The latest data and statistics to keep an eye on if you’re doing email marketing in 2024.
The world of email marketing is increasingly dynamic and constantly evolving. Now more than ever, the effectiveness of a strategy depends on the ability to adapt your communication to the new needs of users and the latest digital trends.
In 2024, email marketing continues to hold its role as a protagonist in corporate communication strategies, and to fully understand the current landscape, we have gathered and analyzed the most relevant industry statistics.
So, if you’re interested in improving the ROI of your email marketing in 2024, you’re in the right place.
Email Marketing: Key Statistics of 2024.
- Email marketing generates an average of €42 for every euro invested.
- Approximately 60% of emails are read daily on mobile devices.
- 81% of SMEs state they use email marketing to reach their customers.
- 89% of marketers use email marketing as their primary channel for lead generation.
- 82% of marketers worldwide utilize email marketing to communicate with their customers.
- 99% of users claim to check their inbox at least once a day.
- Marketing professionals have experienced a 760% increase in revenue through email list building and campaign utilization.
- Half of the world’s population owns an email address, totaling 4.3 billion accounts globally.
- 4 out of 5 marketers prefer email marketing over social media.
But how effective is email marketing really?
Email marketing undoubtedly remains among the most effective marketing tools even in 2024.
99% of users claim to check their email inbox every day, and the widespread use of mobile devices has made emails even more accessible at all times and in any context.
It’s not surprising, then, that marketers continue to leverage email marketing.
But how do you measure the effectiveness of email marketing?
You can discover this by monitoring a fundamental metric: ROI, or return on investment. By measuring it, you can accurately determine the success of your campaign.
And when comparing email marketing to other marketing strategies, the ROI of email marketing certainly can’t be beaten.
With a return on investment of €42 for every euro invested, email marketing continues to be the most powerful tool to take your business to the next level.
This equates to an ROI of 4,200%!
It is estimated that there are 4.3 billion people using emails worldwide.
Since emails opened a new era in communication in the 1970s, their prevalence has steadily increased. In 2022, the number of users regularly using emails amounted to 4.3 billion, roughly half of the global population! It is projected that this number will grow to 4.6 billion by 2025. From these users, over 300 billion emails are sent and received every day.
Source: Statista.
Only 25% of companies believe they adequately monitor the ROI of email marketing.
Despite the very high return on investment, some companies struggle to calculate the actual ROI of their email marketing. Less than 13% have stated that they analyze their ROI well or very well.
A surprising 50% have admitted to measuring the ROI poorly, very poorly, or not at all!
Source: Litmus.
Email marketing represents the most effective marketing channel according to companies.
Companies continue to proclaim email marketing as the most effective digital marketing strategy available, followed by paid ads, organic search, and finally social media. 79% of marketers have included emails among the top three primary marketing channels.
Source: Hubspot.
46% of people state that they prefer to receive updates about their favorite brands via email.
There’s no doubt we enjoy promotional emails, but how often? According to a study conducted on 2,057 adults, over 60% of them appreciate receiving promotional emails weekly. 38% would like to receive emails even more frequently, while 15% want them daily! 86% of respondents state that they would like to receive at least one email per month.
Source: Hubspot.
4 out of 5 marketers would prefer to give up social media rather than email marketing.
Social media may be the most popular marketing platform for brands, but in 2021, 95% of marketers found that a well-structured email marketing strategy was more effective in achieving their goals. That’s why 80% of marketers would prefer to give up social media entirely rather than give up email marketing.
Source: Hubspot.
54.9% of abandoned cart emails have converted subscribers into customers.
Abandoned cart emails have proven to be the most successful, reaching nearly a 55% conversion rate. This result was 168% higher than the average email sent.
Source: Barilliance.
63% of marketers worldwide use email marketing.
Globally, more than 6 out of 10 marketers regularly use email for their marketing campaigns. Additionally, 65% of marketers report using email automations. More than two-thirds of these marketers have stated that the success of their email campaigns remained stable or even improved in 2020, despite a global pandemic.
Source: Statista.
77% of marketers have reported an increase in email engagement.
This figure was collected in 2021, but it remains valid today. In fact, 49.5% of marketers had planned to increase their budget for email marketing, noting a growing engagement from the audience and, consequently, an improvement in ROI.
Source: Hubspot.
73% of marketers believe that email marketing is essential for a company’s success.
Nearly three-quarters of marketers believe that email marketing is crucial for their company’s overall success. However, one-third of them admit that email marketing has not yet been integrated with the rest of the marketing program.
Source: Hubspot.
The average email open rate worldwide is 20%.
Almost 20% of all recipients open the emails that arrive in their inbox. This generates an average click-through rate (CTR) of 2.6%. Marketing emails, in particular, maintain an average open rate of 14.1%, with only 0.1% unsubscribes. However, the emails with the highest open rate are welcome emails, with an average of 69% opens (reaching up to 80%).
Source: Statista.
Friday records the highest open rates, almost at 19%.
The last day of the workweek seems to be a successful day to plan your campaigns. In fact, it’s on Friday that the open rates are the highest.
Source: Hubspot.
59% of people state that email marketing is capable of influencing purchasing decisions.
It appears that email marketing is capable of influencing the purchasing decisions of nearly 6 out of 10 subscribers. At least once a month, 50.7% of respondents claim to have purchased something after receiving a purchase suggestion via email. On the other hand, 23.8% of people make a purchase through these means several times a month, and 3% do so more than once a week!
Source: Hubspot.
