Estratégia de Email Marketing47 statistics37 sources#Estatísticas de Email#Email Trends#ROI de Email#Entregabilidade de Email
47 Email Marketing Trends Statistics (2026)
Latest email marketing statistics and trends for 2026. ROI benchmarks, open rates, automation impact, AI adoption, and mobile optimization data from Litmus, HubSpot, Statista.
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Pontos-chave
- 4.59 billion people worldwide used email in 2025, equal to 56% of the global population
- 43.46% average email open rate recorded across all industries in 2025
- $36 returned for every $1 spent: email marketing averages a 3,600% ROI
- 55% of all email opens globally now occur on mobile devices
- 63% of marketers now use AI tools in their email marketing workflows
Global Email Usage and User Growth
Email remains the most widely used communication channel globally, with billions of users actively checking their inboxes daily. These numbers demonstrate the massive reach available to email marketers and why email continues to drive business results across all industries.
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4.59 billion people worldwide used email in 2025, equal to 56% of the global population
Email is not a niche channel. More than half the planet actively uses it, giving marketers an unmatched addressable audience that no social platform comes close to matching at scale.
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376.4 billion emails were sent and received every day in 2025, up from 281.1 billion in 2018
Daily email volume has grown at a compound annual rate of roughly 4% since 2018, showing that email traffic continues to rise year over year despite competition from messaging apps and social platforms.
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Global email users are projected to reach 4.73 billion by 2026, adding roughly 100 million users per year
User growth is steady and predictable, driven largely by expanding internet access in emerging markets. For marketers, a growing inbox audience means growing reach without the need to compete for shrinking organic visibility on other channels.
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Email grew from 4 billion users in 2020 to a projected 4.7 billion by 2026, a gain of roughly 600 million users in six years
This sustained growth across the 2020-2026 period confirms that email adoption has not plateaued. For marketers building long-term channel strategies, the audience size continues to expand alongside the broader internet population.
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In 2026, approximately 392.5 billion emails will be sent each day globally, rising to 408.2 billion by 2027
Automated and AI-driven emails are a primary engine behind this volume growth. Marketers operating in a higher-volume inbox environment need strong deliverability practices and relevant content to stand out.
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88% of email users check their inbox multiple times daily, while only 3.5% skip checking on any given day
Inboxes are checked habitually and frequently. This level of daily engagement means email gives marketers repeated opportunities to reach an audience within a single day, a behavior pattern that most social and paid channels cannot replicate.
Email Engagement Metrics and Benchmarks
Understanding current engagement benchmarks helps you benchmark your campaign performance and identify improvement opportunities. These metrics include open rates, click-through rates, and click-to-open rates, though marketers are increasingly moving beyond open rates as a primary KPI.
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43.46% average email open rate recorded across all industries in 2025
MailerLite's benchmark study of 3.6 million campaigns found the average open rate climbed from 42.35% in 2024 to 43.46% in 2025. Marketers should treat this figure with caution, however, as Apple Mail Privacy Protection inflates reported opens by pre-loading tracking pixels regardless of whether a subscriber actually reads the email.
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2.09% is the average email click-through rate across all industries in 2025
Measured across 3.6 million email campaigns, the average CTR rose slightly from 2.00% in 2024 to 2.09% in 2025. With open rate reliability diminished by privacy changes, click-through rate has become the primary engagement signal for most email teams, since it requires deliberate action from the recipient.
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6.81% median click-to-open rate (CTOR) across all email campaigns in 2025
MailerLite's 2025 benchmark data shows CTOR rose from 5.63% in 2024 to 6.81% in 2025, with industry variation ranging from 2.96% to 14.82%. CTOR measures how persuasive your email content is once it has been opened, making it a stronger indicator of content quality than open rate alone.
11
Apple Mail accounted for 49.29% of all tracked email opens in January 2025
According to Litmus data cited by EmailTooltester, Apple Mail is now the single largest email client by open share. Because Apple Mail Privacy Protection pre-loads tracking pixels on behalf of users, this level of market share means reported open rate figures are materially inflated for the majority of senders.
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5.3% is the average click-to-open rate across industries, according to HubSpot's 2025 benchmark data
HubSpot notes that CTOR and CTR have become the primary performance indicators in a post-MPP world, since open rates now reflect email client behavior as much as subscriber intent. CTOR tells marketers what percentage of people who opened an email actually clicked something, making it the clearest measure of content relevance.
ROI, Revenue, and Business Impact
Email marketing consistently delivers the highest return on investment among digital marketing channels. These statistics show the tangible financial impact of email campaigns and why businesses of all sizes prioritize this channel.
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$36 returned for every $1 spent: email marketing averages a 3,600% ROI
Email marketing consistently delivers an average return of $36 for every dollar invested, making it the highest-ROI channel in digital marketing and outperforming SEO, paid search, and social media ads. This benchmark is drawn from surveys of marketing leaders across industries and has held firm even as digital ad costs rise.
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52% of email marketing professionals reported their campaign ROI doubled between 2022 and 2023
More than half of email marketers saw their ROI at least double in a single year, with an additional 5.7% reporting their ROI quadrupled over the same period. This rapid growth reflects the compounding gains from better segmentation, automation, and deliverability practices.
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18% of businesses achieve an ROI of over $70 for every $1 spent on email marketing
While the industry average sits at $36 per $1 spent, the top tier of email marketers are generating more than $70 in return per dollar, demonstrating the ceiling for well-optimized programs that combine personalization, automation, and strong list hygiene.
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Automated emails drove 37% of all email-generated sales from just 2% of total send volume in 2024
Omnisend's analysis of nearly 24 billion emails sent in 2024 found that behavior-triggered automated messages produced a disproportionate share of revenue, earning 16 times more per send than standard scheduled campaigns. Abandoned cart, welcome, and browse abandonment flows accounted for 87% of all automated orders.
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59% of consumers say marketing emails influence their purchase decisions
Nearly 6 in 10 consumers acknowledge that email marketing directly shapes what they buy, giving brands a measurable, direct line from inbox to checkout. This influence rate makes email one of the few channels where marketers can draw a clear connection between message and revenue.
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Email marketing revenue worldwide is projected to reach $17.9 billion by 2027, up from $7.5 billion in 2020
The global email marketing market has more than doubled in value over seven years and continues to grow at a compound annual growth rate of 13.3%. This expansion reflects increasing business investment in email platforms, AI-powered automation, and personalization tools.
Mobile Optimization and Device Usage
Mobile devices now account for the majority of email opens, making responsive design and mobile-first strategies critical for campaign success. Users expect fast-loading, well-designed emails regardless of the device they use.
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55% of all email opens globally now occur on mobile devices
Mobile has crossed the majority threshold, with some audience segments reporting over 80% mobile opens. This makes mobile-first email design a baseline requirement, not a differentiator, for any campaign built to perform in 2025 and beyond.
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42.3% of users delete emails immediately if they are not optimized for mobile
Recipients give poorly formatted emails almost no grace period. With average mobile email reading time clocking in at just 10 seconds, a non-responsive layout can wipe out an entire campaign's engagement before a single click is recorded.
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Mobile-responsive email design increases unique mobile clicks by 15%
Switching from a static layout to a responsive design delivers a measurable, immediate lift in click performance. The improvement comes from properly sized buttons, scaled images, and touch-friendly layouts that reduce friction for smartphone users.
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85% of email users access their inbox on a mobile device at some point every day
Mobile email access is near-universal. Even users who primarily work on desktops still check email on their phones during the day, which means a poor mobile rendering can damage engagement across virtually your entire list.
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58% of email users check their inbox first thing in the morning on mobile
Morning mobile email habits are deeply entrenched. For email marketers, this creates a high-value engagement window in the early hours where a well-timed, mobile-optimized send can capture attention before any other channel does.
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47% of businesses use rendering checks to test emails across mobile and other platforms
Fewer than half of businesses currently verify how their emails actually display on mobile clients before sending. This gap represents a significant and avoidable risk, particularly given that over half of all opens now happen on smartphones.
AI, Automation, and Personalization Adoption
Artificial intelligence and automation are transforming how marketers create, personalize, and send campaigns. These technologies enable marketers to deliver more relevant content at scale while reducing manual effort and improving engagement.
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63% of marketers now use AI tools in their email marketing workflows
AI adoption in email marketing has crossed the majority threshold, with nearly two-thirds of marketers actively using AI tools for campaigns. This signals that AI is no longer an edge tactic but a mainstream component of how email teams operate.
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87% of businesses that have adopted AI apply it specifically to email marketing
Email is the primary use case for AI across marketing functions, with nearly nine in ten AI-adopting organizations directing the technology at email campaigns. This makes email the de facto entry point for AI adoption in marketing stacks.
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In 2025, 49% of marketers use generative AI for static email copy creation
The Litmus State of Email 2025 report, based on 692 global marketing professionals surveyed in early 2025, found that nearly half of all email marketers now rely on generative AI to write campaign copy. This makes content creation the single most common AI application in email marketing.
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AI-powered image generation use in email marketing increased 340% between 2024 and 2025
The Litmus State of Email 2025 report identified a 340% year-over-year surge in marketers using AI to generate images for emails. This dramatic shift reflects how AI is moving beyond copywriting into visual production, shortening email creation cycles significantly.
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70% of marketers predict up to half of their email operations will be AI-driven by 2026
According to the Litmus State of Email 2025 report, the majority of email marketers expect significant AI automation of their workflows within one year. An additional 18% expect AI to handle 50 to 75% of their email marketing tasks, pointing to a rapid shift in how campaigns are built and managed.
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66% of AI-adopting email marketers use AI specifically to optimize send times
Send-time optimization is the most widely deployed AI application in email marketing, ahead of copy generation and personalization. Marketers using AI-driven send timing report improved open and click rates by reaching subscribers when they are most likely to engage.
Email Segmentation, Frequency, and Unsubscribe Trends
Proper segmentation and frequency control reduce unsubscribe rates and improve engagement. Data shows that marketers are improving list management practices, resulting in better sender reputation and lower churn.
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760% increase in email revenue reported by marketers who use list segmentation
Segmenting campaigns by subscriber behavior, demographics, or purchase history is one of the highest-leverage tactics in email marketing. Campaign Monitor's data shows this revenue lift is achievable when targeting replaces broadcast sending.
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Segmented email campaigns achieve a 14.31% higher open rate and a 100.95% higher click-through rate than non-segmented campaigns
These figures illustrate how much relevance affects subscriber behavior. When recipients receive content matched to their interests or stage in the buyer journey, they are significantly more likely to open and act on it.
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In 2025, the average email unsubscribe rate rose to 0.22%, more than double 2024's rate of 0.08%
MailerLite's benchmark report, based on over 3.6 million campaigns, attributes this jump largely to Gmail's updated one-click unsubscribe feature, which makes it easier for subscribers to opt out without opening the email. While the absolute number remains small, marketers should treat this shift as a prompt to sharpen segmentation and relevance.
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43% of subscribers unsubscribe primarily because they receive too many emails from the same sender
Frequency control is one of the most direct levers for reducing list churn. This finding reinforces why email preference centers and engagement-based sending cadences are not optional extras but core list management tools.
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Businesses sending daily emails experience a 40% increase in unsubscribe rates compared to those on weekly schedules
Higher send frequency does not compound returns. When promotional volume exceeds subscriber tolerance, opt-out rates climb sharply. Matching cadence to audience engagement level, rather than campaign calendars, protects sender reputation and long-term deliverability.
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90% of email marketing professionals report that subscriber segmentation boosts campaign performance
Near-universal adoption of segmentation among experienced practitioners reflects its proven impact on deliverability, engagement, and revenue. Brands that segment avoid the content-audience mismatch that drives both unsubscribes and spam complaints.
Emerging Trends: Interactive Elements and Privacy
Interactive email elements and privacy-first strategies are reshaping modern email marketing. These trends reflect changing consumer expectations and the shift toward more trustworthy, engaging email experiences.
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97% of email marketers used at least one interactive element in their campaigns in 2025
According to Litmus's 2025 State of Email report, interactive element adoption has reached near-universal levels among email marketers. Elements range from polls and image carousels to countdown timers and embedded forms, reflecting a broad shift from passive email delivery toward active, in-inbox participation.
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Emails with interactive content see a 73% higher click-to-open rate than static emails
Interactive content such as polls, quizzes, and embedded videos drives significantly more engagement than traditional static layouts. For email marketers focused on improving downstream conversions, this performance gap makes interactivity one of the highest-leverage design decisions available.
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72% of consumers in 2024 reported being more concerned about their online privacy than five years prior
Privacy anxiety among subscribers has grown substantially, and email marketers who clearly communicate how they collect and use data are better positioned to build trust and sustain engagement. Transparent data practices are no longer optional; they directly influence open rates, list retention, and brand loyalty.
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Apple Mail Privacy Protection now affects over 50% of recorded email opens, making open rate a less reliable engagement metric
Litmus client market share data confirms that more than half of all email opens now occur on devices with Apple MPP activated. Because MPP preloads email content through proxy servers, senders receive an open signal regardless of whether a recipient actually viewed the message, inflating open rate data and pushing marketers toward click, reply, and conversion metrics instead.
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82% of consumers are concerned about how their email data is being used, driving adoption of privacy-first email providers
Surveys cited in the Clean Email 2025 to 2026 industry report show that privacy awareness is reshaping inbox behavior at scale. Privacy-focused providers like Proton Mail surpassed 100 million accounts by 2023, while regulatory pressure from GDPR, CCPA, and the European AI Act is pushing both individual users and enterprises toward privacy-first email architectures.
Fontes
All statistics on this page are sourced from the following 37 references.
