In 2022, around 67 percent of marketers from around the world stated that their e-mail marketing campaigns had an increased open rate compared to what they observed in 2021. Another 23 percent shared that they experienced no changes in the open rates of their e-mail campaigns.

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 19.7 percent of respondents. The conversion rate - the number of viewers who converted as a share of the total number of viewers - came second, with 17.9 percent of professionals relying on it.

In 2024, nearly 33 percent of marketing professionals reported a two time improvement rate in their e-mail marketing campaigns' return on investment (ROI) rates. Another 13.7 percent marked a three times larger ROI rate, whereas 23.3 percent of marketers noticed no ROI improvement.

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.

During a 2023 survey carried out among email marketers from the United States, the United Kingdom, and other European countries, it was found that approximately 51 percent of respondents believed that AI-supported email marketing was more effective than traditional email marketing approaches. Roughly 20 percent noticed no significant difference or said they believed it was as effective as traditional approaches.

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.

During a 2023 survey carried out among email marketers from the United States, the United Kingdom, and other European countries, it was found that automatic content and image generation was the most interesting application of artificial intelligence (AI) in email marketing, named by approximately 40 percent of respondents. It was closely followed by personalization of content and newsletters, mentioned by 34 percent of the interviewed.

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.

In 2024, around 48 percent of marketing professionals from selected countries worldwide sent out more than half of their e-mail marketing campaigns with subject line personalization included. Another 9.5 percent of respondents did not send any e-mails with personalized subject lines.

During a 2024 survey carried out among marketers in selected countries worldwide, newsletters were the most popular type of email marketing campaigns, with 13.7 percent of professionals sending it out to existing and potential customers. The promotional e-mail campaigns followed with 12.4 percent of professionals using it for their marketing purposes.

In this table, you’ll see the average landing page conversions based on the subscription rate they generated across 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.

As of August 7, 2025, the United States was the country with the highest number of emails sent daily, with almost ten billion. Germany and India followed, with 8.5 billion and 8.3 billion emails daily, respectively. Overall, Ireland, France, and the United Kingdom each had 8.3 billion emails sent per day. As of December 2024, over 251 million emails were sent worldwide within one minute.

Survey of 250 businesses on how much they spend on email marketing and their email marketing costs

During a 2021 survey carried out among marketers from the United Kingdom, it was found that the approximate return for every pound spent on email marketing stood at ***** British pounds. A year earlier, it amounted to ***** pounds.

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.

In 2023, the global e-mail marketing market was valued at 8.3 billion U.S. dollars and the source projected that the figure would increase to 18.9 billion by 2028. The compound annual growth rate (CAGR) for that period is expected to amount to 18.8 percent.

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.