As the online business industry changes at an increasing rate, is email marketing still as effective as it once was? In this article, you’ll get access to some key trends and statistics on whether email marketing is still a critical tool for business.
As AI products continue to roll out and despite the usual claims from online experts, email marketing is still de rigueur of proven marketing strategies.
There are 4.48 billion email users worldwide, therefore, the importance of email marketing is undeniable for two reasons:
Email Marketing Statistics and Trends
1: It’s low cost.
I’ll caveat that from the start by saying that it is getting more expensive and it’s important not to fall foul of outrageous price hikes (such as the recent AWeber hike which lost me as a 17 year customer.) If you’ve got a list and an autoresponder, it costs nothing more to write an email and press send. Use GetResponse too.
2: It works.
According to Neil Patel, the ROI is $40 per $1 spent.
Here’s a comprehensive look at the latest email marketing statistics and trends for 2025, as compiled by Forbes Magazine.
Global Reach and Usage
- 4.48 Billion Users: Email continues to be a dominant communication channel, with 4.48 billion users globally. Projections suggest this number will rise to 4.73 billion by 2026, underscoring the enduring relevance of email marketing.
- Widespread Adoption: 81% of companies incorporate email into their marketing strategies, highlighting its effectiveness in nurturing customer relationships and driving conversions. For small businesses, 64% leverage email marketing, finding it an accessible and efficient way to engage their audience and build brand loyalty.
The question I have to ask if only 64% of small businesses are leveraging email marketing, what are the other 36% thinking? That it’s too much work? (It’s not). That they’ll make too much money? That email marketing is dead? As long as people are using email, it will still be a great way to communicate with your prospects and make sales.
Marketing Effectiveness
- Prevalence Among Marketers: One-third of marketers utilise email marketing, with nearly 90% planning to maintain or increase their spending on email campaigns, demonstrating its high ROI and effectiveness in driving sales.
- Impactful Channel: Half of the marketers surveyed consider email marketing their most impactful channel due to its ability to generate high engagement and conversion rates.
A third of marketers use email marketing and 90% plan to. Do you see the possibilities here? If you have a speciality or the desire to become an email marketing consultant to businesses, the field is wide open and ready for your move.
Engagement Metrics
- Average Open Rate: The average open rate for email marketing campaigns is 36.5%. Faith-based organisations and childcare services lead with open rates above 44%, indicating highly engaged audiences.
- Click-Through Rates: The average click-through rate stands at 1.4%, with technology services and transportation services achieving rates of 2.6%. This highlights the importance of targeted content and timely messaging.
Build a tribe of enthusiastic fans and you can reach that 44% yourself. Make your brand something people love (Think Apple) and people will eagerly open your emails.
Bounce Rates
- Low Bounce Rates: The average bounce rate for email campaigns is 10.4%. Repair and maintenance services boast the lowest bounce rate at 4.9%, indicating strong engagement and relevance.
Personalisation and Frequency
- Personalised Emails: Emails that are personalized see a 26% increase in open rates. Additionally, 83% of customers are willing to share their data for personalised experiences, highlighting the value of tailored communication.
- Email Frequency: Over half of businesses send emails two to four times per month, balancing regular engagement with audience tolerance.
If your email messages are relevant to your readers, then you can send emails as often as you like. Remember, it’s never about what you want to say in your emails and it’s always about what your subscribers want from you. Place a sign over your desk to remind you, “What’s in it for my audience?”
Optimal Timing
- Best Time to Send: The most effective time to send email campaigns is Tuesday at noon, optimising for recipient receptiveness and attention.
If you want to send an email on Tuesday at noon, go for it. Just realise everyone else is doing the same, so you’ll need to work harder to stand out. In addition to Tuesday at noon, try sending at other times when there is less competition for eyeballs in the inbox.
Usage Statistics
- Daily Email Volume: An astounding 361.6 billion emails are sent daily, projected to reach 408.2 billion by 2027.
- Frequent Checking: 88% of people check their emails daily, with 39% doing so three to five times a day.
Top Tip: Send an email in the morning and resend it in the afternoon, with a tweaked subject line to everyone who did not open the morning email. This way you double your chances of being seen in the inbox.
Device Preferences
- Mobile Dominance: 41% of email views come from mobile devices, making mobile optimisation crucial for engagement.
- Millennial Preferences: 59% of Millennials primarily use their phones to check email, emphasising the need for mobile-friendly designs.
Test to see how your emails look on mobile before sending. Do this every time.
B2B and B2C Insights
- B2B Effectiveness: 81% of B2B marketers use email marketing, with 73% considering it the most effective way to contact prospects. Additionally, 77% of B2B buyers prefer email for communication.
- B2C Engagement: Abandoned cart emails achieve an open rate of 50.5%, and automated flows generate up to 30 times more revenue per recipient.
Half of abandoned cart emails get opened, so make it good. Make it VERY good. Tweak and test this email to get as many customers as possible going back to that cart and checking out.
ROI and Revenue
- High ROI: Email marketing delivers an average return of $36 for every dollar spent, with global revenue expected to reach $12.33 billion in 2024.
- Industry Leaders: Marketing, PR, advertising, retail, e-commerce, and consumer goods see the highest email marketing ROIs.
$36 or $40 per every dollar spent – whatever the number, it’s BIG. If you hand me a dollar and I give you back two $20 bills, how long would you play this game? Most likely until you dropped from fatigue. You can play this game any time you like when you build and nurture your own email list.
Automation and AI
- AI Integration: 47% of email marketers use AI for campaign creation, with top use cases including content personalisation (50%), retargeting (47%), and subject line optimisation (47%).
Automation is wonderful and AI is helpful, but your emails still need to be in your own voice with your own personality to be effective. Trust me on that…
Trends and Security
- Increased Focus on Authentication: 2025 will see a heightened emphasis on email authentication to protect brand reputation and enhance security.
- Consumer Expectations: 79% of consumers engage with personalised offer emails, and gamified emails can increase ROI by 300%.
Gamified emails, now there’s a subject we’ll tackle another day. And it works both ways. Not only do your subscribers love games, but if you think of your own email marketing as a game, you’ll get better at it faster while enjoying the process more.
Conclusion
Email marketing still works and will continue to offer a significant return on your investment of time and money. And as technology evolves, the integration of AI and personalisation continues to improve campaign effectiveness.
If you’re not in the email marketing game in 2025, then you are losing out.
