Email marketing statistics show a remarkable fact: businesses make $36 for every $1 they spend, a 3600% ROI. Data from over 1,000 campaigns reveals how email marketing works effectively in today’s digital world.
Email will reach nearly 4.5 billion users worldwide in 2025 and 4.8 billion by 2027. People check their inboxes often, with 88% checking multiple times daily and 39% checking 3–5 times per day. Small businesses see the value—53% in the US, UK, Canada, and Australia used email marketing as their main customer strategy in 2024.
Automated emails bring in 320% more revenue than non-automated ones. Segmented campaigns drive 30% more opens and 50% more clicks than unsegmented ones. Open rates vary by industry, from 40.55% in government to 27.34% in supplements. The message is clear: email marketing delivers measurable results.
Email Marketing Statistics: What the Data Says
Nearly 4.5 billion people will use email worldwide in 2025. Users send and receive 361.6 billion emails daily. These numbers show why email remains a cornerstone of marketing strategies.
Global email usage in 2025 and beyond
Email adoption is at record highs. Users will reach 4.83 billion in 2025 and 5.61 billion by 2030. People send 376.4 billion emails daily, expected to hit 408.2 billion by 2027.
Gmail leads with 1.8 billion accounts. The average person has 1.86 accounts, totaling 8.3 billion globally.
How often people check their inbox
Surveys show 99% of users check email daily, with some checking up to 20 times. About 58% check email before social media or news, making it their first online stop.
- 39% check 3–5 times daily
- 27% check 10–20 times daily
- 22% check more than 20 times daily
Even 81% of Gen Z check email at least once daily. Professionals check 15 times a day, about every 37 minutes. People check while watching TV (69%), in bed (57%), and even on vacation (79%).
Why email remains a top communication channel
About 69% of consumers prefer email for brand communication. Businesses earn $36 per $1 spent, with some sectors reaching $45.
Nearly 89% of IT leaders rank one-to-one email above other tools. Email remains the top distribution channel, with 87% of B2B and 79% of B2C marketers using it.
Mobile and Device Trends in Email Marketing
Mobile open rates by generation
About 42% of emails are opened on mobile devices. Gen Z leads, with 40% always opening email on mobile.
- 28% of users 19–34 check email first on mobile
- Only 8% of people 56–67 do
- 55% of older users never read emails on mobile
Overall, 85% of people use smartphones for email, rising to 90% for ages 25–34. Desktop use dropped from 74% to 69% last year.
How mobile optimization affects engagement
Bad design leads to 70% of mobile emails being deleted within 3 seconds. Mobile-friendly designs boost click rates by 15%. Responsive templates help across devices, improving call-to-action visibility.
Cross-device behavior and second opens
About 23% of mobile readers reopen emails. Of these, 70% stay on mobile while 30% switch devices. Those switching to desktop are 65% more likely to click.
PCs, tablets, and mobiles account for 64%, 9%, and 27% of addresses respectively, and 72%, 9%, and 18% of clicks. PCs lead with a 6.7% click rate, compared to 5.6% for tablets and 3.9% for mobile.
B2B vs B2C Email Marketing Performance
Open and click rates comparison
B2C emails get more opens (19.7%) than B2B (15.1%). But B2B emails see higher engagement, with a 3.18% click rate compared to B2C’s 2.09%.
B2B’s click-to-open rate is 15%, versus 13% for B2C. Delivery rates are nearly equal: 98.16% for B2B and 97.26% for B2C.
Top goals for B2B and B2C campaigns
B2B email marketing focuses on relationships, education, and trust-building. B2C campaigns emphasize purchases, product launches, and brand loyalty.
About 42% of B2B marketers say email is their best-performing channel after events and webinars.
How email influences purchase decisions
About 59% of consumers say email impacts purchases, with over half buying monthly from marketing emails. Personalized subject lines increase opens by 26%, while cart reminders convert three times better than standard messages.
B2B campaigns convert at 2.5% on average, with newsletters influencing 27% of buyer decisions. Customers who receive marketing emails spend 138% more than non-subscribers.
Personalization and Segmentation Statistics
How personalization affects open and click rates
Personalized subject lines raise open rates by 26%. Emails with personalized content see 41% more clicks and can boost revenue by up to 20%.
Abandoned cart emails convert three times better and deliver six times higher transaction rates than generic messages.
Segmentation strategies that work
Segmentation increases opens by 23% and drives 58% of email revenue. Effective methods include:
- Demographic (age, gender, location)
- Behavioral (past purchases, browsing)
- Engagement-based (70/20/10 strategy)
- Purchase history (repeat buying patterns)
Examples of personalized campaigns
Brands like Huda Beauty doubled attributed revenue with re-engagement campaigns. Andie Swim used a quiz-based approach to earn $70,000 extra in eight months.
Starbucks, Netflix, Amazon, and Zalando all use advanced personalization, creating unique and relevant offers for customers.
About 71% of consumers want personalized messages, while 76% feel frustrated without them.
Email Marketing Benchmarks by Industry
Open and click rates by sector
Religious organizations lead with 59.7% open rates, followed by hobby-related at 53.3% and non-profits at 53.2%. Travel emails perform worst at 22.6%.
Manufacturing sees low opens (32.6%) but high clicks (4.3%). Hobby emails top click rates at 4.36%, with government at 4.31%.
Bounce and unsubscribe trends
Bounce rates average under 2%. Manufacturing has 0.84%, while entertainment is lowest at 0.21%. Unsubscribes average 0.08%, with most industries under 0.5%.
Authors see the highest unsubscribe rate at 0.21%. Many industries report 0%.
What industries are outperforming others
Non-profits shine with high opens, while manufacturing stands out with clicks. Timing matters too—Monday and Tuesday emails perform best, while weekends perform poorly.
Automotive campaigns and restaurant emails drive strong ROI, influencing customer behavior significantly.
Automation and AI: The New Performance Drivers
Revenue impact of automated emails
Automated emails generate 320% more revenue than non-automated campaigns. Regular emails earn $0.11 per recipient, while abandoned cart emails average $3.65. Top workflows yield up to $16.96.
Abandoned cart flows bring $28.89 at peak, welcome flows $21.18, and browse abandonment $7.21. Automation makes up 31% of orders despite just 1.8% of total sends.
Top areas where automation is used
About 63% of marketers use automation. Most popular workflows are cart abandonment (54.2%) and welcome sequences (30.8%). Others include onboarding (5.6%) and browse abandonment (3.6%).
AI-driven personalization and its results
Marketers using AI see a 41% revenue increase and 13.4% higher click rates. About 95% of those using AI or automation report more effective strategies.
AI-driven personalization optimizes targeting, send times, and content delivery, making campaigns faster and more effective.
Conclusion
Email marketing remains one of the strongest digital channels. Analysis of 1,000+ campaigns shows its 3600% ROI, with $36 earned per $1 spent.
Nearly 4.5 billion people use email daily, making it an unmatched communication tool. Mobile use is rising, requiring optimized designs for higher engagement.
B2B and B2C show unique patterns: B2C drives more opens, while B2B delivers higher clicks. Personalization and segmentation remain key drivers, boosting opens, clicks, and conversions.
AI and automation have redefined email marketing, generating 320% more revenue. From cart reminders to advanced personalization, these tools create stronger campaigns.
Despite newer channels, email continues to thrive. Businesses that adopt mobile optimization, automation, and personalization will achieve the strongest results in the years ahead.
FAQs
Q1. What is the average return on investment for email marketing
Email marketing generates $36 for every $1 spent, a 3600% ROI. This makes it one of the most cost-effective channels.
Q2. How often do people typically check their email
Most people check multiple times daily. About 39% check 3–5 times, 27% check 10–20 times, and 22% check more than 20 times daily.
Q3. What percentage of emails are opened on mobile devices
Currently, 42% of all email opens occur on mobile devices. Younger users are more likely to check via smartphones first.
Q4. How does personalization affect email performance
Personalization boosts performance. Subject lines with names raise opens by 26%, while personalized content can raise clicks by up to 14%.
Q5. What are the benefits of using automation in email marketing
Automated emails generate 320% more revenue than non-automated ones. They convert 180% better and account for 31% of orders despite only 1.8% of sends.
