The Ultimate List of Email Marketing Stats for 2022

The Ultimate List of Email Marketing Stats for 2022

Webinars, video campaigns, and social media posts are relatively new channels for marketers to reach their customers. But, your contemporary communication methods shouldn’t distract you from one of the oldest, yet most effective, strategies — email marketing. In fact, email ROI is an impressive $36 for every $1 spent

marketer creates email marketing campaign using data

If you’re still hesitant, keep reading — we’ve cultivated a list of email marketing statistics for HubSpot to demonstrate just how powerful email can be. Here, you’ll find: 

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General Email Marketing Statistics and Best Practices

email marketing stats: graph displaying email marketing revenue through 2027

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  • There are 4 billion daily email users. This number is expected to climb to 4.6 billion by 2025. (Statista, 2021)
  • More than 306 billion emails are sent and received each day. (Statista, 2021)
  • 64% of small businesses use email marketing to reach customers. (Campaign Monitor, 2021)
  • 37% of brands are increasing their email budget, and just 1.3% are making cuts. (Litmus, 2021)
  • The most effective strategies for email marketing campaigns are subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%). (HubSpot Blog Research, 2021)
  • 33% of marketers send weekly emails and 26% send emails multiple times per month. (Databox, 2022)

email marketing stats: graph displaying email send frequencyImage Source

  • 63% of businesses reduce the frequency of emails send to subscribers based on their levels of engagement.  (Databox, 2022)
  • 41.5% of brands say that email marketing is very critical to business success, compared to 78% in 2020. (Litmus, 2021)
  • 77% of marketers have seen an increase in email engagement over the last 12 months. (Not Another State of Marketing, 2021)
  • Globally, Fridays see the highest email open rates (nearly 19%), compared to the lowest open rates (17%) on Saturdays. (Campaign Monitor, 2021)
  • 43% of marketers are changing how they measure email performance because of Apple’s Mail Privacy Protection, and 24% aren’t making any changes for now. (Litmus, 2021)
  • The most significant way that email marketers adapted to recent data privacy changes was by prioritizing different KPIs. (HubSpot Blog Research, 2021)
  • The most effective email subject lines engage curiosity, include promotional offers, and are personalized to each recipient’s interests. (HubSpot Blog Research, 2021)
  • QA, A/B, and spam testing your emails leads to higher ROI. Enjoy up to a 28% higher return when you put testing to work for your email program. (Litmus, 2022)

B2B Email Marketing Statistics

Mobile Marketing Statistics

email marketing statistics: email views by device type

B2C Email Marketing Statistics

Email Marketing Demographics 2021

email marketing stats: how often consumers check emailImage Source

  • 35% of survey respondents in the U.S. have two email addresses and 28% have over four.  (Statista, 2021)
  • Consumers spend an average of 10 seconds reading brand emails. (Statista, 2021)

time spent reading email

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  • 40% of consumers say they have at least 50 unread emails in their inbox. (HubSpot, 2020)
  • Email is the leading way consumers in the U.S. discover coupons from brands.  (Statista, 2021)
  • Recognizing a sender is the most important factor in deciding to open an email, followed by actually having the time to read an email.  (Pathwire, 2021)
  • The average bounce rate across all industries is 9.96%. 
    (Constant Contact, 2022)
  • 59% of Millennials primarily use their smartphone to check email, while 67% of Generation Z scans their inbox on mobile. (Bluecore, 2021)
  • 74% of Baby Boomers think email is the most personal channel to receive communications from brands, followed by 72% of Gen X, 64% of Millennials, and 60% of Gen Z. (Bluecore, 2021)
  • The most significant steps marketers take to champion accessibility when creating their emails is writing short, descriptive subject lines, making links and buttons easy to see, and keeping paragraphs short and simple. (Pathwire, 2021)

Apply Your Email Knowledge

Many of the data points will help you make the case for investing more time and money into your email marketing strategy. While you can refer back to this post at any time, you can also start applying them to your next campaign.

Editor’s Note: This blog post was originally published in March 2019, but was updated for comprehensiveness and freshness.

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