40 Email Marketing Statistics You Need to Know in 2022

email marketing statistics

Email marketers are known as the most focused in the marketing industry, thanks to their devotion to building long-term B2C relationships. In a strictly defined email world, they continuously have to find new ways to stand out and engage customers. 

Let us introduce you to the world of marketing possibilities in our Email Marketing Statistics & Facts article.

10 Fascinating Facts ad Stats about Email Marketing

  • 89% of email marketers use newsletters.
  • More emails were opened on mobile (37%) than on desktop (30%).
  • Nearly 47% of email users open commercial messages via Gmail.
  • Marketers send the most emails (22.2%) on Thursday.
  • The ideal weekly limit is up to 5 emails.
  • There’s a 5% higher chance for inbox placement after 12 pm.
  • Personalized emails have a 29% higher open rate.
  • Australian media had a higher click rate (5.3%) than the global average.
  • The unsubscribe rate was higher (.2) in Australian emails.
  • Australians read food-related emails 2x the global average.

General Email Marketing Statistics

(Campaign Monitor)

Coming right after social media marketing, marketers reported that email marketing is the 2nd most common channel used for brand awareness.

2. It’s also the 2nd most efficient way to gain new customers.

(Campaign Monitor)

Again, social media marketing is inevitably proven to attract the biggest number of customers, with as many as 71% of consumers deciding to purchase a brand’s product or service after seeing one of its clips on SM. Email marketing is positioned second, side by side with online paid media.

3. The average email marketing ROI is 3,800%.

(Privacy 108)

Reports from this year show that the average email marketing return-on-investment (ROI) is around $38 for every $1 invested.

4. The commercial message visibility is higher via email than via Facebook. 

(Propeller Global)

Nowadays, it’s much more complicated to have an organic reach on Facebook Newsfeed if your post isn’t advertised. To be more precise, around 2% of your Facebook fans will see it. In contrast, the percentage of email inbox placement is much higher – you’re explicitly sending your commercial message to the person who agreed to receive it.

5. 89% of B2B marketers use newsletters.


Newsletters are seen as the most common form of content marketing for almost 90% of email marketers.

6. Customers are 138% more likely to shop online if they receive an email. 

(Chilli Group)

If you want to encourage your customers to purchase some of your products online, you have a 138% chance of success rate if you send them a marketing email.

7. There are 8,527 advertising companies in Australia.

(IBIS World)

As of 2021, there’s a record of 8,527 advertising companies in Australia, with an average annual growth of 1.9% in 2016-2021.

8. Make sure you’re compliant with The Spam Act.

(ACMA) (Business)

The ongoing Spam Act from 2003 strictly prohibits any “unsolicited commercial electronic messages” sent within Australia. To make sure you’re compliant with spam laws, let’s repeat the basics:

  • The person who will receive emails needs to give you permission.
  • The above applies even if third parties are sending marketing emails for you.
  • You need to be identified as a sender in every message.
  • Your contact details must be included in every email.
  • The “Unsubscribe” button must be visible and distinguishable.

9. You cannot ask for permission with an email.


This, too, is considered a commercial message. Approved ways of getting consent are:

  • Filling in a form
  • Ticking a box on a website
  • Over the phone
  • Face to face

10. COVID contact tracing can’t be used for marketing.


Any addresses you’ve collected for keeping customer records for COVID purposes can’t be used for marketing and can be considered as misusing information.

Email Marketing in Australia

11. The unsubscribe rate was higher in Australian emails.

(Campaign Monitor)

One of the few negative indicators for the year 2020 was related to the unsubscribe rate – it was .2 double the global email marketing benchmark.

12. Email engagement grew significantly. 

(Campaign Monitor)

The email metrics jumped from 2.8% to 3.1% regarding clicking rates and even more within open rates – from 18.7% to 20.6%.

13. More emails were opened on mobile (37%) than on desktop (30%). 

(Chilli Group) (Vision 6)

Customers used mobile devices more often to open emails (36.67%) than desktop (30.22%). Surprisingly, 1 in 5 email campaigns isn’t responsive for mobile devices. According to a 2020 survey on the most popular internet activities among adults in Australia, even 98% said that they went online to access their emails.

14. The number is even bigger among Millenials (59%) and Gen Z (67%). 

(Chilli Group) 

The number of email users who use mobile devices for opening emails is 59% among Millenials, whereas within Gen Z it reaches an amazing 67%. 

15. Customers mostly use Gmail to open emails. 

(Vision 6)

Gmail turned out to be the most common (46.89%) client in the desktop surrounding customers to open their emails.

16. Friday has the highest average open rate.

(Vision 6)

People tend to open most emails on the last business day of the week. The average open rate was the highest on Friday (39.15%), followed by Tuesday (38.64%).

17. SMS open rate is almost 100%. 

(Vision 6) (PC Mag) (Campaign Monitor)

SMS has the most efficient reach, with an outstanding 98% Open Rate, making it the top-performing marketing tool, compared to 20-25% of traditional email marketing. Nevertheless, it is not a case of SMS marketing vs email marketing for marketers, but it’s a case of utilizing both.

18. The average click-through rate is the highest on Friday and Monday.

(Vision 6)

The first and last days of the working week have the highest click-through rates, with Friday ranking 7.93% and Monday 7.92%.

19. Marketers send the most emails on Thursday. 

(Vision 6)

From the total send count, 22.2% of emails were sent on Thursday, whereas the least was sent on Sunday (2.05%).

20. The ideal weekly limit is up to 5 emails. 

(Marketing Mag)

Email marketing statistics show that when the same sender sends more than five emails per week, the spam complaint activity increases. A good piece of advice for email marketers would be to provide their subscribers with the possibility to choose the email frequency.

Email Marketing by Industry

21. Top 3 industries leading the open rates.

 (Campaign Monitor)

Pandemic directly impacted the top 3 industries with the highest open rates. Subscribers were mostly opening emails sent by these sectors:

  • 34.3% Education
  • 33.6% Food and Beverages
  • 31% Government and politics

22. The average bounce rate is 2.32%. 

(Vision 6)

Across all industries, the average bounce rate is 2.32%. We’ll list some of the most common industries for comparison.

  • 4.92% Sales and Marketing
  • 4.04% Advertising, Media & Publishing
  • 3.17% Banking and Financial
  • 2.56% Education and Training
  • 1.53% Healthcare and Medical.

23. 70% of emails were sent in the first 2 minutes of every hour.

(Marketing Mag)

From the total number of marketing emails in Australia, 70% of them were sent in the first two minutes of every hour. Imagine how unique your email would be if you scheduled it a bit later, right?

24. More than ¾ of consumers expect a welcome email. 

(Lance Montana)

After subscribing to your business, around 76% of customers expect you to welcome them with an email, most ideally within the first 48 hours.

25. The subject line is crucial for your campaign. 

(Lance Montana)

Since the subject line is what makes the customer want to open your email, some marketers even consider it more important than the actual content. Until that settles, here’s what you can include in your subject line to make it more efficient:

  • Special offers or discounts
  • Urgent or FOMO
  • Questions
  • Personalizations
  • Humour.

26. Email marketing software in Australia goes from $3 to $1,250 per month.

(PC Mag)

The usual price for the best email marketing software in Australia is from $3 for 500 emails monthly, to $1,250 for 10,000 contacts.

27. 85% of marketers use some sort of email marketing software. 

(Content Marketing Institute)

Around 85% rely on email marketing software, with some of the most popular email marketing tools being:

  • Campaigner
  • HubSpot
  • Mailchimp
  • Salesforce Pardot.

28. Email design improves engagement significantly.


After putting some effort into design, marketers reported that their email engagement grew by 20%.

29. So does the audience segmentation.


Breaking down your list into segments and grouping them by set criteria – aka audience segmentation – turned out to be a breakthrough in email marketing. Marketers reported a 30% growth in email engagement thanks to this.

30. Introduce subscribe pop-up after 60% of the page scroll down. 

(Lance Montana)

Website pop-ups are the ultimate way of collecting new addresses, especially since many shops have a limited physical presence due to COVID. The sweet spot to introduce this pop-up is after a user has read around 60% of your page.

31. Over 80% of small businesses rely on email as the primary customer acquisition channel. 


When it comes to bringing in new customers, even 81% of small businesses prioritize email as the main channel, with 80% of them for retention.

32. The Australian audience wants personalized emails and a variety of content. 

(Marketing Mag)

Personalized emails have a 29% higher open rate when compared to generic content marketing, with a 41% higher click rate. Moreover, customers prefer a mix of inspirational ideas, advice, information, and a dash of humour.

33. Australia has a history of email marketing law breaches. 

(Privacy 108)

Learn from the mistakes of your competitors who did not only pay a huge price for law breaches but have inevitably compromised their company’s reputation by doing their email marketing improperly.

  • Woolworths Breach – Continued sending emails to customers even after they unsubscribed. The company paid more than a million for 5 million messages sent this way.
  • Kogan Breach – Required customers to log in to unsubscribe and paid the penalty of $310,800.

Email marketing compared to the UK and the USA

34. Australia outperformed global benchmarks in 2020. 

(Campaign Monitor)

Key performance indicators, such as Open rate, click-through rate, and Click-to-open rate were much higher in campaigns sent by Australian organizations when compared to global email marketing benchmarks.

CategoryGlobalThe USAThe UKEMEAAUS
Open Rate18%17.6%16.4%19%20.6%
Click-through Rate2.6%2.6%1.6%2.7%3.1%
Click-to-open Rate14.1%14.9%9.9%14.3%14.8%
Unsubscribe Rate0.1%0.1%0.1%0.1%0.2%

(Campaign Monitor)

Australian subscribers opened Food and Beverage emails twice as much as the global marketing benchmark – 33.6% vs 15.2%!

36. Australian media had a higher click rate than the global average. 

(Campaign Monitor)

The global average within the Media, Entertainment and Publishing industry had a click rate of 3.6%, whereas in Australia that number was significantly higher, reaching 5.3%.

37. The US and Australian email users agree – morning emails are not as effective. 

(Marketing Mag) (Hubspot)

In the US, only 21% of marketing emails are opened between 9 am and 12 pm. Similar reports show that there’s a 5% higher chance for inbox placement in Australia after 12 pm.

38. There’ll be around 4.2 billion email users in 2022.

(Chilli Group)

The number of total email users is supposed to hit 4.2 billion next year.

39. The global email marketing industry will be worth 17.9 billion by 2027.

(Report Linker)

The email marketing market is projected to grow by 13.3% from 2020 through 2027, reaching 17.9 billion in 2027.

(Europian Business Review)

Email marketers had to find new ways to keep it interesting with so many emails being sent during the pandemic. That’s why 2022 will require you to keep up, so make sure you:

  • Use interactive emails – Include gifs, animations, hover effects, surveys…
  • Try using Dark Mode – It’s not only a dominant design trend but it’s also good for the eyes and makes other elements visually stand out.
  • Include user-generated content – Your customers are more likely to purchase if customer reviews and positive feedback justify your CTA.
  • Use AI for optimization – One way to use it is for personalization to the individual customer level.

Is Email Marketing More Powerful than Ever?

In recent times of uncertainty, email marketing has become one of the most reliable channels. It is straightforward, and yet it leaves so much room for creativity.

We hope this Email Marketing Statistics & Facts article helped you understand what the market looks like in Australia compared to the rest of the world. Now hop on this train cause the industry will just keep growing!


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