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Email trends like interactivity, gamification, use of dynamic data, typography, hyper-personalization, smart segmentation, etc. are some of the most prominent ones to look forward to.

Before you sprint towards formulating your marketing strategy, have a look at a list of email marketing stats and facts handpicked and compiled to set your email marketing campaigns in the right direction.

  • In 2017, global  users amounted to 3.7 billion users. This figure is set to grow to 4.1 billion users in 2021. (Statista)
  • In 2017, the total number of business and consumer emails sent and received per day reached 269 billion and is expected to continue to grow at an average annual rate of 4.4% over the next four years, reaching 319.6 billion by the end of 2021. (Radicati Group)
  • Email marketing spending in the United States would grow from 2.07 billion U.S. dollars in 2014 to 3.07 billion U.S. dollars in 2019. (Statista)
  • Email has a median ROI of 122% – over 4x higher than other marketing formats including social media, direct mail, and paid search. (DMA and Demand Metric)
  • 86% of professionals prefer to use email when communicating for business purposes. (HubSpot)
  • 89% marketers said that email was their primary channel for lead generation. (Mailigen)
  • According to The State of B2B Email Marketing report, 77% of B2B marketers claim they’re using email marketing to drive visits and sales to their websites. (SuperOffice)
  • The most important goal of 54% (majority) of email marketing influencers is to increase the engagement rate of email marketing. (Ascend2)
  • 78% of consumers unsubscribe from emails because brands were sending too many emails. (HubSpot)
  • Tuesday is the best day of the week to send emails. If you send two emails a week, send the second email on Thursday. (Coshedule Research)
  • The best times to send an email are 10 a.m. and from 8 p.m. to midnight. (Coshedule Research)
  • More than 21% of all messages are opened within the first hour of sending. (GetResponse)
  • By the end of 2018, worldwide mobile email users are expected to total over 2.2 billion. (Radicati)
  • 64% of subscribers open an email based on who it’s from, compared to 47% of subscribers who open emails based on the topic (the subject line). (The State of B2B Email Marketing report- SuperOffice)
  • Emails not optimized for mobile devices get deleted by a majority (80.3%) of users. 3 out of 10 users unsubscribe from the list if the emails are not mobile optimized. (Bluehornet)
  • Mobile email will account for 20 to 75% of email opens, depending on your target audience, product, and email type. (eMailmonday)
  • Out of 1.52 billion email opens, the email clients that witnessed the most opens in 2017 are Apple iPhone, followed by Gmail and Apple iPad. (Litmus Email Client Market Share)
  • By using a specific personal name , rather than a general email address or a company’s name, you can increase open rates and click-through rates by as much as 35%. (SuperOffice)
  • Marketers have witnessed an increase of 760% in email revenue from segmented campaigns. (Campaign Monitor)
  • Segmented email campaigns get 14.31% more opens and 100.95% more clicks than non-segmented campaigns. (MailChimp)
  • Transactional or triggered emails have 8x more opens and substantially greater revenue than regular bulk emails. (Experian)
  • Triggered email campaigns have an open rate of 45.70%, a click-through rate of 10.75% and click-to-open rate of 23.52%. The unsubscribe rate and spam rate are as low as 0.58% and 0.06% respectively. (GetResponse)
  • The most effective triggered email types for e-commerce brands are cart-abandonment emails and welcome emails . (MarketingProfs)
  • Welcome emails have on average 4 times the open rate and 5 times the click-through rate of a standard email marketing campaign. (InboxArmy)
  • Emails that include some sort of graphics have a higher open rate (26.89%) and higher click-through rate (4.36%) than that of text-based emails. (GetResponse)
  • Despite 60% of consumers claiming they prefer image-based emails, research shows that emails that contain too many images or too many calls-to actions don’t perform as well as emails that are plain text or include fewer CTAs. (The State of B2B Email Marketing report- SuperOffice)
  • In 2017, the average results for email campaigns across industries were:
    1. Open rate: 24.79%
    2. Average click-through rate: 4.19%
    3. Click-to-open rate: 11.88%
      (SmartInsights)
  • 72% of customers open an email due to the discount it offers and 62% customers open due to the personalized subject line. (Campaign Monitor)
  • 51% of marketers consider email list segmentation to be the most effective personalization tactic for effective email marketing. (Ascend2)
  • Email list segmentation and personalized emailing were the most effective email strategies of 2017. (DMA)
  • Personalization in the email body has an open rate of 29.95% and a click-through rate of 5.03% as compared to non-personalized emails. (GetResponse)
  • Personalized subject lines lift open rates by 29.3%. (MarketingSherpa)
  • Subject lines containing emojis have a higher read rate than comparable text-only subject lines. (Business Wire)
  • 47% of email recipients open email based on the subject line (Invesp)
  • 68% of email recipients report email as spambased solely on the subject line. (Invesp)
  • Subject lines including words like “urgent”, “important”, “alert”, etc. are proven to increase open rates. (MailChimp)
  • Holidays is the time when email marketers tend to experiment with their subject lines. here are 75 top Holiday Email Subject Lines.
  • Email landing pages that reflect different business objectives have an average conversion rate of around 7.13% across industries. (GetResponse)