Email Marketing Benchmarks Revealed

Campaign Monitor analysed billions of emails sent by Australian organisations and other global government organisations.

The analysis were made across millions of campaigns in order to find the industry benchmarks.

These industry benchmarks demonstrate the numbers load up against the average, showing the area of improvement and where the campaigns excel. It also aids see the most engagement and conversions of your subscribers.

EMAIL OPEN RATE

Email open rate is the percentage of total emails that open when reached an inbox. The open rates can vary from campaign form campaign depending on the content and the subject line.

Global

• The average email open rate for all industries: 17.8 per cent
• The best day for highest email open rate: Tuesday 18.3 per cent
• The worst day for lowest email open rate: Saturday 17.5 per cent

Top industry by open rate

1. Government: 30.5 per cent
2. Non-profit: 25.2 per cent
3. Education: 23.4 per cent

Australia

• The average email open rate for all industries: 19 per cent
• Best day for highest email open rate: Tuesday 19.7 per cent
• Worst day for lowest email open rate: Saturday 17.9 per cent

Top industry by open rate

1. Automotive and Aerospace: 37.4 per cent
2. Government: 30.8 per cent
3. Education: 30.5 per cent
4. Construction, Contracting, & Manufacturing: 28.1 per cent

EMAIL CLICK-THROUGH RATE

Email click-through rate is the total number of subscribers who click on the on the image or link in all emails that have been delivered. The click-through rate shows you what images, topics, copy, and CTAs lead to the greatest amount of site traffic and engagement. It allows you to deliver content that interests your subscribers.

Global

• The average email click-through rate for all industries: 2.6 per cent
• The best day for highest email click-through rate: Sunday, Monday, Tuesday, Thursday, and Friday 2.6 per cent
• The worst day for lowest email click-through rate: Wednesday and Saturday 2.5 per cent

Australia

• The average email click-through rate for all industries: 2.7 per cent
• Best day for highest email click-through rate: Sunday and Tuesday 2.8 per cent
• Worst day for lowest email click-through rate: Saturday 2.5 per cent

EMAIL CLICK-TO-OPEN RATE

Email click-to-open rate is the percentage of people who click somewhere in your sent email out of the total number of opens. It will have higher percentage than the click-through rate as it measures the people who click out of a smaller number of people.

It measures how effective your email is since it’ll collect how many people were inspired to visit your site directly by that email.

Global

• The average email click-to-open rate for all industries: 14.3 per cent
• The best day for highest email click- to-open rate: Thursday and Friday 14.4 per cent
• The worst day for lowest email click- to-open rate: Sunday 14.2 per cent

Top industry by click-to-open rate

1. Real Estate, Design and Construction Activities (17.7 per cent)
2. Agriculture, Forestry, Fishing and Hunting (17.1 per cent)
3. Media, Entertainment, and Publishing (16.9 per cent)

Australia

• The average email click- to-open rate for all industries: 14.1 per cent
• Best day for highest email click- to-open rate: Sunday, Monday, Wednesday, and Thursday 14.2 per cent
• Worst day for lowest email click- to-open rate: Saturday 13.8 per cent

Top industry by click-to-open rate

1. Media, Entertainment, and Publishing (20.3 per cent)
2. Real estate, Design, and Construction activities (17.3 per cent)
3. Education (16.0 per cent)
4. IT, Technology, and Software Services (15.3 per cent)

EMAIL UNSUBSCRIBE RATE

Email unsubscribe rate is the percent of people who have opt out of receiving emails from you. The unsubscribe rate can help you understand the if certain topics or content makes your audience disinterested.

Global

• The average email unsubscribe rate for all industries: 0.1 per cent
• The best day for lowest email unsubscribes rate: Sunday, Monday, Wednesday, Thursday, Friday, and Saturday 0.1 per cent
• The worst day for highest email unsubscribes rate: Friday, Saturday 0.8 per cent

Australia

• The average email click- to-open rate for all industries: 0.2 per cent
• Best day for lowest email click- to-open rate: All days were 0.2 per cent
• Worst day for highest email click- to-open rate: All days were 0.2 per cent

EMAIL BOUNCE RATE

Email bounce rate is the percentage of emails to subscribers that couldn’t be delivered due to permanent or temporary issues.

Global

• The average email click-to-open rate for all industries: 7 per cent
• The best day for lowest email bounce rate: Wednesday 0.6 per cent
• The worst day for highest email bounce rate: Tuesday 0.2 per cent

Australia

• The average email click- to-open rate for all industries: 0.9 per cent
• Best day for lowest email bounce rate: Saturday 0.7 per cent
• Worst day for highest email bounce rate: Tuesday 1.0 per cent

The email deliverability of your company will impact everything from your open rates to clicks and conversations since it measures your aptitude to deliver emails to your subscribers’ inboxes. There can be negative impact on your deliverability due to poor engagement, bounces, and being marked as spam will lower the number of your sent emails to your subscribers.