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  • Iain Irvin

Email Marketing Statistics


A fantastic way to start this year is to really try understanding how to get the best out of your email marketing. To do this, we can learn from other marketing professionals who share their best practices and email marketing statistics for us all to learn from.

The below is an article from Hubspot which has some really insightful statistics.

Learn how marketers are using email marketing to maximize ROI.

Clickthrough Rate

54% of marketers say increasing engagement rate is their top email marketing priority. (Ascend2, 2016)

11 a.m. has the highest clickthrough rate for email sends. (HubSpot, 2015)

15% of marketers surveyed say their company still does not regularly review email opens and clicks; only 23% say they have integrated their website and emails to track what happens after a click. (MarketingProfs, 2016)

Email notifications about abandoned carts have a 40.5% open rate. (eMarketer, 2015)

As the number of images in an email increases, the clickthrough rate of the email tends to decrease. (HubSpot, 2014)

Email Copy

64% of people prefer rich text emails. (HubSpot, 2014)

One-third of millennial workers are comfortable using emojis to communicate with a direct manager or senior executive. (Adobe, 2015)

Email subject lines that include the words "thank you" have the highest above-average engagement levels. (Adestra, 2015)

Nearly half (47%) of marketers say they sometimes test alternate subject lines to optimise email performance. (MarketingProfs, 2016)

Emails that included the first name of the recipient in their subject line had higher clickthrough rates than emails that did not. (HubSpot, 2014)

The open rate for emails with a personalized message was 17.6%, compared to 11.4% without personalization. (Statista, 2014)

Email Segmentation

42% of marketers do not send targeted email messages; only 4% use layered targeting. (MarketingProfs, 2016)

83% of companies use at least basic segmentation for their emails. (Econsultancy, 2016)

The ability to segment email lists and individualise email campaign messaging are the most effective personalization tactics for 51% and 50% of marketing influencers respectively. (Ascend2, 2016)

Segmented and targeted emails generate 58% of all revenue. (The Direct Marketing Association, 2015)

Email Usage

Three-quarters of companies agree that email offers "excellent" to "good" ROI. (Econsultancy, 2016)

Email use worldwide will top 3 billion users by 2020. (The Radicati Group, 2016)

Gmail has 1 billion active users worldwide. (Statista, 2016)

66% of unsubscribes occur between 5 and 10 p.m. (Tomasz Tunguz, 2015)

86% of consumers would like to receive promotional emails from companies they do business with at least monthly, and 15% would like to get them daily. (Statista, 2015)

51% of marketers say enriching contact data quality is their most significant barrier to achieving email marketing success. (Ascend2, 2016)

86% of professionals prefer to use email when communicating for business purposes. (HubSpot, 2017)

78% of consumers have unsubscribed from emails because a brand was sending too many emails. (HubSpot, 2016)

Mobile Email

Two-thirds of emails are read on either smartphones or tablets. (Marketing Land, 2015)

Outside of work, Americans most commonly check their email while watching TV (70%), from bed (52%), on vacation (50%), while on the phone (43%), from the bathroom (42%), and even while driving (18%). (Adobe, 2015)

75% of Gmail users access their accounts on mobile devices. (TechCrunch, 2015)

48% of emails are opened on a smartphone. (Movable Ink, 2015)

41% of emails are opened on an iPhone. (Movable Ink, 2015)

(Source: https://www.hubspot.com/marketing-statistics)


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