Email Marketing Statistics (How Many People Use Email?)
Uncover the most important and key email marketing statistics that will empower you to reach new heights of success.
You’ll learn about the impact of personalization, automation, segmentation and compelling subject lines. By the way, did you know that emails with videos can improve click-throughs by 300%? (More on that below.)
In today’s fast-paced digital landscape, understanding the intricate dynamics of email marketing is crucial for businesses like yours to stay ahead.
We have curated a collection of eye-opening statistics revealing the untapped potential in your email campaigns through detailed research and comprehensive analysis.
Don’t miss out and transform your email marketing campaigns once and for all.
This post covers:
Email Marketing Statistics (Our Top Picks)
- There are approx. 4.3 billion email users worldwide
- Businesses and consumers send over 347 billion emails every day
- The email marketing market is forecast to grow to $3.1 billion by 2030
- Email subject lines with emojis improve open rates by 56%
- Videos in emails can boost click rates by 300%
- Email drives an average ROI of $36 for every $1 spent
- 81% of people across all demographics prefer opening email on their smartphones
- B2B email marketing campaigns have higher click-to-open rates than B2C
- Those who use email automation can see 320% more revenue
- Welcome emails have an average 64% open rate
Don’t forget also to check our digital marketing statistics to gain even more insights into the marketing world.
How Many People Use Email?
1. There are approx. 4.3 billion email users worldwide
The Radicati Group has been tracking emails (+ a lot more) since 1993, thus, delivering lots of valuable insights and statistics.
According to their finding, there are around 4.3 billion email users worldwide in 2023, with a forecast of 4.7 billion by 2026.
| Year | Email users |
| 2017 | 3.7 billion |
| 2018 | 3.8 billion |
| 2019 | 3.9 billion |
| 2020 | 4.0 billion |
| 2021 | 4.1 billion |
| 2022 | 4.2 billion |
| 2023 | 4.3 billion |
| 2024 | 4.4 billion |
| 2025 | 4.5 billion |
| 2026 | 4.7 billion |
Source: The Radicati Group, Statista #1
2. Businesses and consumers send over 347 billion emails every day
Just like the number of email users is expected to grow, so is the daily volume of sent emails predicted to surpass 347 billion next year.
| Year | Number of sent emails per day |
| 2022 | 333 billion |
| 2023 | 347 billion |
| 2024 | 361 billion |
| 2025 | 376 billion |
| 2026 | 392 billion |
Source: The Radicati Group
3. Over 90% of the US digital population uses emails
Even though 92% of the US respondents said they use emails for communication, phone calls are still the most popular (both in private and professional lives), with a share of 95%.
The percentage of email users in the United States has plateaued since 2015, only slightly increasing.
Source: Statista #2
4. Email use in the European Union is declining
In 2017, the % of people who used email as a form of communication was 92%. But even though it grew by 1% in 2018, email experienced a significant drop in 2019 – 75%.
Some of the countries where email is the most popular are Denmark, Iceland, Netherlands, Norway and Sweden, to name a few.
Source: Statista #3
5. Chinese aren’t into email but are very into messaging
Have you ever sent somebody an email in China? Let me guess what the response was: There wasn’t any.
The Chinese people aren’t very prone to using email as a form of communication. What, then, do they use? Messaging apps and WeChat is one of the most popular ones in China.
Source: Goldthread
Email Marketing Market Share
6. The email marketing market is forecast to grow to $3.1 billion by 2030
The email marketing market is expected to grow at an 11.4% CAGR from 2022 to 2030, reaching $3.1 billion by the end of 2030.
In 2021, the market was valued at $1.15 billion, and in 2022 $1.26 billion.
Source: GlobeNewswire, Fortune Business Insights
7. MailChimp has the largest share in the email marketing software market
With nearly one million companies using it, MailChimp absolutely dominates the email marketing software market, at a whopping 66% share.
| Software | Market share |
| MailChimp | 66.14% |
| Klaviyo | 9.29% |
| Constant Contact | 5.83% |
| Mailjet | 4.09% |
| MailerLite | 2.16% |
| Elastic Email | 1.87% |
| Campaign Monitor | 1.79% |
| AWeber | 1.37% |
| AcyMailing | 1.17% |
| CleverReach | 0.70% |
Fun fact: There are over 230 companies that offer email marketing technologies.
Source: Datanyze
8. Salesforce Marketing Cloud has the largest share in the US and Canada
Although the largest email service provider globally, MailChimp is the second most used ESP in the United States and Canada, close behind Salesforce Marketing Cloud.
| Software | Market share |
| Salesforce Marketing Cloud | 25% |
| MailChimp | 22% |
| Hubspot | 10% |
| Salesforce Pardot | 10% |
| Adobe Marketo | 10% |
| Constant Contact | 7% |
| Oracle Eloqua | 6% |
| Acustic | 5% |
| Twilio | 5% |
| Adobe Campaign | 4% |
Source: Statista #4
9. Germany dominates the European email marketing software market
Germany had the largest share in the EU email marketing software market in 2022 and will continue to dominate in 2028. The market is expected to be valued at $149.9 million by 2028.
But generally, Europe’s email marketing software market will grow at a 10.4% CAGR between 2022 and 2028.
Source: KBV Research
10. Apple has the largest email client market share (59%)
Apple’s native email client has the largest share, followed by Gmail, Outlook and Yahoo! Mail.
| Email client | Market share |
| Apple | 58.96% |
| Gmail | 28.04% |
| Outlook | 4.21% |
| Yahoo! Mail | 2.89% |
| Google Android | 1.48% |
| Outlook.com | 0.67% |
| Samsung Mail | 0.17% |
| Web.de | 0.07% |
| Orange.fr | 0.07% |
| Windows Live mail | 0.06% |
Source: Litmus #1
Email Marketing Engagement Statistics
11. 72% of users say they reduce mailing frequency for recipients who aren’t opening emails
Databox reports that over 70% of their respondents said they reduce the mailing frequency based on the recipient’s behavior – if they don’t open their emails or stop clicking the email links.
This is a good practice because it allows you to maintain a better deliverability score.
The other 28% of users say they send the same volume of emails regardless of how their recipients engage with them.
Source: Databox
12. Email subject lines with emojis improve open rates by 56%
Are you not a fan of using emojis in your emails? I bet this stat will make you rethink how you use emojis (or at least test them out because they can yield excellent results).
According to a study by Experian, email subject lines with emoji have 56% better open rates compared to text-only ones.
Important: Use relevant emojis, especially in the professional sector.
Source: Campaign Monitor #1
13. 47% of emails get opened solely based on the subject line
The subject line is the first thing a recipient sees, so if it’s not compelling and engaging enough, they’re likely not opening it. OptinMonster says nearly half of the emails are opened based on the subject line.
Worse, almost 70% of email recipients report emails as spammy based on the subject line. Yikes!
Source: OptinMonster
14. 83% of marketers use email engagement to measure content performance
When evaluating content performance, a whopping 83% of marketers look at email engagement metrics (open rates, click rates, downloads) rather than conversions and social media analytics.
This just shows how popular email is among marketers.
Source: Oberlo
15. Videos in emails can boost click rates by 300%
Video is considered the future of the internet. Everyone wants to watch videos, but not so much read text.
Thus, it’s no surprise that adding videos to email content can make them a lot more engaging and improve click rates. But by 300%?! Yes, it’s possible.
Moreover, interactive email content can increase click-to-open rates by over 70%. Making an email more interactive could mean adding animations, GIFs and sliders, to name a few.
Source: Spiceworks
16. It’s 6 times likelier to get a click-through from an email campaign than a tweet
Email marketing or social media? At least when comparing it with Twitter, email marketing is six times likelier to get you a click-through than a tweet.
Now if you’re not using email yet and only rely on Twitter, you might be leaving a ton of money on the table.
But you may still be interested in our social media statistics (find out how many use social!).
Source: Campaign Monitor #2
Email Marketing Conversion Statistics
17. Call-to-action (CTA) buttons can increase conversion rates by nearly 30%
Are you using text links as call-to-actions to drive email subscribers to your offers? That’s okay, but you should replace them with CTA buttons because Campaign Monitor found they can increase conversion rates by 28%.
Source: Campaign Monitor #2
18. Email drives an average ROI of $36 for every $1 spent
Even though email marketing is one of the oldest ways of promoting products and services, but it’s still one of the most effective.
In fact, Litmus reports that the average ROI of email marketing is an impressive $36 for every $1 spent. This makes email the highest in driving ROI compared to any other channel.
Source: Litmus #2
19. Test your emails for a potential 28% increase in ROI
Optimization is key for any type of marketing campaign, including email. That said, if you will properly split-test your emails (start by testing one element at a time), you can score a near 30% improvement in ROI.
Source: Litmus #2
20. 59% of people report that marketing emails impact their purchasing decisions
Your email marketing campaigns may have a much bigger impact on your subscribers than you think. Well, if you analyze stats, you probably already figured it out yourself.
Anyway, almost 60% of people said that the marketing emails they receive have an impact on their purchasing decisions.
Moreover:
- Half of the respondents make a purchase once monthly
- 34% of them buy stuff several times a month
- 3% of those receiving marketing emails buy one or more times per week
Source: SaleCycle
21. Multiple abandonment cart emails perform nearly 70% better than a single one
Do you think you’re annoying your potential customers by sending them too many abandonment cart reminders?
Actually, you’re not.
Omnisend reports that those merchants that send three abandonment cart messages have the best order rates. In other words, they see 69% more orders than single-email reminders.
Creating a strategic series of abandonment cart emails can work wonders.
We also have an extensive roundup of shopping cart abandonment statistics, revealing heaps more detail.
Source: Omnisend
Mobile Email Marketing Statistics
22. Close to 50% of smartphone users prefer email for receiving business communications
When it comes to business and professional communications, people don’t prefer SMS, Facebook Messenger or other platform. Instead, nearly five in ten like to receive this type of communication via email.
Source: Statista #5
23. Almost 1 in 5 email campaigns aren’t optimized for mobile
Because mobile is huge across all digital specters, it’s an absolute must that your email campaigns are optimized for mobile. Sadly, SuperOffice found that less than one in five email campaigns are fully optimized for mobile.
Make mobile a priority.
Remember, 75% of Americans delete emails that aren’t optimized for mobile.
Source: SuperOffice, Brafton
24. 40% of teenagers will open an email on their mobile device first
The largest percentage of people who open an email on their mobile device first are those aged eighteen and under.
Any other older age group is opening their email on mobile first much less.
Source: Campaign Monitor #3
25. 81% of people across all demographics prefer opening email on their smartphones
While smartphones are the most preferred devices for opening emails, second come desktop computers and laptops at a share of 74%. A tablet is much less common for checking email, as only 21% do.
Fun fact: 2% of people use a smartwatch to check email.
Source: Campaign Monitor #3
26. One out of three clicks from within email is on a mobile device
Even though this stat isn’t new, and the distribution of clicks is likely even higher on mobile today than back then, it’s still important to mention that opening email and clicking on email links is likely to happen on a mobile device.
Source: Campaign Monitor #3
B2B & B2C Email Marketing Statistics
27. 81% of B2B marketers’ top content marketing strategy are email newsletters
Email newsletters rank third most popular on the list of the top ten content marketing strategies, with a share of 81%. The only two other more used strategies are social media and blog posts (or short articles).
Don’t miss our extensive blogging statistics and discover how many blogs are there.
Source: Content Marketing Institute #1
28. Nearly 65% of B2B marketers report a positive effect of email marketing
How effective is your email marketing strategy in achieving/meeting your business goals?
64% of B2B marketers said their email marketing strategy was effective (in 2021).
According to HubSpot Blog Research, marketers report that email announcements about new products and features have the highest click-through rates.
Source: HubSpot
29. Almost 80% of B2B marketers use email marketing to drive sales and site visitors
The two primary reasons why 77% of B2B marketers use email marketing are 1) driving sales and 2) driving site visitors.
In addition to that, around 60% of B2B marketers report that email marketing is the most successful revenue-generating channel.
Source: SuperOffice
30. B2B email marketing campaigns have higher click-to-open rates than B2C
The Email Marketing Benchmarks Report discovered that B2B email marketing campaigns have a 2% higher click-to-open rate than B2C campaigns.
Source: emfluence
31. 59% of consumers purchase once monthly because of marketing emails
Do marketing emails have an impact on your purchasing decisions? Around 60% of consumers report they are buying at least once a month because of receiving promotional emails.
Less than two percent of email subscribers never purchase a product or service because of marketing emails.
| Purchasing actions | Share of respondents |
| Once a week or more | 3.0% |
| Multiple times a month | 23.8% |
| Once a month | 50.7% |
| Once a year | 20.6% |
| Never | 1.9% |
Source: SaleCycle
32. 70% of US consumers prefer to be contacted by brands via email
In a 2022 survey, the largest share (70%) of the US respondents said they want to be contacted by brands via email. Second came text (46%) and third was social media (34%). Remember, consumers’ least preferred way of brand communication is via phone calls.
Source: Statista #6
33. More than 40% of consumers often unsubscribe from band emails
The consumers’ unsubscription behavior depends on various factors, but in general more than four in ten unsubscribe from marketing emails. Furthermore, when it comes to marking email for deletion, 35% of people scan the sender’s email and 34% just the subject line.
Fun fact: Only 7% of people use fake email addresses to sign-up with brands.
Source: Statista #7
Email Automation Statistics
34. Close to 90% of B2C marketers take advantage of automation in their email marketing strategy
One way to take things to the next level is to use automation in your marketing strategies. When it comes to email marketing, 87% of B2C marketers report leveraging the power of automation (which saves them plenty of time, even when it comes to personalization).
Source: HubSpot
35. More than half of marketers use automation in email marketing
In 2021, 44% of marketers used automation in email marketing, but the adoption of automation jumped to 55% in 2022, a good indicator that using software and AI benefits marketers significantly.
Source: Ascend2
36. Those who use email automation can see 320% more revenue
If you were unsure about using automation in your email marketing campaigns, I’m sure this stat will make you rethink it.
According to Campaign Monitor, those marketers and businesses who use automated email can see a 320% raise in revenue compared to the ones that don’t.
What’s more, customers who receive automated abandoned shopping cart emails are 2.4x likelier to finish their purchase.
Note: You’ll also enjoy our shopping cart abandonment statistics to learn how often customers abandon their shopping carts.
Source: Campaign Monitor #4
37. 620% higher conversion responses for automated emails
If you’re sending “batch and blast” emails, you might want to start implementing triggered automated emails. Why? Because they can generate whopping 624% higher conversion responses.
Not just that, but you can also witness a 381% higher click rate and a 180% higher post-click conversion rate.
Source: VentureBeat
38. 50% of SMBs in the US use automated emails for drip campaigns
Half of the small-to-medium-sized businesses utilize automation software to send email marketing drip campaigns.
Why send the emails manually if technology can do the same quality work instead of you?
Source: Statista #8
We also have an in-depth roundup of marketing automation statistics that shows how powerful using software is.
Email Segmentation & Personalization Statistics
39. 78% of marketers use name subscriber segmentation as the most effective email marketing strategy
When you are just starting out and have barely any subscribers, you might do subscriber segmentation manually, but that’s not recommended. It’s better to set everything up right from the get-go so you don’t face inconvenience later on.
That said, nearly 80% of marketers report that subscriber segmentation is one of the most effective email marketing strategies – but let automation software do the work instead of you.
Source: HubSpot
40. Over 70% of marketers’ most effective email marketing strategy is message personalization
Don’t make your subscribers feel like they’re just numbers. Instead, use personalization in your email campaigns to reap better results.
72% of marketers report message personalization as the most effective strategy right after subscriber segmentation mentioned earlier.
Source: HubSpot
41. A 50% increase in open rates for personalized email subject lines
A Yes Lifecycle Marketing report found that the simple strategy of using personalization in email subject lines can increase open rates by 50% compared to non-personalized email subject lines.
Unfortunately, out of seven billion emails analyzed, only 2% of them use personalization. And this, my friends, could be your competitive advantage.
Source: PR Newswire
42. 55% of marketers made email personalization a priority
One of the best ways to make your subscribers feel at home is to use personalization. Apply this strategy to your email marketing campaigns, and you’ll almost certainly see a significant change in the outcome.
As a matter of fact, 55% of marketers are now prioritizing email personalization – because they all know one thing: it works!
Source: Litmus #3
43. Personalized emails impact over 70% of subscribers’ interaction
A lack of personalization might be the main reason why your subscribers don’t interact with your marketing emails.
The Dynamic Yield research identified that 71% of subscribers say their interaction with marketing emails is (heavily) influenced by the level of personalization. We’re talking about you gaining more in return when sending personalized emails compared to sending non-personalized ones.
Source: Dynamic Yield
Other Email Marketing Statistics
44. People spend less time reading brand emails
In 2021, people spent, on average, reading brand emails for ten seconds. In 2018, the time spent reading brand emails went up to 13.4 seconds before it started decreasing.
| Year | Average time reading brand emails |
| 2021 | 10 seconds |
| 2020 | 11.8 seconds |
| 2018 | 13.4 seconds |
| 2011 | 10.4 seconds |
Source: Statista #9
45. 69% of marketers use email marketing for content distribution
Leveraging email marketing for content distribution is the third most common way among marketers, right after the organization’s website and blog.
When distributing content via email newsletters, organizations mainly do it themselves.
However, 35% of marketers also use paid partner email promotions to get their content to wider audiences.
Source: Content Marketing Institute #2
46. Welcome emails have an average 64% open rate (3x the regular email open rate)
Although the open rate of welcome emails dropped by around 4% between 2022 and 2023, it’s still MUCH higher than your average, regular newsletter. Moreover, click-through and click-to-open rates are also way better, at 14% and 22%.
Use compelling welcome emails to start a solid relationship with your subscribers.
Source: GetResponse
47. Almost 50% of US consumers would like to get promotional emails weekly
Are you tired of getting too many promotional emails, or does the brand you like send too few?
In a survey from 2017, 49% of respondents said they would like to receive promotional emails from the brands they are fans of on a weekly basis.
Source: Statista #10
48. 64% of marketers’ key email marketing objective is product awareness and promotion
When asked what the key objectives of email marketing campaigns are, nearly 65% of marketers said product awareness and promotion. The second most popular answer (at 59%) was retention.
Source: Statista #11
49. Newsletters are the most popular type of email marketing campaigns worldwide
88% of global marketers name newsletters as the preferred type of email marketing campaign they execute, followed by promotional emails in second, with a share of 73% of marketers.
Source: Statista #12
50. Mondays, Tuesdays and Wednesdays are best for sending marketing emails
Everyone wants to know when is the best time to send marketing emails. According to Campaign Monitor, Mondays, Tuesdays and Wednesdays have the best open rates at 22%, 21.8% and 21.8%.
The lowest open rates have Fridays, Saturdays and Sundays.
Source: Campaign Monitor #5
51. The US is the country with the most sent emails daily – 9.8 billion
The United States leads in the game of “the country with the most sent emails daily” by approximately 1.5 billion. And then, there are six countries that send the same volume of emails daily, the UK, Belgium, Netherlands, Japan, India and Germany.
| Country | Number of daily emails |
| United States | 9.8 billion |
| United Kingdom | 8.3 billion |
| Belgium | 8.3 billion |
| Netherlands | 8.3 billion |
| Japan | 8.3 billion |
| India | 8.3 billion |
| Germany | 8.3 billion |
| Israel | 8.2 billion |
| Ireland | 8.2 billion |
| Austria | 8.2 billion |
Remember that the research only looked at selected countries around the world, not all.
Source: Statista #13
52. The US is the country with the most spam emails daily – 8 billion
It’s expected that the country with the most sent emails daily will also have the most daily spam, so the winner is: the United States. In second, third and fourth place are Czechia, Netherlands and France.
| Country | Number of daily spam emails |
| United States | 8 billion |
| Czechia | 7.7 billion |
| Netherlands | 7.6 billion |
| France | 7.5 billion |
| Russia | 7.4 billion |
| Germany | 7.1 billion |
| Canada | 7 billion |
| Ukraine | 7 billion |
| China | 7 billion |
| United Kingdom | 6.9 billion |
Source: Statista #14
Conclusion
You now possess the insights to unlock remarkable results with these robust email marketing statistics.
Embrace the power and potential of personalization, segmentation and automation to captivate your audience and enhance the level of your campaigns’ effectiveness.
Let these insights inspire and guide you as you forge ahead on your journey to email marketing excellence.
The data is at your fingertips; it’s now time to take action, apply the new knowledge and enjoy better results.
Go!
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