Every click, scroll, and swipe competes for your customer’s attention — but email still holds its ground as one of the few channels where brands speak directly, without noise or algorithmic meddling. The latest email marketing statistics prove that.
So, the question isn’t whether email marketing works. It’s how well you’re using it — and whether your results stack up.
In this article, we break down the most important email marketing statistics for 2025, from open rates to ROI benchmarks, to give you a clear picture of what success actually looks like this year. You’ll also get practical insights that help justify your email marketing budget and improve your results across the board.
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The reach and impact of email continue to expand each year, giving marketers an incredibly powerful channel to connect with their audience. These foundational email marketing statistics show why this channel remains so important:
According to a 2024 report by Statista, the number of email users worldwide is projected to hit 4.6 billion in 2025. That’s a jump of around 600 million users in just five years.
Back in 2022, people were sending and receiving around 333 billion emails every single day. And that number’s only going up — by 2026, it’s expected to reach a staggering 392.5 billion daily emails.
Daily email volume varies significantly by country, with the US leading the pack at 9.7 billion emails sent daily. European countries like Germany, Ireland, the Netherlands, the UK, and France each send over eight billion emails every day, showing global dominance.
Businesses are leaning more heavily into email marketing than ever before. In 2023, companies sent about 23 billion promotional emails, representing a one-third increase from the previous year.
Email engagement metrics have been trending upward. Open rates jumped 6% YoY, reaching 26.6% in 2024, indicating consumers are more responsive to email content that catches their attention.
The frequency at which people check their inboxes is remarkable — nearly 100% of email users look at their messages daily. Breaking this down further: 42% check emails three to five times daily, 28% check 10-20 times, 19% check over 20 times per day and 8% once a day. Only a tiny fraction (3%) don’t check their email daily.
Over 376 billion emails are sent daily worldwide — projected to climb to 408 billion by 2027. This email stats show that it remains the backbone of digital communication for both personal and professional purposes.
All these email marketing statistics point to one conclusion: email remains a highly effective primary channel for reaching customers where they already spend significant time each day.
Email marketing ROI statistics
Email marketing consistently delivers a remarkable return on investment (ROI), making it one of the most cost-effective channels available to marketers. Let’s examine the latest email marketing statistics that prove email’s exceptional value:
Email campaign click-to-conversion rates grew by 27.6% in 2024. It shows that consumers who engage with emails are increasingly likely to make purchases after clicking through.
Email marketing generates between $36 and $40 for every dollar spent, according to multiple industry sources. This translates to a staggering 3,600% to 4,000% return on investment, outperforming most other marketing channels by a significant margin.
Omnisend’s US merchants see an even more impressive average ROI of $68 for each dollar spent. That’s approximately double the average for email marketing.
In 2024, automated emails drove 37% of all email-generated sales. This is despite accounting for just 2% of email volume.
Global marketers consistently rate email marketing as having the highest ROI among digital channels. 30% cited it as their top performer, and another 43% rated it as having medium ROI.
These email marketing statistics make a compelling case for investing in this channel. For businesses looking to maximize their marketing budget, email clearly offers exceptional returns that few other channels can match.
Not sure what ROI you could achieve? Try Omnisend’s ROI calculator to estimate potential returns based on your unique business metrics. This can help provide clarity when planning your email marketing investments.
Email is a significant driver of revenue for businesses that use it strategically. These email marketing stats highlight email’s impact on sales:
One in three people who click on an automated message make a purchase. This compares to just one in 18 for scheduled campaign messages.
Around one in two people who click on automated welcome or abandoned cart emails end up making a purchase. These emails are highly effective at converting potential customers into buyers.
Order and shipping confirmation emails convert 22 times better than campaign emails. This proves that transactional emails present valuable opportunities to generate additional revenue.
Email marketing effectiveness statistics show that email outperformed banner ads and SMS marketing by 108% in 2023. It also outperformed social media posts by 13% and social media ads by 11%, confirming email’s status as a revenue powerhouse.
These email marketing statistics demonstrate why businesses that invest in sophisticated email programs tend to see substantial returns.
Email subject line statistics
Conversion-driving email marketing statistics often begin with what recipients see first: your subject line. This crucial first impression determines whether your message gets opened or ignored. These email campaign statistics reveal what works in subject line creation:
More than 80% of marketers reported seeing at least some performance improvement when using subject line personalization. This is a significant figure.
In 2023, approximately 65% of marketing professionals across various countries personalized subject lines in more than half of their email campaigns. Meanwhile, 9% did not use subject line personalization in any of their emails, missing opportunities for better engagement.
Email subject lines perform better when they use personalization. They increase open rates by 10-14% across industries.
73% of surveyed marketers say that including emojis in a subject line can improve the performance of an email significantly. Emojis help capture attention and drive engagement.
69% of email recipients report email as spam after reading the subject line. Having too many emails marked as spam affects overall deliverability and sender reputation.
These email marketing facts illustrate how this small but mighty element of your email strategy can dramatically affect campaign performance. By constantly testing and refining your subject line approaches, you can maximize opens and engagement on your email campaign.
Subject line testing tools, like Omnisend’s subject line tester, can help eliminate guesswork by analyzing elements like length, word choice, and tone before you send your campaigns. This data-driven approach helps refine your strategy over time.
Image via Omnisend
Email marketing automation statistics
Email automation has transformed the way brands connect with customers, delivering timely, relevant messages without constant manual effort. Recent email marketing statistics from Omnisend reveal just how effective automated messages are:
Automated emails had 52% higher open rates, 332% higher click rates, and an astounding 2,361% better conversion rates compared to regular scheduled campaigns. Abandoned cart, welcome, and browse abandonment emails were the top three automation types. They accounted for 87% of all automated orders.
Back-in-stock emails also showed strong results. They had a 59.19% open rate and a 5.34% conversion rate.
Brands sent a quarter of a billion more automated emails year-over-year. The three largest increases in sends were back-in-stock (a 4x increase), welcome (a 2.5x increase), and browse abandonment (a nearly 2x increase).
Automated emails ended 2023 with a 42.1% open rate, a 5.4% click rate, and a 1.9% conversion rate. All of these are significantly higher than campaign metrics.
Automated birthday emails achieved a 43.3% open rate and a 14.3% click-to-conversion rate. This shows how personal occasion-based emails can create exceptional engagement.
These email marketing statistics demonstrate why automation has become central to successful email strategies. By implementing even a few key automated workflows, brands can improve their email marketing results while reducing their ongoing workload.
To’ak Chocolate, an Omnisend customer, reports that almost 40% of its email revenue comes from automated campaigns.
“Our automated welcome series allows us to share our brand story with anyone who subscribes, which helps us communicate the uniqueness of our brand… Email automation makes it possible, for a small team like ours, to show customers that we care about building a connection.”
James Le Compte CEO at To’ak Chocolate
You can read more about Ta’ok’s impressive revenue turnaround with Omnisend in its full success story.
Ecommerce email marketing statistics by industry
Email marketing effectiveness varies significantly across different industries, with some sectors seeing particularly strong results. Industry-specific email marketing statistics allow you to benchmark your performance against relevant competitors in your sector. The following statistics are from Omnisend’s 2025 ecommerce marketing statistics report:
The highest converting industry in 2024 was games (0.30%). This was followed by auto and vehicles (0.23%) and arts and entertainment (0.18%).
Looking at specific category performance, books and literature (29.4%), sports (28.8%), food and drink (26.1%), and travel (28.2%) all achieved open rates above 25%. This demonstrates a strong subject line appeal.
The firearms and weapons industry stood out with a 3.69% click rate. This was followed by gifts with a 1.83% click rate, weddings (1.62%), and toys and hobbies (1.47%), which also saw above-average click engagement.
When examining conversion rates by industry, two sectors tied at 11%: firearms and weapons, and sports. Health and wellness were at 0.15%, and food and drink were followed at 0.13%.
Ecommerce email marketing statistics highlight that beauty and cosmetics saw the largest year-over-year improvement in open rates, growing from 20.5% to 23.8%. Meanwhile, the gifts vertical achieved a remarkable fourfold increase in click rate year-over-year.
The click-to-conversion rate for the games industry has gone up from 11.6% in 2023 to 17.61% in 2025. It’s a clear indication that people have become more inclined towards gaming in the last two years.
For some there wasn’t much change as the click-to-conversion rate remains approximately the same. For toys and hobbies it slightly changed from 6.2 % to 6.93% and the food and drinks industry also saw insignificant change from 10.3% to 10.65%.
While overall benchmarks are useful, comparing your metrics to those in your specific industry offers the most relevant perspective for optimization efforts.
Holiday season email marketing statistics
The holiday shopping season represents a critical period for email marketers, with higher stakes and greater opportunities than any other time of year. These email marketing statistics highlight how email performs during this peak period:
Users open more emails on mobile devices (44.2%) during the holiday season than during the rest of the year. This highlights the importance of mobile optimization for holiday campaigns.
November 2024 was a record-breaking period for holiday shopping. BFCM events generated $112.6 billion in revenue, including $10.8 billion on Black Friday alone.
Email remains consumers’ preferred channel for both promotional and transactional holiday messages. The 2024 Black Friday stats by Sinch found that 61.3% prefer receiving promotional messages via email, while an even higher 75.1% choose email for transactional communications like order confirmations.
Transactional emails saw dramatic spikes during peak shopping days. Both Black Friday and Cyber Monday experienced 33% increases in email volumes as shoppers completed purchases that triggered order confirmations and shipping notifications.
Despite the increased volume of emails landing in consumers’ inboxes during BFCM, engagement remained strong. Excluding bot activity, Black Friday emails achieved a 13% click-through rate, while Cyber Monday emails reached a 15% open rate, slightly higher than 2023 figures.
The holiday season is increasingly becoming an omnichannel marketing opportunity. A consumer survey revealed that 78% of people expect to hear from brands via multiple channels during BFCM. Brands delivered 7.68 billion interactions across email, SMS, MMS, rich communication services (RCS), and WhatsApp during the 2024 BFCM period.
For comparison, WhatsApp saw a 68% increase in traffic on Black Friday with impressive 76% read rates. RCS emerged as the rising star with 111% growth compared to 2023 and 53% read rates.
These stats on email marketing underscore the importance of having a reliable email infrastructure that can handle peak sending periods.
Maintaining email delivery best practices becomes even more critical during the competitive holiday season to ensure messages reach the inbox when they matter most.
Artificial intelligence is rapidly changing how marketers create, optimize, and measure their email campaigns. These email marketing statistics reveal how AI is becoming transformative:
Seven out of 10 marketers in the US say they employ the help of generative AI tools in their work. This highlights the growing adoption of this technology.
34% of marketers use generative AI specifically for writing copy for emails. This makes content creation the most common AI application in email marketing.
Past interactions with emails (44%) was one of the top data used to personalize emails. The other data were recipient’s name, company name, or other profile data (68%).
AI-driven email marketing leads to impressive results. In 2022, there was a 13% increase in click-through rates and a 41% rise in revenue compared to traditional approaches.
When it comes to specific AI applications, 66% of respondents use AI to optimize send times. This ensures emails arrive when recipients are most likely to engage.
These email marketing statistics show that AI has moved beyond experimental status to become a core component of successful email strategies.
Omnisend’s AI email generator stands out as an example of how AI helps with content creation — one of the main use cases in email marketing. The tool allows marketers to efficiently generate entire campaigns or specific components like subject lines and calls to action.
Personalization has evolved from a nice-to-have feature to an essential component of effective email marketing. With how crowded email inboxes can get, personalized content creates a crucial competitive advantage, helping your messages stand out from generic, one-size-fits-all communications.
These personalized email marketing statistics demonstrate the impact of tailored content:
65% of marketers say they use subject line personalization in over half of their email marketing campaigns. Only 9% say they don’t use personalized subject lines.
Personalization goes far beyond just using names. 80% of customers are more likely to purchase from brands that offer personalized experiences throughout their communications and shopping journey.
90% of email marketing professionals report that using subscriber segmentation to deliver targeted messages increases performance for marketing emails. Targeted messages help increase engagement and conversion rates.
39% of email marketing professionals believe that AI-driven hyperpersonalization will have the biggest effect on email automation campaigns in the coming years. This approach tailors content more precisely to individual user behaviours and preferences.
B2B email marketing statistics
Business-to-business email marketing presents unique challenges and opportunities compared to consumer-focused strategies. These email marketing statistics reveal what’s working in the B2B email space:
42% of B2B marketers say that email produces the best results compared to other marketing channels. This was consistent with the previous year of 2023.
B2B email marketing stats show that email marketing was ranked as the second most effective sales and marketing lead source in the B2B space at 32%. This demonstrates its continued importance in lead generation efforts.
These B2B email marketing statistics illustrate why email continues to be at the heart of business marketing strategies. The higher engagement metrics make it an essential channel for reaching decision-makers effectively.
Summary
Email marketing continues to prove its value with clear, measurable results. Automated workflows like abandoned cart and welcome emails consistently drive high revenue, while personalized content leads to stronger engagement and higher conversions. AI is also starting to play a bigger role, helping marketers save time and work smarter.
For businesses aiming to build long-term customer relationships and sustainable growth, email is still one of the most effective tools available. These email marketing statistics offer a clear direction for where to focus your efforts — and how to refine your strategy to meet the expectations of today’s customers.
Get an Omnisend account today and make email marketing work for your business
Milda is a Senior Content Marketing Manager at Omnisend, with extensive experience in communication, helping brands establish a unique and authentic online presence.
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