Updated · Jul 19, 2022
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In digital marketing, email marketing metrics are crucial to understanding the functionality and relevance of emails in their modern context.
Their significance within advertisements and marketing cannot be overlooked, with a predicted 3.3 billion email users in the year 2023. We’ll demonstrate to you below the importance of a good open rate for email and how to effectively increase it.
It’s not easy to run an email marketing campaign with a high success rate. Statistically, the average email open rate is between 15 and 25%. Of course, the rates vary by industry.
An example of an excellent open rate for email would be the 125% increase recorded by media platform Morning Brew - a result of optimizing their mail advertising strategies.
An email benchmark refers to the criteria on which the success of online advertising (email) campaigns hinge. They are:
The average email open rate benchmark for 15 different industries is highlighted below. Check them out to make relevant comparisons:
As you can see, the industries with the lowest rates are professional services, beverages & food, and retail.
So, people are less likely to open an email about food than logistics. This could lead food retailers to consider other forms of marketing besides email marketing to create more meaningful brand awareness.
It might surprise you to learn that some days are better for email and content marketing than others. Here are the daily email open rates for all industries combined:
From the above, it would appear that the average open rate for email is highest on Tuesdays, followed closely by Mondays.
Furthermore, statistics show that the best email marketing average open rate regarding the time of day is between 10 am and 1 pm. It seems like people are more likely to read emails when they’re on a lunch break or just after they settle back down to work.
Another interesting fact is that more than 20% of emails are opened within the first hour of delivery. After that hour, the number drops drastically to less than 1%.
Market research has shown that the worst days for this type of marketing are Saturdays and Sundays by at least a few percentage points.
Perhaps this is because most people are off work and engaged in other activities - away from the computer and emails.
On weekends, most people would rather take a break from work. At this time, the average individual is occupied with family or recreational activities. However, for certain industries, open rates for emails on weekends could prove to be worth it. This is mainly because the average person receives more mail on weekdays than weekends.
Thus, despite email marketing statistics indicating otherwise, you might be inclined to experiment with sending emails during the weekends. This way, you can take advantage of the reduced competition to reach your target market.
Click-through rate is a distinct phrase in internet marketing. It calculates the number of clicks you get in a social media marketing campaign, on a particular ad, against the amount of impressions.
The average CTR (click-through rate) is between 2% and 5%. If an industry has a high average click-through rate, it means that people are more likely to click and open related ads. Here are some average email click-through rates for some major industries:
From the above, you can see that the email CTR average of industries involved with education, health, and government are among the highest.
If your bounce rate is low, you need new marketing techniques. In simple terms, it’s the level at which your emails fail to deliver to the intended recipients, that is, your subscribers.
These metrics can help you understand why your email campaign isn’t as effective as you expect when going through the average email bounce rate for various industries.
There are two kinds - the soft and hard bounce. In the case of the former, the email fails to deliver because of a full inbox or server downtime. On the other hand, the latter occurs because of a wrongly-spelled email address or a suspended one.
Here are some email industry benchmarks regarding bounce rates:
The average email bounce rate is 0.7%, with some of the lowest among the food, consumer goods, and automotive industries. The highest rates belong to wholesale & logistics, real estate, and financial services.
The unsubscribe rate is the extent to which people click to do precisely that. It’s useful to monitor this aspect of your digital marketing campaigns. It can help you determine whether or not people find your content interesting and engaging.
Below is the average unsubscribe rate benchmark for 15 different industries:
The rate is relatively uniform across all industries without any significant differences.
With email open rates, you need to consider the specifics of all market segments to deliver value.
If you’ve had poor rates in the past, don’t worry! Here are some tips:
With this invaluable information, you’ll know the amount of visitors you’re getting on your website and which ones are converting.
Below are some tips that will help boost your email click-through rate:
When considering the benchmark and overall email marketing statistics, it’s expected that a certain percentage of individuals will unsubscribe.
To some extent, consumer behavior regarding subscriptions relies on the strength of the commercial message. When you discover that your list is dwindling at an alarming rate, it’s time to reconsider your strategies.
You may want to do the following:
A bounced email does more than just affect your average email delivery rate - it’s not good for your reputation. Once your email bounce rates start getting up there, it’s time to consider some of the following steps:
This is simply, as the name implies, the ability to successfully send and deliver emails. Several factors affect average email deliverability, including click-through rate, campaign open rate, conversion rate, bounce rate, and unsubscribe rate.
If emails aren’t delivering for whatever reason, you can opt to use other means of marketing, such as:
However, you can be unpleasantly surprised by the total cost per impression as they aren’t free.
You should consider implementing these strategies when your email deliverability rate is low:
If you want to gain more control of your marketing strategy, you can use autoresponders. With them, your average email marketing response rates increase, which will, in turn, boost your email marketing click through rates.
As an enterprise, you should focus on improving your B2B email open rates, not just campaigns to individuals. Knowing what is a good open rate for email and the average CTR are vital to the success of your marketing strategy. As long as you follow the techniques I’ve highlighted in this article, you can’t go wrong!
Yes, very much so! A high email open rate average means that people are curious about your content and want to engage.
Generally, a good open rate should be between 12% and 25%. What is a good open rate for email messages, however, can only be answered by considering the relevant industry.
Click rate is a percentile measure of individuals who clicked on an image or a link in your email. It’s another name for click-through rate.
The average CTR for email campaigns is 2.6%.
Deyan Georgiev
Deyan has been fascinated by technology his whole life. From the first Tetris game all the way to Falcon Heavy. Working for TechJury is like a dream come true, combining both his passions – writing and technology. In his free time (which is pretty scarce, thanks to his three kids), Deyan enjoys traveling and exploring new places. Always with a few chargers and a couple of gadgets in the backpack. He makes mean dizzying Island Paradise cocktails too.
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