{"id":29894,"date":"2026-02-26T12:34:51","date_gmt":"2026-02-26T11:34:51","guid":{"rendered":"https:\/\/acumbamail.com\/blog\/?p=29894"},"modified":"2026-02-26T12:34:52","modified_gmt":"2026-02-26T11:34:52","slug":"email-marketing-statistics","status":"publish","type":"post","link":"https:\/\/acumbamail.com\/blog\/en\/email-marketing-statistics\/","title":{"rendered":"Email Marketing and SMS Statistics in Spain 2025: Key Data and Industry Trends"},"content":{"rendered":"<p><strong>What is working in email marketing and SMS marketing in Spain?<\/strong> What are the average open and click rates in mass email campaigns? If you&#8217;re looking for email marketing data and statistics in Spain, this article offers you the most up-to-date analysis based on the <a href=\"https:\/\/acumbamail.com\/recursos\/ebooks\/estudio-email-marketing\/\">2025 Mass Email and SMS Marketing Study<\/a> by Acumbamail, with real usage data from 2024.<\/p><!-- wp: -->\n\n<!-- \/wp: --><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Email Marketing Data in Spain<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>To compile this report, we have gathered information on mass email sending from two main sources:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>Surveys of 120 Spanish companies<\/strong>, clients of Acumbamail, conducted in October 2024.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>Analysis of 55,332 active accounts<\/strong> on the platform during 2023 and 2024.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>Additionally, 50% of Acumbamail&#8217;s clients are located in Spain, ensuring a representative sample of the Spanish business fabric, especially among SMEs and micro-enterprises.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Evolution of Email and SMS Sending Volumes in Spain<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>According to the 2025 mass email and SMS marketing report, <strong>3.493 billion emails<\/strong> were sent in 2024, representing a <strong>4.94% increase<\/strong> compared to 2023. The months with the most activity were <strong>October, May, and November<\/strong>, concentrating <strong>27.5% of all sends<\/strong>.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Meanwhile, mass SMS also showed notable growth: in 2024, <strong>16.24% more<\/strong> text messages were sent compared to the previous year, with <strong>November, September, and October<\/strong> being the months with the most sends.<\/p><!-- wp: -->\n\n<!-- \/wp: -->\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1772\" height=\"964\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/03\/datos-sms-marketing.png\" alt=\"sms marketing data spain 2023 vs 2024\" class=\"wp-image-28877\" \/><\/figure>\n<!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Most Used Types of Email Campaigns<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>The star campaign type remains the <strong>newsletter<\/strong>, representing <strong>97.13% of all campaigns sent<\/strong> in 2024. Automations (2.24%) and A\/B tests (0.4%) continue to grow, although they still represent a minority.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>A surprise: the use of RSS-based campaigns has decreased, accounting for only 0.01% of sends.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Personalization: Still Room for Improvement<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>Despite the potential of personalization to enhance reader interaction with emails, only <strong>27.62% of campaigns<\/strong> used some type of personalization in the subject line or message body.<\/p><!-- wp: -->\n\n<!-- \/wp: -->\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1796\" height=\"624\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/03\/estadi\u0301sticas-de-email-marketing-en-espan\u0303a.png\" alt=\"email marketing statistics in spain personalization\" class=\"wp-image-28874\" \/><\/figure>\n<!-- wp: -->\n\n<!-- \/wp: --><p>This data suggests a great <strong>opportunity for improvement<\/strong>: including the subscriber&#8217;s name or other personalized references in your emails and SMS can make a difference in opens and, especially, in clicks.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Global Email Marketing Statistics in Spain<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>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:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>Open Rate<\/strong>: 31.73%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>CTR (Click-through rate)<\/strong>: 6.12%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>CTOR (Click-to-open rate)<\/strong>: 14.39%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>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.<\/p><!-- wp: -->\n\n<!-- \/wp: -->\n<figure class=\"wp-block-image size-full\"><img loading=\"lazy\" decoding=\"async\" width=\"1414\" height=\"1140\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/03\/datos-globales-email-marketing-espan\u0303a-2024.png\" alt=\"email marketing data spain\" class=\"wp-image-28878\" \/><\/figure>\n<!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Metrics by Sectors: Who is Doing Better?<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>Open Rate by Sectors<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>The sectors with the best open rates in 2024 were:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>NGOs<\/strong>: 56.61%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>Business and Finance<\/strong>: 43.77%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>Government Bodies<\/strong>: 38.73%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>On the other end, the sectors with the lowest open rates were <strong>ecommerce, electronics and technology, and education and employment.<\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>CTR by Sectors<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>Regarding the click rate, the sectors that achieved the best results were:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>NGOs<\/strong>: 10.41%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>Architecture and Real Estate<\/strong>: 9.41%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>Government Bodies<\/strong>: 9.33%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>However, the sectors with the worst results were electronics and technology, hospitality, and cultural or religious associations.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>CTOR by Sectors<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><p>The click-to-open rate, which represents the real interaction of people who opened the emails, was highest in:<\/p><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>Government Bodies<\/strong>: 19.51%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>Architecture and Real Estate<\/strong>: 18.38%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li><strong>NGOs<\/strong>: 14.44%<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><p>On the opposite end, the sectors with the worst CTOR were health and wellness, leisure and tourism, and cultural or religious associations.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Practical Tips to Improve Results<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>How can you improve your open rate?<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Use <strong>attractive and personalized subject lines<\/strong>.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Ensure good <strong>deliverability<\/strong> (avoid spamming).<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Regularly clean your list and send <strong>reactivation campaigns<\/strong>.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Ask your subscribers how often they want to receive your emails.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><h3 class=\"wp-block-heading\"><strong>And what can you do to improve your click rate?<\/strong><\/h3><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Be <strong>clear and concise<\/strong> in your message.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Highlight a single <strong>call-to-action<\/strong> in each communication.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Take care of UX design: pyramid structure, clearly visible buttons, etc.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Conduct A\/B tests.<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><ul class=\"wp-block-list\"><li>Promise in the call-to-action what is truly offered, for example, &#8220;Buy now&#8221; or &#8220;Direct download.&#8221;<\/li><\/ul><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Satisfaction Level with Email as a Marketing Channel and Prospects for 2025<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>According to the 2025 email marketing report, 68.4% of companies are <strong>very or quite satisfied<\/strong> with their email marketing results.<\/p><!-- wp: -->\n\n<!-- \/wp: -->\n<figure class=\"wp-block-image size-full is-resized\"><img loading=\"lazy\" decoding=\"async\" width=\"956\" height=\"1108\" src=\"https:\/\/acumbamail.com\/blog\/wp-content\/uploads\/2025\/03\/nivel-satisfaccio\u0301n-email-marketing.png\" alt=\"satisfaction level with email marketing in spain\" class=\"wp-image-28875\" style=\"width:505px;height:auto\" \/><\/figure>\n<!-- wp: -->\n\n<!-- \/wp: --><p>Additionally, <strong>85% of companies plan to maintain or increase<\/strong> their budget for this channel during this year, demonstrating clear confidence in its effectiveness and profitability.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>The data shows that email marketing in Spain is more alive than ever<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>This <strong>email marketing study in Spain<\/strong> shows us that, far from declining, the channel continues to grow both in volume and strategic relevance.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Despite this, the <strong>low level of personalization<\/strong> and limited use of automations and A\/B tests indicate that many companies still have room for improvement to optimize their campaigns.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p>Good practices, constant analysis, and smart segmentation will be key in 2025 to stand out in a channel that, although mature, remains highly profitable.<\/p><!-- wp: -->\n\n<!-- \/wp: --><h2 class=\"wp-block-heading\"><strong>Want to apply this data to your strategy?<\/strong><\/h2><!-- wp: -->\n\n<!-- \/wp: --><p>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.<\/p><!-- wp: -->\n\n<!-- \/wp: --><p><strong>Create your account now and send 2,000 emails per month for free forever.<\/strong><\/p><!-- wp: -->\n\n<!-- \/wp: --><p>\ud83d\udc49 <a href=\"https:\/\/acumbamail.com\/register\/\">Sign up for free here<\/a><\/p>","protected":false},"excerpt":{"rendered":"<p>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&#8217;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 [&hellip;]<\/p>\n","protected":false},"author":36,"featured_media":28871,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[2065],"tags":[],"class_list":["post-29894","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-email-marketing-first-steps"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.8 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Email Marketing Statistics and Data in Spain [2025 Report]<\/title>\n<meta name=\"description\" content=\"If you&#039;re looking for email marketing statistics in Spain, here you&#039;ll find an analysis based on the 2025 Mass Email and SMS Marketing Study.\" \/>\n<meta name=\"robots\" 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