23 email marketing statistics for 2018’s marketers

Email marketing is one of the oldest forms of digital marketing out there. With how much it’s used, one might think that it might become ineffective as technology changes and adapts. But, email has proven to keep up with the changes in technology. Despite its age, email continues to perform solidly with 59% of B2B marketers reporting that it is their top revenue channel.

We’ve scoured the web to find recent, invigorating statistics about how and why email remains fresh nearly 40 years after it began. Let us know what your favorite statistics on this list are.

  1. Every dollar spent on email marketing provides a return of $44.(Campaign Monitor)
  2. In the United States, email marketing has an ROI of 122%. That’s 4 times high than paid search, social, or direct mail. (eMarketer)
  3. Organizations are 6 times as likely to get a click-through from an email compared to a tweet. (Campaign Monitor)
  4. Nurtured leads make 47% larger purchases than leads that weren’t nurtured. (Campaign Monitor)
  5. 3 out of 5 Americans say they check their email several times a day, meaning marketers have many chances to reach them. (Litmus)
  6. 75% of Americans say they use their smartphones primarily to check email. (Litmus)
  7. More than 3 out of 4 people say they expect to keep using email more or the same 5 years in the future. (Litmus)
  8. A little more than a quarter, 26%, of Americans have a work email address. Of those, 74% are actively watching their inbox during the day. This is great news for email marketers. 
  9. Adults under the age of 34 are easy to reach with email. The Millennials and younger generations don’t think email marketing is an annoying tactic to use to market to them, especially compared to SMS or direct mail. (Litmus)
  10. Use a lead’s name in the email, it can boost your open and click-through rates by as much as 35%. (SuperOffice)
  11. The top two tactics for email marketing in 2017 were segmentation and personalization. (DMA)
  12. Don’t send too many emails. As many as 35% of people unsubscribe from emails they opted into. (Fluent)
  13. Click-through rates are 101% high in segmented email campaigns compared to mass-broadcast style ones. (MailChimp)
  14. Email marketing produces 174% more conversations than social media. (Campaign Monitor)
  15. Messages are 5 times more likely to be seen in email than Facebook. (Radicati)
  16. In 2017, there were 3.7 billion email users. By 2021, this figure is expected to grow to 4.1 billion. (Statista)
  17. Email is the preferred channel for business communications. 86% of professionals prefer over other channels. (Hubspot)
  18. 89% of marketers said that email is their primary channel for lead generation. (Mailigen)
  19. In 2017, businesses and consumers sent and received a whopping 269 billion emails a day. That number is expected to grow at an average of 4.4% per year, resulting in 319.6 billion by 2021.
  20. 77% of B2B marketers say they’re using email marketing to drive visitors to their website and the sale. (SuperOffice)
  21. 78% of consumers say they unsubscribe from emails because they received too many from a brand. (Hubspot)
  22. Tuesday is the best day of the week to send email. If you want to send a second email aim for Thursday. (Coshedule Research)
  23. 3 out of 10 users unsubscribe from the list if emails are not optimized for mobile. (Bluehornet)


What statistic stuck out to you the most? Why? Let us know in the comments section.


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