2025 Email Marketing Benchmark Reports Summary
We’ve reviewed the latest benchmarking reports from a variety of popular CRM and Email Sending Platforms, highlighting key trends and areas of focus for marketers in 2025.
Every year, these platforms share performance stats in various sectors, regions and CRM channels – offering useful benchmarks for setting goals, improving engagement and hitting KPIs.
We’ve also rounded up all the reports in a handy link library – you’ll find that later in the article.
Here’s what you need to know…
Multi-channel campaigns
Marketers are reporting better results from multi-channel campaigns vs single channels. Consumers are engaging with an average of eight channels per brand.
Everyone’s talking about AI
Reported increases in AI usage across automated marketing flows is leading to improved performance when used correctly. Many marketers say they plan to invest in AI tools in the next 12 months.
Automations
Behaviour-triggered emails are on the rise. For example, one CRM platform reported over $455 million in sales from abandoned cart emails alone, with all other platforms also reporting increases in conversions too.
Personalisation is key
Personalisation is proven to increase engagement and sales, but only a small fraction of marketers fully utilise it.
Many platforms reported that unsubscribe rates have decreased on average, possibly due to better personalisation and data-driven content. While unsubs are negative, they’re better than spam complaints and are part of the CRM lifecycle.
Timing, frequency & volume
Some platforms reported that brands are sending more emails and more frequently, but too many can lead to unsubscribes. Allowing users to customise their email preferences is key.
SMS vs Push
SMS sends are down for some, while email is up compared to previous years. However, brands are seeing higher conversion rates in Push & SMS channels when part of a multichannel campaign. Most marketers say that SMS will be a priority for them over the coming year.
Push and In-app messaging has increased, with significantly higher CTR than email, especially in multichannel campaigns.
The importance of data-driven, dynamic email creative
Brands still have some way to go in utilising dynamic content in their emails, which is proven to increase engagement and CTR.
More marketers are using data to inform campaign strategy and creative, with many planning to focus on data-driven strategies and more this year.
Link Library:
Here’s a list of links to all the reports we read, so you can easily find and download the ones you’d like to see more of:
Bloomreach’s report “39 Email & SMS Marketing Stats to Benchmark Success” highlights performance data across a range of industries for SMS & email marketing. They also include a survey of ecommerce professionals, industry data on the popularity of SMS & email channels in marketing and look specifically at benchmarks for deliverability, engagement rates, SMS revenue and unsubscribe rates.
Brevo published their Email Marketing Benchmarks data by metric, region and industry and an analysis of the results. They also highlighted email data around day of the week and deliverability, whilst offering advice on how to optimise your results against relevant benchmarks.
Customer.io’s 2024 report on The State of Messaging explores benchmarks and trends across a wide range of channels including email, in-app, push notifications and SMS. It also explores AI, personalisation, and strategies for future success.
The 2024 DMA Benchmarking Report uses data collected from email marketing service providers (ESPs) including both DMA members and non-members. The report provides stats and summaries for engagement data across many industries and channels.
The 2025 Global Benchmark Report from Dotdigital compiles their email, SMS and marketing automation benchmark data across EMEA, APAC, Americas and globally. They also feature specific averages for a range of sectors on send volumes and engagement rates, offering advice for marketers throughout.
The GetResponse 2024 Email Benchmarks report analysed more than 4.4 billion messages sent by GetResponse customers. They focused on active senders with over 500 contacts and looked at average engagement rates, bounce rates, spam complaints and other actions like unsubscribes, to provide average metrics by location and industry.
HubSpot’s latest report focusses on the development of AI in digital marketing, with tips for both B2B and B2C marketers. The report talks about overcoming trust building challenges, brand authenticity, adapting to younger audiences, channel and content specific trends, and providing added value.
The 2024 Benchmark Report from Klaviyo provides SMS and Email performance data to guide Ecommerce marketers, sharing data from the platform across sectors like fashion, beauty, health and more. The report also discusses how to use automated email flows and provide a quarterly performance overview.
MailerLite published their email marketing benchmarks by industry and region for 2025, using data from over three million campaigns sent by of 155,000 approved accounts on their platform. Their stats include engagement rates across a wide range of industries. They also share advice on how to improve email performance.
MailMunch’s report Email Marketing Benchmarks for 2025 discusses types of email marketing benchmarks, a comparison of KPI’s and benchmarks, publishes the various metrics from their own platform data across a range of industries and tips on how to improve your metrics.
The State of Email 2025 report from Mailmodo presents data collected from their State of Email Survey, presenting the results of the data collected from 130+ marketers. They asked marketers 50+ questions covering email marketing objectives, deliverability and infrastructure, email design, email marketing strategy, email copywriting, AMP emails and AI in email marketing. The report also features email marketing benchmarks from their analysed data set, and email marketing tips from over 100 independent experts in the field.
Mapp’s 2024 Digital Benchmark Survey published results on how European marketers have performed, and what their priorities and strategies look like going forward. The survey results also outline most-used channels, future trends, and what marketers are investing in now.
The 2025 MoEngage Email Benchmarks Report has analysed 3.7 billion emails to unpack how businesses, big and small, are leveraging personalisation. The sectors of focus are Financial Services, Retail and Ecommerce, Media and Entertainment, Travel and Hospitality, and Lifestyle.
The 2025 Optimove Insights Consumer Marketing Report, based on a survey of 329 US citizens, highlights online marketing consumer behaviour and preferences. The report explores how email abuse causes marketing fatigue and how to combat this with personalisation, and picks out the brands putting the customer in control.
The 9th State of Marketing report from Salesforce surveyed nearly 5,000 marketers worldwide. It explores how marketers are evaluating the rise of AI, implementing it into their operations, approaching data acquisition, maintenance and application strategies, and ensuring customer trust and security.
The State of Email in 2024 report from Validity includes an analysis of global email performance across nine major performance indicators, expert forecasts for what’s coming to the world of email, and actionable tips for senders to get ahead of the curve. It provides advice for achieving increased engagement and improving your brand reputation for better Inbox Placement Rates (IPR) and fewer spam complaints.
Although the most recent report from Yotpo was published in 2023, this survey on The State of Customer Loyalty and Retention provides useful insights from consumers, summarising what brands need to do to gain and maintain customer loyalty and meet customer expectations by using effective communications.
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