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We analysed millions of email marketing campaigns sent in Australia. This is what we found.
For this guide, we analysed billions of emails sent by Australian organisations in 2019. These campaigns were sent to subscribers around the world from Australian organizations using Campaign Monitor.
We’ve compiled all that data into a single, comprehensive resource, so any Australian email marketer can study industry averages and measure how their email marketing strategy compares.
We’ve broken down these averages by industry as well as by day so you can get into the nitty-gritty of the metrics.
By reading our benchmarks, we hope email goals become more accessible to you. These benchmarks aim to illustrate how well your numbers compare to industry averages. You can use them to improve the numbers that are lacking and see where you’ve found success.
This means you can do more of what works, tweak what underperforms, and ultimately, find the perfect email marketing plan that encourages engagement and conversions from your subscribers.
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.
01 | Australian open rates remain strong at 18.7%.
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.
02 | Click-through rates rise to an average of 2.8%.
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.
03 | Click-to-open rates also rise, climbing to an average of 14.9%.
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.
04 | Unsubscribe rates remain steady at an average of 0.2%.
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 at a high level.
Check out the data below to discover how your key metrics perform relative to other Australian companies in your industry.
This chart examines open rates specifically, showing rates by day of the week and Australian industries.
This chart examines click-through rates specifically, showing rates by day of the week and Australian industries.
This chart examines click-to-open rates specifically, showing rates by day of the week and Australian industries.
This chart examines unsubscribe rates specifically, showing rates by day of the week and Australian industries.
This chart examines bounce rates specifically, showing rates by day of the week and Australian industries.
Taking averages across all campaigns sent from Australian accounts—regardless of industry—you can see how these campaigns perform by day of the week.
Based on the Australian campaign averages by day (shown above), these are the best days for sending, broken down by specific metrics.
Based on the Australian campaign averages by day (shown above), these are the worst days for sending, broken down by specific metrics.
These are the average benchmarks broken down by metric so you can see how Australia compares to other regions.
Email open rate is the percentage of opens out of the total emails that reached an inbox (i.e. excluding bounces).
Open rates can vary from campaign to campaign depending on the content you offer and the subject lines used. We found an average open rate of 18.7%.
How to improve your email open rate:
The email click-through rate is the number of subscribers who click on a link or image in your email out of the total emails that have been delivered.
Your click-through rate can show you what topics, images, copy, and CTAs lead to the greatest amount of site traffic and engagement, allowing you to deliver more content that resonates with your subscribers. We found a click-through rate of 2.8%.
How to improve your email click-through rate:
Similar to the click-through rate, the email click-to-open rate is the percentage of people who click somewhere in your message out of the total number of opens. It will be a higher percentage than your click-through rate since it measures the people who click out of a smaller population of subscribers (i.e. only those that opened the email).
Your click-to-open rate can measure how immediately effective your email is since you’ll know how many people were inspired directly by that email’s content to visit your site. We found an average email click-to-open rate of 14.9%.
How to improve your email click-to-open rate:
An unsubscribe occurs when a subscriber opts out of receiving emails from you. While you want to aim for a small unsubscribe rate, getting your rate down to 0% isn’t realistic. Some list churn is normal and healthy.
Your unsubscribe rate can teach you if certain content, topics, or send cadences result in a spike of unsubscribes. That way you can measure how unhappy or disinterested your audience is. We found an average unsubscribe rate of 0.2%.
How to improve your email unsubscribe rate:
A bounced email is an email that couldn’t be delivered, either because of permanent or temporary issues. For instance, an email will bounce because of delivery failure due to server or spam issues, or possibly because the recipient’s inbox is too full.
The bounce rate is the percentage of subscribers who didn’t receive your message, regardless of whether or not you experienced a hard or soft bounce. We found an average bounce rate of 1%.
How to improve your email bounce rate:
Your email deliverability will impact everything from your open rate to clicks and conversions because it measures your ability to deliver emails to subscribers’ inboxes.
Poor engagement, being marked as spam, and bounces will negatively affect your deliverability, meaning you land in fewer inboxes and see a smaller return from your email marketing efforts.
How to improve your email deliverability:
While these benchmarks can show you where and how your email marketing can be improved, you can also learn a lot by comparing your email marketing metrics over time.
Are your open rates staying consistent and even improving while you grow your list? Or is an old and stagnant list resulting in low open rates? It’s also important to keep your eye on open rates, spam rates, and your deliverability to ensure you grow your list wisely, rather than just quickly.
These benchmarks can show you the overall health of your email marketing strategy by letting you compare your metrics to your competitors. But you also need to compare your metrics today to your metrics over time to see the overall trends in your program.
Only you know your audience. If you compare your results to these benchmarks, remember that your industry and specific niche means you have a unique audience. Testing your content, offers, and strategy will refine your emails so that every send gets you one step closer to your best results possible.
You’ll notice we discuss “averages.” These averages are created using all campaigns. Some industries send more emails than others, so we calculate averages by all campaigns sent, regardless of industry.
You’ll also see an “Unknown” category in our list of industries. These are Campaign Monitor accounts that don’t fit into a particular industry, or the industry for these accounts isn’t listed.
We also discuss email metrics at length in this guide. To read up on what each metric means and how it’s calculated, visit this post.
We’ve seen that other channels are gaining traction in the marketing space, but email marketing continues to be a powerhouse for revenue. We know professionals are eager to see regional, industry-specific email benchmarks, especially since these numbers project accurate goals.
By reading our benchmarks, we hope email goals become more accessible to you. These benchmarks aim to illustrate how well your numbers compare to industry averages. You can use them to improve the metrics that are lacking, and see where you’ve found success.
This means you can do more of what works, tweak what underperforms, and, ultimately, find that email marketing sweet spot where you see the most engagement and conversions from your subscribers.
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