Every business needs to communicate effectively—whether by utilizing a website builder to create a professional site, being active on social media or mastering email marketing.
In a world where billions of emails are sent daily, email marketing remains a powerful tool for businesses to connect with their customers. But how many businesses are leveraging email marketing effectively? And what results are they seeing from their efforts?
To shed light on this, we’ve gathered the latest email marketing statistics for 2024, encompassing metrics like open rates, click-through rates and many more.
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Email marketing stats (highlights)
Email marketing stands out as a robust tool for engaging with customers. As Senior Ecommerce Expert Greg Zakowicz at Omnisend says:
“The reason email marketing performs so well is because it is a first-party channel, meaning customers willingly sign up to receive messages. This established engagement with the brand can help businesses build relationships with their customers, increase customer retention and lower paid retargeting costs.”
Here are some key email marketing statistics for 2024:
Open rates: The average open rate for email marketing campaigns is 25.10%. (Omnisend, 2023)
Click-through rates (CTR): On average, email campaigns see a click-through rate of 1.50%. (Omnisend, 2023)
Conversion rates: The overall conversion rate for email marketing stands at 0.07%, only a slight decrease from 0.08% in 2022—a common occurrence when accompanied by an increase in sends and clicks, which we saw happen over the last year (Omnisend, 2023)
Personalization impact: Personalized emails see a 26% increase in open rates, making personalization a priority in email marketing. (G2, 2024)
Email automation: Automated email campaigns achieve an average open rate of 42.1% and a click rate of 5.4%, which shows how important it is for increasing engagement. (Omnisend, 2023)
Mobile engagement: With 59% of Millennials using their cellphones to check emails, optimizing for mobile is crucial (Forbes, 2024). Businesses see a 15% increase in mobile clicks with mobile-responsive email designs. (G2, 2024)
AI integration: AI-driven email marketing leads to a 13% increase in click-through rates and a 41% rise in revenue, proving the transformative effect of AI on campaign performance. (Adobe, 2022)
Next, explore email marketing statistics by category:
Email usage statistics
People check their emails every day, whether it’s to connect with family, friends or—you guessed it—brands. So, it’s fair to say that email marketing is still a top choice to communicate with your customers.
Here are some email marketing statistics about general email usage:
The projected number of email users by 2025 is 4.6 billion (Statista, 2023)
The daily number of emails sent globally by 2024 will reach 376 billion (Statista, 2023)
Expected global email marketing revenue by 2027 is $17.9 billion, demonstrating its profitability (Porch Media Group, 2023)
88% of people check their email every day (Forbes, 2024)
8 seconds is an average email viewing time by 61% of email users (Forbes, 2024)
Email automation statistics
Even small businesses can’t afford the time and effort of manual email marketing. Automation is essential. Below are some statistics about how automation can transform your business and marketing:
Email automation is a strategy used by 58% of businesses (Forbes, 2024)
In 2023, automated emails accounted for 41% of all email orders from only 2% of email sends (Omnisend, 2023)
On average, automations get 42.1% open rate, a 5.4% click rate, and a 1.9% conversion rate (Omnisend, 2023)
One in three people who click on an automated message make a purchase (Omnisend, 2023)
Nearly half of all people who click on an welcome and cart abandonment email make a purchase (Omnisend, 2023)
Back-in-stock emails have the highest conversion rate of an automated email at 5.84% (Omnisend, 2023)
The average conversion rate for welcome emails is 2.74% and 2.56% for abandoned cart emails (Omnisend, 2023)
Order and shipping confirmation emails convert 22x better than campaign emails (Omnisend, 2023)
Mobile email marketing statistics
Email users are often checking their inboxes on the go, so marketers should think mobile-first if they want to keep the engagement going. Here are some mobile email marketing statistics you may find insightful:
59% of Millennials primarily use their cellphone to check email (Forbes, 2024)
56% of marketers implement mobile-friendly emails in their email marketing strategy (Forbes, 2024)
46% of smartphone users prefer email communication from businesses (G2, 2024)
Businesses see a 15% increase in mobile clicks when creating a mobile-responsive email design (G2, 2024)
AI email marketing statistics
Artificial Intelligence (AI) is transforming email marketing by providing tools to quickly analyze data for better personalization and automation, as well as giving marketers a hand in content creation. Here are some stats that highlight the impact of AI in email marketing:
87% of AI adopters use it to enhance email marketing (Master of Code, 2024)
49% of email marketers use the help of AI to create content with (Forbes, 2024)
51% of AI users among marketers use OpenAI’s ChatGPT. Other tools include Copy.ai (21%), Scalenut (19%), Anyword (18%), DALL-E (16%), and Jasper (14%) (Litmus, 2023)
41% of marketers report increased revenue, while click-through rates jump 13% with AI-powered campaigns (Adobe, 2022)
Pro tip: Boost your next email campaign with Wix’s new AI feature.
B2B email marketing statistics
The line between B2C and B2B marketing is not as clear as it once was. The people responding to an email about a new sweater that’s on sale are the same as those buying software or reading a company newsletter, so it’s no wonder B2B email marketing performs so well. Here are some stats that support that:
59% of B2B marketers say email is their most effective channel for revenue generation (Code Crew, 2024)
81% of B2B marketers report that email newsletters are their most frequently utilized form of content marketing (G2, 2024)
73% of B2B marketers consider email marketing to be the most effective method for reaching out to prospects (G2, 2024)
B2C email marketing statistics
For B2C companies, email marketing plays a pivotal role in driving engagement and sales. As Greg Zakowicz shares:
“What separates email from other marketing channels is it is an opt-in channel, meaning consumers willingly sign up to receive messages from brands. Because of this, they engage with brands when they choose, making them more receptive to a brand’s messaging.”
That is also evident from these stats:
80% of retail professionals indicate email marketing as their greatest driver of customer retention (Word Stream, 2023)
50% of consumers make a purchase from email marketing channel at least once per month (G2, 2024)
59% of people believe that email marketing influences their buying decisions (Forbes, 2024)
It’s three times more likely that people purchase from email marketing than social media (Forbes, 2024)
Email marketing stats by industry
Different industries see varying results with email marketing. It’s understandable—all of them have unique audiences that interact with brands in different ways. Learning these differences will help you manage the expectations as well as tailor your marketing strategies accordingly.
Industry email marketing performance (Omnisend, 2023)
Industry | Open rate | Click rate | Conversion rate | Click-to-conversion rate |
|---|---|---|---|---|
All campaigns 2023 | 25.10% | 1.50% | 0.07% | 4.61% |
Adult | 20.20% | 0.90% | 0.01% | 1.41% |
Antiques & collectibles | 29.80% | 1.50% | 0.15% | 10.20% |
Arts & entertainment | 28.40% | 1.50% | 0.18% | 12.10% |
Auto | 25.70% | 1.40% | 0.07% | 4.80% |
Beauty & cosmetics | 23.80% | 0.90% | 0.07% | 8.20% |
Books & literature | 33.10% | 1.20% | 0.08% | 6.80% |
Consumer electronics | 29.00% | 1.20% | 0.05% | 4.50% |
Fashion & apparel | 26.90% | 1.00% | 0.05% | 5.10% |
Firearms & weapons | 28.80% | 2.30% | 0.09% | 3.90% |
Food & drink | 30.80% | 1.50% | 0.16% | 10.30% |
Games | 29.10% | 1.60% | 0.18% | 11.60% |
Gifts | 29.20% | 6.50% | 0.06% | 0.90% |
Health & wellness | 24.50% | 1.10% | 0.18% | 15.60% |
Holidays & seasonal | 35.90% | 1.50% | 0.05% | 3.20% |
Home & garden | 24.10% | 1.10% | 0.05% | 4.30% |
Pet supplies | 27.20% | 1.20% | 0.13% | 10.80% |
Tobacco/cannabis products | 16.10% | 0.70% | 0.13% | 17.40% |
Sports | 31.90% | 1.50% | 0.08% | 5.80% |
Toys & hobbies | 27.90% | 1.70% | 0.10% | 6.20% |
Travel | 30.40% | 1.30% | 0.07% | 5.22% |
Wedding | 21.00% | 1.80% | 0.07% | 3.78% |
Personalized email marketing statistics
Relevant messaging matters. No one wants to receive an email promoting a new toaster when they're shopping for a nightstand. Understanding your audience’s shopping journeys and delivering relevant content at the right time is essential for any email campaign.
Here are some key statistics about email personalization:
80% of customers are more likely to purchase from brands that offer personalized experiences (Litmus, 2023)
26% increase in open rates with personalized email subject lines (G2, 2024)
Anniversary emails generate nearly seven times more revenue — on average, they earn 66 cents per email compared to 10 cents for bulk mailings (Forbes, 2024)
Segmented campaigns can boost revenue by up to 760% (G2, 2024)
Looking forward: What does the future hold for email marketing?
What’s old is new again. While email marketing never went away, in recent years, it has been overshadowed by the glitz and glam of social media. The brands that stayed loyal to email marketing continued to generate a consistent and high email marketing ROI, and build better relationships with their customers with less effort and cost.
More and more brands are again recognizing the consistency email marketing brings and are turning their attention back to the channel.
Expect the competition for inbox attention to increase over the next year, especially during the Black Friday and Cyber Monday shopping season. Brands that want to provide a relevant customer shopping experience and stay ahead of the competition would be wise to recenter their marketing efforts on email.
Looking for more inspo? Check out these email marketing examples to help kick off your efforts. Or, go one step further and explore these free email marketing tools.