Email Marketing Statistics [2024]

Did you know that one of the most efficient ways to engage with B2B customers is by sharing case studies? Maybe you will be surprised to know that behavior-triggered emails have only a 0.02% spam rate or that B2B emails actually outperform B2C ones in terms of click rates.

We decided to provide you with some fresh statistics on mobile, B2B, and B2C email marketing. Here, you will once again prove to yourself that while some new trends pop up, others remain as strong as they were a few years ago. Throughout this article, we will dive deeper into different email marketing statistics and explore how emerging trends and enduring practices are shaping the present and future of email marketing. 

Mobile Email Marketing Statistics

With an overwhelming 81% of users opening their emails on mobiles, the growing importance of mobile optimization in email marketing is hard to overestimate. As more people access their emails via mobile devices, optimizing emails for mobile has become crucial for businesses aiming to effectively connect with their audience. If emails are not mobile-friendly, it makes it hard for recipients to read and interact with the content they receive. Mobile marketing statistics prove that this can result in lower open rates, worse click-through rates, and overall low engagement. Separately or together, these factors can significantly decrease the overall success of the campaign.

Source: Fluent CRM

Another important aspect to consider is that mobile optimization plays a role in search engine rankings. Search engines like Google consider mobile-friendliness as a factor in their ranking algorithms. Therefore, businesses that focus on mobile optimization also increase their chances for improved online visibility and reach.

So, why is mobile optimization so important? Let’s look at some key ways in which mobile optimization has impacted email marketing strategies:

• Increased open rates: Mobile devices are now the primary tool for checking emails for a large portion of users. As email marketing data prove, today over 41% of email open rates happen on mobile devices, with almost similar opening percentage (40,6%) happening via webmail and only 16,2% of users still accessing their emails via desktops. 

• Improved user experience: Mobile-optimized emails provide a better user experience. To ensure users get that experience, companies need to provide a responsive design that adjusts layouts and content to fit various screen sizes. This includes larger fonts, touch-friendly buttons, and optimized images (such as JPEG for photos and PNG for graphics with fewer colors). What happens if the content is not mobile-optimized? In this case, the data seems rather discouraging—more than 42% of recipients simply delete their emails in case they are not mobile-optimized. 

• Higher engagement rates: When emails are easy to read and interact with on a mobile device, recipients are more likely to engage with the content. This can lead to higher click-through rates, more conversions, and increased customer engagement. For example, there is a 65% likelihood that the recipient will click through your email on the desktop if, before that, they have already read the same message on their mobile. 

• Greater conversion rates: Users open almost half of all emails on mobiles. Moreover, these emails are 65% more likely to drive traffic to the company’s website. By making the path to purchase or call to action clear and accessible on mobile devices, marketers can reduce the friction in the conversion process, leading to higher sales or action completions directly from the email.
• Enhanced analytics and insights: Mobile optimization allows marketers to gather more accurate data on how users interact with emails on different devices. This data can help refine strategies and tailor content more effectively to audience preferences and behaviors.

B2B Email Marketing Statistics

How effective is email marketing in the B2B sector?

According to email statistics, very. In 2024, 77% of B2B customers claimed that they prefer being contacted by email rather than any other channel. Besides, B2B emails achieved an average open rate of 15.14% and an approximately 3.18% click-through rate, which surpassed the 2.09% click rate observed in B2C emails. While these data prove that email marketing is making advances in the B2B sector, other data point to the importance of quality content. Thus, a substantial 67% of B2B buyers consider having a special email box for junk and irrelevant content. To prevent your emails from ending up in spam, personalization and segmentation have to become your guiding principles in the creation of every email marketing campaign.  

The role of personalized and segmented emails in B2B communication

When it comes to email marketing, the role of segmentation and personalization is hard to overestimate. Personalization enhances the relevance of each communication, making the content feel tailored to the needs of a particular brand. This personalized approach allows your B2B customers to feel more valued, which leads to stronger customer relationships in the long run. For example, by regularly sending customized content that helps customers achieve success or resolve issues (such as tips, updates, or industry news) in their particular niche, you can reinforce their decision to stay with your company.

Source: Instapage

At the same time, segmenting B2B customers by their size, preferences, buying habits, and needs allows marketers to group their customers under particular criteria for further analysis. This makes building a marketing strategy easier, more systematic, and data-backed. In cases where a B2B company might notice from segmentation data that certain industries prefer specific product features, they can highlight these features in targeted emails.

Likewise, armed with customer data, marketers can measure their campaign effectiveness afterward in a more efficient way and fine-tune it even better. By analyzing campaign effectiveness against personalization criteria, companies can shift the focus of their campaigns and include or exclude some information to further improve their B2B engagement and conversion rates. 

Which content is the most efficient for B2B audiences?

Source: Growfusely

Case studies

Why are customer case studies so valuable? Because they showcase the real-world applications and outcomes of a company’s products or services. By explaining how specific challenges were addressed and overcome, they provide potential clients with tangible evidence of effectiveness and reliability. That explains why for 73% of B2B buyers case studies are considered to be a key factor in their purchasing decision.

Including testimonials, data-driven insights, and visual elements can enhance the impact of the case study. Case studies can be shared on the business website, included in email campaigns, and distributed through social media channels. 

Videos 

Videos are similarly popular as case studies for the same reason: they humanize your brand, tell compelling stories, and showcase the value of your products or services. Videos were considered as a type of content that brings the best ROI by 51% of marketing professionals.

Video content that is efficient for B2B marketing includes the following types of videos:

• Product demos
• Customer or employee testimonials
• Educational videos (ex. webinar records)
• Videos showcasing the company’s culture

Another advantage is that these videos can be further repurposed across various digital platforms, including websites, social media, and email marketing, maximizing their reach and potential impact. 

White papers

The effectiveness of white papers is supported by numbers: 71% of B2B buyers use this type of document to inform their purchasing decisions. To create an effective whitepaper, businesses should start by identifying a topic that is aligned with their expertise and relevant to their target audience. A quality white paper should provide actionable insights and practical solutions to the challenges faced by businesses in the industry. 

Similarly to videos, white papers can be further reformatted and promoted across different channels. 

Posts

By addressing the pain points of potential customers, posts can also be turned into a valuable piece of content.

If you want to maximize the impact of posts for B2B customers, businesses should conduct thorough keyword research to identify relevant topics and optimize their content for search engine visibility. By incorporating targeted keywords naturally into these pieces of content, you can increase your chances of ranking higher in search engine results, driving more organic traffic to your website. 

Research reports

These reports, rich with data and insights, help establish a company as a thought leader within its industry. They foster trust and authority and cater to the specific informational needs of potential clients. Consequently, sharing well-crafted research reports through email marketing not only boosts engagement and open rates but also significantly aids in nurturing informed relationships with prospects. These factors combined ultimately contribute to more informed decision-making and stronger business partnerships.

B2C Email Marketing Statistics

Email marketing remains one of the most effective marketing channels, which makes it a perfect tool for brands to reach their customers. Let’s see what customers expect to get in their emails and what makes them engaged. 

Consumer behavior and preferences regarding email communications

Email marketing stats show that 67% of Millennials, which is the biggest population group in the US, use email mainly for online shopping. This figure signals for brands that email is a perfect channel to send promotions and discounts, newsletters, loyalty programs, and rewards. If you are still doubting if email marketing is effective, let’s look into some seasonal marketing figures. The data show that this becomes particularly pronounced during the holiday season. For example, email marketing accounted for about 20% of website visits during the holiday season, while consumers who buy products via email tend to spend 138% more than those who don’t receive similar offers. Besides, 62% of Millennials report that email is their preferred method of brand communication. This makes email marketing a cornerstone of B2C communication strategies.  

Nonetheless, while the type of email and content matter, it is important not to forget about design and presentation. Because Millennials get an average of 50 emails per day, a subject line that is personalized and stands out is crucial. Plus, any content that users do not find interactive, lacking visuals, or that feels too pushy will most likely be deleted. 

Source: 99 Firms

The role of personalization as a key factor for brand engagement is supported by the findings from McKenzey’s report regarding B2C email marketing statistics. According to the report data, 76% of consumers considered personalization to be a key factor for their brand engagement, while 72% said that they expect to be recognized as individuals by brands. 

Source: McKenzie

The graph from above reveals another important trend worth mentioning: while personalization is crucial for attracting customers, it proved to be even more important for customer retention and the creation of word-of-mouth advertising. 

While personalization can be rightfully considered a driving force of contemporary email marketing, the fact that 87% of B2C marketers leverage automation in their email marketing strategy points to the importance of behavior-triggered emails. 

Triggered emails, be it a welcome email, abandoned cart, or transactional email, are popular because they match the customer’s behavior, thus smoothly following a subscriber along the way of his customer journey. This alignment might explain the high conversion rates of behavior-triggered emails—50%—and the low spam rate of just 0.02%.

Source: Mailmunch

The importance of automation is also highlighted by the growing number of email marketing platforms. Both old players, like Mailchimp, and newer ones, like Mailmodo, incorporate automation features in their free and paid plans.

To Sum Up 

In this article, we provided a comprehensive outlook on trends in mobile and B2C marketing, along with key B2B email marketing statistics. While mobile optimizations, email personalization, and segmentation remain a must-have of every successful email campaign, other facts might have been less obvious yet useful. 

Knowledge of some insightful facts and figures from the email marketing industry is key to crafting campaigns that not only resonate with your target audience but also drive significant engagement and conversion rates. As the landscape of digital marketing continues to evolve, staying informed and adaptable will be key to achieving lasting success.