Key Insights
Essential data points from our research
For every $1 spent on email marketing, the average return on investment is $42
Email marketing creates $36 for every $1 spent according to Litmus
18% of companies achieve an ROI greater than $70 per $1 spent
Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns
Determining the target audience through segmentation improves revenue by 760%
Emails with personalized subject lines are 26% more likely to be opened
Automated emails generate 320% more revenue than non-automated emails
Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns
Sending 3 abandoned cart emails results in 69% more orders than a single email
B2B email marketing campaigns see an average click-through rate of 5%
The average open rate for B2C emails is 19.7% while B2B covers around 15.1%
85% of B2B marketers utilize email software for content distribution
Mobile clients account for 41.9% of all email opens
Launching a mobile-responsive email design can increase unique mobile clicks by 15%
Adding video to your email can increase click rates by 300%
Automation & AI
- 1Automated emails generate 320% more revenue than non-automated emails
- 2Welcome emails generate 4x more opens and 5x more clicks than regular email marketing campaigns
- 3Sending 3 abandoned cart emails results in 69% more orders than a single email
- 4Transactional emails have 8x more opens and clicks than any other type of email and can generate 6x more revenue
- 5Automation causes lost cart recovery emails to earn back 3% to 14% of lost sales
- 651% of companies are currently using email automation
- 7Triggered emails have a 70.5% higher open rate than regular emails
- 8Automated welcome emails bring in 320% more revenue per email than other promotional emails
- 9Use of AI in email marketing increased revenue by 41% for top-performing companies
- 1030% of professionals said the biggest benefit of marketing automation was the time saved
- 11Abandoned cart emails have an impressive 45% open rate
- 12Triggered email messages average 70.5% higher open rates and 152% higher click-through rates than usual marketing messages
- 1347% of marketers are sure that automation is worth the price
- 14Companies using automation for email see a 53% higher conversion rate
- 15Providing a series of 3 welcome emails increases revenue by 90% compared to a single welcome email
- 16Marketing automation drives a 14.5% increase in sales productivity
- 17Businesses that use automation to nurture prospects experience a 451% increase in qualified leads
- 1889% of marketers said the content of their automated campaigns is more important than the quantity
- 1921% of email marketing revenue is attributed to automated campaigns
- 20AI-optimized subject lines can increase open rates by 5-10%
Interpretation
Email automation is essentially your 24/7 highest-performing salesperson: well-timed triggered, transactional and welcome sequences—especially three-part welcome and abandoned-cart flows—produce dramatically higher opens, clicks and conversions (welcome emails 4x opens/5x clicks and 320% more revenue per email; transactional emails 8x engagement), recover lost sales (3–14%), lift orders (three abandoned-cart emails = 69% more orders), drive about 21% of email revenue, increase conversions and qualified leads by large margins, save marketers time, and—when combined with AI-optimized subject lines that add 5–10% to opens—can boost top performers’ revenue by about 41%, which helps explain why 51% of companies use automation, 47% see it as worth the price, and 89% say the content of automated campaigns matters most.
B2B, B2C & Industry Specifics
- 1B2B email marketing campaigns see an average click-through rate of 5%
- 2The average open rate for B2C emails is 19.7% while B2B covers around 15.1%
- 385% of B2B marketers utilize email software for content distribution
- 4The Not-for-Profit industry has the highest email open rate at 25.17%
- 593% of B2B marketers use email to distribute content
- 664% of B2B marketers say their email strategy was effective for meeting business goals
- 7Ecommerce customers who receive multiple abandoned cart emails are 2.4 times more likely to complete the purchase
- 859% of B2B marketers say email is their most effective channel for revenue generation
- 9Retail companies have an average email open rate of 12.6%
- 1031% of B2B marketers say email newsletters are the best way to nurture leads
- 11The travel industry sees an average email open rate of 20.2%
- 1240% of B2B marketers say email newsletters are critical to their content marketing success
- 13Real estate emails have a click-to-open rate of 17.7%
- 14Software and Technology emails have an average bounce rate of 0.9%
- 1590% of content marketers say email engagement is the top metric they track to measure performance
- 16Government and politics emails have the highest open rate of 28.77%
- 1730% of US retail email list subscribers have purchased from the retailer whose email they subscribed to
- 1877% of B2B buyers prefer to be contacted by email
- 19Health and Fitness emails see an average open rate of 21.48%
- 2080% of retail professionals indicate that email marketing is their greatest driver of customer retention
Interpretation
These stats make one thing clear: email is the marketing workhorse, with B2B campaigns averaging a 5% click-through rate and 15.1% opens versus 19.7% for B2C, 85 to 93% of B2B marketers using email for content distribution, 77% of buyers preferring email contact, 59% calling it their top revenue channel and 64% saying it meets business goals, industry open rates peaking in government and politics at 28.77% and not-for-profits at 25.17% while retail lags at 12.6%, real results like a 2.4x lift from abandoned-cart follow ups and 30% of retail subscribers buying from the retailer, and 90% of content marketers tracking email engagement, so if your strategy does not prioritize smart, measured newsletters and automated sequences you are basically leaving predictable revenue on the table.
General ROI Overview
- 1For every $1 spent on email marketing, the average return on investment is $42
- 2Email marketing creates $36 for every $1 spent according to Litmus
- 318% of companies achieve an ROI greater than $70 per $1 spent
- 4Email marketing revenue is estimated to reach 17.9 billion USD by 2027
- 559% of marketers say email is their biggest source of ROI
- 6Email is 40 times more effective at acquiring new customers than Facebook or Twitter
- 7Consumers who purchase outcome products through email spend 138% more than those that do not receive email offers
- 8Small businesses estimate their email marketing ROI to be around 122%
- 973% of millennials identify email as their preferred means of business communication
- 1080% of business professionals believe that email marketing increases customer retention
- 1160% of consumers state they have made a purchase as the result of a marketing email
- 1299% of consumers check their email every day
- 1337% of respondents named email as the most effective channel for customer loyalty and retention
- 1478% of marketers have seen an increase in email engagement over the last 12 months
- 154.24% of visitors from email marketing make a purchase compared to 2.49% from search engines
- 16Email marketing is used by 82% of B2B and B2C companies
- 1750% of people buy from marketing emails at least once a month
- 184-5% of visitors to your site via email will convert into customers immediately
- 1929% of marketers rate email marketing as the most effective marketing channel
- 2081% of SMBs rely on email as their primary customer acquisition channel
Interpretation
Think of email as your marketing ATM, because the average dollar you spend can come back multiplied many times over, it outperforms social for new customer acquisition, boosts order value and retention, is checked daily by nearly everyone, and remains the primary, high-converting channel for countless businesses, so treating it as optional is basically leaving money on the table.
Mobile & Engagement Metrics
- 1Mobile clients account for 41.9% of all email opens
- 2Launching a mobile-responsive email design can increase unique mobile clicks by 15%
- 3Adding video to your email can increase click rates by 300%
- 4Emails with emojis in the subject line have a 56% higher open rate
- 5Interactive email content increases the click-to-open rate by 73%
- 623% of consumers who open an email on a mobile device open it again later
- 769% of mobile users delete emails that aren't optimized for mobile
- 8Including a call to action button instead of a text link can increase conversion rates by 28%
- 9Emails formatted for mobile devices generate a 56.46% increase in unique clicks
- 10Using the word "video" in an email subject line boosts open rates by 19%
- 1142.3% of consumers will delete an email if it is not optimized for mobile
- 12Emails containing GIFs see an increase in click-through rates of 42%
- 13Monday emails have the highest open rate at 22.0%
- 1488% of smartphone users actively check their inbox on their phones
- 15Countdown timers in emails can increase revenue by 9%
- 161 in 5 email campaigns is not optimized for mobile devices
- 17Users spending time reading email on mobile increased by 40% among ages 14-18
- 18Apple iPhone is the most popular email client with 28% of opens
- 19Including social sharing buttons in emails increases click-through rates by 158%
- 20Emails sent at 11 AM EST tend to result in the highest open rates
Interpretation
With mobile accounting for about 42% of opens and 88% of users checking email on their phones, marketers who ignore mobile optimization risk losing nearly half their audience and seeing mass deletions, while those who treat emails like tiny storefronts rather than outdated brochures by prioritizing mobile-responsive design and adding proven engagement boosters such as video (which can increase clicks by 300% and lift subject-line opens by 19%), emojis (plus 56% opens), GIFs (plus 42% CTR), interactive content (plus 73% click-to-open), clear CTA buttons (plus 28% conversions), countdown timers (plus 9% revenue) and social sharing buttons (plus 158% CTR) can turn messages into powerful revenue drivers, especially when sent during peak windows like Monday around 11 AM EST.
Personalization & Segmentation
- 1Segmented email campaigns have an open rate that is 14.32% higher than non-segmented campaigns
- 2Determining the target audience through segmentation improves revenue by 760%
- 3Emails with personalized subject lines are 26% more likely to be opened
- 4Personalized emails deliver 6x higher transaction rates
- 5Marketers who use segmented campaigns note as much as a 760% increase in revenue
- 674% of marketers say targeted personalization increases customer engagement
- 7Using a specific person’s name in the "from" line increases open rates by 35%
- 882% of marketers reported an increase in open rates through personalization
- 958% of revenue is generated by segmented and targeted emails
- 10Personalized calls to action convert 202% better than default versions
- 1139% of marketers who segmented their email lists experienced better open rates
- 12Segmented campaigns see 100.95% higher click-through rates than non-segmented campaigns
- 13Birthday emails generate 342% higher revenue per email than promotional emails
- 1455% of consumers like email messages containing relevant products and offers
- 1584% of consumers say being treated like a person specifically via personalization is very important to winning their business
- 1650% of companies feel they can increase interaction within email by increasing personalization
- 1772% of consumers say they only engage with messaging that is customized to their specific interests
- 18Emails with personalized subject lines generate 50% higher open rates
- 1991% of consumers are more likely to shop with brands that provide relevant offers and recommendations
- 20Segmentation results in 39% lower unsubscribe rates
Interpretation
These stats are a blunt reminder that segmenting and personalizing emails, from subject lines and sender names to CTAs and birthday offers, doesn't just nudge metrics but turbocharges them: 50% higher open rates, 100% higher click-throughs, six times the transaction rate and up to 760% more revenue, so any marketer not obsessing over personalization is leaving serious money on the table.
