| Last updated: December 2018

Email facts

email stats There are over 6.32 billion email accounts accounts. This figure is predicted to reach 7.71 billion by 2021 which is a growth of more than 22% - Radicati Group (2017)

There are 3.7 billion email users worldwide who send and receive about 269 billion emails per day. - Radicatti Group (2017)

3,104,450,712 legitimate emails are sent every hour. - Internetlivestats (2018)

The number of email users is still growing. 72% of EU individuals aged 16 to 78 use internet to send / receive emails in 2017. Compare this to only 48% in 2007. – Eurostat “Individuals using the internet for sending/receiving e-mails” (2018)

People prefer email for commercial communications

81% of US online shoppers are more likely to make additional purchases, either online or in a store, as a result of emails based on previous shopping behaviors and preferences. - Harris Interactive

More than 60% of customers (those 25 or older in particular) would prefer to be contacted by brands via email. Adobe “Email Use 2017 – US Report“ (2018)

72% of consumers say that email is their favored conduit of communication with companies they do business with. 61% say they like to receive promotional emails weekly and 28% want them even more frequently. - MarketingSherpa (2015)

70% of consumers find email to be their #1 preferred channel for recieving commercial messages - CG Selections "Nationaal Email Onderzoek" (2017)

66% of consumers have made a purchase online as a direct result of an email marketing message - Direct Marketing Association (2013)

One in five (19%) of consumers said they read every email newsletter they receive just to see if something’s on offer. - Forrester Research "North american technographics survey" (2014)

In 2014 consumers delete less promo emails without looking, down 25,4% relative to 2010. - Forrester Research "North american technographics survey" (2014)

Email is going mobile

email stats

By the year 2018 worldwide mobile email users are expected to total over 2.2 billion. - The Radicati Group "Email Statistics Report 2014-2018"

Mobile email will account for 20 to 75% of email opens, depending on your target audience, product and email type. - eMailmonday “the Ultimate mobile email stats” (2017)

More email is read on Mobile than on desktop email clients. Stats say 51% of email is now opened on a mobile device – Litmus “Email Client Market Share Trends for 2017” (2017)

More useful mobile email marketing statistics here.

And email marketing?

80% of content marketers use email marketing - CMI "B2B Content Marketing Research" (2014)

55% of companies generate more than 10 percent of sales from email - Econsultancy "Emailmarketing census"(2014)

Marketers consistently ranked email as the single-most-effective tactic for awareness, acquisition, conversion, and retention. - Gigaom Research "Workhorses and dark horses: digital tactics for customer acquisition" (2014)

The worldwide market for email marketing will reach US $22.16 Bn in 2025. The industry has an expected annual growth rate of 19.60%. - Transparency market research “Email Marketing Global Industry Analysis” (2017)

Email is almost 40x better at acquiring new customers than Facebook and Twitter - McKinsey & Company (2014)

42% of businesses say email is one of their most effective lead generation channels. And for B2B marketers, 88% say email is the most effective lead generation tactic – Circle Research (2012)

DMA research puts the ROI of email marketing in 2017 at US$ 30.01, better than any other direct marketing channel - DMA UK "Email tracking study 2017".

Email Marketing is the biggest marketing channel on Black Friday, driving 28% of revenue. Email marketing was the biggest in sales on Black Friday. While sometimes behind online search (free and paid), on Black Friday email marketing was the primary channel. - Ometria (2017)

88% of marketeers say emailmarketing is bringing them a positive ROI. – ExactTarget “2014 State of Marketing”

... but why not calculate your own email marketing ROI

Useful reading

Media hype often leads to "email is dead" headlines, followed by praise for whichever new technology killed email this time.

Numerous authors have addressed this issue of email's longevity and use. Here a selection:

"Email is not dead because people want to write to one another, using their email accounts, in more than 140-character bursts," - Neil Schwartzman, Executive Director, CAUCE

"Email is not going to disappear. Possibly ever. Until the robots kill us all," says Paul Buchheit, a founder of FriendFeed