Email marketers often ask "how do our campaigns compare"? They're looking for email statistics to compare subscriber engagement for open, clickthrough and delivery rates, ideally within their sector.
Fortunately, there are a number of good options to benchmark email response across different sectors. The best stats sources are compilations by email marketing service providers who produce statistics across their clients' campaigns. We have ordered them into the 4 top questions asked:
As we'll see, for the most meaningful comparisons we need to go beyond industry averages and drill down to the comparison of email types since transactional emails such as a welcome sequence tend to have much higher interaction and click-through rates than a regular newsletter.
We will continue to update these stats through 2018 as new reports are produced by the main email platforms.
The most recent (published April 2018) is the GetResponse Email marketing benchmarks giving a worldwide average of open and clickthrough rates by country and by sector. Here is the sector summary which also includes unsubscribe and spam rates in the full report.
Also recent compilation is the 28th Dec 2017 is the Constant Contact Average Email open and clickthrough rates by industry - click to expand.
Do contact us if you're an email provider with new stats to share. Talking of which... Mailchimp has monthly updates of their Email benchmark stats which give a great source of comparing email response by industry. This Email response data was last updated on 1st February 2017 (no updates in 2018 when we last checked).
|Open||Open rate (%)||Clickthrough rate (%)||Soft Bounce||Hard Bounce||Abuse||Unsub|
|Agriculture and Food Services||24.71%||2.98%||0.58%||0.43%||0.02%||0.29%|
|Architecture and Construction||24.78%||2.90%||1.50%||1.08%||0.03%||0.36%|
|Arts and Artists||27.23%||2.85%||0.61%||0.44%||0.02%||0.29%|
|Beauty and Personal Care||18.48%||1.96%||0.38%||0.38%||0.03%||0.32%|
|Business and Finance||20.97%||2.73%||0.66%||0.55%||0.02%||0.23%|
|Computers and Electronics||20.87%||2.16%||1.02%||0.70%||0.02%||0.31%|
|Education and Training||22.00%||2.63%||0.55%||0.46%||0.02%||0.20%|
|Entertainment and Events||21.21%||2.33%||0.49%||0.41%||0.02%||0.28%|
|Health and Fitness||21.93%||2.57%||0.43%||0.44%||0.03%||0.39%|
|Home and Garden||23.82%||3.47%||0.57%||0.40%||0.03%||0.37%|
|Marketing and Advertising||17.81%||1.92%||0.77%||0.61%||0.02%||0.28%|
|Media and Publishing||22.14%||4.70%||0.28%||0.18%||0.01%||0.12%|
|Medical, Dental, and Healthcare||22.43%||2.42%||0.72%||0.72%||0.03%||0.30%|
|Music and Musicians||22.86%||2.84%||0.56%||0.42%||0.02%||0.29%|
|Photo and Video||25.36%||3.49%||0.71%||0.61%||0.02%||0.40%|
|Recruitment and Staffing||20.73%||2.18%||0.53%||0.60%||0.02%||0.32%|
|Restaurant and Venue||21.71%||1.33%||0.53%||0.45%||0.02%||0.42%|
|Social Networks and Online Communities||21.71%||3.33%||0.37%||0.29%||0.02%||0.23%|
|Software and Web App||20.95%||2.29%||1.06%||0.85%||0.02%||0.39%|
|Travel and Transportation||20.69%||2.17%||0.65%||0.48%||0.02%||0.24%|
We do have other industry sector breakdowns of response later in this post, but since Constant Constant and Mailchimp send billions of emails a month for more than 10 million users this is probably the largest global sample of email response that has been created. They are skewed to smaller businesses using their free account options, though.
The results for Mailchimp are more typical of smaller and mid-size businesses, rather than large brands. This Email benchmark compilation from Silverpop who are now owned by IBM so clients tend to represent larger businesses - they are from 750 companies representing 3,000 brands in 40 countries. So breakdowns by EMEA, UK, US and APAC are available too. I've selected the breakdown by industry which is more useful to compare your performance with. There wasn't an update since the takeover, but we're hoping for an update in the stats this year.
But what is the average email open rate? Here are the open rates with the mean showing the variation from the poorest performing sectors like publishing and tech to consumer brands and non-profits.
Rather than click-through rates that are also available in the report, I have picked out Click-to-open which shows engagement with the copy and creative. As a rule of thumb you should look for 10 to 15% CTOR, so can compare emails against this benchmark.
Finally, from this benchmark, I thought it would be useful to share the data on list churn as indicated by hard bounce rates and spam complaint rates. You don't want to go too high on these since you could have a problem with inbox delivery and likely your ESP will get in touch.
This chart summarising their research shows the rise of mobile email marketing to the point that nearly half of emails are opened on smartphones and tablets.
The latest Litmus compilation of email client market share shows why it's so important to consider how well your emails render on mobile. It's based on the percentage of opens on different platforms. The uptick in webmail opens is again largely due to Gmail defaulting to open images.
Although we are presenting averages in this article, to answer this question it's important to go beyond averages in your analysis of your email marketing so you can compare 'apples with apples'. It's worth segmenting your email response in this way:
This will give you a better indication of performance as will analysis by revenue per 1000 emails sent. To show the difference of email type, the GetResponse Email marketing benchmarks include these averages by email opens:
It's no surprise that triggered and autoresponder (welcome) emails have higher open abd click rates since they are more relevant or immediate, more in the context of an action that a subscriber has taken. It shows the power of marketing automation.
Sales Cycle also has some good insight showing response rates for remarketing emails like basket abandons compared to other types of emails in their 2018 Remarketing report.
Across all industries, the average open and clickthrough rate results according to the most recent Sign-up.To Email statistics for UK SME email marketing campaigns were:
Across all industries the average results for UK SME email marketing campaigns were:
This data shows that open rate has had a slight decrease, click-through and click-to-open rates have slightly increased. While unsubscribe-to-open rates showed a slight decrease.
The 2017 report has a relatively small sample of 1.5 billion emails sent by SMBs during 2016.
But it's a useful report since it has the breakdown of opens, clicks and unsubscribes by industry for B2B and B2C markets. This shows the much lower response in some sectors such as Events, Education and Legal services.
There are also statistics on engagement measured as clicked to open - this info isn't always available in these types of benchmarks. It's useful to compare how effective your creative and offers is at to generating clickthroughs.
Finally, the full report also has a sector breakdown on unsubscribe rates. Again a large difference here by sector.
Please let us know of other sources we can share in updates here. Thanks!
By Dave Chaffey
Digital strategist Dr Dave Chaffey is co-founder and Content Director of Smart Insights. Dave is editor of the 100+ templates, ebooks and courses in the digital marketing resource library created by our team of 25+ Digital Marketing experts. Our resources are used by our Premium members in more than 100 countries to Plan, Manage and Optimize their digital marketing. Free members can access our sample templates here. Please connect on LinkedIn to receive updates or ask me a question. For my full profile and other social networks, see the Dave Chaffey profile page on Smart Insights. Dave is a keynote speaker, trainer and consultant who is author of 5 bestselling books on digital marketing including Digital Marketing Excellence and Digital Marketing: Strategy, Implementation and Practice. In 2004 he was recognised by the Chartered Institute of Marketing as one of 50 marketing ‘gurus’ worldwide who have helped shape the future of marketing.
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