Email marketing is a powerful tool for businesses to connect with their customers, promote their products or services, and drive sales. However, with so many emails flooding our inboxes every day, it can be challenging to know how your email campaigns stack up against your competitors. That’s where email marketing benchmarks come in.
Email marketing benchmarks are data points that businesses can use to measure the success of their email campaigns against industry averages. By tracking these benchmarks, businesses can identify areas where they need to improve and make data-driven decisions to optimize their email campaigns.
So, how does your business compare to industry benchmarks? Let’s take a look at some key email marketing benchmarks by industry.
E-commerce
The e-commerce industry has the highest email open rate of any industry, at 25.16%. The click-through rate for e-commerce emails is also high, at 4.19%. However, the unsubscribe rate is also relatively high, at 0.33%. This means that while e-commerce emails are effective at getting people to open and engage with them, they also have a higher risk of people opting out.
Nonprofits
Nonprofits have a lower email open rate than e-commerce businesses, at 20.39%. However, their click-through rate is higher, at 4.41%. The unsubscribe rate for nonprofits is also low, at 0.16%. This suggests that while fewer people may open nonprofit emails, those who do are more likely to engage with them.
Retail
The retail industry has a slightly lower email open rate than e-commerce businesses, at 22.66%. However, their click-through rate is higher, at 4.98%. The unsubscribe rate for retail emails is also relatively low, at 0.19%. This indicates that retail emails are effective at both getting people to open and engage with them.
Real Estate
The real estate industry has a lower email open rate than e-commerce, nonprofits, and retail, at 17.81%. However, their click-through rate is higher, at 5.15%. The unsubscribe rate for real estate emails is also low, at 0.17%. This suggests that while fewer people may open real estate emails, those who do are highly engaged.
Healthcare
The healthcare industry has the lowest email open rate of any industry, at 15.22%. However, their click-through rate is relatively high, at 3.61%. The unsubscribe rate for healthcare emails is also low, at 0.15%. This indicates that while healthcare emails may not be as effective at getting people to open them, those who do are still engaged.
What can businesses do to improve their email marketing benchmarks?
There are several strategies that businesses can use to improve their email marketing benchmarks. These include:
1. Personalizing emails – By using data to personalize emails, businesses can increase engagement and improve click-through rates.
2. Segmenting email lists – By segmenting email lists based on demographics or behavior, businesses can send targeted emails that are more likely to resonate with recipients.
3. A/B testing – By testing different subject lines, content, and calls-to-action, businesses can identify what resonates best with their audience and optimize their campaigns accordingly.
4. Implementing automation – By using automation tools to send triggered emails based on user behavior, businesses can increase engagement and conversions.
In conclusion, email marketing benchmarks are a valuable tool for businesses looking to improve their email campaigns. By tracking industry averages and optimizing their campaigns accordingly, businesses can increase engagement, conversions, and revenue.
