Hidden Email Marketing Statistics That Top Performers Use [2025 Update]

The latest email marketing statistics tell a remarkable story. Businesses generate $36 in revenue from just one dollar spent on email campaigns, achieving a soaring win with 3600% ROI. Social media and other digital channels might be growing, but email's power in the marketing world remains unshaken.

Global email users reached 4.48 billion in 2024. Expert predictions show another half-billion users joining by 2027. People now send 361.1 billion emails each day in 2024. These figures explain why 87% of marketing leaders call email essential to their company's success.

A fascinating gap exists in the market. Marketing professionals rate email as their most effective channel at 44%. However, 73% of small and medium businesses lack confidence about their marketing strategies. This contrast highlights how many businesses haven't yet tapped into the hidden email marketing metrics that successful companies use.

This piece will reveal the untold email marketing effectiveness statistics that create exceptional results. You'll learn why email marketing outshines other channels and discover strategies that will stay powerful through 2025 and beyond.

The real numbers behind email marketing statistics

The numbers behind email marketing tell quite a story: 4.6 billion people worldwide use email in 2025. This represents about 57% of the global population and 83% of active internet users. These numbers explain why email marketing still dominates as a digital marketing channel.

Global email usage in 2025

Email usage has grown by a lot over the last several years. The global email user base has grown from 4 billion users in 2020 to add roughly 600 million new users. The growth isn't slowing down either – experts predict the number will reach 4.85 billion by 2027.

These numbers become even more impressive when you look at user engagement. Recent data shows 93% of people check their email every day. Some users look at their inbox up to 20 times daily. The average person has 1.86 email accounts, which brings the total number of email accounts worldwide to about 8.3 billion.

This massive adoption rate explains why 80% of marketers would give up social media rather than email marketing. Email simply gives them unique reach across all demographics and regions.

How many emails are sent daily?

The sheer volume of global emails is mind-boggling. People send about 376.4 billion emails every day worldwide in 2025. That's nearly 4.2 million emails every second.

Here's how the numbers have grown:

• 2018: 281.1 billion daily emails
• 2022: 333.2 billion daily emails
• 2025: 376.4 billion daily emails
• 2027: Projected to reach 408.2 billion daily emails

The steady 4% annual growth shows email's staying power in our digital world. The United States leads with 9.7 billion daily emails on average, making it the biggest email market globally.

Email has managed to keep its spot as the go-to communication channel across industries. 86% of business users say email is their favorite way to communicate at work.

Why email still outperforms other channels

Email marketing delivers amazing returns beyond its huge reach. Marketers get between $36 and $40 back for every dollar they spend. This beats other marketing channels by a lot.

Email helps businesses get new customers almost 40 times better than Facebook and Twitter combined.

It also works better than:

• Banner ads and SMS marketing by 108%
• Social media posts by 13%
• Social media ads by 11%

Different industries see different results. Retail, e-commerce, and consumer goods businesses get the best returns at $45 for every dollar spent. That's why 30% of marketers say email marketing gives them their highest digital marketing ROI, while 43% report medium ROI.

Email marketing works so well because it's direct and customized. Social media platforms use algorithms that control who sees your content. But with email, businesses control exactly who gets their content and when. This precise targeting creates better customer experiences and measurable results.

The numbers make it clear: email marketing remains unbeatable for driving engagement and conversions as we move through 2025.

Hidden engagement metrics that matter more than open rates

Smart marketers now look past basic open rates to discover deeper email marketing statistics that show true participation. Email tracking in 2025 reveals these hidden metrics that give a better picture of how campaigns perform and audiences behave.

Click-to-open rate (CTOR) explained

Click-to-open rate (CTOR) stands out as one of the most valuable statistics to measure email marketing success. This metric shows how relevant your content is to people who open your emails. CTOR differs from click-through rate (CTR). While CTR uses your entire recipient list as the denominator, CTOR looks at the percentage of people who clicked after opening your email.

The math is simple: CTOR = (unique clicks ÷ unique opens) × 100. To name just one example, see what happens when 10 people open your email and 5 click a link – your CTOR becomes 50%. This number answers a vital question: Does your content push readers to take action once they open your message?

A high CTOR shows your content strikes a chord with readers. Industry standards suggest:

• Average CTOR across industries: about 11%
• Good performance range: 20-30%

High open rates paired with low CTOR mean your subject lines work well, but your email content or offers fall short of expectations. On the flip side, rising CTOR with average open rates points to better content quality.

Time spent reading emails

The average time readers spend on brand emails has dropped by a lot in the last few years. Readers spent 13.4 seconds viewing an email in 2018. This number fell to just 9 seconds per email by 2022. Marketers face an uphill battle to grab attention in busy inboxes.

Latest data breaks down email reading patterns:

• All but one of these emails get viewed for less than 2 seconds
• 41% get between 2-8 seconds of attention
• Only 29% keep readers engaged for more than 8 seconds

Mobile devices show an even steeper decline. Reading time dropped by 23.8% in one year to 9.6 seconds per email. This change proves mobile optimization is vital for email marketing to work in 2025.

Scroll depth and interaction tracking

Scroll depth becomes a key metric as attention spans get shorter. This measurement tells marketers how far people read through email content and shows which parts keep readers interested.

Email scroll depth works like website tracking. It helps marketers spot sections that grab attention versus those readers skip. Your analytics might show most subscribers only read the first newsletter article. This insight lets you reshape your layout to put important messages first.

Marketers can use scroll depth data to group audiences based on how they engage. Subscribers who read entire emails show more interest. They can receive different content than those who usually quit reading early.

Email clients have technical limits that affect scroll tracking. Some platforms track scroll depth directly, though Adobe Campaign lacks this feature. Many marketers track interaction with carefully placed elements throughout the email instead.

Top marketers broaden their measurement approach to match these new email reading patterns. They look beyond open rates to study engagement through conversion attribution, ROI, and click heatmap analytics. This detailed approach reveals how readers interact with emails after the initial open.

Mobile-first behavior and its impact on email performance

Mobile devices have changed how audiences interact with email marketing content in our connected world. The digital world now sees about 58% of all emails opened on mobile devices. This mobile-first behavior has altered email marketing stats and created new possibilities for marketers who want better engagement.

Percentage of emails opened on mobile

Mobile email usage has grown quickly and decisively. Data shows 41.6% to 85% of email opens now happen on mobile devices, with numbers varying by industry and audience. These numbers show a big jump from 2014 when mobile made up only 37% of email opens.

Young people tend to check emails more on their phones. 67% of Gen Z reads email on smartphones, while 59% of millennials, 53% of Gen X, and 36% of Baby Boomers do the same. On top of that, 81% of mobile users prefer smartphones to check messages, while 21% choose tablets.

Apple devices lead mobile email usage, with 90% of mobile email opens happening on Apple devices. The iPhone takes 29% of all email opens across platforms. This makes iOS optimization vital for email marketers in 2025.

Mobile vs desktop open rates

Mobile and desktop email usage gap keeps growing each year. Latest numbers show mobile clients take 41.6% of email opens, webmail follows at 40.6%, and desktop trails at 16.2%. Mobile clearly leads now, unlike earlier trends.

People use different devices at different times:

• Mobile devices get 41% of original email opens
• Desktop claims 39% of email opens
• Webmail clients make up the rest

23% of people who open an email on mobile will look at it again later, usually on desktop. These users show 65% higher click-through rates. This tells us emails need to work well on all devices.

Why mobile optimization boosts engagement

Mobile optimization makes a real difference in email success. Mobile-friendly emails get 24% more opens than regular ones. Click-through rates jump 15-20% higher with mobile optimization.

Bad mobile design has serious downsides. 50% of readers delete poorly optimized mobile emails right away. 42.3% of users trash emails that don't format well on mobile, and 45% stop following promotional emails that work poorly on smartphones.

Mobile optimization matters for several reasons:

1. People scan quickly: Mobile users take just 10 seconds to read brand emails
2. Touch matters: Adult fingers need 44px × 44px tap targets, so small links don't work well
3. Speed counts: Slow networks need light designs for better engagement

Good mobile design goes beyond responsive layouts. Mobile-friendly emails get 15% more unique mobile clicks and make visitors 65% more likely to check out your website after reading.

A smooth mobile experience helps turn readers into customers by removing obstacles.

By 2025, 72% of internet users will only use mobile devices to go online. This makes mobile-first email design essential for marketing success.

Personalization beyond the subject line

Personalization has become the life-blood of effective email marketing. Statistics reveal that emails using advanced personalization techniques generate up to 760% increase in revenue.

The practice goes well beyond adding recipient names to subject lines. Sophisticated personalization now shapes every aspect of email content and creates highly relevant experiences that boost engagement significantly.

Dynamic content and behavioral triggers

Static emails transform into living documents through dynamic content that changes based on subscriber data, priorities, and behaviors. Marketers can personalize specific aspects of an email—text, visuals, or calls to action—to target particular subscribers. Dynamic email content improves open rates by 26% compared to generic messages.

Behavioral trigger emails have showed remarkable effectiveness. These automated messages sent based on specific user actions achieve 8x higher open rates than traditional bulk emails. Quick responses to actions like abandoned carts, website visits, or email clicks create timely touchpoints that feel personally relevant to recipients. These triggers derive their power from precision.

Advanced systems look at multiple factors instead of treating every cart abandonment alike:

• First-time versus serial abandoners
• High-value versus casual browsers
• Product-specific interest patterns
• Technical errors like checkout failures

Messages arrive at the perfect moment in the customer's trip, which increases both relevance and conversion potential.

Segmentation strategies that increase ROI

Segmentation strategies have evolved way beyond simple demographic splits. Marketers who use sophisticated segmentation see 101% higher click-through rates compared to non-segmented campaigns.

This dramatic improvement happens because well-executed segmentation creates hyper-relevant messaging that appeals to specific audience segments. Top marketers stand out through their approach to segmentation depth.

They implement advanced techniques while average performers stick to simple data points:

1. Dynamic engagement scoring adjusts segments based on live cross-channel behavior
2. Cross-channel cohort segmentation unifies customer interactions across touchpoints
3. Predictive segmentation identifies hidden patterns to anticipate future needs

Businesses that segment by purchase history deliver campaigns tailored to customer's priorities and buying behaviors. This approach works like having a personal shopper who knows exactly what products customers will love. Trust builds naturally and encourages repeat purchases, which drives long-term loyalty.

AI-driven hyper-personalization trends

AI has fundamentally changed personalization capabilities, enabling what experts call "hyper-personalization." AI-powered email systems will analyze behavioral, demographic, transactional, and contextual data to forecast user actions in 2025.

AI enables several advanced personalization techniques at scale:

• Dynamic subject lines customized based on recipient behavior
• Content blocks that vary by location, past purchases, or browsing history
• Send-time optimization determines when each individual engages best

Results speak volumes: Gartner's 2025 Digital Marketing Trends Report shows that 74% of marketers using AI personalization tools have seen an uplift in customer engagement metrics within six months.

AI-driven hyper-personalization creates email experiences that anticipate needs before customers realize them. These systems automatically identify hidden patterns in customer data to determine optimal product recommendations, replenishment reminder timing, and content structure—all at scale.

Timing secrets top performers use

The right timing of your email campaigns can mean the difference between landing in the inbox at the perfect moment or getting lost in the digital world. Email marketing stats show that sending at the right time can boost open rates by over 50% compared to poorly timed messages. Top marketers use this competitive edge.

Best days and times to send emails in 2025

The numbers tell a clear story – midweek remains the sweet spot for email engagement in 2025. Tuesday through Thursday get the highest open and click rates, with Tuesday leading in overall engagement.

The best times break down like this:

• Tuesdays: 10 AM to 1 PM (highest open rates)
• Wednesdays: 10 AM to 2 PM (peak productivity)
• Thursdays: 11 AM to 1 PM (before weekend mood takes over)

People open emails most during morning hours (9-11 AM) as they start their workday. Afternoon sends between 1-3 PM catch attention during lunch breaks. B2B and B2C audiences show different patterns – business professionals read more during weekday mornings, while consumers respond better during evenings and weekends.

Friday sees lower engagement as people's minds move toward weekend plans. Sunday offers a unique window between 1-3 PM when people prepare for their upcoming week.

How send-time optimization tools work

Send-time optimization (STO) tools have changed how leading marketers plan their timing. These AI-powered systems look at each recipient's behavior to pick tailored delivery windows, unlike traditional batch sending.

The system analyzes past engagement data – when people open emails, click links, or buy products. Smart algorithms predict the best time to reach each person within 24 hours. Messages go out based on time zones and individual habits.

Each platform works differently. Mailchimp needs 48 hours notice and five hours left in the delivery day. Other platforms spread messages across 24 hours in two-hour blocks. The system picks the best hour for each person based on their patterns.

STO works well across Gmail, Outlook, and Yahoo. Campaigns using this method get 5-10% higher open and click rates than standard delivery.

Real-life examples of timing effect

Better timing makes a real difference. OneRoof, a property platform, saw email click-to-open rates jump 23% after using smart timing. They also got 57% more unique clicks and 218% more total clicks to property listings.

Food delivery service foodora tested smart timing in their welcome emails. Click-through rates went up 9%. They also saw a 41% conversion rate and 26% fewer people unsubscribe. These numbers show how timing affects customer retention.

KFC Ecuador tells another success story. They sent messages when customers were most likely to engage and saw 15% more opens. ThermoFisher's revenue grew after they used send-time AI on monthly campaigns that had stopped improving.

These examples prove that precise timing isn't just theory – it's a proven way to get better email marketing results in 2025.

Deliverability and spam: the silent killers of ROI

Poor email deliverability metrics can destroy your marketing ROI. Nearly 1 in 6 commercial emails never make it to the inbox. B2B companies lose millions in potential pipeline because of this. Many email platforms show good delivery rates that hide this problem.

Average deliverability rates by industry

Different industries show huge variations in deliverability. Real Estate tops the list with an impressive 97.1% inbox placement rate. Media & Internet follows close behind at 94.9%.

Finance & Insurance don't deal very well with deliverability at just 80%. This means their customers miss one-fifth of all emails. These numbers relate directly to engagement – better inbox placement naturally leads to higher response rates.

How spam filters affect your metrics

Spam filters look at several things: sender reputation, email content, and how users interact with emails. Low engagement hurts your deliverability when people don't open or click your emails.

52.7% of consumers get frustrated, lose trust, or unsubscribe when emails end up in spam regularly. Here's something to think about: 70% of consumers dig through their spam folders to find important emails.

Tips to improve inbox placement

Set up proper authentication with SPF, DKIM, and DMARC. Keep your email lists clean – HubSpot's research shows these lists decay by 22.5% every year. Your recipient's behavior matters most. Gmail and other providers confirm this is their main filtering factor.

Conclusion

Email marketing statistics show why this channel remains the most powerful tool in a marketer's arsenal through 2025 and beyond. This article uncovers the hidden metrics and strategies that set top performers apart from average competitors in email marketing.

Businesses earn an impressive 3600% ROI from email campaigns, which proves its effectiveness compared to other digital channels. Email continues to deliver unmatched results despite social media's flashy appeal. Smart marketers look beyond simple metrics like open rates to focus on deeper engagement indicators.

Click-to-open rates, time spent reading emails, and scroll depth tracking offer more valuable insights than surface-level statistics. These hidden metrics help marketers learn about subscriber behavior and how they interact with the content inside.

Nearly 60% of all emails now get opened on smartphones, making mobile optimization crucial. Emails built for mobile devices see higher engagement rates. Messages that aren't optimized properly face quick deletion. This mobile-first behavior needs responsive designs with touch-friendly elements and quick loading times.

Personalization has grown way beyond adding recipient names to subject lines. Dynamic content, behavioral triggers, and AI-driven hyper-personalization create customized experiences that feel unique to each recipient. Marketers using sophisticated segmentation strategies achieve much higher click-through rates and conversions.

Smart timing makes email more effective. Send-time optimization tools analyze individual recipient behavior to determine ideal delivery windows. This boosts open rates by up to 50% compared to poorly timed messages. Real-life examples from companies like OneRoof and foodora show how precise timing affects bottom-line results.

Deliverability can silently kill email ROI. One in six commercial emails never reaches the inbox. Proper authentication, list hygiene, and engagement-focused content become essential for successful campaigns.

Email marketing will keep evolving, yet its core strength remains – direct, customized communication with an audience that welcomes you into their inbox. Marketers who become skilled at using these hidden statistics and implement top performers' strategies will find email marketing their most reliable channel. It will continue to improve engagement, conversions, and revenue growth well beyond 2025.

FAQs

Q1. What is the average ROI for email marketing campaigns?

On average, businesses earn $36 to $40 in revenue for every dollar spent on email marketing campaigns, resulting in a remarkable 3600% ROI.

Q2. How important is mobile optimization for email marketing?

Mobile optimization is crucial, as approximately 58% of all emails are opened on mobile devices. Mobile-optimized emails experience 24% higher open rates and 15-20% higher click-through rates compared to non-optimized emails.

Q3. What are some effective personalization strategies for email marketing?

Effective personalization strategies include using dynamic content based on subscriber data, implementing behavioral triggers, advanced segmentation techniques, and leveraging AI-driven hyper-personalization to create tailored experiences for each recipient.

Q4. When is the best time to send marketing emails?

The best days to send emails are typically Tuesday through Thursday, with Tuesday often showing the highest engagement. The optimal time varies, but generally, 10 AM to 2 PM on these days yields the best results. However, using send-time optimization tools can determine the best time for individual recipients.

Q5. How can marketers improve email deliverability?

To improve email deliverability, marketers should implement proper authentication (SPF, DKIM, DMARC), maintain clean email lists, focus on improving engagement metrics, and create content that avoids spam triggers. Regular list cleaning and monitoring of engagement rates are also crucial for maintaining good deliverability.