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Mel: Guess what? Email didn’t die! In fact, in 2024, over 361 billion emails were sent, that’s a 4.1% increase from the previous year – and it’s showing no signs of slowing down. By 2025, Statista predicts the total number of emails sent will reach more than 376 billion emails. So, what’s behind this growth?
Well, it’s a mix of factors, including better industry collaboration and the growth of complementary communication channels, for example SMS. But, that’s not to say there aren’t challenges ahead…
Smaller brands, in particular, are likely to continue to struggle with adopting essential authentication protocols like DMARC, SPF, and DKIM. The reason? Limited resources. Investing in better tools and education to support compliant list management and secure email practices is critical to addressing these gaps. Unfortunately, this presents a financial challenge which may result in smaller brands bypassing best practices to maximize list size and outreach.
Many brands have improved their email practices, but others are still falling short of following best practices. Privacy laws add complexity, but there is good news is: the growing collaboration among marketers, security experts, and anti-spam advocates is making strides. At the heart of this progress are the email conferences and community events, which are fostering connections and knowledge-sharing. By 2025, these collective efforts will be pivotal in improving accountability and driving adoption of best practices across the industry.
Thank you Mel! You can take a look back at Mel’s predictions for the future of email in 2025 here.