Email Marketing Statistics Australia (2024)

Email marketing plays a key role in a wide range of digital marketing campaigns, and it continues to grow in demand in Australia’s digital space. Knowing the latest figures on email marketing for 2024 can help businesses improve their campaigns and achieve better engagement rates.

At Red Search, we investigated the key trends, benchmarks, market shares, and performance metrics shaping email marketing in Australia and how you can leverage them to your advantage. From the most popular email platform to user behaviour and growth forecasts, we leave no stone unturned to provide valuable insights for businesses and marketing specialists to connect more efficiently with their audiences.

Email Platforms Market Share Statistics

As of the latest data for March 2024, Apple is the most used email client globally, with up to 56.32% market share, used by more than half of the world’s email clients. Gmail comes second with only a 26% gap, with 30.57% of users using it to check their emails.

Source: Oberlo

Despite being on the top spot, Apple had a 2.72% drop year-on-year (March 2023). Nonetheless, its highest recorded market share was 66.83% in November 2023.

Gmail’s YOY market share increased by 2.61% from 27.96% in 2023. Now, about one in three email users use Gmail. Combining Apple and Gmail accounts for a staggering 86.89% of the entire email client market share—or more than 4 of 5 email clients use either Apple or Gmail.

On average, how many emails are sent per day?

To date, there are 4.48 billion email user accounts globally.

With emailing and the internet becoming increasingly accessible to businesses and users, the number of emails sent and received continuously increased from early statistics. From 2017 to 2023, the number of emails sent and received grew by 78.3 billion, from 269 billion to 347.3 billion.

By 2026, the number of exchanged emails will reach 392.5 billion.

Source: Statista

Moreover, the number of email users is expected to grow by 4.59 billion in 2025 and 4.73 billion by 2026, further cementing that email remains relevant and is a highly valuable marketing channel.

How many times do people check their emails per day?

We’ve established that emailing is not obsolete, even amidst the dominance of social media channels. A study on email usage and user behaviour shows that email users check their emails up to 20 times a day, with a staggering 99% of users checking their email apps at least once a day.

What’s more interesting is that email usage differs from social media usage. More than half of people check their emails before doing anything else online or even before getting out of bed.

Source: Optinmonster

Business Email Marketing Statistics 

Email marketing has since evolved from a marketing tool into a core strategy for most businesses in Australia. Currently, 81% of businesses use email as a key component of their marketing strategy. This high adoption rate means companies value its effectiveness in driving conversions and attracting potential customers.

Besides, digital businesses rely on email to deliver tailored messages, track customer engagement, and measure campaign performance metrics with reliable and accurate data.

Aside from using email as part of their campaigns, 64% of small businesses specifically use email marketing as an accessible way to reach and attract customers. Customised emails and a well-executed email marketing campaign can help small and medium businesses engage with their audience, promote products, continue the buyer journey, and build brand loyalty without breaking the bank.

How AI is changing email marketing

As LLMs, generative AI, and other AI GPTs enter the digital landscape, more businesses and users acknowledge their sheer potential as effective tools to streamline marketing campaigns, particularly email marketing.

Nearly half (49%) of businesses and marketers use AI tools to efficiently create and automate email content. That means more time is saved in writing custom email messages and more time is allocated to important business processes.

Furthermore, Hubspot statistics show that 63% of marketers report using automation for email marketing efforts. 50% of those respondents use AI for social media management, and 40% use AI to automate paid ad efforts

Breaking that down further, we can see that the top use cases for AI in email marketing are as follows:

• Content personalisation: 50%
• Email Retargeting: 47%
• Subject line optimisation: 47%

It’s apparent that AI stands out as the primary tool for content personalisation. This makes it easier for businesses to tailor content to unique individual preferences and increase engagement/conversion rates.

Retargeting and subject line optimisation are also useful cases, as they can help re-engage previous customers and craft attention-grabbing subject lines to boost open rates.

Email Marketing Open Rate Statistics

Email marketing works slightly differently in every industry. It may work better in some niches and not in others, depending on how relevant the emails or newsletters are and at what point in the customer journey they encounter emails.

Hubspot’s data on the average email open rates by industry reveals that email marketing in the government sector tends to lead to a higher open rate of 43.75% than other sites across different email marketing platforms. 

Moreover, it’s easy to say that eCommerce may also have high email marketing open rates across several platforms, but data from Mailerlite and Mailchimp reveals that this is different.

Email marketing on eCommerce only had an average open rate of 34.20%, just below business and finance at 34.30%, beauty and personal care at 34.16%, and agencies/creative services at 34.21%.

Understanding which industries yield a higher open rate is key to developing a cost-effective email marketing campaign for your business.

E-commerce brands may find email marketing effective or relevant and still yield exceptional results. But to do so, it’s crucial to understand your target market and use relevant statistics to develop a data-driven campaign.

Global Email Marketing Audience Statistics

Email marketing thrives in digital markets in the Australia/NZ region and globally. About 70% of digital marketers globally rely on email to distribute their content to the target market.

When we break it down further, we can see that 81% of those are email newsletters, 79% are welcome emails, and roughly three in four emails are product emails.

These email marketing campaigns aren’t met with annoyance and neglect. Still, they are potentially engaging as 55% of consumers want to communicate with businesses directly via email, far outpacing social media at 27% and SMS at only 17%.

Consumer Demographics Email Marketing Statistics 

Consumer demographics may also help you focus your resources on the most efficient age group that is ready and willing to interact with your email marketing campaign.

In fact, roughly 3 in 4 Baby Boomers say that email is the most personal channel for receiving marketing emails and newsletters from businesses. On the other hand, only 72% of Gen Xs and 64% of millennials believe so. Gen Zs continue the trend, and only 60% believe that email offers a more personal and customised channel for receiving product offers and newsletters.

Email Marketing Growth Statistics

Australia’s email advertising market continues to grow, with ad spending estimated to reach AU$370.67 million in 2024. Additionally, the annual growth rate (CAGR) for the period 2024 to 2029 is expected to reach 2.58%, with a projected market volume of AU$421 million by 2029.

Comparing these figures on a global scale, we can see that the US is estimated to have the biggest ad spending, at about AU$ 5.03 billion in 2024. Email marketing ad spending accounts for about $14.17 per internet user in 2024.

Australia’s email advertising landscape experiences a massive surge in personalised emails as businesses rely more on AI and data-driven marketing, leveraging big data and advanced analytics to target specific demographics more efficiently.

Looking for more statistics? Make sure to check out our other statistic articles below!

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• Australian Local SEO Statistics
• Australian Internet Statistics
• Australian Google Search Trends Statistics
• Australian Buy Now & Pay Later Statistics
• Australian eCommerce Statistics
• Tablet Sales & Usage Statistics Australia