40+ Little-known Email Marketing Statistics to Know In 2024

Looking for the latest email marketing statistics for 2024? Your search ends here.

Did you know that email generates a whopping $36 ROI on $1 you spend? 

No matter your niche, email marketing offers a ton of benefits, including;

  • Lead generation
  • Traffic
  • Conversions 
  • User engagement and more

So let’s find out the interesting email ROI stats without much ado.

An Ultimate List of Email Marketing Statistics 2024

email marketing statistics

1. How many email users are there across the world?

There are currently over 4.48 billion email users worldwide in 2024. It is set to grow to 4.73 billion users in 2026. (Statista)

90% of Americans aged over 15 are using email.

2. How many emails are sent and received every day?

Approximately 347.3 billion emails are sent each day globally. That’s a 4.2% increase from 2022, when 333.2 billion were sent daily. (Source: Zippia)

Zippia also reports that the global emails sent and received daily will reach over 376 billion by 2025.

global emails

3. What is the most used email client in the world?

As of 2024, Apple currently holds the market share lead with 58.07%, followed by Gmail with a market share of 29.67%. Outlook from Microsoft comes in third with a 3.42% market share.

4. What is the average email deliverability rate?

The average email deliverability for all email service providers is 79.6%.

5. What is the best time to send emails to have better open rates?

Email campaigns sent at 4 am have an open rate of 24.31%, followed by 9 am (20.22%) and 11 am (20%).

6. What percentage of emails are opened on mobile?

65% of all emails are opened on mobile devices, with some regions significantly higher or lower. (Source: VentureBeat)

Email Marketing ROI Statistics

This section is for you if you’re looking for exciting email marketing ROI stats as a marketer.

1. What is the ROI of email marketing?

Email marketing has an amazing ROI of 36:1. For every $1 marketers spend on email marketing, they receive $36 in return. (Litmus)

email marketing roi

Here’s the email ROI by industry;

  • Media, publishing, events, sports, & entertainment: 32 (for $1 spent)
  • Software & technology: 36 (for $1 spent)
  • Marketing, PR, & advertising agency: 42 (for $1 spent)
  • Retail, eCommerce, & consumer goods: $45 (for $1 spent)

2. What is the average email open rate?

The average email open rate across various industries is 22.71%. (Source: MailChimp)

MailChimp reports that the highest open rates are found in government-related emails, with an open rate of 28.77%.

Email open rate measures the percentage rate at which emails are opened. 

3. What is the average email conversion rate?

As of 2024, the average conversion rate in email marketing is 2.9%. (Source: Ruler Analytics)

average conversion rate

Email conversion rate represents the percentage of subscribers who took a specific action, such as making a purchase or signing up for a service, after clicking through from the email.

4. Does email help you with cart abandonments?

According to Moosend, 10.37% of cart recovery emails lead to conversions. That’s much higher than the average email conversion rate (1.06%). (Image Source: Bolt.com)

cart email rate

Tip: If people leave some products in the shopping cart and fail to go through the checkout process, send emails with special incentives or discounts to improve conversions. 

5. What is the average unsubscribe rate in email marketing?

The average unsubscribe rate is less than 1% across various industries.

The unsubscribe rate is the percentage of subscribers who opted to unsubscribe from future emails. 

It will vary depending on the frequency of emails, the quality of your newsletters, the timing of your emails, etc.

6. What is the average CTR in email marketing?

MailChimp says the average email click-through rate across industries is 2.91%.

average ctr

In case you’re curious, here are some of the industries with the highest click-through rates;

  • Hobbies (5.01%)
  • Media and Publishing (4.62%)
  • Government (3.99%)
  • Home and Garden (3.03%)

An email click-through rate (CTR) is the percentage of subscribers who clicked on one or more links in your email.

7. What are the biggest landing page challenges?

45% of marketers struggle to generate traffic to their landing pages, according to GetResponse. 33% have poor conversion rates, 18% need help with A/B testing and optimization, and 16% with landing page copy and call to action.

8. How long should an email be?

The average email contains 435 words and takes approximately 3 minutes to read. Subject lines have an average of 44 characters. Approximately 7% of subject lines include emojis.

9. What is the average email bounce rate?

The average bounce rate for marketing emails is around 2 to 3%. (Campaign Monitor)

This percentage can vary depending on the quality of the email list and the email service provider you use.  

If you see bounce rates over 5%, you should consider changing your email marketing software. That’s why choosing an email service platform with the highest email deliverability rate is extremely important.

In case you’re wondering, the email bounce rate is the percentage of email addresses in your email list that didn’t receive your newsletters for various reasons, such as spam complaints, flagged content, etc.

10. Do people like emails with specific offers? 

Yes. According to Liveclicker, 55% of consumers have stated that they like email messages that contain relevant products and offers.

B2B Email Marketing Statistics

Here are some of the latest B2B email marketing stats for 2024.

1. What are the benefits of birthday emails?

Did you know that birthday emails generate 342% higher revenue per email than promotional emails? Also, birthday emails have 179% higher click rates than promotional emails. (Source: Experian)

If you’re running a business or online store, make sure to collect your customer’s date of birth data. That way, you can send exclusive birthday emails with special incentives to generate more sales.

2. What are the statistics of triggered emails?

An Epsilon study reports that triggered emails get an average of 74.9% higher email open rates and 161.9% higher click-through rates than traditional bulk messages.

3. How many B2B companies use email marketing?

69% of B2B organizations use email newsletters (Source: Content Marketing Institute)

For most companies, after website, email marketing is the most popular owned-media platform for content distribution. 

Look at the following data to see the top ways most marketers use to promote their content.

content distribution

4. What are the top technologies B2B companies use?

The top technologies B2B organizations use are 

  • Analytics tools (83%)
  • Social media publishing/analytics (80%)
  • Email marketing software (75%) 
  • Content creation and workflow tools (73%)

As you can see, email marketing ranks THIRD in the list of technologies used by B2B companies. (Source: Content Marketing Institute)

5. What are the top 5 measures of email marketing success? 

Content Marketing Institue reveals the top 5 metrics are delivery rate (36%), bounce rate (40%), conversion rate (67%), open rate (78%), and click-through rate at first place with (91%).

6. How do marketers drive traffic to their landing pages?

Email is the BIGGEST traffic source for most businesses to their landing pages (21%), according to GetResponse. 17%  don’t use dedicated landing pages,16% of traffic comes from organic social media, and organic search contributes 14% of landing page traffic. 

7. Do videos in email help with conversions?

Martech Advisor reports that including videos in your email content can increase your click rates by up to 300%. 

Is Email Marketing Effective?

Here are some of the must-know email marketing statistics.

Interestingly, 12.9 million people visit Quora via email every month. To know more detailed insights on this, check out Quora Stats.

1. What is the best day to send emails?

According to a recent survey by HubSpot, the best times to send emails are 9 AM to 12 PM and 12 PM to 3 PM (EST).

Their survey respondents revealed the best days as;

  • 27% of U.S. marketers said Tuesday
  • 19% said Monday
  • 17% said Thursday
best time to send emails

2. What is the worst day to send emails?

Campaign Monitor reveals that the worst days with the lowest click-through rates are Saturday & Sunday (2.1%)

3. Are companies investing in email marketing?

According to the Litmus report, nearly 37% of companies intend to increase their investment in email overall. Only 1.3% plan to decrease their email budget.

4. What type of emails do most marketers send to their subscribers?

Newsletters (81%) and welcome emails (79%) are the most popular emails for marketers. (Source: Litmus)

type of emails

5. Are people using AI in email marketing?

Litmus states that 33% of marketers use AI in marketing in general, and 39% plan to in the future.

ai email marketing

As you can see above, here are some of the ways AI is used in email marketing;

  • 70% in send time optimization
  • 55% in segmentation and subscriber targeting
  • 47% in content suggestions, product recommendations, etc
  • 32% in writing personalized copy

6. How many times do marketers send emails?

About 45% of marketers send emails weekly, and about a third do it several times a week. (Source: Databox)


7. Do marketers send fewer emails based if engagement is less?

Yes. According to the Databox survey, over 72% of marketers reduce the mailing frequency for recipients, no longer opening messages or clicking links. 

Around 28% of marketers send users the same volume of emails regardless of user engagement.

frequency of emails

8. What is the biggest challenge for most email marketers?

According to the GetResponse email marketing survey, the biggest challenges for most marketers are driving traffic to landing pages (45%) and poor conversion rates (33%). 

For most people, email is the top traffic source (21%), ahead of organic social media (16%) and organic search (14%). 

9. What are the primary email marketing metrics to track?

GetResponse states that tracking email opens and clicks for each send (63%) is the #1 metric to track.

primary email marketing

As you can see, 28% of people track mid-funnel outcomes such as leads generated from form-fills, registrations, etc. 

23% of marketers track all subscriber activity and value over time. 19% of people track lower-funnel website outcomes and values like sales “after the click” in the email since email and website tracking is integrated.

10. Do marketers A/B test their emails?

20% of marketers tend to test offers, layouts, and copy. 16% of people only test alternate subject lines. 10% of marketers test performance by segment. (Source: GetResponse)

Email Personalization Statistics

Are you a fan of email segmentation? Looking for email personalization stats? Here are a few KEY stats you should know as a marketer.

1. What is the value of email segmentation?

Email segmentation is extremely important. DMA reports that segmented and targeted emails generate 58% of all revenue. More than a third (36%) of revenues were driven by emails sent to specific target selections.

email segmentation

2. Do segmented emails help with better open rates?

Yes, segmented personalized emails average 46% higher open rates than regular marketing messages. Also, personalized emails deliver 6x higher transactional rates. (Source: Instapage)

3. What is the ROI of personalized emails?

Instapge reports that personalized email marketing generates a median ROI of 122%, which is extremely higher when compared to normal email newsletters (without personalization).

4. How do personalized emails help?

When only your email subject line is personalized, emails have an average open rate of 7.4% and a click rate of 0.4%.

When only your email message is personalized, they have an average open rate of 18.8% and a click rate of 2.1%.

When both (subject lines and email content) are personalized, emails have an average open rate of 5.9% and a click rate of 0.2%. (Source: Instapage)

5. Does transactional emails help with sales?

Yes. Experian reports that transactional emails have 8x more email open rates and clicks than any other type of email and can generate 6x more revenue.

Litmus reports that 80% of customers are more likely to purchase a brand that provides personalized experiences. 83% of customers are willing to share their data to create a more personalized experience.

6. How do most people collect leads through landing pages?

45% of marketers include newsletter signup forms in landing pages to collect leads. 37% offer downloadable ebooks, whitepapers, infographics, etc., 23% promote product launches, and 20% invite attendees for webinars. (GetResponse)

lead generation

7. What do marketers use in email signatures?

According to Moosend research about email signatures, 75% of them included contact information. 60% of people shared their phone numbers, and fewer had their social media profiles – Twitter (7%), Facebook (3%), and LinkedIn (2%).

8. What type of email marketing automation techniques do most people use?

GetResponse reveals that 64% of marketers use email automation, e.g., welcome sequences and customer onboarding.

Here are a few major marketing automation techniques used;

  • Basic profile-based targeting (26%)
  • Personalization with dynamic content (23%)
  • Lead scoring (15%)
  • Advanced segmentation (13%)
  • Artificial intelligence to improve message relevance (5%)

9. What are the benefits of email marketing automation?

30% of Getresponse respondents said saving time is the most significant benefit of marketing automation. It is followed by;

  • Lead generation (22%)
  • Increase in revenue (17%)
  • Customer retention (11%)
  • Tracking and monitoring of marketing campaigns (8%)

10. What is the data most marketers collect to send personalized emails?

80% of marketers personalize emails with profile data, and 64% personalize by customer segment.

11. How often do most marketers send emails?

22% of marketers (or the companies they work for) send marketing emails 2-3 per day, and 21% send daily emails. 12% send a weekly email. (HubSpot)

email frequency

FAQs | Email Marketing Facts & Data 2024

Here are some frequently asked questions about email marketing stats.

What is email marketing?

Email marketing is a marketing channel that uses email to promote your products or services. It is a form of direct marketing as you use emails to connect directly with your customers.

Is email marketing effective?

Yes, email marketing is one of the effective ways to generate more sales. It also has the highest average ROI, $36 for every $1 spent. Simply put, if you invest a dollar and in return, you get 36 times from it.

What are the key stats of email marketing?

Here are a few mind-blowing email marketing stats for 2024;
– The global market for email marketing software is expected to reach $17.9 billion by 2027
– On average, most brands make $36 for every U.S. dollar they spend
– There are over 4.48 billion email users worldwide as of 2024

What percentage of marketers use email?

CMI reports that 69% of marketers use email marketing to promote content and products.

What percentage of sales come from email marketing?

Most businesses generate at least 25 to 35% of their total revenue from email. Statista reports that email marketing revenue is set to reach over $17.9 billion worldwide by the end of 2027.

What is the average inbox placement rate?

As of 2024, average inbox placement ranges between 70-100% across industries.

Related Resources:

Final thoughts on email marketing stats

Email marketing is EXTREMELY effective when done correctly. It allows YOU to communicate directly with your target audience, get feedback, improve sales, and more.

Remember, email marketing aims to engage your customers, not just send sales pitches.

Did you find our email marketing statistics helpful? Have any questions? Let us know in the comments. 

About Author
Anil Agarwal is the Founder of Bloggerspassion. He is a full-time blogger and SEO expert who has been helping people build profitable blogs for over a decade Now. He has been featured in Over 100 Publications including Forbes, The HuffPost, HubSpot, Shopify, Semrush, Kinsta, Bluehost, Hostinger and G2.com etc. Know more about Anil Agarwal from here.

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