578 Email Marketing Stats You Can Use in 2025 (Regularly Updated)

Here we present the most comprehensive list of email marketing statistics available on the entire World Wide Web. We hope these insights can positively impact your email marketing campaigns in 2025.

This list was compiled using data from 94 unique sources. I sincerely thank them for making informed decision-making possible for marketers in 2025.

In this extensive collection, you will find 578 different email marketing statistics, carefully categorized by industry and topic. Categories range from B2B email marketing statistics to personalization, the use of AI, and much more.

To navigate this list effectively, I highly recommend using the provided table of contents. You can click on the relevant category to quickly find the statistics under that section.

Here is the full list of categories:

General Email Marketing Statistics, Email Usage Statistics, Email Marketing ROI & Effectiveness Statistics, Email Engagement & Metrics Statistics, Email Personalization & Segmentation Statistics, Email Content, Subject Line & Design Statistics, Mobile Email Marketing Statistics, Email Automation Statistics, AI Email Marketing Statistics, B2B Email Marketing Statistics, B2C Email Marketing Statistics, Ecommerce Email Marketing Statistics, Email Deliverability & Spam Statistics, Best Time/Day to Send Statistics, Email Demographics & User Behavior Statistics, Email Accessibility Statistics, Industry Specific Benchmarks (Beyond Ecommerce/B2B/B2C), Video and Interactive Email Statistics, Other Statistics.

This list is made possible thanks to the incredible sources that offer their research and insights, helping marketing professionals build better campaigns and adapt to a constantly evolving industry. I highly encourage you to follow these sources or check the references at the end of this page to support them as well.

General Email Marketing Statistics

Email marketing revenue worldwide is expected to reach $17.9 billion by 2027 (Statista)
4 out of 5 marketers say that they would rather give up social media marketing than email marketing (Luisa Zhou)
Email marketing revenue is estimated to reach almost 11 billion by the end of 2023 (Statista, 2021)
37% of brands are increasing their email budget, and just 10% are making cuts (HubSpot Blog Research, 2023)
87% of brands say that email marketing is very critical to business success (Litmus, 2023)
95% of marketing professionals state that their email marketing campaigns are worthwhile in helping them meet their goals (HubSpot)
29% of marketers rate email marketing as the most effective marketing channel (compared to 25% for social media, 22% for SEO, and 25% for content marketing) (Snov.io)
44% of marketing professionals say email is their most effective marketing channel, a greater percentage than for any other channel (Shopify)
The global email marketing market was valued at $11.5 billion in 2023, and is expected to grow to $46.1 billion by 2033 (Market.us, Q3 2024)
The most common types of email marketing campaigns worldwide are newsletters (16.8%), followed by promotional offers (15.3%) (Mailmodo, Q1 2024)
72% of the brands prefer email to engage with consumers across the customer journey (DMA, Marketer email tracker 2021)
Sales (24%) and relationships building/ loyalty (16%) are two primary objectives of email marketing campaigns by marketers (DMA, Marketer email tracker 2021)
The global email market was valued at $8.5 billion in 2021; by 2027 it is expected to reach nearly $18 billion (Global Email Marketing Industry Report)
82% of marketers worldwide use email marketing (Salesforce)

Email Usage Statistics

As of 2025, almost 4.5 billion people use email around the globe (OptinMonster, 2025)
By 2027 the number of global email users is expected to surpass 4.8 billion (OptinMonster)
There will be an estimated 4.73 billion email users by 2026 (Statista)
In 2024, they expected to see an average of over 361 billion emails sent per day (Oberlo, 2024)
More than 347 billion emails are sent and received each day (Statista, 2022)
99% of email users check their inbox every single day (Hubspot)
On average, professionals check their email 15 times per day, or every 37 minutes (Harvard Business Review)
In 2021, people spent an average of just over 2 and a half hours a day on email (Statista, 2021)
37% of individuals have two email accounts (Statista)
37% of survey respondents in the U.S. have two email addresses and 28% have over four (Statista, 2022)
64% of small businesses use email marketing to reach customers (Campaign Monitor, 2021)
51% of consumers say email is the best way for brands to communicate with them (SmarterHQ)
Back in 2022, people were sending and receiving around 333 billion emails every single day (Statista, 2022)
By 2026, daily emails sent/received is expected to reach a staggering 392.5 billion (Statista)
Daily email volume varies significantly by country, with the US leading at 9.7 billion emails sent daily (Omnisend)
Over 376 billion emails are sent daily worldwide — projected to climb to 408 billion by 2027 (Statista)
Nearly 100% of email users look at their messages daily (OptinMonster)
In 2023, an average of 347.3 billion emails are sent and received per day—a 4.3% increase from the previous year (Snov.io, 2023)
It’s forecasted to increase further by a similar margin in 2025, hitting 361.6 billion daily emails (Snov.io, 2025)
92% of online adults use email, with 61% using it on an average day (OptinMonster)
88% of email users check their inbox multiple times a day (ZeroBounce, 2023)
39% check their email 3-5 times a day (ZeroBounce, 2023)
Gmail is the most popular email platform exceeding 1.8 billion monthly users around the world (Techjury)
43% of US respondents stated that they check their work emails outside business hours (Statista)
Americans spend an average of 143 minutes checking email weekly (Adobe Email Usage study, 2019)
The number of outbound emails increased 15% in the last year (Salesforce)
The average time people spend reading an email is 10 seconds (Marketing Charts)

Email Marketing ROI & Effectiveness Statistics

Email marketing has an overall ROI of 4,200% (Luisa Zhou)
Email marketing campaigns have an average ROI of 36 times ($36 revenue for every $1 spent) (HubSpot)
Email generates $36 for every $1 spent, meaning email marketing ROI is 3600% (Snov.io)
For every $1 spent on email marketing, the average return is $36, delivering a 3600% ROI (OptinMonster)
75% of companies that spend $100 or less each month on an email marketing campaign say they reap $21 or more for every dollar they spend (UpCity)
Testing your emails can lead to a higher overall return on investment (HubSpot)
QA, A/B, and spam testing your emails leads to higher ROI. Enjoy up to a 28% higher return when you put testing to work (Litmus, 2022)
Companies that A/B test every email see email marketing returns 37% higher than brands that never include A/B tests (Litmus)
In July 2022, 47% of US marketing professionals listed measuring email ROI among the leading challenges (eMarketer, 2022)
In 2023, about 52% of marketers reported a double increase in ROI in their marketing campaigns (Statista, 2023)
51% of businesses that spend $500 or more on email marketing each month see an ROI of $31 or more on every dollar spent (UpCity)
For 38% of marketers, measuring return on investment (ROI) is the most effective way to evaluate the performance of their email program (Ascend2)
Email marketing generates between $36 and $40 for every dollar spent, according to multiple industry sources (Omnisend)
Omnisend’s US merchants see an average ROI of $68 for each dollar spent (Omnisend)
18% of companies achieve email marketing ROI greater than $70 per $1 invested (Snov.io)
Email marketing acquired 40 times more customers than Facebook and Twitter combined (Snov.io)
59% of marketers believe email is over twice as effective at generating leads than channels such as PPC and paid social media (Snov.io)
14% of marketers say that email campaigns provide the strongest return on investment (ROI) of any marketing strategy (Shopify)
Half of marketers doubled their overall marketing ROI in 2023 (Mailmodo, Q1 2024)
Email marketing offers a staggering $42 return on every $1 spent (Competitors.app)
Email marketing has an average ROI of 3600%, or 36:1 (Litmus)
Brands that use personalization increase email ROI by nearly 260% (43:1) compared to those who never or rarely do (12:1) (Litmus)
Marketers who A/B test their emails often increase email ROI by 86% (42:1) compared to those who never do (23:1) (Litmus)

Email Engagement & Metrics Statistics

The average click-through rate across all fields for email marketing is 3.25% (GetResponse)
Newsletters get a CTR a little higher than average at 3.84% (GetResponse)
Triggered emails (based on a customer action) receive a CTR of 5.02% (GetResponse)
Image-based emails receive a 4.84% CTR and text-based emails receive a CTR of 1.64% (GetResponse)
Image-based emails overall have a higher open rate of 30.27% (Backlinko)
Emails that include image offers get a 10% boost in open rates (Hubspot)
Newsletters have a 40.08% open rate while triggered emails have a 45.38% open rate (GetResponse)
Across all industries, 32.55% is the average open rate for email marketing in August 2024 (Constant Contact, 2024)
The average open rate worldwide is approximately 27% (GetResponse)
Just about 22% of all email marketing campaigns are opened within the first hour of them being sent (GetResponse)
Nearly 21% of all email campaigns are opened within the first hour of sending (GetResponse, 2023)
Emails that mention hobbies, the government, or the arts have the highest average open rates (MailChimp)
Welcome emails have the highest open rate of 50% (Act-On)
A welcome email achieves an impressive average open rate of 83.63% (GetResponse)
Welcome emails have the highest open rates (91.43%) with an average CTR of 26.9% (Hive)
More than 8 out of 10 people will open a welcome email, generating 4x as many opens and 10x as many clicks as other email types (GetResponse, 2020)
77% of marketers have seen an increase in email engagement over the last 12 months (Not Another State of Marketing, 2021)
The top two metrics marketers track for the emails they send are clickthrough rate (34%) and open rate (31%) (HubSpot Blog Research, 2023)
Most marketers report an average email open rate of 46-50% (HubSpot Blog Research, 2023)
The average email clickthrough rate is 2.6-3% (HubSpot Blog Research, 2023)
The average email click rate is 7-9% (HubSpot Blog Research, 2023)
Emails with images offer an almost 10% boost in open rates (GetResponse, 2022)
The average email open rate across all industries is 39.64% (GetResponse, 2024)
Emails with CTAs get a CTR of 3-5% (Databox)
In 2022, Canada had the highest CTR of 7.41% on marketing emails among selected global countries (Statista, 2022)
Co-marketing or sponsored emails see the highest open rates compared to other types of emails (UpCity)
In 2022, about 67% of marketers globally reported an increase in open rate on their email marketing campaigns (Statista, 2023)
In 2023, 57.8% of marketers reported open rates of between 20 and 50 percent in their campaigns (Statista, 2023)
In 2022, automated emails in e-commerce had an average conversion rate of 3% (Statista, 2022)
The average conversion rate across industries is 2.6% (Ruler Analytics)
Email campaign click-to-conversion rates grew by 27.6% in 2024 (Omnisend, 2024)
One in three people who click on an automated message make a purchase (Omnisend)
Order and shipping confirmation emails convert 22 times better than campaign emails (Omnisend)
Emails that include some sort of graphics have a higher open rate (27%) and CTR (4.5%) than that of text-based emails (20% and 3%) (Snov.io)
In 2022, the average open rate was 19.66% (Snov.io, 2022)
22% of marketers report email click-through-rates over 20% as opposed to industry average of 10.69% (Snov.io)
The average click-to-open rate was 10.5% in 2022 (Snov.io, 2022)
On average, a good response rate to aim for is 10% (Snov.io)
The average email engagement rate (measured by open rate) across all industries is 36.5% (Shopify)
Retail businesses have an average email engagement rate of 33.1% (Shopify)
Emails from the retail industry have an average open rate of 41.7% (GetResponse, Q2 2024)
Retail has an average click-through rate of 5% (GetResponse, Q1 2024)
The average open rate for email newsletters across all industries is 21.33% (Mailchimp)
Emails related to the Government and Non-profit sectors receive the highest open rates (Campaign Monitor)
The average click-to-open rate for all industries is 14.1% (Campaign Monitor)
The average open rate for email marketing campaigns is 25.10% (Omnisend, 2023)
On average, email campaigns see a click-through rate of 1.50% (Omnisend, 2023)
The overall conversion rate for email marketing stands at 0.07% (Omnisend, 2023)
Average open rate across industries is 26.80% (Getresponse)
Average click-through rate across industries is 1.89% (Getresponse)
Average click-to-open rate across industries is 7.01% (Getresponse)
Emails have an average conversion rate of 6.5%, outperforming social media (Competitors.app)
The average CTR for emails is 2.6% (Competitors.app)
21% is the average open rate (OR) for emails across all industries (Campaign Monitor)
The average click through rate (CTR) is 2.3% across all industries (Campaign Monitor)
The average click-to-open rate (CTOR) is 10.5% across all industries (Campaign Monitor)

Email Personalization & Segmentation Statistics

51% of marketers believe that segmenting is one of the most effective email marketing strategies (Instapage)
Email marketing campaigns that are most effective include the strategies of segmentation (78%), message personalization (72%), and email automation (71%) (HubSpot)
When a company personalizes emails, it can increase revenue by up to 760% (Techjury)
75% of all marketers believe that personalized email marketing campaigns result in higher click-through rates (Instapage)
Personalized emails have an open rate of 22.63% (Influencer Marketing Hub)
Personalized emails have higher open rates of 44.30% (GetResponse)
Segmented emails drive 30% more opens and 50% more clickthroughs than unsegmented ones (HubSpot)
The most effective strategies for email marketing campaigns are subscriber segmentation (78%), message personalization (72%), and email automation campaigns (71%) (HubSpot Blog Research, 2021)
Personalization using dynamic content is the top personalization tactic used by email marketing teams (Litmus, 2023)
4 out of 5 marketers personalize emails with profile data and 64% personalize them by segment (Constant Contact, 2023)
51% of marketing professionals say email list segmentation is the most effective way to achieve personalization (GetResponse)
About 65% of marketing professionals have sent out campaigns with personalized subject lines (Statista)
78% of marketers use personalization to create more relevant messages for their subscribers (Statista)
Most marketers (66%) use demographic data such as gender and age to personalize their emails (Statista)
54% of enterprise marketing professionals plan to personalize emails beyond the first and last name (OMI)
Email list segmentation and personalization were the most effective email strategies in 2017 (Snov.io, 2017)
Segmented email campaigns show 50% higher CTR than untargeted campaigns (Snov.io)
The top 3 reasons for using personalization in email marketing are improved open rate (82%), higher CTR (75%), and better customer satisfaction (58%) (SaleCycle)
Marketers who send segmented campaigns notice a 760% increase in revenue (Snov.io)
Segmented campaigns can boost revenue by up to 760% (G2, 2024)
58% of revenue is generated thanks to segmented and personalized emails (Snov.io)
62% of marketers say that personalization is the most effective technique (Snov.io)
52% of email marketing professionals plan to use personalized email marketing campaigns (Shopify)
80% of email marketing professionals report that personalization tactics like dynamic message personalization improve performance (Shopify)
90% of email marketing professionals report that using subscriber segmentation to deliver targeted messages boosts performance (Shopify)
Marketing emails sent in response to behavioral triggers generate 10 times greater revenue than other marketing email types (Shopify)
Emails with personalized subject lines can increase open rates by 26% (Campaign Monitor)
74% of marketers said that customer engagement increases through targeted personalization (Campaign Monitor)
Personalized emails see a 26% increase in open rates (G2, 2024)
Past interactions with emails (44%) was one of the top data used to personalize emails, along with recipient’s name, company name, or other profile data (68%) (Omnisend)
Emails with personalized subject lines achieve 26% higher open rates compared to generic ones (Competitors.app)
91% of marketers report using personalization in their email campaigns (Competitors.app)
Personalized emails generate a 122% higher ROI than non-personalized campaigns (Competitors.app)
Campaigns that use audience segmentation see an average revenue increase of 760% (Competitors.app)
Marketers report a 760% increase in email revenue from personalized and segmented campaigns (Campaign Monitor)
Personalized calls to action convert 202% better than default or standard calls to action (HubSpot)
Emails with personalized subject lines generate 50% higher open rates (Yes Lifecycle Marketing)

Email Content, Subject Line & Design Statistics

47% of people will open an email based on the subject line (OptinMonster)
69% of individuals will regard emails as spammy based on the subject line (OptinMonster)
42% of individuals will look at the sender of the email first before deciding to open it or not (Mirabel’s Marketing Manager)
Emails that end up being the most successful are the ones that include promotional offers, promote curiosity, and are ultimately personalized (HubSpot)
Open rates increase by 56% if an email’s subject line contains emojis (Campaign Monitor)
On the iPhone email app, only the first 30 characters of a subject line are shown (Yola)
iPhone cuts off the subject lines over 32 characters (Snov.io)
Recognizing the sender is the most important factor in whether or not an email is opened (Mailjet)
Emails with preheader text receive better open rates at 44.67% compared to the 39.28% of those lacking them (GetResponse)
Emails with multimedia elements or formats with images and/or videos have the highest performance (HubSpot Blog Research, 2023)
The most effective email subject lines engage curiosity, include promotional offers, and are personalized to each recipient's interests (HubSpot Blog Research, 2021)
Emails with a shorter subject line (between 61 and 70 characters) get the highest open rates, 43.38% (GetResponse)
Email subject lines with fewer than 70 characters have the highest open rates (Shopify)
The difference between open rates and CTRs for subject lines with and without emojis is small, at 4.7% for open rates and 3.3% for click-through rates (GetResponse)
More than 80% of marketers reported seeing at least some performance improvement when using subject line personalization (Omnisend)
In 2023, approximately 65% of marketing professionals personalized subject lines in more than half of their email campaigns (Statista, 2023)
Email subject lines perform better when they use personalization, increasing open rates by 10-14% across industries (Omnisend)
73% of surveyed marketers say that including emojis in a subject line can improve the performance of an email significantly (Omnisend)
Open rate by the number of words in the subject line: 6-10 words (21%), 0-5 words (16%), 11-15 words (14%), 16-20 words (12%) (Snov.io)
Emails with “fw:” in the subject line are 17% less likely to be opened (Snov.io)
Emails containing personalization in the subject line are 22% more likely to be opened (Snov.io)
The email subject line most often contains: the customer’s name (46.21%), the product name/details (44.01%), the company name (42.88%) (Snov.io)
An average marketing email consists of 434.48 words and takes 3.3 minutes to read (Snov.io)
Most (19% of subscribers) respond to messages of 200-250 words (Snov.io)
52% of managers add signatures to their emails (Snov.io)
Emails with signatures with a photo receive 32% more replies than emails without it (Snov.io)
7 lines are the perfect size for an email signature (Snov.io)
The most popular sign-offs are: Thanks (62%), name or initials (46%), Sincerely (44%) (Snov.io)
“Thanks” is the least annoying sign-off (only 3% dislike it), while 21% dislike “Peace” (Snov.io)
68% of millennials use and like seeing emojis, GIFs and stickers in their emails (Snov.io)
Emails with an emoji in the subject line show a 56% higher open rate (Snov.io)
Using appropriate emojis in holiday campaigns can reduce the complaint rate to 0% (Snov.io)
An initial email with a video receives a CTR increase of 96% (Snov.io)
Attaching a video in an email can lead to a 200-300% increase in CTR (Snov.io)
Using the word “video” increases open rates by 19%, CTR by 65%, and cuts the number of unsubscribes by 26% (Snov.io)
Adding video to emails can increase click-through rates by an average of 300% (Biteable)
Two-thirds of surveyed people claim that they prefer emails consisting mostly of images (Snov.io)
74% of users delete the message if it doesn’t open within 5 seconds (likely due to image size) (Snov.io)
43% of recipients read the emails without turning the images on (Snov.io)
Research shows that it’s best to keep the text to image ratio in emails at 4:1 (Pinpointe)
77% of email marketing professionals say that subject line personalization improves performance (Shopify)
64.7% of marketers said that they sent at least half of their email campaigns with subject line personalisation (Mailmodo, Q1 2024)
Emails with a CTA have a click-through rate of 3–5% (Databox, Q3 2023)
The average number of email characters in a subject line is 43.85 (AWeber)
Only 6.9% out of 1000 subject lines analyzed included emojis (AWeber)
Emails that end with “Thanks in advance” or similar variations received higher responses than other sign-offs (Boomerang)
The email subject line length that yields the highest open rates is between 30 to 35 characters, including spaces (Netcore, 2023)
Subject lines with 6-10 words achieve the highest open rates (Competitors.app)
Subject lines with emojis have a 56% higher open rate (Competitors.app)
Subject lines using actionable words like “discover” or “save” increase click-through rates by 22% (Competitors.app)

Mobile Email Marketing Statistics

41% of people will view their emails from their mobile devices, while 39% of views are from desktops (HubSpot)
Nearly 1 in 5 email marketing campaigns are not optimized for mobile devices (SuperOffice)
About 42% of people will delete emails that are not properly optimized for mobile (SaleCycle)
Optimizing email marketing campaigns for mobile responsiveness can lead to increased mobile clicks by 15% (MailChimp)
55% of emails are opened on mobile devices (Hubspot)
55% of emails are opened on mobile devices (eMarketer, 2023)
Mobile devices account for 27% of email addresses (MailChimp)
The iPhone email app has the highest market share, with the Gmail app taking second place (Litmus Labs)
Apple iPhone's native email app has the highest market share, followed by Gmail (Litmus Labs, 2022)
59% of Millennials use their cellphone to check email (Wix)
59% of Millennials primarily use their cellphone to check email (Forbes, 2024)
Half of users will delete emails they receive that aren’t optimized for mobile (OptinMonster)
50% of people will delete an email if it isn’t optimized for mobile (OptinMonster)
A majority of marketers using email leverage mobile-friendly emails as part of their marketing strategy (HubSpot)
Nearly 55% of global website traffic is generated from mobile devices, excluding tablets (Statista, 2022)
Mobile devices account for over half of all web traffic (Shopify)
46% of smartphone users prefer to receive communications from businesses via email (Statista, 2021)
Nearly half of global internet users with mobile devices say they prefer to receive communications from businesses by email (Shopify)
35% of email marketers say they use a mobile-first or mobile responsive design process (Litmus, 2023)
Launching a mobile-responsive email design can increase unique mobile clicks by 15% (MailChimp, 2021)
Businesses see a 15% increase in mobile clicks when creating a mobile-responsive email design (G2)
56% of marketers leverage mobile-friendly emails in their email marketing strategy (HubSpot Blog Research, 2021)
56% of marketers worldwide are planning to implement mobile-friendly email designs (Omnisend)
81% check their email on smartphones, 74% on desktop/laptop, 21% on tablet, 2% on a smartwatch (Snov.io)
88% of smartphones users check their Inbox on their phones (Snov.io)
In 70% of cases, if the message doesn’t display correctly on mobile, it’s likely to be deleted within 3 seconds (Snov.io)
52% of B2C brands’ emails and websites aren’t both mobile-friendly (Snov.io)
57% of users say they won’t recommend a poorly designed mobile site (Snov.io)
⅓ of professionals use their mobile devices to check their emails (Snov.io)
The two most popular email clients are Apple iPhone and Gmail (34% and 26% of opens respectively) (Snov.io)
Apple leads email client market share at 57%, followed by Gmail (30%), Outlook (4%), and Yahoo! (3%) (Litmus)
75% of Gmail users are using their mobile devices to access their email (Snov.io)
A mobile offer is 10 times more likely to be used than the same one in print form (Snov.io)
You can expect 26-78% of your emails to be opened on mobile devices (OptinMonster)
23% of consumers who open an email on a mobile device will open that email again later (Campaign Monitor)
29.9% of internet users aged 16 to 64 buy something each week from their mobile phones (Datareportal, Q1 2024)
Almost half (49.5%) of internet users aged between 16–64 used email apps in the previous month (Datareportal, Q1 2024)
41.6% of emails are opened on mobile devices (Litmus, Q3 2021)
56% of emails are opened on Apple’s iPhone (29%) and Gmail (27%) (Litmus)
In 2019, 41.9% of emails were opened on mobile clients (Litmus, 2019)
Over 61% of emails are opened on mobile devices (Competitors.app)
Mobile-optimized emails generate 15% higher conversion rates compared to non-optimized ones (Competitors.app)
42% of all emails are opened on a mobile device (Litmus)

Email Automation Statistics

Automated emails can generate 320% more revenue than emails that are not automated (Campaign Monitor)
320% more revenue is driven from automated emails than non-automated emails (Campaign Monitor)
45% of marketers will use automation for A/B testing purposes (Litmus)
Automation is primarily used in email marketing to send triggered emails, for drip or nurture campaigns, and segmentation (Litmus, 2021)
The latest Ascend2 2024 statistics show that 48% of marketers plan to include email automation in their email programs (Ascend2, 2024)
Marketers use automation for multi-step welcome emails (47%), promotional sales-focused emails (46%), transactional emails (28%), and more (GetResponse)
In 2024, automated emails drove 37% of all email-generated sales, despite accounting for just 2% of email volume (Omnisend, 2024)
Automated emails had 52% higher open rates, 332% higher click rates, and 2,361% better conversion rates compared to regular campaigns (Omnisend)
Abandoned cart, welcome, and browse abandonment emails accounted for 87% of all automated orders (Omnisend)
Brands sent a quarter of a billion more automated emails year-over-year (Omnisend)
Automated emails ended 2023 with a 42.1% open rate, a 5.4% click rate, and a 1.9% conversion rate (Omnisend, 2023)
Automated birthday emails achieved a 43.3% open rate and a 14.3% click-to-conversion rate (Omnisend)
On average, 81% of companies use marketing automation (Salesforce)
The biggest marketing automation benefits are: saving time (30%), lead generation (22%), higher revenue (17%), customer retention (11%) (Snov.io)
Marketing automation software users can benefit from a 451% increase in qualified leads (Snov.io)
35% of marketers use marketing automation software for content creation and email outreach services (Snov.io)
47% of marketers are sure that automation is worth the price (Snov.io)
67% of marketers use automation for drip or nurture campaigns (Snov.io)
56% of marketers use automation for segmentation purposes (Snov.io)
68.5% of responders believe that automation improved the targeting of messages (Snov.io)
82% of marketers use automation to create triggered emails which result in 8 times more opens and greater earnings than typical bulk emails (Snov.io)
The best tactics for automation are mapping the customer experience (53%) and the use of personalized messages (51%) (Snov.io)
Average open rate of triggered email campaigns is 35.64%, CTR – 2.02%, and click-to-open rate – 9.94% (Snov.io)
The average unsubscribe and spam rates of triggered emails are 0.30% and 0.02% respectively (Snov.io)
48% of email marketing professionals plan to incorporate email automation into their email marketing strategy (Shopify)
35% of marketers want to send more automated emails in the future (Shopify)
On average, 51% of businesses are using automation to refine their marketing processes (Email Monday)
The three major benefits of email automation for businesses are saving time (30%), lead generation (22%), and an increase in revenue (17%) (GetResponse)
Email automation is a strategy used by 58% of businesses (Forbes, 2024)
In 2023, automated emails accounted for 41% of all email orders from only 2% of email sends (Omnisend, 2023)
76% of marketers use email marketing automation tools (Competitors.app)
Automated email campaigns generate a 320% higher ROI compared to manually executed campaigns (Competitors.app)
Businesses using email automation save an average of 30% on operational costs (Competitors.app)
Only 37% of emails sent to users are automated, while 39% are segmented (DMA, 2020)
Automated emails get 152% higher click rates than broadcast emails (Myemma)

AI Email Marketing Statistics

AI-driven email marketing leads to a 13% increase in click-through rates and a 41% rise in revenue (Wix)
AI-driven email marketing leads to a 13% increase in click-through rates and a 41% rise in revenue (Adobe, 2022)
95% of marketers who use generative AI for email creation rate it “effective”, with 54% rating it “very effective” (HubSpot's State of Generative AI, 2023)
43% of marketers who use generative AI say that it’s most helpful for creating emails (HubSpot's State of Generative AI, 2023)
38% of marketers who use AI use it to write emails (HubSpot's State of Generative AI, 2023)
21% of Sales Professionals who use AI say it’s most useful for writing messages to prospects (HubSpot's State of Generative AI, 2023)
32% of Sales Professionals who use AI say it’s most useful for re-purposing messages for a different audience (HubSpot's State of Generative AI, 2023)
57% of B2B marketers say they are using AI for their campaigns (Marketing Drive)
36% of marketing professionals plan to leverage AI to craft personalized newsletters (Ascend2)
The top 3 areas marketers are using AI in email marketing are email retargeting (55%), content/message personalization (53%), and subject line optimization (44%) (Ascend2, 2023)
51% of email marketers believe AI-supported email marketing is more effective than traditional techniques (Statista)
Marketers using AI for personalization report an increase in email marketing revenue by over 40% and a CTR of 13.44% (Statista)
Emails generated with AI have a higher click-through rate than those created from scratch (GetResponse)
41.29% of marketers who have used AI have seen increased revenue (Statista)
Seven out of 10 marketers in the US use generative AI tools in their work (Omnisend)
34% of marketers use generative AI specifically for writing copy for emails (Omnisend)
50.7% of US and EU marketers believe that AI is “more effective than traditional approaches in email marketing” (Statista)
66% of respondents use AI to optimize send times (Omnisend)
Generative AI is particularly popular among email marketers, with 51% using tools like ChatGPT (Litmus)
Other AI tools used include Copy.ai (21%), Scalenut (19%), and Jasper (14%) (Litmus)
34% of marketers who use generative AI report using it to write copy for marketing emails (Shopify)
39% of email marketing professionals say that AI-driven hyper-personalization will have the biggest effect on email automation campaigns (Shopify)
87% of AI adopters use it to enhance email marketing (Master of Code, 2024)
49% of email marketers use the help of AI to create content (Forbes, 2024)
About 51% believed that AI email marketing proved to be more effective than traditional email marketing methods (Statista, 2023)
40% of the respondents used AI primarily for content creation and image generation (Statista, 2023)
Marketers using AI for email personalization reported a 41% increase in revenue and a higher click-through rate of 13.44% (Statista)
Automation tools leveraging AI see a 25% increase in engagement (Competitors.app)

B2B Email Marketing Statistics

81% of B2B marketers use email newsletters as their main form of content (Content Marketing Institute)
Email is the third-highest owned media platform B2B marketers used to distribute content in the past 12 months (Content Marketing Institute, 2022)
In 2023, email was the fourth-highest owned-media platform 69% of B2B marketers used for distributing their content (Content Marketing Institute, 2023)
67% of B2B buyers and consumers set up a separate junk email to avoid unwanted emails (HubSpot)
New product announcement emails have the highest click-through rate according to B2B marketers (HubSpot)
B2B marketers say that new product and feature announcement marketing emails have the highest click-through rate (HubSpot Blog Research, 2021)
77% of B2B buyers prefer that people contact them via email (Porch Group Media)
77% of B2B consumers prefer to be contacted via email more than double any other communication channel (Sopro)
77% of B2B buyers prefer to be contacted over email – more than double any other channel (Snov.io)
On average, B2Bs email open rate is 15.1% (Moosend)
The average email open rate for B2Bs is 15.1% (DMA)
Average open rates for B2B emails stand at 20.8% (Competitors.app)
B2B marketing emails have a 23% higher click-to-open ratio compared to B2C marketing emails (Backlinko)
50% of marketers in the B2B space think that email marketing is the most effective tool at their disposal (eMarketer)
Half of US B2B marketers agree that email is the most impactful tool in their multichannel marketing strategy (eMarketer)
Email marketing was ranked second for most effective sales and marketing lead sources in the B2B space at 32% (Sagefrog)
Among B2B marketers, email marketing ranked as the second most effective sales and marketing lead source (with a 32% share) (Sagefrog)
81% of B2B marketers say their most used form of content marketing is email newsletters (Content Marketing Institute, 2020)
B2B buyers and consumers feel overwhelmed by the volume of emails and 67% set up a junk email account (Gartner, 2022)
The biggest blockers marketers face during email production are building (41%), designing (40%), and testing (39%) (Litmus, 2023)
Email newsletters are the third-highest owned-media platform, with 69% of B2B marketers using them to distribute their content (CMI)
In 2022, email marketing was the third-leading marketing tactic implemented by US B2B professionals—with a 36% market share (eMarketer, 2022)
About 71% of B2B marketers used email newsletters to nurture leads in 2024 (Content Marketing Institute, 2024)
42% of B2B marketers say that email produces the best results compared to other marketing channels (Omnisend)
73% of B2B buyers prefer that sellers contact them via email (Omnisend)
87% of B2B marketers use email channel for distributing content (Snov.io)
Email marketing (84%) is the most implemented marketing tactic in B2B business (Snov.io)
Email marketing is mostly used for lead generation (85%), sales (84%), lead nurturing (78%), and customer retention (74%) (Content Marketing Institute)
50% of B2B marketers say email marketing is the most impactful channel in their multi-channel marketing strategy (OptinMonster, 2023)
42% of B2B marketers cite email as their most effective marketing channel (OptinMonster)
85% of B2B organizations use email marketing software to help with content distribution (Content Marketing Institute)
93% of B2B marketers distribute content via email (Content Marketing Institute)
31% of B2B marketers stated that the best way to nurture leads is via email newsletters (Content Marketing Institute)
In 2020, the average bounce rate for B2B emails was 1.2% (Emfluence, 2020)
59% of B2B marketers say email is their most effective channel for revenue generation (Code Crew, 2024)
73% of B2B marketers consider email marketing to be the most effective method for reaching out to prospects (G2, 2024)
31% of B2B marketers say email newsletters are the top choice to nurture leads (Content Marketing Institute, 2020)
The top 2 technologies B2B organizations use to assist content marketing are analytics tools (86%) and email marketing software (85%) (Content Marketing Institute, 2020)
Email is the preferred organic content distribution channel for 87% of B2B marketers (Mailmodo)
59% of B2B marketers cite email as their top channel for revenue generation (Backlinko)
Cold email campaigns see reply rates of 10-15% when they focus on solving specific business challenges (Competitors.app)
Whitepapers, case studies, and reports are the most downloaded content from B2B email campaigns (Competitors.app)
B2B email marketing delivers an ROI of $38 for every $1 spent (Competitors.app)
Emails with less than 200 words perform best in B2B, as professionals prefer concise, actionable content (Competitors.app)
Email newsletters were the second most popular content distribution channel for B2B marketers (87%) (Content Marketing Institute)
The third most popular technology B2B organizations use for content marketing is email marketing software (78%) (Content Marketing Institute)

B2C Email Marketing Statistics

65% of B2C companies use some form of email marketing software to organize their content (Content Marketing Institute)
80% of B2C marketers use email marketing to help nurture their audiences (Content Marketing Institute)
87% of B2C marketers leverage automation as part of their email marketing strategy (HubSpot Blog Research, 2021)
50% of people buy from marketing emails at least once per month (Salecycle, 2022)
60% of retail, e-commerce, and consumer goods and services companies are personalizing emails based on past purchases (Litmus, 2020)
60% of respondents say that marketing emails have influenced their purchases (Constant Contact, 2023)
In 2023, email was among the top-owned media platforms 61% of B2C marketers used to distribute content (CMI, 2023)
68% of B2C marketers used email newsletters in 2023 (CMI, 2023)
Email is ranked among the top content marketing methods for 80% of B2C marketers to nurture leads (CMI)
Email newsletters are among the top four types of content used by 74% of B2C marketers (CMI)
63% of B2C marketers use automated emails in their email marketing campaigns (Ascend2, 2023)
Email marketing effectiveness statistics show that email outperformed banner ads and SMS marketing by 108% in 2023 (Omnisend, 2023)
Email outperformed social media posts by 13% and social media ads by 11% in 2023 (Omnisend, 2023)
59% of consumers say marketing emails influence their purchase decisions (OptinMonster)
80% of small and midsized businesses say that email marketing is their most important online tool for customer retention (OptinMonster)
B2C email marketing has a click rate of 2.09% (OptinMonster)
72% of B2C marketers utilize email marketing software to support content distribution (Content Marketing Institute)
81% of retail professionals said that email marketing is great for customer acquisition, and 80% for customer retention (Emarsys)
80% of retail professionals indicate email marketing as their greatest driver of customer retention (Word Stream, 2023)
50% of consumers make a purchase from email marketing channel at least once per month (G2, 2024)
It’s three times more likely that people purchase from email marketing than social media (Forbes, 2024)
B2C are slightly more likely to see a higher return on their investment of 51.56 USD (£38.24) per £1 spent (DMA, 2020)
Open rates increased 2X for brands in the retail sector when they used send time optimization (STO) (Netcore, 2020)
Media and Publishing brands have the highest open rates (75%) (Netcore, 2020)
Open rates for B2C emails are 18.3% (Competitors.app)
59% of consumers say that emails directly influence their purchasing decisions (Competitors.app)
Discounts and exclusive offers generate 65% higher click-through rates compared to non-promotional B2C content (Competitors.app)
B2C emails focused on loyalty programs see a 20% increase in repeat purchases over time (Competitors.app)
40% of consumers report having at least 50 unread emails in their inboxes (Sinch)

Ecommerce Email Marketing Statistics

Ecommerce businesses in 2022 saw an average conversion rate from automated emails of 3% (Statista, 2022)
85% of eCommerce marketers say their primary objective with email is increasing brand awareness (HubSpot Blog, 2023)
The highest converting ecommerce industry in 2024 was games (0.30%) (Omnisend, 2024)
Books and literature (29.4%), sports (28.8%), food and drink (26.1%), and travel (28.2%) all achieved open rates above 25% (Omnisend)
The firearms and weapons industry stood out with a 3.69% click rate (Omnisend)
When examining conversion rates by industry, two sectors tied at 11%: firearms and weapons, and sports (Omnisend)
Beauty and cosmetics saw the largest year-over-year improvement in open rates, growing from 20.5% to 23.8% (Omnisend)
The click-to-conversion rate for the games industry has gone up from 11.6% in 2023 to 17.61% in 2025 (Omnisend, 2025)
Abandoned cart email campaigns have an open rate of 50.50% (Klaviyo, 2024)
Businesses earn an average of $3.45 in revenue per abandoned cart email recipient (Klaviyo, 2024)
Abandonment cart emails have 45% open rates, and 21% of them are clicked on. Half of the users that clicked completed a purchase (Moosend)
Abandoned cart emails have a global conversion rate of 2.6% (Omnisend, Q1 2024)
Abandoned cart email flows drive the highest revenue per recipient (RPR) at $3.65 (Klaviyo, 2024)
The average open rates across all sectors for abandoned cart emails was 51% (Klaviyo, 2024)
Abandoned cart emails convert 3x more than other automated emails (Email Tool Tester, 2023)
Welcome email flows drive an average $2.65 RPR within the overall ecommerce industry (Klaviyo, 2024)
Welcome emails have a global average open rate of 54.3% in ecommerce (Klaviyo, 2024)
Welcome emails have a global average conversion rate of 2.7% (Omnisend, Q1 2024)
Consumers spend 128% more when shopping from emails than when using other methods (Shopify)
Revenue Contribution: Email marketing accounts for 20% of ecommerce sales (Competitors.app)
A single abandoned cart email can achieve a 45% open rate and a 21% conversion rate (Competitors.app)
Upselling and Cross-Selling: Follow-up emails with product recommendations lead to 15% higher order values (Competitors.app)
Seasonal Campaigns: Ecommerce brands report a 30% revenue boost from holiday-themed email campaigns (Competitors.app)
Transactional Emails: These emails, such as order confirmations, see an open rate of over 80% (Competitors.app)
Retail emails have the lowest open rate by industry (17%) (Campaign Monitor)
Abandoned cart email open rates sit at nearly 49% (Barilliance)
Retail, ecommerce, and consumer goods have an average email ROI of 45:1 (Litmus)

Email Deliverability & Spam Statistics

The average unsubscribe rate in the year 2022 was only 0.1% (Campaign Monitor, 2022)
The biggest reasons customers unsubscribe from marketing emails include getting too many (26%) and finding the emails irrelevant to them (21%) (MarketingSherpa)
A survey by the Manifest reported that 59% of respondents said they unsubscribe to company emails they receive too often (The Manifest)
Out of those surveyed, 59% of Americans believed that the majority of their emails weren’t useful to them (Edison Mail)
The average email delivery rate is 85.7% (Email Tool Tester, 2023)
The average email delivery rate for Google is 95%, 91% for Microsoft, 81% for Yahoo, and 76% for AOL (Email Tool Tester, 2023)
14.3% of all emails go missing or have been caught by popular spam filters (Email Tool Tester, 2023)
The average email bounce rate across all industries is 2.33% (GetResponse)
The average email bounce rate across all industries was 2.76% (Snov.io)
The average email unsubscribe rate for all industries is 0.15% (GetResponse, 2024)
Two of the top reasons customers unsubscribe: sending too many emails (26%) and emails irrelevant to them (21%) (GetResponse referencing MarketingSherpa)
59% of people in a Manifest survey said the most common reason they unsubscribe is too frequent emails (The Manifest)
69% of email recipients report email as spam after reading the subject line (Omnisend)
The spam rate average in 2022 was 0.02% (Snov.io, 2022)
Too many emails is the number one trigger for consumers to unsubscribe (Gartner, 2022)
43% of email recipients in the US say that they always or often delete emails from brands without reading them first (Shopify)
18% of email marketing professionals offer temporary email opt-outs, and 47% plan to introduce this option soon (Shopify)
65% of email marketing professionals say email deliverability is becoming more difficult (Shopify)
In 2023, 86% of emails arrived in inboxes, 7% went to spam, and 7% went missing (Shopify, 2023)
Poor email content has the potential to annoy customers; 51% felt they received irrelevant content in the previous six months (Marigold, Q1 2024)
11.1% of all emails never reach the mailbox because of deliverability issues (EmailToolTester)
88.9% is the percentage of the average email deliverability rate (EmailToolTester)
Spam emails took over 47.3 percent of the total email traffic share in September 2020 (Statista, 2020)
In 2019, the average unsubscribe rate was 0.2%, and the spam rate reached 0.02% (GetResponse, 2019)
Average unsubscribe rate is 0.1% (Getresponse)
Average spam complaint rate is 0.01% (Getresponse)
Global inbox placement rate was almost at 85% in 2022, while the spam placement rate was 6.1% (Validity report, 2023)
Gmail achieved the top delivery performance rate at 88.1%, with Microsoft following closely at 82.5% (Validity report, 2023)
Real-estate was the top industry with the highest deliverability rate of 97.1% (Validity report, 2023)
Average bounce rates hover around 0.7% (Competitors.app)
The average unsubscribe rate (UR) is 0.1% across all industries (Campaign Monitor)

Best Time/Day to Send Statistics

The best days to send emails are Tuesdays and Fridays (OptinMonster)
35% of respondents favor Tuesday as their preferred day of the week for email sends (Statista)
The worst days to send emails are on the weekends (OptinMonster)
8 a.m., 2 p.m., and 5 p.m. are usually the best times to send emails (OptinMonster)
Moosend argues the worst time to send an email is 5-6 p.m. (Moosend)
Thursday is the best day to send an email campaign (Moosend)
Saturday is the worst day to send an email campaign (Moosend)
Fridays have the highest open rate of just under 19% (Moosend)
The best time to send a marketing email is 9:00 AM - 12 PM EST, then 12:01 PM - 3 PM EST (HubSpot Blog Research, 2023)
The worst time to send a marketing email is 1 AM - 3 AM EST (HubSpot Blog Research, 2023)
Tuesdays are the best days to send an email for the highest performance, Sundays are the worst (HubSpot Blog Research, 2023)
Sending emails in the morning (4-6 AM) and later in the afternoon (5-7 PM) can improve opens and clicks (GetResponse)
18% of emails are sent on Thursdays, 17% on Tuesdays, 16% on Wednesdays (Snov.io)
The worst open and click-through rates are on weekends (Snov.io)
The time of the highest email open rate is 4AM, while 6PM shows the highest CTR (Snov.io)
50% of marketers claim that there is no perfect time for sending email campaigns as every person and business is unique (Snov.io)
The best day for emails is Thursday (Snov.io)
Tuesday is the best time of day to send emails according to 35.3% of marketers (Mailmodo, Q1 2024)
For ecommerce businesses, send emails on Tuesdays and Thursdays at 10am (Brevo, Q2 2024)
Friday is the best day to send emails, with the highest open (18.9%) and click-through rates (2.7%) (Campaign Monitor)
Emails sent on Tuesdays between 10 a.m. and 12 p.m. show the highest engagement rates (Competitors.app)

Email Demographics & User Behavior Statistics

Millennials and Gen Xers rely on their email more than any other generation at 98% (Statista)
63% of people who open up an email try and find a discount (LXA)
79% of millennials and 57% of Gen Z members liked being contacted by brands via email (Statista)
78% of people check their email before going to work, and 11% check email immediately upon waking (Sleep Advisor)
Smartphone users prefer to receive brand communications via email (HubSpot)
99% of email users check their inbox every day (OptinMonster, 2020)
58% of consumers check their email first thing in the morning (OptinMonster, 2020)
84.3% of consumers say they check their emails at least once a day (Pathwire, 2021)
Consumers spend an average of 9 seconds reading brand emails (Statista, 2022)
A majority of Americans say the emails they receive are not useful (59%) (Edisonmail, 2023)
Consumers prefer to receive emails from their favorite brands just a few times per month (Gartner, 2022)
When it comes to data security, 32% of consumers are distrustful when it comes to giving companies their email (HubSpot, 2023)
Email is the leading way consumers in the U.S. discover coupons from brands (Statista, 2021)
Consumers say they’re most likely to open emails about available promotions/discounts (Digital Commerce 360, 2022)
Consumers also like emails that mention a birthday or anniversary (54%) and share local/regional events and offers (53%) (Gartner, 2022)
59% of Millennials primarily use their smartphone to check email, while 67% of Generation Z scans their inbox on mobile (Bluecore, 2021)
Gen Z, Millennials, and Gen X most often use email for online shopping. Boomers use email for correspondence with friends and family (Edisonmail, 2023)
44% of people in the US and Canada check their email inboxes one to three times a day (Statista)
Data collected from January to August 2021 shows that people spent an average of 10 seconds reading brand emails (Statista, 2021)
Percentage of Americans who use email by age group (Nov 2021): 25-44 years old (95%), 15-24 years old (93.4%), 65+ years old (85.5%) (Market.us, 2021)
Gmail usage by age group: 25-34 (33.87%), 18-24 (23.35%), 35-44 (19.37%) (Enterprise Apps Today)
Around 6 in 10 U.S. Millennials have used emails for online shopping (Statista)
53% of Gen Z users entering the working world have used emails to exchange information and communicate at work (Statista)
71% of consumers expect brands to offer personalized communication, and 76% get frustrated if brands don’t personalize (GetResponse)
80% of consumers are more likely to purchase from brands that offer personalized experiences (Litmus, 2023)
Nearly 100% of email users check their messages daily, with 42% checking 3-5 times, 28% 10-20 times, 19% over 20 times (Omnisend)
Nearly 50% of consumers made a purchase directly from an email in the past year (Omnisend)
Email is the first check of the day for 58% of users (OptinMonster)
5 hours a day are spent checking email (work+personal) (Adobe)
61% of subscribers/customers would like to receive promotional emails every week, 38% – more frequently (Snov.io)
49% of consumers reported that they’d like to receive weekly promotional emails from their favorite brands (Statista)
Marketers get in touch with their clients (per month): 2-3 times (32%), 4-6 times (19%), once (17%), 6+ times (16%) (Snov.io)
Companies that send two emails a month tend to see a higher open rate (Techjury)
Your audience will reward you with higher open and click rates if you don’t send more than five newsletters a week (GetResponse, 2020)
88% of users agree they are more likely to respond to an email favorably if it looks like it’s been specifically created for them (Snov.io)
10% of respondents are annoyed by too little or no personalization (Snov.io)
The most frustrating things about personalization are: recommending items that don’t match interests (34%), expired offers (24%), name misspelling (15%) (Snov.io)
Emails with active discount codes have an 8 times higher chance of making a sale (Snov.io)
63% of people say they will open an email if it includes some sort of discount (MediaPost)
17% of adults use a formal style for email communication, 33% prefer an informal style, and 49% say it depends (Snov.io)
45% of recipients say that they “like brands that do not take themselves too seriously” (Snov.io)
60% of consumers prefer to be contacted by brands through email (OptinMonster)
81% of Gen Z members check their email at least once a day (OptinMonster)
71% of consumers expect personalized interactions from brands (OptinMonster)
76% get frustrated when brand interactions aren’t personalized (OptinMonster)
80% of consumers say they’re more likely to do business with a company that uses personalization (OptinMonster)
Subscribers look at 3 things when deciding whether to open an email: Sender name (42%), Subject line (34%), Preview text (24%) (OptinMonster)
73% of marketers stick to just 1 or 2 CTAs per email (Databox)
Top reasons for unsubscribes cited by marketers: Email relevance (40%), Content too salesy/spammy (28%), Email frequency (27%) (Databox)
Top reasons for unsubscribes cited by consumers: Too many emails (69%), Content no longer relevant (56%), Content wasn't expected (51%) (Constant Contact)
52% of consumers made a purchase directly from an email in the last year (Marigold, 2024)
Email outperformed banner ads and SMS marketing by 108% in 2023 (OptinMonster, 2023)
Email outperforms social media posts by 13% and social media ads by 11% (OptinMonster)
50% of consumers made a purchase from an email in the last year (Marigold, Q1 2024)
63% of people said that they open an email to find discounts (Media Post)
78% of consumers are likely to engage with a personalised offer tailored to their interests (Marigold, Q1 2024)
84% of consumers are likely to engage with loyalty program promotions (Marigold, Q1 2024)
8 seconds is an average email viewing time by 61% of email users (Forbes, 2024)
55% of consumers believe receiving targeted promotions and discounts would create a more enjoyable email experience (Dynamic Yield)
72% of consumers prefer email over other channels, including social media, when engaging with brands (Competitors.app)
80% of consumers are more likely to make a purchase when brands offer personalized experiences (Competitors.app)
60% of people are likely to engage with an interactive email (Dyspatch)
More than 50% say they like it when they can interact with content right inside an email (Dyspatch)
As of 2019, 66% of consumers are willing to share more data for more personalized experiences (Accenture, 2019)

Email Accessibility Statistics

64% of B2C marketers consider accessibility when creating their emails (Pathwire, 2021)
The most significant steps marketers take to champion accessibility: writing short, descriptive subject lines, making links/buttons easy to see, keeping paragraphs short (Pathwire, 2021)
Although 77% of brands prioritize enhancing email accessibility, merely 8% adhere to best practices across all campaigns (Hubspot State of Marketing Report, 2023)
57% of email marketers consider email accessibility, while 19% do not consider it at all (Pathwire, 2021)
Based on the target audience, 54% of B2B use email accessibility while 64% of B2C marketers use it (Pathwire, 2021)
The World Health Organization estimates there are around 2.2 billion people with visual impairments (WHO)
There are an estimated 300 million people globally with color blindness (Dyspatch.io)
Up to 20% of the population deals with some level of dyslexia (Dyspatch.io)

Industry Specific Benchmarks (Beyond Ecommerce/B2B/B2C)

Technology Services Open Rate: 26.80%, Click Rate: 2.65%, Bounce Rate: 12.50% (Constant Contact, Oct 2024)
Dining & Food Services Open Rate: 32.54%, Click Rate: 0.81%, Bounce Rate: 8.78% (Constant Contact, Oct 2024)
Real Estate Open Rate: 33.75%, Click Rate: 1.31%, Bounce Rate: 13.84% (Constant Contact, Oct 2024)
Education Open Rate: 39.50%, Click Rate: 2.33%, Bounce Rate: 9.32% (Constant Contact, Oct 2024)
Home and garden has the highest open rate (41%) in ecommerce (Klaviyo, 2024)
Toys and hobbies have the highest click rate (1.8%) in ecommerce (Klaviyo, 2024)
Healthcare: Consistently high open rates of 21% (Competitors.app)
Finance: CTR averages around 3% (Competitors.app)
Travel and Hospitality: CTR of 2.5% (Competitors.app)

Video and Interactive Email Statistics

Including videos in your email content can increase your click rates up to 300% (Martech Advisor)
In 2019, video was the number one form of media used in content strategy (Hubspot, 2019)
In 2022, 87% of marketers report a positive ROI resulting from using videos (Wyzowl, 2022)
91% of consumers want interactive content, but only 17% of marketers provide it (Litmus, 2020)
Google doc got 500% increase in comment reply rate with AMP emails (Alite International)
Guru increased their card comment actions by 2.5x with AMP emails (AMP Fest, 2020)
AWeber's engagement on AMP for Email skyrocketed 225% after including a poll (AWeber)
AMP emails generated 5.2x more survey responses than HTML emails (AMP Project)
Razorpay improved their survey response rate by 257% with AMP (AMP Project)
AMP emails increase recovered sales by 82% on average (AMP Project)

Other Email Marketing Statistics

In 2022, 69% of marketers were still using email marketing to distribute their content (Content Marketing Institute, 2022)
63% of all businesses will reduce their level of emails based on their consumer engagement (Databox)
Gmail is the most popular email client, used by 27.8% of people (Litmus)
Most marketers determine the frequency of their email send based on past email engagement data (HubSpot Blog Research, 2023)
Most marketers say Apple’s Privacy Protection feature has not impacted the accuracy of the email marketing metrics they track (HubSpot Blog Research, 2023)
Global marketers consistently rate email marketing as having the highest ROI among digital channels (Omnisend)
Email marketing comes in second, followed by content marketing and paid media, ranked as top opportunities for brand awareness for small businesses (Campaign Monitor)
37% of respondents name email as the most effective channel for customer loyalty and retention (Snov.io)
The average email marketing budget is 7.8% of a business’s total marketing spend (Shopify)
87% of marketers have plans to increase or maintain their email marketing spending (Shopify)
62% of email marketing professionals say it takes their team at least two weeks to create a marketing email (Shopify)
The most popular objectives for email marketing strategies are product awareness and product promotions (16% each) (Shopify)
Only 9% of marketers describe their email marketing platform as well-integrated with other online systems (Shopify)
48% of the businesses are focused on ‘Sales’ as the key metric in evaluating their email marketing effectiveness (DMA, 2021)
The more email marketing resources you have, the higher your ROI (42:1 for teams of 3-5 vs 30:1 for teams of 2 or less) (Litmus)
Brands that always include dynamic content increase email ROI by 100% (42:1) compared to those who never/rarely do (21:1) (Litmus)
Brands leveraging animated gifs increase email ROI by 105% (37:1) compared to those who never do (18:1) (Litmus)
Brands that use live content in their emails increase ROI by 107% (56:1) compared to those who never do (27:1) (Litmus)
In a survey, 86% of marketers said they relied on email marketing for customer retention (Emarsys)
Over half (56%) of email marketers thought email marketing was the most effective customer retention strategy (Gigaom)