Posted by Email marketing continues to be a powerhouse in digital communication, driving unparalleled engagement and ROI for businesses worldwide. In 2025, with 4.6 billion email users globally and over 376 billion emails sent daily, email remains a critical channel for both B2B and B2C marketers. This blog explores the latest email marketing statistics for 2025, covering general usage, mobile trends, B2B and B2C performance, industry benchmarks, and the impact of personalization.
Email Usage Statistics 2025
Email is a universal tool, deeply embedded in daily life and business operations. Here are key stats for 2025:
- Global Reach: Approximately 4.6 billion email users exist worldwide, projected to grow to 4.8 billion by 2027 [Statista].
- Daily Volume: Over 376 billion emails are sent and received daily, expected to hit 408 billion by 2027 [Statista].
- User Behavior:
- 99% of email users check their inbox daily, with 58% checking first thing in the morning [OptinMonster].
- 61% of online adults use email daily, managing an average of 1.75 email accounts [OptinMonster].
- 35% of US consumers have two email addresses, and 28% have more than four [OptinMonster].
- ROI: Email marketing delivers an average ROI of $36 to $42 for every $1 spent, with some industries reporting up to $70 per $1 invested [Litmus, HubSpot].
Mobile Email Marketing Statistics 2025
With mobile devices dominating how users access emails, mobile optimization is non-negotiable. Key mobile email stats for 2025 include:
- Mobile Dominance:
- 59% of Millennials primarily use smartphones to check emails [OptinMonster].
- 41.6% of email opens occur on mobile devices, followed by 40.6% on webmail and 16.2% on desktop [Litmus].
- 75% of consumers use smartphones most often to check email [HubSpot].
- Mobile Optimization Impact:
- B2B Mobile Trends: 90% of mobile users interacting with B2B providers base purchasing decisions on customer experience quality, emphasizing mobile-first designs [Salesforce].
- Consumer Behavior: 53% of millennial Gmail users check the promotions tab daily [OptinMonster].
B2B Email Marketing Statistics 2025
B2B email marketing excels in driving conversions and nurturing professional relationships. Key stats include:
- Effectiveness:
- 50% of B2B marketers cite email as their most effective channel, second only to in-person events [HubSpot].
- 48% of B2B marketers consider email the top channel for conversions, and 59% say it’s their primary revenue source.
- Usage:
- 81% of B2B marketers use email newsletters as their primary content marketing method [Content Marketing Institute].
- 93% of B2B marketers use email to distribute content, and 73% leverage email marketing software [HubSpot].
- Performance Metrics:
- Average Open Rate: 15.14% to 20.8%, with a 23% higher click-to-open rate than B2C [GetResponse, Campaign Monitor].
- Average Click-Through Rate (CTR): 3.18%, with a click-to-open rate of 21% [GetResponse].
- Cold Email Open Rate: 36%, with a 5.1% response rate for personalized campaigns [Woodpecker].
- Conversion Rate: 2.53% across B2B industries like tech and e-commerce.
- Automation: 57% of B2B companies with over 500 employees use AI for email automation [Salesforce].
- Preferences: 73% of B2B buyers prefer email as their primary communication channel, favoring emails under 200 words [HubSpot].
B2C Email Marketing Statistics 2025
B2C email marketing thrives on consumer engagement and retention. Key stats for 2025 include:
- Effectiveness:
- 80% of B2C marketers use email to nurture audiences, and 80% of retail professionals cite email as the top driver of customer retention [Klaviyo].
- 59% of consumers say marketing emails influence purchases, with 50% purchasing from emails monthly [OptinMonster].
- 52% of consumers have made a purchase directly from an email [HubSpot].
- Performance Metrics:
- Average Open Rate: 19.7% to 20.94%, higher than B2B [GetResponse, Klaviyo].
- Average Click-Through Rate: 2.09% [Klaviyo].
- Welcome Emails: 68.6% open rate, 23% read rate, and 2.7% conversion rate [Klaviyo].
- Cart Abandonment Emails: 40.14% open rate, 28.64% CTR, recovering up to 30% of lost sales [Klaviyo].
- Automation: 87% of B2C marketers use automation, generating 320% more revenue than non-automated emails [Klaviyo].
- Consumer Preferences:
- 91% of US consumers want promotional emails from brands they trust [OptinMonster].
- 49% of consumers prefer weekly promotional emails [Klaviyo].
- 60% of shoppers return to complete purchases after personalized abandoned cart emails [Klaviyo].
Email Marketing Benchmarks by Industry 2025
Email performance varies across industries, with some sectors achieving exceptional engagement. Below are benchmarks from Constant Contact and Klaviyo (October 2024):
- Overall Averages:
- Open Rate: 32.55%
- Click-Through Rate: 2.03% to 2.62%
- Unsubscribe Rate: 0.15%
- Bounce Rate: 10.31%
- Industry-Specific Metrics:
- Technology Services: Open Rate: 26.80%, CTR: 2.65%, Bounce Rate: 12.50%
- Dining & Food Services: Open Rate: 32.54%, CTR: 0.81%, Bounce Rate: 8.78%
- Real Estate: Open Rate: 33.75%, CTR: 1.31%, Bounce Rate: 13.84%
- Education: Open Rate: 39.50%, CTR: 2.33%, Bounce Rate: 9.32%
- E-commerce (Home and Garden): Open Rate: 41%, CTR: 1.8% (Toys and Hobbies)
- Nonprofits: Open Rate: 38.56%
- Faith-Based Organizations: Open Rate: 41.30%, CTR: 2.46%
- Childcare Services: Open Rate: 47.17%
- Media and Publishing: Open Rate: 75%
- Insurance: Open Rate: 70%
- Retail: CTR: 5%
- Key Insights: Industries like religion, arts, sports, nonprofits, and education see above-average open rates due to loyal audiences. Restaurants and health/fitness face higher unsubscribe rates due to irrelevant or frequent emails.
Personalized Email Marketing Statistics 2025
Personalization is a game-changer in email marketing, driving engagement and conversions. Key stats for 2025 include:
- Consumer Expectations:
- 80% of consumers are more likely to buy from brands offering personalized experiences [Salesforce].
- 71% of consumers expect personalized interactions, and 76% get frustrated when they aren’t personalized.
- 51% of consumers received irrelevant content in the past six months [Salesforce].
- Impact of Personalization:
- Personalized subject lines increase open rates by 26% to 50% [HubSpot].
- Personalized emails deliver 6x higher transaction rates and a 122% higher ROI.
- Dynamic content boosts revenue by 760% through segmentation [Campaign Monitor].
- Personalized CTAs convert 202% better than standard CTAs [HubSpot].
- Implementation:
- 77% of marketers use email for personalized content, with 66% personalizing based on age [Salesforce].
- 91% of marketers report using personalization in campaigns [Litmus].
- 65% of email marketers say dynamic content is their most effective personalization tactic [Campaign Monitor].
- AI in Personalization:
- AI-driven personalization increases revenue by 41% and CTR by 13.44% [Salesforce].
- 34% of marketers use generative AI to write email copy, and 39% see AI-driven hyper-personalization as the future [Litmus].
- Examples: Williams-Sonoma reported a 10x increase in responses from personalized emails based on shopping history. 60% of retail/e-commerce companies personalize emails based on past purchases.
Email marketing in 2025 is all about mobile optimization, personalization, and data-driven strategies. By leveraging these insights, businesses can maximize engagement and ROI.
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