TopToolAdvisor
Statistics · 54 sourced figures

Email Marketing Statistics 2026

This page brings together figures on email marketing: how much email is sent and who sends it, open and click benchmarks, automation and revenue per message, deliverability and spam, the sender rules set by Gmail, Outlook and US law, marketer budgets and reported ROI, and how people handle their inboxes. Most figures describe 2025 and 2026; a few older ones (Mailchimp's 2023 benchmarks and Google's 2023 Gmail announcement) are kept because they are the latest the publisher has released. Sources are email platforms reporting on their own customers (Klaviyo, Omnisend, MailerLite, Mailchimp, Sinch Mailgun), deliverability and security firms (Validity, Kaspersky, Litmus, ZeroBounce), mailbox providers (Google, Microsoft), Gartner, the Federal Trade Commission, Pew Research Center and Klaviyo's SEC filings.

By the TopToolAdvisor research desk · Updated November 6, 2026 · 54 figures from 19 sources

Quick answer

Typical marketing email open rates run from about 31% (Klaviyo campaigns) to 43% (MailerLite median), but Litmus says Apple's privacy feature affects 55% to 60% of opens, so click rates of roughly 1.7% to 2.6% are the more reliable benchmark. Validity measured a global inbox placement rate of 87.2% in 2025, while Kaspersky found spam was 44.99% of all email traffic. Automated messages earn most of the money: Klaviyo flows produce nearly 41% of email revenue from 5.3% of sends, and 93% of people in a ZeroBounce survey use email every day.

Key figures

  1. 31%Klaviyo's 2026 benchmarks, drawn from over 183,000 customers, put a good email open rate at 31% for campaigns and 32.2% for automated flows.Klaviyo
  2. 55-60%Litmus estimates that Apple's Mail Privacy Protection now affects roughly 55% to 60% of all email opens, which inflates measured open rates.Litmus
  3. 41%On Klaviyo, automated flows generate nearly 41% of total email revenue while accounting for only 5.3% of sends, according to its 2026 benchmarks.Klaviyo
  4. 87.2 percentThe average global inbox placement rate for marketing email was 87.2% in 2025, an uplift of 3.7% on the previous year, according to Validity.Validity
  5. 44.99%Spam made up 44.99% of global email traffic in 2025, according to Kaspersky telemetry.Kaspersky
  6. 5,000Since February 1, 2024, senders of more than 5,000 messages a day to Gmail accounts must meet Google's bulk sender requirements.Google
  7. 7.7%Marketing budgets were flat at 7.7% of overall company revenue in 2025, the same as in 2024, according to Gartner's CMO Spend Survey.Gartner
  8. 93%93% of people in ZeroBounce's consumer survey said they use email every day.ZeroBounce

What the figures show

Email remains a large and growing business. Klaviyo, which sells email and SMS software mainly to online stores, reported $1.2 billion of revenue for 2025 and more than 211,000 paying customers by September 2026, with third quarter revenue up 25%. Sinch Mailgun carried more than 400 billion emails in 2025 and Omnisend's ecommerce clients sent 27 billion. On the receiving side, Litmus finds that Apple Mail and Gmail account for nearly 90% of tracked opens, which is why those two inboxes set most of the rules senders design for.

Engagement benchmarks depend heavily on whose data you read. Klaviyo puts a good 2026 campaign open rate at 31%, Omnisend measured 30.7% for 2025, Mailchimp's all-user average was 35.63% and MailerLite's median was 43.46%. Litmus's estimate that Apple's Mail Privacy Protection touches 55% to 60% of opens means none of these should be read as people actually reading. Click rates sit in a narrower band, from 1.69% for Klaviyo campaigns to 2.62% for Mailchimp users, and automated flows click at more than three times the campaign rate on Klaviyo.

Deliverability got better in 2025. Validity's global inbox placement rose to 87.2%, with Gmail at 89.8% and Microsoft trailing at 77.4%, and the improvement lines up with the bulk sender rules Google introduced in February 2024 and Microsoft enforced from May 2025. Those rules target anyone sending more than 5,000 messages a day and push complaint rates below 0.1%. Spam has not gone away: Kaspersky still counted 44.99% of global email traffic as spam in 2025.

Budgets and consumer attention both reward precision. Gartner found marketing budgets flat at 7.7% of company revenue in 2025, and most marketing leaders in the Litmus survey report $10 to $50 back per email dollar, though these are self-reported. People still check email daily (93% in ZeroBounce's survey) but act fast against unwanted mail: 80% flag messages that look like spam and 43% unsubscribe because of frequency. Pew found that 62% of US newsletter readers do not read most of what they receive, which supports sending fewer, triggered messages rather than more campaigns.

Email volumes, platforms and users

  1. 1.

    Sinch Mailgun based its 2026 Email Impact Report on more than 400 billion emails sent through its platforms in 2025, plus a survey of over 1,200 senders.

    Sinch, Sinch Mailgun report: Companies are leaving email performance on the table (Apr 2026)

    Source quote
    Based on insights from more than 400 billion emails sent in 2025 and a global survey of over 1,200 email senders, the report shows that while email remains a critical, high-performing channel, poor deliverability is leaving significant revenue on the table.
  2. 2.

    Omnisend's 2025 dataset covered 150,000 ecommerce brands that sent 27 billion emails, 321 million SMS messages and 458 million push notifications.

    Omnisend, 2026 Ecommerce Marketing Report (Jan 2026)

    Source quote
    This report analyzes ecommerce marketing performance across 150,000 brands, based on 27 billion emails, 321 million SMS messages, and 458 million push notifications sent using Omnisend in 2025.
  3. 3.

    Google said in October 2023 that Gmail blocks nearly 15 billion unwanted emails every day and stops more than 99.9% of spam, phishing and malware.

    Google, New Gmail protections for a safer, less spammy inbox (Oct 2023)

    Source quote
    Gmail’s AI-powered defenses stop more than 99.9% of spam, phishing and malware from reaching inboxes and block nearly 15 billion unwanted emails every day.
  4. 4.

    Klaviyo had more than 211,000 paying customers at the end of September 2026, according to its third quarter results filed with the SEC.

    Klaviyo, Klaviyo Delivers Solid Q3 with Enterprise Growth, Multi-Product Strength, and Agent Traction (Form 8-K, Exhibit 99.1) (Nov 2026)

    Source quote
    Grew customers to more than 211,000, with new customer wins and expansions with Frasers Group, Malbon Golf, and Voluspa.
  5. 5.

    Klaviyo reported third quarter 2026 revenue of $387.2 million, up 25% from a year earlier.

    Klaviyo, Klaviyo Delivers Solid Q3 with Enterprise Growth, Multi-Product Strength, and Agent Traction (Form 8-K, Exhibit 99.1) (Nov 2026)

    Source quote
    Third quarter revenue of $387.2 million, representing 25% year-over-year growth
  6. 6.

    Klaviyo's full year 2025 revenue was $1.2 billion, growth of 32% over 2024.

    Klaviyo, Klaviyo Delivers Outstanding 2025 Results (Form 8-K, Exhibit 99.1) (Feb 2026)

    Source quote
    Full year revenue of $1.2 billion, representing 32% year-over-year growth
  7. 7.

    Apple Mail, including opens counted through Mail Privacy Protection, and Gmail together account for nearly 90% of email opens tracked by Litmus.

    Litmus, Email Client Market Share (2026)

    Source quote
    Together, Apple Mail (including Mail Privacy Protection) and Gmail account for nearly 90% of the total market share, making optimization for these two environments a no-brainer for email deliverability and rendering.
  8. 8.

    In a ZeroBounce survey of 1,091 people across four continents, 86% said they have at least three email addresses.

    ZeroBounce, Email Statistics Report (Jan 2026)

    Source quote
    86% of respondents said they have at least three email addresses.

Open and click rate benchmarks

  1. 9.

    Klaviyo's 2026 benchmarks, drawn from over 183,000 customers, put a good email open rate at 31% for campaigns and 32.2% for automated flows.

    Klaviyo, 2026 email marketing benchmarks by industry (2026)

    Source quote
    In 2026, a good email open rate is 31% for campaigns and 32.2% for flows.
  2. 10.

    The top 10% of Klaviyo brands reach open rates of 45.1% for campaigns and 45.8% for flows in the 2026 benchmarks.

    Klaviyo, 2026 email marketing benchmarks by industry (2026)

    Source quote
    Brands in the top 10% achieve an open rate of 45.1% for campaigns and 45.8% for flows.
  3. 11.

    Klaviyo's 2026 benchmark for a good click rate is 1.69% on campaigns and 5.58% on automated flows.

    Klaviyo, 2026 email marketing benchmarks by industry (2026)

    Source quote
    In 2026, a good email click rate is 1.69% for campaigns and 5.58% for flows.
  4. 12.

    The median open rate across 3.6 million MailerLite campaigns sent from December 2024 to November 2025 was 43.46%.

    MailerLite, Email Marketing Benchmarks 2025 (Dec 2025)

    Source quote
    The average email open rate in 2025 was 43.46%.
  5. 13.

    MailerLite's median click rate for 2025 was 2.09%, up slightly from 2% in 2024.

    MailerLite, Email Marketing Benchmarks 2025 (Dec 2025)

    Source quote
    The average email click rate in 2025 was 2.09%.
  6. 14.

    The median unsubscribe rate on MailerLite campaigns was 0.22% in 2025, more than double the 0.08% recorded in 2024.

    MailerLite, Email Marketing Benchmarks 2025 (Dec 2025)

    Source quote
    The average unsubscribe rate in 2025 was 0.22%.
  7. 15.

    Omnisend measured an average ecommerce email open rate of 30.7% in 2025, up from 26.6% in 2024 and the fifth straight annual rise.

    Omnisend, 2026 Ecommerce Marketing Report (Jan 2026)

    Source quote
    Open rates rose for the fifth consecutive year, climbing from 26.6% in 2024 to 30.7% in 2025, even as both click-to-open and click-to-send rates declined.
  8. 16.

    Across all Mailchimp users, the average open rate was 35.63% and the average click rate 2.62%, based on data as of December 2023.

    Mailchimp, Email Marketing Benchmarks and Metrics Businesses Should Track (2024)

    Source quote
    Ecommerce 29.81% 1.74% 0.19% All Users 35.63% 2.62% 0.22%
  9. 17.

    Litmus estimates that Apple's Mail Privacy Protection now affects roughly 55% to 60% of all email opens, which inflates measured open rates.

    Litmus, Email Client Market Share (2026)

    Source quote
    Studies show that Apple’s MPP now impact roughly 55-60% of all email opens.

Chart

Mailchimp average open rate by industry

Mailchimp benchmarks based on data available as of December 2023.

  • Non-Profits40%
  • Education + Training35.6%
  • All users35.6%
  • Business + Finance31.4%
  • Ecommerce29.8%

Source: Mailchimp, Email Marketing Benchmarks and Metrics Businesses Should Track

Automation, conversion and revenue per email

  1. 18.

    On Klaviyo, automated flows generate nearly 41% of total email revenue while accounting for only 5.3% of sends, according to its 2026 benchmarks.

    Klaviyo, 2026 email marketing benchmarks by industry (2026)

    Source quote
    While email campaigns drive the majority of send volume (94.7%), flows generate nearly 41% of total email revenue from just 5.3% of sends, with average revenue per recipient (RPR) that’s nearly 18x higher than campaigns.
  2. 19.

    Emails with AI product recommendations reached an average click rate of 3.75% on Klaviyo, and 8.79% for top performers.

    Klaviyo, 2026 email marketing benchmarks by industry (2026)

    Source quote
    AI product recommendations lift email click rates to 3.75% on average (and 8.79% for top performers) while driving materially higher RPR, confirming that personalization has a material improvement on email automation.
  3. 20.

    Automated emails were 2% of all Omnisend email sends in 2025 but generated 30% of email-driven revenue.

    Omnisend, 2026 Ecommerce Marketing Report (Jan 2026)

    Source quote
    Automations made up just 2% of all email sends, yet generated 30% of total email-driven revenue.
  4. 21.

    Each automated Omnisend email earned an average of $2.87 per send in 2025, compared with $0.18 for a scheduled campaign email.

    Omnisend, 2026 Ecommerce Marketing Report (Jan 2026)

    Source quote
    On average, each automated email earned $2.87 per send, compared to $0.18 for scheduled campaigns
  5. 22.

    Omnisend's email click-to-conversion rate rose from 5.9% in 2024 to 9% in 2025, a 53% increase.

    Omnisend, 2026 Ecommerce Marketing Report (Jan 2026)

    Source quote
    Click-to-conversion jumped 53% YoY, rising from 5.9% to 9%.
  6. 23.

    Abandoned cart and welcome messages produced 76% of all orders generated by Omnisend automations in 2025.

    Omnisend, 2026 Ecommerce Marketing Report (Jan 2026)

    Source quote
    Abandoned cart and Welcome messages drove 76% of all automation-generated orders
  7. 24.

    Validity found that 2% of total email volume accounted for 37% of all email-driven sales in 2025.

    Validity, 2026 Email Deliverability Benchmark Report (Mar 2026)

    Source quote
    Last year, a mere two percent of total email volume accounted for 37 percent of all email-driven sales.

Deliverability and spam

  1. 25.

    The average global inbox placement rate for marketing email was 87.2% in 2025, an uplift of 3.7% on the previous year, according to Validity.

    Validity, 2026 Email Deliverability Benchmark Report (Mar 2026)

    Source quote
    The average global inbox placement rate for 2025 was 87.2 percent—a 3.7 percent uplift year over year.
  2. 26.

    Gmail had the highest inbox placement of the major mailbox providers in Validity's 2025 data, at 89.8%.

    Validity, 2026 Email Deliverability Benchmark Report (Mar 2026)

    Source quote
    Gmail’s average inbox placement rate was 89.8 percent in 2025, up 2.6 percent from the previous year.
  3. 27.

    Microsoft mailboxes, including Hotmail and Outlook, had an average inbox placement rate of 77.4% in 2025.

    Validity, 2026 Email Deliverability Benchmark Report (Mar 2026)

    Source quote
    The average inbox placement rate for 2025 was 77.4 percent for 2025, a modest 1.8 percent uplift from the previous year.
  4. 28.

    Average inbox placement at Yahoo was 87.3% in 2025, according to Validity.

    Validity, 2026 Email Deliverability Benchmark Report (Mar 2026)

    Source quote
    Average inbox placement at Yahoo was 87.3 percent in 2025—only 1.3 percent higher than our previous report.
  5. 29.

    Apple Mail's average inbox placement rate rose to 82% in 2025.

    Validity, 2026 Email Deliverability Benchmark Report (Mar 2026)

    Source quote
    Apple Mail’s average inbox placement rates rose to 82 percent—a 5.7 percent uplift from the previous year.
  6. 30.

    Sinch Mailgun estimates that nearly 18% of emails fail to reach the inbox, based on its 2025 sending data and sender survey.

    Sinch, Sinch Mailgun report: Companies are leaving email performance on the table (Apr 2026)

    Source quote
    Nearly 18% of emails fail to reach the inbox, putting up to a fifth of potential return on investment at risk for many organizations.
  7. 31.

    Spam made up 44.99% of global email traffic in 2025, according to Kaspersky telemetry.

    Kaspersky, Kaspersky reports 15% growth in malicious email attacks in 2025 (2026)

    Source quote
    According to Kaspersky telemetry, almost every second email – 44.99% of global traffic – was spam in 2025.
  8. 32.

    Kaspersky users encountered over 144 million malicious and potentially unwanted email attachments in 2025, 15% more than in 2024.

    Kaspersky, Kaspersky reports 15% growth in malicious email attacks in 2025 (2026)

    Source quote
    In 2025, individuals and corporate users encountered over 144 million malicious and potentially unwanted email attachments, representing a 15% increase compared to the previous year figures.

Chart

Where Gmail-bound marketing email landed, 2025

Validity seed list testing of marketing email sent to Gmail in 2025.

  • Inbox89.8%
  • Spam6.4%
  • Missing3.8%

Source: Validity, 2026 Email Deliverability Benchmark Report

Sender requirements and the law

  1. 33.

    Since February 1, 2024, senders of more than 5,000 messages a day to Gmail accounts must meet Google's bulk sender requirements.

    Google, Email sender guidelines (Google Workspace Admin Help) (2026)

    Source quote
    Starting February 1, 2024, email senders who send more than 5,000 messages per day to Gmail accounts must meet the requirements in this section.
  2. 34.

    Google tells bulk senders to keep spam rates in Postmaster Tools below 0.10% and never reach 0.30%.

    Google, Email sender guidelines (Google Workspace Admin Help) (2026)

    Source quote
    Keep spam rates reported in Postmaster Tools below 0.10% and avoid ever reaching a spam rate of 0.30% or higher.
  3. 35.

    Earlier authentication requirements cut the number of unauthenticated messages Gmail users receive by 75%, Google said in 2023.

    Google, New Gmail protections for a safer, less spammy inbox (Oct 2023)

    Source quote
    And we’ve seen the number of unauthenticated messages Gmail users receive plummet by 75%, which has helped declutter inboxes while blocking billions of malicious messages with higher precision.
  4. 36.

    Microsoft requires domains sending more than 5,000 emails a day to Outlook addresses to pass SPF, DKIM and DMARC, with enforcement from May 2025.

    Microsoft, Strengthening Email Ecosystem: Outlook's New Requirements for High-Volume Senders (Apr 2025)

    Source quote
    For domains sending over 5,000 emails per day, Outlook will soon require compliance with SPF, DKIM, DMARC.
  5. 37.

    Validity says senders are now expected to keep spam complaint rates under 0.1%, down from older guidance of 0.2% to 0.3%.

    Validity, 2026 Email Deliverability Benchmark Report (Mar 2026)

    Source quote
    While guidance over the years told senders to keep their spam complaint rates below 0.2-0.3 percent, under 0.1 percent is now the expectation.
  6. 38.

    Each email that violates the US CAN-SPAM Act can draw a penalty of up to $53,088, according to the Federal Trade Commission.

    U.S. Federal Trade Commission, CAN-SPAM Act: A Compliance Guide for Business (2025)

    Source quote
    Each separate email in violation of the CAN-SPAM Act is subject to penalties of up to $53,088, so non-compliance can be costly.

Budgets, ROI and marketer priorities

  1. 39.

    Marketing budgets were flat at 7.7% of overall company revenue in 2025, the same as in 2024, according to Gartner's CMO Spend Survey.

    Gartner, Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue (May 2025)

    Source quote
    CMOs report that their marketing budgets for 2025 remain flat at 7.7% of overall company revenue, according to a survey by Gartner, Inc.
  2. 40.

    Paid media accounted for 30.6% of marketing budgets in 2025, equal to 2.4% of company revenue, Gartner found.

    Gartner, Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue (May 2025)

    Source quote
    Paid media continues to dominate marketing spend, accounting for 30.6% of marketing budgets or 2.4% of company revenue.
  3. 41.

    In Litmus's 2025 State of Email survey, 35% of marketing leaders said they get $10 to $36 back for every $1 spent on email.

    Litmus, The ROI of Email Marketing [Infographic] (Jul 2025)

    Source quote
    35% receive $10-$36 in return
  4. 42.

    Another 30% of marketing leaders reported $36 to $50 back for every $1, and 5% reported more than $50.

    Litmus, The ROI of Email Marketing [Infographic] (Jul 2025)

    Source quote
    30% receive $36-50 in return 5% receive more than $50 in return
  5. 43.

    21% of marketing leaders did not measure email ROI in 2025, down from 36% in 2023.

    Litmus, The ROI of Email Marketing [Infographic] (Jul 2025)

    Source quote
    21% of marketing leaders do not measure ROI, which is down from 36% in 2023.
  6. 44.

    An internal Omnisend analysis of its merchants found that email campaigns return $76 for every $1 spent.

    Omnisend, 2026 Ecommerce Marketing Report (Jan 2026)

    Source quote
    A separate internal analysis of Omnisend merchants found that email, SMS, and push campaigns generate $79 per $1 spent ($76 for email only).
  7. 45.

    78% of the 1,234 senders surveyed by Sinch Mailgun said email is critical to business success.

    Sinch, Sinch Mailgun report: Companies are leaving email performance on the table (Apr 2026)

    Source quote
    78% of respondents say email is critical to business success.
  8. 46.

    29% of marketers surveyed by Litmus expected AI-driven content generation and analytics to be the biggest change in email marketing in 2025.

    Litmus, The State of Email 2025 (2025)

    Source quote
    29% of marketers believe that advanced AI-driven content generation and analytics will be the biggest change in email marketing in 2025.

Chart

Return per $1 spent on email reported by marketing leaders, 2025

Share of marketing leaders in the Litmus State of Email 2025 survey; other answers not shown.

  • $10 to $3635%
  • $36 to $5030%
  • More than $505%

Source: Litmus, The ROI of Email Marketing [Infographic]

Consumer inbox habits

  1. 47.

    93% of people in ZeroBounce's consumer survey said they use email every day.

    ZeroBounce, Email Statistics Report (Jan 2026)

    Source quote
    93% said they use email every day.
  2. 48.

    42% of respondents check their inboxes three to five times a day.

    ZeroBounce, Email Statistics Report (Jan 2026)

    Source quote
    42% check their inboxes three to five times a day.
  3. 49.

    64% of people check their email primarily on a mobile device.

    ZeroBounce, Email Statistics Report (Jan 2026)

    Source quote
    64% of people check their email primarily on mobile.
  4. 50.

    80% of respondents said they mark an email as spam if it looks like spam.

    ZeroBounce, Email Statistics Report (Jan 2026)

    Source quote
    80% of people will mark an email as spam because it "looks like spam."
  5. 51.

    43% of people say the main reason they unsubscribe from a list is that the sender emails too often.

    ZeroBounce, Email Statistics Report (Jan 2026)

    Source quote
    For 43% of people, the primary reason they unsubscribe from an email list is that the sender emails them too often.
  6. 52.

    3 in 10 US adults get news from email newsletters at least sometimes, according to a Pew Research Center survey from August 2025.

    Pew Research Center, Email Newsletters as a Source of News (Feb 2026)

    Source quote
    3 in 10 Americans get news from newsletters at least sometimes
  7. 53.

    62% of US adults who get news from email newsletters say they do not end up reading most of the newsletters they receive.

    Pew Research Center, Email Newsletters as a Source of News (Feb 2026)

    Source quote
    About six-in-ten newsletter readers (62%) say they don’t end up reading most of the newsletters they receive, compared with 38% who say they read (in part or in full) the bulk of the newsletters they get.
  8. 54.

    71% of US newsletter readers subscribe to fewer than five newsletters, and just 3% subscribe to more than 10.

    Pew Research Center, Email Newsletters as a Source of News (Feb 2026)

    Source quote
    About seven-in-ten newsletter readers (71%) say they subscribe to fewer than five newsletters, while just 3% subscribe to more than 10.

Chart

How often US adults get news from email newsletters, 2025

Pew Research Center survey of US adults conducted in August 2025.

  • Often6%
  • Sometimes24%
  • Rarely26%
  • Never43%

Source: Pew Research Center, Email Newsletters as a Source of News

Common questions

What is a good email open rate in 2026?
Klaviyo's 2026 benchmarks put a good open rate at 31% for campaigns and 32.2% for automated flows, while MailerLite's 2025 median was 43.46% and Omnisend measured 30.7%. Litmus says Apple Mail Privacy Protection affects 55% to 60% of opens, so compare click rates as well.
What is the average email click rate?
Klaviyo's 2026 benchmark for a good campaign click rate is 1.69%, MailerLite's 2025 median was 2.09% and Mailchimp's all-user average was 2.62%. Automated flows on Klaviyo click at 5.58%.
What percentage of email is spam?
Kaspersky's telemetry found that 44.99% of global email traffic was spam in 2025. Google said in 2023 that Gmail blocks nearly 15 billion unwanted emails a day.
How many marketing emails reach the inbox?
Validity measured a global inbox placement rate of 87.2% in 2025, ranging from 89.8% at Gmail to 77.4% at Microsoft. Sinch Mailgun estimates that nearly 18% of emails fail to reach the inbox.
What is the ROI of email marketing?
In Litmus's 2025 survey, 35% of marketing leaders reported $10 to $36 back per $1 spent and 30% reported $36 to $50. Omnisend's analysis of its merchants puts email's return at $76 per $1. Both figures are self-reported by vendors and their users.
What are the Gmail and Outlook bulk sender rules?
Since February 2024 Gmail requires senders of more than 5,000 messages a day to authenticate mail, support one-click unsubscribe and keep spam rates below 0.10%, never reaching 0.30%. Outlook began enforcing SPF, DKIM and DMARC for domains sending over 5,000 emails a day in May 2025.

How we picked these figures

We chose figures that describe email volumes, engagement, revenue, deliverability, sender rules, budgets and consumer habits, and we read each quote on the publisher's own page, PDF or SEC filing. Most benchmark figures come from email platforms describing their own customers (Klaviyo, Omnisend, MailerLite, Mailchimp, Sinch Mailgun), so they reflect each platform's mix of senders: Klaviyo and Omnisend are mostly ecommerce, MailerLite skews to small businesses and creators. Some report medians and others averages, and open rates are inflated by Apple Mail Privacy Protection. Validity's deliverability figures come from seed list testing, Kaspersky's from its own security telemetry, and the ROI and consumer figures from surveys run by Litmus, ZeroBounce, Sinch and Pew. We could not use the Radicati Group's email user counts or the DMA's Consumer Email Tracker because their reports could not be retrieved for checking. Each quote is copied from the original publisher and fetched again by a script to confirm it still appears there. See the methodology.

Sources

  1. Gartner. Gartner 2025 CMO Spend Survey Reveals Marketing Budgets Have Flatlined at 7.7% of Overall Company Revenue (May 2025).
  2. Google. New Gmail protections for a safer, less spammy inbox (Oct 2023).
  3. Google. Email sender guidelines (Google Workspace Admin Help) (2026).
  4. Kaspersky. Kaspersky reports 15% growth in malicious email attacks in 2025 (2026).
  5. Klaviyo. Klaviyo Delivers Solid Q3 with Enterprise Growth, Multi-Product Strength, and Agent Traction (Form 8-K, Exhibit 99.1) (Nov 2026).
  6. Klaviyo. Klaviyo Delivers Outstanding 2025 Results (Form 8-K, Exhibit 99.1) (Feb 2026).
  7. Klaviyo. 2026 email marketing benchmarks by industry (2026).
  8. Litmus. Email Client Market Share (2026).
  9. Litmus. The ROI of Email Marketing [Infographic] (Jul 2025).
  10. Litmus. The State of Email 2025 (2025).
  11. Mailchimp. Email Marketing Benchmarks and Metrics Businesses Should Track (2024).
  12. MailerLite. Email Marketing Benchmarks 2025 (Dec 2025).
  13. Microsoft. Strengthening Email Ecosystem: Outlook's New Requirements for High-Volume Senders (Apr 2025).
  14. Omnisend. 2026 Ecommerce Marketing Report (Jan 2026).
  15. Pew Research Center. Email Newsletters as a Source of News (Feb 2026).
  16. Sinch. Sinch Mailgun report: Companies are leaving email performance on the table (Apr 2026).
  17. U.S. Federal Trade Commission. CAN-SPAM Act: A Compliance Guide for Business (2025).
  18. Validity. 2026 Email Deliverability Benchmark Report (Mar 2026).
  19. ZeroBounce. Email Statistics Report (Jan 2026).

How to cite

You can link to the whole page or to any single figure. When you quote a number, please credit the organization that first published it.

TopToolAdvisor. (2026, November 6). Email Marketing Statistics 2026. https://toptooladvisor.com/email-marketing-statistics

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Questions or corrections: editorial@toptooladvisor.com. Next review due January 5, 2027.

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