Email Marketing by the Numbers: A Smart Investment


No matter where your business is located, email marketing is one of the best channels you can use to increase the visibility of your brand, drive conversions, and boost revenue.

It’s important for any business to master email marketing. The question is: how do you do so? Just like any other marketing strategy, the first step is always getting a hold of specific data. By studying the right data, you gain valuable insight that will help you ensure the success of your campaigns.

Depending on your type of business, the “right data” can mean different things. However, there is data that can be applied to all businesses, regardless of their location, product or service, and type of audience. This includes data such as click-through rates, unsubscribe rates, and mobile usage.

Now, if you’re wondering where to get all this data, don’t worry—we’ve got you covered! Check out these email marketing statistics.

  • Revenue

In addition to the fact that email marketing has a 4,400% ROI, research reveals that customers who visit your site and make a purchase via an email link spend 138% more than your other customers.

  • Popularity and frequency of use

According to Statista, there are already more than 3.8 billion email users worldwide as of 2018. The statistics and market research firm predicts that this number will reach more than 4.2 billion by the end of 2022.

People also tend to use more than one email address. On average, it was found that people had 1.75 email addresses.

Every day, users from across the globe send out 281.1 billion emails. This amounts to over 195 million emails sent every sixty seconds.

  • Preference for mobile

Nowadays, people prefer to check their email on mobile devices rather than desktop or laptop computers. Countries that check their email on mobile devices most often include:

    • United States – 65%
    • Australia – 63%
    • France – 60%
  • Prevalence of spam

As long as people continue to use email, there will be spam. That being said, some countries send much more spam than others. During the second quarter of 2018, nearly 50% of spam came from just these five countries:

  1. China – 14.3%
  2. United States – 12.1%
  3. Germany – 11.1%
  4. Ukraine – 4.6%
  5. France – 4.4%
  • Engagement rates

Click-through rates (CTR) differ from region to region, with North America’s CTR averaging 3.1% and the United Kingdom averaging just slightly higher at 4.19%.

Unsubscribe rates vary by region as well. The United States has an average unsubscribe rate of 0.112%, while Canada and Europe have an average unsubscribe rate of 0.017% and 0.091%, respectively.

Now that you have all this data at hand, use it to your advantage and level up your email marketing campaigns for the rest of 2019.

If you want more detailed information, you can take a look at the infographic below.



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