The Email Marketing Statistics You Need to Know in 2020

See how your own email marketing strategy compares!

Email marketing continues to be one of the most powerful tools for growing your business. (Need proof? Check out stat #1 below.)

And although email marketing has been around for decades, it’s everchanging.

New email marketing tools — like AMP for Email — pop up all of the time. Marketers are taking innovative approaches to email marketing. And email marketing benchmarks change every year.

Want to see how your own email marketing strategy compares and what other businesses are doing to innovate?

Check out this ultimate list of email marketing statistics to find out how you stack up and see email marketing benchmarks to compare your results.

FREE DOWNLOAD: AWeber’s 2020 Small Business Email Marketing Statistics report

General email marketing statistics and usage

79% of small businesses say email marketing is important to their business strategy. [AWeber]

60% of small businesses say their email marketing strategy is effective or very effective. [AWeber]

64% of B2B marketers use a dedicated email marketing platform. [Content Marketing Institute]

40% of B2B marketers claim that email newsletters are the most important tactic in their content marketing strategy. [Content Marketing Institute]

43% of small businesses have 500 or less email subscribers. [AWeber]

42% of small businesses with over 500 subscribers have effective or very effective email marketing strategies. [AWeber]

46% of emails are opened on mobile devices. [Litmus] 

61% of consumers prefer to be contacted by brands through email. [Statista]

On average, consumers spend 2.5 hours checking email on a typical weekday. [Adobe]

Email Marketing open and click-through rate statistics

65% of small business average open rates between 11% and 50%. [AWeber]

Average Email Open Rates

77% of small businesses average email click-through rates between 0% and 10%. [AWeber]

Average email click-through rates

61% of small businesses with effective or very effective email copy have click-through rates of 6% or higher. [AWeber]

Email marketing ROI statistics

The ROI of email marketing is 38:1. [Litmus]

Email marketing is 40 times more effective at acquiring customers than Twitter and Facebook combined. [McKinsey]

Email marketing send frequency statistics

54% of small businesses send emails at least once per week. [AWeber]

Email send frequency

In 2019 alone, 293.6 billion emails were sent and received each day. [Statista]

61% of email subscribers would like to receive promotional emails at least once per week. [MarketingSherpa]

Email content statistics

64% of small businesses say their email copy is effective or very effective. [AWeber]

94% of small businesses write their own marketing emails instead of outsourcing their copywriting. [AWeber]

On average, emails contain 434.48 words. [AWeber]

Email length

The average email takes 3.3 minutes to read. [AWeber]

50% of emails contain less than 300 words. [AWeber]

Email subject line statistics

Email subject lines contain 43.85 characters on average. [AWeber]

Characters email subject lines

Only 6.9% of email subject lines contain emojis. [AWeber]

Emojis email subject lines

60% of email subject lines use sentence-case capitalization, 34% use title-case capitalization, and only 6% use all lowercase capitalization. [AWeber]

Email subject line capitalization

47% of email recipients open an email based on the subject line alone. [OptinMonster]

Email marketing personalization statistics

Personalized email campaigns improve click-through rates by 14%. [Demand Gen Report]

Personalized emails deliver 6x higher transaction rates. [Experian]

Get even more 2020 email marketing statistics and benchmarks.

Download AWeber’s 2020 Small Business Email Marketing Statistics Report.

You will:

  • Learn actionable best practices from the world’s top email marketing experts and business owners.
  • See how your email marketing stacks up and discover opportunities to improve your strategy, copywriting, and design.
  • Gain access to FREE resources to help you grow your email list, improve your email copywriting, and more.

Download the report now.


  1. Jon Weberg

    4/25/2020 5:52 pm

    54% send out only one email a week?….
    That statistic is worrying…

    With a larger and larger amount of follow ups needed in order to convert a lead into a customer, business… Companies… Entrepreneurs…

    Should ALL be emailing a MINIMUM…
    Of once every other day.

    Great article about some of the most important statistics that a LOT of people need to turn their attention towards!

  2. Shivam Prajapati

    5/2/2020 8:53 am

    nice information. but how you calucalte the date? I mean what is the source.

  3. Brandon Olson

    7/30/2020 2:35 pm

    The source is our own data. We surveyed over 1,000 small business owners about their email marketing habits.

  4. Mia

    5/4/2020 7:52 am

    It sounds great that most of small businesses write their OWN emails instead of outsourcing their copywriting as copywriters often do not understand business like the owners.

  5. Dean Lemon

    5/4/2020 3:26 pm

    Wow “General email marketing statistics and usage” This section is most interesting,Thanks for the article!

  6. ujwal pandit

    5/8/2020 11:30 am

    I am currently handling Digital Marketing activities including E-mail marketing for my company. The tips you have provided is really useful and has helped me understand some advanced topics. Thanks a lot.