200+ Email Marketing Statistics for 2025 and Beyond

Welcome to your go-to guide for the latest email marketing statistics spanning 2022–2025—featuring 200+ data-rich insights on usage, deliverability, verification, engagement, behavioral triggers, personalization, and video-driven innovation.

Email Usage & Industry Stats

More than 347 billion emails are exchanged globally each day in 2025—underscoring why email marketing remains a core channel.
There are nearly 4.6 billion global email users actively checking their inboxes daily—a huge target audience for marketers.
Around 99 % of email users check their inbox at least once a day—gathering data about optimal send times is critical.
The average open rate across industries is about 42.35 %, though it varies by sector—your email marketing stats should reflect that.
Average click-through rate stands at around 2 %, which means content marketing embedded within emails is essential.
The average conversion rate from email campaigns is ~1.42 % for automated flows versus ~0.08 % for batch sends—automation drives better performance.
Email marketing ROI averages between $36–$42 per $1 spent, highlighting why marketing professionals prioritize email.
Approximately 81 % of SMBs use marketing emails as a primary customer acquisition channel.
Brands report that ~27 % of their web traffic comes from email marketing campaigns.
Mobile devices account for over 55 % of email opens—making mobile responsive email design non-negotiable.
Over half of email opens happen on smartphones, so optimizing load time and layout matters.
Scheduled non automated emails average open rates of ~38 %, while email automation flows hit ~48–49 %.
Welcome emails deliver extremely high performance: ~51 % open rates and ~14 % click rates.
Many marketers send welcome messages as the first touch—and these welcome emails outperform nearly all other email types.
Marketing stats show near-instant engagement: almost 25 % of opens happen within the first hour of send time.

Email Deliverability & Reach Stats

In 2024, the average email deliverability rate hovered around 83.1 %, meaning nearly one in six marketing emails never reached the inbox.
Anything above 89 % inbox placement is considered “good,” and 95 %+ is regarded as “excellent”—while rates below 80 % are poor.
ISP deliverability rates in 2024: Gmail ~95.5 %, Outlook/Microsoft ~91.3 %, Yahoo ~81.3 %, AOL ~76 %.
Regional benchmarks (2024–25): Europe ~91 % inbox placement; North America ~87 %; Latin America ~81 %; Asia‑Pacific ~78 %.
Around 61 % of email marketers say inbox placement has become more difficult from 2023 to 2024.
B2B email delivery remains strong—over 98 % delivery rate in 2025—though inbox placement for Gmail hovers near 87 %.
For SaaS-focused senders, inbox placement dropped to about 80.9 %, among the lowest across verticals.
More than 10 % of emails sent in the US ended up in spam filters in 2024.
Deploying automated emails with proper authentication and warm-up consistently produces higher delivery rates than bulk sends.
Optimizing email subject lines and sender reputation boosts inbox placement by 5–7 percentage points year over year.
Inbox placement by provider (averages): Gmail ~88.1 %, Microsoft platforms ~82.5 %, Yahoo ~87.4 %, Apple Mail ~66.3 %.
Deliverability performance varies seasonally: winter months show 6–9 % more inbox placement compared to mid-year.

List Verification & Hygiene Practices Stats

A mere 1 % increase in invalid or spam-trap addresses can suppress your inbox placement by up to 10 %—making email verification crucial.
List cleaning matters: almost 22–30 % of contact lists decay annually, with ~3–4 % lost monthly if no maintenance occurs.
Keeping bounce rate below 2 %, ideally under 1 %, helps preserve sender reputation and inbox reach.
Only about 60–65 % of marketers perform hygiene audits or clean lists at least quarterly—missing key customer retention opportunities.
Using subscriber segmentation and removing inactive contacts yields 5–10 % higher open rates post-cleaning.
Over 40 % of organizations do not verify new sign-ups in real time—exposing them to invalid or disposable addresses.
Industry best practice: keep spam complaint rates below 0.1 %, ideally closer to 0.05 %, to avoid blacklisting.
Adoption of double opt-in flows typically reduces invalid or bouncing addresses by up to 80 %.
Automated hygiene processes—removing hard bounces or role-based addresses—cut bounce rates by up to 50 %.
Real-time verification during signup typically halves bounce rates compared to manual cleanup.
High-quality hygiene workflows help maintain email deliverability even for cold outreach or bulk imports.
Welcome emails with instant verification prompts create cleaner, more engaged audiences from the start.

Deliverability, Engagement & ROI Outcomes Stats

Automated emails see ~48 % open rates, ~4.7 % click rates, and ~1.4 % conversion—far outperforming manual sends.
Regular email marketing campaigns typically see ~38 % open rates and ~1.3 % CTR—top performers hit ~55 % open and ~4.7 % CTR.
General email marketing statistics show average campaign CTR near 2.0 %, ranging from 0.8 % to ~4.4 % by industry.
In 2024–25, email marketing ROI remained strong at $36–$42 per $1 spent, with some verticals hitting $45 per $1.
The average click through rate across campaigns hovers around 2.6 %, while automated flows nearly triple that.
Optimized email subject lines consistently lift open rates by 20–50 %.
Subject line personalization drives significantly higher engagement across audiences.
Personalized email marketing campaigns outperform generic blasts—with boosts in both CTR and conversion.
Email engagement statistics show integrating video can raise click-through by up to 65% and CTOR by double digits.
Mobile email marketing statistics confirm ~65 % of opens now occur on mobile devices.
Mobile-responsive campaigns cut unsubscribe rates and improve conversions by over 15%.
For ecommerce businesses, abandoned-cart and triggered emails yield conversion rates of ~5–6%—far above average.
The average conversion rate from automated workflows is ~1.4%, vs. ~0.08% for batch campaigns.
Key email marketing statistics show nearly 61 % of professionals cite tougher inbox placement in 2024 versus 2023.
Marketing strategy tweaks—segmentation and automated re-engagement—reduce churn by 15–20%.

Segmentation, Personalization & AI Trends Stats

Segmented campaigns can boost revenue by up to 760% over generic sends.
Subscriber segmentation consistently drives ~30% higher opens and ~50% more clicks.
Around 78 % of email marketers send segmented emails—and segmentation accounts for ~58 % of email ROI.
Personalized emails deliver ~29% higher open rates and ~41% higher click-throughs.
Use of personalized content correlates with 65 % of brands reporting better engagement.
AI driven email marketing tools are used by over 63 % of marketers, yielding ~13–14% CTR increase.
Around 51 % use AI tools to optimize send times, content, and segmentation.
Over 40 % report using AI-generated subject line personalization, improving open rates.
Behavioral triggers focusing on target audience signals (e.g. site visits, past purchases) outperform batch sends twofold.
Effective email marketing strategies like dynamic content, timing and sequences often exceed conversion benchmarks.
Emails optimized with AI and behavioral segmentation show 24 % more relevant content interactions—especially on mobile.
SMS marketing integrated with segmented email flows boosts engagement and conversion by 15–25%.

Behavior Triggers & Re‑Engagement Strategy Stats

Welcome emails remain top-performing triggers—~50 %+ open rates and ~14 % clicks when combined with re-engagement.
Abandoned-cart and browse-reminder flows yield ~5–6% conversion—especially for ecommerce businesses.
Re‑engagement emails to inactive users can cut list decay by 15–20%, improving overall email deliverability.
Triggered flows generate ~320 % more revenue compared to batch sends.
Non automated emails average ~25 % open rate; triggered workflows deliver ~40–45%.
Over 60 % of triggered email opens occur on mobile devices—so mobile-responsive design is essential.
Email marketing ROI from re‑activation series can exceed $40 per $1, especially with clean lists and strong targeting.
Customer retention improves by ~33% when behavior-based segmentation and re-engagement campaigns are used.
Implementing a sunset policy—removing subscribers inactive for 6+ months—reduces bounce rates and improves reputation by ~15%.
Behavioral triggers tied to activity signals drive ~2× higher CTR vs. static segmentation.
Combining SMS reminders with abandoned-cart emails increases conversion by up to ~25%.
Email automation workflows that adapt to behavior double engagement efficiency—sending fewer emails while boosting engagement.

Video Marketing, Web Traffic & Multimedia Trends Stats

Including video in email can raise click-through rates by up to 300 %, and clicks when “video” appears in the subject increase ~7 %.
Embedding a video thumbnail instead of a static image boosts CTR by 21 %.
Emails with actual video content boast up to 65 % more clicks and 19 % more opens.
Video emails deliver ~22 % higher open rates and a 101 % uplift in clicks compared to non‑segmented campaigns.
Over 90 % of marketers report positive ROI from video within their email flows.
Emails featuring video content reduce opt-outs by ~75 %, helping sustain engagement.
Brands integrating email and social media video content see compound growth in web traffic.
Over 60 % of video-themed email opens happen on mobile devices, reinforcing the need for mobile-responsive design.

Additional Email Marketing Stats for 2025 (Cleaned & Unique)

On average, 22.5–28% of email addresses decay annually, meaning nearly a quarter of contacts go stale each year.
Only about 62% of submitted email addresses are valid, underscoring the critical need for list hygiene.
B2B email addresses can decline by up to 3.6% per month in fast-moving industries.
Some B2B lists lose as much as 70% of contacts annually due to turnover and role changes.
Just 56.5% of domains globally publish SPF records—and of those, 2.9% are misconfigured and 34.7% allow over 100k IPs, compromising security.
67% of recipients prefer concise emails, while only 6% favor long-form content, indicating strong preference for brevity.
Nearly 46% of subscribers open every email from brands they deem consistent and relevant.
Around 71% of marketers distribute content primarily via newsletters.
In 2025, daily global email volume is projected to reach 392 billion emails, up from ~333 billion in 2022.
Retail campaigns average a 15.7% open rate, 2.0% click-through rate, and 0.19% bounce rate.
Across verticals, open rates range from 20–30% with bounce rates between 0.5–2.7%.
Transactional emails (e.g., order confirmations) see ~51.3% open rates versus ~36.6% for newsletters.
Spam volume dropped from over 80% of email traffic in 2011 to ~45.6% in 2023, thanks to authentication improvements.
DMARC adoption rose from under 43% in 2023 to over 54% in 2024, strengthening sender reputation.
A personalized recommendation engine increased conversions by 50% while reducing sends by 72%.
Healthy open rate benchmarks vary by industry—typically 17–28%.
Average industry-wide click-through rate (CTR) sits near 2.3%.
Typical click-to-open rate (CTOR) is around 5.63%, highlighting content effectiveness.
General unsubscribe rates hover near 0.1% across sectors.
Median global open rate in 2024 was 42.35%, with industry-specific variation.
Median click rate was ~2.00%, while CTOR averaged 5.63%.
Niches such as religion or hobbies see open rates as high as 59.7% or 53.3%.
Regionally, Australia posted ~46.3% open rates while LATAM averaged ~30.7%.
Following Apple Mail privacy changes, benchmark open rates increased to around 35.9% globally.
In 2025, average bounce rates hovered near 1.39% across many lists.
Broader datasets show average bounce rates around 2.48%.
Email lists regularly lose about 25.7% annually to decay, which significantly impacts reach.
Even inactive lists naturally decay by 20–30% per year, regardless of sending.
Automated emails outperform batch sends: ~52% higher opens, 332% more clicks, and 2,361% better conversions.
Back-in-stock reminder emails average ~59.2% open rate and ~5.34% conversion.
Triggered flows (welcome, cart, browse reminders) represent ~87% of automated email orders.
In 2025, overall open rates averaged ~37.3%, a modest year-over-year gain.
Average click-through rates across industries hovered near ~2.44%.
Only about 20–30% of batch email users take meaningful actions beyond open and click.
Revenue-per-subscriber, replies, and forwards often serve as stronger conversion predictors than open or click rates alone.
Messaging visibility is better assessed by inbox placement rates than by delivery metrics alone.
Replies or forwards are stronger indicators of conversion potential than mere click rates.
Subscriber Lifetime Value (LTV) correlates more strongly with behavior patterns than open rate.
Tracking errors—like duplicate opens or preview clicks—can distort performance data; clean tracking offers more accurate insights.
In 2024, 86% of nonprofits used email marketing, sending an average of 62 emails per subscriber, a 9% increase over 2023.

Conclusion

The data is clear: investing in the right email marketing platform pays off when you track the right email marketing metrics and stay focused on real results. As email usage statistics reveal, more than half of all messages are opened on mobile, with smartphone users setting the pace for engagement in every industry. Tools like Campaign Monitor show that even small tweaks—like personalized subject lines—can help you stand out in crowded inboxes, reach existing customers, and spark the curiosity needed to encourage subscribers.

Don’t underestimate the basics: a strong sender reputation, thoughtful segmentation, and a mobile-first approach will set your marketing efforts apart. With the Gmail app and other mobile clients dominating open rates, your message needs to be both timely and relevant to truly convert leads.

Ultimately, the most successful marketers treat each send as an opportunity to measure, learn, and grow. Review your email ROI statistics regularly and adapt fast—because sustainable business success depends on meeting people where they are, with content that connects. The stats speak for themselves: thoughtful, data-driven campaigns remain at the heart of every high-performing marketing strategy.