Picture this: It’s 8:17 a.m. on a Tuesday. You’re sipping your coffee, scrolling through your inbox, and—bam—there it is. Another email from your favorite brand. But this one? The subject line is spot-on, the offer is tailored just for you, and you actually want to click. You’re not alone. In 2025, email marketing is more alive (and lucrative) than ever, cutting through the digital noise with a direct line to billions of inboxes worldwide.
As someone who’s spent years building SaaS and automation products—and now as the co-founder of , an AI Web Scraper that helps businesses harness the freshest data—I’ve seen firsthand how fast email marketing evolves. The stats in this post? Every single one was sourced using Thunderbit’s AI Web Scraper, so you’re getting the most up-to-date, comprehensive, and, dare I say, click-worthy insights for your next campaign.
Ready to see what’s really happening in email marketing this year? Let’s dive into the numbers, trends, and a few fun surprises that will make you rethink your next “send.”
10 Must-Know Email Marketing Statistics for 2025
Let’s kick things off with the most jaw-dropping, share-worthy stats you’ll want to drop in your next team meeting (or just use to win a marketing trivia night):
- 4.6 billion — That’s the projected number of email users worldwide in 2025, meaning over half the planet checks email ().
- 376 billion — The number of emails sent per day globally in 2025, on track to hit 408 billion by 2027 ().
- $36–$40 — The average ROI for email marketing: for every $1 spent, you get $36–$40 back ().
- 99% — Nearly all email users check their inbox daily, with many checking 10+ times a day ().
- 26.6% — The average email open rate in 2024, up 6% year-over-year ().
- 50% — Half of consumers have made a purchase directly from a marketing email in the past year ().
- 75% — Three in four Gmail users read emails on mobile devices ().
- 42% — More than 42% of users will delete an email if it doesn’t display correctly on their phone ().
- 760% — Marketers who segment their lists see up to a 760% increase in email revenue ().
- 37% — Automated emails account for 37% of all email-generated revenue, despite being a small fraction of total volume ().
And that’s just the appetizer. Let’s dig into the full spread.
Global Email Usage: How Big Is the Email Audience in 2025?
Email isn’t just surviving—it’s thriving. In 2025, the number of email users is soaring toward , which is about 56–57% of the world’s population (). By 2027, we’re looking at nearly 4.85 billion users.
Not only are more people using email, but the average person now maintains , leading to 7–8 billion accounts globally. Gmail dominates with , while Apple’s Mail app holds about .
And the daily email traffic? Staggering. In 2025, we’re sending and receiving over . The U.S. alone is responsible for .
Email Usage by Demographics
- 79% of Millennials and 57% of Gen Z say they like being contacted by brands via email (.
- 74% of Baby Boomers consider email the most personal channel for brand messages (.
- 88–99% of people open their email at least once daily (, and 55% check email before anything else online (.
- Over half of all users primarily check email on a mobile device (.
No matter your target audience, email is still the universal passport to digital communication.
Email Marketing ROI Statistics: Why Email Still Delivers
Let’s talk money. Email marketing continues to deliver an : for every $1 spent, you get $36–$40 back. That’s a 3600%–4000% return, leaving paid search and social media in the dust ([EmailMonday]）(https://www.emailmonday.com).
- Email drives 25–30% of revenue for many companies (.
- The median ROI is 122%, four times higher than other channels.
- 18% of companies see an ROI greater than $70 per $1 invested.
- Retail, e-commerce, and consumer goods average a 4500% ROI (.
- 59% of B2B marketers say email is their most effective channel for generating revenue (.
Why is email so effective? Low cost, high engagement, and the ability to reach an already-interested audience again and again.
ROI Benchmarks by Industry
| Industry | Average ROI |
|---|---|
| Retail/E-commerce | ~4500% |
| Marketing/Advertising | ~4200% |
| Software/Tech (B2B) | ~3600% |
| Media/Events | ~3200% |
Factors that boost ROI? List quality, frequency, content strategy, and especially automation and segmentation. Fun fact: businesses that rigorously A/B test their emails see an .
Email Engagement: Open Rates, Clicks, and Conversion Trends
Engagement is the name of the game. Here’s how email is performing in 2025:
- Open Rates: Average is , with some industries hitting 32.5% (.
- Click-Through Rates (CTR): Around (of total recipients).
- Conversion Rates: Typical is 1–2%, but the average conversion rate from email traffic is —higher than search (2.49%) and social (0.59%).
Privacy changes, like Apple’s Mail Privacy Protection, have muddied open rate metrics, so marketers are shifting focus to clicks, conversions, and “read time” as more reliable engagement indicators (.
Factors Impacting Engagement
- Subject Lines: Personalized subject lines can , and 73% of marketers say emojis in subject lines can improve performance.
- Sender Reputation: People open emails from brands they trust—keep your “From” name clear and your sender reputation clean.
- Content Quality: .
- Design: 42% will delete an email that’s not mobile-friendly (.
- Timing: Send when your audience is most likely to check their inbox (more on this below).
Personalization & Segmentation: The Secret to Higher Email ROI
Personalization isn’t just a buzzword—it’s the secret sauce. In 2025:
- 80% of consumers are more likely to buy from a company that offers a tailored experience (.
- Personalized emails drive 6× higher conversion rates (.
- 77% of marketers use email to send personalized content.
Segmentation Strategies That Work
- Demographic Segmentation: 66% of marketers personalize by age (.
- Behavioral Segmentation: Marketers who segment by behavior see a .
- Dynamic Content & AI Personalization: Brands using dynamic content see a .
Personalization must be done thoughtfully—use data responsibly and make sure your emails feel like they were written just for the recipient. When in doubt, remember: 88% of consumers look more favorably on emails that seem personal (.
Mobile Email Marketing: Stats on the Move
We live in a mobile-first world, and email is no exception:
- 41–61% of email opens happen on mobile (; .
- 85% of users access their inbox on mobile at least some of the time.
- 75% of Gmail users read emails on smartphones or tablets.
- 42.3% of users will delete emails that aren’t mobile-optimized.
Responsive design isn’t just nice to have—it’s essential. Launching a mobile-responsive email can increase unique mobile clicks by .
Mobile vs. Desktop: Where Are Your Emails Read?
| Device | Open Rate | Conversion Rate |
|---|---|---|
| Mobile | Higher | 1.3% |
| Desktop | Lower | 3.8% |
- Tip: Design for mobile first—shorter subject lines, clear CTAs, and fast-loading images.
Email Subject Lines: What Gets Opened in 2025?
The subject line is your email’s first impression. In 2025:
- Optimal length: 43–44 characters (about 7–10 words) (.
- Power words: “Video” in the subject boosts open rates by 19% and click rates by 65%.
- Emojis: 73% of marketers believe emojis improve performance; emails with emojis can see up to a 39% open rate.
- Personalization: Adding a recipient’s name can lift opens by 10–26%.
- Clarity vs. Curiosity: Both work—test which resonates with your audience.
A/B Testing and Subject Line Optimization
- 65% of marketers test subject lines in more than half their campaigns (.
- Businesses that frequently A/B test see an .
- 69% of recipients will report an email as spam based solely on the subject line if it looks suspicious or irrelevant (.
Automation & AI: The Future of Email Marketing
Email marketing has gone from “spray and pray” to “smart and strategic.” Automation and AI are leading the charge:
- 58% of companies included automation in their email strategy in 2024 (.
- 37% of email-generated revenue comes from automated emails, which make up only 2% of total sends (.
- Automated emails have 52% higher open rates, 332% higher click rates, and 2361% higher conversion rates compared to standard campaigns.
- 47% of email marketers use AI for content generation, predictive analytics, or segmentation ().
AI-Powered Personalization and Scheduling
- Send-Time Optimization (STO): AI can boost open rates by up to .
- Predictive Segmentation: AI clusters subscribers based on behavior, enabling hyper-targeted campaigns.
- Efficiency: 91% of marketers say automation helps them achieve their objectives (.
Automation isn’t just about saving time—it’s about sending the right message at the right moment, every time.
Email Frequency & Timing: When Should You Hit Send?
The “best time to send” debate rages on, but here’s what the data says:
- 61% of customers want promotional emails at least once per week (.
- Tuesday is often the top day for engagement, with Thursday as a close second (.
- Mid-morning (10–11 AM) is a peak time for opens.
- 50% of marketers say there’s no universally perfect send time—test for your audience.
Frequency Preferences by Audience
| Audience | Frequency |
|---|---|
| B2C Retail/E-commerce | Higher, especially during peak seasons |
| B2B | Lower, focus on value and education |
| Media/Publishers | Daily or multiple editions per day |
| Nonprofits | A few times a month, ramping up for campaigns |
Letting subscribers choose their frequency can reduce unsubscribes and keep engagement high.
Deliverability, Spam, and Privacy: Navigating the Inbox in 2025
What good is a killer campaign if it lands in spam? Deliverability is a moving target:
- 49% of all emails sent daily are spam (.
- 83.1% is the average deliverability rate—meaning 17% never hit the inbox (.
- 69% of recipients will report an email as spam based on the subject line alone (.
- Authentication (SPF, DKIM, DMARC) is now table stakes for inbox placement.
Privacy regulations (GDPR, CCPA, etc.) mean you must have clear consent and easy opt-outs. Apple’s Mail Privacy Protection has made open rates less reliable for list hygiene—focus on clicks and engagement instead.
Tactics for Improving Deliverability
- Build and maintain a quality list—double opt-in, regular cleaning, and re-engagement campaigns.
- Use authentication protocols and monitor sender reputation.
- Avoid spammy content/design and always include an easy unsubscribe link.
- Segment by engagement—send first to your most active subscribers.
- Stay updated on privacy laws and adapt your practices accordingly.
B2B vs. B2C: Email Marketing Stats by Sector
Email is a powerhouse in both B2B and B2C, but the playbook changes:
- B2B emails often see higher open rates (30–40%) due to targeted, smaller lists.
- B2C emails average 15–25% open rates but can drive immediate sales.
- 59% of B2B marketers say email is their most effective channel for prospecting (.
- 73% of B2B buyers prefer to be contacted by sellers via email (.
- 71% of B2B marketers use newsletters to nurture leads.
B2B Email Trends to Watch
- Account-Based Marketing (ABM): Highly targeted, personalized campaigns.
- CRM Integration: Automated nurture sequences tied to sales follow-ups.
- Educational Content: Webinars, whitepapers, and long-form content.
- Event Marketing: Personalized invites for webinars and conferences.
B2C, meanwhile, is all about lifecycle automation, omnichannel integration, and standing out in a crowded inbox with creative, interactive content.
Fun & Surprising Email Marketing Facts for 2025
Because who doesn’t love a little trivia?
- The first email was sent in 1971 by Ray Tomlinson—to himself. The message? Something like “QWERTYUIOP” (.
- The first spam email (1978) generated $13 million in sales.
- The first email from space was sent in 1991 by the crew of the Space Shuttle Atlantis.
- Homer Simpson’s email () was real—one of the show’s writers replied in character to fans.
- For every 12.5 million spam emails, spammers get one reply (and make about $7,000 a day).
- Bill Gates reportedly receives 4 million emails a year—mostly spam.
- The most common email password? Still “123456.” (Please, don’t.)
- The average office worker spends 28% of their work time on email (.
- The iconic “You’ve got mail!” was voiced by Elwood Edwards in his living room—and inspired a whole movie.
Key Takeaways: What the 2025 Email Marketing Statistics Mean for You
Let’s wrap up with the biggest lessons from this mountain of data:
- Email is growing: With and counting, your audience isn’t going anywhere.
- ROI is unbeatable: $36–$40 for every $1 spent—treat email as a core budget item.
- Engagement is strong: Open rates of 25–30% and CTRs of 2–3% are the norm, but focus on clicks and conversions as privacy changes shift the landscape.
- Personalization & segmentation are essential: They’re not just nice-to-have; they’re expected. Segmented campaigns can drive .
- Mobile-first is a must: If your emails aren’t mobile-friendly, you’re losing half your audience.
- Automation & AI are your secret weapons: They boost efficiency, engagement, and revenue.
- Timing matters, but test for your audience: There’s no one-size-fits-all—let your data guide you.
- Deliverability is critical: Keep your list clean, your content relevant, and your practices compliant.
- Content is king: Value drives action—make every email worth opening.
In short: data and automation are enhancing the personal touch, not replacing it. Use these stats to sharpen your strategy, and you’ll be well ahead of the curve.
Methodology: How Thunderbit Collected These Email Marketing Statistics
Every statistic in this post was gathered using . Here’s how we did it:
- AI-Powered Data Extraction: Thunderbit’s AI crawls reputable sources—industry reports, marketing blogs, statistical databases—and extracts the most relevant, up-to-date figures.
- Latest Information: Our tool continuously scans for new data, so you’re not stuck with last year’s benchmarks.
- Source Verification: Every stat is cross-checked for accuracy and includes a citation so you can verify it yourself.
- Comprehensive Coverage: AI lets us cover 100+ stats across every angle of email marketing, from ROI to mobile trends to quirky trivia.
- Data Cleaning & Context: We group related stats, identify patterns, and explain the “why” behind the numbers.
- Freshness & Accuracy: Before publishing, we run a final sweep for any late-breaking updates, ensuring you get the latest insights.
Want to see how Thunderbit can help you gather and analyze data for your own marketing analysis? or .
If you made it this far, congrats—you’re now armed with the most current, actionable email marketing statistics for 2025. Whether you’re a marketer, analyst, or just someone who appreciates a good “You’ve got mail!” reference, I hope these insights help you craft campaigns that get opened, clicked, and remembered.
For more data-driven marketing insights, swing by the . And if you have a favorite email stat or story, drop it in the comments—I’m always up for a good inbox tale.
Happy sending,
Shuai Guan
Co-founder & CEO, Thunderbit
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