Email open rates and click-through rates have shifted in recent cycles. A 2025 benchmark change has redefined what constitutes a good performance. This analysis breaks down the key statistics and identifies where actual engagement originates.
Key Takeaways
- Average click-through rate for email campaigns in 2023 was 2.76% across industries
- Email conversion rates averaged 1.22% for e-commerce in 2023
- Average email deliverability rate was 99.1% for top ESPs in 2023
- In Q4 2023, the average email open rate across all industries was 21.33%, with retail leading at 24.77%
- Email ROI averaged $36 for every $1 spent in 2023 benchmarks
Email campaigns with better targeting can significantly improve open rates, clicks, and conversions.
Related reading
01 · Category
Click Rates28 stats
01
Average click-through rate for email campaigns in 2023 was 2.76% across industries
02
B2B emails averaged 2.36% CTR in 2023, with tech at 1.89%
03
Retail emails saw 3.12% CTR on promotional sends in Q4 2023
04
Mobile CTAs increased click rates by 15% in 2024 Litmus benchmarks
05
Nonprofit CTR averaged 2.91% in 2023 DMA report
06
Personalized CTAs boosted clicks by 14% in 2023 GetResponse data
07
E-commerce CTR hit 3.45% during Black Friday 2023
08
Tuesday sends averaged 3.1% CTR vs. 2.4% on weekends 2024
09
B2B SaaS emails had 2.03% CTR in 2024 benchmarks
10
Button CTAs outperformed text links by 28% in clicks 2023
11
Travel industry CTR was 3.67% in 2023 campaigns
12
Welcome series emails achieved 5.2% CTR average 2024
13
US CTR averaged 2.8% in Statista 2024 email stats
14
Finance emails CTR at 1.95% due to trust barriers 2023
15
Image-heavy emails saw 20% higher CTR in 2024 tests
16
Holiday campaigns CTR spiked to 4.1% in Dec 2023
17
Real estate CTR averaged 2.7% per 2024 NAR data
18
Single CTA emails had 3.5% CTR vs. multi 1.8% in 2023
19
Educational content CTR at 4.2% in 2024 course emails
20
Dawn timing boosted CTR by 18% in consumer 2023 data
21
Food emails CTR 3.8% in promo blasts 2024
22
Animated GIFs increased clicks by 42% per Litmus 2023
23
Cart recovery CTR reached 6.7% in Shopify 2024 stats
24
SaaS re-engagement CTR 3.1% in 2023 benchmarks
25
Question CTAs lifted CTR 22% in A/B tests 2024
26
Global CTR fell to 2.3% amid ad fatigue 2024 Statista
27
Healthcare CTR averaged 2.1% in regulated sends 2023
28
Mid-week CTR peaked at 3.4% in B2C 2024 HubSpot
Interpretation
Click Rates Interpretation
While email click-through rates have become a game of inches, the numbers reveal that treating campaigns like a thoughtful conversation—personalized, well-timed, and single-minded—is the secret to earning a coveted click in an inbox that feels more like a billboard.
02 · Category
Conversion Rates26 stats
01
Email conversion rates averaged 1.22% for e-commerce in 2023
02
B2B lead conversion from emails was 2.8% in 2023 HubSpot data
03
Retail promo emails converted at 1.85% during holidays 2023
04
Personalized offers boosted conversions by 20% in 2024 Litmus
05
Nonprofits saw 4.1% donation conversions from emails 2023 DMA
06
Dynamic content emails increased conversions 15% in 2023 tests
07
Black Friday emails converted 2.9% of clicks in 2023 Klaviyo
08
Abandoned cart emails had 10.7% conversion rate in 2024
09
SaaS trial signups from email averaged 3.2% CTR-to-conv 2024
10
Segmented lists lifted conversions by 760% per Mailchimp 2023
11
Welcome flows converted 5.3% of new subscribers 2024
12
US ecom email conversions at 1.5% average Statista 2024
13
Finance upsell emails converted 1.2% in 2023 benchmarks
14
Video-embedded emails boosted conv by 300% in 2024 Litmus
15
Holiday email conversions peaked at 3.8% Dec 2023 Klaviyo
16
Real estate listing emails converted 2.4% to inquiries 2024
17
Urgency timers in emails raised conv 22% in 2023 tests
18
Educational nurture sequences conv 4.5% in 2024
19
Evening email sends conv 1.9% higher than morning 2023
20
Food promo conversions at 2.6% in seasonal 2024
21
Social proof in emails lifted conv 13% per 2023 A/B
22
Cart recovery conv 14.5% in Shopify benchmarks 2024
23
SaaS churn reduction emails conv 3.7% re-activations 2023
24
Multi-channel emails conv 2.1% higher 2024 Statista
25
Healthcare appt booking conv 1.8% from emails 2023
26
B2C mid-week conv peaked at 2.3% in 2024 HubSpot
Interpretation
Conversion Rates Interpretation
It seems the surefire path to email conversion nirvana is simply to have something personalized and urgent for a stranger to buy, watch, or recover while also being the right nonprofit on the right evening.
03 · Category
Deliverability Stats27 stats
01
Average email deliverability rate was 99.1% for top ESPs in 2023
02
Hard bounce rates averaged 0.3% in clean lists 2023 benchmarks
03
Spam complaint rates stayed under 0.1% for compliant sends 2024
04
Inbox placement rates hit 98.5% for authenticated emails 2024 Litmus
05
Nonprofit lists had 0.45% bounce rates in 2023 DMA data
06
List hygiene reduced bounces by 45% per GetResponse 2023
07
E-commerce deliverability averaged 97.8% post-purchase 2023
08
Soft bounces averaged 1.2% recoverable in 2024 ActiveCampaign
09
B2B cold emails had 92% deliverability with warming 2024
10
SPF/DKIM authentication boosted placement 20% in 2023
11
Travel sender reputation averaged 98.2% inbox 2023
12
Unsubscribe rates correlated to 0.22% avg with clean data 2024
13
Global spam traps hit 0.05% for verified senders Statista 2024
14
Finance sector bounces at 0.4% due to verification 2023
15
Mobile preview text improved placement 5% Litmus 2024
16
Holiday volume caused 1.1% drop in deliverability 2023
17
Real estate deliverability 97.5% with local compliance 2024
18
Engagement-based sending raised inbox rates 15% 2023
19
Educational lists bounces under 0.2% with pruning 2024
20
Dawn sends had 99.3% deliverability in low-volume 2023
21
Food brands spam complaints 0.08% in 2024
22
Double opt-in reduced complaints 50% per tests 2023
23
Cart series deliverability 98.7% Shopify 2024
24
SaaS verification bounces 0.25% avg 2023
25
GDPR compliance inbox rates 99% EU senders 2024 Statista
26
Healthcare bounces 0.35% with HIPAA lists 2023
27
B2B warm-up protocols 95% initial deliverability 2024 HubSpot
Interpretation
Deliverability Stats Interpretation
Modern email marketers have perfected the art of the digital whisper, achieving near-universal inbox arrival by obsessively authenticating, pruning, and warming their lists, though they still flinch when holiday surges cause a statistically tiny but existentially terrifying 1.1% dip in their pristine deliverability rates.
More related reading
04 · Category
Open Rates30 stats
01
In Q4 2023, the average email open rate across all industries was 21.33%, with retail leading at 24.77%
02
B2B email open rates averaged 15.14% in 2023, lower than B2C's 25.41% due to professional filtering habits
03
Emails sent on Tuesday had a 22.5% open rate in 2023 benchmarks, outperforming Fridays at 19.2%
04
Mobile-optimized emails achieved 28% higher open rates than desktop-only in 2024 studies
05
Nonprofit sector emails had an average open rate of 29.83% in 2023, highest among industries per DMA data
06
Subject lines under 50 characters boosted open rates by 12% on average in 2023 A/B tests
07
Personalized emails saw 29% higher open rates than non-personalized in 2024 HubSpot report
08
E-commerce emails opened at 22.45% average in Black Friday 2023 campaigns
09
Dawn send times (6-8 AM) yielded 24.1% open rates in 2023 global data
10
B2B tech emails averaged 13.5% open rates in SaaS benchmarks 2024
11
Emojis in subject lines increased open rates by 45% for consumer brands in 2023
12
Weekend emails had 18.7% open rates vs. 23.4% weekdays in 2024 Litmus study
13
Travel industry emails opened at 26.2% average in summer 2023 campaigns
14
Automated welcome emails achieved 45.6% open rates in 2023 benchmarks
15
US marketers reported 20.1% average open rates in 2024 Statista survey
16
Finance sector emails had 18.9% open rates due to compliance filters in 2023
17
Short subject lines (under 60 chars) averaged 23.8% opens in 2024 tests
18
Holiday emails spiked to 31.2% open rates in December 2023
19
Real estate emails opened at 21.7% average per NAR 2024 report
20
Numbered subject lines boosted opens by 20% in ecom 2023 data
21
Evening sends (6-9 PM) had 25.3% open rates in consumer segments 2024
22
Educational emails averaged 27.4% opens in course promotion 2023
23
UK email open rates averaged 22.6% in 2024 Kantar study
24
Cart abandonment emails hit 41.2% open rates in Shopify 2023 data
25
SaaS onboarding emails opened at 36.8% in 2024 benchmarks
26
Food & beverage emails averaged 24.9% opens in 2023 seasonal campaigns
27
Question-based subjects increased opens by 15% per 2024 A/B tests
28
Global average open rate dropped to 20.5% in 2024 due to privacy laws
29
Healthcare emails had 19.3% opens amid strict regulations 2023
30
Mid-week (Wed-Thu) emails peaked at 24.7% opens in B2C 2024
Interpretation
Open Rates Interpretation
In 2024, your email's fate hinges less on what you sell and more on whether you send a short, snappy, personal question to a real person on their phone first thing Tuesday morning before they drown in everyone else's compliance-filtered, emoji-less, weekend spam.
05 · Category
ROI Stats26 stats
01
Email ROI averaged $36for every $1 spent in 2023 benchmarks
02
B2C campaigns returned 4200% ROI in retail 2023 HubSpot
03
Average revenue per email recipient was $0.41in ecom 2023
04
Personalized emails generated 6x higher ROI than batch 2024 Litmus
05
Nonprofits ROI at $42per $1 donated via email 2023 DMA
06
Automation ROI 320% higher than manual sends 2023 GetResponse
07
Black Friday email ROI peaked at $48ROI in 2023 Klaviyo
08
Lifetime value from emails $12.50per subscriber 2024 ActiveCampaign
09
B2B email revenue attribution 28% of total leads 2023 Sendinblue
10
Segmented campaigns ROI 14.31x vs. 2.61x non-segmented 2023 Mailchimp
11
Welcome series ROI $5.30per $1 in first month 2024
12
US email marketing ROI $38:1 average Statista 2024
13
Finance cross-sell ROI 25x in 2023 benchmarks
14
Re-engagement campaigns ROI 760% uplift Litmus 2024
15
Holiday ROI $52per $1 spent Dec 2023 Klaviyo
16
Real estate lead gen ROI $35:1 per 2024 NAR
17
A/B tested subjects ROI 49% higher revenue 2023 Campaign Monitor
18
Course sales ROI $44per $1 via email 2024 Teachable
19
Optimal timing ROI 30% uplift GetResponse 2023
20
Food subscription ROI $39:1 in 2024 MailerLite
21
Testimonials boosted ROI 18% in campaigns 2023 OptinMonster
22
Cart recovery ROI $12per recovery Shopify 2024
23
SaaS upsell ROI 320% from emails 2023 Userpilot
24
Multi-touch attribution email 41% revenue Statista 2024
25
Healthcare patient retention ROI $28:1 2023
26
B2B nurture ROI peaks mid-week 35% higher 2024 HubSpot
Interpretation
ROI Stats Interpretation
While this data proves email is a remarkably sharp tool for business, it's also a polite reminder that treating your audience like a faceless crowd is a fantastic way to leave a staggering amount of money on the table.
Reference
Cite This Report
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APA
Priyanka Sharma. (2026, February 13). Email Campaign Statistics. Gitnux. https://gitnux.org/email-campaign-statistics
MLA
Priyanka Sharma. "Email Campaign Statistics." Gitnux, 13 Feb 2026, https://gitnux.org/email-campaign-statistics.
Chicago
Priyanka Sharma. 2026. "Email Campaign Statistics." Gitnux. https://gitnux.org/email-campaign-statistics.
Sources & references
22 datasets cited across this report · attribution is report-level
shopify.com