Email Marketing Benchmarks, Trends, and Statistics (2024)

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

  1. Backlinko
  2. HubSpot
  3. Forbes
  4. OptinMonster
  5. GetResponse
  6. Email Tool Tester

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