Email Marketing Statistics for 2026: Market Size, ROI, Open Rates, CTR, Automation Benchmarks, Personalization, B2B Performance, and Deliverability Data

In 2026, email marketing retains its position as the highest-ROI marketing channel in digital advertising. The global email marketing market reached USD 11.32 billion in 2024 and is estimated at USD 12.88 billion in 2025, growing at a CAGR of 12.11% toward USD 22.81 billion by 2030 according to Mordor Intelligence. Straits Research projects an even faster trajectory, estimating USD 24.19 billion by 2033 at a 16.48% CAGR. And Growth Market Reports projects USD 36.3 billion by 2033 at 11.7% CAGR. Whichever forecast methodology is applied, the direction is identical: the email marketing industry is growing rapidly, compounding from a base that already generates USD 36 to USD 42 in return for every dollar spent or up to USD 68 for top-performing U.S. ecommerce merchants on Klaviyo.

The usage base underpins that trajectory. There were 4.48 billion global email users in 2024, a figure projected to reach 4.89 billion by 2027. In 2025, 376.4 billion emails are sent every day. The average person receives 121 emails per day. 99% of email users check their inbox daily. 58% check their email before checking social media or news. And email is the channel 61.3% of consumers prefer for receiving promotional messages, including during peak shopping periods. These are not marginal preference signals. Email is woven into the fabric of daily communication in a way that no other marketing channel can claim.

The automation layer is where email’s commercial advantage compounds most dramatically. Klaviyo’s analysis of over 325 billion emails found that automated flows generate up to 30 times more revenue per recipient than one-off campaigns USD 3.65 average revenue per recipient for abandoned cart flows versus USD 0.11 for standard campaigns. Automated emails drove 37% of all email-generated sales in 2024 despite accounting for just 2% of total email volume. Welcome series achieve 45% to 50% open rates. Abandoned cart flows achieve 35% to 40% open rates and 15% to 20% conversion rates. Post-purchase flows achieve 40% to 45% open rates and 10% to 15% repeat purchase rates. For marketers who have not yet built these core automation stacks, the gap between current and potential email revenue is structural and measurable.

This article compiles more than 60 email marketing statistics drawn from the Mordor Intelligence Email Marketing Market Report (2025–2030), the Straits Research Email Marketing Market Report (2025–2033), Klaviyo’s 2024 Email Benchmarks (325-plus billion emails across 15 industries and Q4 2024 flow performance data), the Omnisend 2025 Ecommerce Marketing Statistics Report, the Shopify 2025 Email Marketing Statistics analysis, DemandSage January 2026 Email Marketing Statistics, the Hostinger August 2025 email marketing statistics, the Litmus State of Email Report (referred to throughout), Campaign Monitor 2025 benchmarks, HubSpot 2025 email benchmark data, the Designmodo 2026 Email Marketing ROI Statistics, Inboxally 2025 email marketing statistics, and CodeCrew December 2025 email marketing statistics list, all published within the last two years.

Scope and Methodology

Includes only publicly available email marketing statistics relevant for 2026.
Based on the latest figures published within the last two years.
Sources include primary research, first-party platform data, institutional studies, and industry reports.
Each statistic is listed separately with its original source and study context.
No estimates, forecasts, interpretations, or recommendations are included.

Key Email Marketing Statistics for 2026

The global email marketing market was estimated at USD 12.88 billion in 2025 and is projected to reach USD 22.81 billion by 2030, growing at a CAGR of 12.11%, based on the Mordor Intelligence Email Marketing Market Report published at Mordor Intelligence.
The global email marketing market was valued at USD 6.13 billion in 2024 and is projected to reach USD 24.19 billion by 2033 at a CAGR of 16.48%, based on the Straits Research Email Marketing Market Report published at Straits Research.
Global email marketing revenue is projected to reach USD 36.3 billion by 2033, growing from USD 14.8 billion in 2025 at a CAGR of 11.7%, based on Growth Market Reports data cited in a 2025 email marketing statistics analysis at Hostinger.
Email marketing generates between USD 36 and USD 42 for every dollar spent, and Omnisend’s U.S. merchants see an average ROI of USD 68 for each dollar spent, based on the Omnisend 2025 Ecommerce Marketing Statistics Report published at Omnisend.
Automated email flows generate up to 30 times more revenue per recipient than one-off campaigns, with average campaign revenue per recipient of USD 0.11 versus USD 3.65 for abandoned cart flows, based on Klaviyo’s analysis of over 325 billion emails sent on the Klaviyo platform, published at Klaviyo.
Automated emails drove 37% of all email-generated sales in 2024 despite accounting for just 2% of total email volume, based on the Omnisend 2025 Ecommerce Marketing Statistics Report published at Omnisend.
There were 4.48 billion global email users in 2024, projected to reach 4.6 billion in 2025 and 4.89 billion by 2027, based on Statista data cited in the Shopify 2025 Email Marketing Statistics overview at Shopify.
In 2025, 376.4 billion emails are sent every day globally, and this figure is expected to exceed 408 billion per day by 2027, based on data cited in a 2026 email marketing ROI statistics analysis at Designmodo.
44% of marketing professionals say email is their most effective marketing channel, a greater percentage than for any other channel, with social media and paid search tied for second at 16% each, based on Shopify 2025 Email Marketing Statistics published at Shopify.
87% of marketing leaders say email marketing is critical to the success of their company, 87% of marketers have plans to increase or maintain their email marketing spending, and 78% of marketers actively use email as a key part of their multichannel approach, based on Shopify 2025 and Salesforce data cited at Shopify and Hostinger.
In 2024, 50% of consumers said they purchased directly from an email, more than from social media posts or ads, based on consumer research data cited in a 2026 email marketing ROI statistics analysis at Designmodo.
Email campaign click-to-conversion rates grew by 27.6% in 2024, indicating consumers who engage with emails are increasingly likely to purchase after clicking, based on the Omnisend 2025 Ecommerce Marketing Statistics Report published at Omnisend.

Market Size and Growth Statistics

The email marketing market was valued at USD 11.32 billion in 2024 and is estimated to grow to USD 12.88 billion in 2025, based on Mordor Intelligence market sizing data published at Mordor Intelligence.
Statista projected email marketing revenue would surpass USD 9.5 billion in 2024, while Shopify analysis projects annual revenues reaching USD 18.9 billion by 2028, based on data cited in the Shopify 2025 Email Marketing Statistics overview at Shopify.
Email marketing revenue grew from USD 7.5 billion in 2020 at a CAGR of 13.3%, reaching USD 12.33 billion in 2024, based on Statista data cited in the DemandSage January 2026 Email Marketing Statistics overview at DemandSage.
North America accounted for the largest email marketing market share in 2024 and leads in AI-driven automation adoption, while Asia-Pacific, particularly South Korea and India, is growing fastest in interactive and personalized email format adoption, based on Straits Research and Mordor Intelligence data at Straits Research and Mordor Intelligence.
The B2B email marketing segment dominated the market with the largest revenue share and is poised to grow at the highest CAGR due to greater emphasis on relationship quality, service, and trust in business communications, based on Straits Research data cited at Straits Research.
Cloud-based email marketing deployment dominated the market in 2024, and 9 out of 10 marketers want AI to take on email marketing operations by 2026, based on data cited in the Hostinger August 2025 email marketing statistics at Hostinger.

Open Rate Benchmarks by Industry and Platform

The average email open rate across all industries is approximately 21.33% using Mailchimp data as of early 2024, with government-related emails achieving the highest open rate at 28.77% and marketing and advertising emails at 17.38%, based on DemandSage January 2026 Email Marketing Statistics citing Mailchimp data at DemandSage.
The average email engagement rate measured by open rate is 36.5% across all industries in Shopify’s benchmark compilation, with a good open rate considered between 17% and 28%, based on Shopify 2025 Email Marketing Statistics at Shopify.
Books and literature achieved a 29.4% open rate, sports 28.8%, travel 28.2%, and food and drink 26.1%, demonstrating strong subject line appeal in category-aligned email content, while all four industries exceeded the all-industry average, based on the Omnisend 2025 Ecommerce Marketing Statistics Report at Omnisend.
The average email automated flow open rate across all Klaviyo ecommerce industries is 48.57% with top performers reaching up to 65.74%, compared to substantially lower campaign open rates, because automated flows are triggered by specific subscriber behaviors while campaigns go to large unfiltered audience segments, based on Klaviyo UK Email Marketing Benchmarks 2025 published at Klaviyo UK.
Welcome series emails achieve a 45% to 50% open rate, abandoned cart flows achieve 35% to 40%, post-purchase flows achieve 40% to 45%, browse abandonment flows achieve 30% to 35%, and win-back flows achieve 25% to 30%, based on Klaviyo Q4 2024 flow performance data cited at Folio3 Ecommerce.
B2B email open rates average approximately 39.5%, with the average B2B email click-to-open ratio running 23% higher than B2C email benchmarks, based on HubSpot 2025 email benchmark data published at HubSpot.
As of March 2024, more than 55% of all global email opens came from Apple devices, many of which include Mail Privacy Protection which pre-loads email tracking pixels and inflates open rate data, making click-through rate and click-to-open rate the more reliable engagement metrics for marketers, based on data cited in a 2026 email marketing ROI statistics analysis at Designmodo.

Click-Through and Conversion Rate Statistics

The average email click-through rate across all industries is approximately 1.40% using Mailchimp data, with faith-based organizations achieving the highest click rate at 2.46%, and anything above 2% considered strong across most industries, based on DemandSage January 2026 data at DemandSage.
The average marketing email click-through rate was 2.62% in 2024, based on Shopify 2025 Email Marketing Statistics published at Shopify.
The average email automated flow click rate across all Klaviyo industries is 4.67%, with the top 10% of performers reaching up to 12.21%, and sporting goods achieving the highest industry average at 5.39% and health and beauty the lowest at 3.96%, based on Klaviyo UK Email Marketing Benchmarks 2025 at Klaviyo UK.
Firearms and weapons industry emails achieved the highest click rate at 3.69%, followed by gifts at 1.83%, weddings at 1.62%, and toys and hobbies at 1.47%, based on the Omnisend 2025 Ecommerce Marketing Statistics Report at Omnisend.
Abandoned cart flow emails achieve a welcome series conversion rate of 8% to 12%, an abandoned cart conversion rate of 15% to 20%, a browse abandonment rate of 3% to 5%, and a post-purchase repeat rate of 10% to 15%, based on Klaviyo Q4 2024 data cited at Folio3 Ecommerce.
The highest converting ecommerce email industry in 2024 was games at 0.30%, followed by auto and vehicles at 0.23% and arts and entertainment at 0.18%, based on the Omnisend 2025 Ecommerce Marketing Statistics Report at Omnisend.
Companies that send daily emails report a 5% or higher click-through rate, and around 40% of businesses report a 3% to 5% CTR based on Litmus 2025 email ROI data, cited in a 2025 email marketing statistics analysis at Hostinger.

Email Automation Performance Statistics

Ecommerce brands sending automated campaigns including welcome sequences, cart recovery, and post-purchase flows see up to 320% more revenue per email compared to one-off newsletters, based on Omnisend 2025 research at Omnisend.
For ecommerce companies with an average order size of USD 100 to USD 200, average revenue per recipient breaks down as: USD 7.01 for abandoned cart flows, USD 3.34 for welcome series, USD 1.95 for browse abandonment emails, and USD 0.84 for winback emails, based on Klaviyo Ecommerce Benchmark Report data published at Klaviyo.
For high-AOV stores with average orders above USD 200, abandoned cart flow revenue per recipient reaches USD 14.14, the highest automated email RPR across any tracked industry or AOV segment, based on Klaviyo Ecommerce Benchmark Report data at Klaviyo.
Klaviyo crossed USD 1 billion in platform revenue in 2024 with 167,000 customers and 34% year-over-year growth, reaching the milestone on the strength of its automated flow performance data, based on Folio3 Ecommerce analysis at Folio3 Ecommerce.
Poor deliverability costs 40% to 60% of potential email revenue, as emails landing in spam folders instead of inboxes reduce a 20% open rate to effectively 8%, multiplying the revenue impact across every campaign and flow, based on analysis published at Folio3 Ecommerce.
Sending emails two to four times per month yields the highest sustained engagement, and 86% of companies send marketing emails at least monthly while 58% email their subscribers weekly or more, based on Campaign Monitor data cited at Inboxally.
Post-purchase email flows achieve the highest open rate of any flow type at 61.68%, while abandoned browsing flow emails achieve a 5.48% click rate indicating strong re-engagement behavior, based on Klaviyo and Promodo data cited at Promodo.

Personalization and Segmentation Statistics

Personalized emails achieve a 29% open rate compared to non-personalized emails, personalized emails have a 41% higher click-through rate, and brands that personalize promotional marketing emails experience 27% higher unique click rates and 11% higher open rates, based on DemandSage January 2026 Email Marketing Statistics at DemandSage.
Personalized emails deliver six times higher transactional rates than their generic counterparts, making personalization the single highest-leverage email optimization tactic for ecommerce revenue, based on Mordor Intelligence research cited at Mordor Intelligence.
Targeted and personalized emails are responsible for 58% of all email marketing revenue, and revenue from segmented email campaigns outpaces non-segmented campaigns by 760%, based on DemandSage Email Marketing Statistics at DemandSage.
Advanced segmentation can increase email revenue by 760%, and 65% of email marketers say dynamic content is their most effective personalization tactic, based on data cited at DemandSage.
Marketers who use AI for email personalization report 41% higher revenue and 13.44% higher CTR compared to non-personalized campaigns, based on Statista data cited in the DemandSage January 2026 Email Marketing Statistics at DemandSage.
Adding videos to emails increases click rates by 300%, and responsive email design increases unique mobile clicks by 15%, based on data cited in the DemandSage January 2026 Email Marketing Statistics at DemandSage.
70% of brands overlook email personalization despite the 10% to 14% open rate boost it provides, creating a significant competitive opportunity for brands that implement dynamic content and behavioral targeting, based on Mordor Intelligence research at Mordor Intelligence.

B2B Email Marketing Statistics

81% of B2B marketers say email newsletters are their most used content marketing method, and 77% of B2B companies use email newsletters as part of their content marketing strategy, based on data cited in the DemandSage January 2026 Email Marketing Statistics at DemandSage.
The average B2B email click rate is 3.18% and the average click-to-open rate is 21%, with B2B emails enjoying a 23% higher click-to-open ratio than B2C emails, based on data cited at DemandSage.
59% of B2B marketers cite email as their top channel for revenue generation, 93% use email to distribute their content, and 31% say email newsletters are the best way to nurture leads, based on data cited at DemandSage.
B2B email open rates average approximately 39.5%, significantly above the all-industry average, with subject lines posing the most tested variable in B2B campaigns and longer descriptive subject lines outperforming short ones in enterprise sales contexts, based on HubSpot 2025 email benchmark data at HubSpot.
64% of emails sent by companies leverage personalization using dynamic content, yet the majority of email campaigns are still broadcast to unfiltered lists, reflecting the persistent gap between best-practice knowledge and systematic execution, based on data cited at DemandSage.

Deliverability and List Health Statistics

The average email bounce rate across all industries was 2.33% in 2024, with a bounce rate below 2% considered acceptable and under 1% considered ideal, based on data cited in a 2026 email marketing ROI statistics analysis at Designmodo.
In 2023, 86% of emails arrived in inboxes, 7% went to spam, and 7% went missing, based on Shopify 2025 Email Marketing Statistics at Shopify.
65% of email marketing professionals say email deliverability is becoming more difficult, reflecting tightening spam filters, rising subscriber expectations, and the increasing impact of Apple Mail Privacy Protection on engagement signal accuracy, based on Shopify 2025 Email Marketing Statistics at Shopify.
An unsubscribe rate under 0.5% is considered healthy, with rates above that threshold indicating a content-audience mismatch that should be resolved through better segmentation rather than increased send frequency, based on HubSpot email benchmark guidance published at HubSpot.
21.2% of all email opens happen within the first hour of delivery, reinforcing the importance of send-time optimization aligned with recipient time zones and behavioral patterns, based on Shopify 2025 Email Marketing Statistics at Shopify.
62% of email marketing professionals say it takes their team at least two weeks to create a marketing email, while AI-assisted teams reduce that timeline to under one week, based on Shopify data and Litmus State of Email Report data cited at Shopify and Hostinger.

Regional and Seasonal Statistics

North America accounts for the largest email marketing market share globally and is the primary market for enterprise email platform adoption, with the top platforms including Mailchimp, Salesforce, Adobe, HubSpot, Klaviyo, and ActiveCampaign all headquartered in North America, based on Mordor Intelligence and Straits Research data at Mordor Intelligence.
Email marketing ROI in the United Kingdom averages GBP 35 to GBP 38 for every GBP 1 spent, while U.S. email marketing averages USD 36 per dollar, confirming email as the top-ROI channel in both markets, based on DMA UK and Litmus data cited at CodeCrew.
In South Korea, 40% of businesses incorporated interactive email elements such as polls and surveys in 2024, resulting in a 25% increase in subscriber engagement, reflecting Asia-Pacific’s faster adoption of interactive email formats relative to Western markets, based on Straits Research data at Straits Research.
During Black Friday and Cyber Monday 2024, 61.3% of consumers preferred receiving promotional messages via email, and 75.1% chose email for transactional communications like order confirmations, with email volumes increasing 33% on both days compared to normal periods, based on Sinch and Omnisend data cited at Omnisend.
BFCM 2024 events generated USD 112.6 billion in revenue including USD 10.8 billion on Black Friday alone, with email remaining consumers’ preferred channel for both promotional and transactional holiday messages throughout the period, based on Omnisend 2025 research at Omnisend.
Over 60% of email opens now occur on smartphones, and users open more emails on mobile during the holiday season than during the rest of the year, making mobile-first responsive email design the default requirement for all modern email campaigns globally, based on data cited at Hostinger and Shopify.

References

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