In this post, we will discuss Benchmarks For Email Marketing 2024
Email marketers have had a crazy couple of years.
Granted, you can say that about almost anything, but it feels especially true in the field of email marketing, where we’ve seen some staggering numbers and massive technological advancements.
Using this 2022 Email Marketing Benchmarks Report, I am here to help you make sense of it all. This analysis will show you how your emails should perform in comparison to those in your industry, as well as what you can do to enhance those numbers.
If you’re concerned about whether your click-through rates (CTR) seem to be too weak or if your unsubscribe rate has increased, then this report has the solution.
I will also go over some recommended practices for increasing engagement and evaluating your results as the year progresses.
How Did We Collect Our Data?
If you’re not familiar with the CM Group, Campaign Monitor is one of their brands. We are one of the world’s largest email marketing organizations when we work together.
We studied nearly one hundred billion emails sent throughout our platforms in 2022 for this study, providing you with the most complete benchmark data & email marketing statistics available.
Let’s have a look at what we’ve got.
Industry-specific email benchmarks
We’re frequently asked what constitutes a good email open rate or click-through rate. The quick answer is that it is debatable. As you can see, critical engagement indicators can vary a lot depending on your sector and other things.
| Industry | Open Rates | Click-Through Rates | Click-To-Open Rates | Unsubscribe Rates |
| Advertising & Marketing | 20.5% | 1.8% | 9.0% | 0.2% |
| Agriculture, Forestry, Fishing, Hunting | 27.3% | 3.4% | 12.5% | 0.3% |
| Consumer Packaged Goods | 20% | 1.9% | 11.1% | 0.1% |
| Education | 28.5% | 4.4% | 15.7% | 0.2% |
| Financial Services | 27.1% | 2.4% | 10.1% | 0.2% |
| Restaurant, Food & Beverage | 18.5% | 2.0% | 10.5% | 0.1% |
| Government & Politics | 19.4% | 2.8% | 14.3% | 0.1% |
| Healthcare Services | 23.7% | 3.0% | 13.4% | 0.3% |
| IT/Tech/Software | 22.7% | 2.0% | 9.8% | 0.2% |
| Logistics & Wholesale | 23.4% | 2.0% | 11.7% | 0.3% |
| Media, Entertainment, Publishing | 23.9% | 2.9% | 12.4% | 0.1% |
| Nonprofit | 26.6% | 2.7% | 10.2% | 0.2% |
| Other | 19.9% | 2.6% | 13.2% | 0.3% |
| Professional Services | 19.3% | 2.1% | 11.1% | 0.2% |
| Real Estate, Design, Construction | 21.7% | 3.6% | 17.2% | 0.2% |
| Retail | 17.1% | 0.7% | 5.8% | 0.1% |
| Travel, Hospitality, Leisure | 20.2% | 1.4% | 8.7% | 0.2% |
| Wellness & Fitness | 19.2% | 1.2% | 6.0% | 0.4% |
| Average Totals | 21.5% (+3.5%) | 2.3% (-0.3%) | 10.5% (-3.6%) | 0.1% (-) |
The above data is taken from campaignmonitor
It’s simple to see certain trends in these indicators since they correlate to events from the previous year. The Education industry, for instance, has the greatest open rate of 28.5 percent as well as the maximum click-through rate of 4.4 percent.
This makes sense because, for things like COVID policies, schools have to engage with their parents and kids more than ever previously.
Government & Politics had been ranked first in our previous survey, which takes into account that 2020 was a crucial election year for the United States.
The retail industry is one to keep an eye on. It has the poorest open rate among industries (17.1%) and the largest year-over-year increase in open rate, up 4.5 percent.
With a click-to-open rate of 17.2 percent, Real Estate, Design, and Construction is undoubtedly enjoying the real estate market boom in the year 2021.
Mail Privacy Protection is having an impact.
- While the differences in median open rate (up 3.5 percent year-over-year) & click-to-open rate ( which is down by 3.6 percent) may not appear to be substantial on the surface, they are important! There’s a purpose for it.
- For all those unaware of Mail Privacy Protection, it’s a new privacy feature from Apple that was announced in September 2021 and allows customers further control over the data in their mailbox.
- Through pre-fetching (or downloading) an email as well as its images (including each email’s tracking pixels), MPP effectively prevents open rate tracking. MPP is artificially increasing open rates for any user who already has subscribed to this new feature by classifying an email as accessed in this way. Check out this guide for more information on MPP.
- It’s easy to see how MPP affects open rates simply by looking at the numbers year over year. But when you look at it on a month-by-month scale, it becomes even clearer.
- After the developer beta of iOS 15 was published on June 7th, there was a slight increase in open rates. Then on June 30th, the public beta was released. Then, on September 20th, when iOS 15 was made public, we witnessed a significant increase in open rates.
This is something we’ll probably see more of as consumers continue to use the function, so it is interesting to keep a watch on as we approach 2022.
Check out our piece about the prospect of open rates for additional information about MPP.
- Day-by-day email benchmarks
Every marketer claims to know the optimum day to send an email, however, do they really have the evidence to back up their claims? Check whether you have been sending on the appropriate days during the previous year.
- When is the best time to send marketing emails?
By examining email stats by day, it appears that there isn’t a lot of variation in how emails would perform on different days. Weekdays, as expected, perform best, with the weekend having the lowest engagement figures.
- Monday is the best day for email open rates (22.0 percent )
- Tuesday is the best day for click-through rates (2.4 percent )
- Wednesday and Tuesday are the days with the highest click-to-open rates (10.8 percent )
- Throughout the week, the rate of email unsubscribes was nearly identical (0.1 percent )
Sending promotional emails on the worst days
The lowest-performing days for sending, according to the world average by the day given above.
- Sunday is the worst day for email open rates (20.3 percent )
- Saturday and Sunday are the worst days for click-through rates (2.1 percent )
- Friday, Saturday, and Sunday are the worst days for click-to-open rates (10.1 percent )
- While this information is important from an academic standpoint, you should carefully evaluate your own audience and do email tests before removing entire days from your campaign schedule.
Benchmarks for email by region
Comparing email standards by location and seeing how subscribers throughout the planet respond to email can be fascinating. Though there aren’t major disparities in participation between locations, there are some interesting variables to consider.
The Asia-Pacific (APAC) zone has the highest overall engagement rates, as well as the highest unsubscribe rates. Subscribers in this region are clearly interested in email marketing, but they’re also cautious about who they let into their inboxes.
Quick Links:
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How can your email marketing analytics Be improve?
Increase the number of people who open your emails
“How can I enhance my email open rates?” is one of the most popular queries we get from marketers. While MPP has obscured the precision of open rate as a statistic, this does not mean we should abandon best practices for open rate.
We propose taking a methodical strategy that emphasizes offering benefits to your subscribers, interacting with subscribers when they would like to be communicated by you, and always following through on your messages’ promises.
Here are some suggestions for increasing the email open rate of your brand:
- Make your subject lines more interesting.
- Preheader text can be used to evaluate the length of the subject line, tone, and content.
- Verify the sender’s contact details (for example, the firm name vs. the CEO’s name).
- Send time, send cadence, and send day should be put to test (eg. daily vs. weekly)
- Personalization and segmentation ensure relevant content.
- Increase the number of people who open your emails by increasing the click-through rate (CTR)
- When we discuss click-through rates, we’re really talking about how engaged your subscribers are with each component of your email. We can observe what parts of the message were very effective, such as prominent hyperlinks, captivating graphics, and strong CTAs.
Your click-through rate tells you how many of your overall subscribers visit your website and then convert to email subscribers. When you compare your email’s click-to-open rates, open rates & click-through rates, you can see where your email marketing strategy is falling short.
Here are some suggestions for increasing your click-through rate:
- Create stronger segmentation to ensure that the most suitable content is always sent.
- Modify your template or start from scratch by creating a new one.
- Maintain your brand’s tone of voice throughout your communications.
- Concise content and better design will help you improve your calls to action.
- To get users’ attention, offer significant incentives. Keep in mind your subject line appropriately matches the substance of your emails.
- A/B testing is a way to see what works and what doesn’t.
- Increase the number of people who open your emails by increasing the click-through rate (CTOR)
- CTOR is a useful metric for determining how engaging your material is for your subscribers. A larger percentage of your viewers will want to learn more by clicking through if your links, design, copy, and overall content are fascinating.
CTOR could be a little distorted as a result of MPP, but it’s still worth monitoring. A significant click-to-open rate indicates that the material is compelling and that the calls to action are strong.
Here are a few pointers to help you enhance your email open rate:
- Ensure your email looks well on all devices.
- To segment and personalize, collect the relevant data.
- Improve the look and feel of your emails.
- Include an enticing, simple-to-click call to action.
- Each email element should be A/B tested separately.
- Scale what works by automating your emails.
- Reduce the number of people who unsubscribe.
- Unsubscribing from emails is done for a multitude of reasons. It’s possible that you’re sending excessive messages or that you’re experiencing a formatting problem. Some of your viewers may have unintentionally joined up and are simply not interested anymore.
While it may seem paradoxical, not having these unengaged contacts on your subscriber list is actually beneficial for your email marketing. They’re most likely causing your email performance to suffer because they don’t open or click on your messages.
That does not, however, imply that you want a major outflow of your mailing lists’ subscribers. The goal should be to improve your sender reputation whilst keeping your lists interested.
Here are some suggestions for lowering your unsubscribe rate:
- Begin by making a healthy list.
- Inquire as to why subscribers have stopped reading.
- Develop long-term brand engagement using automation.
- To deliver more relevant emails, segment your audience.
- Re-engage your readers to keep your mailing list clean.
- It’s important to keep in mind that certain list churn is natural and good.
- Reduce the number of emails that bounce.
One of the most aggravating components of email marketing is bounced email addresses. Fortunately, there are a few measures you can take to ensure that your emails reach your recipients’ inboxes.
Here are some suggestions for lowering the bounce rate of your email:
- Sending to obsolete email lists is not a good idea.
- Purchased email lists should never be used.
- Remove any email addresses that are no longer valid.
- Use a validated opt-in method.
- Free webmail addresses should never be used.
- Stay away from spammy stuff.
- Previous bounces should be avoided.
- Enhance the delivery of your emails
- Deliverability is a common problem amongst marketing professionals; you can do everything right when creating high-quality content but still have trouble getting it in front of your target audience.
ISP difficulties, bounces, bulking, spam issues, and throttling all harm your deliverability, reducing the number of emails that reach your subscribers’ inboxes.
As a result, from open rates to clicks to spam complaints, everything is affected by deliverability, therefore prioritizing this will have a significant impact on your email marketing performance.
Here are some pointers to help you increase the deliverability of your emails:
- Use custom authentication when sending.
- Using a double opt-in instead of a single opt-in
- Make unsubscribing as simple as possible.
- Use URL shorteners sparingly.
- Mailing them from a no-reply email account is not a good idea.
- Don’t send too many photos in your emails.
Email is still very much alive, as it always has been. Email marketing continues to work admirably, generating significant returns for organizations all around the world. When it comes to measuring the performance of your marketing strategies, holding your data and communicating with clients where they would seem to be in their inboxes—can be big considerations.
Customers frequently tell me that they understand the workings of email marketing, but they’re not sure how to use it to get the outcomes they require to expand their business. With these metrics, you can assess how your email approach stacks up against the competition and where a tad extra time and effort will provide the best results.
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