Email Marketing and SMS Statistics in Spain 2025: Key Data and Industry Trends
Alicia Zunzunegui · 26 Feb, 2026 · Email Marketing: First Steps · 4 min
What is working in email marketing and SMS marketing in Spain? What are the average open and click rates in mass email campaigns? If you’re looking for email marketing data and statistics in Spain, this article offers you the most up-to-date analysis based on the 2025 Mass Email and SMS Marketing Study by Acumbamail, with real usage data from 2024.
Email Marketing Data in Spain
To compile this report, we have gathered information on mass email sending from two main sources:
- Surveys of 120 Spanish companies, clients of Acumbamail, conducted in October 2024.
- Analysis of 55,332 active accounts on the platform during 2023 and 2024.
Additionally, 50% of Acumbamail’s clients are located in Spain, ensuring a representative sample of the Spanish business fabric, especially among SMEs and micro-enterprises.
Evolution of Email and SMS Sending Volumes in Spain
According to the 2025 mass email and SMS marketing report, 3.493 billion emails were sent in 2024, representing a 4.94% increase compared to 2023. The months with the most activity were October, May, and November, concentrating 27.5% of all sends.
Meanwhile, mass SMS also showed notable growth: in 2024, 16.24% more text messages were sent compared to the previous year, with November, September, and October being the months with the most sends.
Most Used Types of Email Campaigns
The star campaign type remains the newsletter, representing 97.13% of all campaigns sent in 2024. Automations (2.24%) and A/B tests (0.4%) continue to grow, although they still represent a minority.
A surprise: the use of RSS-based campaigns has decreased, accounting for only 0.01% of sends.
Personalization: Still Room for Improvement
Despite the potential of personalization to enhance reader interaction with emails, only 27.62% of campaigns used some type of personalization in the subject line or message body.
This data suggests a great opportunity for improvement: including the subscriber’s name or other personalized references in your emails and SMS can make a difference in opens and, especially, in clicks.
Global Email Marketing Statistics in Spain
The average results for open rate and click rate in 2024 show solid performance, with figures clearly above the last study. The general averages across all sectors are as follows:
- Open Rate: 31.73%
- CTR (Click-through rate): 6.12%
- CTOR (Click-to-open rate): 14.39%
These figures suggest that Spanish companies continue to work and innovate to improve their email marketing results, seeking new ways to encourage opens and interaction with their emails.
Metrics by Sectors: Who is Doing Better?
Open Rate by Sectors
The sectors with the best open rates in 2024 were:
- NGOs: 56.61%
- Business and Finance: 43.77%
- Government Bodies: 38.73%
On the other end, the sectors with the lowest open rates were ecommerce, electronics and technology, and education and employment.
CTR by Sectors
Regarding the click rate, the sectors that achieved the best results were:
- NGOs: 10.41%
- Architecture and Real Estate: 9.41%
- Government Bodies: 9.33%
However, the sectors with the worst results were electronics and technology, hospitality, and cultural or religious associations.
CTOR by Sectors
The click-to-open rate, which represents the real interaction of people who opened the emails, was highest in:
- Government Bodies: 19.51%
- Architecture and Real Estate: 18.38%
- NGOs: 14.44%
On the opposite end, the sectors with the worst CTOR were health and wellness, leisure and tourism, and cultural or religious associations.
Practical Tips to Improve Results
How can you improve your open rate?
- Use attractive and personalized subject lines.
- Ensure good deliverability (avoid spamming).
- Regularly clean your list and send reactivation campaigns.
- Ask your subscribers how often they want to receive your emails.
And what can you do to improve your click rate?
- Be clear and concise in your message.
- Highlight a single call-to-action in each communication.
- Take care of UX design: pyramid structure, clearly visible buttons, etc.
- Conduct A/B tests.
- Promise in the call-to-action what is truly offered, for example, “Buy now” or “Direct download.”
Satisfaction Level with Email as a Marketing Channel and Prospects for 2025
According to the 2025 email marketing report, 68.4% of companies are very or quite satisfied with their email marketing results.
Additionally, 85% of companies plan to maintain or increase their budget for this channel during this year, demonstrating clear confidence in its effectiveness and profitability.
The data shows that email marketing in Spain is more alive than ever
This email marketing study in Spain shows us that, far from declining, the channel continues to grow both in volume and strategic relevance.
Despite this, the low level of personalization and limited use of automations and A/B tests indicate that many companies still have room for improvement to optimize their campaigns.
Good practices, constant analysis, and smart segmentation will be key in 2025 to stand out in a channel that, although mature, remains highly profitable.
Want to apply this data to your strategy?
At Acumbamail, we provide you with the necessary tools to get started. Begin sending email and SMS campaigns with automations, advanced segmentation, and real-time analytics.
Create your account now and send 2,000 emails per month for free forever.
