Email marketing is still one of the most effective ways to connect with customers, offering an average return of $42 for every $1 spent. From 2019 to 2024, major shifts in technology, consumer behavior, and privacy laws have reshaped how businesses use email. Here's what you need to know:
- Open Rates Are Changing: Average open rates climbed to 39.64% in 2024, but Apple's Mail Privacy Protection has inflated these numbers, making click-through rates a more reliable measure of engagement.
- Personalization Drives Results: Emails with personalized subject lines boost open rates by 26%, and tailored content increases click rates by 139%.
- Mobile Optimization Is Critical: Over 55% of emails are opened on mobile devices, requiring designs that work seamlessly on smaller screens.
- AI Is Transforming Email Strategies: 63% of marketers use AI tools to improve performance, increasing open and click rates by up to 41%.
- Timing Matters: Tuesday sees the highest open rates (25%), while engagement peaks between 3 PM and 7 PM during weekdays.
Key takeaway: To stay competitive, focus on personalization, mobile-friendly designs, and leveraging AI tools to improve engagement and ROI.
Email Marketing Trends from 4 Industry Experts [Panel]
Key Metrics and Their Changes Over Time
Email marketing metrics from 2019 to 2024 reveal both progress and challenges. Tracking these shifts is crucial for businesses aiming to stay competitive in an increasingly crowded digital space.
Open Rates and Subject Line Trends
Open rates have been influenced by both technological changes and evolving consumer habits. Currently, the average open rate across industries sits at 21.33%. However, 2024 data tells a more nuanced story. According to GetResponse's Email Marketing Benchmarks report, the average open rate climbed to 39.64%, marking a jump of 12.84 percentage points. But there’s an important catch.
"The reported growth in engagement rates can partially be attributed to the growing popularity of Apple's devices, which distort the data with its auto-opens generated by the Mail Privacy Policy feature."
Apple’s Mail Privacy Protection, introduced in 2021, has reshaped how open rates are measured. This feature automatically opens emails to prioritize user privacy, inflating open rate figures and making genuine engagement harder to assess. As a result, marketers are increasingly focusing on click rates as a more reliable measure of engagement.
Open rates also vary significantly by industry. Religious organizations lead with an impressive 59.70%, followed by non-profits at 53.21% and artists at 51.35%. Meanwhile, travel and transportation companies record lower open rates at 22.57%, with e-commerce businesses averaging 31.08%.
Personalization plays a key role in boosting open rates. Adding the recipient’s first name can increase open rates by 13–28%, while personalized subject lines can lift them by 26%. Even small touches like emojis make emails 8% more likely to be opened. Geographic factors also matter - campaigns in Australia achieve a 46.34% open rate, while Latin America averages 30.67%. Timing is another factor, with Tuesday showing the highest open rates at 25%, followed by Monday at 22% and Wednesday at 21%.
Click-Through Rates and the Power of Personalization
With open rates becoming less dependable, click-through rates have taken center stage as the go-to metric for engagement. Advances in personalization and AI-driven content optimization are driving this shift. Personalized emails can boost click rates by 139% compared to generic sends. Predictive personalization has also shown to increase conversion rates by 28% while reducing unsubscribes by 35%.
Real-world examples highlight the impact of personalization. True Sports Fan tailored email campaigns to individual preferences, resulting in a 37% rise in open rates and a 22% increase in click-through rates. Similarly, Netflix’s hyper-personalized recommendations based on viewing habits led to open rates exceeding 40% and much higher click-through rates.
"In 2025, successful email marketing isn't about reaching the most people - it's about reaching the right people with content that matters to them. Brands that win are those making every email feel custom-crafted. If your strategy still relies on basic placeholders, it's time for an upgrade. Personalized emails aren't just engaging - they're expected." - TJ Rao, Marketing & Sales Consultant, Zevesto Property Group
In 2024, email campaign click-to-conversion rates grew by 27.6%, and using customer data in email campaigns increased click-through rates by 41%. Personalized calls-to-action (CTAs) are also highly effective, outperforming generic ones by 202%. For instance, Samsung’s Galaxy Note 9 launch achieved a 275% boost in conversion rates compared to previous campaigns, thanks to tailored emails.
Bounce and Conversion Rates
Bounce rates across most industries remain low, generally under 2%, thanks to better list management practices. Agriculture and food services report the lowest bounce rate at 0.31%, while construction sees the highest at 1.89%. However, the focus has shifted toward optimizing conversions, as only 4.3% of traffic converts across industries.
Visual content plays a major role in driving conversions. Emails with images see a 650% higher engagement rate than text-only messages. Testimonials can increase conversion rates by 34%, while customer reviews can drive up conversions by as much as 270%. With more than 50% of emails now opened on mobile devices, ensuring mobile-friendly designs has become essential for guiding users through their decision-making process.
European retailer NA-KD demonstrated the power of personalized campaigns by integrating email, web push, and SMS. This approach resulted in a 72X return on investment and a 25% boost in customer lifetime value. Companies that prioritize understanding individual customer needs tend to grow revenue faster, underscoring the importance of moving beyond generic messaging.
Technology Changes Affecting Email Performance
Over the past five years, email marketing has undergone a major transformation, thanks to advancements in AI. What used to be simple automation has evolved into highly sophisticated, data-driven strategies that deliver measurable results for businesses.
AI Tools for Email Improvement
AI tools are reshaping email marketing in ways that were hard to imagine a decade ago. Recent data reveals that 63% of marketers now use AI tools, leading to an impressive boost in email performance. For instance, these tools have increased click-through and open rates by up to 41%. AI-generated subject lines alone can improve open rates by 5% to 10%, while newsletters crafted with AI are over 50% more effective than those created using traditional methods. When it comes to revenue, personalized emails powered by AI have resulted in a 41% increase.
As Erica Salm Rench, COO of rasa.io, puts it:
"People are realizing that email remains one of the most effective marketing channels and a more intimate way to build a connection with your audience than hoping you land in their social feeds."
AI’s applications in email marketing continue to evolve. Nearly half (49%) of email marketers now rely on AI for content creation. Predictive analytics, another AI-driven tool, is helping optimize send times and target audiences more effectively. A great example is SmithDigital, a digital marketing agency that introduced dynamic content insertion in 2025. By customizing each newsletter with sector-specific content, they saved 75 hours monthly while also improving open rates and engagement.
Real-time personalization is another game-changer. AI analyzes customer behavior patterns to deliver highly targeted content, and it’s paying off: 80% of consumers are more likely to make a purchase when brands offer personalized experiences. Financially, the results are clear - marketers using AI report an average order value of $145.08, compared to $138.00 for those who don’t.
For businesses eager to get started with AI-driven email strategies, platforms like AI for Businesses offer curated tools tailored for small and medium-sized enterprises.
Email Deliverability Improvements
Behind the scenes, email infrastructure has also seen dramatic advancements, directly influencing campaign performance. Businesses using expert email services now enjoy an average 97% delivery rate, which is 12% higher than the industry average. This improvement is largely thanks to better sender authentication protocols like SPF, DKIM, and DMARC.
Machine learning has also revolutionized spam filtering. Will Boyd, Email Delivery Consultant at Twilio SendGrid, explains:
"As more and more mailbox providers implement machine learning technologies in their fight against spam, making sense of email deliverability will be more critical for senders".
A real-world example of this came during a February 2025 AT&T DNS issue. SocketLabs identified that two of four MX records were failing and quickly implemented a solution to reroute SMTP connections to functioning infrastructure. The result? SocketLabs customers achieved a 99.2% successful message acceptance rate, while other vendors saw delivery rates of only 55% and 80%.
Email validation tools have also become more advanced. These tools identify misspelled, fake, or invalid email addresses, reducing bounce rates and improving overall delivery rates. Verizon Media Group is even beta-testing a Postmaster Engagement Feed, which provides detailed metrics like inbox placement, reading time, and engagement patterns.
The focus has shifted from simply avoiding spam filters to proactively managing email infrastructure. Real-time insights into message queues and flexible decision-making processes are now essential for reliable delivery. This is especially important given that 90% of cyberattacks are carried out via email. Robust security measures and authentication protocols are critical for maintaining sender reputation.
When combined with AI-driven personalization, these advancements are setting the stage for the next wave of email marketing trends. Together, they not only enhance deliverability but also open the door to deeper user engagement, which will be explored in the following section.
How User Behavior and Engagement Have Changed
Over the past five years, the way people interact with emails has shifted dramatically. Changing work habits, increasing reliance on different devices, and shorter attention spans have all played a role in reshaping email engagement. To craft campaigns that not only get opened but also drive action, these evolving patterns must be understood and addressed.
Best Times and Days for Email Engagement
The old "one-size-fits-all" timing strategies - like sending emails on Tuesday mornings - are long gone. Today, timing emails requires a more data-driven approach. Interestingly, Monday has emerged as a top performer for open rates, averaging 51.90%. Tuesday follows closely at 51%, and even Sunday sees strong engagement with an average open rate of 51.28%.
Engagement patterns vary by time of day too. During the workweek, email interactions peak between 3 PM and 7 PM local time, suggesting many people check emails after traditional work hours. On weekends, the sweet spot shifts to around 9 AM. For maximum engagement, specific times stand out: Monday at 4 PM (53.4%), Tuesday at 6 PM (52.3%), Wednesday at 4 PM (52.2%), Thursday at 7 PM (52.5%), and Friday at 6 PM (52.7%).
There are also clear differences between B2B and B2C audiences. For instance, 47.9% of B2B companies report their highest engagement between 9:01 AM and 12 PM EST, compared to just 31% of general marketers. This is likely because professionals tend to check emails during work hours, while consumers are more active in the evenings or on weekends. Notably, Friday and Sunday perform well for click-through rates, averaging 13.58% and 13.57%, respectively. Friday clicks, in particular, are more likely to result in purchases.
These detailed timing insights align with another important factor: the growing preference for mobile devices.
Mobile vs Desktop Email Usage
As engagement times have shifted, so have the devices people use to access emails. Mobile devices now account for 41.6% of email opens. However, they also come with a higher bounce rate - 59.74% compared to 49.80% for desktops. On the flip side, desktop users spend 37.7% longer per visit and view twice as many pages on average.
The range of mobile email opens varies widely, from 26% to as high as 78%, depending on the audience and type of email. Mobile behavior also stands out: three out of five consumers check email on the go, and 40% say their smartphone is their primary device for email. Additionally, 75% of users report that they rely on smartphones most often for email.
Context plays a big role here. For work emails, 60% of respondents check on smartphones, with 14% using tablets. For personal emails, 59% prefer mobile devices. While mobile visits are more frequent - 313% more than desktop visits in 2023 - desktop users engage more deeply, spending more time per visit and interacting with more content.
Globally, mobile phones dominate web traffic, accounting for 59.99%, while laptops and desktops make up 37.78%. In the U.S., the split is more balanced, with desktops at 50% and mobile devices at 47%.
These trends underscore the importance of a mobile-first approach to email design. Emails need to be optimized for smaller screens with clear, concise subject lines and tappable buttons. With readers typically spending just 2 to 8 seconds on an email - often even less on mobile - it’s crucial to make content visually appealing and immediately valuable.
In short, understanding when and how users engage with emails, along with their device preferences, is key to building more effective email strategies.
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Email Performance Predictions for 2025-2030
In the next five years, email marketing is set to undergo major changes as artificial intelligence (AI) and new technologies reshape how businesses engage with their audiences.
AI and Predictive Analytics in Future Email Campaigns
The AI marketing industry is expected to exceed $72 billion by 2030, and this growth will have a profound impact on email marketing. AI-powered hyper-personalization will become the norm, enabling businesses to send real-time tailored emails and product recommendations. This shift is critical, as 71% of consumers say they expect personalized communication from businesses, and 76% report frustration when it’s missing. Companies that embrace personalized strategies are already seeing 40% higher revenue.
Predictive analytics will take personalization even further by forecasting subscriber behavior, determining the best times to send emails, predicting which content will resonate most, and estimating conversion rates before campaigns even launch. Generative AI tools will simplify content creation by suggesting or producing email copy, while smarter A/B testing will deliver faster, deeper insights. For instance, Yum Brands has successfully used AI to personalize email offers and messages, leading to stronger consumer engagement.
AI will also enhance deliverability by identifying patterns that impact email performance and automatically adjusting campaigns. This capability is becoming increasingly important as the volume of outbound emails grew by 15% last year. These advancements are laying the groundwork for more data-driven and effective email marketing strategies.
New Technologies and Email Formats
In addition to predictive analytics, emerging email formats are set to redefine user engagement. Interactive emails - featuring elements like polls, quizzes, add-to-cart buttons, and embedded mini-apps - are already proving effective, with click-to-open rates increasing by 73%. Moreover, 60% of consumers are more likely to engage with interactive emails.
Personalized video content is also gaining traction, offering a dynamic way to tell stories and drive higher click-through rates. As mobile usage continues to dominate, designing emails with a mobile-first approach will be crucial. This includes creating thumb-friendly navigation, ensuring faster load times, and integrating seamlessly with mobile commerce platforms. Accessibility will also take center stage, ensuring email content is usable for everyone, including individuals with disabilities.
The connection between email and social media is deepening as well. Emails may soon feature live social feeds, real-time social proof, and easy social sharing options. At the same time, sustainable practices in email marketing are gaining momentum. Businesses are finding ways to reduce energy consumption by optimizing file sizes, cleaning email lists regularly, and adopting other eco-conscious strategies. For example, Birdies, an eCommerce footwear brand, increased its conversion rate by 16% in 2023 by implementing automation, segmentation, and personalization in its email campaigns.
These advancements are setting the stage for emails that are more engaging, relevant, and impactful. Marketers who embrace these technologies early will likely gain a competitive advantage in the ever-evolving digital landscape. Tools available at AI for Businesses can help businesses streamline their marketing efforts and stay ahead of the curve.
Key Takeaways
Email marketing delivers an impressive return of $36 for every $1 spent, making it a highly effective channel for businesses that stay ahead of emerging trends. This success is built on a few key strategies.
One major driver is AI-powered personalization. With 72% of consumers only engaging with marketing messages that feel relevant to them, AI tools have become essential. These tools analyze customer data to create highly targeted content. Currently, 34% of email marketers are already using AI for tasks like copywriting, and this number is expected to rise as the technology becomes more accessible.
Mobile optimization is another must. With over 70% of emails now being opened on mobile devices, businesses need to ensure their emails are mobile-friendly. This means using concise subject lines, clear layouts, and easy-to-read content.
Adding interactive elements can also make a big difference. These features can increase response rates by up to 520%, turning static emails into engaging experiences that encourage user participation.
Beyond design and personalization, building trust is crucial. Transparency about how customer data is used is especially important for small and medium-sized businesses. As privacy laws continue to evolve, companies should clearly explain their data practices and offer simple opt-in options and preference settings to foster long-term loyalty.
The data also shows that email engagement is on the rise, with 77% of marketers reporting increased engagement over the past year. Small and medium businesses can take advantage of this trend by using AI tools, such as those available through platforms like AI for Businesses. These tools can automate tasks like determining the best send times, crafting attention-grabbing subject lines, and creating personalized product recommendations.
Finally, segmentation and dynamic content remain essential for effective email marketing. Instead of sending one-size-fits-all messages, businesses should segment their audience and tailor content to match the specific interests of each group. For example, creating newsletters focused on distinct audience segments can significantly improve relevance and engagement.
FAQs
How has Apple’s Mail Privacy Protection affected the accuracy of email open rates?
How Apple’s Mail Privacy Protection Impacts Email Metrics
Apple’s Mail Privacy Protection has changed the game for email marketers, making open rates a less dependable way to measure engagement. This feature works by blocking tracking pixels, which means marketers can’t always tell if or when an email was opened. The result? Open rate metrics often appear inflated, especially for users of Apple Mail.
This shift can be misleading. While marketers might notice a spike in open rates, much of this increase could be due to automated processes rather than actual subscriber interest. To get a clearer picture of email performance, many businesses are now prioritizing other metrics, such as click-through rates and conversions, which better reflect genuine engagement.
How can AI improve email marketing, and what steps should businesses take to use it effectively?
AI is transforming email marketing by making it smarter and more effective. It allows businesses to create personalized content, fine-tune the timing of emails, and segment their audiences with precision. These features help ensure that emails align with individual user preferences, leading to higher engagement and better conversion rates. On top of that, AI can handle time-consuming tasks like writing subject lines and analyzing campaign data, saving marketers valuable time while enhancing the overall quality of their emails.
To make the most of AI in email marketing, businesses should start by incorporating tools that can analyze customer data and handle repetitive workflows. Prioritize features like AI-powered audience segmentation, predictive analytics, and personalized content generation to send messages that truly resonate. By leveraging these strategies, companies can run smoother email campaigns and see improved outcomes.
Why is it important to optimize emails for mobile, and how can you make them mobile-friendly?
Optimizing Emails for Mobile
With roughly 60% of emails being opened on mobile devices, ensuring your emails look great on smaller screens is no longer optional - it's essential. If your emails are hard to read or navigate on a phone, you risk losing engagement and potential customers. A clunky mobile experience can make your business seem outdated and unappealing.
Here’s how to make your emails mobile-friendly:
- Use responsive email templates: These automatically adapt to different screen sizes, ensuring your content looks polished everywhere.
- Keep subject lines concise: Aim for fewer than 43 characters so they’re fully visible on mobile screens.
- Make links easy to tap: Ensure buttons and links are large enough for users to click without frustration.
- Set the right dimensions: Stick to a maximum width of 600 pixels for desktop and about 450 pixels for mobile.
Finally, always test your emails on various devices to confirm they deliver a smooth, user-friendly experience.
