Email Marketing Link Statistics
CTR benchmarks, ROI data, open rates and automation performance — all sourced from published datasets.
ROI & Business Impact
- Email marketing delivers an average ROI of $36–$42 for every $1 spent — consistently higher than most other digital marketing channels. Source: Litmus.
- Nearly 50% of consumers made a purchase directly from an email in the past year. Source: Omnisend, 2025.
- Automated emails drive 37% of all email-generated sales despite making up only 2% of total email volume. Source: Litmus.
Click-Through Rate Benchmarks (2025)
| Metric | Figure | Source & Dataset |
|---|---|---|
| Average email click rate, all industries (2025) | 2.09% | MailerLite — 3.6 million campaigns |
| Average email open rate, all industries (2025) | 43.46% | MailerLite — 3.6 million campaigns |
| Average click-to-open rate (CTOR), all industries | 6.81% | MailerLite / Growth-onomics 2026 |
| Average campaign CTR (all industries) | 1.29% | Klaviyo 2025 Benchmark — hundreds of millions of emails |
| Average automated email flow CTR | 4.67% | Klaviyo 2025 Benchmark |
| Top 10% campaign performers — CTR | 4.74% | Klaviyo 2025 Benchmark |
| Top 10% automated flow performers — CTR | 12.21% | Klaviyo 2025 Benchmark |
| B2B email average CTR range | 2.0–4.0% | Multiple B2B benchmark sources (2025) |
Engagement Factors
- Segmented email campaigns generate 30% more opens and 50% more click-throughs than non-segmented campaigns. Source: Mailchimp Email Marketing Benchmarks.
- Emails with a single focused CTA increase clicks by 371% and sales by 1,617% in documented tests, versus emails with multiple competing CTAs. Source: cited in SHNO.co, 2026.
- Personalised subject lines increase open rates by 20–26%. Source: Adobe for Business.
- 55% of email opens occur on mobile devices. Source: Genesysgrowth.
Note on open rate reliability: Apple Mail Privacy Protection (MPP), introduced with iOS 15 in September 2021, now affects approximately 50–60% of recorded email opens by pre-loading tracking pixels regardless of whether the user actually opened the email. As a result, open rate figures are less reliable as a measure of genuine engagement than they were pre-2021. Click rate and click-to-open rate are now the preferred engagement metrics. Source: Litmus.
Sources
- MailerLite — Email Marketing Benchmarks 2025 (3.6M campaigns, published April 2026)
- Klaviyo — Email Marketing Benchmarks 2025
- Litmus — Email Marketing ROI and automation statistics
- Omnisend — 2025 Ecommerce Marketing Statistics Report
- Mailchimp — Email Marketing Benchmarks (segmentation data)
- Adobe for Business — Personalisation and subject line research
- Genesysgrowth — Mobile email open share data
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