretation
Mobile rules email, so stop treating it like an afterthought: with 81% of emails read on phones, iPhone’s native client holding the largest share, users spending most of their mobile time inside apps, and up to 70% deleting messages that don’t render well, the roughly one in five campaigns that remains unoptimized is a costly blind spot, whereas responsive design, 16px fonts, dark mode support, accessibility tags, concise preheaders, emoji-tested subjects and click-to-call actions can turn that attention into meaningful double-digit lifts in opens and clicks.
Personalization & Segmentation
- 1Marketers who use segmented campaigns note as much as a 760% increase in revenue
- 2Segmented email campaigns have an open rate that is 14.31% higher than non-segmented campaigns
- 3Emails with personalized subject lines generate 50% higher open rates
- 480% of customers are more likely to make a purchase from a brand that provides personalized experiences
- 571% of buyers expect personalized interactions from companies
- 6Personalized emails deliver 6x higher transaction rates
- 774% of marketers say targeted personalization increases customer engagement
- 8Only 39% of online retailers send personalized product recommendations via email
- 955% of consumers feel that email content is not tailored to them
- 10Birthday emails generate a 481% higher transaction rate than promotional emails
- 1182% of marketers report using email personalization techniques
- 12Companies that excel at personalization generate 40% more revenue from those activities than average players
- 1390% of consumers are willing to share personal behavioral data with companies for a cheaper and easier experience
- 14List segmentation is the second most effective email marketing strategy in 2022
- 1566% of marketers are personalizing their emails based on age data
- 16Using a real person's name in the sender name field increases open rates by 35%
- 1762% of marketers say that hyper-personalization is the most effective email strategy
- 18Segmenting by purchase history increases email ROI by 30%
- 1960% of retail, ecommerce, and consumer goods and services companies are personalizing emails based on past purchases
- 20Subject lines personalized with a name boost open rates by 26%
Interpretation
These numbers prove it: marketers who actually segment and personalize their emails turn inboxes into revenue engines, with segmentation delivering up to a 760% revenue lift, personalized subject lines and real sender names boosting opens by roughly 50% and 35%, personalized emails driving up to six times the transaction rate and birthday messages producing a 481% bump, yet fewer than 40% of retailers offer tailored product recommendations while 90% of consumers say they’ll share data for a smoother experience.
ROI & Effectiveness
- 1For every $1 spent email marketing generates $36 in ROI
- 2The global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027
- 364% of small businesses use email marketing to reach customers
- 4There are 4 billion daily email users
- 537% of brands are increasing their email marketing budget
- 6Email marketing is used by 1 in 2 media planners
- 779% of B2B marketers credit email as the most effective distribution channel for demand gen efforts
- 859% of marketers say email is their biggest source of ROI
- 981% of SMBs rely on email as their primary customer acquisition channel
- 1050% of people buy from marketing emails at least once a month
- 11Shoppers spend 138% more when marketed to through email
- 12Email drives an average order value that is 3 times higher than social media
- 1373% of millennials identify email as their preferred means of business communication
- 14The number of emails sent and received per day is expected to reach 376.4 billion by 2025
- 1599% of email users check their email every day
- 164 out of 5 marketers said they would rather give up social media marketing than email marketing
- 1787% of B2B marketers say email is one of their top free organic distribution channels
- 1831% of B2B marketers say email newsletters are the best way to nurture leads
- 1960% of consumers say they have made a purchase as the result of a marketing email
- 2077% of marketers have seen an increase in email engagement over the last 12 months
Interpretation
Email is not a quaint relic but the powerhouse of modern marketing, delivering massive returns and customer reach—$36 for every dollar spent, billions of daily users, higher order values and purchases than social, and growing budgets and engagement across B2B and SMBs, so ignoring it is essentially leaving revenue on the table.
