This table shows the email marketing benchmarks across different industries. For each sector, we've identified the average email open rate, CTR, CTOR, unsubscribe rate, and spam complaint rate. Thanks to this data, you can compare your email marketing campaigns' results with other companies from your vertical. It's beneficial to look at the industry-level data breakdown as each sector is different. The target audience, type of communication, and competition levels all play a role in how high the average email marketing statistics are.

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 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, 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.

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.

With 39.5 percent, the finance industry in the United Kingdom (UK) enjoyed the highest open rate of its marketing emails among the sectors presented in 2022. Open rate is defined as the share of emails opened out of the total number of emails delivered.

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

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 2023, based on an analysis of around seven billion e-mails sent to customers worldwide, the share of e-mail marketing campaign opens was 21.2 percent during the first hour post-send. The open rates of e-mail campaigns amounted to 68.69 percent in the first eight hours after sending.

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.

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.

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

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.

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.

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.

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 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.

Aquí, hemos recopilado los benchmarks de email marketing por sector. Verás cómo tus tasas de apertura, CTR, CTOR, suscripciones canceladas y quejas de spam se comparan con las de otras empresas en tu mercado.