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

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.

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’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.

On average, marketing emails sent by non-profit organizations in Canada, the United States, and the United Kingdom had an open rate of 22 percent in 2021. Emails from cultural organizations had a higher open rate, at 29 percent. Around 23 percent of subscribers opened marketing emails sent by non-profits in the hunger/poverty sector.

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.

Do individual phrases in email subject lines correlate with email campaign performance? Here we explore whether individual words have the power to make or break your email campaigns.

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.

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.

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.

With the internet becoming increasingly accessible, the number of e-mails sent and received globally has increased each year since 2017. In 2022, there were an estimated 333 billion e-mails sent and received daily around the world. This figure is projected to increase to 392.5 billion daily e-mails by 2026.

E-Mail marketing Despite the increasing popularity of messengers, chat apps and social media, e-mail has managed to remain central to digital communication and continues to grow in uptake. By 2025, the number of global e-mail users is expected to reach a total of 4.6 billion - an approximate six hundred thousand increase in users, up from 4 billion in 2020. Not only that, when it comes to online advertising e-mail has seen higher click-through-rates than on social media. In Belgium and Germany, these were 5.5 and 4.3 percent respectively - compared to the 1.3 percent global average CTR for social media during the same time period.

Gmail Launched in April 2004, Google’s Gmail has earned its spot as one of the most popular freemail services in the world. According to a 2019 survey, its popularity worldwide was trumped only by Apple’s native iPhone Mail app with 26 percent of all e-mail opens worldwide taking place on the platform. Millennials surveyed in the United Kingdom listed Gmail among their top 5 most important mobile apps, while a similar survey carried out in Sweden saw Gmail tie with WhatsApp for a spot among the top mobile apps nationwide.

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

Below you’ll find out how popular the use of confirmed opt-in is in different industries.

Aong the presented sectors, email marketing click-through rates in the United Kingdom (UK) were highest in the publishing sector, at 4.1 percent. Finance and utilities sectors ranked second with 2.1 percent. Click-through rate is defined as the number of clicks an ad received divided by the number of times the ad is shown.