Statistiche di Email Marketing48 statistics42 sources#Email Trends#Statistiche Email#Coinvolgimento Email#Analisi Email
48 Email Marketing Trends and Statistics (2023-2026)
Discover the latest email marketing statistics from 2023-2026. Learn key trends: AI adoption rising to 57%, mobile dominance at 61%, and ROI averaging $36-$42 per $1 spent.
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Punti chiave
- 4.59 billion people worldwide used email in 2025, representing 56% of the global population
- In 2023, the average email open rate across ecommerce campaigns rose to 25.1%, up from 22.9% in 2022
- $36 return for every $1 spent: email marketing's average ROI, per Litmus
- 63% of marketers now use AI tools in their email marketing campaigns
- 55% of all emails are opened on mobile devices
Email Usage and User Growth (2023-2026)
Email remains one of the most widely adopted communication channels globally. With over 4.4 billion users today and projected growth to nearly 4.9 billion by 2027, email usage continues to climb year over year. Understanding the scale of email adoption helps marketers recognize why this channel remains essential for reaching audiences.
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4.59 billion people worldwide used email in 2025, representing 56% of the global population
Email has reached a scale that no other direct marketing channel can match. With more than half the world's population now using email, it gives marketers a uniquely broad and direct line to consumers across every demographic and geography.
2
4.73 billion email users are projected by 2026, up from 4.0 billion in 2020
That is an addition of roughly 730 million users in just six years. For marketers, this sustained growth means the addressable audience for email campaigns continues to expand year over year, even as other digital channels face saturation.
3
376.4 billion emails were sent and received globally every day in 2025, a 4% increase over 2024
Daily email volume climbed from 361.6 billion in 2024 to 376.4 billion in 2025, and it is projected to reach 408.2 billion by 2027. This consistent 4% compound annual growth rate underscores how deeply embedded email is in both personal and professional communication.
4
In 2024, the United States sent the most emails of any country at 9.7 billion per day
Germany (8.5 billion) and Ireland (8.4 billion) ranked second and third, while the Netherlands, UK, and France each sent 8.3 billion daily. This geographic concentration highlights where email infrastructure and marketing activity are most intense, and where deliverability standards are strictest.
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88% of email users check their inbox multiple times a day, with 42% checking 3 to 5 times daily
Only 3% of users go a full day without checking email. This checking frequency means email is one of the few channels where your message has a reliable window for daily visibility, making it far more consistent for reach than social media feeds governed by algorithm.
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58% of email users check their inbox before checking social media or news each morning
Email is the first digital touchpoint of the day for a majority of users. For marketers, this means a well-timed morning send can be the very first message a subscriber sees, giving email a priority position in the daily attention window that other channels rarely achieve.
Engagement Metrics and Open Rates
Email engagement metrics reveal how subscribers interact with campaigns. Open rates, click rates, and click-to-open rates (CTOR) show the effectiveness of subject lines, content, and overall campaign strategy. However, Apple's Mail Privacy Protection has inflated open rates since 2021, making CTOR and CTR more reliable indicators of true engagement.
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In 2023, the average email open rate across ecommerce campaigns rose to 25.1%, up from 22.9% in 2022
Omnisend analyzed over 23 billion marketing emails sent by ecommerce merchants in 2023 and found open and click rates at four-year highs. While Apple Mail Privacy Protection (MPP) contributes to inflated open rates industry-wide, the parallel rise in click rates confirms that genuine engagement also improved.
10
Between 2022 and 2023, the average email open rate rose from 26.8% to 39.64%, while average CTR climbed from 1.89% to 3.2%
GetResponse analyzed more than 4.4 billion messages sent by customers in 2023. The growth in CTR is particularly significant because, unlike open rates, click-through rates are not distorted by Apple MPP auto-opens, making the CTR increase a reliable sign of stronger subscriber engagement.
11
In 2023, US email click-to-open rates (CTOR) rose to 9.5%, up from 8.7% in 2022
CTOR measures the share of openers who actually click, making it a more reliable engagement signal than open rates alone, which are inflated by MPP. A rising CTOR indicates that email content and calls-to-action became more compelling year-over-year, independent of inbox delivery fluctuations.
12
Automated emails ended 2023 with a 42.1% open rate and a 5.4% click rate, compared to 25.1% and 1.5% for campaign emails
Omnisend's 2023 year-end data shows automated emails dramatically outperform broadcast campaigns on every engagement metric. Despite making up only 2% of all email sends in 2023, automated emails generated 41% of all email-driven orders, underscoring how behavioral targeting drives both engagement and revenue.
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The average cross-industry email CTR in 2023 was 3.25%, with triggered emails reaching 5.02%
GetResponse benchmark data shows that triggered, behavior-based emails consistently outperform standard newsletter campaigns on click-through rate. Since CTR is not affected by MPP, it serves as the most trustworthy signal of real audience engagement in a post-MPP measurement environment.
Email Marketing ROI and Business Impact
Email marketing delivers exceptional return on investment compared to other digital channels. With average ROI between $36 and $42 for every dollar spent, email consistently outperforms social media, banner ads, and SMS. These numbers demonstrate why marketers continue investing heavily in email strategies.
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$36 return for every $1 spent: email marketing's average ROI, per Litmus
Litmus's State of Email research, consistently cited across the industry, puts the average email marketing ROI at $36 per dollar spent. This 3,600% return outperforms every major digital channel, including SEO, paid search, and social media advertising.
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In 2023, 52% of marketers saw their email marketing ROI double compared to the prior year
A Mailmodo survey of marketing professionals worldwide found that more than half reported a 100% improvement in email ROI in 2023. An additional 5.7% saw their returns quadruple, while only 12.9% reported no improvement at all.
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Email outperformed banner ads and SMS marketing by 108% in 2023
Compared head-to-head with other common digital tactics, email delivered more than double the ROI of banner display ads and SMS campaigns in 2023. It also outperformed social media posts by 13% and social media ads by 11%, reinforcing email's place as the highest-returning owned channel.
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18% of companies achieve email marketing ROI greater than $70 for every $1 invested
While the industry average sits at $36 to $42 per dollar, a meaningful segment of high-performing businesses more than doubles that benchmark. This gap is typically driven by strong list segmentation, personalization, and consistent A/B testing practices.
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Retail and ecommerce businesses earn an average ROI of $45 for every $1 spent on email
Industry-level data from Litmus's State of Email shows that retail, ecommerce, and consumer goods companies outperform the overall average. Tourism leads all industries at $53 per dollar spent, followed by media at $45 and retail/ecommerce at $43 to $45.
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In 2024, automated emails drove 37% of all email-generated sales despite making up just 2% of email volume
Omnisend data shows that automated email workflows, including welcome series, cart abandonment, and browse abandonment flows, generate a disproportionately high share of email revenue. This means a small investment in automation infrastructure can deliver a substantial portion of total email-driven income.
AI Adoption and Personalization Trends
Artificial intelligence and personalization are reshaping email marketing. In 2023, 57% of enterprise marketers adopted AI-powered email tools, and 77% of marketers reported increased engagement through personalization. These trends show the shift toward smarter, more targeted campaigns.
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63% of marketers now use AI tools in their email marketing campaigns
As of 2024-2025, nearly two-thirds of email marketers have adopted AI tools to personalize content, automate email generation, and analyze customer behavior. This marks a clear shift from early experimentation to mainstream use across teams of all sizes.
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87% of businesses that adopted AI use it specifically to enhance email marketing
Email is the primary focus for companies investing in AI technologies, signaling that marketers see the inbox as the highest-leverage channel for applying machine learning, personalization, and automation at scale.
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45% of email marketing teams used AI to help create email content in early 2024
Litmus surveyed nearly 1,000 marketers and found that nearly half were already using AI in content production, with adoption accelerating quickly. This represents a major jump from prior years and reflects growing trust in AI-generated copy and design assistance.
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34% of email marketers already use AI for copywriting, making it the most common AI-assisted task
According to Litmus, AI-assisted copywriting leads all other AI use cases in email marketing. This adoption is driven by time savings, with the majority of marketing teams now producing emails in under one week, down from two weeks or more in 2023.
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AI-driven personalization boosts email revenue by 41% and click-through rates by 13.44%
Marketers using AI specifically for email personalization report a measurable 41% increase in revenue alongside a 13.44% lift in CTR. These numbers make the business case for moving beyond generic batch-and-blast campaigns to behavior-based, individually tailored messaging.
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Personalized email subject lines increase open rates by 26%, and personalized emails generate up to 6x higher transaction rates
Two distinct personalization tactics deliver measurable results: subject line personalization lifts open rates by 26%, while fully personalized email content drives up to six times more transactions than non-personalized campaigns. Together, these figures show that personalization pays at every stage of the email funnel.
Mobile Optimization and Device Usage
Mobile devices dominate email consumption, with 61% of users checking email primarily on smartphones. Over half of all email opens now occur on mobile, making mobile-responsive design non-negotiable. This trend continues to strengthen as mobile adoption grows globally.
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55% of all emails are opened on mobile devices
Mobile has overtaken every other environment as the primary place people read email. Marketers who design for desktop first are effectively optimizing for a shrinking minority of their audience.
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41.6% of email opens come from mobile clients, compared to 40.6% via webmail and just 16.2% via desktop
Data from Litmus tracking billions of email opens shows mobile has definitively surpassed desktop as the dominant reading environment. Desktop now accounts for less than 1 in 5 opens, making desktop-only design a critical strategic error.
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In July 2023, 56% of email marketing professionals reported plans to optimize email design for mobile devices
Despite mobile dominating opens, a significant portion of marketers are still playing catch-up on mobile optimization. This gap represents a direct competitive opportunity for teams that prioritize mobile-first design.
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70% of poorly rendered emails are deleted within 3 seconds on mobile
According to research cited by Campaign Monitor and Adestra, if an email does not display correctly on mobile, users delete it almost immediately regardless of content quality. An additional 15% will unsubscribe rather than simply delete.
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67% of Gen Z and 59% of Millennials use smartphones as their primary device for reading email
Younger, high-purchasing-power audiences are overwhelmingly mobile-first email users. For brands targeting Gen Z or Millennials, mobile-optimized email design is not optional: it is the baseline expectation.
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Nearly 1 in 5 email marketing campaigns is still not optimized for mobile devices
Despite the dominance of mobile opens, approximately 20% of campaigns are sent without proper mobile optimization. This represents a measurable, avoidable loss of engagement, clicks, and conversions for those senders.
Automation, Segmentation, and Best Practices
Email automation and list segmentation deliver measurable results. Automated emails show 52% higher open rates and 332% higher click rates compared to standard campaigns. Segmented campaigns achieve 14% higher open rates and generate 760% more revenue, proving the power of targeted approaches.
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In 2023, automated emails generated 41% of all email orders while accounting for only 2% of emails sent
Omnisend's analysis of over 23 billion marketing emails found that automated messages deliver a dramatically outsized share of revenue relative to their send volume. For ecommerce brands in particular, this makes automation the single highest-leverage email investment available.
42
Automated emails achieve a 42.1% open rate and a 5.4% click rate, compared to 25.1% and 1.5% for standard campaign emails
Omnisend's 2023 full-year data shows automated emails outperform broadcast campaigns in every key engagement metric. The nearly 4x difference in click rates reflects the power of sending messages triggered by subscriber behavior rather than a fixed calendar schedule.
43
Segmented email campaigns produce 760% more revenue than non-segmented campaigns
Data from Campaign Monitor and DMA consistently shows that list segmentation is the highest-impact tactic for email revenue growth. Sending the right message to the right audience segment removes the noise that drags down conversions in generic broadcast sends.
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Segmented campaigns score 14.31% more opens and 100.95% more clicks than non-segmented campaigns
Mailchimp's analysis of 2,000 users running 11,000 segmented campaigns found that segmentation improves both reach and action. Bounce rates, abuse reports, and unsubscribes were all lower in segmented sends, meaning segmentation also protects sender reputation.
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78% of marketers say subscriber segmentation is the single most effective email marketing strategy
HubSpot research ranks segmentation above message personalization (72%) and email automation campaigns (71%) as the top tactic for campaign performance. Despite this consensus, many email programs still rely on unsegmented broadcast sends.
46
Automated flows generate up to 30x more revenue per recipient than one-off campaign emails
Klaviyo's analysis of over 325 billion emails shows that behavior-triggered flows such as abandoned cart, welcome series, and post-purchase sequences dramatically outperform standalone campaign sends on a per-recipient revenue basis. The timing and relevance of automated messages is the key driver.
Domande frequenti
A good open rate depends on industry. Across all industries, the average ranges from 21% to 43%, with top performers reaching 45%+. Government and healthcare sectors average 46%+, while retail averages 16-20%. However, Apple's Mail Privacy Protection has inflated these numbers since 2021, making click-to-open rate (CTOR) a more reliable metric.
The average email click-through rate across industries is 1.4% to 3% in 2024-2026. However, this varies significantly by industry. Legal services and nonprofits perform above 6%, while retail and software industries hover around 1%. Automated emails consistently outperform at 5.4%, and abandoned cart emails reach 6.25% CTR.
Yes. Email remains one of the highest-ROI marketing channels, delivering $36-$42 for every $1 spent. In 2024, 50% of consumers made direct purchases from emails, and email outperformed social media by 13%. Email is 40x more effective than social media for customer acquisition and continues to be a critical channel for retention and revenue.
Significantly. In 2023, 57% of enterprise marketers used AI-powered email tools, up from 26% in 2022. By 2025, 70% of US marketers employed generative AI in their work. AI adoption has reduced production time from 2+ weeks to under one week, and 95% of marketers using AI-generated content reported positive results.
Fonti
All statistics on this page are sourced from the following 42 references.
