If you’re an Olympic runner, it’s great to beat your personal best time. But your own time means nothing unless you compare it with the other runners in the race.
In the same way, you need to know the average performance metrics of similar companies to gauge your own success.
Every week you open your dashboard with anticipation to see if your email campaign is performing well. Among the most important metrics that you look at first are your open, bounce, click and unsubscribe rates. These stats help you determine if your emails are breaking through and resonating with your subscribers.
MailerLite has analyzed these metrics across every industry to help you establish realistic benchmarks for your campaigns. Every industry has a different email marketing success rate, so it is important that you compare your performance with companies in the same industry.
|Industry||Opened %||Clicked %||Unsubscribed %||Bounced %|
|Agriculture and Food Services||27.43%||4.15%||0.29%||0.52%|
|Travel and Transportation||30.69%||7.03%||0.26%||0.71%|
|Arts and Artists||22.20%||3.92%||0.41%||0.38%|
|Home and Garden||25.89%||5.80%||0.24%||0.40%|
|Photo and Video||23.58%||4.32%||0.27%||0.47%|
|Media and Publishing||21.47%||4.01%||0.29%||0.27%|
|Software and Web App||20.85%||1.36%||0.42%||0.62%|
|Education and Training||23.69%||3.68%||0.29%||0.50%|
|Recruitment and Staffing||17.64%||2.77%||0.34%||1.14%|
|Entertainment and Events||16.12%||2.44%||0.33%||0.34%|
|Architecture and Construction||17.34%||1.96%||0.47%||3.97%|
|Beauty and Personal Care||21.35%||2.72%||0.49%||0.65%|
|Health and Fitness||18.63%||3.30%||0.27%||0.34%|
|Music and Musicians||12.09%||1.41%||0.22%||1.03%|
|Medical, Dental, and Healthcare||23.46%||3.62%||0.42%||1.19%|
If your current metrics are falling below the industry standards, don’t worry! We are passionate about providing the tools to help you succeed in email marketing. Our features are designed for any type of user no matter your skill level.
Here are five ways you can start increasing your open and click rates today.
Read More: 5 ways to use email segmentation
Watch Video: Email automation made easy
Read More: How to make your CALL TO ACTION stand out
By understanding these industry standard benchmarks, you can set smarter campaign goals and work to improve your email tactics.
Editor's note: This post was originally published in February 2018 and has been updated with 2018 benchmark data.
For those companies that are exceeding these benchmarks, what is your secret? We’d love to hear how you are winning with email marketing!
Hi, my name is Jonas. I’m not the 4th Jonas Brother, but I do write content for MailerLite (which is similar to being a teen heartthrob). After writing for a bunch of companies over the years, I discovered my professional passion—helping add some humanity to B2B marketing. Email is the perfect place to start!