The Ultimate List of Email Marketing Stats for 2023

Email marketing has stood the test of time as one of the most reliable and effective ways to reach customers. While new channels like social media and SMS continue to emerge, email remains the backbone of most multi-channel marketing strategies. And based on the latest email marketing statistics, that‘s not likely to change anytime soon.

To illustrate just how powerful email continues to be as a marketing channel, we‘ve compiled over 50 must-know email marketing statistics covering everything from usage and engagement to personalization, automation, mobile optimization, and more.

Whether you‘re building a business case for investing more in email or looking for insights to fine-tune your strategy, these email marketing stats will give you the ammunition you need to succeed in 2023 and beyond.

Email Usage & Market Share

First, let‘s look at some key statistics demonstrating email‘s massive scale and market penetration:

  • There are 4.3 billion email users worldwide as of 2023 (Statista)
  • Over 360 billion emails are sent each day (Statista)
  • The number of global email users is expected to grow to 4.6 billion by 2025 (Statista)
  • 99% of email users check their inbox every day, with some checking up to 20 times a day (OptinMonster)
  • 43% of consumers say they prefer email for brand communications (Litmus)
  • 40% of marketers say email marketing is one of their organization‘s top ROI-generating tactics (HubSpot)

Chart showing growth of email users from 2020 to 2025

Image Source: Statista

Clearly, email‘s user base is massive and still expanding. While social media and messaging apps get a lot of hype, email has nearly 3x as many user accounts as Facebook and Twitter combined. What‘s more, those users are highly engaged, with virtually all of them checking their inboxes daily. For marketers, this represents an unparalleled opportunity to consistently reach a huge audience.

Email Marketing Effectiveness

So email has reach, but does it actually drive results? These email marketing ROI statistics paint a compelling picture:

  • For every $1 spent on email marketing, the average return is $35 (Litmus)
  • 59% of marketers say email is their biggest source of ROI (Emma)
  • 80% of marketers report email as the most important channel for customer retention (Litmus)
  • Email marketing revenue is projected to reach $11 billion by the end of 2023 (Statista)
  • 60% of consumers say they have made a purchase as the result of a marketing email (Constant Contact)
  • Segmented email campaigns generate 58% of company revenue on average (DMA)

Bar chart of average email marketing ROI over time

Image Source: Litmus

The verdict is clear: email delivers outstanding ROI, outperforming just about every other digital marketing channel. That‘s likely why well over half of marketers name email as their top revenue driver. By investing in growing your email list and optimizing your campaigns, you can generate significant sales and revenue for your business at a highly efficient cost.

Email Personalization

One reason email continues to perform so well is that it enables deep personalization. By leveraging subscriber data, you can create highly tailored email experiences that are more relevant and compelling to each individual recipient.

Check out these email personalization stats:

  • Emails with personalized subject lines generate 50% higher open rates (Yes Lifecycle Marketing)
  • Personalized emails deliver 6x higher transaction rates (Experian)
  • Birthday emails generate 342% higher revenue per email than promotional emails (Experian)
  • 74% of marketers say targeted personalization increases customer engagement (eConsultancy)
  • 50% of companies feel they can increase interaction within email by increasing personalization (Experian)

The impact of personalization is huge. Something as simple as including a recipient‘s name in the subject line can boost open rates by 50%. But there are so many other data points you can use to create personalized email experiences—location, past purchases, browsing behavior, and more. The more targeted and relevant you can make your emails, the better they‘ll perform.

Email Automation & Segmentation

Another way to take your email marketing to the next level is through automation and segmentation. Automated email campaigns are preset to send based on specific triggers or subscriber actions, enabling more timely and relevant messaging. Segmentation involves separating your email list into groups based on common characteristics so you can better tailor your emails to each group‘s needs and interests.

Here‘s what the data says about the impact of email automation and segmentation:

  • Automated email campaigns have a 70.5% higher open rate and 152% higher click-through rate than generic email newsletters (Epsilon)
  • Segmented email campaigns generate 58% of company revenue on average (DMA)
  • Automated email messages average 70.5% higher open rates and 152% higher click-through rates than other marketing messages (Epsilon)
  • Marketers have noted a 760% increase in revenue from segmented campaigns (Campaign Monitor)

Chart showing impact of segmentation on email metrics

Image Source: Campaign Monitor

These email marketing stats make it clear that a "one size fits all" approach doesn‘t cut it anymore. Automated and segmented campaigns dramatically outperform generic email blasts on just about every metric. If you want to maximize email engagement, you need to create different paths for different subscribers based on where they are in the customer journey.

Mobile Email Trends

Mobile devices have completely transformed how we consume email. Long gone are the days when people only checked their inboxes from a desktop computer. Now, over half of all email opens happen on mobile.

Here are some key mobile email statistics every marketer should be aware of:

  • Over 50% of total email opens occur on mobile phones (eMailmonday)
  • 35% of business professionals check email on a mobile device (Convince & Convert)
  • On mobile, most consumers will wait 3 seconds before deleting an email (Movable Ink)
  • Apple iPhone is the most popular mobile client for reading emails with 35% of all opens (Litmus)
  • Mobile users check their email 3x more frequently than desktop users (Campaign Monitor)

Pie chart of email opens by environment

Image Source: Litmus

With mobile accounting for the majority of email opens, optimizing for mobile screens is non-negotiable. Every email you send should use responsive design to ensure proper formatting on any device. Your copy should also be concise and punchy to hook mobile readers quickly. Most importantly, include a prominent call-to-action that‘s easy to tap with a thumb.

Email Engagement Benchmarks

When it comes to measuring the success of your email campaigns, there are several high-level engagement metrics to focus on. Understanding these benchmarks can help you evaluate your performance and set realistic goals for improvement:

  • The average email open rate is 16.97% across all industries (Campaign Monitor)
  • The average email click-through rate is 10.29% (Campaign Monitor)
  • The average email bounce rate is 0.7% (Campaign Monitor)
  • The average unsubscribe rate is 0.2% (GetResponse)
  • Transactional emails have 8x more opens and clicks than any other type of email (Experian)
  • Adding videos to your email can increase click rates by 300% (Martech Advisor)
  • 72% of consumers prefer HTML-based emails (Litmus)

Bar chart showing average email marketing metrics across industries

Image Source: Campaign Monitor

While it‘s helpful to be aware of these overall email benchmarks, keep in mind that they can vary significantly by industry. To truly gauge your email performance, look at metrics for your specific vertical. You should also benchmark your campaigns against your own historical data to track your progress over time. As long as you‘re moving in a positive direction, you‘re on the right track.

Maximizing Email Performance

Now that you have a broad view of the email marketing landscape, let‘s zoom in on some specific tactics you can use to improve your email campaigns in 2023:

  1. Craft irresistible subject lines. Nearly half of consumers decide whether to open an email based on the subject line alone. Aim for 6-10 words that spark curiosity and clearly communicate the value inside.

  2. Personalize with dynamic content. Use subscriber data to swap out blocks of content in your emails for different segments. For example, show different product recommendations based on someone‘s past purchases or browsing history.

  3. Create mobile-first designs. Over half of emails are opened on mobile devices. Use a single-column template, large text, and touch-friendly buttons to provide a great experience for these readers.

  4. Include interactive elements. Adding elements like animated GIFs, image carousels, and embedded videos can make your emails more engaging and drive higher click-through rates.

  5. Test different sending times. While studies show certain days and times tend to get higher engagement, the perfect sending window varies by audience. Run A/B tests to find out when your subscribers are most likely to open and click.

  6. Keep your list clean. Regularly remove inactive subscribers and bounced emails from your list. This will help you maintain strong deliverability and ensure your engagement metrics aren‘t skewed by dead weight.

  7. Automate your campaigns. Triggered email series sent automatically based on subscriber actions will always be more relevant and timely than generic email blasts. Set up welcome campaigns, post-purchase flows, and winback sequences to cover key moments in the customer journey.

Email Marketing Predictions for the Future

Email is far from a static channel. It continues to evolve as new technologies and consumer preferences come into play. Here are some of the email marketing trends to watch in the coming years:

  • Interactive email will become more mainstream. Expect to see more embedded video, conversational interfaces, and other dynamic elements that users can engage with inside the inbox.

  • AI will transform email personalization. Machine learning algorithms will help marketers hyper-personalize email content and product recommendations based on behavioral data.

  • More emails will be automated. Brands will expand their use of triggered campaigns across the entire customer lifecycle—for welcoming, onboarding, cross-selling, soliciting reviews, and winning back lapsed customers.

  • Omni-channel connections will deepen. The lines between email and other channels like mobile, web, social, and in-store will continue to blur, creating more seamless subscriber experiences.

  • Privacy measures will change email tracking. As Apple and others clamp down on email tracking, open rates will become less reliable. Marketers will shift toward other success metrics like click-through rates and conversions.

Ultimately, the fundamentals of great email marketing will stay the same. Brands that focus on providing value to subscribers with relevant, targeted content will continue to thrive.

The key is to let the data be your guide. Use email marketing statistics like these to stay in tune with the latest trends and inform your strategy. As long as you keep testing and iterating based on your own results, you‘ll be able to adapt to any curve balls and keep your email program growing.

Key Takeaways

As these email marketing stats show, email is a thriving, evolving channel that holds massive potential for engaging customers and driving revenue. While there are many facets to a successful email program, here are the key things to focus on:

  • Invest in growing your email list. Email usage is still on the rise, so building an engaged subscriber base should be an ongoing priority.

  • Segment your audience and personalize your messaging. Targeted emails generate dramatically higher open rates, click-through rates, and revenue compared to generic emails.

  • Optimize your emails for mobile. With most emails now opened on mobile devices, mobile-friendly design is a must.

  • Automate campaigns across the entire lifecycle. Triggered emails sent automatically based on subscriber actions perform significantly better than one-off blasts.

  • Continuously A/B test your campaigns. Regularly experiment with different subject lines, designs, copy, offers, and sending times to keep improving your results.

By putting these data-backed best practices to work, you‘ll be well on your way to email marketing success in 2023 and beyond. Remember, every audience is different, so use these email marketing benchmarks as a starting point and inspiration to test new ideas. Your subscribers will tell you what works best.