Email Marketing 2019

Still a Leading Touchpoint for Marketers and Consumers Alike

About This Report
Nine in 10 internet users in the US rely on email, and many say it’s a preferred channel for receiving brand communications. Email also still plays a central role for marketers looking to maintain and nurture relationships.

Executive Summary

Email may be the most traditional of digital marketing channels, and it’s still going strong thanks to mass consumer usage, flexibility and utility. Smartphones have made it a mobile marketing channel, and advances in marketing technology adoption have made more sophisticated programs possible, with email often central to a cross-channel strategy.

How many people use email?

We estimate that nine in 10 US internet users send email, making it one of the leading digital activities. Data from the Advertising Research Foundation (ARF) indicates checking email is the most common activity on PCs as well as mobile apps. Many consumers say email is their preferred way to receive brand communications.

How are marketers using email today?

Many marketers first got accustomed to using marketing automation for email. Practitioners have long been familiar with rules-based systems that send triggered messages to maintain and nurture customer relationships. Marketers have built on these programs, sometimes with more sophisticated technology involving artificial intelligence (AI) and machine learning, to combine more data sources and marketing channels and enable more-personalized messaging.

What other trends will shape email marketing practices in 2020 and beyond?​

Email is a permissioned marketing channel, meaning recipients of marketing messages have opted in. But that doesn’t mean there are no privacy concerns—personalization means bringing together data from other sources, and consumer privacy regulations have affected what’s allowed here and what requires additional consent.

WHAT’S IN THIS REPORT? This report includes our estimates of consumer email usage, the latest benchmarks for email performance and analysis of trends in email marketing this year and next.

KEY STAT: More than nine in 10 internet users send email regularly, making it one of the most common digital activities in the US, according to our estimates.

Here’s what’s in the full report


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Table of Contents

  1. Executive Summary
  2. How Are Consumers Using Email?
  3. Email Marketing Benchmarks
  1. Email Marketing Trends
  2. Key Takeaways
  3. eMarketer Interviews
  1. Read Next
  2. Sources
  3. Media Gallery

Interviewed for This Report

Kerel Cooper
Senior Vice President, Global Marketing
Interviewed July 1, 2019
Lisa Craveiro
Director of Marketing
Interviewed September 10, 2019
Sam Kohler
Logitech G and Astro Gaming
Senior Email Marketing Manager
Interviewed September 9, 2019
Pauline Majer
Head of Email Marketing
Interviewed September 16, 2019
Loren McDonald
Program Director, Marketing Research
Interviewed September 25, 2019
Roy Schwartz
Co-Founder and President
Interviewed September 12, 2019
Lawrence Scotland
Luvo Foods
Senior Vice President, Digital and Brand Marketing
Interviewed September 6, 2019
Shashi Seth
Senior Vice President, Oracle Marketing Cloud
Interviewed September 18, 2019
Brad Simms
GALE Partners
CEO and President
Interviewed September 19, 2019
Kara Trivunovic
Senior Vice President, Digital Solutions
Interviewed August 15, 2019
John Burke
Executive Director, Customer Relationship Management
Interviewed September 10, 2019
Keith Hontz
Interviewed September 18, 2019
Bobby Jania
Vice President, Product Marketing
Interviewed September 20, 2019
Michael Osborne
CEO and President
Interviewed August 21, 2019

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Nicole Perrin


Blake Droesch
Junior Analyst
Lauren Fisher
Principal Analyst
Amy Rotondo
Director, US Research
Jillian Ryan
Principal Analyst

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