Email marketing statistics and trends for 2025

Email marketing remains a key digital strategy for building and nurturing audience relationships. A data-driven approach can significantly boost a business’s engagement and awareness metrics.

As marketing in 2025 continues to encompass various strategies, email marketing statistics clearly demonstrate how valuable this channel is for companies of any size.

We’ll be highlighting data regarding global email usage, device preferences, email performance, and coming trends, helping you make the best of your email marketing strategy.

Top email marketing statistics for 2025

The statistics that follow reveal exactly how the market is maximizing email’s potential.

1. Daily email volume is expected to surpass 408 billion messages worldwide by 2027.
2. Global email marketing is projected to reach a $36.3 billion market value by 2033.
3. Responsive email design increases unique mobile clicks by 15%.
4. The average email open rate is 35.63% across different industries and email marketing platforms.
5. Apple is the biggest email service provider globally with a 51.52% share.
6. More than half (54%) of marketers personalize email content.
7. Seven out of 10 B2B marketers sent email newsletters in 2024.
8. The average ROI of email marketing campaigns is $36 for every $1 spent.
9. Almost 80% of marketers use email as part of their strategy.
10. Nine out of 10 marketers want AI to take on email marketing operations by 2026

The latest email marketing statistics underscore the crucial role this channel plays in a marketing business strategy. Let’s dive into the specifics of global email marketing usage and growth, and how trends are shaping the industry’s future.

Global email usage and market growth

Email allows businesses to connect with their target audiences across industries, which makes it one of the most powerful communication channels.

Even though social platforms appear to be dictating marketing trends, email usage is estimated to reach new heights – in both user adoption and market value – in the coming years.

• Global email users are expected to reach 4.89 billion by 2027. This growth is powered by email’s integral role in the daily lives of most internet users (Statista).
• Global email marketing is projected to reach $36.3 billion by 2033. This represents a rapid growth rate from $14.8 billion in 2025 at a CAGR of 11.7% (Growth Market Reports).
• Daily email volume will surpass 408 billion messages worldwide by 2027. This follows the trend from 2024, when an average of 4.2 million emails were sent every second (Statista).
• Companies send more customer engagement emails (63%) than any other type of email. Promotional emails and newsletters are also a priority for 58% of marketers (Litmus).
• 78% of marketers actively use email marketing as a key part of their multichannel approach (Salesforce).

Email marketing continues to grow as companies increasingly prioritize engagement-focused campaigns and newsletter strategies. Mobile drives this trend further, as over 60% of email opens now occur on smartphones.

Mobile email marketing statistics

In 2025, most people open their inboxes from mobile devices rather than desktops. Users expect emails to load quickly and be easy to read and interact with.

• More than 64% of web traffic originates from mobile devices. This trend highlights the need for a mobile-first approach to all email content (Exploding Topics).
• The number of smartphone users in the U.S. is projected to reach 327.54 million by 2029, a 5.6% increase since 2024 (Statista).
• Responsive email design increases unique mobile clicks by 15%. Optimizing elements like buttons, images, and text helps generate more engagement (HubSpot).
• 47% of businesses use rendering checks to test their emails across mobile and other platforms (Litmus).
• Almost 80% of marketing experts use mobile marketing tools, and 81% say mobile messaging is becoming a growing priority in their strategy (Salesforce).

Email marketing trends and user behavior

Effective email campaigns rely on up-to-date trend analysis and supporting data. Personalization, segmentation, and user-friendly design are key to achieving marketing goals.

• The average email open rate is 35.63% across different industries, though some of them can exceed 40%. A successful open rate differs depending on the industry and email type (Mailchimp).
• Ecommerce emails generated a 29.8% average open rate and a 1.7% click rate. Mailchimp data shows that emails from online stores rank among the lowest of all industries in open and click performance rates.
• Over 60% of users click on links in marketing emails. This indicates that sustained engagement often leads to an explicit action and potential sale (Mailchimp).
• Apple leads the global email client market with a 51.52% share. Google’s Gmail is second with 26.72% (Litmus).
• Almost 90% of direct-to-consumer (D2C) brands and 68% of agencies regularly send newsletters, underscoring how this helps brands improve customer communication (Litmus).
• More than half (57%) of marketers personalize their content, tailoring messages based on user behavior, location, and purchase history. Artificial intelligence (AI) makes this customization process even more dynamic (Salesforce).

Email engagement remains an important focus, as data shows that 60% of users click on links in marketing emails. High open and click rates serve as strong signals to marketers to invest more in email strategies.

Email marketing ROI and performance statistics

Email marketing delivers a return on investment (ROI) unmatched by other channels. According to several studies (Litmus and eMarketer), email marketing can earn $50 for every $1 spent. Besides revenue, this strategy relies on data-driven decision-making to boost brand reach and engagement.

• The average ROI for email marketing is $36 for every $1 spent, making it a top-performing channel. Specifically, 55% of companies report having an ROI between 10:1 and 50:1 (Litmus).
• Nearly half of companies (47%) dedicate less than 25% of marketing team staff to email projects. Companies that see a higher ROI from email campaigns, earning between $36 and $50 per $1 spent, are most likely to grow the team dedicated to email (Litmus).
• Companies that send daily emails report a 5% or higher click-through rate (CTR). Around 40% of businesses report a 3–5% CTR, according to Litmus data.
• 48% of marketers track customer lifetime value (CLV). Measuring long-term customer engagement and retention is one of email marketing’s key strengths (Salesforce).
• Email automation improves ROI by saving time and increasing relevance, as a “set-it-and-forget-it” system for tasks like welcome messages or purchase confirmations (Mailchimp).

Email marketing consistently delivers one of the highest ROIs among marketing channels. When businesses analyze trends and define clear goals, email marketing proves to be a highly profitable strategy.

Email marketing strategy and personalization trends

According to Statista, the main objectives of email campaign strategies are lead generation, lead nurturing, and lifecycle automation, with each cited by approximately 20% of surveyed marketers. For industry experts, AI, content, and personalization compose an efficient email marketing campaign.

• By 2026, 89% of marketing experts expect up to 75% of email strategy operations to be fully AI-driven (Litmus).
• Brands increasingly rely on email to maintain consistent messaging across global customer touchpoints for their omnichannel journeys (Litmus).
• For 30% of marketers, content creation is the most in-demand email marketing skill, making content specialists a top hiring priority for companies (Litmus).
• Fifty-four percent of marketers personalize email content. Most email platforms encourage personalization as an engagement and privacy-enhancing action (Salesforce).
• Seventy-one percent of B2B marketers used email newsletters in 2024, making email marketing one of the top five most-used distribution channels (Content Marketing Institute).

A customer-centric strategy can be built by focusing on content creation, streamlined operations, and a cohesive message. The key challenge lies in finding the right sending frequency and timing to maximize engagement without causing subscriber fatigue.

Email marketing send time and frequency statistics

Successful email marketing blends creativity with a structured and clear framework. Beyond design, businesses can experiment with email variables such as sending time and frequency.

• About 40% of enterprises, retailers, and ecommerce brands send weekly emails. Understanding audience traits and preferred contact frequency is vital for a successful strategy (Litmus).
• Marketing teams base their sending times mostly on industry benchmarks, but real-time data and AI are on the rise: 40% of teams use industry averages, 35% rely on custom data, and 31% lean on AI optimization (Litmus).

• Marketing teams investing more than 15% of their budget in email achieve open rates between 20% and 40%, with 33% averaging 20-30% and 17% achieving 30-40% (Litmus).
• Email frequency depends on the industry and content type. For instance, companies might send daily emails for publishers or biweekly for standard campaigns. (Mailchimp).

For best practices on email timing and frequency, you can check out our top email marketing tips.

The future of email marketing

According to a Zerobounce study, 93% of global consumers use email every day. Consequently, two out of three companies send emails to customers for engagement purposes.

Artificial intelligence is transforming how consumers and brands interact through email. For example, Gmail or Outlook are already offering AI-powered features like thread summaries or writing drafts. Furthermore, new platforms like Hostinger Reach, offer AI functionalities to automate email personalization, segmentation, and content creation.

Thanks to clear performance visibility of email marketing, it’s easy to identify what is working and what is not. ROI serves as the ultimate measure of success for any email campaign strategy. AI tools can further assist experts in building relationships by providing tangible value, such as optimization and personalized insights.

Because email is a two-way channel, marketers must continuously adapt to the audiences’ changing needs. Experimenting with design, send times, and frequency provides valuable insights for improvement.

Ultimately, the goal is to provide a great value proposition directly in the user’s inbox.

How email marketing fits into 2025 digital marketing trends

Email marketing is a vital component of digital marketing, especially for businesses focused on reach and engagement objectives and those interested in automating their processes.

Building relationships through the inbox can translate into a significant ROI, with an average of $36 for every $1 spent.

Finally, email marketing provides simple but valuable performance and live data tracking.

• 78% of marketers actively use email marketing as a key part of their multichannel approach.
• Newsletters are a popular communication tool among professionals, with 71% of B2B marketers using them.
• Almost half (47%) of marketers focus on email marketing for data-driven strategies, according to digital marketing statistics.
• Email automation remains a top priority for 58% of marketers.

How email marketing strengthens affiliate campaigns in 2025

Email marketing shares one big goal with any affiliate campaign: building customer trust. Email is a preferred channel for affiliates, providing high ROI and customization capabilities.

According to affiliate marketing statistics, 66% of affiliates using email marketing campaigns earn more than those who don’t.

• Email is used in 50% of affiliate marketing campaigns, making it a popular channel.
• An email campaign is a crucial tool for businesses with affiliate marketing strategies, as 35% of companies see an ROI of 36:1 or higher.
• More than half (54%) of marketers personalize email content, which helps boost the effectiveness of promotions.
• Newsletters, the most used email content, are essential in affiliate partnerships for building customer trust.

Email is still one of the most reliable channels to reach your customers. Whether you’re running a targeted campaign or updating loyal customers on new products, data clearly points that email can make a big impact.

All of the tutorial content on this website is subject to
Hostinger’s rigorous editorial standards and values.