57 Emailing Statistics You Need to Know in 2024

L’ email marketing is perhaps the most profitable communication channel. However, it is still too little used by companies. And you will have understood, so there is a boulevard to increase your sales thanks to emailing. 🤑

You receive dozens of emails from companies and e-tailers on a regular basis without realizing it. With this strategy, these companies will be able to generate additional sales, without the need for advertising.

But it can be difficult to visualize the impact of email marketing on sales. To help you, we are going to present you different statistics and key figures on emailing. 📧

User statistics

In 2022, 4.3 billion people in the world will have a mailbox . 🌎 ( Statista )

In France, 42.2 million people have a mailbox, which is about 60% of the population. 🇫🇷(Médiamétrie)

👉 67% of internet users have multiple email addresses.

Every day, 1.4 billion emails are sent in France alone. Globally, 306.4 billion emails are sent on a daily basis. 📩

👉 92% of adult users say they read every email they receive.

👉 99% of users check their mailbox at least once a day.

42% of users check their email on mobile. (emailmonday.com)

👉 An email that does not display properly on mobile is likely to be deleted after 3 seconds by its reader.

What are the most used messaging services in the world?

• Google (Gmail): 1.6 billion users
• NetEase Mail: 442 million users
• Outlook: 401 million users
• Tencent QQ: 216 million users
• Yahoo Mail: 215 million users

What are the most used email services in France (Statista survey)

• Gmail
• Hotmail
• Orange
• Yahoo Mail
• Free
• Nine

Statistics on email marketing and its profitability

The email marketing industry is expected to be worth $84.2 billion by 2024. 🏦

Among B2B marketers, 8 out of 10 say that email marketing is their most effective communication channel.

In order to collect emails, you can offer a discount to visitors in exchange for their subscription to the newsletter.

👉 This strategy works, as 42% of users say they have already signed up for a newsletter toget a discount.

👉 A user who visits an e-commerce after receiving an offer by email spends on average 138% more than a lambda visitor.

60% of customers have recommended an e-commerce after receiving a sales email. 📦

Email marketing always provides a better Return On Investment(ROI) than social media marketing campaigns.

Emailing is 40 times more effective than social networks to get new customers. (mckinsey.com)

👉 For $1 spent, the average ROI is $44 (United States – campaignmonitor.com)

87% of B2B companies useemail marketing as a communication channel. This makes it the second most used communication channel, behind social networks (89%), but ahead of blogs (86%).

👉 83% use it as a content strategy.

👉 40% believe that email marketing is a crucial strategythat contributes to the success of a business.

79% of BtoC companies useemail marketing as a communication channel. This is the third most used channel, behind the blog and social networks.

BtoC companies use emailing to(contentmarketinginstitute.com):

• Securing a 16% lead
• Retain customers at 24%.
• Convert a lead at 21

Among all companies (BtoB and BtoC) , emailing is the most used communication method to share information. The first one is obviously LinkedIn and the third Twitter.

👉 59% of users say they have been influenced by email marketing to make a purchase decision.

In addition to being more efficient, emailing is a communication channel that allows you tobe closer to your customers. 👥

According to Bluecore:

74% of baby boomers(people born between 1943 and 1960) think that emailing is the most personal communication channel. 🗣️

This percentage is 72% for Generation X(those born between 1965 and 1980).

64% for generation Y(born between 1980 and 1990)

60% for generation Z (people born between 1997 and 2010)

The main metrics of emailing campaigns

When you send emails via an autoresponder, you’re going to be able to get a lot of statistics including open rate, click rate, unsubscribe rate, etc. 📊

Nonprofits have the highest open rate.

The average open rate is 18% and the average click rate is 2.6%. 🖱️(campaignmonitor.com)

The average disenrollment rate is 0.1%.

The average conversion rate is 1.2%. 🤝

All of these metrics and percentages may vary by industry.

The opening rate is higher than average in education(24.9%), financial services(24.8%), media(20.8%) or fitness(21.6%) for example.

👉 The average opening rate on BtoB customers is 15.1%.

👉 The average open rate on BtoC customers is 19.7%.

Interestingly, 35% of users decide whether or not to open an email based on its subject. (HubSpot)

63% of marketers use third-party software to analyze their email campaign results. 📊

Only a small part uses the statistics provided by the autoresponders(MailChimp, SendinBlue, ActiveCampaign, etc.).

How to improve the results of email marketing campaigns?

Through various surveys, we notice that some simple tricks can inflate email marketing performance. 📈

By adding a personalized subject line to your emails(e.g. adding the user’s first name), you can increase your open rate by 26%.

👉 Simplyadding the recipient’sfirst name to an emailincreases its CTR(click-through rate) by 7% on average.

👉 Adding a video to an email canincrease its click-through rate by 300%.

👉 The simple fact ofadding the word“ video ” in the email subject line canincrease its open rate by 80%.

👉 Adding one or more emojis in the subject line of an emailincreases its click-through rate by 93%. (Also increases the opening rate by 29%)

When a user is subscribed to a newsletter, they are more likely to open the emails the company sends them. 📧

👉 34% of newsletter subscribers open emails 1 hour after they are sent. (GetResponse)

If you go to an e-commerce, add a product to your cart but don’t order, the company can send you an email to remind you that your product is still available. These are called shopping cart reminder emails. 📦

👉 Emails sent one hour after cart abandonment get an average conversion rate of 6.3%.

👉 The average open rate of shopping cart reminder emails is 40%.

👉 Sending 3 shopping cart reminder emails instead of just one gets 67% more results.

👉 This type of email recovers up to 8% of abandoned carts. (Barilliance)

👉 S hopping cart reminder emailsincrease sales by 4%(varies by sector: 6.38% in fashion, 4.11% in beauty, 524% for jewelry for example)

The periodicity of sending emails can also have an impact on their open and click rates. ⌚

According to Kinsta, the best time to send an email is between 6 and 2 am.

According to GetResponse, the best time to send emails in order to boost sales is 6pm.

Emails sent between 7 and 9 am get the best open rate.

There is also a preference for sending emails on certain days of the week 📅 :

👉 18% of emails are sent on Thursday.

👉 17% of emails are sent on Tuesdays

👉 16% of emails are sent on Wednesdays

61% of users prefer to be contacted weekly.

👉 Only 38% want to be contacted several times a week.

In spite of several surveys, we do not notice any change in performance depending on the day the emails are sent. However, we note that the volume of e-mails sent on weekends decreases, without any change in the click rate.

Marketing automation and emailing

Thanks to the emailing software you can create automations. For example, you’ll be able to send an email as soon as someone signs up for your newsletter, forgets an item in their cart, or whatever. 🤖

Here are the most used automations by marketers and the average open rate(kinsta.com):

• Order confirmation email (58.32%)
• Email to change bank details(42.17%)
• Welcome email(52.09%)
• Email confirmation request(43.35%)
• Birthday email(42.74%)
• Custom automation(50.89%)

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Now you know the main statistics about email marketing. As you have seen, this strategy represents an important opportunity to increase your sales. But emailing also has other advantages, such as the fact of diversifying its sources of traffic, while building customer loyalty. 💪

If you want to get started in email marketing, we have written a comparison of the 3 best email marketing courses . By taking one of these courses, you will learn how to write sales emails, create a contact list, and more.

We also invite you to read our complete guide on emailing. You will discover tips on how to send your first emails, but also how to create a free contact list. 👀