There’s a lot more to email marketing than simply sending out promotions or updates — it’s a cornerstone of modern business strategy. It’s where brands build relationships, spark engagement, and drive conversions in an increasingly competitive digital landscape.
From leveraging data-driven insights to crafting personalized experiences, email marketing is a powerful tool to scale your business effectively. These 10 email marketing stats will show you how email marketing continues to evolve — and why businesses still consider it one of the smartest investments this year.
Table of Contents
- 88% of Email Users Check Their Inbox Multiple Times a Day
- 71% of B2B Marketers Use Email Newsletters
- Close to 380 Billion Emails Will Be Sent Daily in 2025 (14% YoY Growth)
- Abandoned Cart Emails See 50.5% Open Rates
- 51% Believe AI-Supported Email Marketing Is More Effective
- 51% of Consumers Prefer Email for Brand Communication
- 65% of SMB Marketers Email Daily or Weekly
- Email Open Rate Reaches 37.27% Overall
- Emails With Graphics See 7.33% Higher Open Rates
- Spam Rates Dropped 34.66% Between 2011 and 2023
- Email Marketing Statistics Key Takeaways
- Email Marketing Statistics FAQs
1. 88% of Email Users Check Their Inbox Multiple Times a Day
Nearly nine out of ten email users open their inbox repeatedly during the course of an average day, which means email offers unparalleled opportunities to engage with your audience consistently. Delivering timely, relevant content is key to staying top of mind.
To capitalize on this:
- Time your emails strategically: Use analytics to determine when your audience is most active and schedule your campaigns accordingly.
- Deliver consistent value: Send emails with meaningful content that aligns with your subscribers' interests to ensure they look forward to hearing from you.
- Optimize for mobile: Since many users check emails on-the-go, ensure your emails are mobile-friendly.
- Experiment with urgency: Test subject lines and messages that create a sense of immediacy, encouraging quicker engagement.
- Leverage notifications: Consider integrating push notifications to complement your email campaigns and keep users engaged.
2. 71% of B2B Marketers Use Email Newsletters
With nearly three-quarters of B2B marketers relying on newsletters, these emails remain an indispensable tool for nurturing leads and sharing value-rich content.
To make the most of newsletters:
- Focus on content quality: Share expert insights, updates, and actionable advice tailored to your audience.
- Segment your lists: Create personalized newsletters for different audience segments based on their preferences or behaviors.
- Include CTAs: Drive action with clear calls to action, such as downloading a report, registering for a webinar, or scheduling a demo.
- Maintain a consistent schedule: Keep your audience engaged with regular, predictable updates.
- Incorporate feedback: Use polls or surveys in newsletters to collect insights and improve future content.
3. Close to 380 Billion Emails Will Be Sent Daily in 2025 (14% YoY Growth)
Global email traffic is surging, with a forecast of close to 380 billion emails to be exchanged daily in 2025, showing 14% YoY growth. This plainly demonstrates that reliance on email as a communication channel continues to grow. It’s no surprise, given how budget-friendly email marketing can be.
This staggering number proves that email isn’t going anywhere anytime soon. But with so much clutter to compete with, the need for personalized, engaging content is clear.
To overcome inbox competition:
- Craft compelling subject lines: Use personalization, emojis, or curiosity-driven phrasing to capture attention.
- Prioritize relevancy: Focus on delivering content that’s timely and aligned with your audience’s interests.
- Adopt A/B testing: Test various email components to see what resonates best with your audience.
- Use AI for optimization: Leverage AI tools to analyze data and refine your campaigns for better performance.
- Track deliverability: Monitor your sender reputation to ensure your emails land in the inbox.
4. Abandoned Cart Emails See 50.5% Open Rates
Emails targeting customers who left items in their cart achieve standout performance, with over half being opened and generating high click-through rates (a 6.25% overall average).
This highlights the tremendous revenue potential that lies in recovering abandoned carts, showcasing how a well-executed, targeted email remarketing campaign can turn lost opportunities into profitable conversions.
To leverage abandoned cart emails:
- Send promptly: Deliver these emails within hours of cart abandonment for maximum impact.
- Personalize the message: Include the items left behind, along with tailored recommendations.
- Incentivize action: Offer discounts, free shipping, or limited-time deals to encourage conversions.
- Use urgency: Highlight stock availability or countdown timers to prompt quicker decisions.
- Automate follow-ups: Set up a sequence of emails to re-engage users who don’t convert immediately.
5. 51% Believe AI-Supported Email Marketing Is More Effective
Over half of marketers find AI-enhanced email campaigns more effective than traditional methods, underscoring the transformative power of AI in marketing.
This reveals the growing importance of leveraging AI tools to craft campaigns that are not only smarter but also more impactful, and how AI enables marketers to connect with audiences on a deeper level and achieve superior results.
"AI can help marketers with contextual targeting, enabling brands to be showcased alongside content their target audience is interested in," says Cathy Bergstrom, Head of Product at AdRoll.
To incorporate AI effectively:
- Personalize at scale: Use AI to tailor subject lines, recommendations, and content for individual users.
- Optimize send times: Leverage AI insights to determine the best times to reach your audience.
- Analyze campaign performance: Use AI to identify trends and areas for improvement in real-time.
- Automate segmentation: Let AI group your audience based on behaviors, preferences, and engagement levels.
- Streamline content creation: Use AI tools to draft email copy and A/B test variations.
6. 51% of Consumers Prefer Email for Brand Communication
Over half of consumers rank email as their favorite way to hear from brands, highlighting its unmatched effectiveness as a marketing tool.
This is one email marketing effectiveness statistic that really shows the trust audiences have for email over social media, SMS and other channels, as it offers direct, personalized, and secure communication.
To meet this preference:
- Respect preferences: Allow users to choose the types of emails they want to receive.
- Maintain transparency: Clearly outline your communication goals when collecting email addresses.
- Showcase your brand voice: Use email to reinforce your unique personality and values.
- Provide exclusivity: Share special offers or early access content with your email subscribers.
- Focus on engagement: Regularly refresh your content to keep subscribers interested and engaged.
7. 65% of SMB Marketers Email Daily or Weekly
Most email marketers send emails frequently, with an almost even split between daily and weekly (32% and 33% respectively) to maintain consistent engagement.
The ideal email frequency will depend on your industry and the level of engagement from your subscribers. However, it’s generally advisable to lean toward sending fewer emails rather than overwhelming your audience.
To balance frequency:
- Monitor engagement rates: Adjust your sending frequency based on open rates and subscriber behavior.
- Provide value with each email: Ensure every message delivers meaningful content or offers.
- Segment active vs. inactive users: Send more frequent updates to engaged users and re-engagement campaigns to others.
- Test cadences: Experiment with different schedules to determine the sweet spot for your audience.
- Be mindful of timing: Avoid sending emails during holidays or weekends unless relevant.
8. Email Open Rate Reaches 37.27% Overall
The average email open rate across industries stands at 37.27%, up by nearly 1% from a year prior, but of course some sectors consistently achieve higher engagement levels than others.
For example, childcare services achieve whopping open rates of 47.77%, while technology services lag with only 29.47%. It’s important to compare your email performance against the averages for your industry. Only by comparing apples with apples can you accurately gauge performance.
To boost open rates:
- Use personalization: Address recipients by name and tailor content to their interests.
- Improve subject lines: Test curiosity-driven, benefit-focused, or question-based phrasing.
- Build trust: Use a recognizable sender name and email address.
- Re-engage inactive users: Send targeted campaigns to win back subscribers who haven’t opened emails recently.
- Deliver on promises: Ensure your email content matches the expectations set by your signup forms.
9. Emails With Graphics See 7.33% Higher Open Rates
Emails featuring visually engaging graphics achieve a 7.33% higher open rate and significantly better (3.2% higher) click-through performance. This leaves no doubt about the impactful power of visuals in capturing attention and driving action.
To enhance your email visuals:
- Invest in professional design: Use high-quality graphics that align with your brand identity.
- Optimize for speed: Ensure images are compressed for fast loading times.
- Make visuals relevant: Include infographics, charts, or product images that add value.
- Add alt text: Describe visuals for accessibility and better performance in email previews.
- Test layouts: Experiment with different graphic placements to see what drives the most clicks.
10. Spam Rates Dropped 34.66% Between 2011 and 2023
Spam email has decreased dramatically over the last decade, dropping from 80.26% in 2011 to 45.6% in 2023. This is undoubtedly thanks in large part to better spam filters and regulations.
This improvement shows that legitimate emails now have more potential to reach and engage their target audience.
To avoid spam filters:
- Authenticate your domain: Use DKIM, SPF, and DMARC to boost sender credibility.
- Avoid spammy keywords: Steer clear of phrases like “Buy now” or “Limited time offer” in subject lines.
- Use a clean list: Regularly remove inactive or invalid email addresses from your database.
- Encourage engagement: Ask recipients to add your email to their contact list.
- Monitor spam complaints: Track your complaint rates and address any issues promptly.
Email Marketing Statistics Key Takeaways
These B2C and B2B email marketing statistics offer valuable insights for marketers aiming to optimize their strategies in 2025. First, with 88% of users checking their inbox multiple times daily, businesses should capitalize on this by delivering timely, relevant content.
The fact that 71% of B2B marketers rely on email newsletters highlights the channel’s effectiveness in nurturing leads and keeping audiences engaged. But with over 380 billion emails sent daily, it’s crucial to stand out by crafting personalized, engaging messages that cut through the noise.
The high open rate of 50.5% for abandoned cart emails shows the immense potential for email as a channel for recovering lost sales. And your efforts are sure to be more effective with AI crafting smarter, data-driven campaigns that deliver better results. Consumers also prefer email for brand communication, with 51% ranking it as their favorite channel, making email a powerful tool for maintaining customer relationships.
Regular communication is key to keeping audiences engaged, and the inclusion of visuals in emails can take your open rate way above the benchmark for your industry. Lastly, the 34.66% drop in spam rates is a positive sign for legitimate emails and shows that businesses can now reach more recipients without worrying as much about their messages being filtered out. Unlock the full potential of your email marketing — partner with experts to elevate engagement, drive conversions, and maximize your ROI.
Email Marketing Statistics FAQs
1. How do I determine the best time to send emails to my audience?
The ideal send time varies depending on your audience and their habits. Start by analyzing your email analytics to identify trends — look for times and days when engagement rates (open and click-through rates) are highest.
If you’re unsure, midweek mornings (Tuesday to Thursday around 10am) tend to perform well. However, for the most accurate results, run A/B tests with different send times to see what resonates best with your specific audience.
2. How do I balance email frequency to keep subscribers engaged without overwhelming them?
Start by considering your audience's preferences and the value of your content. Monitor engagement metrics — like open rates, click-through rates, and unsubscribe rates — to identify whether you’re sending too many or too few emails.
Segment your audience based on engagement levels and tailor your frequency accordingly. For example, highly engaged subscribers might appreciate weekly emails, while less active ones might prefer monthly updates. Always prioritize quality over quantity to ensure every email adds value.
3. What are some quick tips for improving my email open and click-through rates?
- Use compelling subject lines: Keep them concise, intriguing, and personalized.
- Segment your list: Tailor content to specific audience groups based on their interests or behavior.
- Add a clear and enticing CTA: Guide readers on what action to take next.
- Optimize for mobile: Ensure your emails look great and function well on all devices.
- Test and refine: Use A/B testing for subject lines, CTAs, and layouts to identify what works best.
- Build trust: Use a recognizable sender name and ensure your emails consistently deliver value.
- Re-engage inactive subscribers: Send targeted campaigns to win back attention, such as special offers or surveys.
