35+ Email Marketing Statistics You Must Know in 2021

Considered the first marketing email sent, in 1978 Gary Theurk of Digital Equipment Corporation campaign offered a promotion for his company’s computers.

Nov 30, 2020 - By Skirmantas Venckus


Considered the first marketing email sent, in 1978 Gary Theurk of Digital Equipment Corporation campaign offered a promotion for his company’s computers.

This email had approximately 400 recipients and resulted in $13 million worth of sales.

Email marketing has come a long way since then and has become a crucial marketing tool. As many as 87% of marketers use email marketing for content distribution, and 49.5% of marketers reported planning to raise their email marketing budget in 2019. In order to see the upcoming trends, we have compiled a list of 35 interesting email statistics. 

General Email Marketing Statistics

  1. There are 3.9 billion global email users, and the number is set to grow to 4.48 billion users in 2024.
  1. In 2018, 281 billion emails were sent and received every day worldwide. This figure is projected to increase to over 347 billion daily emails in 2023.
  1. Spam messages accounted for 53.95% of email traffic in March 2020. Although the global e-mail spam rate has decreased: the global annual spam email rate in 2018 was 55%, down from 69% in 2012.
  1. As of the second quarter of 2018, only 85% of marketing emails landed in a customer’s inbox and 7% were caught by spam filters. In 2018, the spam placement rate of commercial emails had declined to 9%, down from 14% in 2017.
  1. In 2020, the average bounce rate was 0.7%, with a soft bounce at 0.83% and a hard bounce – 0.63%.
  1. 28% of people have and actively use more than one mailbox.

Email User Behaviours Statistics

  1. 61% of all emails are read for 8 seconds or more. Almost a quarter (23.5%) of all emails get skimmed (an engagement of 2-8 seconds), and 15% of all messages get less than 2 seconds of their readers’ attention.
  1. 38% of users want emails to include product ratings, and 35% would like to see offers based on their past purchases.
  1. 28% of users check their email inbox more than 10 times a day, and 4% – less than daily. Overall, 65% of respondents noted checking their email more than 3 times a day.
  1. 67% of consumers would provide an email address in exchange for free shipping or a 5$ gift card.
  1. 83% of respondents reported their favorite channel to receive promotions was email.
  1. 77% of users report boredom as the main reason for checking emails.
  1. 70% check their email in bed and almost equally as many immediately when waking up.
  1. Of customers who opt-in for brand emails but mostly ignore them without unsubscribing, 37% are waiting for the right offer, and 24% say they plan to buy from the brand again.
  1. The average unsubscribe rate was 0.94% in 2020.

Open Rate Statistics

  1. On average, B2C e-mails have a slightly higher open rate of 25%, and B2B e-mails stand at 22%.
  1. Out of the three types of email, automated emails stand second, behind transactional emails, for unique open rates (41%), click rates (13%), and click-to-open rates (24%).
  1. 47% of email recipients open an email based on the subject line alone, 69% of email recipients report email as spam based solely on the subject line.
  1. Government-related emails show the highest open rates with 28.77%.

Use of Mobile Statistics

  1. Mobile clients accounted for 41.9% of email opens during Q1 2019, followed by webmail opens at 39,9% and desktop opens at 18,2%.
  1. In December 2018, 43 percent of email opens were via mobile. Desktop email clients’ open share had declined to 18%, and webmail accounted for 39% of opens.

Click-Through Rate Statistics

  1. In March and April 2020, click-through rates (CTR) of promotional emails in the food and beverages industry increased from 1.68% to 2.78%. Travel, hospitality, and leisure saw a decrease in its CTR, from 1.44% in March to 1.31% in April.

B2B Marketing Statistics 

  1. The top 2 technologies B2B organizations use to assist with content marketing are analytics tools (86%) and email marketing software (85%).
  1. 81% of B2B marketers use email newsletters.
  1. With 90%, email engagement is a top metric for B2B marketers to track and measure content performance.
  1. 53% of respondents feel frustrated by receiving too many irrelevant ads and emails from B2B companies, 36% feel they can’t get answers to simple questions, and 35% say that services feel impersonal.
  1. 67.7% of respondents used email for communicating with B2B organizations – an increase from 65.1% compared to 2019.

Return On Investment

  1. ROI for email marketing grew to 41:1 in 2020, from 38:1 back in 2019.

Final Thoughts

With great conversion rates for things such as newsletters (2.80%), follow-up emails (4.30%), and abandoned cart emails (7.40% – a significant increase from 5.90% in 2019), it’s no wonder why email marketing is as important as ever before.

Getting your email marketing strategy ready for 2021?

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  1. https://www.statista.com/statistics/255080/number-of-e-mail-users-worldwide/
  2. https://www.statista.com/statistics/420391/spam-email-traffic-share/
  3. https://www.statista.com/statistics/961418/e-mail-marketing-performance-metrics-worldwide-sender-type/
  4. https://www.statista.com/statistics/1168569/promotional-e-mail-coronavirus-ctr-worldwide-category/
  5. https://www.sender.net/email-marketing-metrics-and-kpis/
  6. https://www.litmus.com/resources/state-of-email-engagement/
  7. https://www.litmus.com/blog/tool-tips-the-third-party-email-analytics-tools-marketers-use-most/
  8. https://www.litmus.com/blog/report-the-digital-marketing-trends-every-email-marketer-must-know/
  9. https://www.emailmonday.com/email-addiction-email-marketing-research/
  10. https://optinmonster.com/101-email-subject-lines-your-subscribers-cant-resist/
  11. https://mailchimp.com/resources/email-marketing-benchmarks/
  12. https://contentmarketinginstitute.com/wp-content/uploads/2019/10/2020_B2B_Research_Final.pdf
  13. https://www.drift.com/insider/learn/books-reports/conversational-marketing-trends/

Content contributor
Rugile Zilinske

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