Email Marketing Statistics

Market Performance & ROI

• 53% of small business owners in the U.S., U.K., Canada, and Australia used email marketing as the most frequent strategy for finding new and retaining repeat customers in 2024

• Email marketing consistently reports an average return of £42 for every £1 spent according to the latest 2025 statistics

• 52% of email marketing professionals reported that their email campaign ROI doubled between 2022 and 2023, and an additional 5.7% reported their 2023 ROI quadrupled

 

Engagement Metrics

• The average email engagement rate (measured by open rate) across all industries is 36.5%

• Adding videos can boost click rates by 65% and reduce unsubscribe rates by 26%

• Apple is the most used email client globally, with up to 56.32% market share as of March 2024

 

Best Performing Email Types

• "Email My Cart" campaigns offer almost 55% conversion rates, performing 168% better than average emails

• Cart abandonment emails remain the second most successful email type for small businesses

 

Social Media Marketing Statistics

User Base & Market Size

• As of January 2024, there are approximately 20.8 million social media users in Australia

• 57% of Australians have shopped on at least one social media site as of 2024

• Australia's social commerce revenue is expected to exceed US$5 billion (AU$8 billion) in value by 2029

 

E-commerce Integration

• 17.1 million Australians shopped online in 2024 - 7.6% more than the previous year - driving $37.1 billion in spending, up 10.8% year-on-year

• The average online shopper spent $2,172 in 2024, a 3% increase signalling growing confidence in digital retail

 

Engagement Patterns

• Nearly every online consumer (97%) has checked in with their social media every month

• Top online activities include emailing, web browsing and digital banking, followed by streaming and shopping

 

Video Marketing Statistics

Market Investment & Growth

• In 2024, 41% of B2B marketers planned to scale video marketing content distribution

• Most marketers (81%) have a specific video marketing budget, representing 41% to 60% of total marketing spend

• Global advertisers spent about $176 billion on video ads in 2023

Content Consumption Patterns

• Australians spend an average of 3 hours per day consuming digital content

• Video content accounts for 64% of all content consumed

 

ROI & Performance

• A compelling 90% of marketers attest that video marketing delivers a good return on investment (ROI)

• About 60% of marketers prioritize engagement and key video performance metrics

• Video marketing proves effective across key performance areas including sales, lead generation, and brand awareness

 

SEO & Search Marketing Statistics

Investment Trends

• Australian businesses are expected to spend $1.5 billion on SEO services in 2025, up 12% from 2024

• Small businesses allocate an average of $1,200 per month for SEO

 

Strategic Focus Areas

• Businesses should focus on long-term organic traffic growth, optimising for high-intent keywords, and strengthening technical SEO and backlink strategies

 

Overall Digital Marketing Trends

Budget Allocation

• About 63% of businesses have increased their digital marketing spending in recent years

• It's estimated that 60% of marketing was digital by the end of 2024 with offline media spending declining

 

Data-Driven Decision Making

• 30.55% of marketers said data helps determine their most effective marketing strategies, 29.59% said it improves ROI, and 27.36% said it helps reach their target audience more effectively

 

Employment Market Growth

• According to the Bureau of Labor Statistics, marketing job demand is set to increase by 10% by 2026—above the average for all careers

 

Key Recommendations for Small Business Management

Email Marketing Priority

Email marketing remains the most cost-effective channel with exceptional ROI potential. Small businesses should prioritise building email lists and implementing automated campaigns, particularly cart abandonment and personalised product recommendations.

 

Video Content Investment

With video consuming 64% of digital content time, small businesses should allocate significant budget towards video production and distribution across social media platforms.

 

SEO Foundation

The $1,200 monthly SEO investment by small businesses suggests this is a critical channel requiring consistent, long-term commitment rather than sporadic efforts.

 

Social Commerce Preparation

With social commerce expected to reach $8 billion by 2029, small businesses should establish strong social media presence and integrate shopping capabilities across platforms.

 

References & Data Sources

Primary Research Sources

Australian Bureau of Statistics (ABS)

• Website: abs.gov.au

• Digital Economy Statistics

• Business Use of Information Technology Survey

Shopify Australia

• Website: shopify.com.au

• E-commerce and Social Commerce Reports 2024-2025

• Australian Online Shopping Statistics

HubSpot Research

• Website: hubspot.com

• State of Marketing Report 2024

• Email Marketing Benchmarks Report 2025

Constant Contact

• Website: constantcontact.com

• Small Business Marketing Statistics 2024

• Email Marketing ROI Research

Australian Interactive Media Industry Association (AIMIA)

• Website: aimia.com.au

• Digital Marketing Industry Reports

• Australian Social Media Usage Statistics

Roy Morgan Research

• Website: roymorgan.com

• Australian Internet and Social Media Usage Reports

• Consumer Digital Behaviour Studies

Nielsen Australia

• Website: nielsen.com/au

• Digital Media and Consumer Insights

• Video Consumption and Advertising Effectiveness Reports

Australian Competition and Consumer Commission (ACCC)

• Website: accc.gov.au

• Digital Platforms Services Inquiry Reports

• Online Marketplace Statistics

Industry Reports Referenced

Salesforce Australia State of Marketing Report 2024

• Comprehensive B2B and B2C marketing trends

• ROI and budget allocation insights

Google Australia Economic Impact Report 2024

• SEO and search marketing investment data

• Small business digital adoption statistics

Meta Business Australia Insights 2024

• Social media marketing effectiveness

• Social commerce growth projections

YouTube Australia Creator Economy Report 2024

• Video marketing performance metrics

• Content consumption patterns

Mailchimp Global Email Marketing Benchmarks 2024

• Email engagement rates by industry

• Campaign performance analytics

Government and Regulatory Sources

Department of Industry, Science and Resources

• Website: industry.gov.au

• Digital Economy Strategy reports

• Small Business Digital Capability studies

Australian Small Business and Family Enterprise Ombudsman

• Website: asbfeo.gov.au

• Small Business Digital Marketing Surveys

• Technology Adoption Reports

International Benchmarking Sources

Statista Global Digital Marketing Reports

• Website: statista.com

• Comparative international digital marketing data

• Market size and growth projections

eMarketer Digital Marketing Intelligence

• Website: emarketer.com

• Global digital advertising spend analysis

• Video marketing trend reports

 

Methodology Notes

All statistics presented represent the most current available data as of August 2025. Where Australian-specific data was not available, comparable international markets (UK, Canada, New Zealand) were referenced with appropriate context provided. ROI figures are presented in local currency equivalents where applicable.

For the most up-to-date statistics, readers are encouraged to visit the source websites directly, as digital marketing metrics evolve rapidly with market conditions and consumer behaviour changes.

Document compiled August 2025. Statistics verified through multiple sources for accuracy and relevance to Australian small business market conditions.