The Ultimate List of Email Marketing Stats That We Think You Should Know

Webinars, video campaigns, and social media posts are relatively new channels for marketers to reach their customers. Still, I don’t think that more contemporary methods should distract you from one of the oldest, most effective strategies — email marketing. In fact, email ROI is an impressive $36 for every $1 spent.

marketer creates email marketing campaign using data

If you’re still hesitant, keep reading — we’ve cultivated a list of email marketing statistics for HubSpot to demonstrate just how powerful email can be. Here, you’ll find:

Email Marketing Stats (Highlights)

There are 4 billion daily email users.
37% of brands are increasing their email budget.
A majority of marketers using email leverage mobile-friendly emails as part of their marketing strategy.
Segmented emails drive 30% more opens and 50% more clicksthroughs than unsegmented ones.
Most marketers send 2-3 emails per day. 12% send a weekly email.
77% of marketers have seen an increase in email engagement over the last 12 months.
Smartphone users prefer to receive brand communications via email.
Testing your emails leads to higher ROI.

The State of Marketing in 2024

HubSpot’s Annual Inbound Marketing Trends Report

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The Future of Marketing

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General Email Marketing Statistics and Best Practices

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

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There are 4 billion daily email users. This number is expected to climb to 4.6 billion by 2025. (Statista, 2021)
More than 347 billion emails are sent and received each day. (Statista, 2022)
64% of small businesses use email marketing to reach customers. (Campaign Monitor, 2021)
38% of brands are increasing their email budget, and just 10% are making cuts. (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 formats with images and/or videos have the highest performance. (HubSpot Blog Research, 2023)
The best time to send a marketing email is 9:00 AM – 12 PM EST, then 12:01 PM – 3 PM EST. The worst is 1 AM – 3 AM EST. (HubSpot Blog Research, 2023)

22% of marketers (or the companies they work for) send marketing emails 2-3 per day, and 21% send daily emails. 12% send a weekly email. (HubSpot Blog Research, 2022)

Most marketers determine the frequency of their email send based on past email engagement data. (HubSpot Blog Research, 2023)
87% of brands say that email marketing is very critical to business success. (Litmus, 2023)
77% of marketers have seen an increase in email engagement over the last 12 months. (Not Another State of Marketing, 2021)
Tuesdays are the best days to send an email for the highest performance, Sundays are the worst. (HubSpot Blog Research, 2023)
Most marketers say Apple’s Privacy Protection feature has not impacted the accuracy of the email marketing metrics they track. Those that have reported changes say it’s had the most impact on reporting accuracy for overall email traffic. (HubSpot Blog Research, 2023)
Personalization using dynamic content is the top personalization tactic used by email marketing teams. It’s also the best way to improve email performance. (Litmus, 2023)
The most effective email subject lines engage curiosity, include promotional offers, and are personalized to each recipient’s interests. (HubSpot Blog Research, 2021)
QA, A/B, and spam testing your emails leads to higher ROI. Enjoy up to a 28% higher return when you put testing to work for your email program. (Litmus, 2022)
85% of eCommerce marketers say their primary objective with email is increasing brand awareness. (HubSpot Blog, 2023)

Email Marketing Metric Statistics

The top two metrics marketers track for the emails they send are clickthrough 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 email clickthrough rate is 2.6-3%. (HubSpot Blog Research, 2023)
The average email click rate is 7-9%. (HubSpot Blog Research, 2023)
Emails with images offer an almost 10% boost in open rates.(GetResponse, 2022)
The average email delivery rate is 85.7% (Emai Tool Tester, 2023)
The average email delivery rate for Google is 95%, 91% for Microsoft, 81% for Yahoo, and 76% for AOL. (Email Tool Tester, 2023)

AI Email Marketing Statistics

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

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21% of Sales Professionals who use AI in their role say that it’s most useful for writing messages to prospects. 32% say it’s most useful for re-purposing messages by adapting them to a different audience. (HubSpot’s State of Generative AI, 2023)

Pro tip: Want to give AI a test drive for your marketing emails? Check out Campaign Assistant, HubSpot’s generative AI tool that creates customized emails in seconds.

B2B Email Marketing Statistics

Email is the third-highest owned media platform B2B marketers used to distribute content in the past 12 months. (Content Marketing Institute, 2022)
81% of B2B marketers say their most used form of content marketing is email newsletters. (Content Marketing Institute, 2020)
14.3% of all emails go missing or have been caught by popular spam filters. (Email Tool Tester, 2023)
B2B marketers say that new product and feature announcement marketing emails have the highest click-through rate. (HubSpot Blog Research, 2021)
Automation is primarily used in email marketing to send triggered emails, for drip or nurture campaigns, and segmentation. (Litmus, 2021)
B2B buyers and consumers feel overwhelmed by the volume of emails and 67% set up a junk email account to dodge unwanted emails. (Gartner, 2022)
The biggest blockers marketers face during email production are building (41%), designing (40%), and testing (39%). (Litmus, 2023)