Email Marketing Statistics 2026

some third-party apps used on Apple devices will also show up as Apple. 76.56%

If it’s sent to a gmail.com email address, but opened in an email client that is not a Gmail email client, it will show as the email client it was opened in. Learn more. 16.10%

Other opens include Outlook 2016 Pro, Outlook 2013, Outlook 2010, Outlook 2007, Outlook 2000-2003, and Outlook for macOS. 3.48%

Calculated from over 1.5 billion opens in Litmus Email Analytics , in September 2026.

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.

The report analyzed more than 27 billion emails, 321 million SMS messages, and 458 million push notifications sent through Omnisend in 2025.

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.

All Users 35.63% 2.62% 0.22%

All Users 35.63% 2.62% 0.22%

All Users 35.63% 2.62% 0.22%

Non-Profits 40.04% 3.27% 0.18%

The median email open rate across all 3.6 million campaigns in our dataset was 43.46%.

The average email click rate in 2025 was 2.09%.

The average email click-to-open rate in 2025 was 6.81%.

The average unsubscribe rate in 2025 was 0.22%.

The average email open rate for campaigns across all industries is 31% , with the top 10% of performers hitting a 45.1% open rate.

The average email campaign click rate across all industries is 1.69%, with the top 10% of performers hitting a 3.38% click rate.

Email open rates rose to 30.7%, while click-to-conversion rates increased 53% year over year, from 5.9% to 9%.

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

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

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

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

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

With an av erage inbox placement rate of 97.2 percent, Transportation was the top-performing sector in 2025, followed by Energy, Utilities, & Waste and Telecommunications.

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 18× higher than campaigns—proving automation is the primary revenue engine in email.

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 18× higher than campaigns—proving automation is the primary revenue engine in email.

The average email campaign placed order rate across all industries is 0.16%, with the top 10% of performers hitting a 0.36% placed order rate.

The average automated email flow placed order rate across all industries is 2.11%, with the top 10% of performers reaching 4.3% .

The average automated email flow click rate across all industries is 5.58%, with the top 10% of performers reaching 10.48% .

Email open rates rose to 30.7%, while click-to-conversion rates increased 53% year over year, from 5.9% to 9%.

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

This year, welcome emails saw an average open rate of 83.63%.

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.

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

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.

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

After May 5 t h , 2025, Outlook will begin routing messages from high volume non‐compliant domains to the Junk folder, giving senders an opportunity to address any outstanding issues.

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.

52.1% of the top 1.8 million domains had valid DMARC records in early 2026, up from 29.1% in 2023 and 47.7% in 2025.

29.2% of the top 1.8 million domains used p=none in 2026, while 22.9% used enforcement policies such as p=quarantine or p=reject.

475 of the Fortune 500, or 95%, had valid DMARC records in early 2026, and more than 80% had moved to enforcement-level policies.

In the last 30 days alone, 406,042 new domains have deployed Domain-based Message Authentication, Reporting & Conformance (DMARC), pushing the global total to 10.9 million.

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

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.

In 2025, an average of 5.6% of emails analyzed by Cloudflare were found to be malicious .

Deceptive links were the top malicious email threat category in 2025 , found in 52% of messages, up from 43% in 2024 .

Identity deception (38%) and brand impersonation (32%) were growing threats in 2025, up from 35% and 23% respectively in 2024.

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.

BEC $3,046,598,558 $2,770,151,146 $2,946,830,270

BEC 24,768 21,442 21,489

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.

You must honor a recipient’s opt-out request within 10 business days.