Email Marketing Benchmarks 2024

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The renaissance of email marketing
Although email has never really disappeared from the scene, it is increasingly emerging from the shadows and stepping into the spotlight of modern marketing strategies, similar to other traditional marketing tools, such as marketing mix modeling or contextual targeting. One in four companies has significantly increased its email marketing activities, almost doubling the amount it used last year.


This means that email is not only making a huge leap Buy Email Database List forward, but is also catching up with social media marketing - around 28 percent of social media marketing companies increased their posting frequency across all channels in 2023. Despite these advances, the practical implementation of email marketing is still riddled with teething issues that should have been known for years and in some cases even decades.



Real advantages are often sought in vain
Ideally, permission is a fair exchange: the interested party provides their contact details and permission for advertising communication, and in return they receive a tangible benefit from the company that rewards them for this. However, for around a third of those surveyed, you have to carefully comb through the consent form to discover any benefit at all, or no benefit is communicated at all. If a reason for registration is given, it is often to avoid missing out on any content, news or offers. Although this represents a certain benefit, it essentially only describes what a newsletter should do anyway and of course offers little differentiation. However, only 31 percent of companies offer a truly exclusive benefit that is reserved exclusively for subscribers or a clear promise of benefit.