7 Statistics that prove that Email Marketing is still highly effective in 2021

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Email marketing is sending a commercial message to people via email, like advertisements, soliciting sales or donations, and requesting business. It is an effective form of marketing, along with SMS marketing and social media marketing. Since it has an average ROI (return of investment) of $36, which means that for every one dollar spent, a business that uses email marketing can expect $36 in return.

Some may think that email marketing is usually dismissed by receivers (marked as spam), but here are seven statistics proving that email marketing is still very popular and highly effective today.

Statistics of Email Marketing in 2021

1. There are four billion email users, which is nearly half of the world’s population. Last year, around 306.4 billion emails circulated per day, which means that its users are very active in using email as one of their primary modes of communication. In addition, these emails were sent during the pandemic, and companies have been utilizing the internet, bringing their businesses online because their physical offices are closed.

Email users are projected to increase to 4.3 billion in 2023, which means that more companies can be assured that it is profitable to take their business online because there will be more email users to read their emails.

2. According to Kinsta, email is in the top three channels used for sharing business content, together with LinkedIn and Twitter. 70% of professionals prefer using email to share business content with potential clients and other businesses. Additionally, 89% of marketers prefer to use email for generating leads, using it as a primary channel to search for potential customers.

Their choice to use email marketing is not in vain since the recorded ROI for 2019 is a whopping 42%, which means a $42 return for every one dollar spent. Moreover, this current percentage is expected to increase even more in the following years when businesses will fully migrate online.

3. Personalized email marketing or using email to connect with a potential customer has yielded great results. For example, there is a 50% chance that an email with a personalized subject will be opened. That is a noticeable increase from 20.81%, which is comprised of generic emails.

Additionally, using a template that is pleasing to the reader’s eyes will almost instantly have them click on a link in your email to gather more information. SaaS has hundreds of email templates that can be personalized to make it even more attractive to receivers. Their email templates are sleek and minimalist, not imposing to the eyes of a receiver.

4. Welcome emails generate 32% more revenue compared to other promotional emails. For example, suppose the email uses a subject containing the receiver’s name, the company name, and the product or service it is promoting. In that case, it is proven to be opened and examined by consumers, generating more website visits and orders.

An informative email is more likely to be noticed compared to a promotional one. 40% of consumers have said that they prefer to receive emails from businesses containing everything they need to know before purchasing a product or a service. These consumers do not want to visit the company website for any other reason than ordering a product or service, thus wanting the email they receive to be as comprehensive as possible.

Welcome email
Image credit: Ivan Samkov/Pexels

5. B2B or business-to-business marketers prefer using email automation since it has a lot of benefits. For example, 30% of B2B marketers say that sending emails saves them time, and 22% say email effectively generates leads. In addition, 17% say that they’ve experienced higher revenue when they started using email marketing.

81% of small businesses use email to get customers, and 80% retain these customers by having an open email line at all times, as opposed to having social media accounts. This is because 49% of customers love receiving promotional emails from brands, whether they are favorites or a new independent small business.

6. Here are the demographics of email users: 74% of baby boomers, 72% of Gen X, 64% of millennials, 60% of Gen Z, 91% are women, and 89% are men. In addition, 68% of millennials like seeing stickers, GIFs, and emojis, and statistics say that women react more positively to emojis than men. Baby boomers, however, are opposed to seeing these in emails, saying that it does not look professional.

Since most email users are fairly young, it is proven that using an appropriate emoji results in a 0% complaint rate, which means that emojis, stickers, and GIFs bring a positive vibe to an email when used correctly. It’s also notable that women are more inclined to receive emails with emojis, and businesses that cater to women have yielded more positive results.

8. Attaching a video to a marketing email is a great way of adding value. For example, 90% of users have reported that watching a video in a marketing email has helped them decide about buying a product or availing themselves of a service. Businesses had also reported a 200-300% CTR increase when they started attaching videos to their marketing emails.

81% of marketers say that one of their most effective marketing tools is video, and 78% of these marketers say that video has increased their ROI, which means that more consumers prefer seeing a product or service in action before they purchase or avail of it. As a result, video has been an integral part of email marketing since 2019 and has become even more popular in 2021.


Email marketing has been gaining ground and popularity since 2019. During the pandemic, businesses experienced higher rates of their emails being opened since everyone was at home and on their phones. Email marketing is here to stay, and these statistics prove it.

ROI on email marketing is forecasted to be even higher than 42% by 2023, and businesses, big or small, can earn more by engaging and retaining customers via email marketing. In addition, more people are on their phones now, and it’s good to invest in mobile-friendly email since 63% of emails are read via mobile phones, according to Campaign Monitor.

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