Key Insights
Essential data points from our research
For every $1 spent on email marketing $36 is generated in ROI
37% of brands are increasing their email marketing budget
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
The average email open rate across all industries is 21.33%
The average click-through rate (CTR) for emails is 2.62%
Emails with a single image had the highest click-through rate of 2.78%
41% of email views come from mobile devices
46% of all email opens now occur on mobile
23% of consumers who open an email on a mobile device will open it again later
Marketers who use segmented campaigns note as much as a 760% increase in revenue
Personalized subject lines increase open rates by 26%
Segmented email campaigns have an open rate that is 14.31% higher than non-segmented campaigns
Automated emails generate 320% more revenue than non-automated emails
Triggered emails have a 70.5% higher open rate than regular email newsletters
51% of companies are currently using email automation
Automation, AI & Timing
- 1Automated emails generate 320% more revenue than non-automated emails
- 2Triggered emails have a 70.5% higher open rate than regular email newsletters
- 351% of companies are currently using email automation
- 4Abandoned cart emails have an average open rate of 45%
- 511:00 AM is the best time to send emails for the highest click-through rate
- 664% of marketers say that AI is "very important" to their email marketing strategy for things like send-time optimization
- 7Automated welcome emails have a 4x higher open rate and 5x higher click rate than standard bulk emails
- 821% of marketers plan to use AI for writing email copy
- 9Sending 3 abandoned cart emails results in 69% more orders than a single email
- 10Users who use marketing automation have seen a 14.5% increase in sales productivity
- 11Tuesday is the best day of the week to send emails
- 12Open rates for automated email messages average 46% higher than standard messages
- 1343% of marketers used AI for email optimization in 2022
- 14Transactional emails (which are automated) have 8x more opens and clicks than any other type of email
- 15Drip campaigns can generate 80% more sales at a 33% lower cost
- 1630% of professionals said the biggest benefit of automation was saving time
- 17Sending emails between 9 am and 11 am generally yields high engagement
- 1858.6% of US marketers used AI for email creation and optimization in 2023
- 1940% of B2B marketers utilize automation for email drip campaigns
- 20The click rate for automated emails is 119% higher than broadcast emails
Interpretation
Treat email like an automated, AI-assisted salesperson, because sending the right triggered messages at the right times, for example Tuesday mid-morning or roughly 9 to 11 AM with 11:00 AM especially strong, turns welcome, transactional and abandoned cart sequences into massive open, click and revenue generators, lowers cost and boosts productivity, and explains why so many marketers are investing in automation and AI.
Mobile & Device Usage
- 141% of email views come from mobile devices
- 246% of all email opens now occur on mobile
- 323% of consumers who open an email on a mobile device will open it again later
- 4iPhone is the most popular email client counting for 28.4% of all opens
- 570% of consumers delete emails immediately if they don't display correctly on a mobile device
- 6Responsive email design increases unique mobile clicks by 15%
- 7One out of every three clicks within an email occurs on a mobile device
- 852% of customers are less likely to engage with a company because of bad mobile experience
- 9Gmail holds the second spot for email client market share with 26% of opens
- 1035% of business professionals check email on a mobile device
- 11Mobile email users check their email 3x more per day than non-mobile users
- 1275% of Gmail's 900 million users access their accounts via mobile devices
- 1356% of emails with "mobile" in the subject line are opened on a phone or tablet
- 14Android users spend more time viewing emails (15 seconds) than iOS users
- 15Mobile readers who open an email a second time from a computer are 65% more likely to click through
- 1660% of smartphone users have contacted a business directly using the search results such as "click to call" options in emails
- 17Apple Mail (macOS) accounts for 2.3% of email market share
- 1880% of users will delete an email if it doesn’t look good on their mobile device
- 19Tablet users have a slightly higher click-to-open rate (13.7%) than mobile phone users
- 20Increasing font size for mobile optimization led to a 10% increase in clicks
Interpretation
Mobile is the gatekeeper of email success: roughly half of opens now happen on phones and tablets, iPhone and Gmail dominate, mobile users check mail far more often and will instantly delete messages that don’t render correctly, so responsive design, larger fonts and mobile-first subject lines are the simple, measurable fixes that boost reopens, clicks and direct actions like click-to-call.
Open Rates & Click-Through Rates
- 1The average email open rate across all industries is 21.33%
- 2The average click-through rate (CTR) for emails is 2.62%
- 3Emails with a single image had the highest click-through rate of 2.78%
- 4Welcome emails have an average open rate of 50%
- 5Interactive emails increase the click-to-open rate by 73%
- 6Adding videos to your email can increase click rates by 300%
- 7Government related emails have an average open rate of 28.77%
- 8Emails with emojis in the subject line have a 56% higher open rate
- 9Plain-text emails have a higher open rate than HTML-heavy emails in many B2B sectors
- 10The click-to-open rate (CTOR) for Education is the highest at 15.7%
- 1147% of email recipients open an email based on the subject line alone
- 12Including the word "newsletter" in the subject line decreases open rates by 18.7%
- 13The average unsubscribe rate across all industries is 0.26%
- 14Friday is the day with the highest open rates (18.9%)
- 15Hobby-related emails have the highest click rate at 5.01%
- 1669% of recipients report email as spam based solely on the subject line
- 17Emails sent by individuals have a higher open rate than those sent by company names
- 18The average bounce rate for email campaigns is 0.7%
- 19Using the word "alert" in subject lines increases open rates by 61.8%
- 20Emails with 6 to 10 words in their subject lines have the highest open rate of 21%
Interpretation
Think of email marketing like dating: your subject line is the first impression, so use emojis, the word alert, or a tight six to ten word hook and avoid the word "newsletter"; send from a real person on a Friday, lean on welcome emails and interactive elements or video to dramatically boost engagement, and favor a single strong image or plain text in many B2B contexts to turn average 21 percent opens into real clicks while keeping unsubscribes and bounces low.
Personalization & Segmentation
- 1Marketers who use segmented campaigns note as much as a 760% increase in revenue
- 2Personalized subject lines increase open rates by 26%
- 3Segmented email campaigns have an open rate that is 14.31% higher than non-segmented campaigns
- 474% of marketers say targeted personalization increases customer engagement
- 5Emails with personalized message bodies have a 32.7% better response rate than those without
- 680% of consumers are more likely to make a purchase from a brand that provides personalized experiences
- 782% of marketers reported an increase in open rates through email personalization
- 8Birthday emails generate 342% higher revenue per email than promotional emails
- 9Click-through rates are 100.95% higher in segmented email campaigns than non-segmented campaigns
- 1050% of companies feel they can increase interaction within email by increasing personalization
- 11Only 39% of online retailers send personalized product recommendations via email
- 1291% of consumers are more likely to shop with brands who recognize, remember, and provide relevant offers
- 13Segmenting by subscriber activity increases open rates by 13.9%
- 14Including the recipient's name in the email copy increases click-through rates by up to 30%
- 1555% of consumers like email messages that contain relevant products and offers
- 16Startups that use segmentation are 2.5 times more likely to get their funding
- 1766% of marketers are working toward securing internal resources to execute personalized email programs
- 186x higher transaction rates are driven by personalized emails
- 19Gender-based segmentation can increase click-through rates by 40%
- 2060% of retail, e-commerce, and consumer goods and services companies are personalizing emails based on past purchases
Interpretation
Stop BCCing your audience: these stats prove that treating subscribers like individuals with personalized subject lines, tailored message bodies, birthday offers and segmentation based on activity or past purchases produces dramatically higher opens, clicks and revenue, yet many brands still underuse personalized recommendations and underinvest in the programs that drive those gains.
ROI & General Effectiveness
- 1For every $1 spent on email marketing $36 is generated in ROI
- 237% of brands are increasing their email marketing budget
- 3The global e-mail marketing market was valued at $7.5 billion in 2020 and is projected to increase to $17.9 billion by 2027
- 459% of B2B marketers utilize email marketing for revenue generation
- 579% of B2B marketers credit email as the most effective distribution channel for demand gen efforts
- 6There are 4 billion daily email users
- 7Email marketing is used by 1 out of 2 media planners
- 818% of companies achieve ROI greater than $70 per $1 invested
- 981% of SMBs still rely on email as their primary customer acquisition channel
- 1080% of business professionals believe that email marketing increases customer retention
- 11Small businesses (1-10 employees) see an average open rate of 35.7%
- 12E-commerce customers who receive multiple emails are more likely to buy during the holidays
- 1364% of small businesses use email marketing to reach customers
- 14Email drives an average order value 3 times higher than social media
- 15Shoppers spend 138% more when marketed to through email
- 1629% of marketers rate email marketing as the most effective marketing channel
- 1750% of people buy from marketing emails at least once a month
- 18B2C marketers who use email marketing see a conversion rate as high as 2.8%
- 1999% of consumers check their email every day
- 20The Education industry has the highest ROI of all industries for email marketing
Interpretation
Email is the leanest and most reliable sales engine you can buy, turning every $1 into about $36 while brands boost budgets, B2B and SMB marketers depend on it for demand and revenue, nearly everyone checks email daily, it drives roughly three times the average order value of social and makes shoppers spend about 138 percent more, half of people buy from marketing emails at least once a month, and the education sector still enjoys the highest ROI.
