Key Insights
Essential data points from our research
For every $1 spent on email marketing, the average return on investment is $36
59% of respondents say marketing emails influence their purchase decisions
Email marketing revenue is estimated to reach $17.9 billion by 2027
The average email open rate across all industries is 21.33%
Welcome emails have an incredible open rate of 50%
The average click-through rate (CTR) for emails is 2.62%
Segmented campaigns have a 14.31% higher open rate than non-segmented campaigns
Marketers who use segmented campaigns note as much as a 760% increase in revenue
Personalized subject lines increase open rates by 26%
41.9% of emails are opened on mobile clients
Apple Mail (iPhone and Mac) accounts for nearly 58% of email market share
23% of consumers who open an email on a mobile device will open it again later
Tuesday is often cited as the best day of the week to send emails
11:00 AM is statistically the best time to send emails for highest open rates
Subject lines with 6 to 10 words have the highest open rate
Content & Tactics
- 1Tuesday is often cited as the best day of the week to send emails
- 211:00 AM is statistically the best time to send emails for highest open rates
- 3Subject lines with 6 to 10 words have the highest open rate
- 4Using emojis in subject lines can increase open rates by 56%
- 5Subject lines that include a question have a 44% higher open rate than those that don't
- 6Emails with "fw:" in the subject line are 17% less likely to be opened
- 741% of marketers say keeping emails short and sweet contributes most to success
- 8Including the word "newsletter" in a subject line decreases the open rate by 18.7%
- 9Fridays have the highest click-through rates at 2.7%
- 10Emails sent at 4 AM have a surprisingly high open rate due to top-of-inbox morning placement
- 11Subject lines containing "urgent", "important", or "alert" have higher open rates
- 12User-generated content in emails increases click-through rates by 73%
- 13Emails containing a countdown timer can increase conversions by 400%
- 14Subject lines that create a sense of curiosity get a 22% higher open rate
- 15"Free" in the subject line can attract more opens but may increase spam complaints
- 16Capitalizing the subject line completely reduces the response rate by 30%
- 17Plain text emails often perform better for B2B with a higher click-to-open rate than HTML
- 18Including a video thumbnail instead of a direct video embed improves user experience and clicks
- 19Testimonials in email copy increase sales conversion by about 34%
- 2069% of recipients say they report email as spam based solely on the subject line
Interpretation
If you want your emails opened instead of reported, keep subject lines concise and curiosity-driven at six to ten words, aim for around 11:00 AM on Tuesday or a sneaky 4:00 AM top-of-inbox send, add an emoji or a question for big lifts, never use 'fw:', all caps or 'newsletter', use "urgent" or "important" sparingly and "free" with caution, and boost clicks and conversions with user-generated content, testimonials, video thumbnails and countdown timers.
Engagement Metrics
- 1The average email open rate across all industries is 21.33%
- 2Welcome emails have an incredible open rate of 50%
- 3The average click-through rate (CTR) for emails is 2.62%
- 4Government related emails have the highest open rate at 28.77%
- 5Emails sent by hobbies and entities industries have the highest click rate at 5.01%
- 647% of email recipients open an email based on the subject line alone
- 7The average unsubscribe rate across all industries is 0.26%
- 8Triggered emails have a 70.5% higher open rate than regular newsletters
- 9Video in email can increase click-through rates by up to 300%
- 10Interactive email content increases the click-to-open rate by 73%
- 11The average bounce rate for email campaigns is roughly 0.7%
- 12Providing a double opt-in process often results in higher engagement rates over time
- 13Click-through rates in the education industry average around 4.4%
- 14Real estate sees a lower average open rate of approximately 17%
- 15Including social sharing buttons in emails increases CTR by 158%
- 16Emails with a single call to action increased clicks 371% and sales 1617%
- 1769% of email recipients report email as spam based solely on the subject line
- 18The average click-to-open rate (CTOR) is approximately 10.5%
- 19Adding a GIF to an email can increase click-through rates by 42%
- 20Non-profit organizations see an average open rate of 25.17%
Interpretation
Email is like a good handshake: with an average open rate of about 21.33% but subject lines alone driving 47% to open and 69% to flag as spam, welcome and triggered emails (roughly 50% opens and 70.5% higher opens) consistently outperform, while video, GIFs, interactivity, a single call to action and social sharing buttons can multiply clicks and CTOR by tens to hundreds of percent; low unsubscribe (0.26%) and bounce (0.7%) rates plus double opt-in practices show that permission-based, tightly targeted campaigns—especially in government, nonprofit and hobby niches where engagement is strongest—deliver the best results even as sectors like real estate lag.
Mobile & Technology
- 141.9% of emails are opened on mobile clients
- 2Apple Mail (iPhone and Mac) accounts for nearly 58% of email market share
- 323% of consumers who open an email on a mobile device will open it again later
- 4Emails not optimized for mobile devices get deleted by 80.3% of users
- 5Gmail accounts for roughly 28% of the global email client market share
- 660% of smartphone users have contacted a business directly using the search results such as the "click to call" option in an email
- 735% of business professionals check email on a mobile device
- 8Implementing a responsive email design can increase mobile clicks by 15%
- 9Mobile users check their email 3x more often than non-mobile users
- 1040% of consumers say that they have at least 50 unread emails in their inbox, mostly monitored via mobile
- 11About 3 in 5 consumers check their email on the go (mobile) and 75% of them use their smartphones most often to check email
- 12Android devices account for only about 2-3% of opened emails due to image blocking settings
- 13Dark mode is used by approximately 35% of email users, requiring specific design optimization
- 1452% of customers are less likely to engage with a company because of bad mobile experience
- 1556% of email users on mobile unsubscribe from emails that don’t look good on their screen
- 16Launching a mobile-responsive email design increased unique mobile clicks by 15%
- 1742.3% of consumers will delete an email if it’s not optimized for mobile
- 18Outlook accounts for roughly 4% of the email client market share
- 1970% of consumers delete emails immediately that don’t render well on a mobile device
- 20The iPhone is the most popular mobile device for opening emails
Interpretation
Think of your email as a tiny storefront on a phone screen: with Apple iPhone users dominating opens, mobile users checking email far more often and large numbers deleting or unsubscribing when messages do not render, investing in responsive, image friendly and dark mode aware design can boost mobile clicks by about 15 percent and turn on‑the‑go opens into immediate customer actions.
Personalization & Segmentation
- 1Segmented campaigns have a 14.31% higher open rate than non-segmented campaigns
- 2Marketers who use segmented campaigns note as much as a 760% increase in revenue
- 3Personalized subject lines increase open rates by 26%
- 4Emails with personalized message bodies have a 32.7% better response rate
- 580% of customers are more likely to make a purchase from a brand that provides personalized experiences
- 674% of marketers say targeted personalization increases customer engagement
- 7Abandoned cart emails result in a 4.64% conversion rate
- 8Birthday emails generate 342% higher revenue per email than promotional emails
- 950% of companies feel they can increase interaction within email by increasing personalization
- 10Using a specific person's name in the "from" name effects open rates positively for 68% of Americans
- 1155% of consumers believe that targeted promotions and discounts would create a more enjoyable email experience
- 1239% of marketers reported that they never personalize their emails
- 13Sending 3 abandoned cart emails results in 69% more orders than a single email
- 14Segmented email campaigns see 100.95% higher clicks than non-segmented campaigns
- 1560% of retail, e-commerce, and consumer goods and services companies personalize emails based on past purchases
- 16Only 4% of marketers use highly personalized targeting data like LTV or credit history
- 1766% of marketers are working toward securing internal resources to execute personalized email programs
- 1882% of marketers report using personalization in their email marketing strategy
- 19Transactional emails (which are highly personalized) get 8x more opens and clicks than any other type of email
- 2072% of consumers say they only engage with marketing messages that are customized to their specific interests
Interpretation
If your email strategy still treats everyone the same your competitors will thank you because segmented and personalized campaigns drive dramatically higher opens, clicks, responses and revenue, transactional, birthday and abandoned-cart messages outperform generic promos, and while most marketers are moving toward personalization many still underuse advanced targeting so investing in tailored emails is the fastest route to more engagement and sales.
ROI & Strategy
- 1For every $1 spent on email marketing, the average return on investment is $36
- 259% of respondents say marketing emails influence their purchase decisions
- 3Email marketing revenue is estimated to reach $17.9 billion by 2027
- 431% of B2B marketers say email newsletters are the best way to nurture leads
- 581% of SMBs rely on email as their primary customer acquisition channel
- 6Automated email campaigns account for 21% of email marketing revenue
- 764% of small businesses use email marketing to reach customers
- 8Email serves as the main retention tactics for 80% of retail professionals
- 973% of millennials identify email as their preferred means of business communication
- 1037% of brands are increasing their email marketing budget
- 1187% of B2B marketers say email is one of their top free organic distribution channels
- 124 out of 5 marketers said they’d rather give up social media marketing than email marketing
- 13Shoppers who buy from products in email spend 138% more than those who do not receive email offers
- 14Conversion rates for emails are higher than social media, direct traffic, and search
- 1599% of email users check their inbox every single day
- 1633% of marketers send weekly emails and 26% send emails multiple times per month
- 1778% of marketers have seen an increase in email engagement over the last 12 months
- 18Brands that include an A/B test in their emails generate an ROI of 48:1
- 1918% of companies achieve ROI greater than $70 per $1 invested
- 20The global number of email users is set to grow to 4.6 billion users in 2025
Interpretation
Email is marketing's quietly dominant workhorse: with an average $36 return for every dollar spent, 99 percent of users checking their inbox daily, shoppers who buy from email spending 138 percent more, a global audience approaching 4.6 billion and revenues headed to $17.9 billion by 2027, it proves to be the preferred, top-performing channel for acquisition, retention and B2B nurturing, which is why brands are boosting budgets, automating and A/B testing to squeeze even more ROI.
