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When I first started here at Campaign Monitor, I reached out to some of our most frequent blog readers and asked them what their biggest challenge with email marketing was.

My goal was to understand what people found most difficult about email marketing, and I expected to hear a lot of responses around improving open and click-through rates.

However, I was surprised to hear that one of the most common challenges was “proving the effectiveness of email marketing to my boss or clients”.

It seems that with social media marketing, mobile advertising, growth hacking and all these other newer marketing tactics, email isn’t getting the attention it deserves as a marketing channel.

So we’re bringing email back! Here’s a list of 20 email marketing statistics you can use to convince your boss or your clients that email marketing is a highly effective channel they should invest in.

Email reach statistics

Keep a few of these stats in your back pocket for the next time someone asks you if people still use and read email.

  1. The total number of worldwide email accounts is expected to increase to over 4.3 billion accounts by year-end 2016. (Radicati Group)
  2. It’s projected that in 2014, 191.4 billion emails will be sent and received each day with about 108 billion of those being from the business sector. (Radicati Group)
  3. 78% of marketing emails are sent to a personal email account. (ChoozOn)
  4. There are 3x more email accounts than Twitter and Facebook accounts combined. (Radicati Group)
  5. 57% of email subscribers spend 10-60 minutes browsing marketing emails during the week. (ChoozOn)
  6. Knowledge workers on average spend 13 of their working hours each week in their email inbox. (McKinsey & Company)
  7. 92% of online adults use email, with 61% using it on an average day. Those who were most likely to use email on a daily basis were those with a college degree or an income of <$75,000. (Pew Research)
  8. One survey found that 90% of business people use email as much, or more than they did last year. (Osterman Research)

Email Preference & Usage Statistics

So, email has an incredible reach – but how are people using it and what are their preferences?

  1. When asked to opt-in to receive updates from a company, only 10% elected to do so through Facebook, while 90% chose to receive email newsletters. (Nielsen Norman Group)
  2. Mobile matters: 41% of emails are opened on a mobile device. (Campaign Monitor)
  3. Email triage is a growing trend. 23% of readers who open an email on a mobile device open it again later. (Campaign Monitor)

Email Effectiveness Statistics

So, email is a great way for people to communicate. But is it also effective for sales and marketing? Here are some statistics that say it is.

  1. 70% of email readers open emails from a brand or company in search of a deal, discount, or coupon. (The Social Habit)
  2. Email is 40x more successful at acquiring new clients than either Facebook and Twitter. (McKinsey & Company)
  3. You are 6x more likely to get a click-through from an email campaign than you are from a tweet. (Campaign Monitor)
  4. 81% of online shoppers who receive emails based on previous shopping habits were at least somewhat likely to make a purchase as a result of targeted email. (eMarketer)
  5. 42% of B2B organizations say email is one of their most effective lead generators for targeting new clients. (Circle Research)
  6. Companies sending over 100,000 emails each month see a 94% return on investment. (MECLabs)
  7. Newsletters are still considered to a great way to grow or maintain relationships, even during times when people aren’t actively making purchasing decisions. (Nielsen Norman Group)
  8. When it comes to purchases made as a result of receiving a marketing message, email has the highest conversion rate (66%), when compared to social, direct mail and more. (The DMA)
  9. One study showed that email is the second most used marketing tool (after a company website) for B2B companies. (eMarketer)

In Conclusion

Although email marketing might not get as much time in the limelight anymore, it has a far wider reach than all the social networks combined and generates a significantly higher click-through rate and total ROI.

So use these statistics in your next presentation, pitch or conversation and lets make sure our old friend email marketing gets the credit it deserves.

Your turn: Do you have another email marketing statistic to share? Or perhaps a success story of how you’ve convinced someone on the benefits of email marketing and they’ve received a great result? We’d love to hear from you!

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  • Kym

    How about NOT charging us for duplicated subscribers across our lists… ??

    this will lower costs and result in a better ROI, and be easier to sell to clients
    and allow us to be more competitive with services like mailchimp and sendy

  • Mathew Patterson

    Thanks for the feedback Kym. Generally we recommend combining lists like that into one, and segmenting them so that you have no duplication and better reporting.

    But I certainly understand that’s not always feasible and I’ll pass on your feedback to the team here, we’re always looking at ways to help our agency customers.

  • Kym

    Thanks Matthew, seeing their advertising eveyrwhere so whereas before most customers went with our recommendations and our rebadged verison of CM now they are coming to us having heard of other cheaper services.. frustrating as on the face of it they are very similar so a decision is normally made on price alone.

  • Jaina

    Brilliant list of stats here, one of my favourites is this one – “Email is 40x more successful at acquiring new clients than Facebook and Twitter.” – though it’s still tricky to convince people this is actually the case.

    But I think we’re on the cusp. With more and more curated newsletters being created and sent, emails going agile and people seeing their emails on the move, wherever they are, a lot of these stats will sway even more into the hands of email marketing.

  • Braden

    Just noting, there were quite a few typos in this article… Kind of lose a little bit of credibility when you can’t write your entire article correctly. Just a minor tip.

  • Ros Hodgekiss

    Hi Braden, thank you for pointing these out. I just made a few tweaks to the article – definitely appreciate you lending your keen eyes to helping us catch the bugs that (occasionally) slip into posts!

  • Romain

    Thanks for these Aaron. I was just looking for exactly this kind of list only 2 weeks ago, but this is the best I have come across.

  • Jonathan

    On no. 7.

    It’s not 92% of adults use email. It’s 92% of online adults. Something quite different.

  • Jonathan

    Oh, and on no. 6.

    People? Really?

    No. “knowledge workers”.

    Might like to be more careful when quoting such reports. And you might like to point out that these figures are from 2012.

  • Jonathan

    No. 9 is from 2010 and was a “study” of 16 users. Yes, 16.

    Shall I go on?

  • Aaron Beashel

    Hey Jonathan

    Thanks so much for noting your concerns from the studies mentioned here.

    I reviewed the reports in question and have made the necessary changes to ensure the article is as accurate as possible.

    I really appreciate you chiming in and definitely encourage your fact-finding. If there’s any other great statistics you find whilst browsing research reports, let me know as I’d love to build on this list!

  • Mark


    Instead of nit-picking, just take what you find useful and get on with it.


  • Paula Johnson

    What a great article and some powerful stats!

This blog provides general information and discussion about email marketing and related subjects. The content provided in this blog ("Content”), should not be construed as and is not intended to constitute financial, legal or tax advice. You should seek the advice of professionals prior to acting upon any information contained in the Content. All Content is provided strictly “as is” and we make no warranty or representation of any kind regarding the Content.
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