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Each year, Campaign Monitor pulls data from billions of emails sent from Australia. We compile these findings into benchmark reports, showing you how Australia industries have performed over the year.
In this archive, we compile data from previous years, so you can track email changes around the world.
Looking for the latest data? Check out the 2021 Australia benchmarks report.
As we saw last year, marketers in Australia are well-aware of the positive impact email can have when used effectively. This year, email continues to be a marketing staple, driving conversions and increasing ROI.
Our benchmarks suggest that we’re not only seeing some changes occur in relation to individual industries, but we’re also seeing some variation in our Australian email benchmark averages.
We’ve seen a small decrease in open rates when comparing last year’s data to this year’s, but in general, we see Australian open rates continue to remain strong. This means audiences in this region continue to gain valuable information through email.
According to our data, Australian industries should be aiming for an open rate of 18.7% and above this year.
We’ve seen a slight increase in click-through rates when comparing last year’s data to this year’s. While last year’s average was a click-through rate of 2.7%, this year’s average is at 2.8%. Clicks could be higher as a result of more personalized content or more invested subscribers.
We’ve seen an increase in click-to-open rate (CTOR), the biggest increase in this year’s averages. This number suggests subscribers are more invested in the content they’re receiving. It’s possible businesses and organizations are paying closer attention to their data.
We’ve seen a steady rate of 0.2% in Australia when it comes to unsubscribe rates. As with our other numbers, this rate suggests healthy email lists and an expected amount of churn. Organizations and businesses should keep an eye out for unsubscribe rates higher than this average.
05 | Australia leads open rates with an average of 18.7%; slightly higher than the global average of 17.8%, the UK at 17.5% and the US at 17%.
Australia is leading the way with open rates, which could be an indicator of an especially interested audience. Additionally, emails sent in this region may generally follow email subject line best practices, which encourage opens.
Here are the average benchmarks for Australian senders:
Here are Australia’s 2019 email benchmarks. These numbers are based non campaigns sent in 2018, using billions of emails sent by organisations in Australia.
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