10 Insane Statistics that Prove Why Email Marketing is More Powerful than Ever

By Rhiza Oyos on October 02, 2017
Rhiza Oyos

Email has been around long before there was the internet; in fact, the first email ever sent—back in 1972 by an American computer programmer named Ray Tomlinson—became one of the precursors to the birth of the internet.

In other words, email marketing is the oldest and most matured player in the digital marketing game.

Many would take that literally though; that email is old fashioned and not as effective as its contemporary siblings—mobile marketing and social media.

While it is true that mobile marketing and social media have the ability to reach a huge amount of people you otherwise wouldn’t be able to reach, data continuously prove that email marketing is more powerful than ever today.

Here are 10 mind blowing statistics that will show you why you should take email marketing more seriously now more than ever. Ready? Let's do it.


1. There are 3.7 billion email users worldwide, even social media can’t compete.

According to Statista, the number of email users is set to grow from 3.7 billion in 2017 to 4.1 billion users by 2021. To put this in perspective, the number of social media users is at 2.46 billion in 2017 with projected growth of 3.02 billion by 2021. 

This is not to say that you have to ditch your social media campaigns and focus on email marketing, nope. 2.46 billion is still an insane amount of users! Winning on social media is an entirely different ball game. This data just proves that email is widely used by a lot more people around the world, and therefore should not be taken lightly.

2. Email’s return of investment is crazy.

According to a VentureBeat study, email has an estimated ROI of $38 for each $1 spent. Another study by Direct Marketing Association shows that email has an ROI of 4300%. (Say what?)

I don’t know about you, but that is a lot of ROI. In fact, the biggest ROI we've seen among all of the marketing channels ever.

3. Email is the most widely used smartphone feature.

88% smartphone owners open email on their mobile phones, which make email a more widely-used smartphone feature than social networking, video watching, text messaging, etc.

With over 4 billion smart phone users in 2017, you want to make sure your marketing campaigns reach your target market right in their mobile devices.

Who’s saying email is old school now?

4. Consumers actually enjoy receiving promotional emails.

Contrary to assumptions (that people don’t like receiving promotional emails), a vast majority of consumers actually do like receiving them.

According to Marketing Sherpa, 96% of people earning $75,000 - $99,900 would like to receive promotional emails from companies they do business with. Furthermore, about 60% want to receive their promotional emails weekly. 

The caveat, of course, is that they know the brand they’re receiving promotional emails from. You have to make sure your recipients know who you are.

5. Email has the power to influence purchase decisions.

According to Convince and Convert, 44% of email recipients make at least one purchase in a year based on promotional email.

More so, customers who buy products marketed through email spend 138% more than those that do not receive email offers. It seems that consumers use emails for shopping and finding deals.

6. Email is a great tool to know your customer better.

According to Salesforce, 41% of businesses mine their data from the performance of their email marketing campaigns.

Aside from explicit data customers willingly provide (Name, birthday, age, gender, among other things), there are countless of ways to understand your customer better through their online activity, engagement, and behavior.

Product reviews and email surveys are also great ways to gather information.

7. Automated and transactional emails convert really well, even when you’re not doing anything.

Marketers love automated emails because they set them up one time and they are automatically sent out on specific triggers. Apparently, recipients like them too.

According to Epsilon, automated email messages have 70.5% higher open rates and 152% more click through rates than “business as usual” marketing messages.

Furthermore, transactional emails (emails triggered by user’s purchase behavior) have 8x more opens and clicks than any other type of email, and can generate 6x more revenue.

Not bad at all, especially from something that doesn’t require so much effort.

8. Millennials actually like emails.

You know that generation that were born and raised in the digital age where everything is searchable on Google and anything can be bought online?

Studies show that Americans born between 1985 to 2000 will have $200 B in buying power by 2017, and as marketers, we all want to understand this curious case of the millennial generation and how to communicate with them.

Good for us, a Litmus study shows that 73% of millennials prefer receiving corporate communication via email, and 70% of millennials check email outside work hours. Hmm.

Emails are no obsolete to this generation 'yo!

9. Email marketing is the best marketing strategy for retail.

Consumers don’t only like promotional emails, retail professionals think they’re the best strategy for customer acquisition and retention too.

According to Emarketer, over 80% of surveyed retail professionals in the US say that email marketing wins in growing businesses and retaining customers.

Other customer acquisition tactics preferred by retail professionals are organic search (62%), paid ads (59%) and social media (51%), but even these tactics fall short when it comes to customer retention. Only email marketing is considered best for both acquisition and retention.

10. B2B marketers consider email essential to their business growth.

Email is not just for retail or consumer brands, B2B organizations depend on email to grow their businesses too.

According to Salesforce, 73% of B2B marketers say that email marketing is essential to growing their business. A separate Hubspot study, meanwhile, shows that 59% of B2B marketers cite email as the most effective channel for generating revenue.

When implementing an inbound/content strategy, email links everything in the B2B marketing funnel together. From the initial sign up to the lead nurturing process to closing the sale; through every stage of the funnel, from turning visitors to leads and leads to paying customers, email is the consistent line of communication between the company and its clients and prospects.

And now that you have an idea just how much opportunity you're taking for granted when you don't take your email marketing seriously, it's time to make some major changes in your email strategy and be a better, smarter email marketer.

Good for you we created an ebook that will teach you just how. Here you go! ;)

Smarter Email Marketing

Topics: Email Marketing

Rhiza Oyos

About Rhiza Oyos

Riz is Spiralytics' resident blogger and Inbound Marketing person. She takes pride in being around pre-Penguin and Panda days, investing the past 12 years of her life figuring out SEO, blogging, inbound marketing, and a bit of front-end development. She also holds the record for being the first hired employee of Spiralytics. She did manage to get a life outside of work, get married, and give birth to twin girls. In between work and mothering, you'll likely catch her watching Friends' gag reels on Youtube, or listening to Harry Styles.

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