C Evidence Grade C Use with Hedging Dated

32%

32% -- email open rate for average retail (2021)

Name: Email Open Rate Statistics
Creator: Lighthouse Intelligence
Published: 2026-08-19

2021 · Adobe

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Attribution: Adobe View source

Lighthouse Research Team

Last verified: 2026-09-01 · How we verify data →

Source verified Evidence graded

Value

32%

Unit

Percentage

Data Vintage

2021

Entity

average retail

Evidence Quality

Moderate quality evidence

Useful directional data with some methodological gaps. Treat as indicative rather than definitive -- corroborate before citing in formal research.

60/100 confidence

Score breakdown

Extraction

Source Trust

Citation Chain

Independence

Methodology

Freshness

Sources (2)

Adobe Primary Tier B

https://martechseries.com/mts-insights/guest-authors/email-marketing-isnt-over-but-its-not-what-it-u… ↗

Confidence: 72/100 Vintage: 2021 Channel: Deep Crawl

Source Article

Email Marketing Isn’t Over – But It’s Not What It Used To Be

How many times a day do you go into your email inbox and clear out all the spam? For many people, this is a frequent practice. In fact, the average consumer receives over 120 emails a day, and according to Data Prot, on average 85% of these emails are spam. Findings like these have sparked an ongoin…

Also cited by

Nerd Cow https://web.archive.org/web/20201204201813id_/https://nerdcow.co.uk/blog/lead-nu…

2026-09-01

Original Research

Adobe · Original study ↗

Segmentation

Industrymarketing

Cite this stat

Suggested hedging: According to limited, single-source data, based on claims without stated methodology, with unverified sample sizes...

Plain Text

average retail: 32% email open rate. Source: Adobe (2021). Via Lighthouse Intelligence -- https://lighthousedata.io/data/retail-email-open-rate

HTML Embed

<blockquote cite="https://lighthousedata.io/data/retail-email-open-rate" style="border-left:3px solid #2563eb;padding:12px 16px;margin:16px 0;font-family:system-ui,sans-serif;background:#f0f4ff;"><strong>32%</strong> -- email open rate for average retail<br><small>Source: Adobe (2021) · <a href="https://lighthousedata.io/data/retail-email-open-rate" target="_blank" rel="noopener">Lighthouse Intelligence</a></small></blockquote>

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