Email Marketing Benchmarks, Trends, and Statistics (2024)

In 2024, email marketing continues to be a cornerstone of successful marketing strategies.

With cookie deprecation on the horizon, email stands to emerge as a champion in a cookieless future. Unlike cookies that track users across the web, email marketing thrives on first-party data – information willingly provided by your audience.

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

Email Marketing Solutions

Improve your email segmentation and reach your ideal customers’ inboxes. Learn how our data can help.

New Research: Uncover how B2C marketers use data to refine their targeting and build effective marketing audiences in 2024.

Article Research Sources

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

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