Over half—51% of consumers say email is the best buy country b2b & b2c email list way for brands to communicate with them. Further, 95% of marketers reported that their email marketing strategy was effective in meeting their business goals.
However, launching successful email marketing campaigns is not a simple process–you need many different skills. You also must stay on top of the latest email marketing statistics and trends to craft compelling marketing emails that:
Are personalized based on customer preferences and behavior
Reach your target audiences’ inboxes successfully
Get opened and read—and boost conversions
Want to take your email game to the next level?
This article will cover some general email marketing statistics as well as a few specific stats for specific industries, such as the B2B and B2C industries, to guide you when crafting your email campaigns.
Importance of email marketing in 2024
If done right, email marketing can be a powerful tool for marketers to reach customers directly, build/nurture relationships with them, and establish brand loyalty.
Here are a few reasons why email is the oldest yet most preferred marketing channel by marketers and consumers.
Data-driven insights Email marketing provides rich data on customer behavior and preferences. With the help of a reliable email marketing tool, marketers can track metrics like open rates, click-through rates, and conversion rates to refine their strategies effectively.
Unparalleled ROI: Email delivers an impressive return on investment. 75% of businesses that spend $100 or less per month on email report an ROI of $21 or more for every dollar spent, higher than any other digital marketing channel.
Unmatched personalization and targeting: Email allows marketers to leverage the data they have on customers to launch personalized email marketing campaigns. This targeted approach enhances customer engagement, improving open and click-through rates. It also builds stronger relationships by delivering relevant, timely, customized messages directly to each recipient’s inbox.
Boost company sales: Email enables marketers to reach and engage with potential customers directly with personalized email marketing offers and promotions. Its targeted approach and measurable results help businesses convert more leads into paying customers, which can boost company sales efficiently.
That said, let’s explore the key email marketing stats.
10 Email marketing statistics you need to know in 2024
Here is a list of email marketing statistics you need to know if you want to launch high-converting email campaigns.
1. Email marketing metrics statistics
If you send marketing emails without tracking their progress, you’re shooting in the dark with your campaigns. To improve their effectiveness, you need to keep track of key email marketing metrics like CTR and open rates.
Knowing how your campaigns measure up against industry benchmarks is just as important. So, let’s look at a few stats on some of the most essential email marketing metrics:
Click-through rate
The click-through rate shows the percentage of recipients who clicked on the links in your marketing email. It is one of the most tracked metrics by marketers, helping them understand how recipients interact with their emails.
Here are some statistics around click-through rates.
The average email CTR for all industries is 3.25% (GetResponse email marketing benchmarks report 2024).
The average click-through rate for newsletters is 3.84%, while triggered emails have a CTR of 5.02% (GetResponse).
Image-based emails have a CTR of 4.84%, while text-based emails have a CTR of 1.64%(GetResponse).
Emails with CTAs get a CTR of 3-5%(Databox).
In 2022, Canada had the highest CTR of 7.41% on marketing emails among selected global countries in Europe(Statista 2022).
Country-wise distribution of email marketing campaigns in 2023, showcasing global trends in email usage.
Email open rate
Email open rate indicates the percentage of recipients who received and opened a given marketing email. Tracking these metrics helps you understand how to capture subscribers’ attention through effective email subject lines and optimal send times.
The average email open rate across all industries is 39.64% (GetResponse 2024).
Newsletters have an average open rate of 40.08%, while that of triggered emails is 45.38% (GetResponse).
Sending emails in the morning, right before people wake up (4-6 AM), and later in the afternoon (5-7 PM) can improve your opens and clicks (GetResponse).
Emails with a shorter subject line (between 61 and 70 characters) get the highest open rates, 43.38% (GetResponse). This shows the importance of the subject line for maximum open rates.
Co-marketing or sponsored emails see the highest open rates compared to other types of emails (UpCity).
Emails with preheader text have higher average open rates, 44.67%, while those without have 39.28% (GetResponse).
Personalized emails have higher open rates of 44.30% (GetResponse).
A welcome email achieves an impressive average open rate of 83.63% (GetResponse).
In 2022, about 67% of marketers globally reported an increase in open rate on their email marketing campaigns (Statista 2023).
In 2023, 57.8% of marketers reported open rates of between 20 and 50 percent in their campaigns (Statista 2023)
Email conversion rate
Conversion rate in an email simply means the percentage of subscribers that take the action specified after reading an email. This is an ROI measurement metric that helps marketers evaluate the effectiveness of their email marketing campaigns in achieving their goals.
In 2022, automated emails in e-commerce had an average conversion rate of 3% (Statista 2022).
The average conversion rate across industries is 2.6% (Ruler Analytics).
