Consumers still rely on email, but brands are just one bad subject line away from the spam folder.
SANTA BARBARA, Calif., May 6, 2025 /PRNewswire/ — Email remains a dominant communication channel, but businesses are struggling to keep consumer trust. A new survey from ZeroBounce found that 93% check their email daily – yet 80% mark messages as spam based solely on appearance.
For brands and marketers, this growing skepticism poses a major challenge: even well-intended emails may never be opened. Consumers are increasingly wary of spam and phishing attacks, and they’re quick to take action: 47% report an email as spam if they didn’t give explicit permission to receive it.
ZeroBounce’s Email Marketing Statistics Report finds 41% of consumers open emails hunting for discounts.
At the same time, email remains a strong marketing channel: 41% of respondents say they check their inboxes specifically for brand discounts. To build engagement, companies need to focus on relevance and optimize their sending frequency. ZeroBounce’s 2025 Email Statistics Report shows that 46% of consumers open emails from brands that consistently send relevant messages, but many unsubscribe when companies send too often.
“Email is a powerhouse – both in the workplace and in marketing,” says ZeroBounce founder and CEO Liviu Tanase. “But our survey shows consumers are becoming more cautious about spam and phishing attacks. The majority mark emails as spam at the slightest sign of suspicious content. To land in the inbox , companies must send valuable emails at the right intervals, and ensure those emails look legitimate. Prioritizing trust and relevance will drive engagement and improve long-term email deliverability.”
Keeping spam complaints at bay is critical for mass senders striving to land their emails in the inbox. Large email service providers can block or throttle senders who receive more than one complaint per 1,000 emails, a threshold that reinforces the need for proper sending practices and email list management.
Other findings from ZeroBounce’s Email Statistics Report for 2025 examine how people use their work vs. personal inboxes and the types of messages they prefer to receive. To view the full report, visit https://www.zerobounce.net/email-statistics-report/ .
About ZeroBounce
ZeroBounce is an award-winning email validation, deliverability, and email-finding company helping businesses improve their email performance. With a focus on accuracy, security, and customer support, ZeroBounce is the go-to choice for more than 400,000 customers worldwide.ZeroBounce’s 99% accurate email validation service helps senders prevent bounces and maintain a good reputation. The email deliverability toolkit further supports companies in reaching the inbox. Its Email Finder provides professionals with valid business email addresses to enhance their email outreach efforts, while DMARC Monitor helps organizations enhance domain security. The platform also includes email warmup services, helping users build trust with inbox providers and improve deliverability. For more information, visit https://www.zerobounce.net.
SOURCE ZeroBounce
