Email marketing continues to be one of the most effective ways to reach and engage customers in today’s digital world.
As technology evolves, so do the strategies and trends of email marketing.
To stay ahead of the competition and achieve success in your email marketing campaigns, it is important to stay informed about the latest trends and insights.
In this article, we will dive into the most recent email marketing statistics for 2023 and discuss the trends that will shape the future of this essential marketing tool.
Suggested Reading: 10 Examples of Effective Email Newsletter Design
20+ Email Marketing Statistics and Trends
From open rates to click-through rates and beyond, we will provide you with the insights and information you need to take your email marketing strategy to the next level in 2023.
Email Marketing Revenue & Market
- Email marketing revenue stood at 7.5 billion USD in 2020 and is expected to cross 10 billion USD by 2023.
- The global email marketing software market size was 1.13 billion USD in 2020, with revenues forecast to surpass 2 billion USD by 2026.
- MailChimp is one of the leading B2B email marketing software-as-a-service companies with earnings of 800 million USD in 2020.
- In 2020, email marketing generated $7.5 billion in revenue globally and is projected to have a compound annual growth rate (CAGR) of 13.3% from 2020 to 2027, reaching $17.9 billion.
- The global email marketing software market was valued at $1.13 billion in 2020 and is expected to reach $2.28 billion by 2027 with a CAGR of 10.5%.
Email Marketing Usage & Adoption
- Over 80% of industry experts use email as part of their marketing strategy.
- 46% of mobile users prefer email as their preferred business communication method.
- Email remains central to digital communication and continues to grow in popularity, despite the increasing uptake of messengers, chat apps, and social media.
- In a 2021 survey of email marketers worldwide, Salesforce Marketing Cloud was the most popular email service provider (ESP), named by 23% of respondents, followed by Mailchimp at 21%.
- The top three marketing automation solutions among global industry professionals as of December 2022 were Hubspot, Active Campaign, and Adobe Experience Cloud, accounting for over 50% of the market, with Hubspot, estimated to be used by nearly 35% of customers.
Email Marketing Performance & Results
- High ROI: Companies can expect up to 45 USD for every ad dollar spent on email marketing.
- In a 2020 survey of marketers worldwide, for every $1 spent on email marketing, brands earned $36, with the highest ROI in the retail, e-commerce, and consumer goods sector at $45 per $1 spent.
- Two-thirds of marketers reported stable or improved results from their email campaigns in 2020.
- Click-to-open rate (CTOR) was 14% globally in 2020, with the publishing sector having the highest share of clicks.
- The average time spent reading brand emails has dipped from 13 seconds in 2018 to 10 seconds in 2021.
- The unsubscribe rate of marketing emails worldwide in 2020 was 0.1%. The highest rate was in Australia at 0.2%.
- In September 2021, the inbox delivery rate of emails sent using ActiveCampaign was 86.53%, the highest among the providers presented, while the rate for MailChimp was 79.92%.
Email Marketing Impact & Benefits
- Marketing automation and technology are key to maximizing campaign effectiveness.
- In February 2022, a survey of marketers worldwide found that 43% said improving customer experience was the most significant advantage of marketing automation.
- 38% of respondents in the same survey cited better use of staff time, and 35% said it improved data and decision-making.
- 32% of respondents reported using AI and marketing automation for paid advertising and personalizing email messages and offers, while 22% used it for product and content recommendations and personalizing email subject lines.
- A 2022 survey of healthcare marketers in the US found that 33% used Salesforce Marketing Cloud for marketing automation, making it the most widely used tool in the country.
Source: Statista
Suggested Reading: How To Use Email Marketing To Win-back Customers (with examples)
Key Learnings From These Email Marketing Statistics
The number of global email users continues to rise, with an estimated 4.6 billion users by 2025. This highlights the importance of having an effective email marketing strategy in place.
With the rise of mobile email usage, brands should consider optimizing their emails for mobile viewing to ensure a seamless experience for their audience.
The average time spent reading brand emails has decreased from 13 seconds in 2018 to 10 seconds in 2021, highlighting the need for concise and engaging content.
Brands should focus on creating high-quality content that captures the attention of their audience and drives action, whether it’s a click-through to a website, a purchase, or another desired outcome.
Additionally, as a majority of email opens occur on mobile, brands should make sure that their emails are responsive and easy to view on any device.
Conclusion
Email marketing continues to be a key player in the world of digital marketing. With a projected compound annual growth rate of 13.3% from 2020 to 2027 and a high return on investment of $36 for every $1 spent, it is clear that businesses are recognizing the value of this strategy.
The growing number of email users worldwide, combined with advancements in marketing automation and technology, provides ample opportunity for companies to reach their target audience effectively and efficiently.
As email usage and demand continue to rise, businesses must stay informed of the latest trends and insights to ensure their campaigns are successful.
By keeping up with the latest innovations and best practices, businesses can maximize the impact of their email marketing efforts and reap the benefits of this powerful tool.
Ali is a digital marketing blogger and author who uses the power of words to inspire and impact others. He has written for leading publications like Business2Community, Inc. Magazine, and Marketing Profs. When not writing, he enjoys spending time with his family.