Multichannel marketing spend remains strong, with 70% of marketers planning higher budgets and the U.S. email marketing market reaching $10.9 billion. Adoption is now mainstream, with 73% of organizations using a CRM and 64% of B2B marketers using marketing automation. Results still depend on execution, since average email bounce rates sit at 5.3% and only 30% of marketers measure ROI monthly.
Key Takeaways
- 70% of marketers say they planned to increase their marketing budgets in 2024 (i.e., sustained spend supporting multichannel campaigns).
- $10.9 billion is forecast for the U.S. email marketing market in 2024 (upstream budget indicator for multichannel messaging channels).
- U.S. consumers spent $1.2 trillion on ecommerce in 2023 (seasonally adjusted quarterly retail ecommerce sales)
- 64% of B2B marketers use marketing automation (automation support for multichannel nurture).
- 57% of marketers use a marketing automation platform
- 73% of organizations use a CRM system to support customer engagement
- Marketers rate marketing attribution measurement as improving campaign effectiveness in 43% of cases (reported performance improvement).
- 9% of marketers cite improving marketing performance as a key driver for marketing automation (performance metric objective).
- 75% of social media marketers say social media marketing increases exposure for their business (measured benefit).
- The average email marketing cost is $0.001 per email sent (platform cost efficiency benchmark).
- 5.3% average email bounce rate in a typical list (deliverability metric).
- The average cost per lead (CPL) for B2B is $109 (lead generation cost benchmark).
- Over 90% of consumers use multiple devices to engage with brands (cross-channel behavior trend).
- Video is used in content marketing by 91% of organizations (supports multichannel video distribution).
- In a 2023 survey, 72% of enterprises say they have a customer engagement platform initiative (trend toward unified orchestration).
Marketers are investing more in multichannel marketing, boosting automation and personalization as ecommerce and email performance grow.
Related reading
01 · Category
Market Size3 stats
01
70% of marketers say they planned to increase their marketing budgets in 2024 (i.e., sustained spend supporting multichannel campaigns).
02
$10.9 billion is forecast for the U.S. email marketing market in 2024 (upstream budget indicator for multichannel messaging channels).
03
U.S. consumers spent $1.2 trillion on ecommerce in 2023 (seasonally adjusted quarterly retail ecommerce sales)
Interpretation
Market Size Interpretation
In the market size context of multichannel marketing, budgets are set to keep rising as 70% of marketers plan to increase spend in 2024, alongside a projected $10.9 billion U.S. email marketing market and $1.2 trillion in 2023 ecommerce spending by consumers.
02 · Category
User Adoption3 stats
01
64% of B2B marketers use marketing automation (automation support for multichannel nurture).
02
57% of marketers use a marketing automation platform
03
73% of organizations use a CRM system to support customer engagement
Interpretation
User Adoption Interpretation
For user adoption, the data shows that CRM is already broadly embedded with 73% of organizations using it for customer engagement, while marketing automation adoption is more uneven with 64% of B2B marketers using it and 57% of marketers using a marketing automation platform.
03 · Category
Performance Metrics4 stats
01
Marketers rate marketing attribution measurement as improving campaign effectiveness in 43% of cases (reported performance improvement).
02
9% of marketers cite improving marketing performance as a key driver for marketing automation (performance metric objective).
03
75% of social media marketers say social media marketing increases exposure for their business (measured benefit).
04
30% of marketers say they measure marketing ROI monthly
Interpretation
Performance Metrics Interpretation
Performance metrics are clearly a growing focus, with 30% of marketers measuring marketing ROI monthly and 43% reporting attribution measurement improves campaign effectiveness, even as only 9% prioritize improving performance as a driver for automation.
More related reading
04 · Category
Cost Analysis6 stats
01
The average email marketing cost is $0.001per email sent (platform cost efficiency benchmark).
02
5.3% average email bounce rate in a typical list (deliverability metric).
03
The average cost per lead (CPL) for B2B is $109(lead generation cost benchmark).
04
Marketing automation reduces marketing overhead by 14.5% (cost savings).
05
Digital ad spend has higher ROAS than traditional channels by 2x in many cases (measured efficiency benchmark).
06
Retailers incur chargebacks and fraud losses totaling hundreds of millions annually for ecommerce (multichannel risk cost).
Interpretation
Cost Analysis Interpretation
Cost Analysis shows multichannel marketing can materially improve efficiency, with marketing automation cutting overhead by 14.5% while B2B lead generation averages $109 per lead and email deliverability issues average a 5.3% bounce rate that can quietly add unnecessary cost.
05 · Category
Industry Trends4 stats
01
Over 90% of consumers use multiple devices to engage with brands (cross-channel behavior trend).
02
Video is used in content marketing by 91% of organizations (supports multichannel video distribution).
03
In a 2023 survey, 72% of enterprises say they have a customer engagement platform initiative (trend toward unified orchestration).
04
78% of marketers say achieving campaign personalization is a high or very high priority
Interpretation
Industry Trends Interpretation
Across Industry Trends in multichannel marketing, consumers now engage with brands on multiple devices at over 90%, and with 91% of organizations using video plus 72% of enterprises pursuing customer engagement platform initiatives, the momentum is clearly toward orchestrated, personalized experiences prioritized by 78% of marketers.
06 · Category
Risk & Compliance1 stats
01
The EU ePrivacy Directive is implemented in each member state and restricts the use of cookies without informed consent
Interpretation
Risk & Compliance Interpretation
Since the EU ePrivacy Directive is implemented across every member state, marketers face a consistent risk and compliance requirement that restricts cookie use without informed consent.
report visual · Breakdown
Multichannel execution: automation & customer systems
Most marketers rely on automation and customer engagement platforms to support multichannel outreach.
70%
70% of marketers say they planned to increase their marketing budgets in 2024 (i.e., sustained spend supporting multicha
30%
30% of marketers say they measure marketing ROI monthly
source-verifiedcmo.com · marketingweek.com2024
Reference
Cite This Report
This report is designed to be cited. We maintain stable URLs and versioned verification dates. Copy the format appropriate for your publication below.
APA
James Okoro. (2026, February 13). Multichannel Marketing Statistics. Gitnux. https://gitnux.org/multichannel-marketing-statistics
MLA
James Okoro. "Multichannel Marketing Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/multichannel-marketing-statistics.
Chicago
James Okoro. 2026. "Multichannel Marketing Statistics." Gitnux. https://gitnux.org/multichannel-marketing-statistics.
Sources & references
21 datasets cited across this report · attribution is report-level
+3 additional datasets cited (not shown individually)