Email drives an average ROI of $36 for every $1 spent.
Litmus identifies email as one of the highest-return marketing channels when programs are built and measured well.
Litmus Email ROIStatistics & Research
Email Marketing Statistics
A sourced email marketing statistics page for teams planning email ROI, deliverability, segmentation, newsletters, lifecycle campaigns, and B2B nurture.
Last updated: May 202620 sourced statistics7 min read
Top key statistics
Key email marketing statistics
Start here if you need the highest-signal numbers for a presentation, strategy document, article, or stakeholder discussion.
35% of companies see email ROI of 36:1 or more.
Litmus State of Email resources show that strong programs can exceed the average ROI benchmark.
Litmus State of Email Reports58% of marketing teams send emails weekly or several times per week.
The cadence benchmark helps teams compare their email frequency with broader email program behavior.
Litmus State of Email ReportsMailchimp all-user benchmark open rate is 35.63%.
Mailchimp benchmarks are based on campaigns with tracking enabled and at least 1,000 subscribers.
Mailchimp Email BenchmarksMailchimp all-user benchmark click rate is 2.62%.
Click rate is often a stronger engagement signal than opens because privacy features can inflate open tracking.
Mailchimp Email Benchmarks2 stats
Email ROI
012024
Email drives an average ROI of $36 for every $1 spent.
Litmus identifies email as one of the highest-return marketing channels when programs are built and measured well.
Litmus Email ROI022026
35% of companies see email ROI of 36:1 or more.
Litmus State of Email resources show that strong programs can exceed the average ROI benchmark.
Litmus State of Email Reports1 stats
Email cadence
032026
58% of marketing teams send emails weekly or several times per week.
The cadence benchmark helps teams compare their email frequency with broader email program behavior.
Litmus State of Email Reports1 stats
Open rates
042023
Mailchimp all-user benchmark open rate is 35.63%.
Mailchimp benchmarks are based on campaigns with tracking enabled and at least 1,000 subscribers.
Mailchimp Email Benchmarks1 stats
Click rates
052023
Mailchimp all-user benchmark click rate is 2.62%.
Click rate is often a stronger engagement signal than opens because privacy features can inflate open tracking.
Mailchimp Email Benchmarks1 stats
List health
062023
Mailchimp all-user benchmark unsubscribe rate is 0.22%.
Unsubscribe rate helps marketers spot list fatigue, offer mismatch, or excessive frequency.
Mailchimp Email Benchmarks2 stats
B2B email
072023
Business and finance emails averaged a 31.35% open rate in Mailchimp benchmarks.
B2B and finance teams can use this as a rough benchmark while tracking their own audience quality and segmentation.
Mailchimp Email Benchmarks082023
Business and finance emails averaged a 2.78% click rate in Mailchimp benchmarks.
For B2B email, click quality and downstream lead conversion matter more than raw open rate.
Mailchimp Email Benchmarks2 stats
Ecommerce email
092023
Ecommerce emails averaged a 29.81% open rate in Mailchimp benchmarks.
Ecommerce teams should compare broadcast campaigns separately from triggered flows such as welcome, cart, and post-purchase journeys.
Mailchimp Email Benchmarks102023
Ecommerce emails averaged a 1.74% click rate in Mailchimp benchmarks.
Lower ecommerce click rates make offer clarity, segmentation, and product relevance especially important.
Mailchimp Email Benchmarks2 stats
Industry benchmarks
112023
Nonprofit emails averaged a 40.04% open rate in Mailchimp benchmarks.
Mission-driven or community-based lists often see stronger opens when the audience is highly engaged.
Mailchimp Email Benchmarks122023
Education and training emails averaged a 35.64% open rate in Mailchimp benchmarks.
Education marketers can use this benchmark for course, admissions, webinar, and newsletter campaigns.
Mailchimp Email Benchmarks4 stats
Segmentation
132026
26% of marketers reported email as one of the most effective channels for segmentation and personalization.
HubSpot places email among the top channels for personalization use cases.
HubSpot Marketing Statistics142023
Segmented emails drove 30% more opens than unsegmented emails in HubSpot-reported data.
Segmentation improves relevance by aligning content with lifecycle stage, interest, or behavior.
HubSpot Marketing Statistics152023
Segmented emails drove 50% more clickthroughs than unsegmented emails in HubSpot-reported data.
Clickthrough lift is a stronger signal that segmentation can improve campaign value, not just opens.
HubSpot Marketing Statistics162023
78% of marketers reported subscriber segmentation as their most effective email campaign strategy.
Segmentation is a practical first step before advanced lifecycle automation or AI personalization.
HubSpot Marketing Statistics2 stats
Email usage
172025
Global email users reached 4.6 billion in 2025.
Email remains a broad communication channel for B2B, ecommerce, education, finance, and professional services.
HubSpot Marketing Statistics182025
Global email users are projected to reach 4.9 billion by 2028.
The channel is mature but still expanding, especially as digital identity and work communication remain email-led.
HubSpot Marketing Statistics1 stats
Small business email
192024
53% of small business owners in four English-speaking markets used email marketing most often to find and retain customers.
Constant Contact research covered small businesses in the US, UK, Canada, and Australia.
Constant Contact Email Statistics1 stats
Deliverability and tracking
202024
Apple Mail Privacy Protection has affected email open-rate interpretation since September 2021.
Mailchimp explains how Apple MPP can inflate open-related metrics and why marketers should prioritize clicks and conversions.
Mailchimp Open and Click RatesPractical use
How to use these statistics
Use these numbers as planning inputs, not one-size-fits-all guarantees. Results vary by market, offer, implementation quality, and data hygiene.
1. Use ROI stats to justify email automation, but use click rate, qualified leads, and revenue attribution to manage the program day to day.
2. Compare your benchmarks by campaign type. Welcome flows, nurture sequences, newsletters, and promotional blasts should not be averaged together.
3. Prioritize segmentation before increasing frequency. Better targeting usually improves clicks, unsubscribes, and conversion quality.
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Email Marketing Statistics by Scallar
<a href="https://scallar.in/resources/email-marketing-statistics" title="Email Marketing Statistics">Email Marketing Statistics research by Scallar IT Solution</a>FAQ
FAQs about email marketing statistics
What is a good email marketing ROI?
Litmus reports an average ROI of $36 for every $1 spent. A good ROI for your business depends on gross margin, list quality, sales cycle, and attribution model.
What is a good email open rate in 2026?
Open rates vary by industry and are affected by privacy features. Mailchimp all-user benchmarks show a 35.63% open rate, but marketers should treat clicks, replies, and conversions as more reliable performance signals.
Why is segmentation important in email marketing?
Segmentation lets you send different messages based on interest, lifecycle stage, behavior, or customer value. HubSpot-reported data shows segmented emails can drive more opens and clickthroughs than unsegmented emails.
How often should B2B companies send email?
There is no universal frequency. Many teams send weekly or several times per week, but B2B companies should match cadence to buyer interest, content quality, and unsubscribe trends.
How should email automation connect with CRM?
Email automation should update CRM stages, trigger sales tasks, score engagement, and pause messages when a human salesperson takes over. This prevents disconnected nurture and sales follow-up.
Are email open rates still reliable?
Open rates are directional, not definitive. Apple Mail Privacy Protection and similar privacy features can inflate opens, so click rate, reply rate, conversion rate, and revenue should carry more weight.
Sources
Source citation table
Every statistic above links to its source. This table deduplicates the reports and pages used for easier verification.
| Source | Used for | Citation link |
|---|---|---|
| Litmus Email ROI | 1 statistic | View source |
| Litmus State of Email Reports | 2 statistics | View source |
| Mailchimp Email Benchmarks | 9 statistics | View source |
| HubSpot Marketing Statistics | 6 statistics | View source |
| Constant Contact Email Statistics | 1 statistic | View source |
| Mailchimp Open and Click Rates | 1 statistic | View source |
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