Last Updated: February 21, 2022
Email remains one of the most effective forms of communication across the globe. In fact, email usage is expected to grow at an average growth rate of 2% to 3% annually until 2023. The United Kingdom has one of the highest internet penetration rates globally and is one of the biggest collection of email message users in the world.
Here are a few email usage statistics UK that help identify the email messaging trends, popularity, uses, and benefits observed through user trends in the UK.
Top 10 Email Usage Statistics UK
- 85% of internet users in the UK actively send and receive emails weekly.
- The average email opening rate in the UK is 16.4%.
- Almost every email user in the UK checks their non-work emails every day.
- Google’s Gmail is the largest email service provider in the UK, with 38% of the market share.
62% of email users in the UK use a smartphone to access their personal email account.
- The average email bounce rate in the UK is about 1%.
- The average unsubscribe rate in the UK is 0.1% as of 2021.
- A survey carried out among UK marketers found that the rough return for every pound spent on email marketing stood at 35.41 GBP.
As of 2021, about half of email users in the UK do not have a “work” email address.
As of 2021, the average click-through rate in the UK is 1.60%.
No one ever got rich checking their email more often.– Noah Kagan
Email Usage Statistics UK
85% of UK adults use email to send or receive messages in 2020 weekly
Over 95% of British households have an internet connection. The most commonly pursued internet activity in the UK, with more than 85% of adults using it to send and receive emails. The second most popular activity of UK internet users is searching for information and products online.
The email sharing rate on mobile devices in the UK is 40.22% as of 2018
The email open rate on mobile devices rose to 48% in 2016, marking a 27% increase from 2010. However, the rate dropped to 40.22% in 2018.
74% of internet users in the UK between the age group of 16 to 24 use the internet to send and receive emails daily.
Sending and receiving emails remains one of the top activities on the internet among most age groups, including those aged 16 to 24.
The Average Email Opening Rate in the UK was around 16.4% as of 2021
The average email open rate for the UK is 16.4%. The email open rate signifies how many people open the emails and how many ignore them.
96% of email users check their non-work email messages daily
According to a report by the Data and Marketing Association, nearly all internet consumers in the United Kingdom check their emails daily, as of 2021.
59% of email users claim they receive non-relevant emails
Almost 99% of internet users check their non-work emails every day, but they are increasingly dissatisfied with the number of irrelevant emails they receive.
Gmail blocked more than 240 million daily spam messages associated with COVID-19
In April 2020, Google also blocked 18 million daily malware and phishing emails worldwide associated with COVID-19.
Amazon has the highest number of email mentions among other retail brands – at 12%.
Of all the retail brands, Amazon has the highest number of email mentions, as per statistics on email marketing UK. eBay has the second most email mentions, with Tesco and Sainsbury’s coming in third and fourth.
Email Usage Statistics UK: Email Providers
Gmail is the largest email provider in the UK, holding 38% of the total market share
Microsoft Outlook holds 33% of the Market Share in the UK
35% of UK email users have multiple email addresses but only use 1 or 2 at the most
According to email usage statistics, each user has multiple UK email addresses for various reasons but will seldom use more than 2. There may be several reasons why every user has multiple email addresses, including a change in preference over their email service provider.
Email Usage Statistics UK: Demographics
82% of the people between the age group of 35-44 send or receive emails weekly
The age group 35 to 44 is the highest consumer of email messaging in the UK. Almost 82% of individuals in the age bracket use emails, followed by those in their 20s and early 30s.
56% of individuals aged 75 and above use emails
Of all the households housing individuals aged 75 and above, 56% send and receive emails regularly. The number increases to 61% as you expand the age bracket to include households with individuals aged 65 and above.
Email Stats in the UK by Device
Email Marketing Statistics in the UK
Email Marketing click-through rates in the UK increased from 0.9% to 2.4% in 2019
According to email marketing stats in the UK, email messages have excellent click-through rates. In fact, the click-through rates jumped from 0.9% to 2.4% in 2019, indicating consumers’ will to engage with businesses reaching out to them. In 2021, that number dropped to 1.60%.
The average email unsubscribe rate in the UK fell from 2.4% to 0.2%
A report by Campaign Monitor, tracing email marketing trends in the UK identified that in 2019, 2.2% fewer people unsubscribed from mailing lists. In 2021, that number fell to 0.1%. The low un-subscription rates indicate improvement in email marketing strategies by UK businesses.
The Wellness and Fitness Industry saw the highest email open rates in the UK at 40.5%
The most successful use of email marketing was seen by the wellness and fitness industry. The industry saw the highest email open rates among all other sectors in the United Kingdom, followed by the agriculture, forestry, fishing, and hunting sector at 38.9%.
The agriculture, forestry, fishing, and hunting sector saw the highest email click-through rates in the UK at 5.2%
Emails sent by agriculture, forestry, fishing, and hunting organisations had the highest click-through rate among all other industries in the United Kingdom, followed by Education, coming in at 4.9%.
With a high click-through and open rate, emails continue to bring in massive revenue for UK businesses annually. Emails have a lot of marketing potential, being one of the most preferred forms of business communications.
The average bounce rate of emails in the UK is less than 0.8%
According to a Campaign Monitor survey, the average bounce rate of emails in the UK is less than 1%, which is excellent. Bounce rate refers to the number of people who did not receive emails in a subscription list. A low bounce rate indicates a strong email marketing strategy.
Around 47% of UK organisations test only a quarter of their emails.
Even though testing is an important part of devising an efficient marketing strategy, less than 50% of organisations in the UK test their marketing strategies prior to launch. In fact, almost 19% of organisations believe they lack the resources and tools to run email tests.
An increasing number of people are using only one email address to subscribe to marketing emails. They are, however, becoming increasingly careful and are only subscribing to trusted marketers and email lists.
Email continues to be the dominant mode of communication, especially for businesses and marketers. Its efficiency and importance are depicted through email usage trends in the UK. Despite the desire to have a more personalised inbox, email users check their non-work emails daily.
The average unsubscribe rate in the UK is also falling, and the average click-through and email open rates are on the rise. Most marketers are putting an increasing amount of faith in the importance of email marketing, though not many test their email marketing strategies as they should. The major takeaway from the above-mentioned email usage statistics UK is that email marketing holds massive potential as long as the content in the email message is relevant to the receiver.
Email is not going to disappear. Possibly ever. Until the robots kill us all.-Paul Buchheit