50 Interesting Email Statistics of 2021

Email Marketing Statistics 2024: Effectiveness & Industry Success Rates

Published on: November 10, 2023
Last Updated: November 10, 2023

Email Marketing Statistics 2024: Effectiveness & Industry Success Rates

Published on: November 10, 2023
Last Updated: November 10, 2023

With billions of people owning and using smartphones, email has become a lucrative marketing tool.

Many started using Facebook (2.85 billion), WhatsApp (2 billion), Instagram (1.3 billion), and so on, which are more fun and easy to communicate with than regular email.

Despite this, all the business strategies point to one organic marketing technique: email marketing. 

Studies show that Baby Boomers (born between 1946-1964) spend most of their money buying things online. This generation prefers long-content emails.

Another factor is that email is considered more professional for business than social media.

Even though social media like Facebook has a lot of users, business websites get the most clicks (300-400) from email marketing.

So what are the key stats that make email marketing so unique? Is it better than other marketing platforms?

Let’s find out the top email marketing statistics in 2024.

Resource Contents show

Key Email Marketing Statistics 2024

  • Segmented email campaigns increased the revenue by 760%.
  • 1 in 5 emails in 2019 were spam.
  • 87% B2B considers email the best organic marketing technique.
  • 46% of emails are checked using mobile phones.
  • 59% of Millennials use mobile phones to check emails.
  • There are approximately 1.8 billion active Gmail accounts.
  • 85% of the email marketing goal is lead generation.
  • 82% of marketing emails have no more than 60 characters in the subject line.
  • 109 billion spam emails are sent in a day.
  • Email marketing is six times more effective than Twitter.

Detailed Email Marketing Statistics 2024

1. 4.14 Billion Email Users in 2021

Previously, in 2020 the approximate count was 4.03 billion.

The world’s top social media channel Facebook has 2.80 billion active users only.

Statistics have shown that email has almost three times the subscribers compared to Facebook and Twitter, which means that email remains one of the most prominent marketing tools after all these years!

Experts are predicting a 3% annual growth for emails in the coming years.

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2. 306.4 Billion Emails in 2020

People sent and received 306.4 billion emails in 2020.

90% of US adults use email.

85% of people from the 25-35 age group opened their emails on mobile.

3. 56% Increase in Open Rates 

Most emails are not opened by people thinking that it’s another spam mail. But according to Experian, people tend to open emails that contain a good subject line.

Subject lines should express the entire content of the email. 

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4. 200 Emails in The Inbox

Statistics have shown that 80% of users will have between 72 and 21000 emails in their inboxes. And only 20% of people have more than 21,000 emails in their inboxes.

Some people like to sort essential emails from junk emails and delete their spam emails. At the same time, some don’t care about organizing their emails. 

5. 24% Email Average Open Rate in 2015-2018

The open email rates are calculated based on the email count received by the recipient. If you send 100 emails and the recipient gets only 80 emails, then the 20 emails are not considered in the calculation.

If the recipient opened 25 emails from the 80 emails received, the open rate is 31.25%. 21% was the average email available rate in 2020. 

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6. 58% of People Check Email First, and Then Social Media

People check their emails as a priority in the morning after waking up.

Although social media like Facebook, WhatsApp, and Instagram have many subscribers, email is still considered one of the most trusted digital message platforms.

7. 4200% Return on Investment Rate

Every $1 spent on email generates revenue of between $40-$42. A survey conducted by eMarketer shows that 25% of the overall revenue was generated from email marketing.

Organic email marketing techniques require a meager marketing budget compared to other methods.

Regular interaction with customers can create better traffic to the brand website. The click-to-open rate becomes high if the email content is prepared based on the target audience. 

8. 64% of Small Businesses Use Email for Sales and Marketing.

Email inboxes are direct connection lines from a business to the customer. If the business enterprise doesn’t have a big budget for advertising and marketing, they can rely on email marketing.

Email communication can increase the loyalty and trust of the customer. Weekly newsletters are an excellent option to achieve customer trust.

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9. 18.9% of Emails Are Opened on Fridays

Campaign Monitor did an email study.

According to that study, Friday is the best day for email marketers since more people prefer to open emails on Friday than on the rest of the weekdays.

Tuesday and Thursday have the highest click-to-open rates, which is 14%. And Saturday has the lowest email open rate, which is 17%.

10. 6 Hours a Day on Email

People aged 25-40 check their emails more often. It may be part of their office jobs or business. 69% of people check their emails while watching TV, and 79% check their emails even on vacation.

According to Forbes, an average person checks their email 15 times a day.

11. 89% of People Use Email as The Primary Marketing Platform.

Businesses cannot confidently guarantee that their social media reach generates the expected target audience and revenue.

After Facebook and such social media platforms changed their algorithms to decline the organic reach of business, it wasn’t easy to maintain the same level of engagement. At this point, business enterprises started depending upon email marketing. 

12. Personalized Subject Lines Can Accomplish 26% of The Email Success Rate.

No matter how informative, the marketing emails will not be considered by most customers. They ignore the email notification, thinking it’s just another spam mail.

It is where the email subject line becomes essential.

Emails with subjects such as “!!!”, “ATTENTION,” “100% OFFER”, “ABSOLUTELY FREE,” etc., are often deleted even before opening. Email subject lines should be short and meaningful according to email marketing statistics.

13. 244 Million Email Users in The Us

90% of the email subscribers fall in 15-24 and 45-64. 85% of US citizens are regular email users. 93.6% of users are from the 25-44 age group.

6% of American email users have four or more email accounts. People in the US check email more than ten times a day.

14. 42.3% of People Delete the Email

Since most emails are opened using a mobile phone, it is essential to follow a mobile-friendly design. Based on statistics, one out of every five business emails is not optimized for mobile phones.

If the design and layouts are not compatible with mobile phones, people will delete the email before reading the content.

Well-optimized mobile content can engage more customers to increase the traffic to the business. 16% of the emails sent are not delivered to the customer inbox due to delivery issues.

15. 760% Revenue Growth by Email Segmentation

The best of email marketing is its ability to organize customers based on specific parameters such as age, sex, location, purchase history, site page checked, engagement activity, and so forth.

16. 42% of Emails Are Opened Using a Mobile Phone

Statistics show that 18% of emails are checked from desktops or laptops, while 39% of emails are from web applications such as Gmail, Outlook, etc.

17. 109 Billion Spam Emails Are Sent in A Day

In 2020 alone, Russia produced 24% of the total spam mails in the world. Germany follows Russia with 11.01% spam email rates.

At the same time, Poland produced only 1.8% spam emails. Japan and Spain produce 2% spam emails as per the 2021 statistics.

18. 5% Conversion Rate Through Order-Follow-Up Emails

Studies show that order follow-up emails have 46% open rates and 5% conversion rates. Whenever a customer purchases something, the business sends them a confirmation email.

It shows that once a customer bought something from a business and if they find the product/service satisfactory, then the chance is more that they will regularly approach the business for more deals. 

19. 77.6% Email Marketing

Email marketing is always the first marketing technique followed by business industries in Asia Pacific regions, Europe, and North America.

Social media promotions are 61% in these areas. 1.9% is the Social media conversion rate, while email has 6.05%.

According to email marketing stats, about 60% of people subscribe to emails to get additional benefits while buying some products. But the same cannot be applied to social media brand page followers.

20. 300% Increase in Open Email Rate if Videos Are Used

Short videos that are easily loadable can influence customers.

Such video content can convey the messages from the business loud and clear to the customer.

 21. 100 Million Spam Are Blocked Every Day

According to data, Gmail blocks 100 million spam emails daily.

Spam mails negatively affect email marketing as 50% of the emails are unchecked since the customer thinks it is spam.

Gmail ensures its customers that almost 99% of spam emails are filtered or blocked from reaching the customer inbox.

22. 22% Click to Open Ration for B2 B Marketing 

Studies show that 79% of B2B business uses emails as a more successful tool than B2C businesses.

59% B2B claims that email is their most-used revenue-generating marketing tool. 77% B2B uses newsletters regularly to keep in touch and ensure trust.

23. 138% More Money Spend by B2 C Customers

People who purchase products from marketing emails have spent 138% more than regular customers.

59% of people have agreed that marketing emails influence their shopping. The customer retention rate using emails is 80%.

24. 1946-1964 Born People Prefer Email to Interact with Business Brands

Statistics show that 40% of the American population are born between 1946-1964 or known as baby boomers, and 95% depend upon emails.

Research shows that they spend more money on online shopping than other generations.

The most exciting part is that Baby boomers like to read long content emails compared to short and fast new generation trends.

This opens up a door of opportunities for B2C email marketing.

25. 55% of People Think that Emails Are Delaying Their Primary Office Works. 

On average, an office worker sends 40 emails and receives 121 emails in a day.

Especially after the Covid-19 pandemic and work from home started, this count has increased.

Office workers have to spend approximately 15 hours checking and responding to emails weekly.

26. 1.8 Billion Gmail Users

Gmail is the most used email app worldwide

In 2015 Gmail had 900 million users, and this count rose to 1 billion in 2016, now Gmail has 1.8 billion users!

Statistics showed that Gmail has 130.9 million users in the US.

It has a 53% market share in the US. Gmail machine learning algorithms shield over 10M spam attacks in a minute, and cyber criminals regularly try to hack Gmail accounts.

About 90% of the startups in the US depend upon Gmail as their primary email service.

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27. 90% of Brands Are Upgrading Email Marketing to Personalization

Email marketing is very effective. But sometimes, people find it irritating to receive marketing emails.

Emails containing irrelevant contents are marked as spam or sometimes reported. 74% of customers get frustrated due to the unwanted emails that fill up their inbox space.

Statistics show that 48% of people open and read the emails that have valid content related to their present situation.

28. 320% More Revenue from Email Automation

Almost 55% of companies are already using automated email marketing strategies.

The best way to implement email marketing is by combining automation with list segmentation and personalization.

E-commerce sites that send emails to notify their customers regarding abandoned shopping carts have a 2.4 times success rate to push customers to complete the transaction. 

Email marketing statistics

29. 85% of The Lead Generation Is from Email Marketing.

The primary purpose of email marketing is lead generation.

Marketing emails identify the customer’s requirements and converts the leads to other sales departments.

Email marketing statistics show that 84% of emails are used for sales purposes and 74% for client retention.

30. 67% Prefer HTML Rich Contents in Emails

People prefer visually appealing emails that are attractive.

The latest email platform updates support plenty of multimedia options such as GIFs, animated photos, videos, and so forth.

A well-structured email that contains meaningful multimedia content can attract customers. Although, studies show that regular plain text emails have more conversion rates.

31. Six Times More Effective than Twitter.

Emails have better conversion rates than Twitter.

Email has more options to provide detailed information regarding a business that can convince the customer than Twitter.

32. Multiple Email Accounts for The Sample Person

Due to various reasons, people keep multiple email accounts.

The general trend is to maintain personal and business email accounts. But people create new email accounts to stay anonymous on specific online platforms like social media, too.

Some websites and applications will ask for customer email ID as a mandatory requirement for signing up.

If such websites are not trustworthy, people use fake email accounts to prevent their advertisements from reaching their inboxes.

33. 11.3% Is the Average Click-Through Rate of Email Globally.

Statistics show that the global open rate of email is 19.8%, while the bounce rate is 9.4%.

Proper segmenting of the emails and careful selection of subject lines can help increase the click-through rates.

34. 80% of Brands Believe Email Marketing Increases Customer Retention.

Email marketing stats show that emails can sell a brand’s product/service to an existing customer 60% more effectively than a new one. Customer retention is as necessary as gaining new customers.

Once the customer trusts the brand, they come back for business more often, even without marketing tactics.

The success rate to sell something to a new customer is 20% or less.

If the brand treats its existing customers well, those customers will attract more customers to the business after a while. And such conversion comes with no marketing investments.

35. 58% of People Check Email as Their First Thing of The Day.

95% of people are regular visitors of their email inbox daily. 

36. “Donate” Reduces the Open Rate by 50%

The subject line of emails is tricky. Sometimes it can boost the open email rates, while sometimes, it can negatively impact the brand.

For example, studies show that if the email subject line has a word like “Donate,” people won’t even think twice about opening the email.

So a brand should perform good market research to find out the right keywords for the subject line.

37. An Email Has 28.5% ROI Compared to A 7% ROI from Direct Mail.

87% of brands have decided to invest more in email marketing.

The ROI(revenue on Investment) from email is 175% more than social media.

Automated emails have 180% or more conversion rates than direct emails.

38. 1 in 3 Emails Is Opened from Mobile Phones.

More than 80% of the world’s population is using smartphones. Email is one of the basic operations provided in smartphones.

One of the best things about the mobile phone is its portability. Smartphones ensure that they don’t miss any latest email updates.

People can check emails even when they are jogging, watching tv, at dinner time, at a conference, traveling, etc. 

39. 38% of People Want to Receive Regular Promotional Offers from Brands.

The primary reason for people to agree to receive emails from the brands is to get offers. They will always expect a new offer from the business to make the best out of it.

61% of people expect at least one offer in a week. Brands always come up with creative offers like “Big Sunday offer” or “Great Weekend Offer” to satisfy their customers.

40. 124 Billion Business Emails Are G.

Emails are the most effective and productive way to connect with the customer. It is the cheapest marketing technique with a broad potential to generate vast leads.

Email marketing is the best way to create a relationship with the customer.

Regular interaction with customers will make them trust the brand. Email marketing is the reason for 25% of last year’s sales.

41. 60% Success Rate for Promotional Emails

The customers who are already subscribed to a brand’s emails are willing to buy more products from them.

If the business provides them great promotional offers for products in demand, then 60% chances are the customer goes for it.

It has to be compared with the mere 12.5% conversion rate from social media platforms.

42. No Emails on Monday, Weekends, and Midnights.

Even though mobile phones make it easy for customers to check emails, certain peak times are defined based on proven studies. It is always better to deliver emails in the daytime compared to during the night.

Most people will check their emails in the morning soon after waking up. So the email should be sent in the morning.

Since Monday is the beginning of the work week, it is better to avoid promotional emails as they will be left unnoticed in a rush.

Similarly, during weekends, people will be exhausted and not as likely to check their emails.

Emails delivered during Tuesdays in the early morning and night before bed have a higher open rate than other times.

43. 47% of The Emails Are Spam

Almost 69% of people can identify spam messages from the subject line before opening them, as found in email marketing statistics.

In this way, most spam messages are left unread. China is the number one source of spam messages which we and Russia follow.

The Health field is the most spam targeted segment.

Only one email gets a response in every 12 million spam emails sent.

39% of the spam emails are related to health and fitness, followed by adult content topics.

Companies can use emails as an organic marketing source.

91% of market content is distributed using social media and 89% through company websites.

Regular emails every week can guide customers to the brand website.

45. $9- $1000 Spent for Email Marketing.

Companies that can run their campaigns spend $9-$1000 per month on email marketing.

If an external agency does the advertising, this budget can be anywhere between $300-500.

Statistics reflect that 82% of brands are ready to spend 10%-20% of their market budget on email advertising.

In 2019, the US invested $350 million in email advertising.

46. $47 Billion Value in 2020

The global value for the email industry was $47 in 2020. And it is expected to overtake $73 billion by 2023.

47. 38.9% Email Is from I Phone

Apple iPhone has a 90% lead in mobile email opens, Facebook followed by Google android with 3.5%.

With 27.2%, Gmail has the second largest market share value, according to email marketing statistics.

Apple mail, Yahoo, and Outlook are the rest of the top email contenders.

The most used webmail is Gmail with 75%, and Yahoo Mail comes second with 14%.

Apple mail comes first in the desktop email section with 58.9%, followed by Outlook with 40%.

48. 3.9 Times Chance to Share the Content in Social Media 

Customers usually share promotional email content through their social media accounts.

By this, the brands get more reach indirectly without investing in social media promotion. 31% of brands believe that newsletters are the most effective tool in email marketing. 

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49. 43% of Customers Unsubscribe Due to Irrelevant Contents

While creating an email marketing strategy, brands must ensure that the content relates to the customer’s requirements—59% of customers opt out, complaining that the brand delivers too many emails.

And 43% of customers block the unknown marketing emails they don’t recognize.

50. 56% Open Rate Success for Emojis in Subject Line

Millennials are at the forefront of the emoji trend.

The subject line should be meaningful, and, if there is an emoji, there are more chances for the email to be opened.

However, the over usage of emojis is not at all appreciated by customers.

People may mistakenly report valid emails as spam seeing weird emojis on the subject line!


Which Email Segment Has the Most Reach?

Personal emails from experts, artists, technicians, etc., have the most reach, with a 34.4% open rate.

Education-related promotions and information emails have a 34% open rate, followed by travel and tourism (32%).

Do People Open Emails from Unknown Sources?

Most emails from unknown sources are either deleted without opening or moved to spam.

According to statistics for 2024, 45% of email users never check emails from unknown sources, whereas 22% of users open the emails from a trusted source in the first hour.

The most open email type is Welcome emails. 8 out of 10 people check the welcome emails.

Is GIF’s Addition a Good Technique?

Multimedia usage along with emails is an excellent technique to grab the customer’s attention.

Some B2C use pictures and short videos to market their products and services to customers.

But one of the significant downsides of this process is the network speed.

If the customer checks the email from a weak network area, the multimedia post won’t open, leaving a wrong impression.

So it is always better to use light multimedia contents that don’t require extensive data to get opened.

How to Achieve Quick Attention to The Email

The best way to get quick attention is by using a creative subject line.

The subject line should be short, creative, and related to the email content. The subject line can also use suitable emojis.

The variety of emojis will grab the attention by standing out of a group of texts.

But too much use of emojis can make the customer disturbed. And the email client can move the email to spam.

How Much Money Should Be Invested in Email Marketing?

The budget strategy depends upon the product and the market.

Generally, 20% of the market budget is used for email marketing. Few experts prefer 16% of the total budget is enough for email marketing.

Final Thoughts

As you can see from these statistics, there are many reasons to start an email marketing strategy for your next brand campaign.

However, you approach this, make sure that you incorporate email into your next marketing strategy, so that you can be seen by more people, and sell more of your product.

Take these email marketing statistics from 2024 with you, and you’ll be able to connect to more people with your brand.


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Written by Jason Wise

Hello! I’m the editor at EarthWeb, with a particular interest in business and technology topics, including social media, privacy, and cryptocurrency. As an experienced editor and researcher, I have a passion for exploring the latest trends and innovations in these fields and sharing my insights with our readers. I also enjoy testing and reviewing products, and you’ll often find my reviews and recommendations on EarthWeb. With a focus on providing informative and engaging content, I am committed to ensuring that EarthWeb remains a leading source of news and analysis in the tech industry.