Email Marketing Statistics 
Email marketing has been written off many times as newer and “shinier” ways to communicate with clients come along.
Pay-per-click advertising, social media, instant chat, webinars, podcasts., video campaigns…nothing has managed to dislodge email as one of the most trusted and effective forms of marketing to your customers.
Whether it’s a “drip” campaign that aims to educate your audience about products and services, promotions for flash sales or abandoned cart campaigns, email should play a key role in your interactions with customers in your store.
Don’t believe me?
These email marketing statistics show what a powerhouse of marketing it still is and why you should be using it more — not less.
What is email marketing?
Email marketing is the practice of sending personalized emails to groups of customers in your list — usually with the aim of customer education, customer acquisition or customer retention.
To do this effectively, your list of customers should be segmented so that all communications remain relevant to them and you’re not wasting their time or cluttering their inboxes.
There are multiple ways to use email marketing to increase engagement among your audience and boost sales, including:
- Sending newsletters
- Promoting product sales
- Sending event invitations
- Educating customers about products and services (“lead nurturing”)
- Contacting shoppers who have abandoned their shopping carts
- Collecting feedback and reviews
- Advising customers of a “back in stock” product
- Re-contacting customers who have not been active for a while (re-engagement emails)
Email is also used transactionally by ecommerce stores, such as with order confirmation emails, welcome emails, “thank you” emails (e.g., “thank you for downloading…”), order tracking emails, and so on.
Email still has an important role to play for ecommerce stores so let’s check out a few email marketing statistics that put some numbers on its value to your business…
The standout email marketing statistics for ecommerce stores
As an ecommerce store owner, you probably don’t need to know how many billion email users there are in the world.
It’s pretty obvious that most of the world uses email. What you want to know is why and how you can improve revenues in your store from email marketing, right?
These email marketing statistics demonstrate its importance…
The ROI of email marketing
Email marketing return on investment (ROI) is estimated at an impressive $36 for every $1 spent, which is higher than any other marketing channel.
Email is considered to be the biggest source of ROI for about 59 percent of marketers.
Global email marketing revenue
Global e-mail marketing revenue was valued at $7.5 billion in 2020, with a projection to increase to $17.9 billion by 2027.
This suggests that email marketing is only going to get more important in the coming years.
Email marketing usage
At the end of 2021, nearly 37 percent of companies surveyed planned to increase their investment in email in the year ahead while only 1.3 percent planned to decrease their email budget.
Additionally, 64 percent of small businesses used email marketing to reach customers in 2021, according to Campaign Monitor.
Mobile-first email marketing statistics
Unsurprisingly, a mobile-first policy is best for email marketing campaigns, considering that the number of email views on mobile devices (41 percent) now surpasses desktops (39 percent).
Almost 60 percent of global website traffic is now generated from mobile devices (excluding tablets). Amongst smartphone users, almost 50 percent prefer to receive business communications by email.
The email usage statistics are higher for Gen Z (67 percent of whom scan their inboxes on mobile) than millennials (59 percent of whom use their smartphone to check email).
Mailchimp estimates that a mobile-responsive email design can increase unique mobile clicks by 15 percent.
Yet, almost one in five email campaigns sent out by businesses is not optimized for mobile devices.
Ecommerce email marketing success rates
It is reported that 15.8 percent of all emails either go missing or get caught by popular spam filters.
Success rates of email marketing vary by industry and depend on how good your strategy is. Mailchimp estimated the following success rates for email campaigns for ecommerce businesses in 2019 (see comparisons with averages across all industries):
- Average open rate: 15.68 percent (average is 21.33 percent)
- Average click rate: 2.01 percent (average is 2.62 percent)
- Unsubscribe rate: 0.27 percent (average is 0.26 percent)
These are good benchmarks to use for your own ecommerce email marketing campaigns. Note that triggered emails to already-engaged customers (like welcome emails or cart abandonment emails) usually achieve much better results than the above.
Fashion sees the biggest sales uplift from cart abandonment emails, at 6.38 percent (the average across all retail types is 4.43 percent).
Bear in mind that marketers say that new product and feature announcement marketing emails have the highest click-through rate.
Another interesting ecommerce email marketing statistic is that 60 percent of retail and ecommerce companies personalize emails based on past purchases. This compares with 38 percent in 2019.
So, personalization is a growing trend…which brings us to other best practices with email marketing.
Best practice email marketing statistics
Recognizing a sender is considered the most important factor in deciding whether or not to open an email, followed by having enough time to read it.
A few other interesting email marketing statistics indicate some best practices to follow. The following are from various surveys conducted in recent years but the exact numbers are not important:
- Segmentation of lists is the most effective email marketing campaign strategy
- The second-most-important email marketing strategy is message personalization
- The third-most-important email marketing strategy is campaign automation (e.g., event-triggered emails)
- Emails with personalized subject lines that arouse curiosity have higher open rates
- Emails that contain videos enjoy higher click rates
- Making links/calls to action easy to see and keeping paragraphs short and simple are also considered best practices in email marketing
- One-third of marketers send weekly emails and just over one-quarter send emails multiple times per month
- Fridays see the highest email open rates while the lowest open rates are on Saturdays
- Around one in 12 email campaigns do not include an unsubscribe link
- A/B testing emails leads to a higher ROI for marketing campaigns (up to 28 percent higher)
These are useful tips to follow if you’re new to email marketing and are researching how to set up your campaigns.
Ready to create your own email marketing success story?
According to one survey, 59 percent of respondents said that marketing emails have influenced their purchases while over 50 percent buy from marketing emails at least once a month.
These and the other email marketing statistics presented above show a clear picture: email remains one of the most effective forms of business marketing and it’s going to become more important as the years go by, despite the emergence of other technologies.
Email marketing success stories are everywhere, whether it’s a small formalwear shop using Constant Contact’s email marketing platform to grow, a cheesemaker on the AWeber platform or a soda company using MailChimp’s Shopify integration to expand its audience.
These types of stories are replicated across the ecommerce spectrum and your story could be next. The statistics all point to investing more time, effort and resources into email marketing.