- Aug 17
- 7 min read
Email marketing statistics are most useful when they show the gap between what you send and what actually earns. Across 27,000 eCommerce brands, campaign emails converted at 0.08% while automated emails converted at 1.49%, nearly 19 times higher.
That gap, not the open rate, is where most email marketing programs win or lose. Below you'll find performance by industry, automation results by email type, AI adoption among marketers and how B2B and B2C programs differ. If you're planning an email marketing campaign but still need a site, a website builder gets you live quickly and this guide on how to make a website covers the steps.
Email marketing stats (highlights)
Email marketing stands out as a robust tool for engaging with customers.
As Senior Ecommerce Expert Greg Zakowicz at Omnisend says:
“The reason email marketing performs so well is because it is a first-party channel, meaning customers willingly sign up to receive messages. This established engagement with the brand can help businesses build relationships with their customers, increase customer retention and lower paid retargeting costs.”
The numbers below cover the metrics most teams track.
Open rates: The average open rate for email marketing campaigns is 30.41%. (Omnisend, 2026)
Click-through rates (CTR): On average, email campaigns see a click-through rate of 0.74%. (Omnisend, 2026)
Conversion rates: The overall conversion rate for email marketing stands at 0.08% (Omnisend, 2026)
Personalization impact: among B2B marketers who personalize content, 85% do it in email campaigns, more than double the next channel, social media at 34%. (Content Marketing Institute, 2026)
Email automation: Automated email campaigns achieve an average open rate of 30.21% and a click rate of 4.66%, which shows how important it is for increasing engagement. (Omnisend, 2026)
Mobile engagement: Apple Mail and Gmail together account for close to 90% of all email opens, so rendering well in those two environments matters most. (Litmus, 2026)
AI integration: 28% of marketers have AI deeply integrated into their email workflows and decision making, while another 34% use it regularly across multiple areas. (Litmus, 2026)
Does Wix have email marketing? We explain what features you get with Wix's email marketing and how to build your own campaign.
Next, explore email marketing statistics by category:
Email automation statistics
Even small businesses can’t afford the time and effort of manual email marketing. Automation is essential. Below are some statistics about how automation can transform your business and marketing:
Abandoned cart was the most widely used high-value automation, active at 22.5% of brands running automations by year end (Omnisend, 2026)
Automated emails earn $3.41 per send against $0.155 for campaigns, a 22x gap in revenue per email (Omnisend, 2026)
On average, automations get 30.21% open rate, a 4.66% click rate and a 1.49% conversion rate (Omnisend, 2026)
Automated emails converted at 1.49% against 0.08% for campaigns, roughly 19 times higher (Omnisend, 2026)
Welcome emails post a 35.53% open rate and abandoned cart emails 37.12%, both above the 30.41% campaign average (Omnisend, 2026)
Back-in-stock emails have the highest conversion rate of an automated email at 6.72% (Omnisend, 2026)
The average conversion rate for welcome emails is 2.11% and 1.72% for abandoned cart emails (Omnisend, 2026)
Shipping confirmation emails post the highest open rate of any email type at 62.67%, with a 16.01% click-through rate (Omnisend, 2026)
Only 0.6% of brands ran back-in-stock automations in 2025, the lowest adoption of any automation type (Omnisend, 2026)
Welcome emails earn $6.16 per send, second only to back-in-stock at $9.14 (Omnisend, 2026)
Abandoned cart emails earn $3.59 per send (Omnisend, 2026)
Automations post an 11.87% click-to-open rate against 2.44% for campaigns (Omnisend, 2026)
Page-viewed automations, triggered by browsing behavior, earn $0.76 per email against $0.155 for campaigns (Omnisend, 2026)
Mobile email marketing statistics
Email users are often checking their inboxes on the go, so marketers should think mobile-first if they want to keep the engagement going. Here are some mobile email marketing statistics you may find insightful:
Apple leads all email clients at 62.26% of opens, with Gmail second at 27.03% (Litmus, 2026)
Apple Mail Privacy Protection now affects roughly 55% to 60% of all email opens, which makes open rate a directional signal rather than a measurement (Litmus, 2026)
Mobile devices remain the primary reading environment for most subscribers (Litmus, 2026)
Click-through rate has become the clearer engagement signal, averaging 0.88% across industries with a 2.91% click-to-open rate (Omnisend, 2026)
AI email marketing statistics
Artificial Intelligence (AI) is transforming email marketing by providing tools to quickly analyze data for better personalization and automation, as well as giving marketers a hand in content creation. Here are some stats that highlight the impact of AI in email marketing:
Advanced AI adopters are 28% more likely than early-stage teams to deploy an email in under a day, and 76% of marketers now produce and send within three days (Litmus, 2026)
Reported email ROI splits into 20:1 to 36:1 for 37% of marketers, 36:1 to 45:1 for 25% and above 45:1 for 8% (Litmus, 2026)
Pro tip: Boost your next email campaign with Wix’s new AI feature.
B2B email marketing statistics
The line between B2C and B2B marketing is not as clear as it once was. The people responding to an email about a new sweater that’s on sale are the same as those buying software or reading a company newsletter, so it’s no wonder B2B email marketing performs so well. The numbers below back that up.
Email newsletters rank as the second most effective thought leadership channel at 54%, behind LinkedIn at 76% and ahead of speaking events at 52% (Content Marketing Institute, 2026)
32% of B2B marketers plan to increase investment in owned media including email, third behind AI tools at 45% and events at 33% (Content Marketing Institute, 2026)
Among B2B marketers using AI applications, 36% apply them to email campaign optimization and personalized email content (Content Marketing Institute, 2026)
B2C email marketing statistics
For B2C companies, email marketing plays a pivotal role in driving engagement and sales. As Greg Zakowicz shares:
“What separates email from other marketing channels is it is an opt-in channel, meaning consumers willingly sign up to receive messages from brands. Because of this, they engage with brands when they choose, making them more receptive to a brand’s messaging.”
That is also evident from these stats:
Automations reach subscribers at defined moments such as list signup, product browsing, cart abandonment and order placement, and that timing drives most of the result (Omnisend, 2026)
Campaign emails carry a 0.20% unsubscribe rate against 0.59% for automations (Omnisend, 2026)
Wedding brands post the highest open rate at 52.43% but convert at 0.04%, while Games open at 36.85% and convert at 0.19% (Omnisend, 2026)
Email marketing stats by industry
Different industries see varying results with email marketing. It’s understandable. All of them have unique audiences that interact with brands in different ways. Learning these differences will help you manage the expectations as well as tailor your marketing strategies accordingly.
Industry email marketing performance (Omnisend, 2026)
Industry | Open rate | CTR | CTOR | Conversion rate |
|---|---|---|---|---|
Wedding | 52.43% | 0.77% | 1.47% | 0.04% |
Holidays & Seasonal | 47.62% | 1.17% | 2.46% | 0.03% |
Travel | 44.84% | 1.21% | 2.70% | 0.05% |
Jobs & Education | 39.55% | 0.58% | 1.47% | 0.05% |
Games | 36.85% | 1.13% | 3.05% | 0.19% |
Arts & Entertainment | 34.15% | 1.35% | 3.95% | 0.10% |
People & Society | 31.63% | 1.12% | 3.55% | 0.07% |
Adult | 31.43% | 0.87% | 2.76% | Not reported |
Apparel | 31.10% | 0.86% | 2.76% | 0.05% |
Autos & Vehicles | 30.68% | 0.99% | 3.22% | 0.10% |
Toys & Hobbies | 30.66% | 1.13% | 3.70% | 0.09% |
Sports | 30.62% | 0.99% | 3.22% | 0.09% |
Home & Garden | 30.60% | 0.87% | 2.85% | 0.04% |
Pets & Animals | 30.09% | 0.78% | 2.60% | 0.10% |
Food & Drink | 30.03% | 0.96% | 3.19% | 0.15% |
Science | 29.38% | 1.04% | 3.55% | 0.14% |
Beauty & Fitness | 29.33% | 0.72% | 2.45% | 0.07% |
Gifts & Special Events | 29.26% | 0.78% | 2.68% | 0.08% |
Business & Industrial | 28.66% | 1.47% | 5.12% | 0.13% |
Health | 28.64% | 0.79% | 2.77% | 0.12% |
Books & Literature | 28.07% | 0.90% | 3.21% | 0.07% |
Consumer Electronics | 25.70% | 0.99% | 3.84% | 0.04% |
Computers | 23.41% | 0.97% | 4.16% | 0.04% |
Finance | 20.25% | 0.99% | 4.89% | 0.17% |
Internet | 19.99% | 1.40% | 6.98% | Not reported |
Smoking & Vaping | 19.27% | 0.67% | 3.45% | 0.18% |
Overall | 30.22% | 0.88% | 2.91% | 0.08% |
Personalized email marketing statistics
Relevant messaging matters. No one wants to receive an email promoting a new toaster when they're shopping for a nightstand. Understanding your audience’s shopping journeys and delivering relevant content at the right time is essential for any email campaign.
Here are some key statistics about email personalization:
89% of B2B organizations personalize content, but 59% describe their use as basic, covering one or two channels with minimal integration (Content Marketing Institute, 2026)
Birthday automations carry the lowest unsubscribe rate of any automation type at 0.22% (Omnisend, 2026)
Looking forward: What does the future hold for email marketing?
What’s old is new again. While email marketing never went away, in recent years, it has been overshadowed by the glitz and glam of social media. The brands that stayed loyal to email marketing continued to generate a consistent and high email marketing ROI and build better relationships with their customers with less effort and cost.
More and more brands are again recognizing the consistency email marketing brings and are turning their attention back to the channel.
Expect the competition for inbox attention to increase over the next year, especially during the Black Friday and Cyber Monday shopping season. Brands that want to provide a relevant customer shopping experience and stay ahead of the competition would be wise to recenter their marketing efforts on email.
Looking for more inspo? Check out these email marketing examples to help kick off your efforts. Or, go one step further and explore these free email marketing tools.
