105 Email Marketing Statistics for 2026 (Updated)
The most comprehensive collection of email marketing statistics, benchmarks, and trends for 2026. Data you can cite with confidence.
Last updated: January 2026. All statistics sourced from industry reports including Litmus, Mailchimp, HubSpot, and our own proprietary research.
Key Email Marketing Statistics at a Glance
$36
Average ROI per $1 spent
4.4B
Global email users
21%
Average open rate
Email Marketing ROI Statistics
Email marketing delivers an average ROI of $36 for every $1 spent (Litmus, 2025)
Email is 40x more effective at acquiring customers than Facebook and Twitter combined (McKinsey)
81% of small businesses rely on email as their primary customer acquisition channel (Emarsys)
80% of professionals say email marketing drives customer acquisition and retention (Litmus)
Marketers who use segmented campaigns note as much as a 760% increase in revenue (Campaign Monitor)
Automated email messages average 70.5% higher open rates and 152% higher click-through rates than standard marketing messages (Epsilon)
Welcome emails generate 320% more revenue on average than other promotional emails (Campaign Monitor)
59% of B2B marketers say email is their most effective channel for revenue generation (HubSpot)
Email Engagement Statistics
The average email open rate across all industries is 21.33% (Mailchimp)
The average click-through rate is 2.62% (Mailchimp)
The average click-to-open rate is 10.12% (Campaign Monitor)
The average unsubscribe rate is 0.24% (Mailchimp)
The average bounce rate is 0.55% (Mailchimp)
Email subject lines with emojis have 56% higher open rates (Experian)
Personalized subject lines increase open rates by 50% (Yes Lifecycle Marketing)
Emails sent on Tuesday have the highest open rates (20.9%) (Campaign Monitor)
The best time to send emails is 10 AM or between 8 PM and midnight (HubSpot)
47% of email recipients open emails based on subject line alone (Invesp)
69% of email recipients report emails as spam based solely on the subject line (Invesp)
Mobile Email Statistics
47% of all emails are opened on mobile devices (Litmus)
Apple iPhone is the most popular mobile email client with 31% of opens (Litmus)
Gmail is the second most popular mobile email client with 29% of opens (Litmus)
75% of Gmail users access their accounts on mobile devices (Google)
Mobile users who open emails a second time from their computer are 65% more likely to click through (Campaign Monitor)
23% of readers who open an email on mobile open it again later (Campaign Monitor)
Email Automation Statistics
Automated emails generate 320% more revenue than non-automated emails (Campaign Monitor)
Welcome emails have an average open rate of 82% (GetResponse)
Abandoned cart emails have a 10.7% conversion rate (Moosend)
Triggered emails drive 624% higher conversion rates than batch emails (Forrester)
Post-purchase emails see 217% higher open rates than standard emails (Experian)
Birthday emails generate 342% higher revenue per email than standard promotional emails (Experian)
51% of companies use automation in their email marketing (HubSpot)
Email Personalization Statistics
Personalized email campaigns improve click-through rates by 14% and conversion rates by 10% (Aberdeen)
74% of marketers say targeted personalization increases customer engagement (eConsultancy)
Segmented email campaigns have 14.31% higher open rates than non-segmented campaigns (Mailchimp)
Personalized subject lines are 26% more likely to be opened (Campaign Monitor)
Emails with personalized images have 29% higher unique click rates (BrightWave)
90% of leading marketers say personalization significantly contributes to business profitability (Google)
Email Marketing Benchmarks by Industry
| Industry | Open Rate | Click Rate | Unsubscribe |
|---|---|---|---|
| Arts & Entertainment | 24.5% | 2.9% | 0.21% |
| Business & Finance | 21.8% | 2.6% | 0.18% |
| E-commerce | 15.7% | 2.1% | 0.29% |
| Education | 25.3% | 3.1% | 0.15% |
| Health & Fitness | 22.1% | 2.7% | 0.24% |
| Marketing | 17.8% | 2.0% | 0.27% |
| Non-profit | 25.8% | 2.9% | 0.17% |
| Real Estate | 20.2% | 2.2% | 0.23% |
| SaaS | 21.4% | 2.4% | 0.19% |
| Travel | 18.9% | 2.3% | 0.26% |
B2B vs B2C Email Statistics
B2B Email Stats
- • Avg open rate: 21.3%
- • Avg click rate: 2.6%
- • Best day: Tuesday
- • Best time: 8-10 AM
- • Preferred content: Educational
- • Average list growth: 10%/month
B2C Email Stats
- • Avg open rate: 19.8%
- • Avg click rate: 2.4%
- • Best day: Thursday
- • Best time: 5-7 PM
- • Preferred content: Promotional
- • Average list growth: 15%/month
How to Cite These Statistics
Feel free to use these statistics in your content. Please cite maillead.io as follows:
"According to maillead.io's Email Marketing Statistics 2026, [statistic]."
Link back to this page when possible. Questions about data sources? Contact us.
Related Resources
Frequently Asked Questions
What is the ROI of email marketing?
Email marketing delivers an average ROI of $36 for every $1 spent, making it the most cost-effective marketing channel available to businesses.
What is a good email open rate?
A good email open rate varies by industry but generally falls between 15-25%. The average across all industries is 21.33% according to recent benchmarks.
How many email users are there worldwide?
There are 4.4 billion email users worldwide as of 2026, representing more than half of the global population. This number is expected to grow to 4.6 billion by 2027.