Last Updated: 03 Jan 2026
In 2025, algorithms change faster than trends on X (formerly Twitter).
But there’s one thing that hasn’t changed — the power of owning your audience.
Your email list is the only traffic source you truly control. No platform limits. No unpredictable reach drops. Just a direct line between you and the people who actually care about what you do.
And here’s the kicker — email marketing still delivers the highest ROI of any marketing channel. But don’t just take my word for it.
The data says it all.
Let’s dive into the latest email list building statistics that prove why growing your list is still one of the smartest moves you can make in 2025.
How We Collected These Email List Building Stats
At Mailotrix, we carefully curated these email list building statistics from trusted and verified industry sources such as HubSpot, Statista, Campaign Monitor, GetResponse, Bluecore, and WebFX, along with the latest 2023–2025 reports and research studies.
Every stat included here was selected based on:
✅ Credibility — We only use data from reputable, verifiable sources.
✅ Relevance — Each stat directly supports email marketers, business owners, and creators who want to grow their lists.
✅ Recency — We focus on the latest available data to reflect current trends and results.
All statistics were cross-verified across multiple sources to ensure accuracy and consistency.
This page is regularly updated to keep the information fresh and relevant for marketers like you.
General Email Marketing Statistics
1. Total Number of Global Email Users (2025 Update)
Email users reached 4.6B in 2025 (projected 4.9B by 2027) (Shopify)
Email is still one of the most powerful ways to connect with people — and it’s only growing.
In 2025, there are around 4.6 billion people using email worldwide. That’s about 600 million more users than in 2020! To give you an idea, that’s more than half of the world’s population. 
And this number will keep rising. By 2027, experts say there will be almost 4.9 billion email users around the globe. So even with all the new social media platforms and AI chat tools, email is still a major part of everyday communication. (Shopify)
2. Average Number of Emails Sent per Day (Worldwide)
- 376.4 billion emails are sent daily in 2025 (up from 361.6B in 2024; projected 408B by 2027) (ZeroBounce)
- 39% of people check email 3–5 times/day
- 27% check email 10–20 times/day
- 22% check email 20+ times/day
With billions of people using email, it’s no surprise that our inboxes are always full.
In 2024, people around the world sent and received about 361.6 billion emails every day. That number is grow to 376.4 billion in 2025, and to reach over 408 billion daily emails by 2027
And here’s something interesting — people check their emails a lot:
39% check their email 3–5 times a day
27% check it 10–20 times a day
22% check it more than 20 times a day
Only 8.5% check once a day
And just 3.5% don’t check daily at all
This shows that email is still part of people’s daily routine. If you’re trying to grow your email list, you’re not shouting into the void — your audience really is out there, checking their inboxes multiple times a day
3. Average ROI of Email Marketing
- Email marketing ROI averages $36–$42 per $1 spent (Mailerlite)
- Top performers earn up to $68 per $1 spent (Omnisend)
- Email is 40× more effective than social media for customer acquisition (Mediapost)
If you’ve ever wondered whether email marketing is worth your time, the numbers make it clear — it absolutely is.
On average, businesses earn about $36 for every $1 spent on email marketing. Some reports even show returns as high as $42 for each dollar invested.
And that’s just the average.
Top-performing companies are seeing much better results — some make up to $68 for every $1 spent. That’s almost double what most marketers get!
What’s even more impressive is how email compares to other marketing channels.Studies show that email is around 40 times more effective than social media when it comes to getting new customers. It also beats paid ads in terms of return on investment.
So if you’re choosing where to focus your marketing energy in 2025, these numbers make the choice easy — email marketing still gives the best bang for your buck.
4. How Many Marketers Rely on Email as Their Main Channel
- 41% of marketers say email is their most effective channel (Instantly.ai)
- 81% of marketing leaders consider email essential for business success (Snov.io)
- 79% rank email in their top 3 most effective channels
- 81% of B2B marketers use email newsletters as a primary content format (Omnisend)
- 31% of B2B marketers say email is their top revenue driver
Email isn’t just another marketing tool — it’s the one most marketers trust the most.
In recent reports, 41% of marketing professionals said that email is their most effective marketing channel, beating both social media and paid search, which tied for second place at only 16% each.
Even more impressive, 81% of marketing leaders believe email marketing is essential to their company’s success, and 79% list it among their top three most effective channels.
When it comes to B2B marketing, email completely dominates.
About 81% of B2B marketers use email newsletters as their main content marketing format, and for many, it’s also their top revenue driver — around 31% say email is their biggest source of sales.
Simply put, whether you’re marketing to consumers or other businesses, email remains at the heart of most successful marketing strategies.
5. Small Businesses and Email Marketing
- 64% of small businesses use email marketing in their strategy (Social Firm)
- Email is the #1 channel for customer acquisition (81%) and retention (80%) for SMBs (Oberlo)
- 66.7% of small businesses use third-party email marketing tools
- 24% of small businesses still don’t use email at all
Email isn’t just for big brands with huge budgets — small businesses are using it too, and getting strong results.
A recent 2025 report shows that 64% of small businesses include email marketing in their overall strategy.
For small and mid-sized businesses (SMBs), email is actually the #1 channel for both getting new customers (81%) and keeping existing ones (80%).
Most small businesses also rely on tools to make email easier. About two-thirds (66.7%) use a third-party email marketing platform to send and manage their campaigns.
However, 24% of small businesses still don’t use email marketing at all — which means a huge missed opportunity.
In short, for small business owners who want to grow without spending big on ads, email marketing is one of the smartest and most affordable ways to do it.
Email List Building Statistics
6. Percentage of Marketers Prioritizing Email List Growth
- 53% of small businesses rely on email marketing to acquire & retain customers (Constant Contact)
- 87% of marketing leaders say email is critical to overall business success (HubSpot)
Email list growth isn’t just a nice-to-have anymore — it’s a key part of how most businesses grow.
According to a 2024 report, 53% of small business owners across the U.S., U.K., Canada, and Australia said that email marketing is their most common strategy for getting and keeping customers.
And it’s not just small businesses who see its value.
A 2025 HubSpot report found that 87% of marketing leaders believe email marketing is critical to their company’s overall success. This shows how important building and nurturing a subscriber list has become — it’s the foundation of long-term growth.
In short, whether you’re running a small business or managing a large marketing team, one thing is clear: growing your email list is still one of the smartest investments you can make.
7. Average Email List Growth Rate
Growing your email list isn’t just about adding new subscribers — it’s about growing faster than people leave.
- Healthy email lists grow 1–3% per month on average ( Campaign Monitor)
- High-growth brands see 6–10% monthly list growth (Retainful)
- Email lists naturally lose 25–30% of subscribers every year (churn)
- Chatbot Increased High-Quality Leads: 55% of companies that use chatbots for marketing purposes report an increase in high-quality leads. (Source)
On average, a healthy email list grows by about 1–3% each month. That might seem small, but over a year, steady growth really adds up.
Some businesses that use more aggressive marketing strategies — like frequent lead magnets, pop-ups, or campaigns — can see monthly growth rates of 6–10%.
It’s important to remember that email lists naturally shrink over time. Most lists experience a 25–30% churn rate each year, meaning subscribers unsubscribe or become inactive. To keep your list growing, you need to bring in new subscribers faster than people leave.
Growth expectations also depend on your business size and list age.
A new business with a small list can see strong results with modest, steady growth.
A large company with thousands of subscribers might need hundreds or even thousands of new subscribers each month just to make noticeable progress.
In short: consistent growth, even if small, is better than spikes followed by losses. Focus on attracting quality subscribers who actually engage — that’s the real key to a healthy email list.
8. Top Lead Magnet Types That Grow Your Email List
- Quizzes convert at 31.6% on average (often 30–50%) (Interact)
- Webinars convert 55% of attendees into leads (GUDSHO)
- 73% of B2B marketers say webinars generate qualified leads ( Cvent Blog)
- Guidebooks can boost conversions by 37% (WebFX)
- Checklists convert at 27%; Cheat sheets at 34% (Designrr)
The right lead magnet can make a huge difference in getting people to join your email list. Here’s what works best in 2025:
1. Interactive Quizzes
Quizzes are surprisingly powerful. Some studies show they have an average lead capture rate of 31.6%, and some even reach 30–50%. That’s much higher than traditional PDF guides. People love quizzes because they’re fun and give instant results.
2. Webinars
Webinars attract high-quality leads. On average, 55% of attendees convert into subscribers or leads.
- 73% of B2B marketers say webinars help turn attendees into qualified leads.
51% of B2B buyers are willing to share personal info to register, and 48% say webinars are the most valuable content when making decisions. (Linkedin)
3. Guidebooks
Long-form guides or detailed content are still very effective. According to WebFX, one business saw a 37% increase in conversion by increasing the length of a single page
4. Checklists & Cheat Sheets
Short, practical resources are great for quick wins.
Checklists: 27% conversion rate (RemoteReps247)
Cheat sheets: 34% conversion rate
These work well because they give immediate value that people can use right away.
Key takeaway: The best lead magnets combine value and relevance. Quizzes, webinars, and guidebooks get attention, while checklists, cheat sheets, and whitepapers build trust and attract serious leads.
9. Conversion Rates of Opt-In Forms
Not all opt-in forms are created equal — how you display them makes a big difference in conversions. Here’s what the data says for 2025:
- On-click pop-ups convert at 22.65% (DiviFlash)
- Landing pages convert at 23% (top pages 30%+) (LanderLab.io)
- Centered (modal) pop-ups convert 4.68% — 13.3% higher than average pop-ups (Sleeknote)
- Modals beat slide-ins: 7.39% vs. 4.2%
- Exit-intent pop-ups convert up to 15% (avg ~7%) (DiviFlash)
- Inline/standard forms convert 1.28–2% (WPForms)
- Smart bars convert the lowest at ~0.5% (Omnisend)
Key takeaway: The more visible and engaging your form, the higher your conversions. Pop-ups and dedicated landing pages remain the strongest performers in 2025.
10. Double Opt-In vs. Single Opt-In
When collecting subscribers, choosing between single or double opt-in can affect both list quality and growth speed. Here’s how they compare based on 2024 data:
- Conversion rate: Single opt-in gets more sign-ups upfront — 1.28% vs. 0.33% for double opt-in. (GetResponse Blog)
- List growth: Single opt-in lists grow 20–30% faster because there’s no second step to confirm. However, about 61% of those new subscribers may never engage later. ( MailBluster)
- Drop-off rate: In double opt-in, around 20% of subscribers never verify their email, so they’re lost before joining the list. (Kit)
- Open rate: Double opt-in lists have stronger engagement — 35.72% average open rate compared to 27.36% for single opt-in. (SendPulse blog)
- Click-through rate (CTR): Double opt-in subscribers click more, with 4.19% CTR vs. 2.36% for single opt-in.
- Bounce rate: Double opt-in creates a cleaner list, with fewer fake emails — 1.72% bounce rate compared to 4.26% for single opt-in. (MailerLite)
Key takeaway:
Single opt-in grows your list faster, but double opt-in builds a more engaged and reliable audience — perfect for long-term email success.
11. Average Unsubscribe Rates After Signups
Unsubscribes are a normal part of email marketing — especially for new lists.
Higher drop-offs early: New subscribers often unsubscribe faster than older ones because they’re still deciding if they want to stay on your list. Some only signed up for the freebie or lead magnet. (Upland Software)
When it happens most: The biggest unsubscribe wave usually happens within the first year of joining.
Study insight: According to Bluecore, 77% of unsubscribers were non-buyers, (Bluecore)
47-day average unsubscribe window: For these non-buyers, the average time from subscribing to unsubscribing was just 47 days left just 47 days after joining. (Bluecore)
Key takeaway:
Don’t worry too much about early unsubscribes — it’s normal. Focus on sending helpful, relevant emails to keep your best subscribers engaged.
12. Mobile vs Desktop Signup Rates
Device type plays a big role in how well your email forms convert.
Desktop: Email sign-ups on desktop perform noticeably better, averaging 4.79% conversion rates. Landing pages built specifically for lead magnets often see much higher results — around 23% on average, with top performers crossing 30%. (Omnisend)
Mobile: On mobile devices, conversion rates are usually lower — about 2.45%. However, since most users browse the web on their phones, optimizing your mobile sign-up experience is essential. (Omnisend)
Key takeaway:
Even though desktop conversions are higher, your mobile audience can’t be ignored. A smooth, fast-loading, and easy-to-fill mobile form can make a huge difference in total sign-ups.
Segmentation, Personalization & Automation Stats
13. Segmented Lists Drive Higher Engagement
Email segmentation can completely change how your audience responds to your emails.
Higher open rates: Segmented emails get 14–46% higher open rates compared to non-segmented ones. In fact, a 2025 Mailchimp report found that welcome emails to segmented lists see an impressive 14.31% higher open rate compared to non-segmented ones.. ( Mailchimp)
Better click-through rates (CTR): Segmented campaigns often achieve 50–100% higher CTRs, and personalized CTAs can boost clicks by over 200%. (Campaign Monitor)
More revenue: Focused targeting pays off — some marketers report a 760% increase in email revenue from segmented campaigns. In some cases, 58% of total email revenue comes from segmented lists. (Campaign Monitor)
Lower unsubscribes: Sending relevant content reduces fatigue, cutting unsubscribe rates by up to 50%. (Litmus)
Improved retention: 64% of customers are willing to spend more when a brand personalizes their experience. This personalization is a direct result of segmentation and is a key driver of customer loyalty. (Rivo)
AI and automation: The use of AI is taking segmentation to the next level, using predictive analytics and real-time personalization to deliver the right message at the right time. Automated emails based on smart segmentation generate far higher revenue than standard one-off campaigns. (Salesforce)
Key takeaway:
Segmentation — powered by automation and AI — is one of the most effective ways to boost engagement, revenue, and customer loyalty from your email list.
14. Automated Welcome Emails Convert More
Automated welcome emails are one of the highest-performing types of emails you can send.
Higher conversions: compared to regular scheduled campaigns, automated emails had 52% higher open rates, 332% higher click rates, and a staggering 2,361% better conversion rate. (Omnisend)
Automation advantage: Automated welcome sequences convert 2.5× better than sending just a single, non-automated welcome email. (In-box)
More revenue: On average, automated welcome emails generate 320% more revenue per email than regular promotional messages. (Mailercloud)
Key takeaway:
A well-crafted, automated welcome series doesn’t just greet new subscribers — it can turn them into loyal customers right from the start.
Conclusion
These email list building statistics make one thing clear — email is far from dead. In fact, it’s stronger than ever.
From growing subscriber lists to automating welcome sequences and using AI for smarter segmentation, the numbers show how much opportunity still exists in email marketing.
If you use these insights wisely — focusing on steady list growth, better engagement, and personalization — your email list won’t just grow in size, it’ll grow in value.
In short: Let the stats guide your strategy, and your list will become one of your most powerful marketing assets.
