Want to know the key email marketing statistics? Explore our post to learn valuable insights and stay up to date with industry trends.
Email marketing continues to be one of the most powerful tools in digital marketing, and as we move into 2024, the landscape is evolving rapidly. Email marketing continues to stand out as one of the effective ways to engage customers, drive sales, and build brand loyalty.
With an impressive 4.48 billion users worldwide, the potential for reach is tremendous. Analysts forecast continued growth, anticipating this number will rise to 4.59 billion by 2025 and 4.73 billion by 2026.
Despite the growth of social media and other marketing channels, email marketing remains one of the most effective and cost-efficient strategies. As we step into 2024, new trends and data are shaping the way marketers approach email campaigns.
In this article, we’ve gathered some of the key email marketing statistics for 2024 that will help you optimize your strategy and achieve better results.
Email Marketing Statistics 2024
From rising global email usage to advancements in AI-driven personalization, understanding the latest email marketing statistics is crucial for staying competitive. Let’s dive into these essential stats and trends that are defining email marketing in 2024.
Global Email Usage and Growth
Email remains a fundamental channel for communication, with the number of global email users expected to reach 4.6 billion by the end of 2024. This growth is fueled by increasing internet accessibility and mobile usage, particularly in developing countries.
Emails sent daily: An estimated 376 billion emails will be sent and received each day in 2024, reflecting the sustained importance of email in personal and business communication.
Global Email Usage and Growth Statistics (2024)
| Metric | Statistic | Description |
|---|---|---|
| Global Email Users (2024) | 4.6 billion | Expected number of global email users by the end of 2024 |
| Global Email Users (2023) | 4.48 billion | Total number of global email users in 2023 |
| Projected Global Email Users (2025) | 4.59 billion | The forecasted number of global email users by 2026 |
| Projected Global Email Users (2026) | 4.73 billion | Forecasted number of global email users by 2026 |
| Emails Sent Daily | 376 billion | Estimated number of emails sent and received per day in 2024 |
| Email Marketing ROI | $42 for every $1 spent | Return on investment for email marketing campaigns |
| Consumers Preferring Email Promotions | 61% | Percentage of consumers who prefer receiving promotions via email |
| Mobile Email Views | 41% | Share of email views from mobile devices |
| Business Email Usage | 70% | Percentage of professionals using email for business communication |
| Automated Email Open Rate | 45% | Open rate of automated emails (e.g., welcome, cart recovery) |
Email Marketing ROI
Email marketing delivers the highest ROI among all digital marketing channels, with businesses seeing an average return of $42 for every $1 spent. This remarkable statistic underlines the cost-effectiveness of email marketing, particularly for small and medium-sized enterprises.
B2B email marketing typically sees higher engagement and ROI, focusing on personalized and targeted content. However, B2C brands are also increasingly leveraging automation and segmentation to boost their email performance.
Open Rates and Click-Through Rates
As email inboxes become more crowded, capturing attention is more challenging. In 2024, the average email open rate stands at 22.7%, with industries like government, financial services, and nonprofits experiencing the highest rates.
Emails with personalized content have a 29% higher open rate and a 41% higher click-through rate.
Open Rates
As inboxes grow more crowded, it’s increasingly difficult for marketers to capture attention. In 2024, the average email open rate is 22.7%. Industries such as government, financial services, and nonprofits see some of the highest open rates due to more targeted, relevant content and increased consumer trust.
Average Email Open Rate by Industry (2024)
| Industry | Average Open Rate (%) |
|---|---|
| Government | 28.9% |
| Financial Services | 27.6% |
| Nonprofits | 26.1% |
| Healthcare | 24.9% |
| Education | 23.4% |
| Retail | 21.3% |
| E-commerce | 19.5% |
| Technology | 20.8% |
| Travel & Hospitality | 18.2% |
| Real Estate | 22.1% |
To boost open rates, marketers are focusing on personalization, dynamic subject lines, and AI-generated optimizations to better connect with their audiences.
Click-through rate (CTR):
In 2024, the average email click-through rate (CTR) is 2.8%. Getting users to engage with email content is a challenge, but interactive elements like polls, quizzes, and embedded videos are driving higher engagement.
Average Email Click-Through Rate (CTR) by Industry (2024)
| Industry | Average CTR (%) |
|---|---|
| Government | 3.5% |
| Financial Services | 3.2% |
| Nonprofits | 3.1% |
| Healthcare | 2.9% |
| Education | 2.7% |
| Retail | 2.5% |
| E-commerce | 2.1% |
| Technology | 2.4% |
| Travel & Hospitality | 1.8% |
| Real Estate | 2.6% |
Marketers are also leveraging AI-driven personalization and dynamic content to create compelling calls to action that resonate with recipients, helping to improve click-through rates in increasingly competitive inboxes.
Mobile Optimization
With 41% of email views coming from mobile devices, optimizing emails for mobile is critical to ensuring a seamless user experience. Desktop computers account for 39% of views, while tablets and other devices make up the remaining 20% according to Forbes. This diverse distribution emphasizes the need for responsive design to make emails accessible and engaging across all platforms.
By tailoring email campaigns to function smoothly on various devices, marketers can enhance user experience and drive higher engagement. Ensuring emails are mobile-friendly is key to maximizing their impact, no matter where or how recipients view them.
Automation and Personalization
Email automation is playing an increasingly important role in 2024, allowing marketers to send timely, relevant content to users without manual intervention.
- Automated emails: Automated emails, such as welcome series, abandoned cart emails, and birthday promotions, have an open rate of 45% and a 10.2% CTR, outperforming standard marketing emails.
- Personalization: Personalized emails that use the recipient’s name, past purchase behavior, or browsing history can lead to a 29% higher open rate and a 41% higher click-through rate. Personalization at scale is becoming more achievable with advanced AI tools.
Segmentation for Higher Engagement
Email segmentation is proving to be one of the most effective ways to increase engagement. Segmented email campaigns have a 94% higher click-through rate than non-segmented campaigns, as they deliver more relevant content to the audience.
Behavior-based segmentation like segmenting by purchase history, engagement level, or demographic information allows marketers to send tailored messages that resonate with the recipient’s interests.
The Rise of AI in Email Marketing
Artificial intelligence (AI) is reshaping email marketing in 2024. AI tools are helping marketers analyze data, predict consumer behavior, and automate email personalization at scale.
- AI-driven subject lines: Using AI to craft subject lines based on historical data can increase open rates by up to 30%.
- Predictive analytics: AI-powered predictive analytics helps identify the best times to send emails, increasing engagement and conversion rates.
Interactive Emails
Interactive elements, such as polls, quizzes, and embedded videos, are becoming more common in 2024. These features engage recipients directly within the email, resulting in higher interaction rates.
Emails with interactive content see a 73% higher click-to-open rate than static emails.
Privacy Regulations and Data Security
With growing concerns about data privacy, marketers must stay compliant with regulations like the GDPR (General Data Protection Regulation), CCPA (California Consumer Privacy Act), and the CAN-SPAM Act (Controlling the Assault of Non-Solicited Pornography And Marketing Act). In 2024, 72% of consumers report being more concerned about their online privacy compared to five years ago.
Emails that clearly explain how consumer data is used tend to build more trust, resulting in higher engagement and customer loyalty.
Video in Email Marketing
The inclusion of video content in emails is expected to grow significantly in 2024. Adding videos can boost click rates by 65% and reduce unsubscribe rates by 26%.
Quick, engaging videos within emails are becoming a popular trend to convey information in a dynamic way that appeals to busy recipients.
Summary of Email Marketing Statistics 2024 in a Table
Here’s a table summarizing some key email marketing statistics for 2024:
| Category | Statistic | Description |
|---|---|---|
| Global Email Users | 4.6 billion | The number of global email users is expected to reach 4.6 billion by the end of 2024. |
| Emails Sent Daily | 376 billion | An estimated 376 billion emails will be sent and received daily by 2024. |
| Email Marketing ROI | $42 for every $1 spent | Email marketing delivers the highest ROI compared to other digital channels, with $42 returned per $1 spent. |
| Average Open Rate | 22.7% | The average open rate for email campaigns across industries. |
| Average Click-Through Rate | 2.8% | The average percentage of email recipients who clicked on links in the email. |
| Mobile Email Opens | 41% | Over 41% of emails are opened on mobile devices, making mobile optimization essential. |
| Automated Email Open Rate | 45% | Automated emails (such as welcome or cart recovery) have significantly higher open rates compared to standard emails. |
| Click-Through Rate for Segmentation | 94% higher | Segmented email campaigns generate 94% higher click-through rates than non-segmented campaigns. |
| Personalization Boost | 29% higher open rate & 41% higher CTR | Emails with personalized content have a 29% higher open rate and a 41% higher click-through rate. |
| Interactive Content Boost | 73% higher click-to-open rate | Emails with interactive content (e.g., polls, quizzes) see a 73% higher engagement compared to static emails. |
| Video in Emails | 65% increase in clicks & 26% lower unsubscribe rate | Emails with video content see a 65% increase in clicks and a 26% lower unsubscribe rate. |
| AI-Driven Subject Line Impact | 30% increase in open rates | AI-optimized subject lines can boost email open rates by up to 30%. |
These key email marketing statistics underline the importance of personalization, automation, mobile optimization, and engaging content to drive better results from your email marketing efforts in 2024.
Conclusion
Email marketing in 2024 is evolving with technological advancements, heightened consumer expectations, and new privacy regulations. However, it remains one of the most effective digital marketing strategies. By staying on top of these key trends—automation, personalization, mobile optimization, and interactive content—you can ensure your email campaigns are more engaging, relevant, and successful.
As the email landscape continues to change, adapting your strategies to align with these statistics will keep your marketing efforts ahead of the curve.
Here are potential sources for the statistics mentioned in the article:
