e-Mail marketing KPIs evolution in 2024

In 2024, e-mail marketing continued to be a vital channel for businesses worldwide, with key performance indicators (KPIs) reflecting both global trends and regional nuances.

Here are the global trends:

In 2024, the average click-through rate (CTR) for email marketing campaigns was approximately 1.86% across various industries. This represents a slight increase from 2023, where the average CTR was around 1.0%. (source)

The average open rate for email marketing campaigns was approximately 19.21% across various industries. This represents a slight increase from 2023, where the average open rate was around 18.0%. (source)

In 2024, the average unsubscribe rate for email marketing campaigns was approximately 0.15% across various industries. This represents a slight decrease from 2023, where the average unsubscribe rate was around 0.17%. (source)

Romania trends data:

In 2024, the average open rate for email marketing campaigns in Romania was approximately 41.31%. The click-through rate (CTR) averaged around 1.4%, consistent with global benchmarks. The unsubscribe rate stood at about 0.15%, reflecting a slight decrease from previous years. (source)

Looking at the trends from previous 4-5 years, we estimated a continuous improvement of the average KPIs for 2025 too.