The Most Important Email Marketing Benchmarks in 2022

The Most Important Email Marketing Benchmarks in 2022
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How do you evaluate the effectiveness of your email marketing campaigns? Or are you even tracking the results of your campaign? This guide to email marketing benchmarks can help you figure out which side of the fence you’re on. Continue reading if you wish to increase your business’s performance year over year and campaign over the campaign by developing stronger email marketing techniques. We’ll go over the most crucial email marketing metrics to keep track of in order to acquire the results you need to keep your business growing.

Email Marketing Benchmarks You Need to Track Now:

The Importance of Email Marketing Benchmarks

Open rates, click-through rates, bounce rates, and other metrics will be discussed in this guide to email marketing benchmarks. However, you might be wondering why email marketing benchmarks are so important.

To begin, following your email marketing benchmarks will reveal whether or not your subscribers are truly engaged with your business. If your open rates are low, your email marketing list may need to be cleaned up to remove subscribers who aren’t interested in what you’re saying. Yes, it appears paradoxical after all of your efforts to build your email list. Maintaining a list of exclusively engaged subscribers, on the other hand, will increase your email marketing metrics. And, because the people on your list genuinely want to be there, you’re more likely to turn them into customers.

This guide’s email marketing benchmarks will also show you how you stack up against your competition. These benchmarks will vary by industry, but you may compare your benchmarks to those in your industry to get a better picture of how your email marketing success compares to that of your competitors. After that, you may take actions to enhance your email marketing benchmarks and blast your competition out of the water.

The bottom line is that if you want to execute successful email marketing, you must understand how your emails are doing. You won’t know how your campaigns are doing or how your email marketing methods compare to others in your sector unless you track and measure your data as stated in this guide to email marketing benchmarks. Additionally, you may track your email benchmarks over time to guarantee that you’re always improving.

In this tutorial, we’ll go through some email marketing benchmarks that you can use to ensure that your email marketing campaigns are performing as expected. Are you ready to discover which email marketing benchmarks you should monitor? Let’s get started.

Benchmarks to Watch in Email Marketing

Your organization is unlike any other. Even your most direct competitors will differ from you since, well, they aren’t you. That implies you must set goals and objectives that are appropriate for your company. You don’t have to keep track of every email marketing metric. Instead, keep track of the people who matter to you. We’ll offer 9 regularly tracked benchmarks in our email marketing benchmarks guide that you can use to develop your email marketing plan.

Open Rate

Email open rates are undoubtedly one of the most closely monitored email marketing metrics. Simply divide the number of opens by the number of emails sent to obtain your open rate for an email marketing campaign (subtracting the number of bounces). The formula is as follows, albeit your email marketing agency should calculate this data for you:

The average email open rate is 17.8% across all industries. If your open rate is lower, it could be due to a variety of things. To begin with, it’s possible that your subject lines aren’t engaging enough to persuade subscribers to click. Keep your subject lines short, snappy, and individualised to improve your results. The goal of a subject line is to spark the reader’s curiosity and get them to open and read your email by promising them something wonderful. To help you write highly clickable subject lines, check out these email subject line tips.

When your open rates are low, another item to consider is your email list. When was the last time you swept it? Are you segmenting your list and providing personalised messages to each segment? Perhaps your email address has been added to a spam list?

Take a look at total opens versus unique opens if you want to learn more about your open rates. This indicates whether a subscriber only opened your email once or returned to it several times. This is useful information to have when determining where leads are in the buyer’s journey so that you can tailor your message to the appropriate stage of your marketing funnel.

Click-Through Rate(CTR)

The percentage of receivers that click on a link in your email is known as your email click-through rate (CTR). The average CTR across industries is 2.6 percent, according to Campaign Monitor. You can do it yourself by dividing the number of recipients that clicked a link in your email by the total number of emails sent. Here’s how it works:

CTR is the email marketing metric that helps marketers determine whether their content is intriguing, engaging, and compelling enough to entice subscribers to click. It’s fantastic if your CTR is greater. That suggests your CTAs are motivating your readers to take action. Don’t be discouraged if your click-through rates are low. Here are some suggestions for improving them.

# CTA Placement

According to a study published in the Journal of Marketing Communications, links at the top left of an email newsletter have more impact than links in the top right. This makes sense when you consider that when we read, our eyes instinctively begin in the upper left corner. Then we move in a Z pattern down the page. For those whose languages flow left to right, it’s like reading a book.

# Number of CTAs

It’s a balancing act to figure out how many calls-to-action to include in your emails. On one side, you want to make sure your subscribers don’t miss your call to action. On the other hand, you don’t want to use so many CTAs that your viewers are confused. Keep your email marketing strategies focused on a single objective. There will only be one CTA. What is the most crucial thing you want your recipients to do after reading this email? That is your call-to-action.

Click-to-Open Rate(CTOR)

The click-to-open rate (CTOR) tracks just unique clicks, whereas your email open rate counts every open. If a recipient opens your email more than once, your open rate will be calculated separately for each of those opens. The CTOR, on the other hand, only counts one open per recipient, regardless of how many times that recipient opens your email. It’s calculated by dividing the total number of emails sent by the number of unique email clicks. Here’s how it works:

The CTOR metric tells you how many people thought your content valuable or relevant enough to click on it. Examine the design of your email campaign if your click-to-open rate is low. Is it simple to skim through? Is it relevant and personalized? Using dynamic content to customize your emails eliminates the need to create several emails for different segments. CTOR is included in our list of email marketing benchmarks since it indicates whether your subscribers are engaged in your content in general.

Unsubscribe Rate

With email marketing, you’ll never be able to please everyone. Unsubscribes will occur in response to some of your emails, which is fine. Knowing your unsubscribe rate and which emails resulted in unsubscribes, on the other hand, is the greatest approach to figure out what’s working and what isn’t so you can make changes. The average unsubscribe rate is 0.1 percent across industries (Campaign Monitor).

Divide the number of unsubscribes by the number of emails delivered to calculate your unsubscribe rate (minus bounces). Here’s Formula:

Email Unsubscribe Rate = (Number or Subscribes / Number of Email Delivered) * 100

There are a few things to consider if your unsubscribe rates are high. The first item to examine is your topic line once more. If you want subscribers to care enough about your emails to stay enrolled, it needs to be brief, intriguing, and personalised. You should also avoid sending an excessive number of emails. This will mostly rely on your audience’s preferences, therefore we recommend experimenting with different frequencies or simply asking your subscribers how frequently they want to hear from you.

Bounce Rate

Bounced emails are messages that were not delivered. This could be temporary or permanent, and it could be caused by spam or server troubles. The bounce rate is the percentage of subscribers who did not receive your email because their email server rejected it. According to Campaign Monitor, the average bounce rate across all industries is 0.7 percent.

Hard bounces and gentle bounces are two different types of bounces. A hard bounce occurs when your email is rejected by the recipient’s server without ever being accepted. A soft bounce occurs when your email reaches the recipient’s email server but is marked as undeliverable.

Divide the number of undelivered emails by the total number of emails sent to get your email bounce rate. Here’s the Formula:

Bounce Rate Formula = ( Number of Bounces / Number of Emails Sent ) * 100

If your bounce rates are high, double-check that your emails aren’t coming across as spam. There are various internet programmes that can help you determine your email’s spam score. You’ll also want to make certain that your emails are reaching the intended recipients. Another good reason to keep your email list clean is to avoid spam.

Rates of Complaints

Complaint rates are the next item on our list of email marketing benchmarks. This is the number of spam emails your subscribers have reported. Although it does not occur frequently, it is nonetheless crucial to monitor and comprehend. Divide the number of complaints by the number of emails sent to get your complaint rate (minus bounces). Here’s the Formula:

Email Complaint Rate = ( Number of Complaints / Number of Emails Delivered ) * 100

When you receive a huge number of complaints, several of the major email services, such as Gmail, are more likely to designate you as spam. If your content is labelled as “spam,” it will be extremely difficult to reach your intended recipients, so keep track of your complaint rates before it’s too late.

Engagement Rates

Without include engagement rates, no list of email marketing benchmarks would be complete. The length of time a reader remains on your email and interacts with it is known as engagement, and it’s usually defined as a combination of three things: read, skimmed, and glanced.

It is considered “read” if a person spends more than eight seconds on your email. They’ve “skimmed” your email if they spend 2–8 seconds on it. It’s also called “glanced” if a reader spends less than two seconds on your email.

As you can undoubtedly tell, calculating your engagement rate is a little tricky. It’s preferable to trust your email marketing service with this. You should be able to generate reports using this data.

Reply Rates

Reply rates are one of the most significant email marketing metrics, but they’re also one of the most overlooked. The amount of subscribers who respond positively to a specific CTA is your email reply rate. So, even if your open rate is insanely high, if your reply rate is low, your emails will not generate sales.

According to Vance Plunkett of B2B Data Guy, the typical response rate for B2B organisations is between 5% and 6%. This isn’t a huge number, but it’s partly because some individuals will click on a link without actually responding (raising your click-through rate).

Deliverability Rates

Deliverability is the final criteria in our guide to email marketing benchmarks. We’ve already discussed deliverability briefly. The capacity to get your emails into subscribers’ inboxes is known as email deliverability. Although it may appear simple, there are various factors that can prevent your email from reaching its intended recipient: throttling, spam difficulties, bounces, ISP issues, and bulk emails are all factors that can reduce your deliverability. This is a measure to keep an eye on so you can spot difficulties before they become major problems.


Email marketing benchmarks are highly useful for determining how well your email marketing methods perform in comparison to those of your competitors. By assessing your own analytics, you can track the efficacy of your email campaigns over time and take steps to improve them if they stop working.

Do you want to learn more? To improve your email marketing, look over these email marketing best practises.

Frequently Asked Questions

What is a good open rate for email 2022?

In 2022, a respectable open rate for email marketing is 18% of opens. The average email marketing click-through rate is 2.6 percent.

What is a good email marketing conversion rate?

A respectable conversion rate for email marketing is roughly 19 percent. According to statistics, the average conversion rate peaked in 2018 at 18.49 percent.

Does email marketing really work?

Email marketing is a powerful tool for reaching out to your customers. According to one survey, 42% of respondents polled believe email marketing methods are effective or very effective.

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