In 2024, the open rates for e-commerce e-mail marketing campaigns increased to ***** percent, compared to **** percent three years prior.

During a 2020 survey carried out among marketers worldwide, it was found that for every U.S. dollars invested in email marketing, brands earned ** U.S. dollars. Among the presented industries, the ROI was highest in the retail, ecommerce, and consumer goods sector, with ** dollars per one dollar spent.

As of early 2025, approximately ** percent of marketing professionals surveyed in Australia, Canada, Ireland, the United Kingdom, and the United States said the difficulty in measuring and/or proving return on investment (ROI) was a roadblock to achieving email marketing's goals. Low engagement rates and inadequate personnel dedicated to email marketing followed, mentioned by ** and ** percent of participants, respectively. According to the same study, Mailchimp, Salesforce Marketing Cloud, and Hubspot ranked among the email service providers (ESPs) most used by marketers in English-speaking countries worldwide.

Here, we’ve gathered email marketing benchmarks by industry. You can see how your average email open, click-through, click-to-open, unsubscribe, and spam complaint rates compare against other companies in your industry.

What are the average email marketing results in different countries? Here’s what we’ve found.

What’s the right email frequency? What’s the potential increase in the number of conversions your email campaigns generate if you add an extra message to your schedule? The data in this table should help you find the right answers.

In 2022, the click-to-open rate (CTOR) of marketing emails was highest in the APAC region, with **** percent. The European region followed with **** percent in CTOR value.

Here, we’re looking at other elements that may play a role in how you run your email marketing campaigns and the average metrics you could expect.

During a survey carried out among B2B and B2C marketers ending early January 2021, ** percent of respondents stated that the effectiveness of their email marketing activities had increased (either significantly or slightly) in 2020. On the other hand, ** percent of interviewed marketers said it had declined.

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Transactional Anding Emails Market Size 2025-2029

The transactional anding emails market size is forecast to increase by USD 19.72 billion, at a CAGR of 14.2% between 2024 and 2029.

Major Market Trends & Insights

APAC dominated the market and accounted for a 46% growth during the forecast period.
By the Application - Marketing segment was valued at USD 7.58 billion in 2023
By the End-user - Retail and e-commerce segment accounted for the largest market revenue share in 2023

Market Size & Forecast

Market Opportunities: USD 222.80 billion
Market Future Opportunities: USD USD 19.72 billion 
CAGR : 14.2%
APAC: Largest market in 2023

Market Summary

The market has witnessed significant advancements in recent years, with businesses increasingly leveraging interactive elements to enhance customer engagement. According to market research, transactional email open rates have shown a steady increase of around 20% compared to bulk promotional emails. This trend is driven by the personalized nature of transactional emails, which are triggered by specific user actions, such as password resets or order confirmations. Furthermore, the adoption of advanced technologies like artificial intelligence and machine learning has enabled businesses to deliver more targeted and timely emails, leading to higher conversion rates.
However, the implementation of stringent user data protection regulations, such as GDPR and CCPA, has added complexity to email marketing strategies, necessitating compliance measures and increased transparency. Despite these challenges, the market is expected to continue evolving, with a focus on optimizing user experience and maximizing ROI through data-driven insights.

What will be the Size of the Transactional Anding Emails Market during the forecast period?

Explore market size, adoption trends, and growth potential for transactional anding emails market Request Free Sample

The transactional email market experiences continuous growth, with current performance registering over 75% of businesses utilizing this communication channel for customer engagement. Future expectations indicate a 15% annual increase in adoption, underlining its significance in modern business communication. Notably, real-time email tracking and email automation workflows are critical components driving the market's expansion. Email deliverability services and monitoring tools enable businesses to optimize email content for better user engagement and inbox placement. Furthermore, email list segmentation and client compatibility enhance email marketing strategies, ensuring effective communication and improved deliverability scores.
Comparatively, email deliverability audit services and email deliverability consulting have seen a substantial rise in demand, as businesses aim to maintain high deliverability standards and avoid potential email sending infrastructure issues. Consequently, email API documentation, email validation services, and email campaign analytics have become essential tools for businesses seeking to maximize their email marketing efforts.

How is this Transactional Anding Emails Industry segmented?

The transactional anding emails industry research report provides comprehensive data (region-wise segment analysis), with forecasts and estimates in 'USD million' for the period 2025-2029, as well as historical data from 2019-2023 for the following segments.

Application

  Marketing
  Transactions


End-user

  Retail and e-commerce
  BFSI
  Healthcare
  Travel and hospitality


Deployment

  Cloud-based
  On-premises


Geography

  North America

    US
    Canada
    Mexico


  Europe

    France
    Germany
    UK


  APAC

    China
    India
    Japan
    South Korea


  Rest of World (ROW)

By Application Insights

The marketing segment is estimated to witness significant growth during the forecast period.

Transactional anding emails, a segment of business communication, have gained significant traction as a marketing tool. Approximately 73% of millennials prefer businesses to communicate with them via email, making it an effective channel for engagement . In terms of volume, transactional emails accounted for 80% of all business email traffic in 2020. Moreover, email engagement metrics, such as open rates, click-through rates, and conversion rates, are crucial for measuring the success of these emails. To optimize these metrics, businesses employ various strategies, including email deliverability testing, email authentication protocols, and email list hygiene.

Email security protocols, such as SMTP server configuration and email API integration, are essential to ensure email deliverability and protect against spam filtering. Additionally, email marketing automation and dynamic email content enable businesses to personalize their communications and improve click-through rates. Em

In this table, we’re looking at whether adding video content (including links to your video hosting platforms) could help you boost your engagement metrics, primarily the average click-th rough and click-to-open rates.

Below you’ll find out how popular the use of confirmed opt-in is in different industries.

How many of your subscribers open your emails within the first two, four, or six hours after sending? Is it the same for clicks? Here, we’re looking at how the recipients’ engagement changed over time after the campaign was sent.

Do individual phrases in email subject lines correlate with email campaign performance? Here we explore whether individual words have the power to make or break your email campaigns.

As of January 2020, MailChimp was the leading email marketing software as a service (SaaS) company, with *** million U.S. dollars in annual recurring revenue. ActiveCampaign ranked second, with a revenue of *** million dollars.

How many emails should you put into your autoresponder cycle? We’ve analyzed how the average engagement metrics change depending on the number of emails our customers used in their autoresp onder cycles.

According to a 2024 survey carried out among marketers in selected countries worldwide, the click-through-rate (CTR) - the amount of clicks that an ad receives as a share of the total number of times it has been displayed - was the most preferred metric to determine the success of e-mail marketing campaigns other than the open rate, cited by **** percent of respondents. The conversion rate - the number of viewers who converted as a share of the total number of viewers - came second, with **** percent of professionals relying on it.

Marketing Analytics Market size was valued at USD 4.28 Billion in 2023 and is projected to reach USD 10.38 Billion by 2031 growing at a CAGR of 12.90% from 2024 to 2031.

Key Market Drivers:

• Increasing Adoption of Digital Marketing and Social Media Platforms: Adoption of digital marketing and social media platforms is on the rise, which is driving demand for marketing analytics, 4.76 billion social media users worldwide, up 137 million in the last year.

• Growing Emphasis on Data-Driven Decision Making: Businesses are leveraging data to make strategic decisions. 91.9% of top organizations invest in data and artificial intelligence. IDC predicts USD 215.7 Billion in analytics investment in 2021, up 10.1% from 2020.

The statistics shows the outsourcing method of email marketing management in Spain in 2020. Approximately ** percent of the companies surveyed did not outsource the management of their email marketing, but undertook it internally.

This statistic shows the leading advertising formats used by companies during email marketing campaigns in Spain in 2020. According to the results of the survey conducted that year, notification emails, such as confirmation or cancellation emails, were the most popular advertising format among Spanish companies, followed by shopping cart abandonment notifications. Approximately ** percent however did not use any type of specialized email formats that year.