Email Marketing Benchmarks
Quarterly benchmarks computed from the marketing emails real brands actually send: subject lines, send timing, seasonal moments, design patterns, and sending platforms. No surveys, no self-reporting, just the archive.
The Q2 story
4%
weekend send gap, down from 19% a year ago
The quiet weekend is gone: Saturday and Sunday now land within 4% of Friday, the week’s busiest send day.
79,235
Emails analyzed
4,346
Brands represented
35.7
Avg subject length
25.3%
Subjects with emoji
44.2%
Brands sending weekly+
51.3%
Traceable sends via Klaviyo
+24.8%
Archive growth, year over year
12.4%
Subjects using "!"
Inside the report
Eight sections, every number computed from the archive
01Send timingThe quiet weekend has vanished; Saturday and Sunday now send almost as hard as Friday.4% weekend gapRead →02Subject linesLines got shorter and leaned off the exclamation point.35.7 avg charactersRead →03Volume & cadenceThe archive grew, but brands tracked in both quarters actually sent less.44.2% send weekly+Read →04Sending platformsKlaviyo keeps extending its lead over every other ESP.51.3% via KlaviyoRead →05IndustriesEmoji and discount habits split hard from one category to the next.5.8–44.8% emojiRead →06Reader favoritesWhat 65,325 marketers actually opened and studied in the archive.Demand-side dataRead →07Design & contentGIF usage, layout anatomy, and the slow creep of dark mode.Design patternsRead →08SeasonalWhere the calendar bends the send curve across the quarter.91-day heatmapRead →
How it is built
Computed, not surveyed
From real sends
Every figure comes from emails brands actually sent to their lists. No surveys, no self-reported numbers.
The whole archive
394,908 emails from 8,198 brands, refreshed the first week after each quarter closes.
Citable with attribution
Each edition stays online as the canonical record for its quarter, with per-section links and a copy-ready citation.
Design emails like the best brands.
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