Email marketing is experiencing a resurgence as consumers tire of SMS marketing overload. Open rates and click-through rates have improved significantly over the past year as brands refine their email strategies.
Average email open rates reached 23.5% in Q4 2025, up from 19.8% a year earlier. Personalization and AI-driven content optimization are credited with the improvement.
Klaviyo, a leading email marketing platform, reported that its customers are seeing 40% higher conversion rates from email compared to SMS. The company's AI-powered subject line optimization has boosted open rates by an average of 15%.
"SMS was overhyped and subsequently overused," said email marketing expert David Park. "Consumers are fatigued by constant text messages. Email, when done well, provides more value and respects the customer relationship."
Interactive email features like AMP for Email are gaining adoption. Users can complete purchases, take surveys, and browse catalogs without leaving their inbox. This reduces friction and improves conversion rates.
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