A. Guttmann
Research Lead covering media
E-mail marketing worldwide - statistics & facts
The modern working person opens their e-mail box more often than their physical one. As the number of e-mail users continues to grow each year, it has evolved into a core digital marketing format for businesses across the globe. In 2024, e-mail marketing revenue was projected to surpass 9.5 billion U.S. dollars.
Few if any other channels can compare with its average return on investment (ROI). In a late 2023 poll, more than half of responding marketing professionals reported a 100 percent improvement rate in their e-mail marketing campaigns’ ROI, leaving no doubt why e-mail has maintained its claim to fame since its 1970s advent.
Marketing automation has become an essential feature in e-mail marketers’ toolboxes. By implementing different systems and software, marketing professionals can streamline processes, collect and analyze user data, send the right e-mails at the right time, and ultimately maximize campaign effectiveness. As of early 2024, e-mail was the channel that relied the most on marketing automation, with 58 percent of surveyed professionals choosing it over both content and social media management.
The stable consistency and better targeting of email marketing could rely on artificial intelligence (AI). As of summer 2023, more than half of marketers in Europe and the United States stated that AI rendered the channel more effective than traditionally. According to the same survey, some of the particular e-mail features that transformed more interestingly under AI’s influence included automatic content and image generation, as well as personalized content and newsletters.
E-mail marketing is here to stay, but so is AI. Marketers worldwide need to keep an eye on the latest tech developments, so that their e-mails find users in a genuinely good mood, rather than a spam folder.
Metrics, effectiveness and automation
As with every popular digital channel nowadays, e-mail marketing and its campaigns are measured. As of late 2023, next to open rates, the metrics most deployed by professionals to evaluate the effectiveness of promotional e-mails were conversion rates and click-through-rates.Marketing automation has become an essential feature in e-mail marketers’ toolboxes. By implementing different systems and software, marketing professionals can streamline processes, collect and analyze user data, send the right e-mails at the right time, and ultimately maximize campaign effectiveness. As of early 2024, e-mail was the channel that relied the most on marketing automation, with 58 percent of surveyed professionals choosing it over both content and social media management.
Consumers, AI, and the future
On the consumer side, as of late 2023, regardless of the channel, global digital users preferred receiving brand messaging with a consistent experience, plus one that rewards them for their loyalty. Thus, e-mail marketing has an immense potential to snatch global consumers’ attention if done consistently, especially if entailing a little benefit.The stable consistency and better targeting of email marketing could rely on artificial intelligence (AI). As of summer 2023, more than half of marketers in Europe and the United States stated that AI rendered the channel more effective than traditionally. According to the same survey, some of the particular e-mail features that transformed more interestingly under AI’s influence included automatic content and image generation, as well as personalized content and newsletters.
E-mail marketing is here to stay, but so is AI. Marketers worldwide need to keep an eye on the latest tech developments, so that their e-mails find users in a genuinely good mood, rather than a spam folder.
