In 2024, email marketing continues to be a cornerstone of successful marketing strategies.
Here are the latest trends on email marketing usage, ROI, preferences, and deliverability to help inform your 2024 email marketing strategies.
Email Usage in 2024
- There are 4.48 billion email users worldwide.
- Email remains the most widely used communication channel globally.
- 81% of companies use email as part of their marketing strategy.
- 64% of small businesses leverage email marketing.
- 4.24% of email traffic converts into sales, compared to 2.49% from search traffic and 0.59% from social media traffic.
Email ROI in 2024
- One-third of marketers consider email marketing their most impactful channel.
- Half of all marketers say email marketing is their most effective channel.
- Email marketing boasts an average ROI of $36 for every $1 spent.
- The estimated global email marketing revenue for 2024 is $12.33 billion.
- Industries like marketing, PR & advertising and retail, e-commerce & consumer goods see the highest email marketing ROIs.
- Email is 40 times more effective than social media for customer acquisition.
- The global value of email marketing is projected to reach $17.9 billion by 2027.
Email Preferences in 2024
- 79% of marketers include email within their top three marketing channels.
- Nearly 60% of consumers say marketing emails influence their purchase decisions.
- Over 50% of consumers report buying from emails at least once a month.
- Smartphone users prefer to receive brand communications via email.
- 77% of marketers have witnessed an increase in email engagement over the last year.
- 50.7% of consumers buy something from a marketing email at least once a month.
- 23.8% of people make purchases via marketing emails several times per month.
Email Deliverability in 2024
- The average email open rate across industries is 36.5%.
- The average click-through rate for email marketing campaigns is 1.4%.
- The average email bounce rate is 10.4%.
- Segmented emails generate 30% more opens and 50% more clicks compared to unsegmented blasts.
- Most marketers report an average email open rate between 46% and 50%.
- The average email clickthrough rate falls between 2.6% and 3%.
- The average email click rate lands between 7% and 9%.
- Emails with images see a near 10% increase in open rates.
- The average email delivery rate across providers is 85.7%.
Want more great email marketing stats? Check out our article: 100 Compelling Email Statistics for 2024
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Article Research Sources
- Backlinko
- HubSpot
- Forbes
- OptinMonster
- GetResponse
- Email Tool Tester
