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20 statistics that prove email marketing is (Still) Not Dead

Email Marketing Statistics

Reports of email’s death are greatly exaggerated. Marketers seem to be constantly changing their minds about email marketing and the returns it brings, yet all the email marketing statistics clearly claim that email marketing simply works and has a positive impact for business.

Email is not Dead

So what is the current state of email marketing? Every month a new email-killing machine comes along, yet we’re receiving more promotional emails than ever.

In this post we go through 20 of the top email marketing statistics that proves email marketing is still yielding massive returns, yet a lot of marketers are missing massive opportunities.

Email Reach Statistics

Email out numbers any social network in terms of active users. By the end of 2016 there will be over 4.6 billion email accounts.

Email Marketing Statistics Reach

1. There are currently 4.4 billion email accounts. This is almost 3X more than twitter and facebook combined. (Radicati Group)

2. As of 2015 there are 2.6 billion active email users. Of these, 1.4 billion are accessing email on mobile devices. (Radicati Group)

3. It is estimated that in 2015 205.6 billion emails were sent and received each day. About 112.5 billion of those are for the business sector. (Radicati Group)

4. 78% of marketing emails are sent to personal email accounts. (Blue Kangaroo)

5. In 2015, the number of business emails sent and received totals 122 emails per user per day. Typically receiving 88 emails and sending 34 emails. (Radicati Group)

6. It is estimated that $2.4 billion was to be spent on email marketing in 2015. (CMO Council)

7. There are currently 93% of marketers using email marketing. (Webmarketing 123)

Email Usage Statistics

Email is one of the most personal mediums we have to communicate with our customers at scale. But to be really effective at email marketing you need to understand their preferences.

Email Marketing Statistics Opening Environments

8. 57% of subscribers spend 10-60 minutes a week browsing marketing emails. (iFactoryDigital)

9. Mobile matters: as of 2015, 53% of emails are opened on mobile. (Litmus)

10. Even though half of all emails are opened on mobile, only 42% of marketers are optimizing for mobile. (MarketingSherpa)

11. 80% of consumers will immediately delete if they don’t display properly. (BlueHornet)

12. 91% of consumers check their email at least once a day. (ExpressPigeon)

Email Effectiveness Statistics

Still unsure if email is an effective channel for marketing? The statistics below speak for themselves.

Email Segmentation Case Studies Roi Data

New findings ROI has increased to $43 for every $1 invested.

13. Email converts better than SEO, digital ads, and social media. For every $1 invested in email marketing the average return is $43. That’s an ROI of 4300%. (Litmus)

14. The average open rate (across all sectors & company sizes) is 22.14% and the average click-through-rate (CTR) is 2.79%. (MailChimp)

15. Marketers find that 2X higher open rates occur on mobile versus desktop. (MarketingLand)

16. Emails that include social sharing buttons have a higher CTR of 158% than those that don’t include share links. (GetResponse)

17. Segmentation is critical. Four out of ten email subscribers mark emails as spam because they find the email irrelevant. (MarketingSherpa)

18. Deliverability is a big issue: 17% of all emails never see the inside of a recipient’s inbox. This is due to defunct emails and SPAM traps. (IBM)

19. Only 17% of marketers track and analyze their email marketing efforts, yet 60% of marketers believe email marketing produces positive ROI. (MarkertingSherpa)

20. You are 6X more likely to get a click through from an email campaign than you are from a tweet. Maybe it’s time to start taking email marketing a bit more seriously. (CampaingMonitor)


Email clearly still matters and it doesn’t look like it’s going anywhere anytime soon. However from looking at these email marketing statistics it is quite clear that a lot of marketers have really bad habits.

It is evident that mobile is being completely neglected. This is one of the biggest reasons email marketing under performs. Also deliver ability remains to be a massive issue, with nearly 20% of emails getting lost in transit.

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