20 reasons why email marketing is here to stay in 2024

B2B marketing platforms have exploded in recent years, from podcasts to TikToks; it’s easy to forget the more traditional forms of content marketing, such as the trusty email.

After all, scrolling through your inbox doesn’t sound quite as appealing as watching TikTok’s for hours.

But, despite the proliferation of new communication channels, emails have stuck around. And really, it’s no surprise why, with 59% of B2B marketers citing email as their top channel for revenue generation in 2023, perhaps it’s time to revive your email list from the dead.

We’re sharing with you the key statistics you need in 2024 to make the most out of your email campaigns. After all, there’s no point perfecting your content, if you’re not pushing anyone to see it.

So, let’s get into it!

The current landscape

  1. 33% of marketers send weekly emails and 26% send emails multiple times per month (Source: Hubspot)
  2. 54% believe reaching out to prospective clients is more challenging now than in the past five years (Source: SalesInsightsLab)
  3. Email marketing budgets are expected to increase by as much as 60% in 2024 (Source: NoBrainer)
  4. The average open rate of technology industry marketing emails is 33% (Source: Hubspot)
  5. 16% of B2B marketing spend goes to emails (Source: Kurve)

Lead generation

  1. 27% of Americans state that regular newsletters are likely to influence their purchasing decisions (Source: Statista)
  2. 31% of B2B marketers say email newsletters are the best way to nurture leads (Source: Content Marketing Institute)
  3. 77% of B2B buyers prefer to be contacted through email more than double any other channel (Source: Sopro)
  4. 59% of marketers consider email marketing to be more than twice as effective compared to paid advertising for generating leads (Source: Sopro)
  5.   Email marketing drives 50% more sales than other lead generation methods (Source: WebFX)

Common setbacks

  1. 44% of consumers will unsubscribe if there are too many emails being delivered (Source: ZeroBounce)
  2. People only spend an average of 10 seconds reading brand emails (Source: Statisa)
  3. 78% of people will mark an email as spam if it looks like spam (Source: ZeroBounce)
  4. 67% of B2B buyers and consumers set up a separate junk email to avoid unwanted emails (Source: Hubspot)
  5. On average, B2Bs email open rate is 15.1% (Source: Moosend)

Best practice

  1. 66% of people prefer to receive shorter marketing emails (Source: ZeroBounce)
  2. New product announcement emails have the highest click-through rate according to B2B marketers (Source: Hubspot)
  3. 95% of marketers consider generative AI use in email content creation to be effective (Source: Hubspot)
  4. 68% of marketers believe that automation improves the targeting of email messages (Source: Liana)
  5. Optimization for mobile devices is crucial, with 55% of emails opened on mobile devices (Source: eMarketer)

B2B email marketing today

With an undeniable impact on revenue generation and lead nurturing, it’s clear that email marketing is here to stay.

The question remains: will you be investing more time and energy into email marketing this year? Get in touch with us at hello@isolinecomms.com if you’d like some help developing an effective email marketing strategy tailored to your brand.