Omnisend weighs in on the latest email marketing statistics, including open rates, click-through rates and more. Learn how to elevate your email marketing strategy.

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.

In the second quarter of 2024, **** percent of marketing emails sent by the financial services and insurance sector were delivered to their intended destinations. Among these, **** percent were opened.

Introduction

Email Marketing Statistics: Email marketing remains one of the most effective and impactful tools for businesses to engage with their audience, drive conversions, and build lasting customer relationships. Known for its cost-effectiveness, personalization capabilities, and direct reach to a broad audience, email remains a dominant force in the digital marketing landscape.

As the industry evolves, staying informed about the latest trends, benchmarks, and statistics is essential for maintaining a competitive edge and optimizing your marketing efforts. Email marketing statistics provide valuable insights into current industry trends, consumer behaviors, and the performance of various campaigns.

From open rates and click-through rates to the rising significance of mobile optimization, these statistics highlight what’s working in email marketing today

Despite the growth and prominence of mobile messengers and chat apps, e-mail is an integral part of daily online life. In 2023, the number of global e-mail users amounted to **** billion and is set to grow to **** billion users in 2027. Global e-mail audiencesIn 2023, approximately *** billion e-mails were sent and received every day worldwide. This figure is projected to increase to over *** billion daily e-mails in 2027. As of July 2022, Apple Mail Privacy accounted for over half of the e-mail opens, while mobile use of e-mails saw a significant decrease in their market shares. Apple MPP e-mail app was the most popular e-mail client, accounting for ** percent of e-mail opens. Gmail, the free e-mail service owned by Google, was ranked second with a ** percent open share. Malicious mailMany online users use e-mails for website and newsletter signups and brace themselves for the inevitable flood of spam and marketing communications. Whereas most unwanted e-mails are annoying yet ultimately benign, consumers are right to be wary of malicious e-mail that can be used to compromise their digital accounts and devices. In 2023, ** percent of fraud reports in the United States related to cases in which victims were contacted via e-mail.

In the second quarter of 2024, **** percent of marketing emails sent by the travel, hospitality, and entertainment (TH+E) sector were delievered to their intendended destinations. Among these, **** percent were opened.

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.

Most Important Email Marketing Stats

Email marketing boasts an ROI of 4200%, equating to $42 for every $1 invested (Statista).

Revenue from email marketing is projected to hit $17.9 billion by 2027 (Statista).

93% of B2B marketers utilize email for content distribution (CMI).

Mobile devices account for 41% of email opens (HubSpot).

Automated emails drive 320% more revenue than non-automated ones (Campaign Monitor).

Email marketing outpe

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.

Email marketing is like the Swiss Army knife of digital marketing: versatile, reliable, and still crazy effective in 2025. With 4.6 billion people using email worldwide and billions of messages sent every day, it’s a channel that just keeps delivering. I’ve pulled together the latest email marketing ROI statistics to show you what’s working, from open rates to revenue, plus some practical tips to get more out of your campaigns. And because I coul

In the fourth quarter of 2023, marketing emails in Austria, Germany, and Switzerland had an open rate of ** percent. The rate was *** percentage points higher was business-to-business emails and *** percentage points lower for business-to-consumer emails. In September 2021, Apple introduced Apple Mail Privacy Protection (AMPP), which is a data protection function. At first, all content - including tracking pixels - was loaded in advance, increasing the open rate. Since the end of 2021, all openings on Apple devices were excluded from reporting, resulting in a drop.

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.

In the second quarter of 2024, **** percent of marketing emails sent by the retail industry were delivered to their intended destinations. Among these, **** percent were opened.

It started like any other Tuesday morning. A mid-level finance manager at a US-based logistics firm opened what looked like an urgent request from their CEO. The subject line? “Quarterly Financial Review Needed Immediately.” The logo looked legit. The tone felt familiar. Within two minutes, confidential files were shared, and...

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.

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.

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.

According to global data gathered on an e-mail marketing automation platform in 2024, automated welcome emails sent by e-commerce players had a conversion rate of nearly ***** percent. In comparison, for automated cart abandonment emails, the rate stood at roughly *** 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.