100+ Must-Know Email Marketing Statistics for 2027

Email marketing isn’t just about sending messages to inboxes anymore; it’s a dynamic ecosystem where innovation, personalization, and data-driven decision-making converge to create powerful results.

Whether you’re a seasoned email marketer or just getting started, these 100+ stats will provide valuable insights, trends, and benchmarks that can guide your campaigns to success in the ever-evolving digital landscape.

So let’s up your email marketing game, dive into the numbers, and discover how this tried-and-true channel is transforming into an even more potent tool for businesses and marketers alike.

Table of Contents

• Editor Picks
• General Email Overview
• Email Strategy
• Email ROI
• Email Personalization
• Email Automation
• AI in Email
• Mobile Email
• B2B Email
• Just For Fun

Top 10 Editor Picks

• Over 91% of Americans use email.
  
• 35% of consumers in the U.S. have two email addresses and 28% have over four.
  
• In 2023, an average of 347.3 billion emails are sent and received per day—a 4.3% increase from the previous year, and it’s forecasted to increase further by a similar margin in 2024, hitting 361.6 billion.

• 99% of users check their email every day. Of those email users, 58% of consumers check their email first thing in the morning.
  
• 40% of users have at least 50 unread emails in their inbox.
  
• 63% of people said that they open an email to find discounts.

• Consumers spend an average of 10 seconds reading brand emails.
  
• 1 in every 6 emails is sent in the spam folder.

Email Strategy Statistics

• Types of emails marketers send include:

• Adding videos to your emails can increase open rates by 300%.
  
• On average, video thumbnails can increase clicks by 22%.
  
• Welcome emails generate 320% more revenue per email than promotional ones.
  
• More than 8 out of 10 people will open a welcome email, generating 4x as many opens and 10x as many clicks as other email types.
  
• Abandonment cart emails have 45% open rates, and 21% of them are clicked on. Plus, half of the users that clicked completed a purchase.
  
• Including an emoji in your subject line can increase open rates by 45%.
  
• 45% of users say they open emails based on who they’re from, and 33% open them based on the subject line.
  
• Emails with graphics have a 1.12% higher click-through rate than emails without any.
  
• Out of the received emails, consumers are more likely to buy from emails that include a coupon or discount (67%), check-in with consumers (33%), and business updates (28%).
  
• The three most common actions users take after reading an interesting marketing email are making an online purchase (27.1%), visiting a company’s website (26.2%), and making a purchase at a retail store (21.6%).
  
• When text in a call-to-action button is changed from second-person viewpoint to first-person viewpoint, clicks improve by 90%.
  
• When you include a call-to-action button in your emails as opposed to a text link, conversion rates can increase by up to 28%.

• Your audience will reward you with higher open and click rates if you don’t send more than five newsletters a week.
  
• Nearly 22% of all email campaigns are opened within the first hour of sending.

Email ROI Statistics

• Email generates $36 for every $1 spent, meaning email marketing ROI is 3600%.
  
• Other stats show that for every $1 you spend on email marketing, you can expect an average return of $40.
  
• 18% of companies achieve email marketing ROI greater than $70 per $1 invested.
  
• 60% of consumers have completed a purchase after receiving a marketing message by email.

• 59% of people say that email marketing influences their purchase decisions.

• When marketed via email, consumers tend to spend 138% more than shoppers that do not receive email offers.
  
• Only 30% of brands believe that they can measure their email marketing ROIs adequately.

Email Personalization Statistics

• Personalization is a top priority for 55% of email marketers.

•  52% of consumers say they’ll go somewhere else to find what they’re looking for if an email is not personalized.
  
• 74% of Baby Boomers consider email to be the most personal means of communicating with their brands of choice.

• Personalized emails are opened 82% more than generic emails.
  
• The top 10 elements used to personalize marketing emails include:

(Image Source)

• In another study, 66% of marketers personalize their emails based on subscriber age data.
  
• Personalized abandoned cart emails work – 60% of shoppers returned to complete their purchase after receiving one.
  
• Personalized emails can produce six times more transactions than non-personalized emails.
  
• According to consumers, the most frustrating things about personalization 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%).

• Segmenting campaigns leads to a revenue increase of up to 760%!
  
• Personalization in email messages improves open rates by 29% and click-through rates by 41%.
  
• Personalized subject lines increase email open rates by 26%. (Campaign Monitor)

• The top three reasons email marketers use personalization are improved open rate (82%), higher CTR (75%), and better customer satisfaction (58%).

• By addressing the recipient by their name, you can increase open rates and CTR up to 35%.
  
• Personalized emails have 29% higher unique open rates and 41% more unique click rates than non-personalized emails.

• 60% of retail, e-commerce, and consumer goods and services companies are personalizing emails based on past purchases, versus 38% in 2019.

Email Automation Statistics

• Marketing automation software users can benefit from a 451% increase in qualified leads.
  
• 35% of marketers use marketing automation software for content creation and email outreach services.
  
• 67% of marketers use automation for drip or nurture campaigns.
  
• 56% of marketers use automation for segmentation purposes
  
• 68.5% of marketers believe that automation improved the targeting of messages.
  
• 82% of marketers use automation to create triggered emails which result in 8 times more opens and greater earnings than typical bulk emails.
  
• The best tactics for automation are mapping the customer experience (53%) and the use of personalized messages (51%).

• The single message autoresponder email had an astonishing 98% open rate and a 37% click-through rate.
  
• Automation tools are used for sending all types of emails:
  – welcome emails (47%)
  – promotional sales emails (46%)
  – transactional emails (28%)
  – invitations and reminders (27%)
  – blog updates (26%)
  – upselling emails (23%)
  – event-triggered emails based on customer lifecycle (15%), etc.

AI in Email Statistics

• 95% of marketers who use generative AI for email creation rate it “effective”, with 54% rating it “very effective.”
  
• 43% of marketers who use generative AI say that it’s most helpful for creating emails.
  
• 38% of marketers who use AI use it to write emails.
  
• Revenue increased by 41%, and CTR increased by 13.44% for marketers who utilize AI for email personalization.
  
• 21% of sales professionals who use AI in their role say that it’s most useful for writing messages to prospects. 32% say it’s most useful for re-purposing messages by adapting them to a different audience.

• 77.5% of business executives use AI to personalize marketing emails.
  
• AI-written email subject lines increase open rates by 5-10%.
  
• 58% of marketers are confident that AI can improve email newsletters.
  
• 51% of marketers find AI more effective than traditional non-AI approaches in email marketing

• 38% of marketers consider AI-powered email analytics safe to use.

(Image Source: Selzy)

Mobile Email Statistics

• A majority of email views come from mobile devices (41%), followed by desktop (39%).

• 46% of smartphone users prefer to receive communications from businesses via email.
  
• Apple iPhone’s native email app has the highest market share, followed by Gmail.
  
• Nearly 1 in 5 email campaigns is not optimized for mobile devices.
  
• Launching a mobile-responsive email design can increase unique mobile clicks by 15%.
  
• 56% of marketers leverage mobile-friendly emails in their email marketing strategy.
  
• 25% of people who opened an email over their mobile device will view it once again.
  
• 40% of people aged 18 years or below will always open the email first on their mobile device.

B2B Email Statistics

• 77% of B2B buyers prefer to be contacted over email – more than double any other channel.
  
• 87% of B2B marketers use email for distributing content.
  
• 93% of B2B marketers distribute content via email.

• 64% of small businesses use email marketing to reach customers.

• Email marketing is used mostly for lead generation (85%), sales (84%), lead nurturing (78%), and customer retention (74%).

• 40% of B2B marketers say email marketing is a tactic that is critical to their success. 
  
• 31% of B2B marketers stated that the best way to nurture leads is via email newsletters.

• The average email open rate for B2Bs is 15.1%.
  
• Email marketing (84%) is the most implemented marketing tactic in B2B business, followed by:
  – social media & social media advertising (75%)
  – blogging & content marketing (69%)
  – SEO (60%),
  – tradeshows & events (54%)

Fun Email Facts

• The first recorded use of an emoticon in email, 🙂 (a smiling face), was sent by computer scientist Scott Fahlman in 1982.
  
• The first unsolicited email, which we now refer to as “spam,” was sent in 1978 when Gary Thuerk, a marketer, sent an email promoting a new computer to 393 recipients.
  
• The largest generator of spam email in the world, Rustock botnet began around 2006 and came to an end in March 2011. The network was sending out 44 billion spam emails daily, close to half of the spam in the world.
  
• The “@” symbol, now an integral part of email addresses, was chosen by Ray Tomlinson, the inventor of email, to separate the user’s name from the host computer’s name.
  
• The famous “You’ve got mail!” voice used in AOL’s email service was provided by Elwood Edwards, the husband of an AOL employee.
  
• The first US President to send an email while in office was President Bill Clinton. Clinton emailed astronaut John Glenn who was on the Space Shuttle in orbit.
  
• In 2009, more than 10,000 usernames and passwords obtained from a phishing attack were posted online.  Bogdan Calin, an internet security specialist, looked at the data, and found the most frequently used passwords at the time:
  • 123456
  • 123456789
  • 111111
  • America
  • Iloveyou
    
• In 2000, the Pentagon accidentally included Claire McDonald, a schoolgirl in the United Kingdom on a top-secret email list. It took them four years before they realized they had included her.

What Email Marketing Statistics Tell Us About 2027

The latest research suggests that email marketing success is becoming less about sending more messages and more about making every message count.

Automation is outperforming traditional campaigns on a per-send basis. Behavior-triggered emails reach consumers when they have already demonstrated interest, helping explain why automation produces a disproportionate share of email revenue.

AI is helping marketers work more efficiently. From campaign production to predictive segmentation, AI offers opportunities to improve both productivity and personalization. But successful adoption requires accurate information and well-defined goals.

Customer data is becoming even more important. Marketers need more than an email address to understand what customers want. Demographic information, household characteristics, purchase behavior, and life event signals can help brands develop more relevant audience segments.

Engagement quality matters more than volume. As open tracking becomes less reliable, marketers should focus on meaningful clicks, conversions, revenue, and customer retention.

For B2C marketers, the opportunity is to combine better data with smarter automation and more relevant messaging.

PGM helps marketers strengthen that foundation with consumer data, email append, household insights, and mover intelligence that support more targeted marketing campaigns.