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We analysed billions of emails sent by thousands of Australian organisations in 2018. 

These campaigns were sent to subscribers around the world from Australian brands using Campaign Monitor.

2018 and 2019 Australia Email Benchmarks Infographic

Average email benchmarks for all industries in Australia

Average open rate: 19.0%

Open rate is the percent of opens out of the total delivered emails.

Open rates vary depending on subject lines and cadence.

Average bounce rate: 0.9%

Bounce rate is the percent of subscribers who didn’t receive your email.

Bounces are emails that can’t be delivered, sometimes due to sender reputation, inbox providers, and other factors.

Average CTR: 2.7%

Click-through rate is the percent of recipients that opened and clicked on a link or image out of the total delivered emails.

Click-through rate can show you what topics, images, copy, and CTAs lead to the highest engagement.

Average CTOR: 14.1%

Click-to-open rate measures how many clicks came only from subscribers that actually opened an email.

Click-to-open rate measures how compelling your content is, since you know these subscribers decided to click through after opening.

Average unsubscribe rate: 0.2%

An unsubscribe occurs when a subscriber opts out of receiving more emails from you.

Your unsubscribe rate can teach you if certain content, topics, or send cadences result in a spike of unsubscribes.

Best days for email marketing

  • Highest email open rates: Tuesday
  • Highest click-through rates: Sunday and Tuesday
  • Highest click-to-open rates: Sunday, Monday, Wednesday, and Thursday
  • Lowest bounce rates: Saturday
  • Lowest unsubscribe rates: all days were 0.2%

Worst days for email marketing

  • Lowest email open rates: Saturday
  • Lowest click-through rates: Saturday
  • Lowest click-to-open rates: Saturday
  • Highest bounce rates: Tuesday
  • Highest unsubscribe rates: all days were 0.2%

Top industries by open rate

  1. Automotive and Aerospace (37.4%)
  2. Government (30.8%)
  3. Education (30.5%)
  4. Construction, Contracting, & Manufacturing (28.1%)
  5. Other (25.6%)

Top industries by click-to-open rate

  1. Media, Entertainment, and Publishing (20.3%)
  2. Real estate, Design, and Construction activities (17.3%)
  3. Education (16.0%)
  4. IT, Technology, and Software Services (15.3%)
  5. Advertising and Marketing Agencies (14.5%)

Wrap up

Your metrics can tell you how you stack up against the competition. But your metrics can also tell you how well your email marketing strategy performs over time.

The secret to seeing your best return is to learn what tactics work with your audience, then incorporate those strategies across the board.

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