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E-mail marketing worldwide - statistics & facts

In the 1970s, the world's first e-mail launched a new era of communication and marketing alike. As the number of e-mail users continues to grow each year, e-mail has evolved into a core digital marketing format for businesses across the globe. In 2020, e-mail marketing revenue stood at 7.5 billion U.S. dollars, and by 2023, this figure is set to cross the 10-billion-dollar threshold. Few if any other channels can compare with e-mail marketing’s average return on investment (ROI), and seeing that companies can expect up to 45 U.S. dollars for every ad dollar spent, there is no question as to why e-mail has maintained its claim to fame for decades.

Usage, metrics, and performance

E-mail marketing remains one of the most popular digital marketing channels worldwide. Over 80 percent of industry experts stated that they used e-mail as part of their marketing strategies in 2020 while also employing various metrics to evaluate a campaign’s success. In 2020, the click-to-open rate (CTOR) of marketing e-mails stood at around 14 percent globally. Mails from the publishing sector initiated the highest share of clicks from their recipients that year, while automated welcome messages had conversion rates of over 50 percent. Overall, more than two-thirds of marketers indicated that their e-mail campaigns held steady or even improved in 2020.

Software and service providers: automation is key

Marketing technology 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. In 2020, the global e-mail marketing software market size was estimated at 1.13 billion U.S. dollars, with revenues forecast to surpass the two-billion-dollar mark by 2026. Looking at the leading B2B e-mail marketing software as a service (SaaS) companies worldwide, MailChimp stood out with earnings of around 800 million U.S. dollars in early 2020. The following year, the marketing automation platform ranked second after Salesforce Marketing Cloud in a global survey on the leading e-mail service providers used for marketing.

Consumers’ perspective

E-mail marketing is designed, among other things, to contact consumers and facilitate mutual communication. But how do recipients feel about receiving promotional content in their inboxes? For one, users intentionally sign up for mailing lists, which indicates a level of interest in a business. According to a 2020 survey, e-mail was also the preferred business communication method for 46 percent of responding mobile users, highlighting the channel’s vast marketing and targeting potential. That said, reports also indicate that the average time consumers spend reading brand e-mails has dipped from 13 seconds in 2018 to approximately 10 seconds in 2021, leaving marketers with an even smaller window to engage readers and initiate their desired reaction.

Interesting statistics

In the following 6 chapters, you will quickly find the 38 most important statistics relating to "E-mail marketing worldwide".

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