Email Marketing Statistics That Will Surprise You in 2025 [New Data]

Email marketing statistics show why this channel stands out as one of the most powerful tools in our digital marketing arsenal. The number of email users worldwide will reach 4.5 billion by 2025. This number will grow to 4.8 billion by 2027. Even with new communication platforms emerging, email's dominance stays strong.

The numbers behind email marketing's success tell an impressive story. Email marketing generates $36 for every $1 spent – a remarkable 3600% ROI. Automated email campaigns bring in 320% more revenue than their non-automated counterparts. These statistics represent real opportunities for businesses of all sizes to build stronger connections with their audience.

People check their emails frequently throughout the day. About 88% of users look at their inbox multiple times daily, while 39% check it 3-5 times per day. Statista expects 361.1 billion emails to be sent globally in 2024. This number should reach 408.2 billion daily emails by 2027.

These numbers explain why 53% of small business owners in the U.S., U.K., Canada, and Australia use email marketing as their main strategy to acquire and retain customers.

This detailed breakdown of the latest email marketing stats will help you understand what these numbers mean for your business in 2025. You'll learn how to utilize these insights to make your email marketing work better.

Email usage in 2025: What the numbers say

The latest email marketing statistics tell an amazing story about global email usage in 2025. People send 376.4 billion emails every day worldwide. Email remains essential for communication even as other messaging platforms gain popularity. These numbers will reach 408.2 billion daily emails by 2027. Let's tuck into the email statistics that paint a picture of today's digital world.

Global email user count and growth

People have adopted email at an incredible pace. The global email user base ranges from 4.6 to 4.83 billion users in 2025. This represents a 7% jump since 2022. The growth continues strong with user numbers expected to hit 5.61 billion by 2030.

Emerging markets propel this growth. India and Nigeria make up 28% of new users. On top of that, older populations are picking up digital communication. The 65+ age group grows at 6.1% CAGR. Remote work and education requirements after the pandemic have sped up email adoption across age groups.

Year-over-year growth stays steady but slows down:

• 2025: 4.83 billion users (4.1% growth vs. 2024)
• 2026: 5.02 billion users (3.9% growth)
• 2027: 5.21 billion users (3.8% growth)

Each user has about 1.86 email accounts. This brings the total email accounts worldwide to roughly 8.3 billion.

How often people check their inbox

People's email checking habits show how much we depend on this tool. Almost everyone looks at their messages daily. Email checking has become one of our most regular digital habits.

The numbers break down like this:

• 39-42% check emails 3-5 times daily
• 27-28% check 10-20 times daily
• 19-22% check over 20 times per day
• 8-8.5% check once a day
• All but 3-3.5% check email daily

This behavior cuts across generations. About 81% of Gen Z members check their email at least once daily. Most professionals start and end their day with email. About 58% look at email first thing in the morning before social media or news. Many review it as their final task before signing off.

Work email volume has reached worrying levels. Office workers get about 121 business-related emails and send around 40 daily. Microsoft's 2025 study shows employees receive 117 emails and 153 Teams messages each day. This creates interruptions every two minutes from digital communications.

Top countries by email volume

The United States leads global email usage with nearly 10 billion emails sent daily. This reflects America's digital-first business culture and large online population.

European countries follow with impressive numbers:

• Germany and Ireland: about 8.5 billion emails daily
• The UK, Netherlands, and France: 8.3 billion emails daily each

Austria, Japan, and India send 8.2 billion emails daily each. Australia completes the top ten with 8.1 billion emails per day. Western countries and tech-savvy Asian nations dominate email volume thanks to their strong digital development.

Monday sees the highest email open rate at 51.9%. Friday drives the best click-through rates at 13.58%. Emails sent at 8 p.m. get the highest open rates (59.46%). The next best times are 2 p.m. and 11 p.m..

Mobile email behavior and its impact

Mobile devices have radically altered email marketing statistics. Smartphones now account for 41.6% of all email opens. Webmail follows at 40.6% and desktop trails at just 16.2%. This change toward mobile involvement means marketers must adapt their strategies. People interact with emails differently on smaller screens than on computers.

Mobile open rates by generation

Age groups play a big role in how people consume mobile email. Young audiences use mobile email more often:

• 40% of people 18 and under open emails on mobile devices first
• 29% of users aged 19-34 check their emails on mobile before anything else
• Only 8% of adults aged 56-67 look at emails on mobile first
• 55% of consumers 56-67 never read email on their mobile first

These patterns go beyond simple open rates. 88.6% of Americans check their phones within ten minutes of waking up. Young generations check their devices more often – about 144 times daily.

Why mobile optimization matters

Poor mobile email design leads to immediate problems. 71.6% of consumers delete emails that don't display well on mobile. Your marketing efforts go to waste. 45% of consumers have stopped subscribing to promotional emails because they or their linked websites didn't work well on smartphones.

34% of recipients have marked promotional emails as spam just because they weren't mobile-friendly. This hurts current campaigns and future delivery rates too.

People respond differently on mobile. Users reply 54% faster from phones than desktops. The average reply time is 28 minutes on mobile versus 62 minutes on desktop. Mobile responses are 60% shorter – just 20 words compared to 60 words from desktops.

Cross-device engagement trends

Email trips now span multiple devices. 23% of consumers who open an email on mobile will open it again later. They often switch to desktop to interact more.

Device switching leads to better results. Readers who reopen mobile emails on desktop are 65% more likely to click through. This shows how device changes associate with stronger intent.

Mobile email checking follows clear patterns. Usage peaks during commutes, breaks, and evenings. Desktop dominates during work hours. Mobile users often read emails in different settings than desktop users – while waiting in line, traveling, or relaxing at home.

Click rates reveal mobile's effectiveness. Though mobile leads in opens, it gets fewer clicks overall. Brands using responsive emails see 40% higher click-to-open rates (14.1%) than those sending non-responsive emails (10.1%).

The numbers make a strong case to optimize for mobile. Companies that time their emails for each user see 23% higher click-to-open rates and 218% more total clicks. Tailored mobile experiences boost conversion rates too. 80% of consumers are more likely to buy from brands that offer personalized experiences.

B2B vs B2C email marketing performance

Email marketing stats show clear differences between B2B and B2C approaches. These numbers paint a picture of how business and consumer audiences interact with email content, setting different success markers for each sector.

Open and click rates comparison

B2B and B2C email campaigns produce different results. Consumer-focused emails get more opens at 19.7%, while business emails see 15.1%. This makes sense since consumer marketing plays on emotions, unlike the careful decision-making in business.

Business emails make up for lower open rates with better engagement. B2B click-through rates reach 3.2-3.28%, which is a big deal as it means that they outperform B2C emails at 2.1-2.88%. Business professionals tend to take action when they open work emails because they're ready to make decisions.

These numbers tell us more about the differences:

Metric	B2B	B2C
Delivery rate	98.16%	97.26%
Click-to-open ratio	21%	10.61%
Revenue importance	59% cite as top channel	59% say influences purchases

Business emails see a 23% higher click-to-open ratio than consumer emails. This suggests that professionals who read business emails are more likely to click through the content.

Newsletter usage in B2B

Newsletters are the life-blood of B2B marketing strategies. About 71% of B2B marketers include email newsletters in their content marketing. This makes newsletters one of the most popular tactics in business marketing.

Numbers back up this popularity – 31% of B2B marketers say newsletters work best for nurturing leads. These emails help support longer sales cycles by delivering valuable educational content consistently.

Research from the Content Marketing Institute shows that three out of four B2B marketers send newsletters and emails that solve business problems. Email engagement ranks among the top metrics for 71% of B2B marketers who track content performance.

Each sector sends emails at different rates. B2B companies typically send one marketing campaign every 25 days. B2C is more frequent – 35% of marketers reach out to customers 3-5 times weekly.

Abandoned cart stats in B2C

Abandoned cart emails give B2C marketers a golden opportunity. These recovery emails see a 50.5% open rate, doubling the usual B2C email opens. They also achieve a 6.25% click rate and convert at 3.33%.

These campaigns bring in serious money. Abandoned cart flows earn $3.65 per recipient on average – 37.74% more than other flows. Top performers push this up to $28.89 per recipient.

Different industries see varying success. Food & beverage leads with 52.16% opens for abandoned cart flows. Sporting goods gets 6.95% clicks, while apparel & accessories converts at 3.42%.

These campaigns work because they reach shoppers at the right time – when they've shown interest in buying. About 60% of shoppers finish their purchase after getting a personalized abandoned cart email. This success rate means abandoned cart emails convert three times better than other automated emails.

B2C emails reach more people, but B2B emails create deeper connections. Understanding these patterns helps marketers set realistic goals and create better strategies for their market.

Email marketing benchmarks by industry

Email marketing success measures serve as vital yardsticks to gage effectiveness in 2025. Your performance compared to others in your sector helps identify ways to improve and set realistic goals.

Companies of all types show notable differences in email marketing statistics that shape strategic decisions. Open rates range from 17% to over 45% based on sector. This shows how audience participation can change based on industry context.

Retail vs tech vs education open rates

Education stands at the top with open rates of 28.5% to 45.32%. This makes it the leader in audience participation. These impressive numbers come from the trust between educational institutions and their audiences.

Tech and IT companies show solid results with average open rates between 22.7% and 38.14%. Software and web apps reach 38.14%, which puts them ahead of many other sectors.

Retail sectors have the lowest open rates among major industries, with numbers from 17.1% to 31.08%. E-commerce averages 31.08%, suggesting better results than general retail.

Here are other strong performers:

• Financial services: 27.1% to 43.26%
• Healthcare: 23.7% to 44.60%
• Nonprofit organizations: 26.6% to 53.21%

Religious organizations lead all sectors with remarkable 59.70% open rates. Travel and transportation lag with just 22.57%.

Click-through and bounce rate differences

Click-through rates (CTR) vary even more between industries. Education leads again with CTRs of 4.4%. Real estate follows at 3.6% and agriculture at 3.4%.

Retail sectors don't deal very well with engagement. They record the lowest average CTR at just 0.7%. These numbers show how industry context shapes how recipients behave beyond opening emails.

Industry	Open Rate	Click-Through Rate	Click-to-Open Rate
Education	28.5-45.32%	4.4%	15.7%
Technology	22.7-38.14%	2.0%	9.8%
Retail	17.1-31.08%	0.7%	5.8%
Healthcare	23.7-44.60%	3.0%	13.4%
Financial	27.1-43.26%	2.4%	10.1%

Click-to-open rates (CTOR) help learn about content impact after emails are opened. Real estate tops the list with 17.2% CTOR. Education follows at 15.7%, suggesting their content gets people to act once opened.

Bounce rates tell different stories across industries. E-commerce emails have the best bounce rates at just 0.57%. Marketing/advertising (1.33%) and computers/electronics (1.4%) face more deliverability challenges.

Your specific industry's measures matter most to optimize campaign performance. A "good" email open rate usually tops 20%, but this number changes by sector. Good click-through rates typically fall between 2-5%, with industry variations.

Industry measures work because they give relevant context. Campaign order rates are this is a big deal as it means that 5x higher for the top 10% of campaigns. Exceptional results are possible whatever your industry—if you know your audience's expectations and behaviors.

Email marketing statistics need their proper context rather than generic averages. This industry-specific view will give a realistic way to set goals and get a full picture of your email marketing program's real performance.

The power of personalization in email

Personalization is the key to email marketing success in 2025. Data shows personalized emails generate 6x higher transaction rates. What started as a nice-to-have feature has become crucial to boost engagement and revenue growth.

Consumer expectations for personalization

Modern consumers need personalized interactions more than ever before. A remarkable 71% of consumers expect companies to deliver individual-specific experiences. The data shows 76% feel frustrated when companies fail to deliver this. This isn't just about priorities – 72% of consumers want businesses to see them as individuals and know their interests.

Meeting these expectations brings significant rewards:

• 80% of customers buy more from brands that create individual-specific experiences
• 76% say personalized messages make them think about a brand
• 78% are likely to buy again after receiving personalized content

A significant gap exists here. Only 5% of companies go all-in on personalization. Yet 91% of consumers say they shop more with brands that show relevant offers and recommendations.

Segmentation and its effect on open rates

Email segmentation splits audiences into groups with common traits. This enables truly customized communication. Numbers prove its worth – segmented emails get 15% higher read rates and about 63% higher click-through rates than regular campaigns.

Results get better with smart implementation. Personalized emails show 27% higher unique click rates and 11% higher open rates compared to standard messages. Subject lines with recipient names are 26% more likely to be opened.

Data confirms smaller, focused segments work better. Companies that master segmentation earn 40% more revenue. Advanced demographic targeting works by looking at life stage, language choices, and behavior patterns to maximize results.

Examples of personalized campaigns

Leading brands use personalization creatively. Sephora groups customers based on what they buy and like. This makes promotions feel personal while boosting marketing results. Netflix takes it further by adding names to recommendations with messages like "John, here are shows you might like…".

Cart abandonment emails shine as a personalization strategy. These emails achieve a 50.5% open rate—doubling the average B2C email open rate. Birchbox automatically sends emails when shoppers leave items in their cart.

Birthday emails create strong connections. H&M sends special birthday discount codes to make customers feel valued. Zalando shows products people viewed but didn't buy. This keeps items fresh in mind and brings customers back.

Top campaigns mix different data sources. Starbucks leads by combining loyalty program purchases, mobile app usage, and social media activity. This creates highly targeted email offers.

What drives engagement and unsubscribes

Email marketers need to understand what makes people click or ignore their messages to succeed in 2025. People's attention spans keep getting shorter, so knowing exactly what drives engagement can make a huge difference in campaign results.

Top reasons people open emails

The sender name stands out as the main reason people open emails. Research shows 64% of subscribers consider this their biggest motivation to engage. This familiarity proves more powerful than subject lines, special offers, or preview text. Recipients are most likely to open marketing emails that match their interests at the time they receive them.

Subject lines play a crucial role too, with 35% of recipients making their decision based on this element alone. Short subject lines between 6-10 words are a big deal as it means that they achieve a 21% open rate. Adding personal touches beyond just using someone's name ranks second in getting people to open emails.

Why users unsubscribe

People leave email lists because they feel bombarded – 69% say businesses send too many messages. The content itself matters too, as 56% unsubscribe when they lose interest in what they receive. About 51% drop off because the content doesn't match what they expected to get.

Bad timing with emails drives people away in businesses of all sizes. Mailjet's research confirms that excessive messaging tops the list of reasons why subscribers leave. Your email strategy needs a serious review if unsubscribe rates go above 2%.

Best practices for CTAs

CTAs are the foundations of turning engagement into actual conversions. Smart marketers know this – 73% stick to just 1-2 CTAs per email. They understand that giving too many options creates confusion instead of action.

The best CTAs share three key features: they're clear, use compelling words, and look great. Good CTAs leave no doubt about what to do next and use action words that make people want to click right away. Location matters too – put CTAs where they're easy to spot, either at the top or near the end of your email.

Results improve when CTAs match how recipients behave across different channels. Testing different versions helps you learn about what works best with your audience.

Conclusion

Email marketing stands as the most powerful digital channel in 2025. It delivers exceptional ROI and involves audiences across industries. The statistics in this piece clearly show why businesses should keep investing in this strategy even as newer communication platforms emerge.

In spite of that, success doesn't happen by itself. These impressive numbers—4.5 billion global users, 3600% ROI, and billions of daily emails—represent opportunities that need strategic approaches.

Without doubt, mobile optimization plays a critical role since over 41% of all email opens happen on smartphones. Companies that don't create responsive designs risk losing their audience, while those who adapt see dramatic improvements in engagement and conversions.

On top of that, marketers who understand the distinct differences between B2B and B2C email performance can set appropriate standards. B2C emails typically see higher open rates, while B2B communications generate deeper engagement through better click-through and click-to-open ratios.

Industry standards vary dramatically. The education sector leads with impressive open rates that exceed 45% in some cases, while retail sectors face more challenges with engagement. These variations highlight the importance of comparing your performance against industry-specific standards instead of generic averages to learn about meaningful insights.

Personalization has evolved from a nice feature into an absolute necessity. Data shows that personalized emails produce six times higher transaction rates, yet few companies implement detailed personalization strategies.

This gap creates a significant competitive advantage for businesses that segment their audiences effectively and deliver truly customized content.

Email marketing statistics tell a clear story—this channel works exceptionally well with proper execution. Email's effectiveness continues to grow rather than diminish, despite existing for decades. Smart marketers who track these numbers, optimize their campaigns, and consistently deliver value will continue to see impressive results well beyond 2025.

FAQs

Q1. How effective is email marketing in 2025?

Email marketing remains highly effective in 2025, generating an average return of $36 for every $1 spent, which is a 3600% ROI. With nearly 4.5 billion email users worldwide, it continues to be one of the most powerful digital marketing channels.

Q2. What percentage of emails are opened on mobile devices?

In 2025, 41.6% of all email opens occur on mobile devices. This shift towards mobile engagement has significant implications for email marketing strategies, as users interact differently with emails on smaller screens compared to desktop computers.

Q3. How do B2B and B2C email marketing performance differ?

B2C emails typically have higher open rates (19.7%) compared to B2B emails (15.1%). However, B2B emails demonstrate stronger engagement with higher click-through rates (3.2-3.28%) compared to B2C emails (2.1-2.88%). This reflects the more focused, action-oriented nature of business email consumption.

Q4. What impact does personalization have on email marketing?

Personalization has a significant impact on email marketing effectiveness. Personalized emails produce 6 times higher transaction rates compared to non-personalized messages. Additionally, emails with personalized subject lines are 26% more likely to be opened.

Q5. What are the main reasons people unsubscribe from email lists?

The primary reason for unsubscribing is receiving too many emails, with 69% of users citing this as their main concern. Other significant factors include content no longer being relevant (56%) and the content not meeting expectations set during sign-up (51%).