E-mail marketing worldwide - statistics & facts

In the 1970s, the world's first e-mail launched a new era of communication and marketing alike. As the number of e-mail users continues to grow each year, e-mail has evolved into a core digital marketing format for businesses across the globe. In 2023, e-mail marketing revenue was estimated at more than 10 billion U.S. dollars. Few if any other channels can compare with e-mail marketing’s average return on investment (ROI). In a late 2022 poll, around half of marketing professionals surveyed reported a two times improvement rate in their e-mail marketing campaigns’ ROI, leaving no doubt why e-mail has maintained its claim to fame for decades.

Usage, metrics, and effectiveness

E-mail marketing remains one of the most popular digital marketing channels worldwide. Over 80 percent of industry experts stated that they used e-mail newsletters as part of their marketing strategies in 2022 while also employing various metrics to evaluate a campaign’s success. In 2022, the highest click-to-open rate (CTOR) of marketing e-mails globally was tracked in the financial service sector, followed by the publishing one. The e-mail unsubscribe rates from various countries that year remained under one percent. More than 60 percent of marketers indicated that their e-mail campaign open rates improved in 2022, indicating the stable progress of this digital channel.

Automation is key

Marketing automation has become an essential feature in e-mail marketers’ toolboxes. By implementing different systems and software, marketing professionals can streamline processes, collect and analyze user data, send the right e-mails at the right time, and ultimately maximize campaign effectiveness. As of early 2023, e-mail was the channel that relied the most on marketing automation, with 63 percent of surveyed professionals choosing it over content and social media management.

Consumers’ perspective

E-mail marketing is designed, among other things, to contact consumers and facilitate mutual communication. But how do recipients feel about receiving promotional content in their inboxes? For one, users intentionally sign up for mailing lists, which indicates a level of interest in a business. According to a 2022 survey, a quarter of consumers in the United States stated that they were likely to purchase a product after receiving an e-mail newsletter, highlighting the channel’s still vast marketing and targeting potential. However, e-mail marketing acceptance varies according to the age of consumers - ten percent of U.S. millennials and another 36 percent of U.S. Gen Zs were very unlikely to do the same in 2022, leaving marketers with a smaller window to engage readers and initiate their desired reaction.

This text provides general information. Statista assumes no liability for the information given being complete or correct. Due to varying update cycles, statistics can display more up-to-date data than referenced in the text.

Number of e-mail users worldwide: 4.26bn

Country with highest number of e-mails sent daily: United States

E-mail marketing revenue worldwide: 10.89bn USD

Editor’s Picks Current statistics on this topic

E-mail marketing revenue worldwide from 2020 to 2027 (in billion U.S. dollars)

Online marketing

E-mail marketing revenue worldwide 2020-2027

Key objectives of e-mail marketing campaigns worldwide as of November 2022

Online marketing

Leading e-mail marketing campaign objectives worldwide 2022

Marketing e-mail open rates worldwide in 2022

Online marketing

Marketing e-mail open rates worldwide 2022

Recommended statistics

Overview

Premium Statistic Number of e-mail users worldwide 2017-2026
Number of e-mail users worldwide 2017-2026
Number of e-mail users worldwide from 2017 to 2026 (in millions)
Basic Statistic Countries with highest number of emails sent 2023
Countries with highest number of emails sent 2023
Daily number of emails sent worldwide as of April 2023 by country (in billions)
Premium Statistic Spam: share of global e-mail traffic monthly 2014-2022
Spam: share of global e-mail traffic monthly 2014-2022
Monthly share of spam in the total e-mail traffic worldwide from January 2014 to December 2022
Premium Statistic E-mail marketing revenue worldwide 2020-2027
E-mail marketing revenue worldwide 2020-2027
E-mail marketing revenue worldwide from 2020 to 2027 (in billion U.S. dollars)
Premium Statistic Online marketing budgets allocation worldwide 2022, by channel
Online marketing budgets allocation worldwide 2022, by channel
Share of budgets allocated to online marketing according to CMOs worldwide as of March 2022, by channel

Usage

Premium Statistic Leading e-mail marketing campaign types worldwide 2022
Leading e-mail marketing campaign types worldwide 2022
Leading types of e-mail marketing campaigns used worldwide in 2022
Premium Statistic Leading e-mail marketing campaign objectives worldwide 2022
Leading e-mail marketing campaign objectives worldwide 2022
Key objectives of e-mail marketing campaigns worldwide as of November 2022
Premium Statistic Subject line personalization rates in e-mail marketing worldwide 2022
Subject line personalization rates in e-mail marketing worldwide 2022
Share of email marketing campaigns sent with subject line personalization worldwide as of November 2022
Premium Statistic Most preferred week day for e-mail marketing campaigns worldwide 2022
Most preferred week day for e-mail marketing campaigns worldwide 2022
Best day of the week for sending out e-mail marketing campaigns according to marketers worldwide as of November 2022
Premium Statistic Marketing channels using automation worldwide 2023
Marketing channels using automation worldwide 2023
Marketing channels using automation worldwide as of February 2023

Metrics & effectiveness

Premium Statistic Marketing e-mail open rates worldwide 2022
Marketing e-mail open rates worldwide 2022
Marketing e-mail open rates worldwide in 2022
Premium Statistic Click-to-open rates of marketing e-mails worldwide 2022, by industry
Click-to-open rates of marketing e-mails worldwide 2022, by industry
Click-to-open rates of marketing e-mails worldwide in 2022, by industry
Premium Statistic E-mail open rates change among marketers worldwide 2022
E-mail open rates change among marketers worldwide 2022
Changes in e-mail open rates observed by marketers worldwide in 2022
Premium Statistic E-mail marketing key metrics used post-Apple MPP worldwide 2022
E-mail marketing key metrics used post-Apple MPP worldwide 2022
Key metrics used by marketers to determine the success of e-mail marketing campaigns post Apple's mail privacy protection (MPP) worldwide in 2022
Premium Statistic ROI improve rates in e-mail marketing campaigns worldwide 2022
ROI improve rates in e-mail marketing campaigns worldwide 2022
E-mail marketing return on investment (ROI) improve rates according to marketers worldwide as of November 2022
Premium Statistic Click-to-open rates of marketing e-mails 2022, by country
Click-to-open rates of marketing e-mails 2022, by country
Click-to-open rates of marketing e-mails in selected countries worldwide in 2022
Premium Statistic Click-through rates of marketing e-mails worldwide 2022, by country
Click-through rates of marketing e-mails worldwide 2022, by country
Click-through rates of marketing e-mails in selected countries worldwide in 2022
Premium Statistic Unsubscribe rates of marketing e-mails worldwide 2022, by country
Unsubscribe rates of marketing e-mails worldwide 2022, by country
Unsubscribe rates of marketing e-mails in selected countries worldwide in 2022
Premium Statistic E-mail opens worldwide 2022, by platform
E-mail opens worldwide 2022, by platform
Distribution of e-mail marketing opens worldwide in March 2022, by device/platform
Premium Statistic Social media link rates in e-mail marketing campaigns sent worldwide 2022
Social media link rates in e-mail marketing campaigns sent worldwide 2022
Use of social media links in e-mail marketing footers worldwide as of November 2022

Marketing personalization

Premium Statistic Areas with most use for data-driven marketing worldwide 2022
Areas with most use for data-driven marketing worldwide 2022
Areas with most use for data-driven marketing according to marketers worldwide as of August 2022
Premium Statistic Online consumers' attitudes toward ad and marketing personalization in the U.S. 2022
Online consumers' attitudes toward ad and marketing personalization in the U.S. 2022
Attitudes of internet users toward brands using their data for advertising and marketing personalization in the United States as of May 2022
Premium Statistic Favorite types of brand messaging among consumers worldwide 2022
Favorite types of brand messaging among consumers worldwide 2022
Favorite types of brand messaging among consumers worldwide as of November 2022
Premium Statistic Influence of marketing personalization on consumer loyalty worldwide 2022, by country
Influence of marketing personalization on consumer loyalty worldwide 2022, by country
Share of consumers who said they were likely to stop using a brand if it did not personalize their customer experience in selected countries worldwide as of January 2022
Premium Statistic Influence of marketing personalization on consumer loyalty worldwide 2021-2022
Influence of marketing personalization on consumer loyalty worldwide 2021-2022
Share of consumers who said a brand would lose their loyalty if it delivered a non-personalized experience worldwide in 2021 and 2022

U.S. consumer perception

Premium Statistic Main channels of new brand discovery in the U.S. Q3 2022
Main channels of new brand discovery in the U.S. Q3 2022
Most common sources of new brand, product, and service discovery among internet users in the United States as of 3rd quarter 2022
Premium Statistic E-mail marketing effectiveness in the U.S. 2022
E-mail marketing effectiveness in the U.S. 2022
Likelihood of email newsletter instigating consumers to purchase something in the United States as of June 2022
Premium Statistic Popularity of email marketing among consumers in the U.S. 2022, by generation
Popularity of email marketing among consumers in the U.S. 2022, by generation
Popularity of email marketing among consumers in the United States as of June 2022, by age group
Premium Statistic Use of email to contact brands in the U.S. 2022, by generation
Use of email to contact brands in the U.S. 2022, by generation
Use of email to contact brands among consumers in the United States as of June 2022, by age group
Premium Statistic E-mail marketing effectiveness among baby boomers in the U.S. 2022
E-mail marketing effectiveness among baby boomers in the U.S. 2022
Likelihood of email newsletter instigating baby boomer consumers to purchase something in the United States as of June 2022
Premium Statistic E-mail marketing effectiveness among Gen X in the U.S. 2022
E-mail marketing effectiveness among Gen X in the U.S. 2022
Likelihood of email newsletter instigating Generation X consumers to purchase something in the United States as of June 2022
Premium Statistic E-mail marketing effectiveness among millennials in the U.S. 2022
E-mail marketing effectiveness among millennials in the U.S. 2022
Likelihood of email newsletter instigating millennial consumers to purchase something in the United States as of June 2022
Premium Statistic E-mail marketing effectiveness among Gen Z in the U.S. 2022
E-mail marketing effectiveness among Gen Z in the U.S. 2022
Likelihood of email newsletter instigating Generation Z consumers to purchase something in the United States as of June 2022

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