The Ultimate List of Email Marketing Stats for 2021

Email Marketing: Nowadays, marketers are putting a lot of emphasis on webinars, video campaigns, and other new ways to reach their customers.

But don’t distract your modern methods of communication from one of the oldest yet most effective messaging channels – email.

You may be wondering if the email is still a worthwhile marketing strategy. Well, it is.

It actually generates email $ 42 for every $ spent, which equates to an amazing 4,200% ROI, making it one of the most effective options available.

If you’re still hesitating, read on – we’ve compiled a list of email marketing stats for 2021 to show you just how powerful email can be.

Email Marketing
Email Marketing

General email marketing statistics and best practices

  • The global email marketing market was valued at $ 7.5 billion in 2020 and is projected to grow to $ 17.9 billion by 2027. (Statista, 2021)
  • There are 4 billion email users every day. This number is expected to rise to 4.6 billion by 2025. (Statista, 2021)
  • More than 306 billion emails are sent and received every day. (Statista, 2021)
  • The number of active email accounts topped the 5.6 billion mark in 2019. (Statista, 2019)
  • 64% of small businesses use email marketing to reach customers. (Campaign Monitor, 2021)
  • More than 40% of marketers have seen budget cuts on email since the pandemic. (litmus, 2020)
  • Across all industries, the average email open rate is 19.8%, the click rate is 11.3%, and the bounce rate is 9.4%. (Constant contact, 2021)
  • Marketers using segmented campaigns see sales increases of up to 760%. (Campaign Monitor, 2019)
  • 4 out of 5 marketers said they would rather be without social media than email marketing. (litmus, 2020)
  • 35% of marketers send their customers 3-5 emails a week. (No other state of marketing, 2020)
  • 78% of marketers in 2020 said email is important to the overall success of the business, compared to 71% in 2019 (litmus, 2020)
  • 78% of marketers saw an increase in email engagement over the past 12 months (No other state of marketing, 2020)
  • 31% of B2B marketers say email newsletters are the best way to nurture leads. (Content Marketing Institute, 2020)
  • The US spent over $ 350 million on email advertising in 2019. (Statista, 2019)
  • Brands that always include an A / B test in their emails get a 48: 1 ROI. (litmus, 2019)
  • Globally, Fridays have the highest email open rates (almost 19%) compared to the lowest open rates (17%) on Saturdays. (Campaign Monitor, 2021)
  • 66% of marketers believe that artificial intelligence is a way to optimize the sending times of emails. (Statista, 2019)
  • 23% of brands have already experimented with interactive elements in email, with another 32% planning to try it out soon. (No other state of marketing, 2020)

B2B email marketing statistics

  • 81% of B2B marketers say their most common form of content marketing is email newsletters. (Content Marketing Institute, 2020)
  • 16% of all emails never make it to the inbox. (Email tool tester, 2019)
  • On average, B2B companies send out an email marketing campaign every 25 days. (SuperOffice, 2020)
  • 31% of B2B marketers say email newsletters are the best way to nurture leads. (Content Marketing Institute, 2020)
  • 87% of B2B marketers say email is one of their top free organic sales channels. (Content Marketing Institute, 2020)
  • 90% of content marketers say email engagement is the most important metric they track to measure content performance. (Content Marketing Institute, 2020)
  • 89% of all B2B email campaigns are sent from a company name. (SuperOffice, 2020)
  • The second most common technology B2B companies use to support content marketing is email marketing software. Around 85% of marketers say they use these tools. (Content Marketing Institute, 2020)

Mobile Marketing Statistics

  • Nearly 55% of the world’s website traffic is generated from mobile devices, except tablets. (Statista, 2021)
  • Apple iPhone native email app has the highest market share, followed by Gmail. (Litmus laboratories, 2021)
  • Almost one in five email campaigns is not optimized for mobile devices. (SuperOffice, 2020)
  • Adopting a mobile-friendly email design can increase unique mobile clicks by 15%. (MailChimp, 2019)
  • Mobile-friendly email is the second most popular tactic used by email marketers to improve their performance. (HubSpot, 2020)
  • 9.3% of email clicks come from tablets rather than smartphones or computers. (MailChimp, 2019)
  • Although people mostly check email on iPhone devices, Gmail is still the most widely used email service with over 1.5 billion users (CNBC, 2019)

B2C email marketing statistics

  • Your audience will reward you with higher open and click rates if you don’t send out more than five newsletters per week. (Receive answer, 2020)
  • 60% of retail, e-commerce, and consumer goods and services companies personalize the email based on previous purchases, up from 38% in 2019 (Litmus, 2020)
  • More than 8 out of 10 people open a welcome email and generate 4x as many opens and 10x as many clicks as other email types. (Receive answer, 2020)
  • The single-message autoresponder email had a staggering 98% open rate and 37% click-through rate. (Receive answer, 2020)
  • Almost 22% of all email campaigns are opened within the first hour of being sent. (Receive answer, 2020)
  • 45% of internet users avoid opening emails from unknown addresses. (Statista, 2019)

Email Marketing Demographics 2021

  • 99% of email users check their inbox every day, some even 20 times a day. Of these people, 58% of consumers check their email first thing in the morning. (OptinMonster, 2020)
  • 40% of consumers say they have at least 50 unread emails in their inboxes. (HubSpot, 2020)
  • Emails from independent artists, writers, and performers have the highest open rate at 34.4%, followed by Education (34.1%) and Travel & Tourism (32.6%). (Constant contact, 2021)
  • On average, the consulting services industry has the highest email click-through rate at 25%, followed by administration and business support services at 20%, and home and building services at almost 19% in third place. (Constant contact, 2021)


  • 26% of retail emails are falling, well above the average bounce rate of 9% for all industries. (Constant contact, 2021)
  • 20% of retail, e-commerce, consumer goods and service companies personalize the email based on gender, race, ethnicity, up 11% in 2019. (litmus, 2020)
  • 59% of Millennials use their smartphones primarily to check emails, while 67% of Generation Z use their mobile phones to scan their inboxes. (Blue core, 2021)
  • 74% of baby boomers think email is the most personal channel for receiving communications from brands, followed by 72% of Gen X, 64% of Millennials, and 60% of Gen Z. (Blue core, 2021)


  • 91% of women in the US use email compared to 89% of men. (Statista, 2019)
  • Asian Americans are the most popular email users in the US (92%), followed by White users (91%), African American users (88%), Hispanic users (85%), and Native American or Alaskan users (83%) ). (Statista, 2019)

Apply your email knowledge

Many of the data points will help you invest more time and money in your email marketing strategy. You can always refer to this post, but you can also apply it to your next campaign.

Editor’s note: This blog post was originally published in March 2019 but has been updated for completeness and timeliness.