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Email marketing benchmarks provide you with valuable information about the health of your email sends. They allow you to see how your campaigns compare to industry standards and find opportunities to improve your strategy and, ultimately, get better results.
And over the past several years, we’ve had countless users ask for industry benchmarks based on real campaign data, but we didn’t have it—until now. Today, we are excited to share our findings for 2019 email marketing benchmarks by industry and day, based on millions of Campaign Monitor customer emails.
We analyzed billions of emails sent across millions of campaigns sent through Campaign Monitor in 2018. Then we compiled the results into a single, comprehensive resource so that any email marketer can easily see industry norms and see how they stack up.
Explore the data below to discover how your emails perform compared to others in your industry based on key metrics like open rate, click-to-open rate, unsubscribes and more.
So what did we learn? Here are the top takeaways for email marketers, based on an analysis of over three billion emails.
Email open rate is the percentage of the total number of subscribers who opened an email campaign.
These rates can vary depending on the subject line and the relevancy of the subject matter for subscribers, but we found an average open rate of 17.92%.
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 all the total emails you’ve sent, regardless of whether or not the subscriber opened the campaign. Your click-through rate will be smaller than your click-to-open rate since it’s calculated using the larger number of total emails (versus just those who have opened).
Your click-through rate offers insight into how many of your total subscribers are visiting your website and ultimately converting from email. Comparing your open rates, click-to-open rates, and your click-through rates can reveal where your email marketing campaign is weakest.
We found an average click-through rate of 2.69%.
How to improve your click-through rate:
Unsubscribe is the action a user takes to opt out of getting any more emails. The percentage of people who unsubscribe is often displayed as a reporting number on each email campaign you send.
This is an important number to study on every campaign to see if certain topics, subject lines, or templates drive up your unsubscribe number, as this is an indicator of an unhappy or disinterested audience. We found an average unsubscribe rate of 0.17%.
How to improve your unsubscribe rate:
The email click-to-open rate is the percentage of email viewers (those that open an email) who click on a link or image within an email. The email click-to-open rate may be considered a measure of the immediate response rate of an email.
It’s often a key metric used to measure the success—or lack of success—of a specific email campaign. We found an average email click-to-open rate of 14.10%.
How to improve your email click rate:
Email spam is also called junk mail, and it sometimes includes phishing links from sites that host malware and viruses. It is sometimes sent in large, bulk quantities, while other times it appears as unsolicited commercial emails.
The spam rate is how often the recipient marks your emails as spam, based on information that ISPs report to ESPs via a defined path. Campaign Monitor emails have an average spam rate of 0.002%.
How to improve your spam rate:
A bounced email is an email that couldn’t be delivered. Specifically, it’s an explanation of delivery failure related to server or spam issues, whether these issues are permanent or temporary.
Typically, bounce rate is a metric expressed as a percentage of subscribers who didn’t receive your message. There are two types of bounces: hard and soft. We found an average bounce rate of 1.06%.
How to improve your email bounce rate:
Email deliverability is the ability to deliver emails to subscribers’ inboxes. It’s what some marketers use to gauge the likelihood of their email campaigns reaching their subscribers’ inboxes related to actual delivery.
Issues with ISPs, throttling, bounces, spam issues, and bulking hurt your deliverability and thus reduce the number of your emails that will land in your subscribers’ inboxes.
That’s why your deliverability will impact everything from open rate to clicks to spam reports, so prioritizing this will have a huge impact on your email marketing success.
How to improve your email deliverability:
Benchmarks are useful to see how your own email program compares to industry standards. They can help establish a baseline for figuring out how and where you can improve. But we also recommend using your own past results as the benchmark. It’s one of the easiest ways to determine what success looks like for your brand.
Take a look at your average open rates over time. Are they improving even as your list continues to grow, or are they declining as your list becomes fatigued?
How much revenue or site traffic do you typically drive with each email? Those trends often signal exactly what you need to know to optimize your strategy.
You’ll also want to account for all the variables involved. For instance, a broadcast send to your entire audience probably won’t do as well as one to a small segment of engaged subscribers.
Finally, your best bet for optimizing each area of your email strategy is testing, so test, test, and test again! It’s the very best way to get to know your audience and get your best results yet.
We will be updating this page with new data as we have it, so check back for regular updates.
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