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We analysed billions of emails sent throughout the UK to discover exactly how email marketing performs for each industry in the region.
Email marketing is one of the most powerful channels available to businesses today. In fact, it’s one of the few equalizers in marketing: Regardless of how big your business or your budget, everyone can create an email marketing program that delivers a stellar experience and value right to their subscribers’ inboxes. But how do you know if your email marketing stacks up against the competition?
These average benchmarks—culled from real campaign data from millions of campaigns sent with Campaign Monitor—will tell you how email marketing within your specific industry should perform and show you where you can improve, where you’re excelling, and where your specific audience differs from the crowd.
We analysed billions of emails sent through millions of campaigns from organisations in the UK to find the average metrics specific to each industry, as well as specific to each day of the week. This means you can find averages relevant to you and your niche instead of looking at generic averages that might not be beneficial to you or your program.
Remember each audience is specific; so while your audience might not respond the same way to every email as these averages will have you expect, these benchmarks allow you to see where you should set your goals and where your metrics are way off the mark.
Read on to discover how email marketing performed throughout the UK in 2018.
So what does this mean for you? These are the key takeaways that should inform your email marketing program as you design your next send as a UK organisation.
The number of email opens divided by the total emails that reached an inbox will give you your open rate.
While open rates vary from email to email, you can see an improvement in your open rates by varying the content included in the email and the subject line (and don’t forget the preheader text) you used. We found an average open rate of 18% in the UK.
Open rates way below average? Here’s how to improve your metrics:
The number of subscribers who click on a link, button, or image in your email divided by the total number of emails that have been delivered will give you the click-through rate.
This metric can illuminate what type of content, images, and CTAs most resonate with your subscribers. When you know what content receives the greatest engagement, you can tailor your next email to deliver more of the content your audience prefers.
We found a click-through rate of 0.9%.
How to improve your email click-through rate:
While the click-to-open rate is similar to the click-through rate, they aren’t the same. The click-to-open rate finds the percentage of people who click through an email out of the number of opens, instead of the total number of emails delivered.
Click-to-open rates measure how effective the content of your email actually is, since this is the percent of people who click through after viewing your email.
We found an average email click-to-open rate of 13.2%.
How to improve your email click-to-open rate:
While it’s important to remember that some list churn is normal, healthy, and inevitable, keep striving for the smallest unsubscribe rate possible. An unsubscribe happens when someone who has been receiving your emails decides to opt out, asking to be removed from your email marketing list.
A higher-than-average unsubscribe rate can reveal that your audience no longer finds your content valuable enough to allow you into their inboxes and tell you it’s time to overhaul your email marketing strategy.
We found an average unsubscribe rate of 2.4%.
If you need to overhaul your strategy, here’s how you can improve your email unsubscribe rate:
The term “bounce” refers to an email that could not be delivered, whether because of temporary delivery issues or permanent problems with the contact.
Whether the email experienced a hard or soft bounce, your bounce rate is the percentage of subscribers who did not receive your message in their inbox.
We found an average bounce rate of 0.2%.
If your bounce rate is above the average bounce rate, here’s what you can do to improve:
Poor email deliverability can have disastrous results for your email marketing program. If your deliverability gets bad enough, you can even wind up on blacklists and not able to send email at all. Even if your deliverability issues aren’t that extreme, poor deliverability can still reduce your open rates and ultimately your conversions because your emails won’t land in your subscribers’ inboxes.
Poor engagement, being marked as spam, and bounces will all bring down your deliverability.
If you see poor engagement, here’s how to improve your email deliverability:
Your email metrics might not be exactly where these benchmarks are—and that’s okay! Every audience is different. The best way to understand whether you should be aiming for these benchmarks—or higher—is to measure how your metrics shift over time.
Even if your email marketing metrics are already hitting these benchmarks, you can still use these tactics to improve your metrics in the future. For instance, when you test your subject lines, you should still see a higher open rate as you refine the tone and type of subject lines that resonate most with your audience.
These benchmarks are meant to reveal the overall health of your email marketing by showing you where your program stands when compared with your industry averages. However, studying how your metrics have changed since implementing more email marketing best practices will show you how to refine your strategy for greater and greater success.
Your audience is specific to your niche, your industry, and your branding. By testing your content, offers, design, and strategy, you’ll be able to see what results in the greatest results for your company.
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