Year in email
2024

We sifted through a casual 23,646,644,659 emails — because we wanted to, and so you wouldn’t have to. Sure, we’ve got all the serious stats like clicks, open rates, and subject line lengths. But we’re also exercising our free will. So here are some, let's call them "outside-the-box," stats just for you.

Top 10 most used emojis in 2024

The emoji hall of fame

Think you’re unique with your ✨, 🔥, or ❤️? Spoiler alert — you’re not (but don’t worry, we still adore you). Go ahead, check how many of these you used last year.

Most mentioned Artists

It’s Taylor’s world and we’re just subscribers in it

Not even emails can escape the grip of pop culture. Honestly, we’re surprised no one’s trademarked “Swift-click-through rates” yet. But hey, if dropping names works for you, roll with it. And when it doesn’t, channel the wise Ariana Grande — “Thank u, next.”

Most mentioned TV shows & movies

Inbox blockbusters

When in doubt, say “it’s just what Spider-Man would choose, allegedly.” Marketers had their blockbuster game down last year, and we’re not mad at a little cinematic clout. Because, nothing screams urgency like Batman brooding over your abandoned cart.

Most mentioned Animals

Cats vs. dogs (with a side of chicken?!)

It’s scientifically proven (don’t fact check us on that) that all marketing activities improve with a picture of a cute animal. Unfortunately, we can’t declare “cats rule, dogs drool,” because a 0.4% difference is way too close to call. What we do know for sure is that no one saw chickens clucking their way into third place.

Most mentioned Sports events

And the gold medal goes to…

Ah, sports — a way for marketers to shoehorn urgency into their campaigns. “Score big with this deal!” “Don’t miss out — time’s running out faster than Usain Bolt!” From the Olympics to the Super Bowl, no inbox was safe from sports-themed promos. And let’s be real — half of us don’t even know the rules of Formula 1, but if it sells, who’s complaining?

Oh, those marketers and their clichés

Pizza screams Italy. Croissants scream France. And tea? Well, the Brits will always own that one. What can we say — these lighthearted clichés just prove that some combos never go out of style. Though, we’re still waiting for someone to pair sushi with Sweden... just to shake things up.

Times clichés were mentioned in email campaigns:

Most mentioned celebrations

Forget about the election — it’s Christmas, baby

Election season? Meh. These big events come and go, but what truly stands the test of time is Christmas (and Black Friday, of course). Clearly, people have their priorities straight — and who can blame them? After all, no one ever stress-bakes cookies for Election Day.

Terrible puns used in email campaigns

Phrases that need to retire, like, yesterday

"Feeling lucky?" More like tired. "Hot deals"? After 2066 campaigns mentioning it — lukewarm at best. Our team brainstormed the cheesiest phrases and, because we’re overachievers, checked how many of you actually used them. Let’s just say, we can all vow to do better this year.
Shoutout to everyone for collectively retiring "prices so scary" — you’ve restored our faith in humanity.

Times phrases mentioned in email campaigns:

Honorable mentions

Not all the stats made it into this seriously scientific report, but we think they still deserve a little spotlight. Here are our honorable mentions:

Love wins ❤️

10.8% of campaigns mentioned love, while only 0.5% dared to mention hate — we clearly prefer hugs over fights here

Hi > Dear 👋

A solid 78% of campaigns went with casual “Hi” or “Hey,” while the remaining 22% stayed formal with “Dear”

Exclusive, really? 🤨

19,774 campaigns promised something exclusive, but we’re starting to think that word isn’t as special as it sounds

Oops, we did it again 🫢

4,774 campaigns embraced “oops,” “sorry,” or “fail,” openly admitting their mistakes — no shame in their game

Last chance, forever 📢

17,186 campaigns declared it was your “last chance,” but don’t worry — there’s probably another one coming soon

Congrats, you’ve just learned the most important insights of 2024 🍾

That’s it! Our 2024 email recap is served. Whether you’re here for the data, or just to procrastinate, we’re glad you stopped by. Go forth, make even better campaigns this year, and maybe try to use “Hot deals” a bit less.

Year in email 2024