During a 2021 survey carried out among marketers from the United Kingdom, 27 percent of respondents said they used return-on-investment (ROI) to measure the success of their email marketing campaigns. Sales ranked first, named by 48 percent of respondents.

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.

During a 2021 survey carried out among marketers from the United Kingdom, 38 percent of respondents stated that technology was a factor preventing them from successful execution of email marketing campaigns. Most mentioned factors were lack of data and lack of budget or resources, both listed by 52 percent of responding marketers.

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.

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 a click-through rate (CTR) of 2.74 percent. A year earlier, the rate stood at 1.84 percent. E-mail marketing click-through rate (CTR) shows the share of people who opened an e-mail and clicked on a link or an ad in the e-mail.

During a 2021 survey carried out among marketers from the United Kingdom, it was found that the approximate return for every pound spent on email marketing stood at 38.33 British pounds. A year earlier, it amounted to 35.41 pounds.

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.

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.

During a 2021 survey carried out among marketers from the United Kingdom, 48 percent of respondents named emails with discount and offers as the type of email message they used to help them achieve their email campaign objectives; emails with advice, information, or tutorials ranked second, mentioned by 40 percent of respondents.

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.

During a 2021 survey carried out among marketers from the United Kingdom, 24 percent of respondents named sales as the primary objective of their email marketing campaigns. Brand awareness and engagement ranked third, both mentioned by 15 percent of respondents.

In the fourth quarter of 2023, marketing emails in Austria, Germany, and Switzerland had an open rate of 23 percent. The rate was 0.4 percentage points higher was business-to-business emails and 0.3 percentage points lower for business-to-consumer emails. In September 2021, Apple introduced Apple Mail Privacy Protection (AMPP), which is a data protection function. At first, all content - including tracking pixels - was loaded in advance, increasing the open rate. Since the end of 2021, all openings on Apple devices were excluded from reporting, resulting in a drop.

During a 2021 survey carried out among email marketers from across the globe, it was found that Salesforce Marketing Cloud was the most popular email service provider (ESP), named by 23 percent of respondents; Mailchimp ranked second, mentioned by 21 percent.

During a 2021 survey carried out among marketers from the United Kingdom, 55 percent of respondents stated that they spent 20 percent of their marketing budget or less on email marketing; 34 percent invested 21 to 40 percent; more than 40 percent was spent by 10 percent of marketers.

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.

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

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

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.