65% of the population says they can’t live without email. Prioritizing channels is one of the challenges for marketing experts in 2023. Between social networks, ads, podcasts or webinars, email is doing well.
Find the statistics you need to know for your email strategy:
- The best-performing time slots for email,
- email trends at work,
- what emails users consider “spam email”,
- the increase in inactive addresses,
- increasingly restrictive email filtering methods,
- and other trends in 2024.
We explain it all in this article.
The number of emails sent in France is on the rise
Volume: 142.16 billion emails routed (1.64% increase)
What are routed emails?
A routed email is an email sent by a company from an email software.
An increase in routed emails in France
In 2022, companies sent 142.16 billion emails.
This volume represents a 1.64% increase compared to 2021. Although this figure has increased slightly in recent years, it is rather stable since 2013.
Email routing aligned with the French economy
After years of pandemic affecting the French economy, the GDP of the country will increase by 2.6% in 2022. Based on reported data from 12 email industry players, collected by The Data & Marketing Association (DMA), emailing revenue even increased by 4% in 2022.
This figure is consistent with the importance of email for the French. Often compared to social networks, email has major benefits for companies.
The email frenzy
Increasingly popular with online users
Online activity on ISPs is becoming increasingly intense. A study by Zero Bounce reveals that 39% of email users check their inboxes 3 to 5 times a day.
Taking this a step further, Hubspot reveals that the most active hours are in the morning, from 9 am to noon.
On the other hand, the quietest hours, and those when you shouldn’t be engaging your audience, are the early morning hours, between 1 am and 3 am.
Increasingly popular with brands
Email pressure: How many emails should you send to get the best results?
For 44% of respondents, the main reason for unsubscribing from a mailing list is the sender sending them too many emails.
The number of emails sent is not precise, as it depends on your target audience. But statistics show that it has an impact on your unsubscribe rate.
Email at work: an ongoing trend
Data shows a growing trend towards using emails at work. 61% of users say that email is their preferred work-related communication channel.
As a result, the frequency with which users check their inboxes is as frequent as previously indicated.
A study by Zero Bounce reveals that 39% of email users check their inboxes 3 to 5 times a day.
The reason why emails are checked so frequently is because they expect to receive specific types of messages:
- 80% check their inbox looking for important messages from their employer.
- 40% for relevant information or special offers about the products they use or for leisure-related services.
The problematic consequences of these statistics
The spam folder: email’s Bermuda Triangle
While it’s true that 75% of people check their spam folder, the reality is that only 27% do so a few times a year, and still, 15% say they never check their spam folder.
The reason why?
54% report a message as spam if the sender hasn’t asked their permission to send them an email, while 49% will report a spam complaint if the email doesn’t give them the option to unsubscribe.
Other criteria that respondents classified as “spam-like” included:
- grammatical errors,
- messy design,
- repetitive emails,
- too many emails,
- “bizarre and untrustworthy” subject lines,
- unknown sender,
- uninteresting content
Discover +130 spam words that will help you boost your email deliverability
An increase in inactive email addresses
The figures show that users are tired of mass emailing. So much so that 67% of them create another email account only to collect advertising and junk emails.
This new situation in email marketing means an increase in inactive contacts and a drop in the open rate.
Increasingly restrictive email filtering methods
A report by Email Tool Tester reveals that 14.3% of emails sent in 2023 disappear or are blocked by spam filters.
With updated privacy policies from Gmail and Yahoo this year, it’s essential to follow deliverability guidelines to get your emails through ISP filters.
The average email delivrability rate for Google is 95%
91% for Microsoft,
81% for Yahoo,
76% for AOL.
(source: Email Tool Tester, 2023)
The spread of unsafe email addresses in databases
The trend of creating email addresses dedicated to spam leads to an increase in the number of unsafe email addresses in databases.
This can affect the performance of your email campaigns and your sender reputation, as too many unsafe addresses in your database will alert your email service provider, such as Orange or Gmail, that the health of your database is poor.
Solutions for landing in inboxes in 2024
Filter email addresses
How do you know if your email campaigns will reach your recipient’s inbox? One of the most important aspects is your database quality. The larger your database, the greater the risk of having unsafe addresses among your contacts.
That’s why our teams have developed a feature to filter email addresses and improve your SafeSend derivability.
With SafeSend, you can filter out unsafe emails when sending emails and improve your sender reputation by reducing hard bounces and spam complaints.
Segment your database
It is worth mentioning that 47% of respondents to the Zero Bounce study said that the number one reason they open all brand emails is that the brand always sends them relevant messages.
Whether a user finds a message attractive depends on their interests and habits. That’s why segmentation is so important:
The most effective strategies for email marketing campaigns are
- subscriber segmentation (78%),
- message personalization (72%)
- email automation campaigns (71%)
Follow email deliverability best practices
In addition to using user-specific filters to send messages, you can apply best practices in your email campaigns to ensure that your messages reach your recipient’s inbox. Check out all our content for help
Email and the French
Companies and their favorite channels
Social networks
Companies do not own their social media posts. They don’t have control over the scope of their posts either, but are instead dependent on the vague algorithms of social media.
Of course, social networks can reach a very large audience: 24 million French people use Instagram every day (Hubspot x Mention engagement report).
The French spend an average of 1 hour and 41 minutes per day on social networks. (Digital Report wearesocial x Hootsuite, 2021)
Another figure that shows the importance of social networks in daily life: according to the Digital Report, the French have an average of 6.8 accounts on social networks.
Websites and blogs
More reassuring for marketing professionals, websites have the advantage of offering content that is under the control of the brand.
Although it is great for convincing, converting and building loyalty, the challenge remains to reach the audience and make them visit the website or blog.
According to Hubpost, 92% of companies that use inbound marketing see an increase in traffic and leads generated. With 600 million blogs online, users have plenty of options. So how do you stand out in this ocean of content?
Emails
Email marketing is a very efficient way to reach out to your audience and create a bond. It has interesting statistics for both B2C and B2B companies.
According to the DMA, xx French people have at least 2 email addresses. One for work emails and one for personal emails. But also at least one other mailbox for advertising emails and newsletters that are less interesting to them.
70.1% of them check their main mailbox several times a day. This figure drops to 36.5% for the secondary address.
Less than 1% check their mailboxes less than once a month.
A reassuring figure for email professionals who can rely on their databases to reach their audience.
Of course, some rules apply to email marketing to ensure this.
Webmails, such as Gmail, Orange, Hotmail, Yahoo or LaPoste, filter the emails beforehand.
They can decide to deliver or not your campaigns, but also to send them to the spam folder.
Another possibility, for users of some webmails like Gmail, a promotion tab has been created to pre-sort the emails in the users’ inbox.
But even before being sent to a tab, it must pass the filters of webmails. To increase your deliverability rate, following the best practices of webmails is essential.
Every week, the Mindbaz deliverability team shares tips for your email campaigns.
Discover the tips
Statistics on email marketing
Being aware of your audience’s emailing statistics and habits allows you to optimize your campaigns.
You have 2 seconds to trigger a user to open an email. To achieve this, you can work on your sender name, your email subject and your pre-header.
Display Name: How to choose the best sender name for your emailing campaign?
59% of online users open an email based on the relevance of the subject line.
54% open an email because they trust the sender.
Statistics that impact your email deliverability
Webmails penalize your email campaigns depending on the results, your bounces, your unsubscribes, your complaints… Let’s have a look at the thresholds you should not exceed:
8% of bounces
1,4% of unsubscribes
0.08% of complaints
A clean database for your emails
To optimize your emailing statistics, you must first work on collecting emails.
Make sure you only have opt-in emails, i.e. that your contacts have all given their explicit consent to receive your email campaigns.
Clean your databases regularly. Renewing a database is part of the recipient cycle. It is estimated that between 20% and 30% of email addresses are lost each year.
By following the latest email developments and following the best practices of webmails, you increase your chances to optimize your email campaigns.
Remember to follow us on Linkedin, where we share deliverability tips twice a week. Mindbaz also tweets every day about email marketing.