8 mins read
With so many emerging marketing platforms, is email marketing worth the hype? Does it generate good returns on investments? Or can we engage users with just emails? I would say yes to all these questions.
We have curated this guide of all the latest email marketing statistics for 2024, which you can use to understand the benefits of email marketing and develop your email marketing strategies.
72% of the brands prefer email to engage with consumers across the customer journey - DMA, Marketer email tracker 2021.
Sales (24%) and relationships building/ loyalty (16%) are two primary objectives of email marketing campaigns by marketers - DMA, Marketer email tracker 2021.
In 2022, the global daily volume of sent and received emails was estimated to be around 333.2 billion. -Statista
In 2022, the number of global email users was 4.26 billion and this figure is set to grow to 4.73 billion users in 2026. - Statista, 2023.
87% of brands consider email marketing an essential element for business success. - Litmus, 2023
Large businesses are more likely to see higher returns that is 59.44 USD (£44.08), than small/micro-companies that is 41.28 USD(£30.61) for every 1.35 USD (£1) spent - DMA 2020.
B2C are slightly more likely to see a higher return on their investment of 51.56 USD (£38.24) - DMA 2020.
The average conversion rate for 2022 stands at 8.17% after peaking in 2021 at 8.9%. - Barilliance 2023.
Conversion based on campaign types are: Browse Abandonment Emails: 4.10%, Email My Cart Emails: 24.58%, Cart Abandonment Emails: 18.54% - Barilliance 2023.
Brands using dynamic content generate an ROI of 42:1. - Litmus, 2023
💡 Related guide: How to Calculate and Improve Your Email Marketing ROI
Getresponse, Mailchimp, and DMA measured the industry average for all email metrics. The table below is what they found:
| Metrics↓ | Getresponse | Mailerlite | DMA (2023) |
|---|---|---|---|
| Average delivery rate | - | - | 97.9% |
| Average open rate | 26.80%. | 41.31% | 31.8% |
| Average click-through rate | 1.89%. | 3.01% | 1.5% |
| Average click-to-open rate | 7.01% | 7.38% | 4.4% |
| Average unsubscribe rate | 0.1%. | 0.24% | 0.07% |
| Average spam complaint rate | 0.01%. | - | - |
Also, Netcore and Campaign Monitor tried to find out the average statistics of all industries. Here's what they found:
| Metrics↓ | Netcore 2023 | Campaign Monitor 2022 |
|---|---|---|
| Average open rate | 24% | 21.5% |
| Average click-through rate | 1% | 2.3% |
| Average click-to-open rate | 3% | 10.5% |
| Average unsubscribe rate | - | 0.1% |
31% of B2B marketers say email newsletters are the top choice to nurture leads - Content Marketing Institute, 2020.
The top 2 technologies B2B organizations use to assist content marketing are analytics tools (86%) and email marketing software (85%) - Content Marketing Institute, 2020.
💡 Related guide: Your One-Stop Guide For B2B Email Marketing to Drive Sales
Media and Publishing brands have the highest open rates (75%), followed by the insurance industry with a 70% open rate. - Netcore, Email Benchmark Report 2020.
The overall average open rate for cart abandonment emails is 40.14%, with a click-through rate of 28.64% - Sales cycle.
💡 Related guide: A Comprehensive Guide To B2C Email Marketing
The email subject line length that yields the highest open rates is between 30 to 35 characters, including spaces. - Netcore, Email Benchmark Report 2023.
Adding video to emails can increase click-through rates by an average of 300% - Biteable.
The use of gifs and images led to an increase in click rates in Insurance by 40% and the Securities sector by 31.96% - Netcore, Email Benchmark Report 2020.
Although 77% of brands prioritize enhancing email accessibility, merely 8% adhere to best practices across all their campaigns. - Hubspot State of Marketing Report, 2023
57% of email marketers consider email accessibility, while 245 of them sometimes consider it. However, 195 marketers do not consider email accessibility at all - Pathwire Accessibility in the Inbox report 2021.
Based on the target audience, 54% of B2B use email accessibility while a relatively higher number of B2C marketers, i.e., 64%, use it - Pathwire Accessibility in the Inbox report 2021.
48% of the businesses are focused on ‘Sales’ as the key metric in evaluating their email marketing effectiveness, and this is closely followed by ‘Click-throughs,’ ‘Conversions,’ ‘Brand awareness’ and ‘Engagement (active and inactive subscribers)’ – all at around 40% - DMA, Marketer email tracker 2021.
Americans spend an average of 143 minutes checking email weekly. - Adobe Email Usage study, 2019
Deals/e-coupons brands send 36 campaigns monthly that is the highest frequency of email campaigns sent.
55% of consumers believe receiving targeted promotions and discounts would create a more enjoyable email experience. - Dynamic Yield
Marketers report a 760% increase in email revenue from personalized and segmented campaigns. - Campaign Monitor
Personalized calls to action convert 202% better than default or standard calls to action. - HubSpot
Open rates are double for retail and entertainment industry emails with personalized subject lines - Netcore, Email Benchmark Report 2020.
Only the BFSI industries like Banking and Insurance sectors see a reduction in their open rates with personalization. At the same time, other sectors experience higher open rate with personalization - Netcore, Email Benchmark Report 2020.
80% of financial services companies personalize email body copy vs. 55% of retail/ eCommerce/consumers goods and services companies - Litmus State of Email Report 2020.
Emails with personalized subjects are 50% more likely to be opened - Litmus State of Email Report 2020.
Only 37% of emails sent to users are automated, while 395 are segmented - DMA, Marketer email tracker 2020.
23% of the small/micro organizations are more likely to be missing ‘Automation’ while only 7% of large businesses are less likely to be missing ‘Automation' - DMA, Marketer email tracker 2020.
The Entertainment industry shows double the open rates when the campaigns have targeted segmented audiences - Netcore, Email Benchmark Report 2020.
Automated emails get 152% higher click rates than broadcast emails - Myemma.
PC users have the highest click rate (72%), followed by mobile (18%) and tablets (9%) - Mailchimp 2019.
Responsive email templates get higher click rates on all devices. However, they are particularly effective on mobile users, where the increase in unique clicks from 2.7% to 3.1% represents a 15% increase in actual clicks - Mailchimp 2019.
Guru, a knowledge-based system, increased their card comment actions by 2.5x and card verifications by 75% with AMP emails - AMP Fest 2020.
AWeber, a marketing automation software, included a poll in their newsletter in October 2019. Over the last five months, their engagement on AMP for Email skyrocketed 225% - AWeber.
Companies that A/B test every email see email marketing returns 37% higher than brands that never include A/B tests - Litmus.
Sparkpost has witnessed an increase in open rate after Apple MPP went into effect. Earlier open stands at 38%, but the opens shoot up to around 46% after the MPP policy.
Optimize the right email metrics for higher ROI
With these statistics, you can gain valuable insights and bolster your lead gen efforts even further as you now have data to back your claims. And in the future, whenever you feel like you need a good list of email marketing statistics, you can always refer to this article. We will also keep updating this whenever any new data will be available.
Email marketing statistics are highly successful in demonstrating the effectiveness of marketing strategy, revealing that businesses can achieve significant ROI, strong engagement rates, and increased conversions. Data-driven insights help marketers refine strategies, optimize campaigns, and enhance customer relationships, making email marketing a powerful tool for driving business growth.
An email marketing benchmark is a standard or reference point that measures the performance of email campaigns against industry averages. These benchmarks include metrics such as open rates, click-through rates, conversion rates, and unsubscribe rates. They help marketers assess the effectiveness of their campaigns and identify areas for improvement.
Here are some key email marketing statistics to know:
You made it till the end! Here's what you can do next to grow your business:
Free guides, ebooks, and other resources to master email marketing.
Send forms, carts, calendars, games and more within your emails to boost ROI.
30-min free email consultation with an expert to fix your email marketing.
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