Email Marketing Statistics Guide for 2024

Looking at email marketing statistics has these advantages:

• Makes you aware of the effectiveness of email marketing in your industry,
• Makes you aware of opportunities,
• Gives you an idea of the ROI for a new marketing channel,
• Can give you an edge over competitors,
• You’ll become aware of best practices,
• You can learn more about marketing trends.

These stats will give you a holistic view of email marketing:

• From 4 billion users in 2020, the number of global email users is expected to hit 4.7 billion in 3 years, according to Statista.
• Statista also claims the global e-mail marketing market is projected to hit 17.9 billion by 2027. For reference, it was valued at 7.5 billion U.S. dollars in 2020. 
• Approximately 361 billion emails will be sent in 2024. That number will grow to 392 billion in a couple of years.
• HubSpot says that 99% of all email users check their inbox every day, with close to 60% of them doing so first thing in the morning.
• According to a GetResponse survey, 47% of marketers feel email is their most effective marketing channel.
• Gmail continues to be the most popular mailbox provider with 1.8 billion users and growing.
• Average time spent reading brand emails: 9 seconds, says Statista.
• Gartner’s research tells us subscribers prefer receiving emails from their chosen brands just a few times per month. The same study indicates excessive volume is the top reason for higher unsubscribe rates.
• 44% of online shoppers feel emails influence their purchasing decisions: Digital Commerce 360.

These numbers show you why:

• The top reason to get started on your email marketing efforts is the number of users, of course. It would be a serious oversight to ignore a user base of over 4 billion users!
• In retail, e-commerce, and consumer goods, the ROI is 45 dollars per dollar spent.
• 41% of marketers say that email is their most effective marketing channel.
• Marigold 2024 Global Consumer Trends Index: Email outperforms organic social media posts by 13% and social media ads by 11%.
• 95.19% of people aged between 25 and 44 actively use email.
• The perceived value of marketing emails is increasing. 32% of polled users felt emails were useful, compared to 15% 2 years ago, effectively doubling in size.
• Consumers spend an average of 9 seconds reading marketing emails from brands.
• A survey by eMarketer discovered that 25% of overall revenues came from email marketing.
• According to HubSpot, 80% of surveyed businesses feel email marketing helps keep customers coming back.
• As per Constant Contact, 55% of consumers prefer email as their most preferred means of communication when receiving marketing content from businesses.

We will share statistics on these 7 aspects:

1. ROI from email marketing, 
2. Email use on mobile phones,
3. Open rates and click-through rates,
4. Segmentation and personalization,
5. B2B email marketing, 
6. B2C email marketing,
7. Email deliverability. 

These numbers give you an idea of the kind of returns you can expect from email marketing:

1. The ROI on email is $42 for every $1 spent, according to Litmus. That’s a 4200% ROI.
2. For every $1 invested, 18% of companies achieve email marketing ROI greater than $70.
3. Last year, email outperformed banner ads and SMS marketing by 108%, as per Marigold.
4. Email marketing produces more conversions than social media; almost 17%, as per Campaign Monitor.
5. A survey by Campaign Monitor says automation in email marketing brings in 320% more revenue compared to regular emails.
6. Trigger-based emails are three times more efficient than batch and nurture email campaigns.
7. Think social media is effective at customer acquisition? Well, email is 40X better.
8. Drip says repeat purchases made up 56% of all purchases for Black Friday/Cyber Monday. This is a 180% increase compared to the previous year.
9. A HubSpot survey shows that 80% of businesses feel email marketing helps with repeat business.
10. DMA.org says 77% of email marketing ROI comes from segmented lists, targeted content, and triggered campaigns.
11. Businesses said segmenting email lists increased email marketing revenue by 760%, according to a survey by Campaign Monitor.

We are all aware of how much time people spend on their phones, but here are the numbers to back it up:

• Today, more than 55% of all email opens are on mobile devices, according to eMarketer.
• 67% of Generation Z and 59% of Millennials primarily use their smartphone to check email on smartphones, as per Bluecore.
• Mobile device optimization is a top priority for 73% of businesses in this HubSpot survey.
• The Mail app on Apple’s iPhones was the most popular email client with a 56.32% share of global email users. Gmail came in second with a 30.57% market share.
• Almost 58.67% of global website traffic occurred on mobile devices last year — and the trend is upwards.
• Focusing on mobile-responsive email design can help you increase mobile CTR by 15%, according to Mailchimp.
• If an email isn’t optimized for reading on a smartphone, 50% of polled users say they’re likely to delete it.

Here’s a snapshot of what the industry numbers look like:

• On average, the open rate for 200 million emails was 34.51%, while the click rate was 1.33%, according to Constant Contact.
• Welcome emails have an impressive 82% open rate on average, says GetResponse, with 400% as many opens and 1000% the clicks of other email types.
• Most email marketers can only manage an average email open rate of 46 to 50%.
• According to GetResponse, emails with images perform 10% better than text-only emails in terms of open rates.
• 21% of all sent emails within the first hour of sending, as per this 2023 GetResponse study.
• Clickthrough rates (34%) and open rates (31%) were the top two metrics for email marketers in 2023.
• When deciding to open an email, 42% of recipients look at the sender name first, whereas 34% look at the subject line first. Only 24% of surveyed users said they looked at the preview text first.
• Transactional emails have an 8x higher chance of being opened. They also generate 6x more revenue than promotional emails, says this study by Experian.

These statistics back up the point we’re making here:

• Survey by Campaign Monitor: Emails with personalized subject lines are 26% more likely to be opened.
• Personalizing subject lines can get you a 50% rise in open rates, as per an Oberlo survey.
• Segmenting lists and targeting customers with personalized, relevant content saw revenue go up by 760%: Campaign Monitor.
• Using advanced personalization in email campaigns leads to a 17% uptick in revenue.
• A whopping 71% of consumers dislike impersonal or cold emails.
• Compared to broadcast emails, segmentation can help email marketers achieve 3X the revenue.
• Campaign Monitor says 3 out of 4 email marketers find customer engagement increases with targeted personalization.
• Using A/B testing to fine-tune your emails and make them more relevant can lead to an increase of about 37% in email marketing ROI: Benchmark.
• 60% of businesses in the retail, e-commerce, and consumer goods space are using purchase history to personalize marketing emails.

If you’re in the B2B space, these marketing numbers will convince you of the benefits of adding an email marketing channel: 

• 81% of B2B marketing professionals list email newsletters as their primary form of content marketing.
• 85% of B2B businesses use some kind of email marketing software or service.
• According to 31% of B2B email marketers, newsletters are the best way to nurture leads.
• Surveyed professionals in the B2B space felt emails with new product or feature announcements have the highest CTR.
• According to Gartner, 67% of B2B buyers create separate email accounts to avoid unwanted emails.
• 95% of all B2B marketing emails go to email addresses on either Google Workspace or Microsoft Office 365.

B2C marketers are big believers in the power of email marketing; here’s why:

• For 87% of B2C marketers, automation is a critical part of the email marketing strategy.
• 64% of B2C marketers who participated in a Pathwire survey said they considered email accessibility important.
• 50% of recipients buy from B2C marketing emails at least once a month.
• B2C marketers cannot ignore cart abandonment emails; the conversion rate is 3x more than other automated email campaigns.
• More than 40% of cart abandonment emails are opened, out of which recipients click on 50% of them. Of that 50%, half converted, according to Moosend.

The statistics for deliverability rates in the industry paint this picture:

• Poor sender reputation and deliverability issues mean 16.9% of all emails never reach their recipient’s inbox.
• 45% of email users avoid cold emails.
• The average email deliverability rate in the industry hovers around the 88% mark.
• 56.5% of all emails are marked as spam, according to DataProt.
• A deliverability rate of 89% and above is considered excellent.