Email Statistics Every Marketer
Should Know and How
They Can Help You Achieve Better Results
2025 Email Marketing Benchmarks: Key Stats to Improve Your Strategy Now
Here’s a breakdown of the email marketing statistics that matter the most in 2025, and how they can help you improve your marketing results.
Email is Still King: Usage and ROI
Before you fine-tune your tactics, it’s worth stepping back to appreciate just how powerful and far-reaching email marketing really is.
1. There are more than 4.6 billion email users worldwide.
According to recent estimates, email continues to be one of the most widely used digital communication tools on the planet. The total pool represents more than half of the world’s population – a massive opportunity for marketing teams who get it right.
2. Email marketing delivers an average ROI of $42 for every $1 spent.
That’s not a typo. Few marketing channels come close to email in terms of ROI. When done well, email allows for personal, scalable communication that drives conversations without breaking the bank.
89% of marketers use email as their primary channel for generating leads and 82% of marketers worldwide use email.
Takeaway: It’s clear to see that email isn’t going anywhere. If anything, it’s more valuable than ever in an overly crowded digital landscape.
Engagement is Everything: Open and Click Rates
Your emails are only as effective as the engagement they drive, and these stats reveal how well your messages are connecting with audiences.
4. Average open rates in 2025 are around 34%.
While this number varies by industry, list health, subject line effectiveness, and other variables, overall open rates have remained relatively strong. This is even after Apple’s Mail Privacy Protection (MPP) reshaped how we measure them.
5. The average click-through rate (CTR) is almost 3%.
6. Personalized emails deliver 26% higher open rates and 6x more transaction rates.
Segmentation and personalization aren’t optional – they’re expected. Tailoring content to user behavior, location, or preferences leads to stronger performances across the board.
Takeaway: Open rates are a good starting point, but click rates, and ultimately, conversions, should be your best metrics for success. Segment your list, personalize your content, and test frequently.
Mobile Matters
With more users than ever checking email on the go, designing with mobile in mind is no longer optional – it’s essential.
7. 46% of all email opens now happen on mobile devices.
8. Emails with responsive design see 15% higher click-through rates.
Takeaway: Always preview your emails on mobile devices. Make sure your content loads quickly, looks great, and leads to a mobile-optimized landing page.
Timing and Frequency
9. The best days to send marketing emails are Tuesday and Thursday.
While results may vary by audience, studies show that these two days consistently perform well for opens and clicks. It may be wise to avoid Mondays (too busy) and Fridays (weekend mode).
10. Emails sent between 9:00 a.m. and 11:00 a.m. tend to have the highest engagement.
11. 43% of consumers say they want to hear from brands at least once a week.
Frequency fatigue is real, but so too is invisibility. The key is finding your ideal cadence. Too little and they might forget you. But too much, and they’ll unsubscribe.
Takeaway: Let the data guide your send timing and frequency but also pay attention to audience preferences and behavior. Consider A/B testing at different times and days to find the ideal window.
Automation, Segmentation, and Behavior-Based Strategies
Smart marketers are using data and technology to scale relevance and performance—here’s how automation is driving better results.
12. Automated emails average 70.5% higher open rates and 152% higher click-through rates.
13. Marketers who use automation are 46% more likely to report strong marketing ROI.
14. Marketers who use segmented campaigns see a 760% increase in revenue.
15. Segmented emails drive 30% more opens and 50% more click throughs than unsegmented ones.
By tailoring content to specific audience interests or behaviors, segmented campaigns consistently outperform generic sends in both engagement and conversion metrics.
Takeaway: Email marketing is no longer about one-size-fits-all. Automation and segmentation are the new standard and email service providers that offer built-in AI tools give marketers a real competitive advantage.
Consumer Preferences and Privacy
16. 63% of users say they prefer to receive promotional messages via email over any other channel.
Email clearly beats social media, SMS, and direct mail since it’s permission-based, unobtrusive, and easy to access.
17. 81% of consumers say trust in a brand influences whether they open marketing emails.
Permission and transparency are critical, so make sure your signup process is clear, honor unsubscribe requests, and avoid misleading subject lines or bait-and-switch tactics.
Takeaway: Respect for privacy builds long-term trust. Partner with an ESP that supports compliance and makes it easy to manage preferences and permissions.
Final Thoughts
WhatCounts helps marketers deliver better emails, smarter segmentation, and stronger results, without the guesswork. With built-in analytics, automation tools, and mobile-optimized templates, you’ll have everything you need to boost performance and grow your business through better email marketing.