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Email Marketing Benchmarks

Email Marketing Benchmarks

BBR-Prspectives--Standing-Tall-Waterfront-edited

What’s a good email open or click-through rate? How do your email marketing and automation campaigns stack up against others in your industry? These are questions we discuss in the Build Business Results (BBR) Network members. 


Get Response, is a cost effective and highly scalable email automation tool and as experts in the field they have great global Email Marketing Benchmarks  -  their new report has you covered – with the tips, tactics and insights to improve your email campaigns’ performance. If you don't have and email automation system, reach out or sign up for this free trial.  

See you on the action- field.
Raksha Sukhia, 
SMB Business Growth Strategist, Founder BBR Network.

About the new Email Marketing Benchmarks report

What’s a good email open or click-through rate? How do your email marketing and automation campaigns stack up against others in your industry?

Our new global Email Marketing Benchmarks report has you covered – with the tips, tactics and insights to improve your email campaigns’ performance.

Keep scrolling for loads of useful data on emails, marketing automation, and landing pages.

Can’t find what you need? Just send us an email! We love to know what's important to our fellow marketers.

What we did

We analyzed around 4 billion emails sent by our customers from July to December 2018, in 126 countries across 19 industries.

For the best insights, we only looked at active senders with at least 1,000 contacts.

We also used the unique values for average email opens, clicks, unsubscribes, and spam (abuse) complaints. That means we only count each action once – even if a subscriber clicked or opened a newsletter many times.

Average results by continent

Oceania

Open rate
24.19%
Click-through rate
3.51%
Click-to-open rate
14.53%
Unsubscribe rate
0.28%
Spam rate
0.01%

North America

Open rate
19.49%
Click-through rate
3.32%
Click-to-open rate
17.05%
Unsubscribe rate
0.19%
Spam rate
0.02%

Europe

Open rate
26.91%
Click-through rate
4.61%
Click-to-open rate
17.12%
Unsubscribe rate
0.27%
Spam rate
0.03%

Africa

​Open rate
18.69%
Click-through rate
2.48%
Click-to-open rate
13.27%
Unsubscribe rate
0.16%
Spam rate
0.01%


Asia

​Open rate
20.95%
Click-through rate
2.88%
Click-to-open rate
13.74%
Unsubscribe rate
0.13%
Spam rate
0.01%


South America

Open rate
24.88%
Click-through rate
3.50%
Click-to-open rate
14.06%
Unsubscribe rate
0.15%
Spam rate
0.02%

ContinentOpen rateClick-through rateClick-to-open rateUnsubscribe rateSpam rate
All22.86%3.71%16.23%0.21%0.02%

Average results by continent

Country Open rate Click-through rate Click-to-open rate Unsubscribe rate Spam rate 
Australia
25.08%3.50%13.94%0.29%0.01%
Belgium
23.72%5.38%22.68%0.22%0.01%
Brazil
27.51%4.47%16.24%0.18%0.02%
Canada
19.76%3.46%17.52%0.19%0.02%
Colombia
20.82%2.46%11.82%0.11%0.01%
France
39.41%6.65%16.88%0.43%0.02%
Germany
37.59%6.54%17.40%0.33%0.01%
Great Britain
18.84%2.68%14.24%0.20%0.01%
India
17.21%2.39%13.89%0.14%0.01%
Indonesia
23.90%2.39%9.99%0.10%0.01%
Israel
22.14%3.58%16.16%0.22%0.01%
Italy
32.66%4.11%12.59%0.27%0.01%
Malaysia
27.68%3.74%13.50%0.17%0.01%
Mexico
23.90%2.71%11.35%0.13%0.01%
Netherlands
42.65%7.35%17.24%0.40%0.01%
Peru
17.79%1.32%7.42%0.10%0.01%
Philippines
20.68%2.16%10.44%0.18%0.01%
Poland
27.11%4.46%16.45%0.22%0.02%
Romania
16.38%3.00%18.34%0.14%0.02%
Russia
24.77%5.98%24.15%0.34%0.08%
Singapore
14.22%2.41%16.98%0.13%0.01%
Spain
34.81%4.64%13.34%0.25%0.01%
Ukraine
28.39%5.96%21.00%0.34%0.05%
United States
18.89%3.18%16.85%0.19%0.02%
Vietnam
25.41%3.24%12.74%0.09%0.01%
All22.86%3.71%16.23%0.21%0.02%

Average results by industry

Industry
Open rate 
Click-through rate 
Click-to-open rate 
Unsubscribe rate 
Spam rate 
Agencies
19.13%
2.38%
12.42%
0.17%
0.02%
Arts & Entertainment
30.00%
4.90%
16.32%
0.22%
0.02%
Automotive
31.28%
4.40%
14.06%
0.32%
0.02%
Communications
27.57%
5.99%
21.72%
0.13%
0.01%
Education
31.59%
5.04%
15.96%
0.25%
0.03%
Financial Services
25.05%
4.54%
18.13%
0.20%
0.02%
Health & Beauty
23.88%
4.15%
17.36%
0.26%
0.02%
Health Care
26.24%
3.97%
15.15%
0.24%
0.03%
Internet Marketing
18.41%
2.94%
15.99%
0.22%
0.02%
Legal Services
26.65%
2.60%
9.76%
0.22%
0.01%
Non-profits
33.86%
3.89%
11.48%
0.18%
0.02%
Publishing
33.29%
8.86%
26.61%
0.18%
0.02%
Real Estate
24.27%
2.85%
11.75%
0.20%
0.03%
Restaurants & Food
37.40%
5.02%
13.43%
0.26%
0.02%
Retail
21.82%
3.31%
15.18%
0.20%
0.02%
Sports & Activities
28.41%
3.91%
13.76%
0.23%
0.01%
Technology & High Tech
25.67%
3.54%
13.81%
0.25%
0.02%
Travel
22.79%
2.63%
11.52%
0.18%
0.01%
All
22.86%
3.71%
16.23%
0.21%
0.02%

Make it relevant and interesting – and get results!

When comparing your average email open and click-through rates, look at other companies within your industry.

Things like legal regulations, competition, or simply the nature of the industry will affect average performance.

In terms of industry trends, restaurants and food, non-profits, and publishers are still on top.

This suggests brands that send content about things we like and care about, will always have the most engagement.

At the same time, legal services, agencies, and healthcare have seen a drop. This could be because of their campaigns – or the nature of the industry.

If you’re seeing the same, take a look at what’s changed over the past two quarters. It could be as simple as how often you send emails – or how much (or little) you personalize them.

Either way, it’s a good idea to compare your average stats with your industry. You might spot an opportunity to outperform your competitors.

Mateusz Ruzik Product Manager @GetResponse

Landing page conversion

Industry 
Average conversion rate 
Agencies
6.10%
Arts & Entertainment
6.10%
Automotive
6.60%
Communications
10.78%
Education
5.40%
Financial Services
4.48%
Health & Beauty
6.76%
Health Care
4.42%
Internet Marketing
5.76%
Legal Services
11.56%
Non-profits
3.58%
Publishing
11.28%
Real Estate
5.53%
Restaurants & Food
8.21%
Retail
4.74%
Sports & Activities
9.49%
Technology & High Tech
6.55%
Travel
3.94%
All
6.05%

Use of double opt-in by industry

Industry
double opt-in 
single opt-in 
Agencies
6.08%
93.92%
Arts & Entertainment
10.02%
89.98%
Automotive
2.70%
97.30%
Communications
3.30%
96.70%
Education
13.45%
86.55%
Financial Services
11.00%
89.00%
Health & Beauty
8.19%
91.81%
Health Care
10.98%
89.02%
Internet Marketing
7.44%
92.56%
Legal services
4.48%
95.52%
Non-profits
20.91%
79.09%
Publishing
17.80%
82.20%
Real Estate
4.75%
95.25%
Restaurants & Food
8.17%
91.83%
Retail
5.35%
94.65%
Sports and Activities
11.87%
88.13%
Technology & High Tech
7.09%
92.91%
Travel
6.05%
93.95%


Number of newsletters per week

# of newsletters 
Open rate 
Click-through rate 
Click-to-open rate 
% of messages 
1
34.26%
4.88%
14.26%
49.01%
2
27.23%
3.53%
12.96%
19.50%
3
23.21%
2.92%
12.57%
9.32%
4
21.08%
2.74%
12.99%
5.50%
5
20.24%
3.02%
14.93%
3.93%
6
18.63%
2.30%
12.36%
3.01%
7
17.03%
2.16%
12.68%
3.04%
8
18.54%
2.40%
12.95%
1.58%
9
16.23%
2.04%
12.60%
1.09%
10
14.91%
2.12%
14.20%
0.91%
11
16.24%
3.16%
19.46%
0.66%
12
16.24%
2.19%
13.48%
0.66%
13
13.98%
2.37%
16.96%
0.51%
14
11.55%
1.92%
16.66%
0.87%
15
13.25%
2.01%
15.20%
0.41%

The fewer, the better

They say in sales, persistence pays off.

Is it also true for email marketing? Without knowing conversion rates, we say it’s email relevance that pays off. Why?

Your audience will reward you with higher open and click rates if you don't send more than five newsletters a week.

Bear in mind we’re only talking about percentages here. When analyzing your messages, you should also look at the total number of conversions.

It may turn out that sending one more message lowers your opens and increases unsubscribe rates. Or it could generate more conversions, outweighing the cost of getting new subscribers. This is especially true with high-value offerings, where each sale makes a big difference to revenue.

Przemysław Depka ProndzinskiSenior Account Manager @GetResponse

Number of autoresponders in a cycle

# of messages 
% of cycles 
Open rate 
Click-through rate 
Click-to-open rate 
Unsubscribe rate 
Spam rate 
1
34.50%
96.05%
39.29%
40.91%
0.82%
0.08%
2
11.04%
79.47%
24.74%
31.13%
0.86%
0.06%
3
7.78%
71.95%
21.54%
29.94%
0.69%
0.06%
4
6.59%
57.32%
13.76%
24.00%
0.73%
0.05%
5
6.27%
60.96%
15.86%
26.02%
0.70%
0.05%
6
4.92%
61.05%
13.35%
21.87%
0.61%
0.04%
7
5.12%
47.10%
10.97%
23.29%
0.51%
0.04%
8
4.88%
56.04%
13.51%
24.11%
0.51%
0.04%
9
3.06%
45.33%
11.77%
25.96%
0.49%
0.06%
10
3.10%
50.74%
10.24%
20.18%
0.61%
0.05%
11
2.14%
44.11%
8.49%
19.26%
0.48%
0.05%
12
2.14%
43.49%
9.69%
22.27%
0.50%
0.04%
13
1.55%
38.03%
5.84%
15.35%
0.43%
0.02%
14
1.98%
42.96%
8.21%
19.12%
0.45%
0.03%
15
1.63%
50.43%
11.51%
22.83%
0.48%
0.04%
16
1.31%
39.20%
7.67%
19.56%
0.38%
0.03%
17
1.11%
45.47%
9.77%
21.49%
0.47%
0.04%
18
0.87%
36.17%
7.22%
19.97%
0.55%
0.03%

Email opens and clicks over time

Opens by hour 
% of all message opens 
Cumulative % 
% of all message clicks 
Cumulative % 
0
18.72%
18.72%
28.14%
28.14%
1
9.11%
27.83%
8.70%
36.84%
2
6.41%
34.24%
6.02%
42.86%
3
4.95%
39.19%
4.69%
47.54%
4
3.90%
43.09%
3.67%
51.21%
5
3.20%
46.29%
3.03%
54.25%
6
2.68%
48.97%
2.58%
56.82%
7
2.35%
51.32%
2.52%
59.34%
8
2.06%
53.38%
2.13%
61.48%
9
1.85%
55.23%
1.83%
63.30%
10
1.69%
56.92%
1.70%
65.00%
11
1.56%
58.48%
1.58%
66.58%
12
1.46%
59.94%
1.45%
68.03%
13
1.37%
61.30%
1.35%
69.39%
14
1.28%
62.58%
1.28%
70.66%
15
1.18%
63.76%
1.15%
71.81%
16
1.08%
64.84%
1.06%
72.86%
17
1.01%
65.85%
1.02%
73.88%
18
0.96%
66.82%
0.95%
74.84%
19
0.95%
67.76%
0.94%
75.77%
20
0.95%
68.72%
0.94%
76.71%
21
0.98%
69.70%
0.99%
77.70%
22
1.01%
70.71%
1.01%
78.71%
23
0.97%
71.68%
0.93%
79.64%
24
0.89%
72.57%
0.77%
80.41%
25+
27.43%
100.00%
19.59%
100.00%

Average results by message type

Triggered

  • Open rate 46.53%
  • Click−through rate 10.98%
  • Click−to−open rate 23.60%
  • Unsubscribe rate 0.54%
  • Spam rate 0.05%

Autoresponder

  • Open rate 33.05%
  • Click−through rate 6.72%
  • Click−to−open rate 20.32%
  • Unsubscribe rate 0.36%
  • Spam rate 0.03%

Newsletter

  • Open rate 20.92%
  • Click−through rate 3.07%
  • Click−to−open rate 14.65%
  • Unsubscribe rate 0.19%
  • Spam rate 0.02%

RSS

  • Open rate 25.09%
  • Click−through rate 6.21%
  • Click−to−open rate 24.74%
  • Unsubscribe rate 0.10%
  • Spam rate 0.01%

Use of video

  • Open rate 29.60%
  • Click-through rate 6.62%
  • Unsubscribe rate 0.24%
  • Spam rate 0.03%
  • Open rate 36.99%
  • Click-through rate 8.13%
  • Unsubscribe rate 0.29%
  • Spam rate 0.02%
  • Open rate 9.79%
  • Click-through rate 2.41%
  • Unsubscribe rate 0.20%
  • Spam rate 0.02%

Other / None

  • Open rate 22.30%
  • Click-through rate 3.47%
  • Unsubscribe rate 0.21%
  • Spam rate 0.02%


Image-based vs. text-based emails

Has Graphic? 
% of messages 
Open rate 
Click-through rate 
Unsubscribe rate 
Spam rate 
YES
68.71%
25.16%
4.11%
0.22%
0.02%
NO
31.29%
17.80%
2.87%
0.19%
0.01%

Average results by list size

List size 
Open rate 
Click-through rate 
Click-to-open rate 
Unsubscribe rate 
Spam rate 
1,000 - 2,499
29.48%
5.32%
18.05%
0.33%
0.02%
2,500 - 4,999
24.44%
3.98%
16.30%
0.23%
0.02%
5,000 - 9,999
20.07%
3.14%
15.62%
0.17%
0.02%
10,000 - 24,999
17.25%
2.59%
15.02%
0.13%
0.01%
25,000 - 49,999
14.46%
1.80%
12.41%
0.11%
0.01%
50,000 - 99,999
13.85%
1.90%
13.72%
0.10%
0.01%
100,000+
12.91%
1.61%
12.49%
0.13%
0.01%
All
22.89%
3.78%
16.50%
0.22%
0.02%


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