Email Marketing Facts And Statistics in 2024-25: A Comprehensive Report

Email marketing turned 45 this January. It has not only survived major disruptions but also left modern marketing channels far behind in terms of its unique ability to connect with people. In fact, email, far from being steamrolled by tectonic technological advancements (AI being a case in point), has successfully absorbed them into its own environment. 

The consensus is that, notwithstanding the changes in consumer preferences, technology, and market trends, email marketing will continue to thrive in the coming years. While there are and will be debates surrounding the finer points of email as a marketing tool, it towers above other digital marketing avenues, both in terms of acquisition and ROI. 

You can learn more about why this is so. In this blog post, we bring you a comprehensive report on the current and future state of email marketing. 

From B2C email marketing statistics to segmentation to personalization, by the end of this report, you’ll be amazed by the prevalence of email as a vital limb of marketing in the second decade of the 21st century. 

It’s going to be numbers all the way down. So, let’s crunch away!

• Email Marketing Statistics in 2024
  
• Mobile Email Marketing Statistics
  
• AI Email Marketing Statistics
  
• B2B Email Marketing Statistics
  
• B2C Email Marketing Statistics
  
• Personalized Email Marketing Statistics
  
• Email Segmentation Statistics
  
• Email Automation Statistics
  
• Email Subject Line Statistics
  
• Email Marketing Testing Statistics
  
• Email Deliverability Statistics

Email Marketing Statistics in 2024

Image source: Forbes

• At present, there are around 4.48 billion email users across the world. (Source: Forbes Advisor)
  
• Approximately 361 billion emails get sent every day, and it will shoot up to 408 billion by 2027. (Source: OptinMonster)
  
• 81% of companies use email as part of their marketing strategy. (Source: Forbes Advisor)
  
• 64% of small businesses also use email marketing. (Source: Forbes Advisor)
  
• 36.5% is the average open rate for an email campaign. (Source: Forbes Advisor)
  
• Faith-based organizations have the highest open rate at 45.50%, followed by child care services and family and social services. (Source: Forbes Advisor)
  
• 37% of brands are already increasing their email marketing budget. (Source: HubSpot)
  
• The majority of marketers send 2-3 marketing emails every day. (Source: HubSpot)
  
• The best day to send marketing emails is Tuesday, according to 27% of respondents. (Source: HubSpot)
  
• 48.63% of all emails are spam. (Source: Statista)
  
• For every dollar spent in US and EU brands, email marketing generates a whopping $41 and $43 of ROI, respectively. (Source: Litmus)
  
• Email marketing is 40 times more effective at customer acquisition than X and Facebook combined. (Source: McKinsey)
  
• US marketers allocate 12% of their budget for email marketing. (Source: eMarketer)
  
• According to Zero Bounce’s survey, 39% of respondents check their inboxes three to five times every day. (Source: Zero Bounce)
  
• 44% of the respondents identified too many emails being sent as the top reason for unsubscribing from a list.
  
• 61% of people check their email on their cell. At the same time, 25% of the respondents said they never checked the Promotions tab.
  
• 56% of the respondents have at least three email addresses. 

Mobile Email Marketing Statistics

• Mobile accounts for 41% of email opens, followed by desktop at 39% and tablets and other devices at 20%. (Source: Forbes Advisor)
  
• 33% of emails are opened on iPhone. (Source: Forbes Advisor)
  
• More than half of email marketers optimize their email campaigns for mobile viewing. (Source: Forbes Advisor)
  
• 35% of email marketers prioritize a mobile-first approach to email design. (Source: Litmus)
  
• 59% of millennials prefer checking their emails on their cell (Source: Forbes Advisor)
  
• 46% of smartphone users would receive marketing communications from brands via email. (Source: Statista)
  
• Brands report a 15% increase in mobile clicks when optimizing email designs for mobile viewing. (Source: G2)
  
• Next only to iPhone’s email app, Gmail has the highest market share. (Source: Litmus Labs)
  
• Gmail has clocked in more than 10 billion downloads on Google Play. (Source: Google Play)
  
• More than 20% of consumers who check their emails on their cell are likely to repeat the action again. (Source: Campaign Monitor)
  
• 81% of consumers prefer opening emails on their smartphones, while only 21% prefer tablets. (Source: Campaign Monitor)
  
• 50% of consumers would rather delete an email if it’s not optimized for mobile viewing. (Source: Mapp)

AI Email Marketing Statistics

Image source: Selzy

• 63% of marketers leverage generative AI tools for email marketing. (Source: G2)
  
• 38% of marketers use generative AI mainly to write emails. (Source: HubSpot)
  
• 58.3% of marketers believe that using AI can improve their email newsletters. (Source: G2)
  
• 41% of marketers say that AI email marketing helps them make more money. (Source: G2)
  
• Currently, 10% of email marketing teams use AI to write email copy. (Source: Litmus)
  
• The use of generative AI tools led to an increase in the click-through rate by 13.44%. (Source: Returnpath)
  
• 39% of marketers believe that AI-powered hyper-personalization will have the biggest impact on email marketing. (Source: emarketer)
  
• To 18% of marketers, blockchain technology will have the least impact on AI email marketing in the future. (Source: emarketer)
  
• 57% of marketing brands with over 500 employees are already using AI in their email campaigns. (Source: Ascend2)
  
• For 95% of marketers, using generative AI for email creation is “effective,” while 54% find it “very effective.” (Source: HubSpot)
  
• AI-powered email marketing leads to a 41% increase in revenue. (Source: Adobe)
  
• 87% of marketers use AI to ramp up their email marketing. (Source: Master of Code)
  
• 51% of generative AI users from the email world use ChatGPT. (Source: Litmus)

B2B Email Marketing Statistics

• The average email open rate in B2B is 15.14%. (Source: Statista)
  
• The average conversion rate via email in B2B is 2.5%. (Source: Ruler Analytics)
  
• The average unsubscribe rate in the B2B sector stands at 0.24%. (Source: Mailerlite)
  
• The average click-through rate in B2B is 2.44%. (Source)
  
• 73% of B2B marketers find email to be the best digital marketing channel for reaching out to prospects. (Source: Forbes Advisor)
  
• 81% of B2B marketers already use email. (Source: Forbes Advisor)
  
• 77% of B2B consumers prefer email to be their channel for communication. (Source: Forbes Advisor)
  
• 67% of B2B consumers, overwhelmed by the number of emails they get, have a dedicated junk email account set up. (Source: Gartner)
  
• Email is the third-highest granted media platform to have been used by B2B marketers. (Source: Content Marketing Institute)
  
• 79% of B2B companies and agencies find email to be the most successful digital marketing channel for distributing content. (Source: Content Marketing Institute)
  
• 40% of B2B marketers report email newsletters to be the most critical part of their overall content marketing success. (Source: Content Marketing Institute)
  
• 55% of B2B marketers have increased their email marketing budget in the past year. (Source: Influencer Marketing Hub)

B2C Email Marketing Statistics

Image source: Content Marketing Institute

• 50% of consumers buy directly due to marketing emails at least once every month. (Source: Salecycle)
  
• Over 8 out of 10 consumers will open a welcome email, leading to twice the number of opens and four times the number of clicks, in comparison to other types of emails sent. (Source: GetResponse)
  
• Automation is an integral part of email marketing for 87% of B2C marketers. (Source: HubSpot)
  
• 60% of respondents to a survey said that marketing emails have played a role in their buying decisions. (Source: Constant Contact)
  
• Accessibility is top-of-mind for 64% of B2C marketers when creating emails. (Source: Pathwire)
  
• The abandoned cart email has an average open rate of 50.5%, which is 15% higher than the open rate of other marketing emails. (Source: Forbes Advisor)
  
• People are three times more likely to buy from marketing emails than social media. (Source: Forbes Advisor)
  
• Automated/triggered emails generate 30 times more revenue per recipient. (Source: Forbes Advisor)
  
• 80% of retail businesses report email marketing to be their most successful means of customer retention. (Source: Word Stream)
  
• 51% of US consumers prefer email to other marketing channels for receiving discounts. (Source: Backlinko)
  

Personalized Email Marketing Statistics

• 75% of respondents hate seeing content not relevant to them. (Source: OptinMonster)
  
• Irrelevant content is again the top reason why 43% of people unsubscribe from an email list. (Source: OptinMonster)
  
• 58% of email marketing revenue comes directly from target and personalized campaigns. (Source: Instapage)
  
• 75% of customers would prefer buying from a brand that is acquainted with their purchase history and recommend relevant products to them. (Source: Instapage)
  
• 74% of the Baby Boomers consider email to be their most personal form of communication. (Source: HubSpot)
  
• Addressing the recipient by their first name can increase the open rate by 35%. (Source: Snov)
  
• Email segmentation leads to a colossal 760% increase in revenue generation. (Source: HubSpot)
  
• Personalized subject lines are 26% more likely to generate opens. (Source: OptinMonster)
  
• The top three reasons for personalized email campaigns are higher open rate (82%), followed by improved CTR (75%), and customer satisfaction (58%). (Source: Snov)
  
• 96% of businesses report personalization leads to email marketing success. (Source: Sender)
  
• Email personalization reduces the cost of acquisition by 50%, improves spending efficiency by 10-30%, and spikes revenue generation by 5-15%. (Source: Sender)

Email Segmentation Statistics

• 25% of revenue generation can be traced to segmented lists. (Source: DMA)
  
•  74% of customers are frustrated when email content is not aligned with their individual interests. (Source: Campaign Monitor)
  
• No more than 31% of email marketers use basic segmentation (Source: GetResponse)
  
• 78% of marketers consider list segmentation indispensable to their marketing strategy. (Source: Gleanster)
  
• Segmented campaigns boast a 100.95% click rate in comparison to non-segmented email campaigns. (Source: Mailchimp)

Email Automation Statistics

Image source: Statista

• In 2023, the most automated marketing channel was email. (Source: Ascend2)
  
• Automation is the third-most effective marketing strategy today. (Source: HubSpot)
  
• 18% of brands that do email marketing consider automation as their primary tactic. (Source: HubSpot)
  
• 31% of email orders is the direct result of automated campaigns. (Source: Omnisend)
  
• In one of the tests carried out on 17 billion emails, automated emails scored 84% higher open rates, 2,270% increase in conversion rates, and a 341% increase in the click rate. (Source: Omnisend)
  
• 48% of email marketers plan to increase automation in the coming 12 months. (Source: MarketingCharts)
  
• The most automated email campaigns are onboarding and post-purchase, according to 55% of marketers. (Source: Litmus)

Email Subject Line Statistics

• 47% of recipients decide whether or not to open an email based solely on its subject line. (Source: Startup Bonsai)
  
• Again, based solely on the subject line, 68% of recipients decide whether or not to mark an email as spam. (Source: Startup Bonsai)
  
• Subject lines with 61-70 characters tend to have the highest open rate at 32.1%. (Source: GetResponse)
  
• The inclusion of a preheader text along with the subject line results in an average click-through rate of 3.12%. (Source: GetResponse)
  
• More than 60% of recipients find email subject lines with just block letters unacceptable. (Source: MarTech)
  
• Adding emojis to your subject lines increases the open rate by a great 56%. (Source: GetResponse)
  
• Emails with the word “update” in their subject lines have the highest average open rate (42.84%), followed by “events” at 42.76%,  “news” at 37.98%, “newsletter” at 37.25%, and “prize” at 35.07%. (Source: GetResponse)

Email Marketing Testing Statistics

• 59% of companies perform A/B testing on their email campaigns. (Source: Adoric)
  
• In exchange for email addresses or tweets, an A/B test on an eBook campaign showed that 85% of people agreed to give their email addresses, rather than tweet about the eBook. (Source: WordStream)

Email Deliverability Statistics

Image source: Email Tool Tester

• In 2024, the average deliverability rate is 83.1%. (Source: Email Tool Tester)
  
• Gmail has the highest deliverability rate at 95.54%, followed by Microsoft at 91.33%, Yahoo at 81.33%, and AOL at 76%. (Source: Email Tool Tester)
  
• The top five deliverability platforms in 2024 are ActiveCampaign (94.2%), Constant Contact (91.7%), GetResponse (90.9%), Moosend (90.1%), and CleverReach (90%). (Source: Email Tool Tester)

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You might also want to check out this email marketing audit checklist.