{"id":58090,"date":"2022-09-25T17:45:52","date_gmt":"2022-09-25T17:45:52","guid":{"rendered":"https:\/\/mailrelay.com\/?p=58090"},"modified":"2026-11-02T17:15:52","modified_gmt":"2026-11-02T17:15:52","slug":"email-marketing-20-key-statistics","status":"publish","type":"post","link":"https:\/\/mailrelay.com\/en\/blog\/2022\/09\/25\/email-marketing-20-key-statistics\/","title":{"rendered":"Email marketing statistics 2026: reliable data and how to measure your own campaigns"},"content":{"rendered":"\n<p class=\"wp-block-paragraph\">Search for &#8220;email marketing statistics&#8221; and you&#8217;ll find figures for everything. Open rates by industry, returns of 40 euros for every euro invested, click percentages\u2026<\/p>\n\n<p class=\"wp-block-paragraph\">The problem is where they come from.<\/p>\n\n<p class=\"wp-block-paragraph\">Many of these figures are published by companies that sell email sending. Others date from 2019 and are still shared as if they were new.<\/p>\n\n<p class=\"wp-block-paragraph\">Here you&#8217;ll only find data from neutral sources: the INE, Eurostat, Radicati, the DMA, Litmus and the rules of Gmail, Yahoo and Outlook.<\/p>\n\n<p class=\"wp-block-paragraph\">And for what no general statistic can tell you, you&#8217;ll see how to calculate your own metrics from your campaigns.<\/p>\n\n\n<h2 class=\"wp-block-heading\">Email marketing statistics in 2026: quick summary<\/h2>\n\n<p class=\"wp-block-paragraph\">If you&#8217;re in a hurry, here are the email marketing statistics in this article, with their source and date.<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Data point<\/th><th>Figure<\/th><th>Source<\/th><\/tr><\/thead><tbody><tr><td>Email users worldwide<\/td><td>4.594 billion in 2025, 4.73 billion in 2026<\/td><td>Radicati Group, 2024<\/td><\/tr><tr><td>Email user forecast<\/td><td>4.97 billion in 2028<\/td><td>Radicati Group, 2024<\/td><\/tr><tr><td>Spanish internet users who send or receive emails<\/td><td>89,1 %<\/td><td>INE, 2025<\/td><\/tr><tr><td>Spanish internet users who use instant messaging<\/td><td>98,8 %<\/td><td>INE, 2025<\/td><\/tr><tr><td>People in the EU who use the internet for email<\/td><td>81,6 %<\/td><td>Eurostat, 2025<\/td><\/tr><tr><td>People in Spain who bought online in the last 3 months<\/td><td>59,6 %<\/td><td>INE, 2025<\/td><\/tr><tr><td>Consumers who prefer email for receiving offers<\/td><td>64 %<\/td><td>DMA (UK), 2023<\/td><\/tr><tr><td>Opens recorded in Apple Mail<\/td><td>76,56 %<\/td><td>Litmus, September 2026<\/td><\/tr><tr><td>Opens recorded in Gmail<\/td><td>16,10 %<\/td><td>Litmus, September 2026<\/td><\/tr><tr><td>Daily sending volume above which Gmail and Outlook add requirements<\/td><td>5.000<\/td><td>Google and Microsoft<\/td><\/tr><tr><td>Maximum spam rate Gmail tolerates<\/td><td>0,3 %<\/td><td>Google<\/td><\/tr><tr><td>Deadline for processing an unsubscribe in Gmail and Yahoo<\/td><td>2 days<\/td><td>Google and Yahoo<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">Below you&#8217;ll find each figure explained, along with what it means for your campaigns.<\/p>\n\n<h2 class=\"wp-block-heading\">How many people use email<\/h2>\n\n<p class=\"wp-block-paragraph\">Email is still one of the channels with the widest reach there is.<\/p>\n\n<p class=\"wp-block-paragraph\">According to Radicati Group, there were 4.594 billion email users worldwide in 2025.<\/p>\n\n<p class=\"wp-block-paragraph\">It estimates 4.73 billion for 2026 and close to 4.97 billion for 2028.<\/p>\n\n<p class=\"wp-block-paragraph\">That&#8217;s more than half the world&#8217;s population with an active email address.<\/p>\n\n<p class=\"wp-block-paragraph\">In Spain, the <a href=\"https:\/\/www.ine.es\/dyngs\/Prensa\/TICH2025.htm\">INE&#8217;s ICT household survey<\/a> for 2025 gives a first figure: 96.3% of people aged 16 to 74 used the internet in the last three months.<\/p>\n\n<p class=\"wp-block-paragraph\">Of those internet users, 89.1% sent or received emails. In 2024 it was 91%.<\/p>\n\n<p class=\"wp-block-paragraph\">Instant messaging, such as WhatsApp, reaches 98.8%. And video calls, 82.9%.<\/p>\n\n<p class=\"wp-block-paragraph\">In the European Union, according to Eurostat, 81.6% of people used the internet to send or receive emails in 2025.<\/p>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"864\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-el-email-en-cifras.jpg\" alt=\"&quot;Email in numbers&quot; infographic: 4.73 billion email users in 2026, 89.1% of Spanish internet users use email, 81.6% in the EU, 59.6% bought online, 64% prefer email for offers and a 0.3% maximum spam rate in Gmail\" class=\"wp-image-112301\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-el-email-en-cifras.jpg 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-el-email-en-cifras-300x169.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-el-email-en-cifras-1024x576.jpg 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-el-email-en-cifras-768x432.jpg 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-el-email-en-cifras-110x62.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-el-email-en-cifras-60x34.jpg 60w\" sizes=\"auto, (max-width: 1536px) 100vw, 1536px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">What do these email marketing statistics tell us? That almost all your customers have an email address and check it.<\/p>\n\n<p class=\"wp-block-paragraph\">Email doesn&#8217;t compete with WhatsApp for day-to-day attention.<\/p>\n\n<p class=\"wp-block-paragraph\">It&#8217;s where people receive invoices, orders, bank notifications and news from the brands they&#8217;ve chosen.<\/p>\n\n<p class=\"wp-block-paragraph\">That&#8217;s why, for a brand, it&#8217;s an owned channel: the contact list is yours and doesn&#8217;t depend on an algorithm.<\/p>\n\n<h2 class=\"wp-block-heading\">What consumers expect from brand emails<\/h2>\n\n<p class=\"wp-block-paragraph\">The DMA is the UK&#8217;s direct marketing association.<\/p>\n\n<p class=\"wp-block-paragraph\">In its 2023 Consumer Email Tracker, it asked more than 2,000 consumers about brand emails.<\/p>\n\n<p class=\"wp-block-paragraph\">Email came first among marketing channels for three types of message:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Discounts, offers and sales:<\/strong> 64% prefer it over other channels.<\/li>\n\n\n<li><strong>New products or services:<\/strong> 53%.<\/li>\n\n\n<li><strong>Tips, information and opinions:<\/strong> 44%.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">It&#8217;s a UK study, but the pattern matches what we see in Spain. People accept commercial emails when they get something out of them.<\/p>\n\n<p class=\"wp-block-paragraph\">There&#8217;s another INE figure worth keeping in mind. 59.6% of Spaniards aged 16 to 74 bought something online in the last three months.<\/p>\n\n<p class=\"wp-block-paragraph\">Each of those purchases generates confirmation and shipping emails and, often, <a href=\"https:\/\/mailrelay.com\/en\/blog\/2026\/08\/24\/abandoned-carts-how-to-recover-them\/\">abandoned cart<\/a> emails.<\/p>\n\n<p class=\"wp-block-paragraph\">Email is present throughout the entire buying process.<\/p>\n\n<h2 class=\"wp-block-heading\">Where emails are read<\/h2>\n\n<p class=\"wp-block-paragraph\">Litmus, an email testing tool, publishes every month which email clients record the most opens.<\/p>\n\n<p class=\"wp-block-paragraph\">In September 2026, based on 1.5 billion opens, the breakdown was as follows:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Email client<\/th><th>Share of opens<\/th><\/tr><\/thead><tbody><tr><td>Apple Mail (iPhone, iPad and Mac)<\/td><td>76,56 %<\/td><\/tr><tr><td>Gmail<\/td><td>16,10 %<\/td><\/tr><tr><td>Outlook (desktop)<\/td><td>3,48 %<\/td><\/tr><tr><td>Yahoo Mail<\/td><td>2,35 %<\/td><\/tr><tr><td>Google Android<\/td><td>0,94 %<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\">Be careful how you read this table.<\/p>\n\n<p class=\"wp-block-paragraph\">Apple Mail ranks so high partly because its privacy feature records opens that don&#8217;t always come from a person.<\/p>\n\n<p class=\"wp-block-paragraph\">You&#8217;ll see why in the next section.<\/p>\n\n<p class=\"wp-block-paragraph\">Even so, the data leaves a practical takeaway: a large share of your emails will be read on a phone.<\/p>\n\n<p class=\"wp-block-paragraph\">Design for small screens and test your campaigns in Apple Mail and Gmail before sending them.<\/p>\n\n<h2 class=\"wp-block-heading\">Why the open rate is no longer a reliable metric<\/h2>\n\n<p class=\"wp-block-paragraph\">For years, the <a href=\"https:\/\/mailrelay.com\/en\/glossary\/open-rate-2\/\">open rate<\/a> was the star metric of email marketing. Today it&#8217;s only a rough indicator.<\/p>\n\n<p class=\"wp-block-paragraph\">The reason is Apple Mail Privacy Protection, which Apple introduced in September 2021 with iOS 15.<\/p>\n\n<p class=\"wp-block-paragraph\">When a user turns it on, Apple downloads the email&#8217;s images to its servers, even if the person doesn&#8217;t open it.<\/p>\n\n<p class=\"wp-block-paragraph\">And the open is counted anyway.<\/p>\n\n<p class=\"wp-block-paragraph\">According to Litmus, this feature affects between 55% and 60% of the opens it records.<\/p>\n\n<p class=\"wp-block-paragraph\">Its recommendation is to measure clicks and conversions instead of opens.<\/p>\n\n<p class=\"wp-block-paragraph\">On top of that, many companies block image downloads for security reasons, so a real open isn&#8217;t recorded.<\/p>\n\n<p class=\"wp-block-paragraph\">So the open rate can come out inflated for one list and deflated for another.<\/p>\n\n<p class=\"wp-block-paragraph\">Comparing yours with a published average doesn&#8217;t tell you much.<\/p>\n\n<p class=\"wp-block-paragraph\">These are the metrics that do reflect what your audience does:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Clicks:<\/strong> someone has read the email and decided to act.<\/li>\n\n\n<li><strong>Conversions:<\/strong> purchases, sign-ups or downloads that come from the email.<\/li>\n\n\n<li><strong>Unsubscribes and spam complaints:<\/strong> they warn you when a send doesn&#8217;t go down well.<\/li>\n\n\n<li><strong>Bounces:<\/strong> they tell you whether your list is clean.<\/li>\n<\/ul>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Measure the clicks, bounces and unsubscribes of every campaign<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Mailrelay&#8217;s reports show you what works on your list, without relying on other people&#8217;s averages.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&#038;utm_campaign=estadisticas-email-marketing\">Create a free account<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Gmail, Yahoo and Outlook rules in numbers<\/h2>\n\n<p class=\"wp-block-paragraph\">Some of the most useful email marketing statistics aren&#8217;t surveys, but rules.<\/p>\n\n<p class=\"wp-block-paragraph\">Since February 2024, Gmail and Yahoo have set extra requirements for senders who send many emails a day to their users.<\/p>\n\n<p class=\"wp-block-paragraph\">Microsoft did the same for Outlook.com and Hotmail from May 5, 2025.<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Requirement<\/th><th>Gmail<\/th><th>Yahoo<\/th><th>Outlook.com<\/th><\/tr><\/thead><tbody><tr><td>Sending threshold<\/td><td>More than 5,000 a day<\/td><td>High volume (no published figure)<\/td><td>More than 5,000 a day<\/td><\/tr><tr><td>Authentication<\/td><td>SPF, DKIM and DMARC<\/td><td>SPF, DKIM and DMARC<\/td><td>SPF, DKIM and aligned DMARC<\/td><\/tr><tr><td>Spam rate<\/td><td>Below 0.3% (ideally below 0.1%)<\/td><td>Below 0.3%<\/td><td>No published figure<\/td><\/tr><tr><td>One-click unsubscribe<\/td><td>Mandatory in marketing emails<\/td><td>Mandatory<\/td><td>Recommended<\/td><\/tr><tr><td>Deadline to process an unsubscribe<\/td><td>2 days<\/td><td>2 days<\/td><td>No published figure<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/support.google.com\/a\/answer\/81126?hl=es\">Gmail&#8217;s sender guidelines<\/a> add a warning: since November 2025, emails that don&#8217;t comply face delays and temporary or permanent rejections.<\/p>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/techcommunity.microsoft.com\/blog\/outlook\/strengthening-email-security-outlook-new-requirements-for-high-volume-senders\/4399730\">Microsoft<\/a> also rejects messages that fail authentication, with error 550 5.7.515.<\/p>\n\n<p class=\"wp-block-paragraph\">If you want the details of each requirement, you&#8217;ll find them in <a href=\"https:\/\/mailrelay.com\/en\/blog\/2025\/05\/03\/how-to-meet-outlook-gmail-and-yahoo-requirements-to-keep-your-emails-out-of-spam\/\">what Outlook, Gmail and Yahoo require to keep your emails out of spam<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">For the technical side, check how to <a href=\"https:\/\/mailrelay.com\/en\/blog\/2019\/03\/22\/mailrelay-v3-configuring-spf-custom-domain-and-dkim\/\">set up SPF, DKIM and DMARC with your domain<\/a>. You can monitor your spam rate in <a href=\"https:\/\/mailrelay.com\/en\/glossary\/google-postmaster-tools\/\">Google Postmaster Tools<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\">How to calculate your own email marketing statistics<\/h2>\n\n<p class=\"wp-block-paragraph\">No general average will tell you whether your last campaign was good. The email marketing statistics that really help you are your own.<\/p>\n\n<p class=\"wp-block-paragraph\">For that you need your own numbers, always calculated the same way.<\/p>\n\n<p class=\"wp-block-paragraph\">These are the basic formulas:<\/p>\n\n<figure class=\"wp-block-table\"><table class=\"has-fixed-layout\"><thead><tr><th>Metric<\/th><th>How it&#8217;s calculated<\/th><th>What it tells you<\/th><\/tr><\/thead><tbody><tr><td>Delivery rate<\/td><td>Delivered emails \u00f7 sent emails \u00d7 100<\/td><td>Whether your list and your domain are healthy<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/bounce-rates\/\">Bounce rate<\/a><\/td><td>Bounced emails \u00f7 sent emails \u00d7 100<\/td><td>How many addresses fail<\/td><\/tr><tr><td>Open rate<\/td><td>Unique opens \u00f7 delivered emails \u00d7 100<\/td><td>A rough indicator, because of Apple&#8217;s privacy feature<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/ctr-click-through-rate\/\">Click-through rate (CTR)<\/a><\/td><td>Unique clicks \u00f7 delivered emails \u00d7 100<\/td><td>How many people take action<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/ctor\/\">CTOR<\/a><\/td><td>Unique clicks \u00f7 unique opens \u00d7 100<\/td><td>Whether the content convinces those who open<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/unsubscribe-rate\/\">Unsubscribe rate<\/a><\/td><td>Unsubscribes \u00f7 delivered emails \u00d7 100<\/td><td>Whether your sends are tiring people or don&#8217;t fit<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/spam-rate-in-email-marketing\/\">Spam rate<\/a><\/td><td>Spam complaints \u00f7 delivered emails \u00d7 100<\/td><td>The figure Gmail and Yahoo watch most closely<\/td><\/tr><tr><td><a href=\"https:\/\/mailrelay.com\/en\/glossary\/conversion-rate\/\">Conversion rate<\/a><\/td><td>Conversions \u00f7 unique clicks \u00d7 100<\/td><td>Whether the email brings business results<\/td><\/tr><\/tbody><\/table><\/figure>\n\n<figure class=\"wp-block-image size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"1536\" height=\"864\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-como-calcular-metricas.jpg\" alt=\"Infographic with the formulas for delivery rate, bounce rate, click rate, unsubscribe rate, spam rate and conversion rate in email marketing\" class=\"wp-image-112305\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-como-calcular-metricas.jpg 1536w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-como-calcular-metricas-300x169.jpg 300w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-como-calcular-metricas-1024x576.jpg 1024w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-como-calcular-metricas-768x432.jpg 768w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-como-calcular-metricas-110x62.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/11\/estadisticas-email-marketing-como-calcular-metricas-60x34.jpg 60w\" sizes=\"auto, (max-width: 1536px) 100vw, 1536px\" \/><\/figure>\n\n<p class=\"wp-block-paragraph\">Here&#8217;s an example with round numbers. You send 10,000 emails, 150 bounce and 9,850 are delivered.<\/p>\n\n<p class=\"wp-block-paragraph\">If 400 people click, your click-through rate is 4.06%.<\/p>\n\n<p class=\"wp-block-paragraph\">If 20 of them buy, your conversion rate is 5%.<\/p>\n\n<p class=\"wp-block-paragraph\">With 15 unsubscribes, your unsubscribe rate is 0.15%.<\/p>\n\n<p class=\"wp-block-paragraph\">And with 3 spam complaints, your spam rate is 0.03%, well below Gmail&#8217;s 0.3% limit.<\/p>\n\n<h3 class=\"wp-block-heading\">How to calculate email marketing ROI<\/h3>\n\n<p class=\"wp-block-paragraph\"><a href=\"https:\/\/mailrelay.com\/en\/glossary\/roi-return-on-investment\/\">ROI<\/a> measures what you earn compared with what you spend:<\/p>\n\n<p class=\"wp-block-paragraph\">ROI = (revenue attributed to email \u2212 email cost) \u00f7 email cost \u00d7 100<\/p>\n\n<p class=\"wp-block-paragraph\">In the cost, include the tool, your team&#8217;s time and the design.<\/p>\n\n<p class=\"wp-block-paragraph\">In the revenue, include only the sales you can attribute to email, for example with links tagged with UTM parameters.<\/p>\n\n<p class=\"wp-block-paragraph\">In 2019, the DMA estimated a return of just over \u00a342 for every \u00a31 invested in the UK.<\/p>\n\n<p class=\"wp-block-paragraph\">It was an average reported by the marketers themselves. Take it as a reference, not a promise.<\/p>\n\n<p class=\"wp-block-paragraph\">You&#8217;ll only know your real ROI by measuring it with your own campaigns.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Your own statistics, from the very first send<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Create your free account and compare each campaign with the previous ones.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&#038;utm_campaign=estadisticas-email-marketing\">Try Mailrelay for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<h2 class=\"wp-block-heading\">Be careful with average open and click rates by industry<\/h2>\n\n<p class=\"wp-block-paragraph\">You&#8217;ve surely seen tables with the average open rate for each industry. You may even have compared yourself with them.<\/p>\n\n<p class=\"wp-block-paragraph\">Before you do, think about three things:<\/p>\n\n<ul class=\"wp-block-list\">\n<li><strong>Who publishes them.<\/strong>  They&#8217;re almost always sending platforms that calculate the average from their own customers.<\/li>\n\n\n<li><strong>How they count opens.<\/strong>  Some exclude Apple&#8217;s automatic opens and others don&#8217;t, and the difference can be huge.<\/li>\n\n\n<li><strong>What lists are behind them.<\/strong>  A customer list built with double opt-in is nothing like a freshly imported list.<\/li>\n<\/ul>\n\n<p class=\"wp-block-paragraph\">That&#8217;s why we don&#8217;t include industry averages in these email marketing statistics.<\/p>\n\n<p class=\"wp-block-paragraph\">The comparison that does work is with yourself. This month&#8217;s campaign against the previous ones, with the same list and the same way of measuring.<\/p>\n\n<p class=\"wp-block-paragraph\">In Mailrelay you can see this data for every send.<\/p>\n\n<p class=\"wp-block-paragraph\">We explain it in <a href=\"https:\/\/mailrelay.com\/en\/blog\/2019\/09\/11\/mailrelay-v3-advanced-statistics-for-your-newsletters\/\">what each sending statistics report measures<\/a> and in <a href=\"https:\/\/mailrelay.com\/en\/blog\/2026\/08\/21\/real-time-email-statistics-discover-save-improve\/\">real-time mailing statistics<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\">How to use these statistics to improve your campaigns<\/h2>\n\n<p class=\"wp-block-paragraph\">With the general data and your own, you can work like this:<\/p>\n\n<ol class=\"wp-block-list\">\n<li><strong>Choose your main metrics.<\/strong>  For most businesses, clicks, conversions, unsubscribes and spam complaints.<\/li>\n\n\n<li><strong>Set your baseline.<\/strong>  Calculate the average of your last five or ten campaigns.<\/li>\n\n\n<li><strong>Change one thing at a time.<\/strong>  The subject line, the send time or the design. That way you&#8217;ll know what moved the result.<\/li>\n\n\n<li><strong>Look after your list.<\/strong>  Remove addresses that bounce and use double opt-in to keep your spam rate low.<\/li>\n\n\n<li><strong>Check the Gmail, Yahoo and Outlook requirements.<\/strong>  Authentication, one-click unsubscribe and a spam rate below 0.3%.<\/li>\n<\/ol>\n\n<p class=\"wp-block-paragraph\">If you need ideas to test, start with the <a href=\"https:\/\/mailrelay.com\/en\/blog\/2018\/09\/04\/20-unique-and-impactful-subject-lines-for-boosting-your-open-rates\/\">subject lines that work best<\/a> and the <a href=\"https:\/\/mailrelay.com\/en\/blog\/2026\/03\/17\/what-is-the-best-time-of-the-day-to-send-newsletters\/\">best time to send your emails<\/a>.<\/p>\n\n<p class=\"wp-block-paragraph\">And if you&#8217;re just starting out, there&#8217;s a complete guide on <a href=\"https:\/\/mailrelay.com\/en\/blog\/2022\/09\/18\/what-is-email-marketing\/\">what email marketing is and how to get results<\/a>.<\/p>\n\n<h2 class=\"wp-block-heading\">Frequently asked questions about email marketing statistics<\/h2>\n\n<p class=\"wp-block-paragraph\">These are the most common questions about email figures.<\/p>\n\n<h3 class=\"wp-block-heading\">What is a good open rate in email marketing?<\/h3>\n\n<p class=\"wp-block-paragraph\">There&#8217;s no single figure that works for everyone. Apple Mail&#8217;s privacy feature inflates opens, and every tool counts them in its own way.<\/p>\n\n<p class=\"wp-block-paragraph\">Compare your rate with that of your previous campaigns and pay more attention to clicks.<\/p>\n\n<h3 class=\"wp-block-heading\">How many people use email worldwide?<\/h3>\n\n<p class=\"wp-block-paragraph\">According to Radicati Group, about 4.594 billion people in 2025 and about 4.73 billion in 2026.<\/p>\n\n<p class=\"wp-block-paragraph\">It forecasts close to 4.97 billion by 2028.<\/p>\n\n<h3 class=\"wp-block-heading\">How many Spaniards use email?<\/h3>\n\n<p class=\"wp-block-paragraph\">According to the INE, 89.1% of internet users aged 16 to 74 sent or received emails in 2025.<\/p>\n\n<p class=\"wp-block-paragraph\">And 96.3% of people in that age group used the internet in the last three months.<\/p>\n\n<h3 class=\"wp-block-heading\">What spam rate do Gmail and Yahoo accept?<\/h3>\n\n<p class=\"wp-block-paragraph\">Both require the spam complaint rate to stay below 0.3%. Gmail recommends staying below 0.1%.<\/p>\n\n<h3 class=\"wp-block-heading\">How often should you check your email marketing statistics?<\/h3>\n\n<p class=\"wp-block-paragraph\">Check each campaign 24 to 72 hours after sending, when most of the clicks have come in.<\/p>\n\n<p class=\"wp-block-paragraph\">Once a month, compare your averages with those of previous months.<\/p>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<p class=\"wp-block-paragraph\"><strong>Start measuring your campaigns today<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\">Create your free account and send up to 80,000 emails a month, with reports for every send.<\/p>\n\n\n\n<div class=\"wp-block-buttons is-layout-flex wp-block-buttons-is-layout-flex\">\n<div class=\"wp-block-button is-style-mailrelay-primary-button\"><a class=\"wp-block-button__link wp-element-button\" href=\"https:\/\/mailrelay.com\/en\/signup\/?utm_medium=cta&#038;utm_campaign=estadisticas-email-marketing\">Start for free<\/a><\/div>\n<\/div>\n<\/div><\/div>\n\n<div style=\"height:32px\" aria-hidden=\"true\" class=\"wp-block-spacer\"><\/div>\n\n<div class=\"wp-block-group has-very-light-gray-background-color has-background\" style=\"border-radius:8px;padding-top:24px;padding-right:28px;padding-bottom:24px;padding-left:28px\"><div class=\"wp-block-group__inner-container is-layout-flow wp-block-group-is-layout-flow\">\n<div class=\"wp-block-columns are-vertically-aligned-center is-not-stacked-on-mobile is-layout-flex wp-container-core-columns-is-layout-5dc627e1 wp-block-columns-is-layout-flex\" style=\"margin-top:0;margin-bottom:0\">\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\" style=\"flex-basis:112px\">\n<figure class=\"wp-block-image size-full is-resized is-style-rounded\" style=\"margin-top:0;margin-bottom:0\"><a href=\"https:\/\/mailrelay.com\/en\/blog\/author\/jose\/\"><img loading=\"lazy\" decoding=\"async\" width=\"176\" height=\"176\" src=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay.jpg\" alt=\"Jose Argudo, CMO at Mailrelay\" class=\"wp-image-97284\" style=\"width:96px;height:96px\" srcset=\"https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay.jpg 176w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-150x150.jpg 150w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-110x110.jpg 110w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-60x60.jpg 60w, https:\/\/mailrelay.com\/wp-content\/uploads\/2026\/10\/jose-argudo-cmo-mailrelay-120x120.jpg 120w\" sizes=\"auto, (max-width: 176px) 100vw, 176px\" \/><\/a><\/figure>\n<\/div>\n\n\n\n<div class=\"wp-block-column is-vertically-aligned-center is-layout-flow wp-block-column-is-layout-flow\">\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:4px\"><strong>Jose Argudo<\/strong><\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:4px\">CMO at Mailrelay. Writes about email marketing, copywriting and conversion for SMEs and entrepreneurs.<\/p>\n\n\n\n<p class=\"wp-block-paragraph\" style=\"margin-top:0;margin-bottom:0\"><a href=\"https:\/\/mailrelay.com\/en\/blog\/author\/jose\/\">More articles by Jose<\/a> \u00b7 <a href=\"https:\/\/www.linkedin.com\/in\/joseargudo\" target=\"_blank\" rel=\"noreferrer noopener\">LinkedIn<\/a><\/p>\n<\/div>\n<\/div>\n<\/div><\/div>\n","protected":false},"excerpt":{"rendered":"<p>How many people use email, what they expect from brands and how to measure your campaigns without relying on averages that aren&#8217;t yours<\/p>\n","protected":false},"author":124,"featured_media":58092,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_uag_custom_page_level_css":"","footnotes":""},"categories":[562,866],"tags":[],"class_list":["post-58090","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-2","category-legal-statistics-and-miscellaneous"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v28.7 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email marketing statistics 2026: reliable data and how to measure it<\/title>\n<meta name=\"description\" content=\"Email marketing statistics from neutral sources (INE, Eurostat, Radicati, DMA), Gmail, Yahoo and Outlook rules, and how to calculate your own metrics.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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