Here, we’ve gathered email marketing benchmarks by industry. You can see how your average email open, click-through, click-to-open, unsubscribe, and spam complaint rates compare against other companies in your industry.

What are the average email marketing results in different countries? Here’s what we’ve found.

What’s the right email frequency? What’s the potential increase in the number of conversions your email campaigns generate if you add an extra message to your schedule? The data in this table should help you find the right answers.

In 2023, marketing e-mails in the financial services sector had the highest click-to-open rate, at 15.4 percent. Publishing and communications followed, with 14.43 percent and 13.29 percent, respectively.

In 2023, emails marketing sent by companies and organisations from the tourism industry an open rate of 47.7 percent in Austria, Germany, and Switzerland. This industry had the highest open rates that year, followed by culture with 43 percent and consumer electronics with 33.8 percent. The lowest open rates were reported in the fashion industry, with 17.1 percent.

Here, we’re looking at other elements that may play a role in how you run your email marketing campaigns and the average metrics you could expect.

In the second quarter of 2024, 98.6 percent of marketing emails sent by the travel, hospitality, and entertainment (TH+E) sector were delievered to their intendended destinations. Among these, 42.4 percent were opened.

How many of your subscribers open your emails within the first two, four, or six hours after sending? Is it the same for clicks? Here, we’re looking at how the recipients’ engagement changed over time after the campaign was sent.

In 2023, 30 percent of marketers from around the world stated that their e-mail marketing campaigns had an open rate between 10 and 20 percent. Another 57.8 percent shared that their open rates were between 20 and 50 percent.

In 2023, marketing e-mails in Canada had a click-through rate of 8.68 percent, highest among the selected countries presented in the data set. In Germany, the rate stood at 2.37 percent.

Tutaj zebraliśmy benchmarki email marketingu w podziale na branże. Możesz zobaczyć, jak Twój średni współczynnik otwarć, kliknięć, kliknięć do otwarć, wypisów i zgłoszeń do spamu wypada na tle innych firm z Twojej branży.

In this table, you'll find the average email marketing statistics observed in different countries. For each of the 25 countries we analyzed, we looked at the most critical email metrics. These included open rate, click-through rate (CTR), click-to-open rate (CTOR), unsubscribe rate, and spam complaint rate. Thanks to this data, you can see how your email marketing campaigns perform when compared to others in your country. There are various benefits of using country-level data as opposed to global email marketing benchmarks. The most important one is that local factors, like regulations or customer habits, do affect the average results observed by marketers.

How many emails should you put into your autoresponder cycle? We’ve analyzed how the average engagement metrics change depending on the number of emails our customers used in their autoresp onder cycles.

In 2023, marketing e-mails in Great Britain had an open rate of 39.98 percent. A year earlier, the rate stood at 27.59 percent. E-mail marketing open rate is the share of recipients who open an email out of your total number of recipients.

Jakie są średnie wyniki w email marketingu w różnych krajach? Oto, co udało nam się ustalić.

Jaka jest odpowiednia częstotliwość wysyłania wiadomości email? O ile może wzrosnąć konwersja z Twoich kampanii, jeśli dodasz dodatkową wiadomość do swojego kalendarza? Dane w tej tabeli powinny pomóc w znalezieniu właściwych odpowiedzi.

In this table, you’ll see the average landing page conversions based on the subscription rate they generated across industries.

According to global data gathered on an e-mail marketing automation platform, automated welcome emails sent by e-commerce players had a conversion rate of three percent in 2022; for automated cart abandonment emails, the rate stood at 2.39 percent.

In this table, we’re looking at whether adding video content (including links to your video hosting platforms) could help you boost your engagement metrics, primarily the average click-th rough and click-to-open rates.

In 2023, marketing e-mails in Romania had an open rate of 50.79 percent, the highest among the European countries presented in the data set. In Singapore and Indonesia, the rate stood at 21.67 percent and was the lowest in the set.