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  • 141 Compelling Email Marketing Statistics: 2019 Market Share Analysis & Data

141 Compelling Email Marketing Statistics: 2019 Market Share Analysis & Data

Category: B2B News

Email is a mature technology that has been with us for quite some time. Despite the presence of newer and faster channels of communication today, email has stood its ground. In fact, email marketing is one of the most effective channels of inbound marketing. Email marketing methods and email marketing software have thus become invaluable for businesses. It remains a preferred tool for business promotions and customer acquisition.

In this article, we’ll examine important email marketing statistics relating to the industry. We’ll look into email marketing market size, demographics, projections, and other interesting email marketing data. We hope you can harness the insights here to boost your marketing efforts, optimize marketing software tools, and drive more sales.

email marketing statistics

General Email Statistics

Nearly 50% of the world’s population uses email. Furthermore, more than half of the world’s people maintain active email accounts. The availability of free email apps and services compatible with all types of devices drive email’s widespread use.

  • There were 3.8 billion email users in 2018. This number will grow to 4.4 billion users in 2023. (Statista)
  • There are 1.75 email accounts per user in 2018 (Radicati Group)
  • This account-per-user ratio increases for more digitally saturated markets like the UK, where there are 2.5 email accounts per user in 2019 (Data & Marketing Association UK):
  • An estimated 281 billion emails were sent and received every day in 2018. It will increase to 347 billion daily emails by 2022. (Statista)
  • Active email accounts will number 5.6 billion in 2019. (Statista)
  • 3 in 5 Americans foresee using email the same way 5 years from now as they do today. (Fluent)
  • 80% of the U.S. population will use email by 2022, up from 77% in 2018. (eMarketer)
  • Over 293 billion emails will have been sent and received daily by the end of 2019 (Radicati Group)
  • In terms of email client market share, Apple’s iOS Mail (29%) and Gmail (27%) dominate (Litmus)
  • Mobile email access accounted for 49.1% last year and 43% this year (IBM Watson and Litmus)
  • Webmail accounted for 33.3% in 2018 and 39% this year (IBM Watson and Litmus)
  • Desktop clients accounted for 17.6% last year and 18% in 2019 (IBM Watson and Litmus)
  • 40% of all emails are opened with webmail clients. In this regard, Gmail has the biggest share (26.2%), followed by Yahoo! Mail (6.6%), and Outlook.com (2.4%). (Litmus)

email marketing industry growth

Statistics on Email Marketing Industry: Benchmarks

Our email marketing report points to a vibrant market poised to grow more than 5x in less than a decade. The email marketing market share in the digital marketing pie will be robust. This is despite competing with content marketing solutions and social media marketing platforms. Here’s a look at the email landscape and email marketing usage statistics. Also, we’ve included the critical email marketing industry benchmarks and metrics for your information.

  • The global email marketing market is forecast to grow at 19.60% from 2017 to 2025. The market value of $4.51 billion in 2016 will reach 22.16 billion by 2025. (Transparency Market Research)
  • There are 5 top metrics used to measure email marketing success. These are CTR (91%), open rate (78%), conversion rate (67%), bounce rate (40%), and delivery rate (36%). (eMarketer)

Benchmarks & Metrics

  • Average email benchmarks for all industries guide marketers. These include open rate (17.92%), click-to-open rate (14.10%), CTR (2.69%), bounce rate (1.06%), and unsubscribe rate (0.17%). (Campaign Monitor)
  • The best day for highest email open rates is Thursday (18.6%) while for the highest click-to-open rates it is Saturday (14.5%). (Campaign Monitor)
  • Top industries by open rate are non-profit (20.39%), agriculture (20.13%), and government (19.79%). (Campaign Monitor)
  • Meanwhile, leading industries by click-to-open rate are agriculture (18.03%); media/entertainment (17.15%); and real estate/construction (16.47%). (Campaign Monitor)
  • Across all verticals, the average email opt-in rate is 1.95%. (Sumo)
  • The top 10% of marketers average a 4.77% opt-in rate. (Sumo)
  • 9 out of 10 marketers say that CTR is the metric used to measure email marketing success. (eMarketer)

Additional and miscellaneous benchmarks:

Best time of day to send an email:

  • 10:00 a.m. and 2:00 p.m., according to GetResponse
  • 8:00 a.m., 1:00 p.m., and 4:00 p.m., according to Omnisend

Best day of the week to send email campaigns:

Average email length in a study of 1,000 emails is 434.48 words with a 3.3 minute read time (AWeber)

  • 50% of emails analyzed contained 300 words or less at 2.3 minutes of read time
  • 24.1% contain 601 words and above
  • Average characters in a subject line is 43.85
  • 82% of experts using subject lines with 60 characters or less in the subject line

Top Email Marketing Metrics Used By Marketers

Click-through rate

Open rate

Conversion rate

Bounce rate

Delivery rate

Earnings per mail

List growth rate

Inbox placement

Brand metrics

Source: "Email Marketing StatPack 2018 Benchmarks and Trends." eMarketer.

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Email Marketing Goals, Strategies, and Challenges

For organizations that do engage in email marketing, a few business objectives, effective strategies, and challenges to hurdle stand out. For instance, increasing leads and improving engagement are the usual goals, personalization and branded content are typical engagement strategies, and limited internal resources are by and large the biggest obstacle.

A survey of over 500 marketers in the US reported the following were their main goals for email marketing (The Manifest – The State of Email Marketing in 2018):

  • Retaining customer base (29%)
  • Increasing engagement (22%)
  • Selling products and/or services (17%)
  • Building brand awareness (13%)
  • Delivering relevant content (11%)
  • Driving more website traffic (10%)

Nearly 100 marketing experts and influencers said in a report that their strategic priorities for email marketing were (adestra):

  • Improving email engagement (66%)
  • Improving the quality of leads (43%)
  • Increasing conversion rates (36%)
  • Increasing sales revenue (32%)
  • Reducing marketing costs (29%)
  • Increasing generated leads (29%)
  • Reducing the time required in the sales cycle (27%)

In a 2018 statistical fact book, the most effective email tactics are (Data & Marketing Association):

  • Personalization (36%)
  • Automated campaigns (22%)
  • Responsive design (19%)
  • Testing and optimization (19%)
  • List segmentation (4%)

According to nearly 100 marketing influencers surveyed for a report, the most effective tactics for improving email engagement are (adestra):

  • Newsletters with owned content (43%)
  • Integrated campaigns on social media (39%)
  • Single-topic campaigns (38%)
  • Automated emails (37%)
  • Welcome emails (33%)
  • Multi-topic campaigns (33%)
  • Curated content (33%)

A study of 1,000 companies found that the most popular emails sent to subscribers are (SuperOffice):

  • Product or company updates (69%)
  • Promotional emails (69%)
  • Newsletters (68%)
  • Event invitations (65%)

A report in the UK found that marketers consider the following as the best content types to use in email marketing (Data & Marketing Association UK):

  • Discounts (38%)
  • Branded content (36%)
  • New products (27%)
  • Competitions (23%)
  • User guides (22%)

Another 2018 report from a marketing platform provider detailed strategies used in email marketing (Marketo):

  • 59% said batch and blast with some lead nurturing
  • 36% mostly use lead nurturing with batch and blast
  • 4% use just batch and blast without lead nurturing

In terms of payoff, a report using input from nearly 100 marketing experts yielded the following ROI for these tactics (adestra – How to Achieve Successful Email Marketing Engagement 2018 – PDF):

  • Personalized content yields 200% incremental revenue
  • Localized content gains 1,110% ROI
  • Personalized emails via segmentation yields +94% incremental revenue

A UK report found the following as the biggest challenges for marketers when it comes to email marketing (Data & Marketing Association UK):

  • Limited internal resources (39%)
  • Budget restrictions (24%)
  • Inefficient internal processes (23%)
  • Lack of data (23%)
  • Lack of strategy (22%)

Echoing these same sentiments, another 2018 report found similar problems (Marketo):

  • 82% of respondents said they had fewer than 5 people working on building emails for marketing, with many not having in-house capacity for HTML, development, and design
  • 94% of respondents said they rely on templates, which in turn take 87% of respondents at least 2 weeks to complete—33% actually take 3 to 4 weeks

One study found that marketers spend an average of 3.9 hours reviewing emails before launch, working with an average of 2.4 other teams or departments for the approval process (Litmus 2019 State of Email – PDF download)

Respondents in a survey of nearly 100 expert and influencer marketers said email marketing engagement tactics are outsourced to specialists 64% of the time, with in-house capabilities only used 5% of the time, and a hybrid approach comes in handy 32% of the time (adestra)

On a related note, international information regulation such as the EU’s General Data Protection Regulation (GDPR), which was thought to wreak havoc on current email marketing pipelines, ended up being generally positive:

  • 60% of brands that complied with GDPR saw email lists shrinking by less than 10%, reflecting that tighter regulations do not necessarily hurt email ROI (Litmus)
  • 41% of consumers on the other end of the email marketing spectrum said regulation like the GDPR made them more confident about how organizations handle their data (Data & Marketing Association UK)
  • Fewer consumers (33%) now “often” ask organizations how their email addresses were obtained (Data & Marketing Association UK)

Most Effective Email Tactics

36%

Personalization

22%

Automated Campaigns

19%

Responsive Design

19%

Testing & Optimization

4%

List Segmentation

Data & Marketing Association – Statistical Fact Book 40th Edition

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Email ROI & Marketing Statistics

Return on investment is a vital metric for marketers. Our email marketing research shows email as the leading ROI driver, even beating social media and display adverts. The following are selected findings in our email marketing ROI statistics.

  • Email marketing has a potential return of 44$ for every $1 spent or an ROI of 4400%. (Campaign Monitor)
  • 59% of marketers report that email is their biggest source of ROI. (Emma)
  • Email (59%) is the top ROI driver for U.S. marketers. Others are social media (21%), display ads (15%), video (5%), and mobile/SMS (1%). (Campaign Monitor)
  • 50% of marketers are confident their businesses can calculate return on investment (ROI) on email (Data & Marketing Association UK)
  • Only 30% of brands say they can measure well email marketing ROI. In contrast, 32% say they can measure it adequately and 38% poorly. (Litmus)
  • 22% of businesses can calculate the value of an email address, which is currently at around $34 (Data & Marketing Association UK)
  • Brands that can measure well email marketing returns see a higher ROI (46.1%) than brands that can’t (33.1%). (Litmus)
  • 18% of top-performing companies achieve ROI greater than $70 per $1 invested. On the other hand, 20% of low performing companies achieve ROI of less than $5 per $1 invested. (Data & Marketing Association)
  • Up to 760% increase in revenue has been noted by marketers who use segmented email campaigns. (Campaign Monitor)
  • 77% of ROI is generated from segmented, targeted, and triggered campaigns. (DMA)
  • Emails prompt purchases 3x that of social media with an average order value 17x higher. (McKinsey)

Changing Attitudes

Despite a general consensus on the importance of email marketing and estimates regarding its ROI, the money isn’t fully there, and sometimes even businesses that agree to its role in marketing do not engage in it much or at all:

  • Email marketing budgets have declined despite businesses agreeing on its importance, with the average proportion of marketing budgets dedicated to email at 10.9% in 2018, declining from 12.3% in 2016 (Data & Marketing Association UK)
  • 69% of respondents in a survey of over 500 marketers in the US in 2018 said they spent time and money on email marketing (The Manifest); despite this,
  • More than half (59%) of B2B companies in a study of 1,000 websites do not engage in email marketing at all, despite more than three quarters (77%) of marketers claiming they use it to drive visits and sales (SuperOffice)
  • Email campaigns sent out an average of 1 email every 25 days for those 1,000 sites included in the study (SuperOffice)
  • In contrast, however, a survey of over 500 marketers in the US found that 32% of businesses send email daily and 41% send it weekly (The Manifest)

Many Businesses Ignore Industry Best Practices

Many companies that do perform email marketing ignore best practices outright in terms of mobile compatibility, brand recognition, and unsubscribe behavior patterns:

  • Out of the emails received in the above study, nearly 20% were not optimized for mobile (SuperOffice)
  • Almost all of the email marketing campaigns (89%) were sent from a company name (SuperOffice)
  • Well over half of subscribers (64%) opened those emails based on who they’re from and not based on the subject line (SuperOffice)
  • 8% of all email campaigns in the study did not include a link to unsubscribe (SuperOffice)

Leading Drivers of Marketing ROI

Email is the top driver of ROI, beating all other marketing tools and media

59%

Email

21%

Social Media

15%

Display Ads

5%

Video

1%

Mobile/SMS

Source: Campaign Monitor - 2018 Email Marketing Industry Report

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Marketing & Business Statistics

Email marketing is an efficient and cost-effective way of getting new customers and achieving high conversion rates. The facts and figures below show how email marketing impacts marketers and businesses.

  • Email is 40x more effective in acquiring customers than Facebook and Twitter combined. (McKinsey)
  • Most American marketing executives (77%) consider email an important digital media channel. (eMarketer)
  • 68% of marketers said email is their most effective digital channel. (Campaign Monitor)
  • Marketers spend an average of 3.9 hours getting emails reviewed and approved before launch. (Litmus)
  • Moreover, marketers work with an average of 2.4 other departments to get emails reviewed and approved. (Litmus)
  • The top uses of email for marketers are to communicate with customers (76%) and to communicate with prospects (73%). Likewise, email is used to build brand awareness (70%), generate revenue (52%), and capture subscriber’s data (29%). (eMarketer)
  • 88% of U.S. marketers use email to interact with their customers. (eMarketer)
  • 60% of brands complying with EU’s GDPR saw their email lists shrink by less than 10%. (Litmus)
  • More than $350 million are estimated to be spent in the U.S. on email advertising in 2019. (HubSpot)

hours and departments marketers work on average

Marketing Content

  • 93% of B2B marketers use email to distribute and deliver content. (Content Marketing Institute)
  • 83% of B2B companies utilize email newsletters as part of their content marketing strategy. (Imaginepub.com)
  • 40% of B2B marketing people say e-newsletters are most critical to the success of their content marketing. (Content Marketing Institute)
  • Customized landing pages – which direct user to promos offered in emails – can boost conversion rates by over 25%. (McKinsey)

Top Email Uses

Marketers use email for the following:

Communicate with customers

%

Communicate with prospects

%

Build brand awareness

%

Generate revenue

%

Capture data of subscribers

%

Source: eMarketer

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Email & Consumer Statistics

Email use is widespread among consumers. This reality has elevated email as a premiere marketing medium. Here are insights on email and email marketing as they relate to the consuming public.

  • 99% of consumers check their email every day. (Data & Marketing Association Insight)
  • Majority of the consuming public (83%) still use their very first email address as their main account. (DMA Insight)
  • Consumers now have 2 to 3 email accounts, and they direct marketing offers to a specific email address. (DMA Insight)
  • Over 50% of emails in consumers’ inbox are marketing messages. (DMA Insight)
  • 86% of people actually like to receive promotional emails at least once a month. Meanwhile, 15% like to receive promo emails every day. (marketingsherpa)

Consumer Preferences

  • 33% of Gen Z and 40% of Millennials prefer email when receiving promotions and ads from brands. (Digital Marketing Community)
  • On average, consumers sign up for 14 mailing lists on their personal accounts. In contrast, they sign up for just 2 mailing lists on their work accounts. (DMA Insight)
  • 80% of Americans check their email at least once a day. Meanwhile, nearly 1/4 check personal emails many times per day. (Digital Marketing Community)
  • 59% of customers said that marketing emails influence their buying decisions. However, only 50.7% buy from marketing emails once a month and 23.8% several times a month. (SalesCycle)

millennials and gen z prefer email

Mobile Email Marketing Statistics

In the age of the Internet and a closely connected world, mobile is king. Hence, the delivery of email marketing messages and content has shifted to the device everyone carries everywhere. Below are significant numbers on email and email marketing vis-a-vis mobile devices.

  • 43% of all emails are opened on mobile devices. (Litmus)
  • Nearly 6 out of 10 American consumers check their emails on the go using smartphones. (Digital Marketing Community)
  • 41.9% of emails are read on smartphones or tablets, 39.9% on webmail, and 18.2% on desktop. (Litmus)
  • 28.4% of all email opens are done on iPhones, 9.3% on iPads, and 2.3% on Android devices. (Litmus)
  • 81% of Internet users age 18 to 24 check email on their smartphone. (eMarketer)
  • Using smartphones, 27% subscribe to marketing email lists on retail/consumer products and 23% on daily deals. (eMarketer)
  • 1 in every 3 clicks within an email happens on a mobile device. (Campaign Monitor)
  • On mobile devices, 78% of clicks happen on the first open. (Campaign Monitor)
  • Mobile readers who open emails a second time are 65% more likely to click through. (Campaign Monitor)

Where Do People Read Emails?

The top 3 reading environments for email are:

Smartphones/Tablets (41.9%) Webmail (39.9%) Desktop (18.2%)

Source: Litmus

Designed by

Statistics on Email Marketing Technology

Emerging technology like artificial intelligence and existing tech such as automation are finding their way into email marketing. Although adoption is not expected overnight, there have been benefits in the use of these technologies.

  • AI use in email marketing produced improvements in revenue (41.29%) and CTRs (13.44%). (Statista)
  • Moreover, AI also resulted in improvements in open rates (7.64%) and deliverability ( 1.13%). (Statista)
  • 64% of company respondents thought AI as a means to optimize email send times. Meanwhile, 57% said the efficient use of resources would be the primary improvement in AI use. (Statista)
  • E-commerce marketers (64%) say that email marketing and marketing automation contribute to more sales. (Emailmonday)
  • Using automation also generated more webshop visitors (37%), engagement (30%), and better insights into target audiences (24%). (Emailmonday)
  • 53% of marketers consider marketing automation Email and CRM as the most effective types of marketing technology. (Ascend2)

email marketing and marketing automation

Email: The Tested Tool in Marketing

Email was among the very first technology that enabled one-on-one communication. From a marketing perspective, that is a potent formula for personalized promotion. True enough, through the years email has proven its mettle as a marketing medium. In fact, several email marketing software benefits can be derived such as higher customer interaction and easy personalization.

The above email marketing data shows us the potency of email as a promotional tool. In fact, its users have reaped huge benefits and ROI. As a result, email marketing will continue to be an important business function.

Currently, many of the leading email marketing solutions are offered in the market to help you leverage the use of email. If you are on the lookout for such solutions, understand first what email marketing software is. This way, you are well informed when you make your purchase decision. Remember, email marketing software will be a vital tool in your marketing technology stack. Hence, you should be able to make the right choice of software right from the start.

By Jenny Chang

Senior writer at FinancesOnline who writes about a wide range of SaaS and B2B products, including trends and issues on e-commerce, accounting and customer service software. She’s also covered a wide range of topics in business, science, and technology for websites in the U.S., Australia and Singapore, keeping tabs on edge tech like 3D printed health monitoring tattoos and SpaceX’s exploration plans.

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