Research · Updated September 30, 2026
Email marketing statistics 2026
Sourced industry benchmarks next to Lumail's own measurements. Every number names its sample, its timeframe and where it came from, so you can quote it without losing what it means.
By Melvyn Malherbe, founder of lumail
Original research
What we measured on Lumail
#Aggregates from Lumail's production database for January 1 – June 30, 2026. No subscriber or customer is identifiable. Last computed September 30, 2026. How we measured
Tuesday
#Most common day to send a campaign
Tuesday carried 28% of the 297 campaigns sent on Lumail between January 1 and June 30, 2026, measured in each campaign's own timezone. The busiest send hour was 09:00–10:00 local time.
| Day | Share of campaigns | Campaigns |
|---|---|---|
| Mon | 16% | |
| Tue | 28% | |
| Wed | 12% | |
| Thu | 14% | |
| Fri | 15% | |
| Sat | 5.7% | |
| Sun | 8.1% |
Industry statistics
What the rest of the industry reports
#Each figure links to the original study, with its publication date and the period it measured. We quote the source's wording and do not re-round numbers.
ROI & revenue
$10–$36
For every $1 spent on email, 35% of marketing leaders surveyed by Litmus receive $10–$36 in return, 30% receive $36–$50 and 5% receive more than $50 (nearly 500 marketing professionals surveyed).
#Source: Litmus, The ROI of Email Marketing (State of Email 2025) · Published July 16, 2025 · Data: not stated
$2.87
Each automated email earned $2.87 per send on average, compared with $0.18 for scheduled campaigns, across 150,000 brands and 27 billion emails sent with Omnisend in 2025.
#Source: Omnisend, 2026 Ecommerce Marketing Report · Published undated · Data: 2025
Engagement benchmarks
43.46%
The average email open rate was 43.46% in 2025, up from 42.35% in 2024, and the average click rate was 2.09%, across more than 3.6 million MailerLite campaigns.
#Source: MailerLite, Email marketing benchmarks by industry and region for 2026 · Published December 3, 2025 · Data: 2025
0.22%
The average unsubscribe rate was 0.22% in 2025, more than double 2024's 0.08%, across more than 3.6 million MailerLite campaigns.
#Source: MailerLite, Email marketing benchmarks by industry and region for 2026 · Published December 3, 2025 · Data: 2025
35.63%
Across all Mailchimp users, campaigns sent to at least 1,000 subscribers averaged a 35.63% open rate, a 2.62% click rate and a 0.22% unsubscribe rate.
#Source: Mailchimp, Email Marketing Benchmarks and Metrics by Industry · Published December 2023 · Data: not stated (data last updated December 2023)
Tuesday
Tuesday had the highest open rate (31.27%) and click-to-sent rate (0.81%) of the week in Omnisend's analysis of about 26 billion emails.
#Source: Omnisend, The best time to send an email · Published May 4, 2026 · Data: not stated
Automation
83.63%
Welcome emails averaged an 83.63% open rate and a 16.60% click-through rate across more than 4.4 billion messages sent by GetResponse customers with at least 500 contacts in 2023.
#Source: GetResponse, Email Marketing Benchmarks & Statistics · Published undated (updated for 2024) · Data: 2023
Deliverability
0.3%
Google requires senders to Gmail accounts to keep the spam rate reported in Postmaster Tools below 0.3%, and recommends staying below 0.10%.
#Source: Google Workspace Admin Help, Email sender guidelines · Published undated · Data: requirements effective February 1, 2024
5,000/day
Senders of more than 5,000 messages a day to Gmail accounts must support one-click unsubscribe on marketing and subscribed messages, with a clearly visible unsubscribe link in the body.
#Source: Google Workspace Admin Help, Email sender guidelines · Published undated · Data: requirements effective February 1, 2024
2 days
Yahoo asks bulk senders to support one-click List-Unsubscribe, honor unsubscribes within 2 days and keep their spam rate below 0.3%.
#Source: Yahoo Sender Hub, Sender Best Practices · Published undated · Data: not stated
Audience & clients
4.4 billion
The number of email users worldwide topped 4.4 billion in 2024 and is expected to grow to more than 4.9 billion by the end of 2028.
#Source: The Radicati Group, Email Statistics Report 2024–2028 · Published December 2024 · Data: 2024–2028 (forecast)
Method
How we measured
#Every Lumail finding comes from one closed reporting period: January 1 – June 30, 2026, in UTC.
Time to first campaign
We took every workspace created in the period and found its first campaign with at least one email sent. The clock runs from workspace creation to the moment sending started. Workspaces that had not sent within 90 days of signup are counted in the denominator and reported separately, not dropped. Workflow emails and test sends are excluded. Campaigns sent before August 2026 only record when sending finished, so we use that moment for them.
Open and click rates
Campaigns sent in the period to 100 or more recipients. Each recipient counts once per campaign, however often they open or click. Opens include machine opens such as Apple Mail Privacy Protection, and clicks can include link scanners our bot filter did not catch, so read both as upper bounds. We report the median campaign, not the average, so a few very large sends cannot move the number.
Send day and hour
Every campaign with at least one email sent in the period, using the moment sending started, converted to the timezone set on the campaign. Campaigns with an unrecognised timezone are counted in UTC.
What is left out
Transactional email, workflow emails, deleted workspaces and campaigns, any finding with fewer than 10 sending workspaces, and any finding with fewer than 50 workspaces or campaigns behind it. Numbers are recomputed at most once a day.
Updates
Page history
#We review this page every quarter, replace outdated figures and re-check every source link.
September 30, 2026
First edition: 14 industry statistics from 8 publishers and Lumail's research for January to June 2026.
Citing this page
Link to the finding's own anchor (the # next to each number) and keep the sample and timeframe with the number. Suggested citation: Lumail, “Email marketing statistics 2026”, https://lumail.io/email-marketing-statistics
Measure your own list
Lumail shows unique opens, clicks and unsubscribes for every campaign. The free plan includes 3,000 emails a month, no card.