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The State of MarTech Report

There has never been a more exciting time to work in marketing and technology. The world was already digitising rapidly, but the pandemic has accelerated this digital transformation. Companies that have been forced to adapt to evolving customer behaviours to survive now have an opportunity to thrive.

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Email Marketing: Stats and Trends for 2022

"Emails?!" I hear you ask. "You mean, Electronic Letters? Letters, like the Victorians sent? No thanks. I'm currently beaming my work meetings through the Metaverse. Look, we're on Mars"

Games Send GIF by Dark Igloo

Have you ever heard the phrase 'If it ain't broke?". It's something that's pretty applicable to email marketing.

Recently, marketers have been putting a bunch of emphasis on webinars, social media, video marketing, or anything shiny they come across.

But anything new and exciting shouldn't distract you completely from the fundamental and effective methods of marketing. 

Email generates $42 for every $1 spent which is an astounding 4,2000% ROI. So it may be old, but it's not old hat. Plus, more than three-quarters of marketers report the effective of their emails is improving, or at least holding steady. 

So, what does the email marketing landscape of 2022, and how can you best use it to your advantage? Well, let's find out. 

Email Marketing Statistics for 2022

number-of-email-users-per-year-by-Statista


B2B Email Marketing Statistics

B2C Email Marketing Statistics

B2C-email-marketing-stats-1024x503

Email Marketing Demographics

  • 99% of email users check their inbox every day, with some checking 20 times a day. Of those people, 58% of consumers check their email first thing in the morning
  • 40% of consumers say they have at least 50 unread emails in their inbox.
  • Emails sent by independent artists, writers, and performers have the highest open rate at 34.4%, followed by education (34.1%) and travel and tourism (32.6%).
  • On average, the highest email click-through rate goes to the Consulting services industry at 25%, with Administrative and Business Support services in second at 20%, and Home and Building services in third at nearly 19%.
  • 26% of retail emails bounce, putting it well above the 9% average bounce rate for all industries
  • 20% of retail, e-commerce, and consumer goods and services companies are personalizing emails based on gender, race, ethnicity, versus 11% in 2019.
  • 59% of Millennials primarily use their smartphone to check email, while 67% of Generation Z scans their inbox on mobile
  • 74% of Baby Boomers think email is the most personal channel to receive communications from brands, followed by 72% of Gen X, 64% of Millennials, and 60% of Gen Z
  • 91% of women in the US use email, compared to 89% of men
  • 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 American Indian or Alaskan Native users (83%).

Automation Statistics

Segmentation and Personalisation Statistics

  • Marketers who use segmented campaigns note as much as a 760% increase in revenue
  • 20% of retail, e-commerce, and consumer goods and services companies are personalising emails based on gender, race, ethnicity.
  • Segmented email campaigns show 50% higher CTR than untargeted campaigns.
  • The top 3 reasons for using personalization in email marketing are improved open rate (82%), higher CTR (75%), and better customer satisfaction (58%).
  • Top 3 email marketing tactics are: list segmentation (51%), personalization (50%), and triggered emails (45%).
  • During a SuperOffice email marketing experiment, a segmented email campaign earned a 94% open rate and a 38% CTR, versus 42% open rate and 4.5% CTR in a non-segmented email campaign.

EconsultancyUplandAdestra-Desired-Email-Marketing-Improvements-Oct2019

  • Marketers who send segmented campaigns notice a 760% increase in revenue.
  • 88% of users agree they are more likely to respond to an email favourably if it looks like it’s been specifically created for them.
  • 62% of emails are opened thanks to a personalised subject line.
  • By addressing the recipient by their name, you can increase open rates and CTR up to 35%.
  • 10% of respondents are annoyed by too little or no personalization.
  • According to the respondents, the most frustrating things about personalisation are: recommending items that don’t match their interests (34%), expired offers (24%), name misspelling (15%), inappropriate season or location offer (14%), already purchased promotions (13%).
  • Emails with personalized subject lines can increase open rates by 26%.
  • Segmented email campaigns caused a 760% increase in revenue.
  • Segmented campaigns had 100.95% clicks compared to non-segmented emails globally
  • Through proper targeting, marketers can drive three times the revenue per email of broadcast emails
  • 74% of marketers said that customer engagement increases through targeted personalisation

Click-Through & Open Rates Statistics

  • The average open rate for email newsletters across all industries is 21.33%
  • Friday is the best day to send emails, with the highest open (18.9%) and click-through rates (2.7%)
  • Emails related to the Government and Non-profit sectors receive the highest open rates
  • Plain-text emails have higher performance, even though most respondents stated they preferred image-based HTML emails.
  • 63% of people said that they open an email to find discounts
  • Welcome emails have the highest open rates (91.43%) with an average CTR of 26.9%, outperforming other email marketing types.
  • The average click-to-open rate for all industries is 14.1%.

Mobile Email Marketing Statistics

This post is part of our Martech stats series, which compiles key data and trends. Others include: