Email Marketing Industry Benchmarks: How Does Your Campaign Measure Up?
Email marketing is still one of the most effective and reliable ways to reach out to your audience. But are you getting the most out of your campaigns? To find out, let’s take a look at some industry benchmarks and see how your email marketing stacks up.
Open rates
The open rate is the percentage of subscribers who open your emails. According to recent studies, the average open rate across all industries is around 20%. However, some industries perform better than others. For example, the non-profit industry has an average open rate of around 25%, while the retail industry averages around 17%.
If your open rate is lower than the industry average, it may be time to rethink your subject lines or your overall email strategy. Try A/B testing different subject lines to see what resonates best with your audience.
Click-through rates
The click-through rate is the percentage of subscribers who click on a link within your email. The average click-through rate across all industries is around 2.5%. However, some industries perform better than others. The travel industry has an average click-through rate of around 4%, while the healthcare industry averages around 1%.
If your click-through rate is lower than the industry average, it may be time to rethink the content of your emails. Are you providing enough value to your subscribers? Are your calls to action clear and engaging?
Conversion rates
The conversion rate is the percentage of subscribers who take a desired action (such as making a purchase) after clicking on a link within your email. According to recent studies, the average conversion rate across all industries is around 3%. However, some industries perform better than others. The media and publishing industry has an average conversion rate of around 8%, while the automotive industry averages around 1.5%.
If your conversion rate is lower than the industry average, it may be time to rethink your landing pages or your overall email strategy. Are you providing enough information and value to your subscribers? Is your call to action clear and compelling?
Unsubscribe rates
The unsubscribe rate is the percentage of subscribers who opt out of receiving future emails from you. The average unsubscribe rate across all industries is around 0.5%. However, some industries have higher unsubscribe rates than others. The retail industry has an average unsubscribe rate of around 0.7%, while the financial services industry averages around 0.2%.
If your unsubscribe rate is higher than the industry average, it may be time to rethink the frequency or content of your emails. Are you sending too many emails? Are you providing enough value to your subscribers?
In conclusion, by comparing your email marketing metrics to industry benchmarks, you can get a better understanding of how your campaigns are performing and where you can improve. Remember to always provide value to your subscribers, keep your content relevant and engaging, and test different strategies to see what works best for your audience.
