39 Marketing Automation Statistics you should know in 2024

39 Marketing Automation Statistics you should know in 2024

Approx. 6 Minute Read

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Ron Junior van Cann

Ron Junior van Cann

Updated on:

Published on:

13 Jun 2024

13 Jun 2024

Marketers are continually seeking new strategies to achieve their goals, but limited resources often restrict the number of campaigns they can run. Marketing automation tools are essential for reducing workload by automating repetitive tasks, allowing marketers to focus on more strategic activities. This not only enhances productivity but also cuts costs by reducing the need for manual labor.

Highlights from Recent Statistics:

  1. Customer Journey Automation: 79% of marketers automate customer journeys, with varying degrees of automation.

  2. Growing Demand for Automation: 91% of organizations report increasing demand for automation, primarily driven by marketing, R&D, administration, and customer service.

  3. Revenue from Email Workflows: Top-performing email workflows generate $16.96 per recipient, significantly higher than average workflows at $1.94.

  4. Automation and AI Usage: 64% of marketers use automation and AI, with 62% considering it crucial for their marketing efforts.

  5. Market Growth: The marketing automation market is projected to reach $13.97 billion by 2030, growing at an annual rate of 12.8%.

Marketing Automation Adoption Statistics

  1. Marketing Automation Usage: 76% of marketers use marketing automation more than sales and 139% more than finance departments.

  2. Customer Journey Automation: 79% of marketers automate their customer journey, with 10% fully automated, 25% mostly automated, and 44% part automated. 21% don’t automate at all.

  3. Plans for Adding Automation: 28% plan to add automation to email marketing in 2024, with 29% for paid ads and social media, and 21% for landing pages.

  4. Customer Profiling Automation: Customer profiling has the highest automation adoption rate at 51.43%, followed by report creation (47.14%) and social media tracking (44.26%).

  5. Financial Investment in Automation: 84% of businesses indicate no financial restrictions if automation software is worthwhile, but 66% find current tools lacking.

  6. Market Size Projection: The marketing automation market size is expected to reach $13.97 billion by 2030, growing at a rate of 12.8% annually.

  7. Preference for Cloud Solutions: Over 70% prefer cloud-based software for its data flexibility and reduced IT expenses.

Marketing Automation Industry Statistics

  1. Revenue from Email Workflows: Top 10% of email workflows generate $16.96 per recipient, while average workflows generate $1.94.

  2. Abandoned Cart Workflow Revenue: Abandoned cart workflows generate the most revenue at $28.89 for the top 10% and $3.65 on average.

  3. Welcome Workflow Open Rates by Industry: Sporting goods (57.63%), food and beverage (55.52%), and automotive (55.1%) have the highest open rates.

  4. Welcome Workflow Click Rates by Industry: Highest click rates are in sporting goods (6.95%), automotive (6.67%), and toys and hobbies (6.60%).

  5. Welcome Workflow Order Rates by Industry: Highest order rates are in toys and hobbies (2.50%), clothing (2.46%), and food and beverage (2.46%).

  6. Abandoned Cart Workflow Open Rates: Food and beverage (52.16%), home and garden (51.74%), and sporting goods (51.69%) have the highest open rates.

  7. Abandoned Cart Workflow Click Rates: Highest click rates are in hardware and home (6.96%), sporting goods (6.95%), and home and garden (6.74%).

  8. Email Workflow Revenue by Industry: Highest revenue per recipient is in automotive ($5.47), hardware and home ($4.51), and sporting goods ($3.42).

  9. Welcome Workflow Revenue by Industry: Automotive ($6.29), hardware and home ($5.70), and sporting goods ($4.47) generate the highest revenue per recipient.

  10. Abandoned Cart Workflow Revenue by Industry: Highest revenue per recipient from abandoned carts is in automotive ($9.86), hardware and home ($9.63), and sporting goods ($6.73).

  11. Global Market Value: The global marketing automation market was valued at $7.3 billion in 2023 and is expected to grow at a CAGR of 12.74% from 2024 to 2032.

  12. Demand from Business Teams: 91% of organizations report increased demand for marketing automation, mainly from R&D (39%), administrative (38%), customer service (33%), and marketing (26%).

  13. Important Software Features: 52% prioritize integrations, followed by key features (45%), scalability (35%), and ease of use (33%).

  14. Automation in Transportation: The transportation industry has the highest degree of automation at 65%, expected to increase by 21%.

  15. Automation Management Preferences: 31.25% prefer internal management of automation software, 6.25% prefer external consultants, and 62.5% are open to shared management.

  16. Relevance of Marketing Automation: 75% of companies find marketing automation very relevant or relevant in 2023, up from 18% to 42% in two years.

Email Marketing Automation Statistics

  1. Current Usage: 63% use automation for email marketing, 50% for social media, 40% for paid ads, 35% for content management, 29% for landing pages, and 28% for SMS marketing.

  2. Revenue Generation: Automated workflows generate up to 30x more revenue per recipient than campaigns.

  3. Email Orders: 31% of email orders came from automated messages, which account for only 1.8% of sends.

  4. Ecommerce Automation Workflows: 54.2% of ecommerce workflows are for cart abandonment, 30.8% for welcome emails, 5.6% for customer onboarding, and 3.6% for browse abandonment.

  5. Click Rates for Email Campaigns: Referral and loyalty campaigns had the highest click rates in 2023 at 25.15%, followed by welcome emails at 24.46%.

  6. Click-to-Open Rates: Birthday and anniversary emails had the highest click-to-open rates at 24.43%, followed by giveaways at 19.36%.

Data on Marketing Automation Usage Statistics

  1. Current Usage and Importance: 64% of marketers use automation and AI, with 62% finding it crucial.

  2. Strategy Optimization: 43% use automation to optimize strategy, 37% to improve data quality, 34% to identify ideal customers, and 31% to optimize messaging.

  3. Data Management: 42% say data management benefits most from automation, followed by analytics (25%), content creation (23%), and communication (16%).

  4. Daily Usage: 50% of marketers use automation daily, 33.2% sometimes, and 16.8% on and off.

Reasons for Using Marketing Automation

  1. Task Management: 58% use automation for task management, 42% for content automation, and 31% for chatbots.

  2. Goals for Improvement: 43% aim to optimize strategy, 37% to improve data quality, and 34% to better identify ideal customers.

  3. Automation Goals: 30% want to automate tracking and data entry, 28% lead management, and 25% project management.

Advantages and ROI of Marketing Automation

  1. Effectiveness: 65% find their automation strategy very effective.

  2. Objective Achievement: 25% best achieve objectives with current automation, 66% see some success.

  3. Efficiency Increase: 22% report over 35% efficiency increase, 39% see a 15%-35% increase.

  4. B2B Success: 29% of B2B marketers find automation very successful, 65% somewhat helpful.

  5. Customer Journey: 27% strongly agree automation eases customer journey building.

  6. AI and Effectiveness: 95% using AI or automation find their strategy effective.

  7. Work Confidence: 34.8% see increased confidence, 34.4% received a raise, 33.2% reduced errors.

Statistics About Marketing Automation Challenges

  1. Lack of Success: 9% feel little to no success with automation.

  2. Budget Decrease: 11% expect their automation budget to decrease in 2024.

  3. Modification Challenges: 96% find modifying automation challenging due to changing requirements.

  4. Implementation Challenges: 73% find automation challenging, with 41% moderately and 31% very challenging.

  5. Technical Debt: 80% foresee compounding technical debt when restructuring for automation.

  6. Implementation Time: 36% take 6 months to implement automation, mostly spent on learning the tool.

  7. Feature Utilization: 55% lack staff to oversee all features, 31% don’t need them, 29% lack knowledge, and 15% have a limited budget.

  8. Department Challenges: Analytics (31.62%), BI (44.12%), and Communication (27.94%) struggle with deprioritization.

  9. Resource Constraints: 72% see lack of resources as a significant challenge for content marketing, especially small companies.


Marketing automation is pivotal for modern businesses, offering significant benefits in efficiency, cost reduction, and customer engagement. Despite some challenges, the growing market and advancements in automation tools make it an indispensable part of any marketing strategy.

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