Every day, hundreds of billions of emails flood our inboxes. It’s no wonder that brands struggle to make their mark. The problem is no longer sending a message: it’s about existing amidst this deluge. In France, each of us receives an average of over a hundred emails daily. Faced with this digital tidal wave, a question arises: can email marketing still reach its target? The answer is yes, but only if the rules of the game are reconsidered.
Number of Emails Received per Day: Key Figures and Meaning
According to Radicati’s Email Statistics Report 2021-2025, the total number of business and consumer emails sent and received per day is expected to reach over 376 billion by the end of 2025, compared to 361.6 billion in 2024.
The global volume of emails is continuously increasing. This growth indicates that this channel remains favored by both brands and users. However, it also raises a new challenge: the more messages there are, the harder it becomes to stand out from the crowd. The difference is no longer about the quality of offers, but the attention of the audience. This means that it’s no longer enough to just send; you must be chosen and read.
8.3 billion emails are sent daily in France. (independant.io)
Relating this figure to the French population (about 68 million) means more than 122 emails daily per person. Although usage varies widely (B2B, B2C, etc.), this figure illustrates the huge level of saturation of this channel in France.
Users are highly solicited, often excessively so. Opening an email is no longer something automatic; the person must consciously decide to open it, and many are becoming increasingly wary. In this context, the timing of sending, the sender’s name, and the subject line take on new importance.
19.8% of users unsubscribe because they receive too many messages. (independant.io) Nearly 1 in 5 users leaves a list not because the content is bad, but because the volume is deemed excessive. This information proves how crucial the sending frequency is.
What Can We Infer?
Is it the end of email? No, quite the opposite. These few data points prove it’s still a highly privileged channel. The real issue is overcrowding. It’s not a technical matter, but a question of user attention. The more options humans have, the harder it is to sift through and choose.
Loss of Emailing Effectiveness and Decrease in Open Rates
Less attention and more filters are very clear observations. Faced with this excessive solicitation, users react by unsubscribing or never opening certain emails, setting up automatic sorting rules, using dedicated aliases for subscriptions. All this without counting the filtering done by mail services (Gmail, Outlook) which are becoming stricter.
Brands, on their side, need to rethink their strategy and take these changes into account lest they fall behind. Indeed, by sending emails without consideration for timing or relevance, they risk losing their audience’s engagement, experiencing more unsubscribes, and eventually seeing their sender reputation deteriorate.
Less but Better, or the Need to Focus on Quality
To perform in 2025, therefore, one must shift towards a value logic concerning sent messages. Each email must have immediate utility, respond to a real need, or offer a relevant experience. The winning strategy is now fewer emails but better-designed emails, better targeted, and better measured.
The Era of Behavioral Targeting
Better a perfectly targeted message than a generic newsletter sent to the entire base. This involves:
- A precise behavior analysis (clicks, page views, purchases)
- A sending based on concrete facts (cart abandonment, reduced activity, interest in a category)
Automate While Remaining Human
Smart automation allows maintaining relevance, provided you:
- Segment very precisely,
- Personalize messages (beyond just using a first name),
- Vary formats (short text emails, images, video, dynamic content).
Practical Tips to Stand Out in a Saturated Inbox
Work on Your Subjects and Headers
They must provoke curiosity without falling into clickbait. The goal is to lead to opening and remain consistent with the content.
Consider the Timing of Sending
It seems that Tuesday is the most suitable day for campaign sends, followed by Thursday and Wednesday. Don’t forget that the time goes hand in hand with the day, with several suitable slots from 9 am to 6 pm.
Take Care of Your Sender Name
Insert your company’s name so that the person immediately identifies you. You can even humanize it by adding a first name, such as “Nicolas from Captain Verify.”
Don’t Harass Inactive Subscribers
Sending emails to contacts who haven’t opened them in 6 months? Bad idea. Set up reactivation scenarios and remove said subscribers if they still do not react.
Track the Right Measurement Indicators
Do not just settle for the open rate (skewed by iOS and others). Also monitor the click rate, conversion rate, reactivity rate (clicks/openings), and actual deliverability.
Faced with a daily email volume that keeps growing, recipients only have 24 hours, limited attention, and decreasing tolerance. The number of sends is no longer king nor the master of the game in the realm of emailing; everything now hinges on perceived quality and relevance by the recipients.
