Email Marketing Statistics Guide for 2024

email marketing statistics cover image with a hand holding a mobile showing stats

Email marketing statistics provide concrete information about how email marketing performs in the real world. It can give you an idea of industry averages for metrics and shed light on subscriber behavior.

With constant changes in consumer behavior and marketing trends, it’s essential to stay up-to-date on the latest email marketing statistics. In this guide, we look at how email marketing is doing in 2024, current ROI trends, and subscriber preferences. 

If you’re looking to optimize your email marketing strategy and maximize engagement, this is a must-read!

What Insight Can You Get from Email Marketing Statistics?

If you’ve been considering setting up email marketing for your business, it’s a good idea to go through various statistics before you begin. 

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.

If these points didn’t convince you, maybe the statistics will — this is why you’re here, after all!

Key Email Marketing Statistics at a Glance

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.

Email marketing is far from dead; on the contrary, it’s turning into one of the most effective channels for marketing! 

Why You Cannot Ignore Email Marketing in 2024

Email isn’t just another medium of marketing; it might just be the most important one.

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.

The statistics make a great case, but here are additional reasons why you should seriously consider setting up your email marketing operation.

6 Reasons to Invest in Email Marketing ASAP!

Email marketing rocks! Here’s why:

Cost-effectiveEmail marketing has a very low cost compared to other marketing channels.
High return on investment (ROI)Email marketing can generate a very high ROI, often around $36 for every $1 spent.
AutomationEmail workflows can be automated to save time and ensure consistent communication with leads/customers.
Targeted outreachHighly targeted and personalized messaging is possible with segmentation.
Direct communicationEmails go directly to a person’s inbox, allowing you to reach customers and prospects directly.
Brand awareness and loyaltyRegular emails help increase brand awareness and build customer loyalty over time.
Drive website trafficCompelling CTAs can drive traffic to your website and increase sales.
Lead nurturingYou can nurture leads through the sales funnel by providing valuable content tailored to each stage.
Measurable resultsEmail platforms provide analytics to measure performance metrics, allowing you to optimize campaigns.
Mobile accessibilityAs most people check email on their mobile devices, emails can reach customers anywhere, anytime.
Benefits of investing in email marketing

With a careful strategy, using smart segmentation and personalization, email marketing can be a highly effective channel for businesses to build relationships, nurture leads, drive sales, and boost overall marketing ROI.

Email Statistics: Helping Us Understand the Impact of Email Marketing

When discussing email marketing statistics, we’d like to cover 7 key areas. These will give you a much better idea of what to focus on as you set up email marketing processes at your company.

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. 

Let’s begin with the most important reason businesses explore email marketing: Return on Investment!

ROI in Email Marketing: It’s Impressive

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. 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.

There’s a reason so many businesses invest in email marketing — the numbers are amazing!

Email on Mobile: What Are the Numbers Like?

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.

With mobile formatting, you can achieve higher engagement numbers. More importantly, ignoring it can harm your overall email performance

Statistics on Open Rates and Click-Through Rates (CTR)

Before we talk about statistics, here are the metrics used to measure email performance:

MetricWhat it tells youTakeaway
Open rateThe percentage of email recipients who opened or viewed your email.Measures the effectiveness of your subject line/ preview text.
Click-Through Rate (CTR)The percentage of email recipients who clicked on one or more unique links.Measures the effectiveness of your email content and CTA.
Bounce rateThe percentage of email addresses that failed to receive your email.Bounces can happen due to invalid email addresses, full inboxes, or server problems.
Spam rateThe percentage of email recipients who marked your email as spam.Recipients don’t find your content relevant.
Critical metrics to track email marketing performance 

We’re now good to look at the stats!

Global Statistics on Open Rates and CTR

Open rates and click-through rates give you a lot of insight into campaign performance. 

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

Open rates and CTR are strong indicators of performance, as these numbers indicate. But they can vary by industry, as the next section demonstrates.

Open Rates, Click Rates, and Bounce Rates for 5 Industries

Here, we see average open rates, CTR, and email bounces for businesses in these domains:

IndustryOpen ratesClick ratesBounce rate
Dining and Food38.58%0.98%10.01%
Real Estate34.91%0.98%13.67%
Average Industry Metrics for Email Marketing (Source: OptinMonster)

It’s important to have an idea of what your performance should be like when running email marketing campaigns in your field. It’s best to start by reading up on benchmark campaign metrics for your industry before you begin.

The Numbers are In: Subscribers Love Segmentation and Email Personalization

List segmentation is necessary for all email marketers; it helps prevent sending irrelevant emails, which falls under poor email marketing practices! Similarly, email personalization is critical for good engagement numbers. 

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.

Segmentation and email personalization are powerful tools in marketing because they address a fundamental truth — one-size-fits-all marketing doesn’t work!

B2B Statistics for Email Marketing

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

In-person events and webinars are effective for B2B businesses, but email marketing can positively and hugely impact their sales numbers!

B2C Email Marketing Statistics

The most common type of email marketing — check your inbox and you’ll see a few marketing emails in there from brands you follow. B2C emails target individual consumers, unlike B2B emails which target businesses.

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.

B2C email marketing campaigns can drive sales and strengthen your brand image.

Email Deliverability: Stats You Should Know

Email deliverability refers to the ability of your email messages to reach the intended recipient’s inbox, not just their email server. It’s essentially the likelihood of your email avoiding spam filters and landing in the primary inbox, where recipients are most likely to see it.

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

If you’re struggling with email deliverability, or you’re just starting out and want to ensure you get it right, this next section is a must-read.

Ways to Improve Email Deliverability 

With a few best practices and smart choices, you can aim for better inbox placement rates:

Do thisThese are the benefits 
Use a reputable ESPGood ESPs enjoy good reputations with mailbox providers (ISPs)
Maintain a clean email listRemove inactive or invalid email addresses regularly
Authenticate your emailsUse SPF, DKIM, and DMARC to authenticate your emails and prove your legitimacy.
Warm up your domain and IP addressGradually increase email volume when using a new IP address.
Optimize email contentUse clear “From” names, compelling subject lines, and design emails to not appear spammy.
Segment your listSegment subscribers based on interests and behavior, and send targeted content.
Monitor engagement metricsTrack open rates, click-through rates, and unsubscribe rates to identify areas for improvement.
Implement double opt-inRequire subscribers to confirm their email addresses.
Avoid spam trigger wordsSteer clear of words and phrases commonly associated with spam.
Honor unsubscribe requests promptlyRemove people from your list as soon as they unsubscribe.
Improve email deliverability with these best practices

And if you’d like a more detailed guide to achieving superior engagement numbers, you will love what’s coming up next!

The Inbox Formula: The Playbook to Stellar Inbox Placement Rates

It can take years to learn the intricacies of email marketing; you have to learn the basics, develop a strategy, and grow email lists. And during this learning process, you may repeat mistakes thousands have made before you. 

The easiest way to avoid this is knowledge. And that is exactly why The Inbox Formula was written. 

This is a FREE guidebook for email newbies and veterans, both; it is a summary of everything our founder, Travis Ketchum, learned through his many years in the email industry. This 24-page guide discusses how to set up your servers and DNS records, warm up IP addresses and domains the right way, and avoid spam traps and blacklists. 

A shiny sender reputation is the best way to ensure long-term success with your email marketing campaigns. And the best way to achieve it is by reading The Inbox Formula.

Download the free guidebook here!

Campaign Refinery: Champions of Inbox Placement

Email deliverability is the number one factor email marketers should consider when signing up for an email services provider (ESP). And this is the pillar upon which Campaign Refinery was built. 

The platform is designed to let email professionals focus on consistent inbox placement. We also give them all the features and tools they would need to do so.

Here are the top 6 reasons our customers choose to work with Campaign Refinery:

  1. Our list-cleaning tool continuously protects your sender reputation by automatically removing all invalid email addresses. This way you don’t get red-flagged by mailbox providers.
  2. Our automation designer is dead simple. You can create the most complex flows and add conditions with ease!
  3. Add as many contacts to your email lists as you like. We don’t charge for list size, only email sends!
  4. Our tag-based system makes it super easy to segment your contacts and manage different audiences.
  5. We have a rewards-based system called Gamification that subscribers love; we’ve recorded open rates of 76.37% and click rates of 72.76% when using this feature!
  6. We constantly collect feedback from our customers to see what features they’d like us to work on and add next. Partnering with a boutique email platform has its benefits!

If you want to achieve ambitious email marketing goals, Campaign Refinery is the place to do it. Apply to become a customer today!

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