Ilma from MailerLite

Ilma2 min readTips & ResourcesJune 27, 2014

Email marketing benchmarks

Email marketing benchmarks

“Delivery rate of “only” 99%? Open rates barely scrape by 30%? Click-throughs are in single digits? You must be kidding me!”

While at first glance seeing that only 4% of your subscribers clicked on a link in newsletter might be depressing, you should put things in the context.

Did you know how many clicks you would have gotten on AdWords? Google says the average is around 2%. What about banner ads? 0.2-0.3%! Facebook? Even worse, 0.051%!

Just a few numbers can change perception entirely. For this reason, we thought you might be interested to learn about the latest trends in email marketing.

A new email report from Silverpop gives a useful insight in this regard, as it offers benchmark data from nearly 3,000 brands from 40 countries.

If around 20% of recipients open your emails and 3% of them click on the links, you are doing a good job. (TWEET THIS)

Healthcare, nonprofits, education and consumer services are the industries that have the highest average open rates (above 25%) and click-through rates (above 4%). Travel and media are the lowest performers.

Unique open rate by industry

Click-through rate by industry

P. S. If you want to have 100% open rate, email your mother. (TWEET THIS)