79+ Important Email Marketing Statistics to Know (2024)

Sending marketing emails is one of the best ways to reach a potential or existing customer through that person’s computer or mobile device. Use emails to link to a blog post, send a newsletter, or promote new products. 

By using personalized subject lines and content, you form a connection with your target audience. And with automated emails, launching an email marketing campaign has never been easier.

Is email marketing still worth it in 2024? According to these most recent email marketing stats it definitely is.

Top Email Marketing Statistics

  • Email marketing has an average ROI of $36 for every $1 spent.
  • 79% of marketers include email in their list of the top 3 most effective marketing channels. Paid search/ads, organic search, social media, and events round out the top 5.
  • 44% of online shoppers said emails influenced their buying decisions. Ads in content (32%), social media ads (21%), organic social (18%), search engine ads (17%), text messages (12%), and influencer marketing (7%) are worse channels to drive sales.
  • 347.3 billion emails were sent worldwide last year.
  • There were 4.4 billion email users worldwide. Over half of the world’s population use email in 2024. By 2027, the number of email users worldwide is expected to exceed 4.8 billion.

General Email Marketing Statistics

statistics on how customers prefer to hear from brands

1. 75.4% of consumers prefer to hear from brands via email. Most customers don’t like getting SMS and social media messages from companies. 19.2% of customers prefer getting texts from brands. And only 15.8% consumers prefer to hear from brands on social media.

2. The number of business and consumer emails sent and received per day is expected to be 408.2 billion by the end of 2027.

3. Email marketing has an average ROI of $36 for every $1 spent.

4. 34% of email marketers use generative AI for copy at least occasionally. This makes it more popular than video (33%) and CSS-based interactivity (26%). Check out this review of the best AI writing tools if you’re looking for help writing email copy.

5. Most marketers use automation for triggered emails (82%). Others use it for automated emails (79%), drip or nurture campaigns (67%), segmented campaigns (56%), A/B testing (45%), reporting (32%), content creation (27%), list verification (25%), contact management (19%), email development (12%), and QA testing (7%).

6. 41% of marketers said email marketing is very critical to their company’s overall success. 90% said it’s somewhat critical. Respondents include marketing specialists, team leads, managers, and directors.

changes in direct marketing budget over the next 12 months

7.  62% of companies increased their email marketing budget. Email is the top channel among US B2B and B2C marketers. Social media (52%) and influence marketing (50%) round out the top 3.

8. 16.4% of marketers described the success of their email campaigns as very successful. Others described their campaigns as somewhat successful (43.5%), average (29.4%), somewhat unsuccessful (8.4%), and very unsuccessful (2.3%).

9. 42.7% of marketers believe that open rate is the most important metric for measuring success. This is followed by click-through rate (42.1%), conversion rate (26%), revenue from email (21.8%), delivery rate (21.6%), click-to-open rate (21.3%), unsubscribe rate (17.1%), list growth (14%), inbox placement rate (13.5%), spam complaints (9.9%), email ROI (7.4%), read.skim.delete (6.2%), customer retention (4.2%), and product adoption (3.8%).

email marketing statistics on the importance of email marketing to company's overall success

10. 34.4% of marketers say design and copy are the biggest contributors to the success of their email campaigns. The other contributing factors are improving deliverability (34.4%), cohesive strategy (32.1%), ability to measure performance (27.7%), segmentation and personalization (27.6%), increasing engagement (26.5%), integrating data from other sources (23.1%), list building (15.5%), quality assurance (9.8%), and A/B testing (5.3%).

11. 49.5% of marketers say the most important objective that email helps them achieve is content distribution. This is followed by transactional communication (35.3%), promotions and selling (30.5%), product or company updates (26.8%), lead nurturing (25.7%), customer retention (21.3%), onboarding (17.3%), website traffic (14.1%), communication with support (10.3%), and reactivation (7%).

12. 37.3% of marketers say that standing out in the inbox is the biggest constraint to the success of their marketing campaign. The other constraints affecting them are inbox placement issues (32.7%), lack of time or focus (32.7%), declining use of email (27.3%), lack of support or investment (26.7%), data privacy compliance (22.5%), email security (18.2%), inability to measure performance (13.4%), and inadequate marketing technology (11.7%).

13. 36.1% of marketers say their biggest email design and development challenge is creating responsive emails. They also mention inconsistent rendering (35.1%), dark mode (24.5%), email coding problems (22.8%), accessibility issues (22.4%), following style guidelines (22%), insufficient tools (19.5%), finding or building templates (17.6%), adding interactivity (16.1%), and email team collaboration (8.8%).

14. 29% of marketers clean their email lists every month or more. Some clean their lists once per quarter (27%), once or twice a year (16%), or rarely do so (16.8%). 11.2% of marketers never clean their lists.

15. 50% of marketers keep their email lists clean by removing inactive subscribers. Others remove blocks and spam complaints (36%), validate emails at signup (29.3%), send re-engagement campaigns (28.3%), use a suppression list (28%), or do bulk email address verification (25.4%). You can find a handy list of email verification tools here to keep your list clean.

16. 42.8% of organizations have 2 to 5 people in their email team. 33.4% only have one person. 13.8% have 6 to 10 people and 10% have 11 or more.

17. 47.2% of marketers say it takes them less than a week to complete their email production process. Others take 1 to 2 weeks (35.1%), 2 to 3 weeks (12.8%), or a month or more (4.9%). Email production process refers to the writing, design, development, and optimization of an email campaign.

18. 69.9% of one-man email marketing teams claim they complete the email production process in less than a week. Only 29.2% of teams with more than 10 members claim to finish theirs given the same amount of time.

19. 36.2% of marketers always use a defined email design system when building new campaigns. Others do so sometimes (38.2%) or never (19.9%). 5.7% say they don’t know. An email design system refers to a set of defined standards, modules, and reusable components that are in line with brand style guidelines.

20. 41.3% of marketers plan on adding personalization to their email marketing strategy. Others mentioned segmentation (34.9%), send time optimization (31%), email authentication (30.7%), preference center (26.9%), interactive content (26.5%), accessible design (20.6%), user-generated content (19.2%), animation or video (17%), and AI-powered tools (13.7%). 5.5% don’t plan on using any of these.

21. 41.8% of marketers say email marketing is the channel that will provide the best ROI during a recession or economic downturn. 

B2B Email Marketing Statistics

1. 49% of B2B marketers use generative AI to create emails. Many marketers are looking for ChatGPT alternatives to generate content.

2. In 2021, 70% of brands increased their email marketing workload but not their budgets. Email volume and last-minute email changes have gone up by 61% and 45% respectively. 

3. 55% of email marketers rarely or never use A/B testing.

4. 43% of email marketers changed how they measure email performance because of Apple’s Mail Privacy Protection (MPP). 24% didn’t make any changes. 23% weren’t sure what to do.

5. 69% of B2B marketers use email newsletters to distribute content. Here’s our review of the best email newsletter software if you want to get started.

6. B2B marketers using email marketing software decreased to 68% in 2022. It was 75% back in 2021.

7. 83% of B2B marketers use email engagement as a metric to track content performance.

8. 59% of B2B marketers use email subscribers as a metric to track content performance.

9. 59% of B2B companies do not use email marketing.

10. 8% of B2B email marketing campaigns fail to include an unsubscribe link.

11. B2B companies send out 1 email marketing campaign every 25 days on average.

B2C Email Marketing Statistics

1. 55% of consumers prefer that small businesses contact them through email.

2. 57% of small business owners (100 employees or less) plan to increase their spending on email marketing. 10% said they plan to reduce their spending. 33% will maintain the amount they spend on email campaigns.

3. 64.1% of small businesses said email is the channel they use the most for their marketing campaigns.

4. 71.8% of small businesses use email to communicate with their customers.

5. 79% of marketers include email in their list of the top 3 most effective marketing channels.

6. 81% of email marketers send newsletters to customers. Other types of emails sent include welcome emails (79%), product emails (75%), sales or promotions (72%), event emails (71%), onboarding or post-purchase (62%), and customer win-back (45%).

7. 61% of email marketers don’t have a clear view of their email marketing ROI. 

marketing efforts that influence online buying decision

8. 44% of online shoppers said general emails influenced their buying decisions. Ads in content (32%), social media ads (21%), organic social (18%), search engine ads (17%), text messages (12%), and influencer marketing (7%) came out worse channels to drive sales. Order confirmation and shipping notification (23%), cart abandonment (20%), and back-in-stock emails (20%) are other email types influencing shopping behavior.

9. 23% of online shoppers said offers within confirmation or shipping notification emails influenced them.

10. 20% of online shoppers said offers in cart abandonment emails influenced them.

11. 20% of online shoppers said offers in back-in-stock emails influenced them.

12. 72% of online shoppers open email advertising a few times weekly. 43% open advertising emails at least once a day.

Email Marketing Statistics by Industry

open, click and bounce rates by industry

1. Communications (48.8%), nonprofits (39.7%), and publishing (37.5%) are the industries with the highest open rates. Health and beauty (27.7%), financial services (26.5%), and internet marketing (21.9%) are the end of the pack. 

2. Communications (5.8%), publishing (5.4%), and financial services (4.4%) are the industries with the highest average click rates. The technology industry just missed the top 3 with 3.99%. Retail (2%), health and beauty (1.8%), health care (1.7%), and internet marketing (1.7%) have the lowest click rates.

3. 9.19% of email marketing campaigns across different industries used double opt-in. 90.81% used single opt-in. This data is based on GetResponse’s analysis of its customers’ emails in 2022.

4. Marketers in the publishing industry use double opt-in the most at 26.64%. The retail industry used it the least at 3.06%. 

5. Marketers in the retail industry used single opt-in the most at 96.94%. The publishing industry used it the least at 73.36%.

6. The industry with the highest unsubscribe rate is wellness and fitness at 0.4%. Consumer packaged goods; media, entertainment, and publishing; restaurant, food, and beverage; and the retail industries have the lowest at 0.1%. Here are the unsubscribe rates for other industries: Agriculture, forestry, fishing, and hunting (0.3%); healthcare (0.3%); logistics and wholesale (0.3%); advertising and marketing (0.2%); education (0.2%); financial services (0.2%); IT and tech (0.2%); nonprofit (0.2%); real estate, design, and construction (0.2%); and travel, hospitality, and leisure (0.2%). If you’re a nonprofit and you’d like to improve your email marketing performance, check out our email marketing guide for nonprofits.

7. The Asian-Pacific region has the highest bounce rate at 0.58%. EMEA (Europe, the Middle East, and Africa) has the lowest. North America has 0.57% and Latin America has 0.63%. This is based on the campaign data of Brevo customers from January to December 2022. 

Email Personalization and Segmentation Statistics

1. More than 80% of email marketers reported seeing at least some performance improvement when using subject line personalization, live or real-time content, and personalization using dynamic content.

2. Over 90% of email marketers said email segmentation increased performance.

3. 90% of email marketers believe personalization is important to their overall business strategy.

4. 55% of email marketers prioritize personalization in their email programs.

5. 80% of customers are likelier to buy from a brand that provides personalized experiences.

6. 83% of customers are willing to share their data to create a personalized experience.

7. 76% of customers want more personalized attention from marketers to create an intimate relationship with their brands.

top 10 personalization factors used

8. 80% of marketers use a lead’s name, company, and other profile data to personalize their emails.

9. 64% use segments (like if email recipients are prospects or customers) to personalize their emails.

10. 42% of marketers personalize emails by using data from past email interactions. Others use geolocation (40%); past purchases or donations (34%); previous interactions with products or services (33%); past website interactions (26%); member, reward status, or points (23%); and gender, race, or other demographics (14%).

11. 65% of marketers create at least 2 versions of an email on average. They do this to target content to different audiences with the same email.

12. 16% of marketers create 4 or more versions of the same email on average.

13. 59% of marketers now prioritize expanding marketing automation to help send personalized emails to their audiences.

14. 46.5% of marketers use email personalization to add names to email copy. Others use them for names in subject lines (36.5%), transactional emails (33.7%), product recommendations (27.5%), content recommendations (27.4%), imagery or graphics (20.6%), user statistics (16.2%), milestone emails (10.9%), others (0.7%). 14.8% said they’re not using personalization.

15. 47.6% of marketers who use personalization consider their email campaign very successful. Others rated their campaigns as somewhat successful (37.5%), average (44.4%), somewhat unsuccessful (34.3%), or very unsuccessful (55.4%).

open rates and bounce rates on personalized emails

16. Personalized emails have higher open rates and a lower probability of bounce. Personalized emails have a 30.3% open rate, while emails without personalization only have a 26.6%. The bounce rate of personalized emails is 2.4% and 3.6% for non-personalized emails.

Email Open and Click Stats

graph of the best time to send emails

1. Emails sent between 4 AM and 6 AM have the highest open rate, according to data collected from GetResponse customers in 2022. 

2. The average email open rates were up by 7.14 percentage points in 2022. This is partly because of the introduction of Apple’s Mail Privacy Protection (MPP).

3. The average email open rate in 2022 is 26.80%. The average click-through rate is 1.89%.

4. The average click-to-open rate across all continents was 7.01%. This is based on a GetResponse study of over 30 billion emails that its customers sent throughout 2022. 

5. Out of all continents, Oceania has the best average email open rate at 37.93% and Africa has the worst at 19.12%. The average email open rates for other continents are: North America (31.02%), Europe (30.69%), Asia (19.14%), and South America (22.87%).

6. North America is the continent with the largest average click-through rate at 2.96% and Africa has the lowest at 1.16%. The average click-through rates for other continents are: Europe (2.34%), Oceania (2.15%), Asia (1.46%), and South America (1.25%). 

7. Email subject lines with 71 or more characters resulted in a 23.3% open rate. Having 11 to 20 characters resulted in a 23.2% open rate. This is based on Gartner’s study of nearly 1,200 brands’ email performance. 

Mobile Email Marketing Statistics

statistics on the were number of emails opened on smartphones

1. In the United States, 75% of all emails were opened on smartphones.

2. 81% of smartphone users aged 18 to 34 open emails using their mobile devices. 73% of people aged 35 and up use their mobile phones to check emails.

3. Nearly 1 in 5 B2B email campaigns are not optimized for mobile devices.

Email Usage Statistics

December 2023 email client market share

1. By 2027, the number of email users worldwide is expected to exceed 4.8 billion.

2. Of all email clients, Apple has the largest market share at 58.07%. This is according to Litmus’ analysis of over 2.1 billion opens in Litmus Email Analytics in December 2023.

3. Gmail is the second largest email client with a 29.67% market share. Outlook (3.43%), Yahoo! Mail (2.55%), and Google Android (1.70%) come in at third, fourth, and fifth place.

4. When asked why emails caused them stress, 59% of Americans said the emails they received weren’t useful. Others said they got too many emails (54%), couldn’t unsubscribe to a mailing list (27%), found their inbox unmanageable (24%), and didn’t recognize most of the senders (19%).

5. 17% of Americans abandoned their email accounts due to junk mail.

6. 16% of Americans find email too distracting.

7. 37% of Americans find emails from marketers and salespeople their biggest source of stress. 28% feel the same toward shopping emails like coupons and discount offers.

8. 57% of Americans use personal email. 

The 5 Benefits of Email Marketing

Businesses have many reasons to add email campaigns to their list of marketing strategies. In some cases, marketing email outperforms other tactics based on some of the email marketing stats above.

Below are why you want to use marketing emails over other strategies.

Measure Results

Compared to social media marketing, email campaigns are easier to measure. Most social media managers rely on vanity metrics. That’s not the case with marketing emails. Track email marketing revenue using analytics.

Target Specific Audiences

With segmented email campaigns, you reach customers more efficiently. That’s what makes email an effective marketing channel. Your transactional emails will reach your intended audience.

Send Personalized Emails

Another reason email is the most effective marketing channel is personalization, especially if you run segmented campaigns. You make personalized subject lines display the email users’ names or any other detail you want as long as you have that data. 

This should give you better click-through rates.

Get Customer Engagement

Your marketing efforts are rewarded when you use email to engage customers. As the stats say, customers prefer email when talking to brands. And with a friendly email subject line, getting customers to message you should be a breeze.

Automate Business Communication

Investing in marketing automation tools will give you a good return on investment. Marketing teams can focus on other tasks — the tool handles sending welcome emails.

If you’re looking for more stats, check out our collection of CRM statistics, landing page stats, and online learning statistics.


General Email Marketing Statistics
1. Mailjet “The path to email engagement 2024
2. Radicati “Email Statistics Report 2023-2027” Nov 2023
3-4. Litmus “2024 State of Email Trends” 
5-6. Litmus “2021 State of Email Report” 
7. SeQuel Response and ISG “The 2023 Direct Mail Marketing Benchmark Report
8. Litmus “2021 State of Email Report”
9-22. Mailjet “Inbox Insights 2023

B2B Email Marketing Statistics
1. HubSpot “The 2024 State of Marketing & Trends Report” Jan 2024
2-4. Litmus “2021 State of Email Report”
5-8. Content Marketing Institute “13th Annual B2B Content Marketing Benchmarks, Budgets, and Trends” 2022
9-11. SuperOffice “State of B2B Email Marketing” Oct 2022

B2C Email Marketing Statistics
1. Constant Contact “Constant Contact’s Small Business Now Report Reveals Trends Impacting Small Businesses Ahead Of The 2022 Holiday Season” Oct 2022
2-4. Campaign Monitor “Small Business Marketing: Trends to Refine Your Marketing Efforts
5-6. Litmus “2021 State of Email Report”
7-12. Digital Commerce 360 “The Shopper Speaks: Digital Marketing Insights and Tactics” May 2022

Email Marketing Statistics by Industry
1-5. GetResponse “2023 Email Marketing Benchmarks
6. Campaign Monitor “Ultimate Email Marketing Benchmarks for 2022: By Industry and Day
7. Brevo “Brevo Email Marketing Benchmark 2023: Statistics by Region & Industry” Mar 2023

Email Personalization and Segmentation Statistics
1-2. Litmus “2024 State of Email Trends”
3-13. Litmus “2021 State of Email Report”
14-15. Mailjet “Inbox Insights 2023”
16. GetResponse “2023 Email Marketing Benchmarks”

Email Open and Click Stats
1-6. GetResponse “2023 Email Marketing Benchmarks by GetResponse”
7. Gartner “Digital IQ: Email Benchmarks 2021

Mobile Email Marketing Statistics
1-2. Moosend “The Best Time To Send An Email In 2024
3. SuperOffice “State of B2B Email Marketing” Oct 2022

Email Usage Statistics
1. Radicati “Email Statistics Report 2023-2027”
2-3. Litmus “Email Client Market Share” Jan 2024
4-8. Edison Mail “68% of Americans Say App Notifications Interfered With Their Productivity” 2022

About Mor Mester

Mor Mester is the Head of Content Marketing at EmailVendorSelection. He's an email marketing and marketing automation expert with 6+ years of experience. Having tested and reviewed 100+ email marketing, marketing automation, CRM, ecommerce, SMS marketing, email verification, online course, and lead generation tools, he knows a good business software when he sees one.
After work, you can find him riding his bike on some trails.

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