Email remains one of the most powerful communication tools in 2025, with 93% of people checking their inbox daily—and only 6% taking a break from email while on vacation. With billions of emails sent every day, businesses must understand user behaviour to craft impactful, engaging messages.
According to ZeroBounce’s Email Statistics Report for 2025, email habits reveal critical insights for marketers. For instance, 86% of respondents have at least three email addresses, helping them separate work, personal, and promotional messages.
In addition, 42% check their inbox three to five times daily, while a dedicated 19% open their inbox more than 20 times a day.
Why people check email
Email remains the go-to platform for both work and shopping. As many as 79% of people check their inboxes for work-related messages, while 41% actively seek brand discounts and promotions. Businesses that send timely, relevant offers can position themselves before ready-to-buy customers.
However, sending too many emails can backfire—43% of users unsubscribe due to excessive emails.
What makes emails stand out?
With inboxes crowded, 46% of people say they open emails from brands that consistently send relevant messages. Email length also plays a role—67% of respondents prefer short emails, though 28% say length doesn’t matter if the content is tailored to them.
Personalisation is key: if emails are generic or spam-like, 80% of people will mark them as spam. Furthermore, 55% report emails if they didn’t opt-in, and 47% do so if there’s no easy unsubscribe option.
Mobile and work preferences
Most users—64%—check email on mobile, reinforcing the importance of mobile-friendly design. Meanwhile, despite the rise of messaging apps like Slack and Skype, 60% of professionals still prefer email for work communication, valuing its security and ease of reference.
Key takeaways for marketers
To maximise email marketing success, businesses should keep emails short and relevant to drive engagement while maintaining a consistent but not excessive sending frequency to prevent unsubscribes.
Since most users check emails on their mobile devices, optimising for mobile viewing is crucial. Furthermore, personalisation is key—tailored content boosts open rates and reduces spam complaints, ensuring stronger customer connections.