Email service provider Campaign Monitor has released its annual global email benchmarks report, offering marketers a glimpse into email marketing performance across industries.
Government organizations topped the list as having the highest open rates of over 30% — an increase of nearly 11% over the course of 2019. The Automotive and Aerospace industry had the lowest open rates of only 12.6%, down from 17% last year.
Why we care
For marketers, the ability to measure the effectiveness of your brand’s email marketing program is essential for successful campaigns. The report provides insights that will help organizations understand how they match up against their peers and competitors across different industries, highlighting key areas for growth in email marketing programs.
“Marketing has evolved to become a data-driven discipline, and marketers need to actively measure the effectiveness of their campaigns and programs,” said Lane Harbin, director of marketing at Campaign Monitor. “Campaign Monitor’s annual global email marketing benchmarks report gives marketers a resource to see how their performance stacks up globally and within their industry in key areas, such as email opens, click-through, click-to-open, unsubscribe and bounce rates. Savvy marketers can use this information to quickly double down on areas where they are excelling and determine what they need to make improvements in 2020.”
More on the news
The following email marketing benchmarks were drawn from Campaign Monitor’s global data:
- Average open rate: 17.8%
- Average click-through rate: 2.6%
- Average click-to-open rate: 14.3%
- Average unsubscribe rate: 0.1%
- Average bounce rate: .07%