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Introduction

Each year, Campaign Monitor pulls data from billions of emails sent from the United Kingdom. We compile these findings into benchmark reports, showing you how UK industries have performed over the year.

In this guide, we compile all the historic benchmarks data so you can identify trends and changes in the email marketing world.

 

View the 2020 benchmarks report.

Looking for the latest data? Head to the 2020 report here.

Chapter 1

2019 UK email marketing benchmarks by industry and day

Here are the 2019 UK benchmarks. These metrics are based on campaigns sent in 2018, using billions of emails sent from organisations based in the United Kingdom.

Average email benchmarks for all UK industries

  • Average open rate: 18.0%
  • Average click-through rate: 0.9%
  • Average click-to-open rate: 13.2%
  • Average unsubscribe rate: 2.4%
  • Average bounce rate: 0.2%

UK industry averages for open, click-through, click-to-open, unsubscribe, and bounce rates

UK email open rates by industry and by day of the week

UK email click-through rates by industry and by day of the week

UK email click-to-open rates by industry and by day of the week

UK email unsubscribe rates by industry and by day of the week

UK email bounce rates by industry and by day of the week

Best days for email marketing

Here’s a list of the best days to send in 2019, organised by metric.

  • Best day for highest email open rates: Monday (18.5%)
  • Best days for highest click-through rates: Wednesday (2.6%)
  • Best days for highest click-to-open rates: Wednesday (14.1%)
  • Best day for lowest bounce rates: Wednesday (0.6%)
  • Best days for lowest unsubscribe rates: Monday, Wednesday, Thursday, Friday, Saturday, and Sunday (0.2%)

 

Worst days for email marketing

Here’s a list of the worst days to send in 2019, organized by metric.

  • Worst day for lowest email open rates: Saturday (17.5%)
  • Worst days for lowest click-through rates: Thursday, Saturday, and Sunday (2.3%)
  • Worst day for lowest click-to-open rates: Thursday (12.7%)
  • Worst day for highest bounce rates: Tuesday (1.5%)
  • Worst day for highest unsubscribe rates: Tuesday (0.4%)

 

Top industries by open rate

These top industries are based on the data provided above.

  1. Agriculture, Forestry, Fishing, and Hunting (33.6%)
  2. Government (26.5%)
  3. Nonprofit (25.6%)
  4. Engineering, Architecture, and Design (22.2%)
  5. A tie between Logistics and Wholesale & Real Estate, Design, and Construction Activities (21.3%)

top 3 industries ranked in terms of average open rates in UK

Top industries by click-through rate

These top industries are based on the data provided above.

  1. Logistics and Wholesale (3.5%)
  2. Agriculture, Forestry, Fishing, and Hunting (2.2%)
  3. Construction, Contracting, and Manufacturing (2.1%)
  4. Other (1.7%)
  5. Engineering, Architecture, and Design (1.6%)

top 3 industries in the UK ranked in terms of best click-through rates

Top industries by click-to-open rate

These top industries are based on the data provided above.

  1. Real Estate, Design, and Construction Activities (19.3%)
  2. Media, Entertainment, and Publishing (16.9%)
  3. Government (16.7%)
  4. Retail (16.6%)
  5. Agriculture, Forestry, Fishing, and Hunting (14.4%)

top 3 industries in the UK ranked in terms of best click-to-open rates

View the latest benchmarks report. Get the latest metrics and stay up-to-date on UK industry benchmarks. View the latest
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