During a 2019 survey carried out among marketers from across the globe, 91 percent of agency respondents stated that they used click-through rates as a performance indicator for their email marketing. Other commonly used metrics were open rates and conversion rates.

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.

The statistic shows the metrics that were used in Spain for the evaluation of the performance of email marketing programs during 2019. According to a survey conducted during that year, approximately 75 percent of the companies participating in the study indicated the click rate as a significant metric when evaluating the results of the implemented email marketing strategy.

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 2019 survey carried out among marketers from across the globe (out of which 57 percent were based in the United Kingdom), 73 percent of in-house marketers and 75 percent of agency marketers rated email marketing as excellent or good for return on investment (ROI).

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

Based on the results of a survey conducted among marketers in late 2019, it was found that 43 percent of respondents indicated personalization as the most important characteristic that needs to be improved in order to effectively optimize their e-mail marketing campaign. Further 39 percent survey participants pointed out that data quality needs to be improved upon.

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, marketing e-mails in the Netherlands in the B2B market had a click-through rate (CTR) of 7.8 percent, compared to the 5.92 percent in the B2C market, which indicates that 7.8 percent and 5.92 percent of users in those markets who viewed them clicked on them. A year earlier, the rate was inverse, indicating a higher CTR in the B2C market. In e-mail marketing, the CTR is a metric that measures the percentage of people who click on a link or advertisement compared to the total number of people who view it. The CTR is the number of unique clicks divided by the total number of successfully delivered emails times 100. Generally, a higher CTR indicates better engagement or effectiveness of the content.

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.

Campaigns of direct e-mail marketing (DEM) proved to be more successful in the business-to-consumer sector than in B2C and B2B sectors put together. Insights provided by MailUp described performance of e-mail advertisement sent to targeted recipients in the Italian market. According to data from 2019, indicators like the click-through rate and the click-to-open rate were higher when e-mails were sent by B2C companies, rather than B2C and B2B companies.

Direct e-mail marketing among retailers   Actions of direct e-mail marketing appeared to be more effective when addressed to private customers, though with differences for online retailers. Direct e-mails leading to actions on e-commerce sites reported a click-to-open rate of 13.7 percent, while the same value for e-mails not presenting this feature was 10.3 percent.

 Direct e-mail marketing by industry

In Italy, the outcome of DEM campaigns in the business-to-customer sector depended on the industry’s segment, too. Data from 2019 indicated that associations (30 percent) performed better click-to-open rates than, for instance, companies operating in the gaming sector (3.9 percent). A similar ranking for the business-to-business sector showed slightly lower click-to-open rates instead. In fact, the B2B manufacturing sector was the most successful branch with a click-to-open-rate of 13.6 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.

During a 2020 survey carried out among marketers worldwide, it was found that for every U.S. dollars invested in email marketing, brands earned 36 U.S. dollars. Among the presented industries, the ROI was highest in the retail, ecommerce, and consumer goods sector, with 45 dollars per one dollar spent.

The statistic presents best performing e-mail marketing lead capture tools in terms of conversion according to marketers in the United States as of January 2019. The data shows, that nearly 48 percent of responding marketers were of the opinion that web forms were the most effective in lead conversion.

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

According to results of a study conducted in 2019 among global event marketing industry professionals, 71 percent of respondents indicated e-mail marketing as the most effective tool in marketing their trade shows, followed by a website and social media, at 67 and 46 percent respectively.

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