Email Marketing | Key Statistics 2025

Discover the 50 essential email marketing statistics in 2025 that every marketer needs to know in order to optimise their campaigns and increase results

Here's a comprehensive list of the key email marketing statistics that every marketer should know in 2025.

Therefore, if you want to locate information and details on:

Email marketing;
Return on investment;
Click-through and open rates;
Email on mobile phones;
Personalisation.

You'll appreciate the extensive collection of current statistics found in this list.

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Email title and open rate

What is the typical open rate? How do subject lines influence open rates? This compilation of email marketing statistics from important industry studies provides the answers.

The average email open rate across all sectors is 35.63%

Welcome emails have an opening rate of 83.63%

Emails with graphics (images) achieved an average open rate of 43.12% compared to 35.79% for emails without graphics

The average length of the email title line is 44 characters, while the recommended length is between 30 and 50 characters

Emails without emodji achieved an average open rate of 42.23%, compared with 37.5% for emails with

Only the first 48 characters of a title line are visible in the iPhone's default email application. In the Gmail application, the limit is 37 characters.
Gmail on the desktop in a standard-sized browser window (1400px wide) - 88 characters

The average open rate for newsletters is 40.08%, while the average open rate for triggered emails is 45.38%

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Email clicks

When a recipient opens your email, a significant part of your task has already been completed. That said, it doesn't make sense for someone to see your message if they don't interact with anything, does it? This set of data points will help you get more clicks on every email you send.

The average CTR of email messages across all sectors is 3.25%

The average CTR of e-mail messages across all sectors in Europe is 3.58%

The average CTR of email messages across all sectors in South America is 2.30%

The average click-through rate for newsletters is 3.84%, while triggered emails have a CTR of 5.02% and a CTR of 10.57% for RSS

Image-based emails have a CTR of 4.84%, while text-based emails have a CTR of 1.64%

Emails with CTAs get a CTR of 3-5%

The lower frequency of emails is correlated with a higher click-through rate of 5.71% (with 1 email newsletter per week), which drops to 4.73% and 3.73% with 2 and 3 newsletters sent per week

61-70 characters in the subject lines of email messages produce a better CTR of 5.31%

Including videos in your email can increase click-through rates by 65%

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Mobile statistics for email marketing

It's well known that more and more people are accessing email via smartphones and tablets. In fact, one study revealed that more than 50% of emails are accessed via a mobile device. This has given rise to a whole field of ‘mobile email marketing’. To maximise the effectiveness of the emails you send, it is crucial that they are optimised for mobile devices.

Responsive email design can increase click-through rates on mobile phones by up to 15%

As the rate of smartphone use increases, 56% of marketers worldwide intend to adopt mobile-friendly email designs to accommodate the substantial number of mobile users

In 2025, Gmail will still be the dominant email service, with approximately 75% of its customers accessing their accounts via mobile devices

Around 30.9% of the world's population uses Gmail.
The majority of Gmail users are between 25 and 34 years old

These are the most popular email clients in 2025, according to market share:
Apple Mail - 54.04%
Gmail - 27.76%
Outlook - 7.46%
Yahoo! Mail - 2.44%
Other - 8.3%

67 % of Generation Z mainly use smartphones to access email, compared to 59% of millennials, 53% of Generation X and 36% of Baby Boomers

4

Engagement statistics

This section focuses entirely on email interaction. In particular, you'll have access to a wealth of statistics on why email marketing is so effective... and you'll discover ways to get even more value from the newsletters and promotional emails you send.

Most marketers send out 1-2 newsletters a week, and this strategy seems to produce excellent results overall, with open rates of 4.3% and click-through rates of 5.7%

The best time to send e-mails is during working hours, from 10 a.m. to 3 p.m. on Tuesdays and Thursdays

The majority of email interactions take place on the first day, with around 70% of opens and 85% of clicks occurring in the first 24 hours

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ROI statistics

When it comes to ROI, email marketing outperforms social media. What's more, there is a wealth of data to back this up. In this chapter, I'll cover several recent statistics that demonstrate the profitability of email compared to other well-known digital marketing platforms (such as Facebook and TikTok).

Email produces $43 for every $1 nvested

Only 25% of companies believe that they are effectively monitoring the ROI of their e-mail

Sending 9 to 16 emails per month resulted in the highest email ROI (ROI 46:1)

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Spam statistics

How can you ensure that your valid email marketing communications reach someone's inbox? These statistics will help you send messages that recipients genuinely want... which is crucial to avoiding the spam folder in 2025.

Every day around 160 billion spam messages are sent, which represents 46% of the 347 billion email messages sent every day

Gmail has robust security measures that allow it to avoid 15 billion spam messages and prevent 100 million phishing attempts every day.

The most frequent subject of spam emails are competitions and giveaways, followed by job offers and banking services

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Segmentation and personalisation statistics

Segmentation, a fundamental element of email marketing, continues to increase engagement and performance. Let's take a look at the latest data to understand its ongoing effect on open rates, click-through rates, conversions and minimising spam complaints in the realm of personalised email marketing.

80% of email marketing experts say that personalisation strategies, such as dynamic content personalisation, personalised subject lines and the inclusion of content in real time, improve performance

90% of email marketing experts say that using subscriber segmentation to send targeted messages increases the effectiveness of marketing emails

Email marketing campaigns that use send time optimisation (STO) lead to a 5% to 10% increase in both opens and clicks

Using email segmentation can result in a 30% increase in open rates and a 50% improvement in click-through rates

8

Email marketing AI statistics

Artificial intelligence (AI) is proving to be a transformative force for many companies using email marketing. Let's explore some revealing statistics to understand how AI is changing the realm of email marketing campaigns.

The CTR of email messages generated with AI is 11.5% higher than without AI

36% of marketers plan to use AI to create personalised newsletters

A survey of email marketers in the US, the UK and several European countries revealed that 51% think email marketing using AI is more effective than conventional marketing methods

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E-mail marketing B2C statistics

Is your company B2C? If so, you'll like the statistics in this section. These statistics and data focus on the B2C and online shop sectors. In particular, you'll discover how, when and where customers prefer to receive your email messages. And how to maximise the effectiveness of the emails you send to a B2C audience.

59% of customers indicate that e-mail marketing messages affect their purchasing choices, with half of them having made a purchase via these messages at least once a month

Email personalisation results in six times higher transaction rates, which underlines the importance of personalised content

Cart abandonment email flows achieve an open rate of 49.89%, generating an average revenue of 3.58 euros per recipient (almost double the average revenue of all campaigns, which is 1.91 euros)

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B2B email marketing statistics

You've probably realised that B2B email marketing is a significantly different entity from B2C. In fact, there is some overlap (for example, strategies for avoiding the spam filter are fundamentally similar). That said, B2B individuals often want and need several emails at different times. What's more, the return on investment of B2B email messages often exceeds that of B2C messages.

77% of B2B buyers prefer to be contacted by e-mail, which is more than double the rate of any other medium

59% of B2B marketers identify email as their main channel for generating revenue

The typical open rate for B2B emails is 15.14% and the click-through rate is 2.44%.

The global B2B e-commerce market is valued at $32.11 trillion in 2025 and is expected to grow at a CAGR of 14.5%, reaching $36.16 trillion in 2026

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Funny statistics

Typically, marketing professionals send around 15 emails a month

39% of marketers say that they currently create emails by changing the text and image coding in an existing template or a previous email

Typically, conversion rates for various email campaigns average 0.07%. Among cart abandonment emails, this figure rises to 2.71%

The first marketing letter was sent on 3 May 1978 by Gary Tuerck via ARPANET. This letter reached around 400 recipients and generated 13 million dollars (around 59 million dollars today) in sales for the Digital Equipment Company

15% of Americans consider themselves email addicts

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FAQ

1. What is email marketing?
Email marketing is a digital marketing strategy that uses email to promote products, services or communicate with a target audience. This technique is widely used to increase brand awareness, generate leads and drive sales.

2. What are the benefits of email marketing?
The main benefits of email marketing include:

High rate of return on investment (ROI): Email marketing offers one of the highest ROI rates compared to other forms of digital marketing.
Personalisation: Allows emails to be customised to the target audience, increasing the relevance of the message.
Cost-effectiveness: Compared to other forms of marketing, email marketing is relatively inexpensive.
Segmentation: It is possible to segment emails according to users' behaviour, interests and characteristics.

3. How can I increase the open rate of my emails?
Here are several suggestions for boosting your open rates:

Attractive and clear subject lines: The subject line of your email should be direct and arouse curiosity.
Send at strategic times: Test different times and send emails when your audience is most engaged.
Personalisation: Use the recipient's name or other relevant data to make the email more personal.
Responsive design: Make sure your emails are visually appealing and well formatted, especially for mobile devices.

4. How important is segmentation in email marketing?
Segmentation allows you to send more personalised messages to different groups within your contact list. By segmenting your list based on behaviour, interests or demographics, you can increase the chances that your emails will be more relevant and effective.

5. What is email automation?
Email automation is the process of automatically setting up and sending emails based on specific user actions, such as cart abandonments, newsletter sign-ups or birthdays. This allows you to communicate with your audience in an efficient and personalised way, without the need to send each email manually.

6. How do you measure the effectiveness of email marketing?
The main metrics for evaluating the success of email marketing include:

Open rate: Proportion of recipients who accessed your email.
Click-through rate (CTR): Proportion of recipients who clicked on links contained in the email.
Conversion rate: Percentage of recipients who took the desired action after clicking on the email (purchase, sign-up, etc.).
Unsubscribe rate: Percentage of people who unsubscribed from your list after receiving the e-mail.

7. What are the common mistakes to avoid in email marketing?

Sending too many emails: Sending emails too often can irritate your subscribers and cause them to unsubscribe.
Lack of personalisation: Generic emails have less impact than personalised emails.
Not optimising for mobile devices: Many users access your emails on mobile devices, so it's essential that your emails are responsive.
Ignoring segmentation: Sending emails to the entire list without segmentation can result in low relevance and engagement.

8. What are the best practices to avoid my emails being marked as spam?
To prevent your emails from being considered spam, follow these best practices:

Get permission: Make sure your contacts have opted in to receive your emails.
Include a clear unsubscribe link: Make it easy for recipients to leave your mailing list if they wish.
Use a reliable sender address: Avoid using generic addresses such as ‘no-reply’.
Avoid spam words and practices: Certain words and behaviours (such as using too many exclamations or promising quick profits) can cause your emails to be flagged as spam.

9. What is the conversion rate in email marketing?
The conversion rate is the percentage of recipients who carry out a desired action after opening and interacting with the email. This action could be buying a product, filling in a form or any other action you want recipients to take.

10. How can I optimise the design of my emails?
An effective email design should be:

Responsive: Adaptable to different screen sizes, especially for mobile devices.
Visually attractive: Use images and a clear, organised layout.
Easy to read: Use legible fonts, adequate spacing and visible calls to action (CTAs).

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