Email has become an essential part of our lives. We send and receive emails every day. In total, we sent and received more than 293 billion emails across all devices in 2019. According to Statista, this number will increase to 347 billion sent and received emails by 2022.

The number of emails incremented and also the number of users. The number of email users grows faster than the world population does. By 2024, while the predicted email user growth rate is 3%, the world population growth rate expected is at 0.96 %.

In 2021 the number of email users exceeds 4.1 billion (61 times France’s population), and this number will jump to 4.4 billion users in 2023. 

In the United States, the Radicati Group reported that there were 1.75 email accounts per single user. In a more digitally saturated market like Europe, this proportion jumps to 2.5 accounts. Most people have at least one personal email account. On top of the personal one, white-collar workers have a second one, and digital-savvy citizens have at least a third to send spam or other personal matters.

Moreover, 99% of buyers, consumers, and customers check their email accounts every day. Whether they’re at home, work, or mobile consumers, email users check their personal email about 20 times every day.

Considering these numbers, there’s no doubt that email, like social media, is an essential part of our lives, a distribution channel that marketers cannot neglect.

How important is email for B2B marketers? 

Your competitor is probably doing email marketing, are you? 93% of business-to-business marketers use email as one of their content distribution routes. And, about 79% of B2B marketing companies and agencies report that email is their most successful channel for distributing their content. 

Besides a content distribution channel, you can use automated emails to communicate with specific users at the right moment. Automated email messages average open rates, and click-through rates are higher than « business as usual » marketing messages. Automated email campaigns account for 21% of email marketing revenue. 

Campaign Monitor discovered that email marketing campaigns have one of the highest ROIs in digital marketing: $40 in revenue for each dollar spent, that is 4400% of ROI.

Using email as a distribution channel is an efficient marketing tactic. However, it is necessary to do it right; otherwise, you might end up wasting time and resources, or worse, detected and seen as spam. Below, we have collected basic email marketing concepts and best practices for anyone who’s debuting or experienced professionals who need a quick « Back-to-basics ».