You put effort into email marketing, but most of it never gets read. This chart shows what people actually engage with once your email hits their inbox.

Essential Statistics

• 69% of emails get ignored.
• 12% are skimmed.
• 11% are acted on.
• 8% are saved for later.

Key Takeaways

• The majority of emails are ignored.
• A small percentage drives action.
• Skimming and saving signal partial engagement.
• Inbox attention is limited so earn it fast.

Actionable Insights

• Lead with value in the subject line and first line of copy. Most users skim or delete, so front-load the good stuff.
• Use bold formatting and subheads to guide scanners. Even if they don’t read every word, you can still deliver your core message.
• Design emails with one clear action. Reducing choice increases the chance they’ll act instead of bounce.
• Use preview text strategically as your second headline. Make it reinforce your CTA or tease the benefit.
• Segment sends by engagement history. Loyal readers may be more willing to read longer content, while newer subscribers need fast value.
• Avoid image-only emails. Text is faster to scan and often renders better across devices.
• Re-engage the “ignored” segment with a separate sequence. Try different timing, tone, or offers to reclaim their attention.