Email is a key marketing channel for nearly all businesses. It also happens to be one of the most data-rich marketing channels. As a result, there are plenty of email marketing statistics that can be leveraged by email marketers to fine-tune their management of the channel.
Below, we've aggregated email marketing statistics across several important categories. The data below can be used to validate the importance of mobile, learn what causes recipients to open emails or unsubscribe, and size the market for abandoned cart emails and business email compromise.
Table of Contents
- Email Marketing Statistics
- Average Email Performance in 2020
- The Importance of Mobile
- Capturing Recipient Attention is Difficult
- What Makes Subscribers Unsubscribe?
- The Value of Abandoned Cart Emails
- A Significant Percentage of the Workweek is Spent on Email
- The Cost of Business Email Compromise
- Gmail Statistics
- Email Sign-up Form Placement
Email Marketing Statistics
We've aggregated email marketing statistics across several important categories. Each of the data points below comes from a trustworthy source that is listed at the bottom of the article.
Average Email Performance in 2020
- The average open rate for all emails is 18.0%
- The average click-through rate for all emails is 2.6%
- The average click-to-open rate for all emails is 14.1%
- The average unsubscribe rate for all emails is 0.1%
The Importance of Mobile
- Mobile devices account for 48% of email opens
- 69% of mobile users delete emails that aren’t optimized for mobile
- Emails being opened on mobile increased by 330 percent in 2013
Capturing Recipient Attention is Difficult
- The average attention span of humans is 8 seconds.
- 97% of emails are only opened once.
- 64% of people decide if they will open an email based on who the email is from.
- 47% of people open their emails based on the subject line.
- An average office worker receives 121 emails a day and sends around 40 business emails daily.
What Makes Subscribers Unsubscribe?
- 69% said they hit the unsubscribe button because they were getting too many emails from a brand.
- 56% of people who have unsubscribed from marketing emails say the content no longer feels relevant to them.
The Value of Abandoned Cart Emails
- An estimated $4 trillion of revenue is lost every year on abandoned carts that are never recovered.
- 65% of abandoned carts can be recaptured within 24 hours.
- Emails sent within 60 minutes of a cart abandonment have a 40% open rate.
A Significant Percentage of the Workweek is Spent on Email
- For the average office worker, one-third of the workweek is spent on email.
- For the average executive, a total of 11.7 hours is spent processing emails at work and about 5.3 hours from home each week.
- In 2017, people were working an average of 9.5 hours a week at home after hours. Half of that time was spent answering emails.
- Each day, managers and professionals send or receive 86 work-related emails while at work and 25 while at home.
The Cost of Business Email Compromise
- The Federal Bureau of Investigation’s Internet Crime Complaint Center (IC3) estimates global exposed dollar losses to business email compromise fraud exceeded $26 billion between 2016 and 2019.
- US victims accounted for 69,384 of total number of reported incidents between October 2013 and July 2019, with exposed dollar losses of $10.1 billion over the period.
- Business email compromise scams lead to $700 million in business losses each month.
- The number of Gmail emails being opened fell by 18% after the introduction of tabs.
- 66% of Gmail email are read on a phone.
- In 2017, Gmail was the dominant mailbox provider for ages 14-19 (83.5%), 19-34 (77.3%), and 56-67 (42.5%).
Email Sign-up Form Placement
- For the top 500 internet retailers, the most common stationary placement position for email sign-up is the footer (80.4%), followed by the header (22.4%).
- 33% of the top 500 internet retailers use a pop-up for email registration.
- Only 1.4% of the top 500 internet retailers do not feature an email sign-up form on their websites.