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Email Marketing Statistics: 50 Verified Stats With Sources

Last reviewed . Every stat links to its original source. By Muhammed Abdul Kalam · How we verify

Email is the channel you own, which is why its numbers get quoted so often and mangled so badly. Every figure here comes from the organisation that ran the survey or owns the data, with the year it describes.

Key stats

35%

35% of companies receive $10-$36 in return for every $1 spent on email marketing.

Litmus, 2025
83.63%

Welcome emails achieved an average open rate of 83.63%, the highest of any email type in GetResponse data.

GetResponse, 2023
35.63%

The average email open rate across all industries is 35.63% and the average click rate is 2.62%, based on Mailchimp data.

Mailchimp, 2023
one in six

Validity found that roughly one email in every six sent by legitimate marketers never reaches the inbox.

Validity, 2024
37%

Automated emails drove 37% of all email-driven sales from just 2% of total email volume in 2024.

Omnisend, 2024
2,361%

Automated emails outperform manual campaigns with 52% better open rates, 332% higher click rates, and 2,361% better conversion rates.

Omnisend, 2024
30%

In 2025, email automations made up just 2% of sends yet generated 30% of revenue, at 16x the per-send rate of campaigns.

Omnisend, 2025
On this page
  1. Email usage and reach
  2. Email ROI
  3. Opens, clicks and engagement
  4. Deliverability and authentication
  5. Automation and personalisation
  6. Where these numbers come from
  7. FAQs

Email usage and reach

What this means

Email production speed has accelerated sharply. In 2024 most teams still took two weeks per email; by 2026 the majority deploy within three days. AI-assisted workflows are the clearest driver. Ecommerce open rates have risen for five consecutive years, reaching 30.7% in 2025, even as click rates have dipped -- a pattern that points to more intentional, higher-value clicks rather than casual browsing.

In 2024, 62% of email teams took two weeks or more to produce and deploy a single email.

Source: Litmus, State of Email 2026 (2024)

GlobalOlder data

By 2026, 78% of email teams take three days or less to produce and deploy a single email.

Source: Litmus, State of Email 2026 (2026)

Global

Advanced AI adoption in email correlates with 54% higher odds of WCAG compliance and 52% higher odds of meeting the European Accessibility Act.

Source: Litmus, State of Email 2026 (2026)

Global

Email ROI

What this means

Most marketing leaders place email ROI in the $10-$50 range per dollar spent, but a meaningful share exceed $50. The spread is wide because measurement is inconsistent -- 21% of leaders still do not measure ROI at all. Advanced AI adoption is the strongest predictor of reaching the top bracket: teams using AI for segmentation, testing, and send-time optimisation are 75% more likely to exceed a 45:1 return.

Fewer than a quarter of marketing leaders, 21%, still skip measuring email ROI, down from 36% in 2023.

Source: Litmus, The ROI of Email Marketing (2025)

Global

Email marketers who use advanced AI are 75% more likely to hit ROIs above 45:1, per the Litmus State of Email 2026.

Source: Litmus, State of Email 2026 (2026)

Global

Opens, clicks and engagement

What this means

Open rate benchmarks vary widely by platform because Apple Mail Privacy Protection inflates counts for Apple Mail users. GetResponse and Mailchimp figures shown here reflect their respective datasets; neither is wrong, but they are not directly comparable. Click-to-open rate and click-to-conversion rate give a cleaner signal of genuine interest than raw open rates.

Deliverability and authentication

What this means

Global inbox placement declined slightly in 2024, driven largely by a near-doubling of spam placement rates across Q1 to Q4. Gmail, which handles almost half of all consumer mailboxes globally, remains the strongest deliverability environment at 92.6% inbox placement. Microsoft is the toughest major provider at 77.7%. The most actionable finding is DMARC: adoption grew 70% in Q1 2024, but over 90% of new adopters used the permissive 'None' policy that provides no real protection against spoofing.

Automation and personalisation

What this means

The gap between automated and campaign performance is substantial. A 2% share of email volume driving 30-37% of sales is the single most striking pattern across Omnisend's multi-year dataset. Abandoned cart, welcome, and browse abandonment sequences account for the bulk of those automated orders. Back-in-stock emails are the standout for open and conversion rates. Teams that have not yet invested in automation workflows are leaving significant revenue on the table.

Automated emails outperform manual campaigns with 52% better open rates, 332% higher click rates, and 2,361% better conversion rates.

Source: Omnisend, 2025 Ecommerce Marketing Report (2024)

GlobalOlder data

Where these numbers come from

GetResponse

Litmus

Mailchimp

Omnisend

Validity

Email Marketing statistics: FAQs

What is the average email open rate?

It depends on the platform and industry. GetResponse reports a cross-industry average of 39.64% based on 4.4 billion emails analyzed in 2023. Mailchimp's December 2023 benchmark puts the all-user average at 35.63%. Open rates are inflated by Apple Mail Privacy Protection, so click-based metrics give a more accurate picture of genuine engagement.

What ROI does email marketing deliver?

According to Litmus's State of Email 2025, 35% of companies earn $10-$36 for every $1 spent and 30% earn $36-$50. Only 5% exceed $50 per dollar spent. Marketers who use advanced AI are 75% more likely to exceed a 45:1 ROI, per the Litmus State of Email 2026.

How many marketing emails actually reach the inbox?

Validity's 2025 Email Deliverability Benchmark Report found that one in six legitimate marketing emails fails to reach the inbox. Globally, the inbox placement rate averaged 83.5% in 2024, with 6.7% going to spam and 9.8% going missing. Europe leads at 89.1%; the US sits at 85.0%.

How much better do automated emails perform than regular campaigns?

Omnisend's 2025 Ecommerce Marketing Report found automated emails outperform scheduled campaigns with 52% better open rates, 332% higher click rates, and 2,361% better conversion rates. Automated emails drove 37% of all email-driven sales from just 2% of total email volume in 2024.

What is the average email click-through rate?

GetResponse reports an average click-through rate of 3.25% across all industries, based on 4.4 billion messages analyzed in 2023. Mailchimp's December 2023 benchmarks show a 2.62% all-user average. Click rates vary significantly by industry and email type -- triggered emails and welcome emails consistently outperform standard newsletters.

Glossary