The ultimate list of email marketing statistics for 2023

Webinars, video campaigns, and social media posts are relatively new channels for marketers to reach customers. Still, I don't think more modern techniques should distract you from email marketing, which is one of the oldest and most effective strategies. In fact, his ROI on email comes out to a whopping $36 for every dollar spent.

If you're still hesitant, keep reading. To show you how powerful email is, we've compiled a list of HubSpot's email marketing statistics. Here you can find the following information:

General email marketing statistics and best practices

• Email marketing is used by 31% of marketers. (HubSpot Blog Research, 2023)
• Email marketing revenue is estimated to reach approximately 11 billion by the end of 2023. (Statista, 2021)

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• There are 4 billion email users every day. This number is expected to increase to 4.6 billion people by 2025. (Statista, 2021)
• More than 347 billion emails are sent and received every day. (Statista, 2022)
• 64% of small businesses use email marketing to reach their customers. (Campaign Monitor, 2021)
• 38% of brands are increasing their email budgets, while only 10% are reducing them. (HubSpot Blog Research, 2023)
• The most effective strategies for email marketing campaigns are subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%). (HubSpot Blog Research, 2021)
• Emails with multimedia elements, or formatted emails that include images or videos, perform best. (HubSpot Blog Research, 2023)
• The best times to send marketing emails are 9am to 12pm ET, then 12:01pm to 3pm ET. The worst times are 1 a.m. to 3 a.m. ET. (HubSpot Blog Research, 2023)

• 22% of marketers (or the companies they work for) send two to three marketing emails a day, and 21% send an email every day. 12% send weekly emails. (HubSpot Blog Research, 2022)

• Most marketers decide how often to send emails based on past email engagement data. (HubSpot Blog Research, 2023)
• 87% of brands say email marketing is very important to their business success. (Litmus test, 2023)
• 77% of marketers feel their email engagement has increased in the past 12 months. (Not Another Status Quo of Marketing, 2021)
• For best performance, Tuesday is the best day to send emails, and Sunday is the worst. (HubSpot Blog Research, 2023)

  

• Most marketers say Apple's privacy features do not impact the accuracy of the email marketing metrics they track. Those who reported the change said it had the biggest impact on the accuracy of their overall email traffic reporting. (HubSpot Blog Research, 2023)
• Personalization using dynamic content is the most important personalization tactic used by email marketing teams. This is also the best way to improve email performance. (Litmus test, 2023)
• The most effective email subject lines are intriguing, include promotional offers, and are personalized to each recipient's interests. (HubSpot Blog Research, 2021)

• Email QA, A/B, and spam testing can improve ROI. You can earn up to 28% more when you test your email program. (Litmus test, 2022)

• 85% of e-commerce marketers say the primary purpose of email is to increase brand awareness. (HubSpot Blog, 2023)

Email marketing metrics statistics

• The top two metrics marketers track for emails they send are click-through rate (34%) and open rate (31%). (HubSpot Blog Research, 2023)

• Most marketers report an average email open rate of 46-50%. (HubSpot Blog Research, 2023)
• The average click-through rate for emails is 2.6-3%. (HubSpot Blog Research, 2023)
• The average click-through rate for emails is 7-9%. (HubSpot Blog Research, 2023)
• Emails that include images have approximately 10% higher open rates. (GetResponse, 2022)
• Average email deliverability rate is 85.7% (Emai Tool Tester, 2023)
• Google's average email deliverability rate is 95%, Microsoft's 91%, Yahoo's 81%, and AOL's 76%. (Email Tools Tester, 2023)

AI email marketing statistics

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• 38% of marketers using AI use it to create emails. If you need help creating emails using AI, check out this helpful video. (HubSpot's State of Generative AI, 2023)

• 21% of salespeople who use AI in their job say AI is most helpful in writing messages to prospects. 32% say it's most useful for repurposing messages for different audiences. (HubSpot's State of Generative AI, 2023)

Pro tip: Want to test your marketing emails with AI? Check out Campaign Assistant, HubSpot's generative AI tool that creates customized emails in seconds.

B2B email marketing statistics

• Email is the third most used owned media platform for content distribution by B2B marketers over the past 12 months. (Content Marketing Institute, 2022)
• 81% of B2B marketers say email newsletters are the most used format for content marketing. (Content Marketing Institute, 2020)
• 14.3% of all emails go missing or get caught in common spam filters. (Email Tools Tester, 2023)
• B2B marketers say marketing emails about new product and feature announcements have the highest click-through rates. (HubSpot Blog Research, 2021)
• Automation is primarily used in email marketing to send triggered emails for drip campaigns, nurturing campaigns, and segmentation. (Litmus test, 2021)
• B2B buyers and consumers are overwhelmed by email, and 67% have set up junk email accounts to avoid spam. (Gartner, 2022)
• The biggest hurdles marketers face while creating emails are construction (41%), design (40%), and testing (39%). (Litmus test, 2023)

mobile marketing statistics

• 55% of emails are opened on a mobile device. (eMarketer, 2023)
• Almost 55% of the world's website traffic is generated from mobile devices, excluding tablets. (Statista, 2022)
• 46% of smartphone users prefer to receive communications from businesses via email. (Statista, 2021)
• Apple iPhone's native email app has the highest market share, followed by Gmail. (Litmus Institute, 2022)
• 35% of email marketers say they use a mobile-first or mobile-responsive design process. (Litmus test, 2023)
• Starting with a mobile-friendly email design can increase unique clicks on mobile by 15%. (Mailchimp, 2021)
• 56% of marketers leverage mobile-friendly email in their email marketing strategies. (HubSpot Blog Research, 2021)

B2C email marketing statistics

Email marketing demographics

• 99% of email users check their inbox every day, some 20 times a day. Among them, 58% of consumers check their email first thing in the morning. (OptinMonster, 2020) 84.3% of consumers say they check their email at least once a day. (Pathwire, 2021)

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• 37% of US survey respondents have two email addresses, and 28% have four or more email addresses. (Statista, 2022)
• Consumers spend an average of 9 seconds reading a branded email. (Statista, 2022)
• A majority of Americans say the emails they receive are not helpful (59%). (Edison Mail, 2023)
• The number one reason consumers unsubscribe is because they receive too many emails. (Gartner, 2022)
• Consumers want to receive emails from their favorite brands just a few times a month. (Gartner, 2022)
• When it comes to data security, 32% of consumers are distrustful of providing email to businesses. (HubSpot, 2023)
• Email is the primary way U.S. consumers find branded coupons. (Statista, 2021)
• Consumers say they are most likely to open emails about available promotions and discounts. (Digital Commerce 360, 2022)
• Consumers also prefer emails that mention birthdays and anniversaries (54%) and share local/regional events and offers (53%). (Gartner, 2022)

• 59% of Millennials primarily use their smartphones to check email, and 67% of Gen Z scan their inbox on mobile. (Blue Core, 2021)
• Gen Z, Millennials, and Gen X most frequently use email for online shopping. Baby boomers use email to communicate with friends and family. (Edison Mail, 2023)
• The most important steps marketers can take to ensure accessibility when creating emails are to write short, descriptive subject lines, make links and buttons easy to see, and keep paragraphs short and simple. (Pathwire, 2021)

Apply your email knowledge

Many of the data points can help you make a case for investing more time and money into your email marketing strategy. You can refer to this post at any time, or start applying it to your next campaign.

Editor's note: This blog post was originally published in March 2019 and has been updated for comprehensiveness and freshness.