key figures to know in 2024

Since its creation in 1975, the popularity of email has not diminished. According to Statista, the number of email users will reach more than 4 billion in 2025. A figure that speaks for itself since it represents around half of the world’s population. Email has even made a name for itself in the field of marketing by becoming one of the essential levers of BtoB.

Below, some key figures about email marketing to remember for 2024.

Statistics to remember about emailing

You should know that in 2021, a person receives and sends approximately 47 emails/day. Which means that today there are more than 370 billion emails (sent and received) worldwide. This figure is increasing according to a statistical study since a person will receive and send more than 70 emails in a day. (Statista)

In a few numbers :

• 85.7% of emails arrive at their destination and 14.3% never reach the intended destination (emailtooltester);
• For one user, only 10 seconds are spent reading emails every day;
• The annual growth rate for email marketing is 13.3%;
• The latter is expected to generate $17.9 billion on the market in 2027;
• In 2022, the French saw more than 7 advertising messages per day in their email boxes (Data & Marketing Association — France);
• The number of emails sent in groups in France for the year 2022 reached 142.16 billion;
• Marketing professionals send emails weekly for 45% of them;
• 40% of users say they have more than 50 unread emails in their inbox;
• In France, 42.2 million people have an email box (Médiamétrie);
• Spam (unwanted emails) made up 45% of traffic in 2022;

Regarding email marketing, approximately 72% of BtoB professionals have reduced their email sending frequency in 2022. The reason is that most emails sent are not opened or the advertising links inside are not clicked. (Databox, SeventhSense)

Key figures on email users

Worldwide, in 2022, more than 4 billion people will have an email box. In this same context, 67% of Internet users have several email addresses. (Statista)

The 5 most used messaging services in the world are:

• Google : used by 1.6 billion;
• NetEase : 442 million;
• Outlook : 401 million;
• Tencent QQ : 216 million;
• Yahoo Mail : 215 million.

For France, the 5 preferred messaging services are:

• Gmail;
• Hotmail ;
• Orange ;
• Yahoo;
• Free.

According to a study conducted by Statista, around 92% of email users say they read what they receive. 99% of respondents check their email at least once a day. In terms of usage, 42% of internet users prefer to use a mobile device (tablet or smartphone) to see their emails. Moreover, a simple email that does not display correctly on mobile is deleted after 3 seconds.

From a demographic point of view, here are the statistics of email users by age in 2020:

Age	Percentage of users
15 — 24	90%
25 — 44	93.4%
45 — 64	90.1%
65+	84.1%

(Statista)

The 5 countries with the most users sending emails daily are:

• United States;
• The United Kingdom ;
• India;
• Japan ;
• Belgium.

Email marketing statistics: reach and profitability

At the start of 2024, figures show that 4.3 billion people use email worldwide. This figure is expected to increase to 4.4 billion by the end of the year . (Statista)

The email marketing industry will be worth $84.2 billion by the end of 2024. For 41% of marketers, email is the most profitable communication channel. It is therefore ahead of social networks and SEA which are only effective for 16% of specialists. (Litmus – State of Email Workflow Report)

Moreover, the Litmus report on email marketing shows that:

• To get discounts, 42% of Internet users have already subscribed to newsletters;
• An Internet user who visits an e-commerce site following an email advertisement spends 138% more than a simple visitor ;
• 60% of consumers visiting an e-commerce site reorder after receiving a sales email;

For a high Return on Investment (ROI) and to gain new customers, email marketing is 40 times more effective as social media campaigns. In fact, 79% of BtoC companies believe that email marketing is the perfect communication channel. (Litmus)

Let’s now look at the figures for email in France. In France, the average opening rate and click rate are estimated at 18.20% and 5.35% respectively in 2022. (Data & Marketing Association — France)

On the same point, it seems that the best days to send an email are Monday and Tuesday. In fact, according to a study by Campaign Monitor, the opening rate is 22% on Monday and the click rate is 6% on Tuesday. Contrary to what most people think, the weekend is not very promising since the open rate is 20% on Sunday and the click rate is only 2.1%.

In addition, the best time to receive an email is between 7 and 9 a.m. (AM) in order to have the best opening rate. According to the Data & Marketing Association — France study, 6 p.m. is the best time to send an email to encourage sales.

On the one hand, there is the open rate and on the other hand, the unsubscribe rate. Like any service based on consent, it is possible for an Internet user to unsubscribe from an emailing service. On this point, the media and entertainment sector have the lowest churn rate, namely: 0.12%. (Campaign Monitor, Litmus – Report)

After a survey carried out between February and March 2022, marketing directors from several countries, including France, revealed that 10.1% of their marketing budget was allocated to emailing and advertising on social networks. Only 9.8% of the budget is devoted to research and 9.3% for other digital ads. (Statista)

Sectors that stand out in emailing

Professional marketers target several sectors during their email marketing campaigns. However, certain domains stand out due to their opening rate:

• Education : 24.9% opening rate;
• Financial services (banks, insurance, etc.): 24.8%;
• Well-being (sport, fitness, etc.): 21.6%;
• The media: 20.8%;

(Campaign Monitor)

Furthermore, the most interesting thing about email marketing is that 35% of daily email users decide whether or not to open an email simply by looking at its subject line. (Litmus – Report)

As a result, in 2022, 47% of marketing strategy specialistshave personalized subject lines in their email marketing campaigns. (Statista)

The key figures in the field of email automation

With certain software, it is possible for email marketing professionals to automate campaigns. Here are the types of automation most used by marketers right now:

• Emails for order confirmation : used by 58.3% of marketers;
• Welcome emails: 52%;
• Custom automations: 50.8%;
• Requests for confirmation of email addresses: 43.3%;
• Emails regarding birthdays: 42.7%;
• Bank emails (change of contact details): 42.1%;

(Litmus – Report 2023)

Furthermore, with the advancement of technology and especially thanks toartificial intelligence , many marketers are now using different automation techniques. Indeed, 95% of marketers admit to using generative AIfor creating emails and 54% of them consider this practice to be very effective. (Statista)

A fairly striking figure regarding email and artificial intelligence is that 40% of marketers say they are fascinated by the application which allows the automatic generation of images and content in emails. In the same way, 51% of these professionals find AI-assisted marketing more effectivecompared to a traditional approach. (Statista)

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