Men lie, women lie, but numbers don’t lie. Statistics help us understand the trends and patterns in any data set, and email marketing is no exception. Whether you want to succeed with your outreach, expand your horizons, or reaffirm that you’re keeping pace with the competition, you need data to rely on.
Below are the statistics, trends, and patterns that will continue shaping email marketing in 2023. With no further ado, let’s dig into it.
1. Email Marketing Will Keep Growing With No Signs of Deceleration in Sight
- The number of email users is expected to grow from 4 billion in 2020 to 4.6 billion in 2025, with 333.2 billion emails sent and received daily in 2023.
- The number of emails sent and received daily is expected to grow from 269 billion in 2017 to 376.4 billion in 2025.
- Email marketing revenue is projected to grow from $7.5 billion in 2020 to $13.69 billion in 2025, showing an impressive CAGR of 13.3%.
Size-wise, 2023 isn’t going to be a turning point for email marketing but rather a continuation of the long-established growth trend set by the ever-deepening penetration of internet technologies and the growth of the world’s population.
2. Mobile Email Users Will Dominate
- Accounting for 80% of total email opens – as opposed to 27% in 2011 – mobile email opens have surpassed desktop opens (20%) and will continue to grow.
- Around 80% of email recipients delete non-optimized emails.
- 90% of businesses set mobile optimizations as their primary target.
The foray of mobile and internet technologies has long made businesses adapt to mobile audiences, and 2023 won’t be different. That said, it’s hard to imagine that your emails are not mobile-friendly, so let’s dive deeper.
3. Privacy Concerns Will Grow Despite Additional Compliance Requirements Taking Effect
- Over half of respondents are more concerned about online privacy than a year ago, whereas only 9% are less concerned.
- Avoiding opening emails from unknown senders is the immediate protective action taken by 45% of internet users, ahead of using antivirus software (36%) and changing passwords regularly (33%).
- The cloud-based email security market is expected to grow from $763 million in 2020 to $1.25 billion in 2026 to better protect users from malicious content, malware, and phishing scams.
Privacy concerns have already led to a crackdown on email privacy regulations, and there’s no sign of relief for email marketers. Provisions like the General Data Protection Regulation (GDPR) in Europe, CAN-SPAM in the USA, CASL in Canada, and California’s CPRA (taking effect in January 2023) will continue shaping the global and local email marketing landscape.
4. Automation and Cutting-edge Tech Will Gain Adoption
- 85% of B2B companies use email marketing software to improve content distribution.
- Marketers believe AI is a way to optimize email send times (66%) and call to action (54%).
- Over half of businesses use automation to save time, generate leads, and increase revenue.
Automation is a natural solution to a growing list of subscribers. As Moore’s law holds, automation in email marketing will become even faster, cheaper, and more accurate. The coming year will be another step towards replacing manual outreach with automated campaigns.
5. The Quality of Emails Will Remain a Top Priority
- The most annoying things for email recipients are getting emails too often (47%), poorly written messages (32%), advertisements of already purchased products (22%), and mistakes in personal data (20%).
- Around 70% of recipients will report an email with a poorly written subject line as spam, whereas 47% of recipients open emails based solely on the subject line, which they prefer to be personalized and contain six to 10 words.
- Videos and graphics boost CTR by 96% and 4.5%, respectively, and are preferred by 54% of users; emojis, GIFS, and stickers are popular with 68% of millennials.
Your value proposition remains the focal point of your endeavors as the very essence of what you do. Superior-to-the-competition content delivered to the right people at the right time will prevail in 2023.
Want To Ride the Crest of the Email Marketing Wave in 2023 and Beyond?
Then you can’t miss the world’s most prominent email and omnichannel marketing conference! From April 17 – 19, 2023, Las Vegas will be home to an all-star line-up of speakers, marketing professionals, and data experts putting their minds together to bring you three days of actionable insight.
MailCon 2023 is waiting for you!