Supported by

It’s been about 18 months since we last shared numbers publicly, so here’s where Email Love stands at the halfway point of 2025.

Numbers from August 2024 to July 2025

• 1.2M pageviews (up 231% from last year)
• 239K unique visitors (up 164%)
• 290K total visits (up 154%)
• 4.31 pages per visit (up 30%)
• 3m 56s average session duration (up 28%)

The growth has been steady and consistent. More importantly, people are sticking around and actually browsing multiple pages, which tells us they’re finding what they need.

You can see all this data live at plausible.io/emaillove.com if you want to poke around.

Where people are coming from

• Direct: 122k visitors (bookmarks, typing URL directly)
• Google: 57.6k visitors
• Newsletter: 21k visitors (mostly from our own newsletter)
• Extension: 17.4k visitors (browser tools and plugins)
• LinkedIn: 7.5k visitors
• ChatGPT: 3.8k visitors

That last one is new and interesting. ChatGPT is now our 6th biggest traffic source.

What people ask AI that leads them to us

Looking at the entry pages from ChatGPT traffic, people are asking specific questions:

• Homepage gets most of the ChatGPT traffic (3.2k entrances) – general “best email marketing resources” type queries
• Figma Plugin page (68 entrances) – “how to design emails in Figma” questions
• Brand breakdowns (Starbucks: 19, Nike: 14, Apple, Patagonia, Aesop) – people asking for real examples from specific companies
• Tactical guides like “how to build beautiful emails in minutes with Figma” – workflow questions

So people ask ChatGPT general questions about email marketing or specific brands, and it points them to our content. That’s algorithmic validation that what we’re curating is actually useful.

A few things we’ve learned this year

Scaling our website is expensive and harder than expected.
Earlier this year, we rebuilt how our website works. We now receive emails from over 5,000 brands, automatically ingest them into AWS, screenshot them, and upload them as new posts in WordPress. We’ve added around 140K posts so far, but we’re quickly running out of storage space. We’ve had to completely rebuild our image storage system, and the AWS bills are getting painful. Despite all this effort, we’ve still had some downtime. Turns out scaling a visual content site to this level isn’t straightforward.

If you build it, they won’t necessarily come.
We spent months building Email Love Pro, and ChatGPT confidently told me to expect hundreds of customers in the first few months. The reality has been very different. I still believe Email Love Pro will be successful, but converting 2-3% of existing traffic isn’t as automatic as I thought. We need to nail down the exact ideal customer profile before we can figure out the right go-to-market approach.

AI’s impact on our traffic is complicated.
It’s hard to measure how much traffic AI might be taking from us versus how much it’s sending our way. My guess is we’ll benefit more than we lose. Our site is highly visual – unless AI starts displaying actual email screenshots from Email Love directly in chat responses, people will likely keep clicking through to see the full examples. The 3.8k monthly visitors from ChatGPT suggest this is already happening.

What we’re working on next

Doubling down on curation in an AI world.
While we’re automatically ingesting thousands of emails, handpicking the best ones for our homepage and social channels remains our biggest differentiator. AI can’t replicate 15+ years of knowing what actually works versus what just looks pretty. The depth is there now too – want to see every email from a specific brand? We’ve got that covered.

Making our infrastructure bulletproof.
With 140K posts added this year and climbing, we need our systems to work flawlessly. That means cron jobs running on time, zero downtime, fast load speeds, and figuring out how to scale massive amounts of visual content without breaking the bank on AWS bills. My development team assures me this is already their top priority.

Expanding our customer journey coverage.
Our journeys are popular because we do something others don’t – we actually purchase products to capture the complete email experience. You see the welcome email, the cart abandonment sequence, the post-purchase follow-up, all from real customer interactions. We’re adding 2-3 new journeys monthly to build the most comprehensive library of end-to-end email experiences.

Using AI to enhance, not replace, what we do.
We plan to run our massive content library through AI to improve categorization and tagging. Eventually, this could power an AI that answers email marketing questions based on our curated examples. The goal isn’t to replace human expertise but to make our content more discoverable and useful.

Finding Email Love Pro’s true market.
The product itself works and people love the free version – expert interviews, trends, insights, community – but we need to nail the ideal customer profile for the paid version. Converting general website traffic isn’t as straightforward as we expected. We’re focusing on email marketers who specifically value strategic guidance over basic inspiration.

That’s a wrap on our mid-year update. Thanks to everyone who visits Email Love regularly and finds it useful in your work. Whether you’re bookmarking examples, sharing them with your team, or just browsing for inspiration – we appreciate you being part of this.

Much love,
Andy

Email: [email protected]
Twitter: @emaillove