Email Marketing Effectiveness Statistics
Posted: Wed Dec 18, 2024 6:01 am
According to Litmus’ 2023 State of Email Workflows report, email marketing was the most effective marketing channel according to 41% of all respondents.
This is followed by social media (16%), and paid search (16%). Email leads by a wide margin, with the average email team sending as many as 15 emails per month.
The Content Marketing Institute states that up to 69% of marketers use email marketing to promote content.
That makes email the third most popular content buy email database distribution channel, just behind company websites (90%) and blogs (78%).
RSS emails perform best, with an open rate of 44.54%, a CTR of 7.24%, and an unsubscribe rate of 0.05%.
In second place are autoresponder emails with an open rate of 35.9%, followed by triggered emails. While newsletters have the lowest open rates at 26.7%, they have the second lowest unsubscribe rate, at 0.09%.
Email type Open Rate Click-Through Rate click-to-Open Rate Unsubscribe Rate Spam Rate Bounce Rate
Triggered 35.33% 3.69% 10.44% 0.28% 0.01% 4.97%
Autoresponder 35.91% 4.26% 11.85% 0.21% 0.01% 2.03%
Newsletter 26.7% 2.13% 7.98% 0.09% 0% 3.27%
RSS 44.54% 7.24% 16.24% 0.05% 0% 0.8%
With a 94% open rate and a 31.43% CTR in 2023, the single email autoresponder cycle yielded the best results.
GetResponse’s research reveals that shorter email marketing drip campaigns tend to produce better results.
Number of Emails Open Rate Click-Through Rate click-to-Open Rate Unsubscribe Rate
1 94% 31.43% 33.43% 0.67%
2 67.59% 18.17% 26.88% 0.53%
3 54.69% 15.27% 27.92% 0.58%
4 70.03% 14.66% 20.93% 0.48%
5 52.88% 9.08% 17.17% 0.67%
The average open rate for all email newsletters sent in 2022 (27.9%) was almost 1.5x higher than in 2021 (19.3%).
While 46% of marketers in 2023 compared to 45.7% in 2022 opt to send one weekly newsletter, this yields the highest unsubscribe rates. GetResponse’s data shows that the lowest unsubscribe rates and the highest click-through rates are seen by marketers who send as many as 8 newsletters per week.
A 2022 Mailjet report found that 63% and 59% of marketers, respectively, believed content quality and personalization were critical to improving email engagement.
At 35%, responsive design took the third spot among marketers.
The same report reported the following email KPIs for all its respondents:
Return on investment – 36%
Conversion rates – 36%
Click-through rates – 36%
This is followed by social media (16%), and paid search (16%). Email leads by a wide margin, with the average email team sending as many as 15 emails per month.
The Content Marketing Institute states that up to 69% of marketers use email marketing to promote content.
That makes email the third most popular content buy email database distribution channel, just behind company websites (90%) and blogs (78%).
RSS emails perform best, with an open rate of 44.54%, a CTR of 7.24%, and an unsubscribe rate of 0.05%.
In second place are autoresponder emails with an open rate of 35.9%, followed by triggered emails. While newsletters have the lowest open rates at 26.7%, they have the second lowest unsubscribe rate, at 0.09%.
Email type Open Rate Click-Through Rate click-to-Open Rate Unsubscribe Rate Spam Rate Bounce Rate
Triggered 35.33% 3.69% 10.44% 0.28% 0.01% 4.97%
Autoresponder 35.91% 4.26% 11.85% 0.21% 0.01% 2.03%
Newsletter 26.7% 2.13% 7.98% 0.09% 0% 3.27%
RSS 44.54% 7.24% 16.24% 0.05% 0% 0.8%
With a 94% open rate and a 31.43% CTR in 2023, the single email autoresponder cycle yielded the best results.
GetResponse’s research reveals that shorter email marketing drip campaigns tend to produce better results.
Number of Emails Open Rate Click-Through Rate click-to-Open Rate Unsubscribe Rate
1 94% 31.43% 33.43% 0.67%
2 67.59% 18.17% 26.88% 0.53%
3 54.69% 15.27% 27.92% 0.58%
4 70.03% 14.66% 20.93% 0.48%
5 52.88% 9.08% 17.17% 0.67%
The average open rate for all email newsletters sent in 2022 (27.9%) was almost 1.5x higher than in 2021 (19.3%).
While 46% of marketers in 2023 compared to 45.7% in 2022 opt to send one weekly newsletter, this yields the highest unsubscribe rates. GetResponse’s data shows that the lowest unsubscribe rates and the highest click-through rates are seen by marketers who send as many as 8 newsletters per week.
A 2022 Mailjet report found that 63% and 59% of marketers, respectively, believed content quality and personalization were critical to improving email engagement.
At 35%, responsive design took the third spot among marketers.
The same report reported the following email KPIs for all its respondents:
Return on investment – 36%
Conversion rates – 36%
Click-through rates – 36%