40+ Email Marketing Statistics to Know in 2025

Mara Calvello Contributor Last updated on: October 22, 2025

As new marketing channels like social media, influencer marketing, and chatbots have risen in popularity over the years, email marketing has remained one of the most popular and effective marketing strategies available.

Of all the trends that come and go, email marketing isn’t one of them.

That’s why we put together this list of 40+ email marketing statistics. Whether you want to see the numbers on email marketing’s effectiveness, get the scoop on how to increase your email click-through rate, or explore benchmarks for your industry, we’ve got what you need!

Just keep reading for the latest email marketing stats.

What is email marketing?

Email marketing is promoting your brand, products, or services to potential and current customers via email. Email marketing can include sending regular email newsletters, one-off email campaigns, and automated emails that are, for example, triggered by audience actions on your website or sent on a specific schedule.

What are the benefits of email marketing?

Email marketing enables you to regularly interact with leads and customers so that you can nurture your relationships with them over time. You can send emails to large groups of people all at once while maintaining a more personal, one-on-one feel. You can also personalize emails to individuals or groups of recipients and use automation to increase efficiency.

General email marketing statistics

These statistics are relevant for almost all email marketers. Understanding these statistics can help you better understand the industry, and more importantly, how to make your own email marketing even better.

Email marketing usage stats

• The number of email users worldwide is expected to reach 4.84 billion in 2027. (Oberlo)
• Around 361.6 billion emails were sent every day in 2024. (Oberlo)
• 93% of users check their email every day. Of those email users, 42% of consumers check their inboxes three to five times per day. (ZeroBounce)
• 86% of customers want to be contacted by businesses they engage with, and 60% prefer email as the primary method. (The Bottom Line)
• 22% of marketers send marketing emails two to three times per day, and 12% send weekly emails. (HubSpot)
• For 64% of small businesses, email is a great tool for staying competitive with larger businesses, even on a smaller budget. (Forbes)

Email marketing deliverability stats

• A test conducted in 2024 revealed the average email deliverability rate to be about 83%, with the remaining 17% never reaching their destination mailbox. (EmailTooltester)
• The average mail deliverability rate differs from one service provider to the next, with Gmail deliverability at an average of 95.54% and AOL averaging at 81.33% deliverability. (EmailTooltester)
• In 2023, the real estate industry saw the highest email deliverability rate at 97.1%, while industries like telecommunications, finance, and insurance experienced below-average email deliverability. (EmailTooltester)

Statistics on the benefits of email marketing

• Email marketing delivers an average ROI of $36 for every $1 spent. (Litmus) 
• Email newsletters are the third highest channel for distributing content, with a 71% rate of usage. (Content Marketing Institute)
• In a study of 1,000 small business owners, email marketing was ranked the second most effective channel for building brand awareness. Social media marketing was cited as the most effective channel. (Campaign Monitor)
• 59% of consumers have completed a purchase after receiving a marketing message by email. (OptinMonster)
• 73% of B2B marketers agree that email marketing is the most effective channel for reaching prospects, far more effective than phone calls, events, ads, and texts. (Forbes)

Email marketing benchmarks

• Industry-wide, email open rates hover around is 39.64%. (GetResponse)
• The average email click-through rate across all industries is 3.25%. (GetResponse)
• Unsubscribe rates tend to average on the low end at about 0.15% regardless of industry. (GetResponse)
• About 2.33% of emails bounce, industry-wide. (GetResponse)
• Of those who open their emails, an average of 8.62% click on the links included. (GetResponse)
• An average spam complaint rate of less than 0.01% is typical across industries. (GetResponse)

Want to generate more leads? Of course you do.

The B2B Marketer’s Toolkit collects 120+ of the best lead generation tips ever published on the Nutshell blog. Download it today!

GET THE TOOLKIT

Email marketing strategy statistics

From when to send emails to writing the perfect subject line and using personalization, these email marketing stats will give you insights into how to improve your email campaigns’ effectiveness.

General email marketing strategy statistics

• Thursday is the best day of the week to send an email, with Tuesday coming in second and Wednesday the third best day. (Coschedule)
• The best time of day to send an email is 10 a.m., followed by 9 a.m., 8 a.m., 1 p.m., and 3 p.m. (CoSchedule)
• Autoresponder emails, like welcome sequences, generate some of the highest open and click-through rates of multiple email types. (GetResponse)
• 45% of cart abandonment emails are opened. (Constant Contact)
• Adding videos to your emails can increase open and click-through rates significantly, whether you add video walkthroughs, customer testimonials, or webinar recordings. (GetResponse)
• 82% of marketers use automation to send triggered emails. (Snov.io)

Email subject line statistics

• Including an emoji in your subject line may or may not improve your open and click-through rates. (GetResponse)
• 45% of users say they open emails based on who they’re from, and 33% open them based on the subject line. (Super Office)
• The best length for email subject lines is between 61 and 70 characters, which gets the highest open rates. (GetResponse)
• The average mobile device displays only 30 characters in an email subject line. (AWeber)
• 69% of users report email as spam based on the subject line only. (Invesp)

Email segmentation and personalization statistics

• Personalization in email messages improves open rates by 29% and click-through rates by 41%. (Kalungi) 
• Personalized subject lines increase email open rates by 26%. (Campaign Monitor)
• Emails with personalized body copy tend to result in slightly lower click-through rates and click-to-open rates, indicating that personalization needs to bring value and be used strategically. (GetResponse)
• Personalization in email subject lines typically leads to lower engagement. (GetResponse)
• Marketers say that segmented emails result in 50% more clickthroughs and 30% more opens. (HubSpot)
• Segmented email marketing campaigns get 50% higher CTRs than unsegmented campaigns. (Snov.io)
• 59% of marketers would say that personalization is critical to improving email engagement. (Sender)

Email marketing statistics based on demographics

Did you know that depending on the demographics of the person reading your email, they’ll react differently?

Before sending out your email campaign, keep the demographic of your audience top of mind.

• 58% of millennials use email to communicate at work, while only 53% of Gen Z do the same. (Statista)
• 41.9% of email opens are on mobile devices, while 18.2% are on desktops. (TechReport)
• 61% of consumers spend an average of eight seconds or more reading an email. (Forbes)
• Recipients have said that their primary reason for unsubscribing from a mailing list is that they’ve received too many emails (more than a few times a month) from the sender. (Gartner)

Mobile email marketing statistics

No matter if your email is reminding customers of a cart they abandoned, telling them about a sale your business is running, or sharing news about a new product, chances are good that readers will open that email on their smartphone. Make sure your email is mobile-friendly with these statistics. 

• Mobile opens account for 81% of all email opens. (SuperOffice)
• Average email click-through rates for mobile device users are significantly lower than those viewing their emails on a PC, with 72.2% of email CTA clicks going to PC users. (Mailchimp)
• Nearly one in five email marketing campaigns is not optimized for mobile. (SuperOffice)
• One-third of emails are opened on an iPhone. (Forbes)
• For 64% of users, mobile devices are their main device for checking email. (ZeroBounce)
• Apple’s email client market holds 49.79% of the market share, while Gmail holds 28.16% and Outlook holds 7.70%. (Litmus )

Want to partner with an expert email marketing agency?

Invest in professional email marketing services from WebFX to increase revenue and kick your company’s growth into high gear.

LEARN MORE

Email marketing best practices 

Follow the best practices below to optimize the results you see from your email marketing campaigns: 

Put your recipients first 

Your email subscribers have unique backgrounds, demographics, experiences, expectations, and preferences. Truly successful email marketers don’t “follow all the rules”—they figure out what works best for their subscribers and give them what they want.

To make the most of every email sent, you’ll need to think of your subscribers first, rather than thinking of what email marketing strategies other companies are using. Take the ideas you see and customize them to fit your audience. 

Test, test, test 

So, how do you know if you’re giving your email recipients what they need? By testing your campaigns. Your recipients will show you what works best through their email engagement. 

It’s critical to A/B test your email messages to determine things like: 

• How long to write your subject line 
• Whether to use emojis in a subject line 
• How many CTAs to add 
• Where to place images and videos in your emails 
• What type of email design gets the best engagement 
• What day of the week and time of day to send 
• And more! 

And at the end of the day, the statistics shared in this guide are just a starting point—it’s your job to determine what your email recipients really want from your brand. 

Leverage automation, AI, and other time-saving tools  

You and your marketing team only have so much time in your week. As survey after survey has shown, using tools like automation and AI writing assistants not only works for email marketers, but it also works for recipients. 

Subscribers enjoy a personalized email experience, whether it’s customized email content or a triggered email sequence custom-made for their needs and where they are in the customer journey. Make sure to utilize all the tools at your disposal to save time and give recipients a positive experience with your company.

Comply with data privacy regulations

A key component of improved email deliverability and campaign success is compliance with local and international data privacy laws. This involves implementing a few best practices, such as:

• Prioritizing getting consent from subscribers before sending them any marketing emails
• Ensuring your email marketing signup form is clear and easy to understand 
• Providing subscribers with clear information about  how you’ll collect, use, and store their data
• Making the option to opt out of your mailing list prominent and seamless
• Auditing your email lists regularly to remove contacts who have unsubscribed or are inactive
• Storing and utilizing personal contact data ethically and securely.

“You’ve got mail!”

Or at least, your customers do. If you want to get more from your email marketing, incorporate the lessons from these statistics into your email marketing strategy.

And, of course, be sure to check out our comprehensive guide to email marketing for inspiration and guidance on your own email marketing journey.

Looking for a solution that will help you manage email marketing, track prospects, and strategically strengthen customer relationships? Nutshell is the all-in-one email marketing and CRM platform that helps teams market and sell better. With a built-in email marketing tool, sales automation features, and pipeline management, Nutshell is the solution for generating more leads, nurturing them through the right channels, and converting them into customers.  Start your 14-day free trial today!

Powerful email marketing, minus the headaches

Nutshell Email marketing plugs directly into your CRM data, so you can create highly targeted audience segments, track the impact of your emails in real-time, and manage all your communications out of a single tool. Get started for free!

LEARN MORE

BACK TO TOP