Open rate, Click-through rate, Bounces, Spam
We often ask ourselves the following question: how can we know if our open rate is good and relevant for our target audience?
And the answer to that question is tricky, because… it depends!
But what exactly does it depend on? Aren’t there average stats I can use as a benchmark? We analyzed a study published by Mailchimp on marketing emails to try to give you some answers.
Factors influencing email statistics
This study clearly shows that the expected statistics should not be the same at all depending on the business sector in which your company operates. The statistics are very different depending on whether the communication is B2B or B2C. Added to this are further differences depending on the industry, the line of business.
Indeed, for the same indicator such as the email open rate, you can range from an average of 15.22% for everything related to discount coupons and daily promotions, up to 28.46% for hobbies!
Another important variable is not mentioned in the study. If you are addressing customers (loyalty campaigns, etc.), responsiveness will be much higher than if you are addressing prospects.
Observed statistics, a benchmark for your campaigns
Here is a quick recap of the statistics you may observe on your marketing emails:
|
Industry |
Open |
Click |
Soft Bounce |
Hard Bounce |
Abuse |
Unsub |
|
Agriculture and Food Services |
24.71% |
2.98% |
0.58% |
0.43% |
0.02% |
0.29% |
|
Architecture and Construction |
24.78% |
2.90% |
1.50% |
1.08% |
0.03% |
0.36% |
|
Arts and Artists |
27.23% |
2.85% |
0.61% |
0.44% |
0.02% |
0.29% |
|
Beauty and Personal Care |
18.48% |
1.96% |
0.38% |
0.38% |
0.03% |
0.32% |
|
Business and Finance |
20.97% |
2.73% |
0.66% |
0.55% |
0.02% |
0.23% |
|
Computers and Electronics |
20.87% |
2.16% |
1.02% |
0.70% |
0.02% |
0.31% |
|
Construction |
22.10% |
1.95% |
1.56% |
1.20% |
0.04% |
0.43% |
|
Consulting |
19.54% |
2.26% |
0.92% |
0.71% |
0.02% |
0.29% |
|
Creative Services/Agency |
22.41% |
2.61% |
1.09% |
0.89% |
0.02% |
0.38% |
|
Daily Deals/E-Coupons |
15.22% |
2.39% |
0.10% |
0.07% |
0.01% |
0.10% |
|
E-commerce |
16.75% |
2.32% |
0.30% |
0.24% |
0.02% |
0.23% |
|
Education and Training |
22.00% |
2.63% |
0.55% |
0.46% |
0.02% |
0.20% |
|
Entertainment and Events |
21.21% |
2.33% |
0.49% |
0.41% |
0.02% |
0.28% |
|
Gambling |
18.75% |
3.35% |
0.39% |
0.46% |
0.03% |
0.17% |
|
Games |
20.82% |
3.33% |
0.44% |
0.50% |
0.02% |
0.25% |
|
Government |
26.33% |
3.62% |
0.48% |
0.39% |
0.01% |
0.13% |
|
Health and Fitness |
21.93% |
2.57% |
0.43% |
0.44% |
0.03% |
0.39% |
|
Hobbies |
28.46% |
5.13% |
0.31% |
0.24% |
0.02% |
0.23% |
|
Home and Garden |
23.82% |
3.47% |
0.57% |
0.40% |
0.03% |
0.37% |
|
Insurance |
21.56% |
2.11% |
0.76% |
0.82% |
0.03% |
0.26% |
|
Legal |
22.49% |
2.99% |
0.76% |
0.67% |
0.02% |
0.23% |
|
Manufacturing |
21.74% |
2.33% |
1.41% |
0.99% |
0.03% |
0.36% |
|
Marketing and Advertising |
17.81% |
1.92% |
0.77% |
0.61% |
0.02% |
0.28% |
|
Media and Publishing |
22.14% |
4.70% |
0.28% |
0.18% |
0.01% |
0.12% |
|
Medical, Dental, and Healthcare |
22.43% |
2.42% |
0.72% |
0.72% |
0.03% |
0.30% |
|
Mobile |
19.43% |
2.10% |
0.57% |
0.63% |
0.02% |
0.36% |
|
Music and Musicians |
22.86% |
2.84% |
0.56% |
0.42% |
0.02% |
0.29% |
|
Non-Profit |
24.98% |
2.76% |
0.49% |
0.40% |
0.02% |
0.19% |
|
Other |
23.06% |
2.81% |
0.78% |
0.60% |
0.02% |
0.28% |
|
Pharmaceuticals |
20.02% |
2.51% |
0.79% |
0.74% |
0.02% |
0.22% |
|
Photo and Video |
25.36% |
3.49% |
0.71% |
0.61% |
0.02% |
0.40% |
|
Politics |
22.23% |
2.17% |
0.42% |
0.38% |
0.03% |
0.21% |
|
Professional Services |
20.89% |
2.47% |
0.92% |
0.72% |
0.02% |
0.31% |
|
Public Relations |
20.12% |
1.64% |
0.80% |
0.60% |
0.01% |
0.21% |
|
Real Estate |
20.84% |
1.91% |
0.61% |
0.51% |
0.03% |
0.31% |
|
Recruitment and Staffing |
20.73% |
2.18% |
0.53% |
0.60% |
0.02% |
0.32% |
|
Religion |
26.46% |
3.11% |
0.19% |
0.17% |
0.01% |
0.13% |
|
Restaurant |
21.17% |
1.25% |
0.24% |
0.22% |
0.02% |
0.26% |
|
Restaurant and Venue |
21.71% |
1.33% |
0.53% |
0.45% |
0.02% |
0.42% |
|
Retail |
20.96% |
2.50% |
0.35% |
0.30% |
0.02% |
0.28% |
|
Social Networks and Online Communities |
21.71% |
3.33% |
0.37% |
0.29% |
0.02% |
0.23% |
|
Software and Web App |
20.95% |
2.29% |
1.06% |
0.85% |
0.02% |
0.39% |
|
Sports |
25.41% |
3.19% |
0.46% |
0.41% |
0.02% |
0.29% |
|
Telecommunications |
21.57% |
2.43% |
1.13% |
0.92% |
0.02% |
0.27% |
|
Travel and Transportation |
20.69% |
2.17% |
0.65% |
0.48% |
0.02% |
0.24% |
|
Vitamin Supplements |
17.26% |
1.80% |
0.28% |
0.22% |
0.03% |
0.25% |
