As an email marketing software provider, we have tons of data at our fingertips. And that’s exactly what powers our Email Marketing Benchmarks report.
We’re happy to share with you the new edition of the Email Marketing Benchmarks report, which has now been going on for three years!
This year, we saw a significant increase in the average engagement metrics reported by email marketers around the world.
The average email open rates are up by 12.84 percentage points (pp), while click-throughs grew by 1.36 pp. At the same time, the average unsubscribe rates remained stabled (+0.05pp) and bounce rates slightly dropped (-0.24pp).
The reported growth in engagement rates can partially be attributed to the growing popularity of Apple’s devices, which distort the data with its auto-opens generated by the Mail Privacy Policy feature.
The other part of the story, however, is that marketers must have done their homework and focused on creating more relevant content, which resulted in higher average CTR and CTOR.
As more brands and creators are looking to invest in email marketing to diversify their marketing activities and secure themselves from everchanging social media algorithms
We’d like to highlight the following key strategies:
✅Invest in your brand by sending emails through a properly authenticated custom domain.
✅Invest in segmentation and personalization. Personalized emails still outperform generic ones, but you’ll need to go beyond the standard personalized salutation to deliver truly engaging communications.
✅Leap into marketing automation. Automated emails continue to lead in engagement rates. Using them, you’ll be able to deliver your messages in a more personalized and timely manner.
✅Get to know your audience better. With third-party cookies fading away, your own data will become even more important.
✅Use surveys and track the email content your audience engages with. Build your segmentation strategy around that information and apply it in your multichannel marketing campaigns.
✅Make A/B testing part of your routine. Even if a particular tactic doesn’t work for others, it doesn’t mean it won’t perform well for you. Remove the guesswork from your email marketing program by adding A/B tests to your process.
To learn more how you can improve your email campaigns, follow our timeless guide to email marketing best practices.
What are the average email benchmarks (open rate, click-through rate, etc.) for all industries?
- The average email open rate is 39.64%
- The average email click-through rate is 3.25%
- The average email click-to-open rate is 8.62%
- The average email unsubscribe rate is 0.15%
- The average email spam complaint rate is below 0.01%
- The average email bounce rate is 2.33%
What is a good email open rate?
A good open rate (OR) depends on your industry, audience, and the type of campaign you’re running.For example, the average open rate for newsletters is 40.08%, while for triggered emails, it’s 45.38%.At the same time, special campaigns, like welcome emails, often observe much higher results. This year, welcome emails saw an average open rate of 83.63%
What is a good click-through rate?
A good open rate (OR) depends on your industry, audience, and the type of campaign you’re running.For example, the average open rate for newsletters is 40.08%, while for triggered emails, it’s 45.38%.At the same time, special campaigns, like welcome emails, often observe much higher results. This year, welcome emails saw an average open rate of 83.63%
What’s the difference between click-through and click-to-open rate?
CTOR (Click-To-Open Rate) measures the effectiveness of an email campaign’s content.
It is calculated by dividing the number of clicks by the number of opens, then multiplying by 100 to get a percentage.
CTOR provides insights into how compelling the email content is to those who opened it.
A high CTOR indicates that the content was engaging and relevant, while a low CTOR suggests that the content did not resonate well with the audience who opened the email.
To optimize CTOR, consider improving your email’s design, ensuring a clear and visible call-to-action, and tailoring content to the audience’s interests.
What are good email conversion rates?
Conversion rate focuses on the results — how many of your recipients have taken a given action.For example, how many times they downloaded your ebook, registered for a webinar, or visited your product page.This metric can be very useful, especially when you assign a monetary value to your conversions. Then, it’s easy to decide whether a particular campaign was successful and needs repeating or if you should choose a different approach.Since everyone can have their own definition of conversion, it’s impossible to say what a good email conversion rate is. We suggest that you look at the next best thing, such as the average click-through rate.