Email Benchmarking Top Tips

For email marketing you should be looking at the following benchmarks. The only statistic that really counts though is click through rate. Don’t forget to also add in your Call To Action conversions.


Open rates

Click-through rates (CTR)

Unsubscribe rates

Click-to-open (CTO) rates

Unsubscribe-to-open (UTO) rates

Opens by device



Once you start collecting your own data, you will find it useful to compare against industry averages. A simple search online with phrases such as ’email marketing benchmark by industry’ will provide links through to really useful data from organisations such as Mailchimp and Econsultancy.


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